{"id":6535,"date":"2024-06-05T20:23:30","date_gmt":"2024-06-05T17:23:30","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6535"},"modified":"2024-06-07T13:33:28","modified_gmt":"2024-06-07T10:33:28","slug":"como-ser-un-mejor-email-marketer","status":"publish","type":"post","link":"https:\/\/masterbase.com\/es\/como-ser-un-mejor-email-marketer\/masterbase\/","title":{"rendered":"C\u00f3mo ser un mejor “email marketer”"},"content":{"rendered":"

Si eres uno de los 4,1 mil millones de personas que utilizan el email, escuchar esto no es nuevo para ti. De hecho, no es ni siquiera una sorpresa para los marketers<\/em> que env\u00edan los mensajes de email. S\u00f3lo el 4% de las empresas podr\u00eda calificar el desempe\u00f1o de sus campa\u00f1as de email como “excelente”, seg\u00fan un estudio reciente de Campaign Monitor.<\/p>\n

Nada bien para los marketers, y tampoco una buena experiencia para los lectores. Podemos y debemos hacerlo mejor. Tenemos que construir mejores listas de env\u00edo si esperamos que nuestra m\u00e1quina de marketing digital funcione bien hoy, ma\u00f1ana y en el futuro.<\/p>\n

Entonces… \u00bfc\u00f3mo ser un mejor email marketer<\/em>?<\/strong><\/p>\n

Un gran email marketer<\/em> es aquel que env\u00eda el mensaje correcto a la persona correcta en el momento correcto. Es decir, mensajes relevantes. Y esta es la raz\u00f3n por la que la segmentaci\u00f3n es fundamental para una estrategia exitosa de email marketing: ayuda a crear un contexto para los mensajes que env\u00edes.<\/p>\n

Considera esto: cuando se pidi\u00f3 a los consumidores que calificaran la declaraci\u00f3n “La mayor\u00eda de los mensajes de marketing que recibo no poseen contenidos u ofertas que sean de inter\u00e9s para m\u00ed”, el 63% estuvo de acuerdo o muy de acuerdo. Ten en cuenta que estas personas no dijeron que el contenido fuera malo, simplemente que no era relevante.<\/p>\n

Puedes escribir el mejor mensaje del mundo, pero, si no es relevante para tu p\u00fablico, no es m\u00e1s que una p\u00e9rdida de tiempo para la audiencia y para ti. Cuanto m\u00e1s te centres en el contexto, m\u00e1s frutos vas a cosechar. Cuanto m\u00e1s personalizado sea tu mensaje, mejores resultados obtendr\u00e1s. Basta con mirar esta tabla comparativa entre un env\u00edo masivo versus un env\u00edo personalizado, en el que la relevancia aumenta considerablemente.<\/p>\n

La mejora en la estrategia de segmentaci\u00f3n y el camino hacia la personalizaci\u00f3n son una v\u00eda inmediata y de alto impacto para optimizar la estrategia en email marketing.<\/p>\n

Con esto en mente, pon atenci\u00f3n a estos 3 tipos de listas que deber\u00edas trabajar para maximizar la segmentaci\u00f3n, personalizaci\u00f3n e individualizaci\u00f3n; en otras palabras: la relevancia<\/strong>.<\/p>\n

    \n
  1. Listas de ciclo de vida<\/strong><\/li>\n<\/ol>\n

    El t\u00e9rmino ciclo de vida en marketing se refiere a la forma de comunicarte con tus contactos, desde su primer punto de contacto hasta el final de su vida \u00fatil como cliente. La segmentaci\u00f3n en base al ciclo de vida ayuda a realizar un seguimiento seg\u00fan la etapa del ciclo de vida en la que se encuentra un contacto. Esto normalmente incluye una lista de suscriptores en el blog de marketing, clientes potenciales (leads<\/em>), leads calificados de marketing, clientes y evangelizadores.<\/p>\n

      \n
    1. Listas de compromiso<\/strong><\/li>\n<\/ol>\n

      La segmentaci\u00f3n de contactos se realiza en funci\u00f3n de c\u00f3mo han interactuado con los diversos canales y comunicaciones online. \u00bfPor qu\u00e9 son importantes? Una buena estrategia de segmentaci\u00f3n utiliza tanto datos impl\u00edcitos como expl\u00edcitos. Los datos expl\u00edcitos son la informaci\u00f3n que un contacto comparte voluntariamente con una empresa. Por ejemplo, la informaci\u00f3n que entrega en una p\u00e1gina web o en un formulario de contacto.<\/p>\n

      Los datos impl\u00edcitos son informaci\u00f3n obtenida del comportamiento de los usuarios. Las listas de compromiso aprovechan los datos impl\u00edcitos para enviar mensajes m\u00e1s relevantes.<\/p>\n

      Seg\u00fan un estudio de Mailchimp, los emails segmentados y personalizados tienen un 14,31% m\u00e1s de aperturas y un 100,95% m\u00e1s de clics que los emails no segmentados.<\/p>\n

        \n
      1. Listas de comportamiento<\/strong><\/li>\n<\/ol>\n

        Son acciones dirigidas autom\u00e1ticamente a tus contactos en funci\u00f3n de sus interacciones a trav\u00e9s de m\u00faltiples canales: en las redes sociales, email marketing, sitio web y otros. Hacen un seguimiento de comportamientos espec\u00edficos de tus contactos, como formularios que han llenado, p\u00e1ginas que han visitado, etc. De acuerdo con un estudio de MarketingSherpa, el 39% de los marketers<\/em> dijo que “el env\u00edo de mensajes de email de forma autom\u00e1tica en base a conductas” es la t\u00e1ctica m\u00e1s eficaz para mejorar la efectividad del email.<\/p>\n

        Sin embargo, una encuesta en la que Econsultancy pregunt\u00f3 a los marketers “\u00bfCu\u00e1l de las siguientes pr\u00e1cticas son una parte de sus esfuerzos de email marketing?”, arroj\u00f3 que apenas el 20% de los email marketers<\/em> utiliza la segmentaci\u00f3n por conducta.<\/p>\n

        La segmentaci\u00f3n en base al comportamiento tiene que ver con la adopci\u00f3n de un enfoque centrado en el usuario. En otras palabras, es la acci\u00f3n que tus clientes potenciales realizan para recibir lo que desean recibir. Es, en esencia, el sue\u00f1o de todo email marketer<\/em>: el segmento de uno.<\/p>\n

        En resumen, ser un mejor email marketer<\/em> implica enfocarse en la relevancia a trav\u00e9s de la segmentaci\u00f3n, la personalizaci\u00f3n y el comportamiento de los contactos. Adopta estas pr\u00e1cticas y ver\u00e1s una mejora significativa en tus campa\u00f1as de email marketing.<\/p>\n

        \"ebook<\/a><\/p>\n

         <\/p>\n","protected":false},"excerpt":{"rendered":"

        Seamos sinceros: en t\u00e9rminos generales, la gente no es muy buena haciendo email marketing.<\/p>\n","protected":false},"author":239642484,"featured_media":14883,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo ser un mejor "email marketer" - 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