Consejos para mejorar una campaña de Email Marketing

consejos para una campaña de Email Marketing

La mayoría de las empresas se limitan a enviar un newsletter o email mensual a toda su base de datos ofreciendo únicamente promociones y ofertas sin generar valor al usuario.

De esta manera, es muy dificil diferenciarse de la competencia y también, conseguir llamar la atención al usuario para que abra el email. Por ello, en la mayoría de las veces estas campañas de email no son del todo efectivas si no se aplican adecuadamente.
El objetivo de esta entrada es desarrollar los aspectos a tener en cuenta en una campaña de email marketing.

La Base de Datos o “Database”

Debemos crear una base de datos propia, constantemente actualizada, optimizada y segmentada para mejorar los resultados.
La segmentación de la base de datos es clave para la comunicación eficaz ya que puede tratar a cada segmento como corresponde:
Pre-clientes: Son aquellos que se han puesto en contacto con la empresa y han solicitado información pero todavía no han comprado el producto. El objetivo de las campañas a este grupo deberá ser convertirlos en clientes.
Nuevos clientes: Este grupo acaba de conocer a la empresa y por tanto, esta viendo como se comporta. Probablemente no conocen bien el producto que comercializa y puede tener cierta desconfianza. Por ello, es fundamental en esta fase, facilitarles toda la información que requieran para obtener mayor credibilidad.
Clientes fieles: Llevan mucho tiempo junto a nosotros, conocen el producto y confian en nosotros. No necesitan tanta información básica, pero si es necesario crear contenidos de interés y calidad para tratar de fidelizarlos.
Clientes perdidos: debemos conocer la razón de su marcha, corregir errores, tratar de mejoralos y tendremos medio camino para recuperarlos.
Además de esta segmentación por grupos de clientes, también se realiza según caracteristicas sociodemográficas (Sexo, edad, ciudad, clase social…).

El Asunto o “Subject”

Es determinante para que el usuario abra o no el email. El éxito de apertura de un email procede en un 50% de la eficaz reacción de la linea del asunto. Por ello, debemos crear un asunto que llame la atención a nuestros usuarios:
Expectativas: Identificar claramente el contenido del mail. Nunca generar falsas expectativas ya que esto daña la confianza.
Creatividad: Los asuntos creativos y ambiguos generan curiosidad en el cliente y el email tiene mayor tasa de lectura.
Originalidad: Describir el contenido del mail de una manera nueva e innovadora.
Brevedad: El asunto solo muestra como máximo 50 carácteres y a partir de ahí muestran puntos suspensivos o directamente lo cortan.
Palabras prohibidas: Evitar frases o palabras como descuento, promoción, oferta, gratis, por tiempo limitado… estos tipos de asuntos hace que nuestros email sean interpretados como Spam.
Evitar palabras en mayúsculas y signos de exclamación.
Personalización: Los asuntos con el nombre del destinatario en el email  siempre tendrán mayor tasa de lectura que los asuntos fijos y más generales.

El Contenido o “Content”

El email marketing se convierte en una forma de mantener a nuestros clientes informados sobre las novedades que pueden encontrar en nuestra Web o las ofertas que más le pueden interesar. El objetivo principal de nuestro email debe ser lograr la venta cruzada de nuestros productos así como conseguir repetidas visitas a nuestra Web.
Siempre debemos tener presente que el email debe llamar a la acción, ya sea rellenar un formulario, comprar un producto o visitar la Web.
También debemos prestar especial atención a la Landing Page o página de destino, es la página a la que envias a tus visitantes con el objetivo de que hagan determinada acción. Es muy importante definir un solo objetivo para cada Landing Page (Click, comprar, registrarse, compartir…).
Por otro lado, debemos lograr un diseño atractivo y optimizado apara nuestro email: Balance 50% texto- 50% imagen,. el tamaño no debe exceder los 600px de ancho, utilizar HTML simple, tipografias conocidas, no utilizar fondos con imágenes.

El email marketing es una excelente opción para establecer, mantener o reforzar la comunicación con sus clientes y contactos, posicionando sus productos y servicios.
Una adecuada campaña ofrece grandes beneficios con una baja inversión de tiempo y dinero.

Mandoo, New Marketing

ingles consejos para una campaña de Email Marketing

Most of companies just send newsletters or monthly mails to the whole of their data bases, offering promotions or sales without adding value to the customer. This is neither a good way to differentiate yourself from the competitors nor to attract your customers to open the email. Most of the times these campaigns are not effective at all; in case of not being properly performed.
The purpose of this post is to determine what factors you must bear in mind doing a marketing mail campaign.
DATA BASE
We shall create a data base which is constantly updated, optimized and segmented in order to get the best results.
Data base segmentation is a key element for effective communication because enterprises can address suitably to each segment:
– Potential customers: who have already had contact with the enterprise and even they have asked for information, but they have not bought any product yet. The aim of the campaigns addressed to them is to achieve they will become customers.
– New customers: They have already bought the product, but they still do not know really well the product and the enterprise. Thus, in this case is essential to give them the entire information required by them, to get the most credibility.
– Loyal customers: They have bought the product or our products several times, and they keep buying from us. They know the product already and they trust us. Therefore in this case they do not need the basic information, but it’s needed to create interesting and quality content for them with the aim of maintain their trustability and loyalty.
– Inactive customers: They are those customers who have bought far time ago, but they do not any more. It is essential to know why they “left”. If it is needed to correct our mistakes and try to improve, so we will be on our way to have them back.
Furthermore we can make the segmentation of our customers by sociodemographic characteristics (sex, age, city…)

SUBJECT
The subject is a factor determinant for a person to open or not an email. The success of the mail openness comes up in a 50% from the reaction in front of the subject. Because of that it is fundamental to write down an attractive subject:
– Creativity: Creative and ambiguous subjects arouse curiosity in clients; and it is more likely that mails are going to be opened.
– Originality: Define the content of the mail in an innovative and new way.
– Briefness: The subject has as maximum of 50 characters.
– Forbidden words: You must avoid words such as discount, promotion, offers, free…, or capital letters and exclamation signs because this kind of subjects make our mails look like spam.
– Customization: The subjects with the name on it always will have more likely to be opened than the general and fixed ones.

CONTENT
Marketing email is a way to maintain up to date to our clients regarding to the news and offers that they can find in our web site that can be interesting for them. The main goal of our mail should be to achieve cross-selling of our products and to increase the views to our web site. Always we have to take into account that every mail has to encourage to take action.

frances consejos para una campaña de Email Marketing

Most of companies just send newsletters or monthly mails to the whole of their data bases, offering promotions or sales without adding value to the customer. This is neither a good way to differentiate yourself from the competitors nor to attract your customers to open the email. Most of the times these campaigns are not effective at all; in case of not being properly performed.
The purpose of this post is to determine what factors you must bear in mind doing a marketing mail campaign.
DATA BASE
We shall create a data base which is constantly updated, optimized and segmented in order to get the best results.
Data base segmentation is a key element for effective communication because enterprises can address suitably to each segment:
– Potential customers: who have already had contact with the enterprise and even they have asked for information, but they have not bought any product yet. The aim of the campaigns addressed to them is to achieve they will become customers.
– New customers: They have already bought the product, but they still do not know really well the product and the enterprise. Thus, in this case is essential to give them the entire information required by them, to get the most credibility.
– Loyal customers: They have bought the product or our products several times, and they keep buying from us. They know the product already and they trust us. Therefore in this case they do not need the basic information, but it’s needed to create interesting and quality content for them with the aim of maintain their trustability and loyalty.
– Inactive customers: They are those customers who have bought far time ago, but they do not any more. It is essential to know why they “left”. If it is needed to correct our mistakes and try to improve, so we will be on our way to have them back.
Furthermore we can make the segmentation of our customers by sociodemographic characteristics (sex, age, city…)

SUBJECT
The subject is a factor determinant for a person to open or not an email. The success of the mail openness comes up in a 50% from the reaction in front of the subject. Because of that it is fundamental to write down an attractive subject:
– Creativity: Creative and ambiguous subjects arouse curiosity in clients; and it is more likely that mails are going to be opened.
– Originality: Define the content of the mail in an innovative and new way.
– Briefness: The subject has as maximum of 50 characters.
– Forbidden words: You must avoid words such as discount, promotion, offers, free…, or capital letters and exclamation signs because this kind of subjects make our mails look like spam.
– Customization: The subjects with the name on it always will have more likely to be opened than the general and fixed ones.

CONTENT
Marketing email is a way to maintain up to date to our clients regarding to the news and offers that they can find in our web site that can be interesting for them. The main goal of our mail should be to achieve cross-selling of our products and to increase the views to our web site. Always we have to take into account that every mail has to encourage to take action.Most of companies just send newsletters or monthly mails to the whole of their data bases, offering promotions or sales without adding value to the customer. This is neither a good way to differentiate yourself from the competitors nor to attract your customers to open the email. Most of the times these campaigns are not effective at all; in case of not being properly performed.
The purpose of this post is to determine what factors you must bear in mind doing a marketing mail campaign.
DATA BASE
We shall create a data base which is constantly updated, optimized and segmented in order to get the best results.
Data base segmentation is a key element for effective communication because enterprises can address suitably to each segment:
– Potential customers: who have already had contact with the enterprise and even they have asked for information, but they have not bought any product yet. The aim of the campaigns addressed to them is to achieve they will become customers.
– New customers: They have already bought the product, but they still do not know really well the product and the enterprise. Thus, in this case is essential to give them the entire information required by them, to get the most credibility.
– Loyal customers: They have bought the product or our products several times, and they keep buying from us. They know the product already and they trust us. Therefore in this case they do not need the basic information, but it’s needed to create interesting and quality content for them with the aim of maintain their trustability and loyalty.
– Inactive customers: They are those customers who have bought far time ago, but they do not any more. It is essential to know why they “left”. If it is needed to correct our mistakes and try to improve, so we will be on our way to have them back.
Furthermore we can make the segmentation of our customers by sociodemographic characteristics (sex, age, city…)

SUBJECT
The subject is a factor determinant for a person to open or not an email. The success of the mail openness comes up in a 50% from the reaction in front of the subject. Because of that it is fundamental to write down an attractive subject:
– Creativity: Creative and ambiguous subjects arouse curiosity in clients; and it is more likely that mails are going to be opened.
– Originality: Define the content of the mail in an innovative and new way.
– Briefness: The subject has as maximum of 50 characters.
– Forbidden words: You must avoid words such as discount, promotion, offers, free…, or capital letters and exclamation signs because this kind of subjects make our mails look like spam.
– Customization: The subjects with the name on it always will have more likely to be opened than the general and fixed ones.

CONTENT
Marketing email is a way to maintain up to date to our clients regarding to the news and offers that they can find in our web site that can be interesting for them. The main goal of our mail should be to achieve cross-selling of our products and to increase the views to our web site. Always we have to take into account that every mail has to encourage to take action.

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