{"id":841,"date":"2018-02-03T11:53:42","date_gmt":"2018-02-03T08:53:42","guid":{"rendered":"https:\/\/immediatech.net\/ru\/?p=841"},"modified":"2026-05-29T14:12:09","modified_gmt":"2026-05-29T11:12:09","slug":"e-mail","status":"publish","type":"post","link":"https:\/\/immediatech.net\/ru\/digital\/e-mail\/","title":{"rendered":"\u0410\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u044f Retention-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430:"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
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\n \u0421\u0438\u0441\u0442\u0435\u043c\u043d\u044b\u0439 Retention-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0432\u043c\u0435\u0441\u0442\u043e \u0445\u0430\u043e\u0442\u0438\u0447\u043d\u044b\u0445 \u0440\u0430\u0441\u0441\u044b\u043b\u043e\u043a\n <\/h2>\n

\n \u0412 2026 \u0433\u043e\u0434\u0443 \u0440\u0443\u0447\u043d\u044b\u0435 \u0440\u0430\u0437\u043e\u0432\u044b\u0435 \u0440\u0430\u0441\u0441\u044b\u043b\u043a\u0438 \u043f\u043e \u0432\u0441\u0435\u0439 \u0431\u0430\u0437\u0435 \u043d\u0435 \u043f\u0440\u0438\u043d\u043e\u0441\u044f\u0442 \u0431\u0438\u0437\u043d\u0435\u0441\u0443 \u043d\u0438\u0447\u0435\u0433\u043e, \u043a\u0440\u043e\u043c\u0435 \u0432\u044b\u0436\u0438\u0433\u0430\u043d\u0438\u044f \u0430\u0443\u0434\u0438\u0442\u043e\u0440\u0438\u0438 \u0438 \u043f\u0430\u0434\u0435\u043d\u0438\u044f \u0440\u0435\u043f\u0443\u0442\u0430\u0446\u0438\u0438 \u0434\u043e\u043c\u0435\u043d\u0430. \u0412\u044b\u0441\u043e\u043a\u043e\u044d\u0444\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u044b\u0439 e-commerce \u0438 B2B-\u0441\u0435\u0433\u043c\u0435\u043d\u0442 \u0441\u0442\u0440\u043e\u044f\u0442 \u043f\u0440\u043e\u0434\u0430\u0436\u0438 \u043d\u0430 \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0447\u0435\u0441\u043a\u0438\u0445 \u0442\u0440\u0438\u0433\u0433\u0435\u0440\u043d\u044b\u0445 \u0441\u0446\u0435\u043d\u0430\u0440\u0438\u044f\u0445, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u043e\u0442\u043f\u0440\u0430\u0432\u043b\u044f\u044e\u0442 \u043d\u0443\u0436\u043d\u043e\u0435 \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0438\u0435 \u043a\u043e\u043d\u043a\u0440\u0435\u0442\u043d\u043e\u043c\u0443 \u043a\u043b\u0438\u0435\u043d\u0442\u0443 \u0432 \u0441\u0442\u0440\u043e\u0433\u043e \u043e\u043f\u0440\u0435\u0434\u0435\u043b\u0435\u043d\u043d\u044b\u0439 \u043c\u043e\u043c\u0435\u043d\u0442 \u0435\u0433\u043e \u0436\u0438\u0437\u043d\u0435\u043d\u043d\u043e\u0433\u043e \u0446\u0438\u043a\u043b\u0430 (LTV).\n <\/p>\n

\n Improve Media \u043f\u0440\u043e\u0435\u043a\u0442\u0438\u0440\u0443\u0435\u0442 \u0438 \u0432\u043d\u0435\u0434\u0440\u044f\u0435\u0442 \u0430\u0432\u0442\u043e\u043d\u043e\u043c\u043d\u044b\u0435 \u0430\u0440\u0445\u0438\u0442\u0435\u043a\u0442\u0443\u0440\u044b \u0443\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u044f \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432. \u041c\u044b \u0441\u0432\u044f\u0437\u044b\u0432\u0430\u0435\u043c \u0431\u0430\u0437\u044b \u0434\u0430\u043d\u043d\u044b\u0445 \u0432\u0430\u0448\u0435\u0433\u043e \u0441\u0430\u0439\u0442\u0430, CRM-\u0441\u0438\u0441\u0442\u0435\u043c\u044b \u0438 \u043f\u043b\u0430\u0442\u0444\u043e\u0440\u043c\u044b \u0434\u0438\u0441\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u0438 \u0432 \u0435\u0434\u0438\u043d\u044b\u0439 \u0441\u0438\u043d\u0445\u0440\u043e\u043d\u0438\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u044b\u0439 \u043a\u043e\u043d\u0442\u0443\u0440.\n <\/p>\n <\/div>\n\n

\n

\n \u0427\u0442\u043e \u0432\u0445\u043e\u0434\u0438\u0442 \u0432 \u043a\u043e\u043d\u0442\u0443\u0440 \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u0438 \u0443\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u044f\n <\/h2>\n \n
\n
\n

\u041f\u0440\u043e\u0435\u043a\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 \u0442\u0440\u0438\u0433\u0433\u0435\u0440\u043d\u044b\u0445 \u0441\u0446\u0435\u043d\u0430\u0440\u0438\u0435\u0432<\/h3>\n
\n \u0420\u0430\u0437\u0440\u0430\u0431\u043e\u0442\u043a\u0430 \u0438 \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u044f \u0441\u043a\u0432\u043e\u0437\u043d\u044b\u0445 \u0446\u0435\u043f\u043e\u0447\u0435\u043a: \u0431\u0440\u043e\u0448\u0435\u043d\u043d\u044b\u0435 \u043a\u043e\u0440\u0437\u0438\u043d\u044b, \u0440\u0435\u0430\u043a\u0442\u0438\u0432\u0430\u0446\u0438\u044f \u0441\u043f\u044f\u0449\u0438\u0445 B2B-\u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432, welcome-\u0441\u0435\u0440\u0438\u0438, \u0442\u0440\u0438\u0433\u0433\u0435\u0440\u044b \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u0438\u0437\u043c\u0435\u043d\u0435\u043d\u0438\u044f \u0441\u0442\u0430\u0442\u0443\u0441\u0430 \u0437\u0430\u043a\u0430\u0437\u0430 \u0432 1\u0421 \u0438\u043b\u0438 CRM. \u0421\u0438\u0441\u0442\u0435\u043c\u0430 \u0440\u0430\u0431\u043e\u0442\u0430\u0435\u0442 \u0430\u0432\u0442\u043e\u043d\u043e\u043c\u043d\u043e 24\/7.\n <\/div>\n <\/div>\n \n
\n

\u041c\u0430\u0441\u0448\u0442\u0430\u0431\u0438\u0440\u0443\u0435\u043c\u0430\u044f \u0434\u0438\u0441\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u044f \u0438 \u0412\u0430\u043b\u0438\u0434\u0430\u0446\u0438\u044f \u0434\u0430\u043d\u043d\u044b\u0445<\/h3>\n
\n \u0418\u043d\u0442\u0435\u0433\u0440\u0430\u0446\u0438\u044f \u043f\u0440\u043e\u0444\u0435\u0441\u0441\u0438\u043e\u043d\u0430\u043b\u044c\u043d\u044b\u0445 \u043f\u043b\u0430\u0442\u0444\u043e\u0440\u043c \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u0438 (Email, Telegram, Viber, Web-Push). \u041d\u0430\u0441\u0442\u0440\u043e\u0439\u043a\u0430 \u0442\u0435\u0445\u043d\u0438\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u043a\u043e\u043d\u0442\u0443\u0440\u0430 \u0434\u043e\u0441\u0442\u0430\u0432\u043a\u0438: \u0432\u0430\u043b\u0438\u0434\u0430\u0446\u0438\u044f \u0431\u0430\u0437 (7000+ \u0430\u0434\u0440\u0435\u0441\u043e\u0432), \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0435 SPF, DKIM, DMARC \u0437\u0430\u043f\u0438\u0441\u044f\u043c\u0438 \u0434\u043b\u044f 100% \u0438\u043d\u0431\u043e\u043a\u0441\u0430 \u0431\u0435\u0437 \u0440\u0438\u0441\u043a\u0430 \u043f\u043e\u043f\u0430\u0434\u0430\u043d\u0438\u044f \u0432 \u0441\u043f\u0430\u043c.\n <\/div>\n <\/div>\n \n
\n

\u0421\u043a\u0432\u043e\u0437\u043d\u0430\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430 \u0443\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u044f (LTV \/ Cohorts)<\/h3>\n
\n \u041d\u0430\u0441\u0442\u0440\u043e\u0439\u043a\u0430 \u043a\u043e\u0433\u043e\u0440\u0442\u043d\u043e\u0433\u043e \u0430\u043d\u0430\u043b\u0438\u0437\u0430 \u0438 \u043e\u0442\u0441\u043b\u0435\u0436\u0438\u0432\u0430\u043d\u0438\u0435 \u0440\u0435\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u0434\u043e\u0445\u043e\u0434\u0430 \u0441 \u043a\u0430\u0436\u0434\u043e\u0433\u043e \u043e\u0442\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u043d\u043e\u0433\u043e \u0441\u043e\u043e\u0431\u0449\u0435\u043d\u0438\u044f. \u0418\u043d\u0442\u0435\u0433\u0440\u0430\u0446\u0438\u044f \u0441 Google Analytics 4 (E-commerce tracking) \u0434\u043b\u044f \u043a\u043e\u043d\u0442\u0440\u043e\u043b\u044f \u0447\u0438\u0441\u0442\u043e\u0439 \u043f\u0440\u0438\u0431\u044b\u043b\u0438 \u0438 \u043f\u043e\u0432\u0442\u043e\u0440\u043d\u044b\u0445 \u043f\u0440\u043e\u0434\u0430\u0436.\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n
\n

\n \u042d\u0442\u0430\u043f\u044b \u0440\u0430\u0437\u0432\u0435\u0440\u0442\u044b\u0432\u0430\u043d\u0438\u044f \u0441\u0438\u0441\u0442\u0435\u043c\u044b\n <\/h2>\n
    \n
  1. \u0410\u0443\u0434\u0438\u0442 \u0434\u0430\u043d\u043d\u044b\u0445 \u0438 \u0431\u0430\u0437\u044b:<\/strong> \u041e\u0447\u0438\u0441\u0442\u043a\u0430 \u0442\u0435\u043a\u0443\u0449\u0438\u0445 \u0441\u043f\u0438\u0441\u043a\u043e\u0432 \u0430\u0434\u0440\u0435\u0441\u043e\u0432, \u043f\u0440\u043e\u0432\u0435\u0440\u043a\u0430 \u0440\u0435\u043f\u0443\u0442\u0430\u0446\u0438\u0438 \u0434\u043e\u043c\u0435\u043d\u043e\u0432 \u0438 \u0430\u043d\u0430\u043b\u0438\u0437 \u0442\u043e\u0447\u0435\u043a \u043f\u043e\u0442\u0435\u0440\u0438 \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432.<\/li>\n
  2. \u0421\u0438\u043d\u0445\u0440\u043e\u043d\u0438\u0437\u0430\u0446\u0438\u044f \u0438\u043d\u0444\u0440\u0430\u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440\u044b:<\/strong> \u041d\u0430\u0441\u0442\u0440\u043e\u0439\u043a\u0430 API-\u043e\u0431\u043c\u0435\u043d\u0430 \u043c\u0435\u0436\u0434\u0443 \u0432\u0430\u0448\u0438\u043c \u0441\u0430\u0439\u0442\u043e\u043c, CRM\/1\u0421 \u0438 \u0441\u0435\u0440\u0432\u0438\u0441\u043e\u043c \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430.<\/li>\n
  3. \u0417\u0430\u043f\u0443\u0441\u043a \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0447\u0435\u0441\u043a\u0438\u0445 \u0432\u043e\u0440\u043e\u043d\u043a\u043e\u043a:<\/strong> \u0412\u0435\u0440\u0441\u0442\u043a\u0430 \u0447\u0438\u0441\u0442\u044b\u0445 \u0430\u0434\u0430\u043f\u0442\u0438\u0432\u043d\u044b\u0445 \u0448\u0430\u0431\u043b\u043e\u043d\u043e\u0432 \u0438 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u043c\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 \u043b\u043e\u0433\u0438\u043a\u0438 \u0442\u0440\u0438\u0433\u0433\u0435\u0440\u043e\u0432.<\/li>\n
  4. A\/B \u0442\u0435\u0441\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 \u0438 \u041e\u043f\u0442\u0438\u043c\u0438\u0437\u0430\u0446\u0438\u044f:<\/strong> \u0420\u0435\u0433\u0443\u043b\u044f\u0440\u043d\u044b\u0435 \u0442\u0435\u0441\u0442\u044b \u0437\u0430\u0433\u043e\u043b\u043e\u0432\u043a\u043e\u0432, \u0432\u0440\u0435\u043c\u0435\u043d\u0438 \u043e\u0442\u043f\u0440\u0430\u0432\u043a\u0438 \u0438 \u043e\u0444\u0444\u0435\u0440\u043e\u0432 \u0434\u043b\u044f \u043c\u0430\u043a\u0441\u0438\u043c\u0438\u0437\u0430\u0446\u0438\u0438 Open Rate \u0438 CTR.<\/li>\n <\/ol>\n <\/div>\n\n
    \n

    \n \u0423\u0441\u043b\u043e\u0432\u0438\u044f \u0441\u043e\u0442\u0440\u0443\u0434\u043d\u0438\u0447\u0435\u0441\u0442\u0432\u0430\n <\/h2>\n
      \n
    • \u0421\u0442\u0440\u043e\u0433\u043e\u0435 \u0441\u043e\u0431\u043b\u044e\u0434\u0435\u043d\u0438\u0435 B2B-\u0441\u043e\u0433\u043b\u0430\u0448\u0435\u043d\u0438\u0439 \u0438 \u043f\u043e\u043b\u0438\u0442\u0438\u043a\u0438 \u043a\u043e\u043d\u0444\u0438\u0434\u0435\u043d\u0446\u0438\u0430\u043b\u044c\u043d\u043e\u0441\u0442\u0438 (GDPR \/ NDA).<\/li>\n
    • \u0412\u0441\u044f \u0441\u043e\u0431\u0440\u0430\u043d\u043d\u0430\u044f \u0431\u0430\u0437\u0430 \u0434\u0430\u043d\u043d\u044b\u0445 \u0438 \u043d\u0430\u0441\u0442\u0440\u043e\u0435\u043d\u043d\u044b\u0435 \u0442\u0440\u0438\u0433\u0433\u0435\u0440\u043d\u044b\u0435 \u0441\u0446\u0435\u043d\u0430\u0440\u0438\u0438 \u043e\u0441\u0442\u0430\u044e\u0442\u0441\u044f \u0432\u0430\u0448\u0435\u0439 \u0438\u0437\u043e\u043b\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u043e\u0439 \u0441\u043e\u0431\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0441\u0442\u044c\u044e.<\/li>\n
    • \u041d\u0438\u043a\u0430\u043a\u043e\u0439 \u0440\u0443\u0447\u043d\u043e\u0439 \u0440\u0443\u0442\u0438\u043d\u044b \u2014 \u0432\u044b \u043f\u043e\u043b\u0443\u0447\u0430\u0435\u0442\u0435 \u043f\u043e\u043b\u043d\u043e\u0441\u0442\u044c\u044e \u0430\u0432\u0442\u043e\u043d\u043e\u043c\u043d\u043e \u0440\u0430\u0431\u043e\u0442\u0430\u044e\u0449\u0438\u0439 \u043a\u0430\u043d\u0430\u043b \u043f\u0440\u043e\u0434\u0430\u0436.<\/li>\n <\/ul>\n <\/div>\n\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

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