Tip#119 【Zoho Campaigns】配信元アドレスを工夫する効果

Tip#119 【Zoho Campaigns】配信元アドレスを工夫する効果

こんにちは!
Zoho Campaigns のTips and Tricksでは、メール配信の運用に関するTipを、本社が投稿しているフォーラムをもとにお送りします。

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ビジネスは、顧客との継続的な接触の中で進展していきます。そのためメールマーケティングにおいても、見込み客を獲得して連絡先リストを作成したら終了ではなく、そこから顧客に育成するためのアプローチがビジネスを成功に導く鍵となります。

そのリードナーチャリングの過程でシンプルながらも重要となるのが「配信元アドレス」です。連絡先によるメールの開封は、メールマーケティングにおける目標達成の半分と言っても過言ではありません。「配信元アドレス」をカスタマイズすることは、開封率のアップに大きく影響します。

───────────────────────────────────
【例】展示会で接点を持った見込み客をフォローアップする場合
  • event@....com
  • sales@....com
    など……

上記のようなグループメールアドレスから送信されたメールよりも、担当者個人のメールアドレスの方が開封率が上がる可能性があります。
  • hiroshi.sato@....com
    など……
───────────────────────────────────
ここでは、メールを送信する際に考慮すべき「配信元アドレス」に関するTipをいくつか紹介します。
  • 配信元名は、個人名、会社名、ブランド名など、メールを送信する目的に応じて使い分ける。
  • 配信元名は、配信元アドレスと一致するものを使用する。
  • noreply@...やno-reply@...(返信不可のメールアドレス)を避ける。
  • グループメールアドレスを使用すると、広範囲に送信されている印象を与えるので控える。 
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━


*以下は画像内の英文を翻訳したものです

顧客エンゲージメントの強化は、メールキャンペーンの目指す最終的な目標といえます。メールマーケティングによって企業と顧客が良好な関係を築くには、送信するメールをパーソナライズする必要があります。

また、誰から送信されたかがわかるメールは開封率が高いと言われています。それはメールの連絡先に対して開封への緊急性を感じさせるためです。

次回からメールを送信する際には、コミュニケーションの目的に応じて連絡先にとって馴染みのある送信者名やメールアドレスを使用するようにしましょう。
また、noreply@...やno-reply@...(返信不可のメールアドレス)などのアドレスは、連絡先との信頼関係の構築を遠ざけてしまいます。メールを開封した後の導線をしっかり引いていたとしてもうまく効果が出ない可能性があるため、使用を避けましょう。

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
また、Zoho Campaigns で「配信元アドレス」をカスタマイズする方法は以下のヘルプをご参照ください。

配信元アドレス - Zoho Campaigns オンラインヘルプ
(配信元アドレスの設定は無料プランからご利用いただけます。)

今回のTip、メールマーケティングを行う際に参考にしてみてくださいね!
…………………………………………………………………………………………………………
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