Cómo atraer la atención de nuestros usuarios a través del e-mail marketing

March 15, 2016 Back to blog

“Dentro del marketing, los e-mails son una de las partes más importantes en nuestro día a día. Es una de las herramientas que da más beneficio a la empresas”.

 

Crear un e-mail plan es el paso previo antes de empezar a enviarlos.

 

Sirve para que los correos que se envíen sean efectivos. Algunos pasos:

  • – Define tu audiencia: Hemos de hacer segmentaciones. Esto es fundamental; si no conocemos a nuestro usuario no podremos ofrecerle un contenido adecuado.
  • – Define el contenido: Por un lado están las campañas que enviemos (como p.e. una newsletter, una oferta concreta, etc.), y por otro tenemos los trigger e-mails o e-mails de sistema. Estos últimos hay que pensarlos también aunque vayan automatizados. Engloban desde un e-mail de bienvenida hasta un recordatorio de contraseña.
  • – Define el objetivo: ¿qué se quiere conseguir? Hemos de saber qué estamos midiendo, cuáles son nuestros objetivos.

 

Los e-mails de marketing no han de ser muy invasivos.

 

En este caso, somos nosotros quienes vamos hacia el usuario, con lo que éste ha de sentirse bien tratado y no presionado (si no queremos acabar en la bandeja de correo no deseado).

tablet-Ad-Pure

 

El contenido es la parte más importante de todo el proceso.

 

Existen varios tipos de contenido:

      • – Automático: Esto es: Onboarding process, password recovery, compra, follow up, win-back campaings…
      • – Campañas: Ofertas, novedades, eventos… Irán dedicadas a los usuarios que se nos han suscrito. Hemos de centrarnos en ofrecerles un contenido de calidad.

 

La frecuencia con la que enviamos estos e-mails es algo determinante. Lo recomendado es enviar como mínimo un e-mail al mes. Para ello, podemos crear un calendario que nos ayude a organizar tanto a nosotros mismos como a todo el equipo.  Realizar pruebas y errores de frecuencia en cuanto a los días de envío nos dará la clave para realizar nuestro e-mailing de una manera eficaz.

 

Pero… ¿cuándo es el mejor momento para enviar un e-mail?

 

Hay estudios que demuestran que mejor por la tarde. En cuanto a los días, se recomienda los martes o los viernes. Sin embargo, la única certeza que podemos tener es que cada empresa es diferente y lo mejor será que hagamos pruebas y aprendamos de ellas. Es una buena idea lo de testear, elegir por ejemplo un par de días a horas diferentes y así comprobar cómo responden los usuarios.

at-Ad-Pure

 

Los Trigger e-mails

 

Son un gran adelanto hoy en día y nos sirven de verdadera ayuda para aumentar el número de clientes y mejorar el ROI de e-mail marketing. Con ellos podemos enviar de forma efectiva el mejor contenido a nuestros usuarios: desde presentar nuestra empresa hasta felicitarles por su cumpleaños. A través de estos construimos una mejor relación con el cliente y mejoramos nuestra marca en gran medida.

 

¿Cuándo usarlos?

 

      • – Cuando un usuario se inscribe a nuestra cuenta.
      • – En series de e-mails.
      • – En ocasiones especiales que son una vez al año.
      • – Como agradecimiento a usuarios más activos.
      • – Para hacer un seguimiento después de una compra.
      • – Cuando quieres tener feedback.
      •  – En Win-Back emails.

 

Y.. ¿cuándo no?

 

      • – A la hora de mandar un mensaje personalizado.
      • – Cuando tenemos demasiado contenido.
      • – Si son e-mails transaccionales.
      • – Al seguir la actividad del usuario en nuestro site.

El secreto de todo lo anterior es personalizar la automatización. Es importante no parecer un robot y enviar e-mails que motiven al usuario a reengancharse a nuestro contenido, a realizar una compra que había dejado abandonada en el carrito, etc.

 

Los datos importantes a tener en cuenta para saber si estamos teniendo resultados son:

 

      • – Los clics que hemos tenido.
      • – Cuánta gente se nos da de baja a causa del e-mailing.
      • – Bounces o e-mails de rebote.
      • – El tráfico que nos trae el e-mail hasta nuestro site.
      • – Las inscripciones que se generan.

 

human-Ad- Pure

 

El usuario sólo dedica 51 segundos a un e-mail.

 

Más de un 80 % de personas que reciben tu e-mail sólo “escanean” el contenido. Para ello las imágenes son de gran valor. Eso sí, no hemos de caer en usar tanto la imagen en el sentido de que nuestro e-mail parezca spam publicitario.

 

¡No es cuestión de usar sólo imágenes, a la vez el texto ha de ser fácilmente digerible!

 

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