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In Interviews zeigt sich jedoch, dass die Zielgruppe das gar nicht besonders wertschätzt: Sie ist es gewohnt, ständig Rabattcodes und Sale-Angebote zu bekommen. Was die Kund:innen dagegen wirklich schätzen würden, sind exklusive Services wie kostenloser Expressversand, unkomplizierte Retouren oder der frühzeitige Zugang zu neuen Kollektionen. Das Unternehmen hat also ein „Benefit“ gebaut, das auf dem Papier gut aussieht – aber am wahren Bedürfnis der Kund:innen vorbeigeht.",[1049],{"type":929,"attrs":1050},{"color":931},{"type":967,"attrs":1052,"content":1053},{"level":1020,"textAlign":118},[1054],{"text":1055,"type":513,"marks":1056},"2. Unnötige Komplexität & fehlender Business Case",[1057,1059],{"type":929,"attrs":1058},{"color":931},{"type":957},{"type":42,"attrs":1061,"content":1062},{"textAlign":118},[1063],{"text":1064,"type":513,"marks":1065},"Häufig starten Unternehmen nicht klein und fokussiert, sondern wollen gleich die „perfekte“ Lösung anbieten inklusive komplexer Punktelogik, Gamification-Elementen, App-Integration und Omnichannel-Anbindung. Das macht schnelle Anpassungen fast unmöglich.",[1066],{"type":929,"attrs":1067},{"color":931},{"type":42,"attrs":1069,"content":1070},{"textAlign":118},[1071],{"text":1072,"type":513,"marks":1073},"Die größten Stolperfallen dabei sind:",[1074],{"type":929,"attrs":1075},{"color":931},{"type":1077,"content":1078},"bullet_list",[1079,1090,1100],{"type":1080,"content":1081},"list_item",[1082],{"type":42,"attrs":1083,"content":1084},{"textAlign":118},[1085],{"text":1086,"type":513,"marks":1087},"Zu hohe Komplexität – viele Features auf einmal treiben Kosten und verhindern Agilität.",[1088],{"type":929,"attrs":1089},{"color":931},{"type":1080,"content":1091},[1092],{"type":42,"attrs":1093,"content":1094},{"textAlign":118},[1095],{"text":1096,"type":513,"marks":1097},"Kein klarer Business Case – es fehlt die Basis, um Wirkung und ROI zu messen.",[1098],{"type":929,"attrs":1099},{"color":931},{"type":1080,"content":1101},[1102],{"type":42,"attrs":1103,"content":1104},{"textAlign":118},[1105],{"text":1106,"type":513,"marks":1107},"Der Wasserfall-Reflex – groß planen statt klein starten führt in teure Fehlentscheidungen.",[1108],{"type":929,"attrs":1109},{"color":931},{"type":42,"attrs":1111,"content":1112},{"textAlign":118},[1113],{"text":1114,"type":513,"marks":1115},"Agile Tests im kleinen Rahmen wären oft der bessere Weg – schnell, fokussiert und messbar.",[1116],{"type":929,"attrs":1117},{"color":931},{"type":967,"attrs":1119,"content":1120},{"level":969,"textAlign":118},[1121],{"text":1122,"type":513,"marks":1123},"Agiler Erfolg in der Praxis: Was wir von Amazon Prime lernen können",[1124,1126],{"type":929,"attrs":1125},{"color":931},{"type":957},{"type":42,"attrs":1128,"content":1129},{"textAlign":118},[1130],{"text":1131,"type":513,"marks":1132},"Lasst uns gemeinsam auf eines der erfolgreichsten Loyalty-Programme überhaupt schauen: Amazon Prime. Es ist ein Paradebeispiel für agiles Vorgehen bei der Entwicklung eines Kundenbindungsprogramms.",[1133],{"type":929,"attrs":1134},{"color":931},{"type":42,"attrs":1136,"content":1137},{"textAlign":118},[1138],{"text":1139,"type":513,"marks":1140},"Amazon Prime ist nicht über Nacht entstanden. Jeff Bezos startete mit einem klaren Business Ziel: die Bestellhäufigkeit steigern, auch wenn das kurzfristig Verluste bedeutet. Parallel dazu identifizierte das Team ein klares Nutzerproblem: lange Lieferzeiten von vier bis fünf Tagen verhinderten spontane Käufe.",[1141],{"type":929,"attrs":1142},{"color":931},{"_uid":1144,"size":1005,"image":1145,"caption":1149,"component":1013},"365e74c9-16d7-4304-85c7-71991073f2f1",{"id":1146,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":1147,"copyright":30,"fieldtype":49,"meta_data":1148,"is_external_url":51},118722728307320,"https://a.storyblok.com/f/328018/3272x2212/25aa813860/agiles-vorgehen.png",{},{"type":39,"content":1150},[1151],{"type":42},{"_uid":1153,"text":1154,"component":1002},"fa2b8576-a97f-490e-bf1c-9e09fd647cf2",{"type":39,"content":1155},[1156,1164,1233,1241,1250,1264,1272,1280,1312,1321,1340],{"type":42,"attrs":1157,"content":1158},{"textAlign":118},[1159],{"text":1160,"type":513,"marks":1161},"Der Weg zum Erfolg bestand aus mehreren agilen Schritten:",[1162],{"type":929,"attrs":1163},{"color":931},{"type":1165,"attrs":1166,"content":1168},"ordered_list",{"order":1167},1,[1169,1185,1201,1217],{"type":1080,"content":1170},[1171],{"type":42,"attrs":1172,"content":1173},{"textAlign":118},[1174,1180],{"text":1175,"type":513,"marks":1176},"Umfassende Marktforschung und Fokusgruppen",[1177,1179],{"type":929,"attrs":1178},{"color":931},{"type":957},{"text":1181,"type":513,"marks":1182},": Kundenbedürfnisse und Akzeptanz des Programms wurden gründlich analysiert.",[1183],{"type":929,"attrs":1184},{"color":931},{"type":1080,"content":1186},[1187],{"type":42,"attrs":1188,"content":1189},{"textAlign":118},[1190,1196],{"text":1191,"type":513,"marks":1192},"Frühe Testphasen mit ausgewählten Kunden",[1193,1195],{"type":929,"attrs":1194},{"color":931},{"type":957},{"text":1197,"type":513,"marks":1198},": Erste Versionen wurden im kleinen Rahmen erprobt, um Feedback zu sammeln.",[1199],{"type":929,"attrs":1200},{"color":931},{"type":1080,"content":1202},[1203],{"type":42,"attrs":1204,"content":1205},{"textAlign":118},[1206,1212],{"text":1207,"type":513,"marks":1208},"Regionale Rollouts",[1209,1211],{"type":929,"attrs":1210},{"color":931},{"type":957},{"text":1213,"type":513,"marks":1214},": Das Programm wurde schrittweise in einzelnen Regionen eingeführt, um Unterschiede zwischen Märkten zu berücksichtigen.",[1215],{"type":929,"attrs":1216},{"color":931},{"type":1080,"content":1218},[1219],{"type":42,"attrs":1220,"content":1221},{"textAlign":118},[1222,1228],{"text":1223,"type":513,"marks":1224},"Kontinuierliche Anpassung und Erweiterung",[1225,1227],{"type":929,"attrs":1226},{"color":931},{"type":957},{"text":1229,"type":513,"marks":1230},": Auf Basis von Daten und Feedback wurden neue Features wie Video- und Musikangebote ergänzt.",[1231],{"type":929,"attrs":1232},{"color":931},{"type":42,"attrs":1234,"content":1235},{"textAlign":118},[1236],{"text":1237,"type":513,"marks":1238},"Das Beispiel zeigt: Wenn Business Ziele und Kundenbedürfnisse übereinstimmen und das Programm in kleinen, validierten Schritten entwickelt wird, kann daraus ein langfristig erfolgreiches Loyalty-Programm entstehen.",[1239],{"type":929,"attrs":1240},{"color":931},{"type":967,"attrs":1242,"content":1243},{"level":969,"textAlign":118},[1244],{"text":1245,"type":513,"marks":1246},"Praxisbeispiel: Agiles Vorgehen bei einem mittelständischen E-Commerce-Unternehmen",[1247,1249],{"type":929,"attrs":1248},{"color":931},{"type":957},{"type":42,"attrs":1251,"content":1252},{"textAlign":118},[1253,1258],{"text":1254,"type":513,"marks":1255},"Nachdem wir nun am Beispiel von Amazon Prime gesehen haben, wie agiles Vorgehen in der Praxis funktioniert, wollen wir den Bogen zu einem konkreten Kundenprojekt spannen. Auch hier stand zu Beginn die Frage: ",[1256],{"type":929,"attrs":1257},{"color":931},{"text":1259,"type":513,"marks":1260},"Lohnt es sich, ein kostenpflichtiges Loyalty-Programm einzuführen?",[1261,1263],{"type":929,"attrs":1262},{"color":931},{"type":957},{"type":42,"attrs":1265,"content":1266},{"textAlign":118},[1267],{"text":1268,"type":513,"marks":1269},"Der Kunde – ein mittelständisches Unternehmen im Bereich Schreibwaren und Bastelbedarf – hatte bereits eine grobe Idee und sogar erste Design-Screens. Geplant war ein kostenpflichtiges Programm, das bestimmten Zielgruppen durch eine zusätzliche Zahlung relevante Vorteile bietet, etwa den Eintritt zu Messen oder Rabatte auf Eigenmarken-Artikel.",[1270],{"type":929,"attrs":1271},{"color":931},{"type":42,"attrs":1273,"content":1274},{"textAlign":118},[1275],{"text":1276,"type":513,"marks":1277},"Trotzdem gab es im Leadership-Team noch viele strategische Unsicherheiten, zum Beispiel:",[1278],{"type":929,"attrs":1279},{"color":931},{"type":1077,"content":1281},[1282,1292,1302],{"type":1080,"content":1283},[1284],{"type":42,"attrs":1285,"content":1286},{"textAlign":118},[1287],{"text":1288,"type":513,"marks":1289},"Würden Nutzer das Programm als wertvoll empfinden?",[1290],{"type":929,"attrs":1291},{"color":931},{"type":1080,"content":1293},[1294],{"type":42,"attrs":1295,"content":1296},{"textAlign":118},[1297],{"text":1298,"type":513,"marks":1299},"Wären sie bereit, dafür zu zahlen?",[1300],{"type":929,"attrs":1301},{"color":931},{"type":1080,"content":1303},[1304],{"type":42,"attrs":1305,"content":1306},{"textAlign":118},[1307],{"text":1308,"type":513,"marks":1309},"Könnte das Programm profitabel betrieben werden?",[1310],{"type":929,"attrs":1311},{"color":931},{"type":967,"attrs":1313,"content":1314},{"level":1020,"textAlign":118},[1315],{"text":1316,"type":513,"marks":1317},"Warum es so wichtig ist, sich mit den Nutzerbedürfnissen zu beschäftigen",[1318,1320],{"type":929,"attrs":1319},{"color":931},{"type":957},{"type":42,"attrs":1322,"content":1323},{"textAlign":118},[1324,1329,1335],{"text":1325,"type":513,"marks":1326},"Loyalty ist kein Feature – es ist ein Verhalten. Und Verhaltensänderung entsteht nur, wenn es eine relevante Belohnung gibt – im Fachjargon: ",[1327],{"type":929,"attrs":1328},{"color":931},{"text":1330,"type":513,"marks":1331},"Variable Reward",[1332,1334],{"type":929,"attrs":1333},{"color":931},{"type":957},{"text":1336,"type":513,"marks":1337},". Nur wenn diese Belohnung den Nerv der Zielgruppe trifft, entsteht eine wiederkehrende Nutzung und damit echte Kundenbindung.",[1338],{"type":929,"attrs":1339},{"color":931},{"type":42,"attrs":1341,"content":1342},{"textAlign":118},[1343,1348,1354],{"text":1344,"type":513,"marks":1345},"Die Grundlage unseres Ansatzes, um Nutzerbedürfnisse mit dem Loyalty Programm zu verknüpfen, war die ",[1346],{"type":929,"attrs":1347},{"color":931},{"text":1349,"type":513,"marks":1350},"Product-Market-Fit-Pyramide",[1351,1353],{"type":929,"attrs":1352},{"color":931},{"type":957},{"text":1355,"type":513,"marks":1356}," von Dan Olsen.",[1357],{"type":929,"attrs":1358},{"color":931},{"_uid":1360,"size":1005,"image":1361,"caption":1365,"component":1013},"41a3a612-d8a5-444f-8e4c-fed85f3a1b71",{"id":1362,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":1363,"copyright":30,"fieldtype":49,"meta_data":1364,"is_external_url":51},118722728340089,"https://a.storyblok.com/f/328018/2907x2224/17255c7144/pyramide.png",{},{"type":39,"content":1366},[1367],{"type":42},{"_uid":1369,"text":1370,"component":1002},"b136ef17-8db6-4587-a202-8ac12e961d95",{"type":39,"content":1371},[1372,1380,1388,1471,1479,1488],{"type":42,"attrs":1373,"content":1374},{"textAlign":118},[1375],{"text":1376,"type":513,"marks":1377},"Warum sprechen wir bei einem Loyalty-Programm überhaupt über Product-Market-Fit (PMF)? Ganz einfach: Ein Loyalty-Programm ist letztlich ein Produkt im Produktportfolio eines Unternehmens. Und wie bei jedem Produkt entscheidet der Fit zwischen Angebot und Marktbedürfnissen über Erfolg oder Misserfolg. Die Pyramide hilft, strukturiert von den Grundlagen bis zur finalen Umsetzung zu arbeiten und verhindert, dass man zu früh in die Feature-Denke einsteigt.",[1378],{"type":929,"attrs":1379},{"color":931},{"type":42,"attrs":1381,"content":1382},{"textAlign":118},[1383],{"text":1384,"type":513,"marks":1385},"Die PMF-Pyramide besteht aus fünf Ebenen, die von unten nach oben aufgebaut werden:",[1386],{"type":929,"attrs":1387},{"color":931},{"type":1165,"attrs":1389,"content":1390},{"order":1167},[1391,1407,1423,1439,1455],{"type":1080,"content":1392},[1393],{"type":42,"attrs":1394,"content":1395},{"textAlign":118},[1396,1402],{"text":1397,"type":513,"marks":1398},"Zielgruppe",[1399,1401],{"type":929,"attrs":1400},{"color":931},{"type":957},{"text":1403,"type":513,"marks":1404},": Wer sind unsere Kunden?",[1405],{"type":929,"attrs":1406},{"color":931},{"type":1080,"content":1408},[1409],{"type":42,"attrs":1410,"content":1411},{"textAlign":118},[1412,1418],{"text":1413,"type":513,"marks":1414},"Unerfüllte Bedürfnisse",[1415,1417],{"type":929,"attrs":1416},{"color":931},{"type":957},{"text":1419,"type":513,"marks":1420},": Welche Probleme und Wünsche haben sie?",[1421],{"type":929,"attrs":1422},{"color":931},{"type":1080,"content":1424},[1425],{"type":42,"attrs":1426,"content":1427},{"textAlign":118},[1428,1434],{"text":1429,"type":513,"marks":1430},"Value Proposition",[1431,1433],{"type":929,"attrs":1432},{"color":931},{"type":957},{"text":1435,"type":513,"marks":1436},": Welchen konkreten Nutzen bieten wir, um diese Bedürfnisse zu erfüllen?",[1437],{"type":929,"attrs":1438},{"color":931},{"type":1080,"content":1440},[1441],{"type":42,"attrs":1442,"content":1443},{"textAlign":118},[1444,1450],{"text":1445,"type":513,"marks":1446},"Feature Set",[1447,1449],{"type":929,"attrs":1448},{"color":931},{"type":957},{"text":1451,"type":513,"marks":1452},": Welche Funktionen braucht es, um dieses Nutzenversprechen einzulösen?",[1453],{"type":929,"attrs":1454},{"color":931},{"type":1080,"content":1456},[1457],{"type":42,"attrs":1458,"content":1459},{"textAlign":118},[1460,1466],{"text":1461,"type":513,"marks":1462},"UX/UI",[1463,1465],{"type":929,"attrs":1464},{"color":931},{"type":957},{"text":1467,"type":513,"marks":1468},": Wie gestalten wir die Nutzererfahrung, damit sie einfach, klar und überzeugend ist?",[1469],{"type":929,"attrs":1470},{"color":931},{"type":42,"attrs":1472,"content":1473},{"textAlign":118},[1474],{"text":1475,"type":513,"marks":1476},"Im Folgenden beschreiben wir die einzelnen Validierungsschritte, mit denen wir das Konzept systematisch geprüft und den Weg von der Idee bis zur belastbaren Entscheidungsgrundlage gestaltet haben.",[1477],{"type":929,"attrs":1478},{"color":931},{"type":967,"attrs":1480,"content":1481},{"level":1020,"textAlign":118},[1482],{"text":1483,"type":513,"marks":1484},"Schritt 1: Zielgruppe und Bedürfnisse analysieren",[1485,1487],{"type":929,"attrs":1486},{"color":931},{"type":957},{"type":42,"attrs":1489,"content":1490},{"textAlign":118},[1491,1496,1502,1507,1513],{"text":1492,"type":513,"marks":1493},"Im ersten Schritt haben wir reale Nutzungsdaten und Kaufverhalten auch außerhalb des Unternehmens erhoben, segment-spezifische Datenanalysen durchgeführt und User-Interviews geführt, um Bedürfnisse und Verhalten zu validieren. Dabei ging es uns darum, nicht nur bestehende Shop-Kennzahlen zu betrachten, sondern auch herauszufinden, wie sich das Kaufverhalten unserer Zielgruppe im Gesamtmarkt darstellt. Die Analyse zeigte, dass die wichtigsten Bedürfnisse – ",[1494],{"type":929,"attrs":1495},{"color":931},{"text":1497,"type":513,"marks":1498},"Verlässlichkeit",[1499,1501],{"type":929,"attrs":1500},{"color":931},{"type":957},{"text":1503,"type":513,"marks":1504}," („Ich möchte beim Einhalten meines Plans unterstützt werden“) und ",[1505],{"type":929,"attrs":1506},{"color":931},{"text":1508,"type":513,"marks":1509},"Effizienz",[1510,1512],{"type":929,"attrs":1511},{"color":931},{"type":957},{"text":1514,"type":513,"marks":1515}," („Ich möchte schnell und einfach das richtige Produkt finden“) – aktuell nicht erfüllt werden. Nutzer bestellen im Schnitt nur 1,4-mal pro Jahr im Shop, tätigten aber insgesamt rund 21,5 Bestellungen pro Jahr für Verbrauchsmaterialien, wovon etwa 39 % selbst getragen werden. Dieses Missverhältnis verdeutlichte ein erhebliches Potenzial: 8,5 relevante Bestellungen pro Jahr könnten theoretisch in den eigenen Shop verlagert werden.",[1516],{"type":929,"attrs":1517},{"color":931},{"_uid":1519,"icon":30,"text":1520,"image":1537,"theme":124,"component":1539,"action_buttons":1540,"image_position":1541},"a8306deb-1e43-42f1-a4fd-3300a001f15b",{"type":39,"content":1521},[1522],{"type":42,"attrs":1523,"content":1524},{"textAlign":118},[1525,1532],{"text":1526,"type":513,"marks":1527},"Hauptlearning:",[1528,1531],{"type":929,"attrs":1529},{"color":1530},"#FFFFFF",{"type":957},{"text":1533,"type":513,"marks":1534}," Deutlich ungenutztes Potenzial, das durch ein gezieltes Loyalty-Programm gehoben werden kann.",[1535],{"type":929,"attrs":1536},{"color":1530},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1538},{},"richtext-callout",[],"side",{"_uid":1543,"text":1544,"component":1002},"4f9f6b13-f8f2-4005-9cf2-0119e13e3d24",{"type":39,"content":1545},[1546,1555],{"type":967,"attrs":1547,"content":1548},{"level":1020,"textAlign":118},[1549],{"text":1550,"type":513,"marks":1551},"Schritt 2: Loyalty-Benefits und Value Proposition mit Prototyp validieren",[1552,1554],{"type":929,"attrs":1553},{"color":931},{"type":957},{"type":42,"attrs":1556,"content":1557},{"textAlign":118},[1558],{"text":1559,"type":513,"marks":1560},"Auf Basis dieser Erkenntnisse haben wir einen klickbaren Prototypen erstellt, der die identifizierten Benefits visualisierte und beschrieb. Dieser Prototyp wurde in einem Nutzer-Lab der Zielgruppe präsentiert, um die Attraktivität der einzelnen Vorteile zu validieren. Dabei zeigte sich sehr deutlich, dass die Priorisierung aus Nutzersicht stark von der Unternehmenssicht abwich: Einige intern als „Must-have“ angesehene Vorteile waren für Kunden kaum relevant, während vermeintlich kleine Features für bestimmte Segmente eine überraschend hohe Bedeutung hatten. Der Prototyp half uns, diese Diskrepanz zwischen interner Erwartung und tatsächlicher Kundenwahrnehmung sichtbar zu machen und frühzeitig Anpassungen vorzunehmen.",[1561],{"type":929,"attrs":1562},{"color":931},{"_uid":1564,"icon":30,"text":1565,"image":1580,"theme":124,"component":1539,"action_buttons":1582,"image_position":1541},"986efdf6-221e-48a1-8ac8-a0caaa1eb9d7",{"type":39,"content":1566},[1567],{"type":42,"attrs":1568,"content":1569},{"textAlign":118},[1570,1575],{"text":1526,"type":513,"marks":1571},[1572,1574],{"type":929,"attrs":1573},{"color":1530},{"type":957},{"text":1576,"type":513,"marks":1577}," Die Relevanz der Benefits wird von Kunden oft anders gewichtet als intern angenommen – frühes Feedback schützt hier vor teuren Fehlannahmen.",[1578],{"type":929,"attrs":1579},{"color":1530},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1581},{},[],{"_uid":1584,"size":1005,"image":1585,"caption":1589,"component":1013},"ccb0ccee-9c3a-440a-a1d0-9509c95f2e83",{"id":1586,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":1587,"copyright":30,"fieldtype":49,"meta_data":1588,"is_external_url":51},118722728348282,"https://a.storyblok.com/f/328018/2505x1039/739591fe2c/vorteile.png",{},{"type":39,"content":1590},[1591],{"type":42},{"_uid":1593,"text":1594,"component":1002},"788185bf-8ce8-4439-b866-0b3f8625689b",{"type":39,"content":1595},[1596,1605],{"type":967,"attrs":1597,"content":1598},{"level":1020,"textAlign":118},[1599],{"text":1600,"type":513,"marks":1601},"Schritt 3: Interesse mit einem Smoke-Test quantifizierbar machen ",[1602,1604],{"type":929,"attrs":1603},{"color":931},{"type":957},{"type":42,"attrs":1606,"content":1607},{"textAlign":118},[1608],{"text":1609,"type":513,"marks":1610},"Im dritten Schritt ging es darum, die zuvor theoretisch validierten Annahmen im realen Nutzungskontext zu überprüfen. Wir entwickelten einen Fake-Door-Test im Live-Umfeld, bei dem das Loyalty-Programm prominent kommuniziert wurde, obwohl es noch nicht existierte. So konnten wir messen, wie viele Nutzer tatsächlich auf das Angebot reagierten und sich dafür interessierten. 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Wir modellierten mehrere Szenarien auf Basis realer Interaktionsdaten und konnten so aufzeigen, wie sich unterschiedliche Adoptionsraten und Kaufverhalten auf Umsatz und Profitabilität auswirken würden. Die Analyse zeigte, dass bereits mit minimalem initialem Aufwand ein profitabler Start möglich ist. Damit lag eine belastbare Entscheidungsgrundlage vor, die half, interne Hürden zu überwinden und den Weg für eine Umsetzung zu ebnen.",[1661],{"type":929,"attrs":1662},{"color":931},{"_uid":1664,"icon":30,"text":1665,"image":1680,"theme":124,"component":1539,"action_buttons":1682,"image_position":1541},"3a02fd71-9c7c-4492-ae81-a48f7ab7dc74",{"type":39,"content":1666},[1667],{"type":42,"attrs":1668,"content":1669},{"textAlign":118},[1670,1675],{"text":1526,"type":513,"marks":1671},[1672,1674],{"type":929,"attrs":1673},{"color":1530},{"type":957},{"text":1676,"type":513,"marks":1677}," Der Business Case wurde nicht geplant, sondern validiert – was interne Entscheidungsprozesse erheblich beschleunigte.",[1678],{"type":929,"attrs":1679},{"color":1530},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1681},{},[],{"_uid":1684,"text":1685,"component":1002},"d3aa46b3-aeee-4934-83e3-bc71ad577a8f",{"type":39,"content":1686},[1687],{"type":42,"attrs":1688,"content":1689},{"textAlign":118},[1690],{"text":1691,"type":513,"marks":1692},"Was zuvor nur eine vage Idee war, entwickelte sich durch die Messung echter Nachfrage zu einer belastbaren Berechnungsgrundlage – komplett mit Szenarien zu potenziellen Impact und den damit verbundenen Kosten. Dieses strukturierte Vorgehen machte aus einem Bauchgefühl eine fundierte Geschäftsentscheidung für ein Loyalty Programm, das gerade von diesem Unternehmen wirklich gebaut wird.",[1693],{"type":929,"attrs":1694},{"color":931},{"_uid":1696,"text":1697,"component":1002},"0024dc69-6016-458c-837f-582ce9ce0f2d",{"type":39,"content":1698},[1699],{"type":967,"attrs":1700,"content":1701},{"level":969,"textAlign":118},[1702],{"text":1703,"type":513,"marks":1704},"Die wichtigsten Learnings",[1705],{"type":929,"attrs":1706},{"color":931},{"_uid":1708,"boxes":1709,"component":1800,"bordered_cards":81},"ce01823a-fb0b-4e8a-a5c4-4837c267c449",[1710,1728,1746,1764,1782],{"tag":30,"_uid":1711,"icon":1712,"text":1714,"image":1724,"button":1726,"headline":1727,"component":548},"c76f1d35-80db-429a-9dcb-a6f2ed73c9f8",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1713},{},{"type":39,"content":1715},[1716],{"type":42,"attrs":1717,"content":1718},{"textAlign":118},[1719],{"text":1720,"type":513,"marks":1721},"Nicht, weil Kund:innen grundsätzlich kein Interesse haben, sondern weil Programme zu komplex gedacht werden, am eigentlichen Kundenbedürfnis vorbeigehen oder ohne klaren Business Case ins Leben gerufen werden",[1722],{"type":929,"attrs":1723},{"color":931},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1725},{},[],"70 % der Loyalty-Programme scheitern – meist aus den falschen Gründen.",{"tag":30,"_uid":1729,"icon":1730,"text":1732,"image":1742,"button":1744,"headline":1745,"component":548},"a9e3c4b2-1531-470d-a37e-11f02d923d4a",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1731},{},{"type":39,"content":1733},[1734],{"type":42,"attrs":1735,"content":1736},{"textAlign":118},[1737],{"text":1738,"type":513,"marks":1739},"Genau wie bei jedem anderen Produkt entscheidet der Product-Market-Fit über Erfolg oder Misserfolg. Nur wenn der wahrgenommene Nutzen für die Zielgruppe klar ist, entsteht echte Bindung",[1740],{"type":929,"attrs":1741},{"color":931},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1743},{},[],"Ein Loyalty-Programm ist ein Produkt – kein Marketing-Feature.",{"tag":30,"_uid":1747,"icon":1748,"text":1750,"image":1760,"button":1762,"headline":1763,"component":548},"f9862fbd-3729-4a99-9b02-99496c635967",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1749},{},{"type":39,"content":1751},[1752],{"type":42,"attrs":1753,"content":1754},{"textAlign":118},[1755],{"text":1756,"type":513,"marks":1757},"Amazon Prime zeigt, dass nachhaltiger Erfolg durch kleine, getestete Schritte entsteht: Hypothesen validieren, Feedback einholen, regional oder segmentweise ausrollen und kontinuierlich optimieren",[1758],{"type":929,"attrs":1759},{"color":931},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1761},{},[],"Agiles Vorgehen schlägt Wasserfall-Projekte.",{"tag":30,"_uid":1765,"icon":1766,"text":1768,"image":1778,"button":1780,"headline":1781,"component":548},"e4c1894c-3d3f-4c00-83cc-62e2d4d47bb0",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1767},{},{"type":39,"content":1769},[1770],{"type":42,"attrs":1771,"content":1772},{"textAlign":118},[1773],{"text":1774,"type":513,"marks":1775},"Prototypen, Nutzerinterviews und Fake-Door-Tests helfen, falsche Prioritäten und unausgereifte Ideen schnell sichtbar zu machen – lange bevor Budget und Ressourcen verbrannt werden",[1776],{"type":929,"attrs":1777},{"color":931},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1779},{},[],"Frühe Validierung schützt vor teuren Fehlannahmen.",{"tag":30,"_uid":1783,"icon":1784,"text":1786,"image":1796,"button":1798,"headline":1799,"component":548},"c0dee6a0-9f9c-41a7-9bd5-b2e66f735793",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1785},{},{"type":39,"content":1787},[1788],{"type":42,"attrs":1789,"content":1790},{"textAlign":118},[1791],{"text":1792,"type":513,"marks":1793},"Statt theoretische Szenarien zu entwerfen, lassen sich mit echten Interaktions- und Testdaten verlässliche Prognosen für Adoption, Umsatzpotenzial und Profitabilität ableiten",[1794],{"type":929,"attrs":1795},{"color":931},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1797},{},[],"Ein belastbarer Business Case basiert auf realer Nachfrage.","richtext-boxes","70 % der Loyalty-Programme scheitern. 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Mit diesen 5 Wegen lässt auch Du begeisterte Kunden sprechen.","b4a4e064-2959-4ec5-be04-3fd33dd04da7",[1907,1926,1937,1982,1993,2001,2012,2053,2064,2077,2088,2101,2112,2134,2145,2158,2169,2180,2191,2204,2215,2228,2239,2252,2263,2276,2287,2300,2311,2320,2331,2361,2372,2383,2394,2405,2418,2429,2442,2453,2485,2496,2509,2520,2531,2542,2557,2568,2581,2592,2603,2616,2627,2640,2651,2663,2674,2709,2720,2733,2744,2764,2775,2788,2799],{"_uid":1908,"text":1909,"component":1002},"d4296520-a391-4f13-951c-c1a817455292",{"type":39,"content":1910},[1911,1916,1921],{"type":42,"attrs":1912,"content":1913},{"textAlign":118},[1914],{"text":1915,"type":513},"Kundenbewertungen im E-Commerce sind ein wichtiger Einflussfaktor auf das Kaufverhalten. Positive und authentische Bewertungen liefern anderen Kunden wichtige Kaufargumente und führen zu einem durchschnittlichen Umsatzanstieg von 30%. Mit diesen 5 Wegen lässt auch Du begeisterte Kunden sprechen.",{"type":967,"attrs":1917,"content":1918},{"level":969,"textAlign":118},[1919],{"text":1920,"type":513},"Welchen Einfluss haben Kundenbewertungen?",{"type":42,"attrs":1922,"content":1923},{"textAlign":118},[1924],{"text":1925,"type":513},"Der positive Einfluss von Kundenbewertungen auf das Kaufverhalten konnte in verschiedenen Studien nachgewiesen werden. Die Infografik von Ekomi zeigt zum Beispiel, dass Produkte mit einer positiven Bewertung einen durchschnittlichen Umsatzanstieg von rund 30% erreichen.",{"_uid":1927,"image":1928,"caption":1931,"component":1013},"68d4594d-9d87-4295-b3c8-9b7f5f67645d",{"alt":118,"src":1929,"name":30,"focus":30,"title":118,"source":30,"filename":1929,"copyright":30,"fieldtype":49,"meta_data":1930,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/gqTK1mth_ekomi-einfluss-bewertungen-1-610x619.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1932},[1933],{"type":42,"content":1934},[1935],{"text":1936,"type":513},"Quelle: eKomi 2016 – Mit Kundenbewertungen den Umsatz steigern.",{"_uid":1938,"text":1939,"component":1002},"fc32b1c9-30cc-4e66-8b2b-40368cc3b8a8",{"type":39,"content":1940},[1941,1972,1977],{"type":42,"attrs":1942,"content":1943},{"textAlign":118},[1944,1946,1959,1961,1970],{"text":1945,"type":513},"Aus konsumpsychologischer Sicht ist dieses Verhalten mit dem Effekt des ",{"text":1947,"type":513,"marks":1948},"Social Proof",[1949],{"type":989,"attrs":1950},{"href":1951,"uuid":1952,"anchor":118,"target":1953,"linktype":31,"story":1954},"/de/behavior-patterns/social-proof-als-hebel-fur-mehr-konversion","740e8a18-05a5-4e84-b34d-f474dd146cf3","_self",{"name":1955,"id":1956,"uuid":1952,"slug":1957,"url":1958,"full_slug":1958,"_stopResolving":81},"Social Proof als Hebel für mehr Konversion",101806406577737,"social-proof-als-hebel-fur-mehr-konversion","de/behavior-patterns/social-proof-als-hebel-fur-mehr-konversion",{"text":1960,"type":513}," zu erklären. Menschen orientieren sich in ihrem Verhalten fast immer am Verhalten anderer Menschen – auch beim Onlineshopping. Wie du die Behavior Patterns wie Social Proof erfolgreich umsetzt, erfährst du in einem Videokurs von unserem ",{"text":1962,"type":513,"marks":1963},"Growth Ambassador Programm",[1964],{"type":989,"attrs":1965},{"href":1966,"uuid":389,"anchor":118,"target":1953,"linktype":31,"story":1967},"/de/growth-ambassador-community",{"name":391,"id":1968,"uuid":389,"slug":1969,"url":390,"full_slug":390,"_stopResolving":81},62086251701816,"growth-ambassador-community",{"text":1971,"type":513},". So kannst du dich im Bereich der Konsumpsychologie weiterbilden, damit du Behavior Patterns erfolgreich implementierst. Zudem bieten wir dir auch die Möglichkeit, dich mit anderen Expert:innen unserer Community über digitale Wachstumsstrategien in regelmäßigen Meetups auszutauschen.",{"type":42,"attrs":1973,"content":1974},{"textAlign":118},[1975],{"text":1976,"type":513},"Interessant ist, dass Online-Produktrezensionen auch im klassischen Ladengeschäft von immer mehr Interessenten via Smartphone aufgerufen werden. Anstatt auf die Einzelmeinung eines Verkäufers zu vertrauen, wird demnach immer häufiger auf die Aussagen von unabhängigen Personen gesetzt. Menschen, die tatsächlich schon Erfahrungen mit dem Produkt gemacht haben.",{"type":42,"attrs":1978,"content":1979},{"textAlign":118},[1980],{"text":1981,"type":513},"Die folgenden Zahlen bestätigen, dass das bei Onlinekäufen nicht anders ist:",{"_uid":1983,"image":1984,"caption":1987,"component":1013},"ffeccb36-8351-44d3-b960-45ea56845b69",{"alt":118,"src":1985,"name":30,"focus":30,"title":118,"source":30,"filename":1985,"copyright":30,"fieldtype":49,"meta_data":1986,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/VfkSChRK_vertrauen-bewertungen-1-610x375.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1988},[1989],{"type":42,"content":1990},[1991],{"text":1992,"type":513},"Produktbewertungen anderer User erwecken deutlich mehr Vertrauen als Herstellerinformationen. (Quelle: eKomi 2016)",{"_uid":1994,"text":1995,"component":1002},"f03fcc65-4e98-4235-ae6a-ffd61aab041a",{"type":39,"content":1996},[1997],{"type":42,"content":1998},[1999],{"text":2000,"type":513},"Für Shopbetreiber ist es daher meist unerlässlich, die Möglichkeit zur Kundenbewertung technisch einzubinden. Damit ist es aber leider noch nicht getan. Viel wichtiger ist im nächsten Schritt, ausreichend viele hilfreiche Kritiken zu generieren, um ein hohes Maß an Vertrauen, Sicherheit und Glaubwürdigkeit zu erzeugen. Denn je mehr Bewertungen – desto höher die Kaufwahrscheinlichkeit und damit die Conversion Rate.",{"_uid":2002,"image":2003,"caption":2006,"component":1013},"ecd8f5ad-1150-4b71-860f-3348910802e8",{"alt":118,"src":2004,"name":30,"focus":30,"title":118,"source":30,"filename":2004,"copyright":30,"fieldtype":49,"meta_data":2005,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/SF_sjs3f_anzahl-bewertungen-1-610x472.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2007},[2008],{"type":42,"content":2009},[2010],{"text":2011,"type":513},"Schon eine Bewertung steigert die Conversion Rate um 10%. (Quelle: eKomi 2016)",{"_uid":2013,"text":2014,"component":1002},"9812bda7-7737-41ca-bca4-8f88be783d61",{"type":39,"content":2015},[2016,2021,2025,2034,2039,2043],{"type":967,"attrs":2017,"content":2018},{"level":969},[2019],{"text":2020,"type":513},"5 Wege zu mehr Kundenbewertungen",{"type":42,"content":2022},[2023],{"text":2024,"type":513},"Wenn Du diese Zahlen gesehen hast, denkst Du Dir sicher “Ich möchte meine Käufe auch durch Kundenbewertungen ankurbeln, doch wie stelle ich das an?”.  In ein paar Minuten bist Du schlauer. Lass Dich von uns durch 5 praktische Tipps führen und von vielen Best Practices inspirieren. Im Mittelpunkt unserer Tipps steht immer die Frage:",{"type":2026,"content":2027},"blockquote",[2028],{"type":42,"content":2029},[2030],{"text":2031,"type":513,"marks":2032},"„Wie überzeuge ich meine Kunden davon, (mehr) Bewertungen abzugeben?“",[2033],{"type":957},{"type":967,"attrs":2035,"content":2036},{"level":969},[2037],{"text":2038,"type":513},"1. 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Besonders komfortabel: ich kann die Sterne schon in der E-Mail anklicken.",{"_uid":2065,"text":2066,"component":1002},"21ca2a38-b375-4690-8210-f5abbfef0969",{"type":39,"content":2067},[2068],{"type":967,"attrs":2069,"content":2070},{"level":2045},[2071],{"text":2072,"type":513,"marks":2073},"Eventim",[2074],{"type":989,"attrs":2075},{"href":2076,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.eventim.de/",{"_uid":2078,"image":2079,"caption":2082,"component":1013},"1b4a0900-ede6-4060-995a-803325b222bf",{"alt":118,"src":2080,"name":30,"focus":30,"title":118,"source":30,"filename":2080,"copyright":30,"fieldtype":49,"meta_data":2081,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/-1Pw_wZO_eventim-1-610x727.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2083},[2084],{"type":42,"content":2085},[2086],{"text":2087,"type":513},"Eventim schickt diese Mail keine 2 Tage nach dem Konzert raus. Dann sind die Erinnerungen noch ganz frisch – was die Wahrscheinlichkeit der Abgabe erhöht.",{"_uid":2089,"text":2090,"component":1002},"953c5534-a84e-4c92-ac24-6c3b280342da",{"type":39,"content":2091},[2092],{"type":967,"attrs":2093,"content":2094},{"level":2045},[2095],{"text":2096,"type":513,"marks":2097},"booking.com",[2098],{"type":989,"attrs":2099},{"href":2100,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.booking.com/",{"_uid":2102,"image":2103,"caption":2106,"component":1013},"52f23f06-7d08-4aee-8a4f-c68e4a0945e7",{"alt":118,"src":2104,"name":30,"focus":30,"title":118,"source":30,"filename":2104,"copyright":30,"fieldtype":49,"meta_data":2105,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/WfQnNvRp_booking-2-610x520.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2107},[2108],{"type":42,"content":2109},[2110],{"text":2111,"type":513},"Boooking.com versendet pro Reise mehrere Mails inklusive Reminder. 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Die Zahl (32) animiert dazu, die Arbeit „zu erledigen“.",{"_uid":2170,"image":2171,"caption":2174,"component":1013},"96b6cff8-0cfd-42c5-b725-481a6cadb45e",{"alt":118,"src":2172,"name":30,"focus":30,"title":118,"source":30,"filename":2172,"copyright":30,"fieldtype":49,"meta_data":2173,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/SF_cwTqI_thomann-kundencenter-1-610x589.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2175},[2176],{"type":42,"content":2177},[2178],{"text":2179,"type":513},"Die Anzahl der noch offenen Bewertungen wird im Menü weitergeführt.",{"_uid":2181,"image":2182,"caption":2185,"component":1013},"bcba679e-b35f-49eb-a353-7e1d15fefbab",{"alt":118,"src":2183,"name":30,"focus":30,"title":118,"source":30,"filename":2183,"copyright":30,"fieldtype":49,"meta_data":2184,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/IpXIq9oH_thomann-danke-1-610x578.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2186},[2187],{"type":42,"content":2188},[2189],{"text":2190,"type":513},"Statt den Besucher während des Shoppings zu stören, wird er ganz am Ende (auf der Dankeseite) um eine Bewertung gebeten.",{"_uid":2192,"text":2193,"component":1002},"43bd3f4f-d621-46f7-9e54-c83b91e2c19e",{"type":39,"content":2194},[2195],{"type":967,"attrs":2196,"content":2197},{"level":2045},[2198],{"text":2199,"type":513,"marks":2200},"Flaconi",[2201],{"type":989,"attrs":2202},{"href":2203,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.flaconi.de/",{"_uid":2205,"image":2206,"caption":2209,"component":1013},"c7b4f124-a140-4a5c-9a33-58eaad2628e6",{"alt":118,"src":2207,"name":30,"focus":30,"title":118,"source":30,"filename":2207,"copyright":30,"fieldtype":49,"meta_data":2208,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/kIPzRIzm_flaconi-danke-1-610x662.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2210},[2211],{"type":42,"content":2212},[2213],{"text":2214,"type":513},"Gleiches Bild bei Flaconi – freundliche Bitte um Feedback auf der Dankeseite.",{"_uid":2216,"text":2217,"component":1002},"bf37b0e5-13aa-466e-ba16-18ad8fbbf9fa",{"type":39,"content":2218},[2219],{"type":967,"attrs":2220,"content":2221},{"level":2045},[2222],{"text":2223,"type":513,"marks":2224},"Bergfreunde",[2225],{"type":989,"attrs":2226},{"href":2227,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.bergfreunde.de/",{"_uid":2229,"image":2230,"caption":2233,"component":1013},"d837f570-956e-4f98-9557-95ef34ab0da2",{"alt":118,"src":2231,"name":30,"focus":30,"title":118,"source":30,"filename":2231,"copyright":30,"fieldtype":49,"meta_data":2232,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/wPnZ1DE7_bergfreunde-danke-1-610x351.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2234},[2235],{"type":42,"content":2236},[2237],{"text":2238,"type":513},"Die Bergfreunde nutzen ebenfalls die Dankeseite, um mehr Kundenstimmen zu sammeln. 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Lass Dich von diesen 21 Best Practices inspirieren.","a7e68482-a0f4-418e-aabe-12015a07d4c5",[2924,2947,2959,3031,3043,3088,3100,3112,3132,3143,3163,3175,3195,3207,3224,3236,3256,3268,3370,3382,3401,3412,3428,3439,3459,3470,3491,3503,3523,3535,3551,3563,3579,3591,3644,3656,3674,3686,3705,3717,3733,3745,3764,3776,3791,3803,3821,3832],{"_uid":2925,"text":2926,"component":1002},"af9e3df3-be7a-428a-bf94-6f08945204ae",{"type":39,"content":2927},[2928,2932,2943],{"type":42,"content":2929},[2930],{"text":2931,"type":513},"Auch als Marketer bist Du sicher vom Großteil der Newsletter, die in Deinem Posteingang landen genervt. Werbe-Emails, die keinen Mehrwert bieten und Kunden nicht persönlich (Stichwort: Personalisierung) ansprechen, verfehlen ihr Ziel wie Argentinien 2014 den Fußball-Weltmeistertitel. Möchtest Du mit Deinen Newslettern richtig Eindruck schinden, dann lass Dich von diesen 21 Best Practices inspirieren.",{"type":42,"content":2933},[2934],{"type":2935,"attrs":2936,"marks":2939},"image",{"alt":118,"src":2937,"name":30,"focus":30,"title":118,"source":30,"filename":2937,"copyright":30,"fieldtype":49,"meta_data":2938,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/C8onqNVe_titel_email-2-610x250.png",{"alt":118,"title":118,"source":30,"copyright":30},[2940],{"type":989,"attrs":2941},{"href":2942,"title":118},"https://www.konversionskraft.de/wp-content/uploads/2017/06/titel_email-1.png",{"type":42,"content":2944},[2945],{"text":2946,"type":513},"Sale! Aktion! Rabatt! …nur noch heute und dann nie wieder! – Jeder kennt sie: die typischen Aktions-Newsletter mit hoch-exklusiven Angeboten und nie dagewesenen Schnäppchen. 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In etwa wie die wöchentliche Prospekt-Flut im heimischen Briefkasten.",{"type":967,"attrs":2984,"content":2985},{"level":969},[2986],{"text":2987,"type":513},"Wie lässt sich die Relevanz von Newslettern steigern?",{"type":42,"content":2989},[2990],{"text":2991,"type":513},"Im Internet gibt es schon hunderte Artikel, die wertvolle Tipps zur Optimierung bereithalten. Angefangen bei der Betreffzeile, über den perfekten Text-Snippet und die richtige Ansprache bis hin zur optimalen Versendefrequenz. Links dazu gibts am Ende dieses Beitrags.",{"type":42,"content":2993},[2994],{"text":2995,"type":513},"Anstatt noch tiefer in Theorie & Details einzutauchen, möchten wir das Thema in diesem Artikel mal ganz praktisch angehen.",{"type":42,"content":2997},[2998],{"text":2999,"type":513},"Du bekommst 3 Tipps – kurz und knapp, mit vielen Screenshots & Best Practices.",{"type":42,"content":3001},[3002],{"text":3003,"type":513,"marks":3004},"Im Mittelpunkt immer die Frage:",[3005],{"type":957},{"type":42,"content":3007},[3008],{"text":3009,"type":513},"„Was sind die Erfolgsfaktoren für hohe Öffnungs- und Klickraten?“",{"type":42,"content":3011},[3012],{"text":3013,"type":513},"Los gehts mit dem ersten Faktor:",{"type":967,"attrs":3015,"content":3016},{"level":969},[3017],{"text":3018,"type":513},"1. Sorge dafür, dass Newsletter nicht wie Werbung aussehen",{"type":42,"content":3020},[3021],{"text":3022,"type":513},"Wir werden (nicht nur im Internet) ständig von Reklame überflutet. Jeder möchte uns irgendetwas andrehen. Produkte & Services, die wir weder brauchen noch wollen. Das Gute: Unser Gehirn ist Profi darin, uninteressante Dinge blitzschnell auszublenden. Wir entscheiden innerhalb von Millisekunden darüber, ob wir etwas Aufmerksamkeit schenken oder nicht.",{"type":42,"content":3024},[3025],{"text":3026,"type":513},"Knallbunte Badges, Rabatte und riesige Streichpreise erzeugen einen hohen Kaufdruck. Und zugegeben: natürlich können diese auch den ein oder anderen zum Kauf verleiten.",{"type":42,"content":3028},[3029],{"text":3030,"type":513},"Allein durch die Flut an Werbung bleibt die Chance jeder einzelnen Botschaft, wirklich wahrgenommen zu werden, jedoch sehr gering. Besonders dann, wenn sie sich nicht von den vielen weiteren abhebt. Kein Mehrwert. Kein Vorteil. 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Nein! Wir haben 8 erfolgreiche Wege, mit denen Du Deine Abonnenten noch umstimmen kannst.","8cd1c6fc-bc65-4842-84a4-19b8be99c435",[4062,4150,4161,4177,4188,4230,4241,4257,4268,4280,4291,4313,4324,4337,4348,4370,4381,4393,4404,4417,4428,4439,4450,4519,4530,4541,4552,4565,4576,4584,4595,4608,4619,4641,4652,4664,4675,4686,4697,4714,4725,4742,4753,4779,4790,4803,4814,4852,4863,4876,4887],{"_uid":4063,"text":4064,"component":1002},"b3df508a-3bc2-415a-ba61-a94313a011ff",{"type":39,"content":4065},[4066,4071,4076,4081,4092,4097,4102,4107,4135,4140,4145],{"type":42,"attrs":4067,"content":4068},{"textAlign":118},[4069],{"text":4070,"type":513},"Du denkst, es sei alles verloren, wenn ein Kunde im Newsletter den Abmelde-Link anklickt? Aus und vorbei? Das muss nicht sein. Wir haben 8 Wege, mit denen Du Deine Leser überzeugst, zu bleiben. 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