{"id":6587,"date":"2024-08-12T19:09:29","date_gmt":"2024-08-12T16:09:29","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6587"},"modified":"2024-09-13T13:04:01","modified_gmt":"2024-09-13T10:04:01","slug":"no-es-lo-mismo-enviar-un-email-que-conseguir-que-llegue-a-la-casilla-de-destino","status":"publish","type":"post","link":"https:\/\/masterbase.com\/es\/no-es-lo-mismo-enviar-un-email-que-conseguir-que-llegue-a-la-casilla-de-destino\/masterbase\/","title":{"rendered":"No es lo mismo enviar un email que conseguir que llegue a la casilla de destino"},"content":{"rendered":"<h1>Los jugadores de este dif\u00edcil partido son la experiencia, la tecnolog\u00eda y no pocas dificultades.<\/h1>\n<p>A nivel global, s\u00f3lo un 20% de los env\u00edos por email son leg\u00edtimos, es decir, no son considerados como Spam. Todo el resto, s\u00ed.<\/p>\n<p>Esto lleva a los proveedores de servicios de correo electr\u00f3nico (o ISP , Internet Services Providers) a levantar m\u00e1s y m\u00e1s barreras para filtrar los env\u00edos maliciosos y el correo no deseado, haciendo de llegar a la casilla de los destinatarios, un enorme desaf\u00edo.<\/p>\n<p>Por eso no es lo mismo enviar mensajes, que lograr entregarlos en las casillas de los contactos. Para conseguirlo, se debe tener presentes varios aspectos, todos incluidos en el concepto de Entregabilidad, cuyos alcances detallamos en este art\u00edculo.<\/p>\n<p>Pero, antes, es bueno que entiendas la cadena involucrada en el proceso.<\/p>\n<h2>Cadena de entregabilidad<\/h2>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" style=\"width: 471px; display: block; margin: 0px auto;\" src=\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/blogsept9.jpg?w=471&#038;ssl=1\" alt=\"blogsept9\"  \/><\/p>\n<ul>\n<li>El autor es la empresa o persona que crea los mensajes que desea enviar a su base de clientes.<\/li>\n<li>El enviador es la empresa que ofrece el servicio de entrega de mensajer\u00eda electr\u00f3nica en forma masiva, en nuestro caso: MasterBase\u00ae.<\/li>\n<li>El autor env\u00eda entonces sus mensajes a trav\u00e9s del enviador y \u00e9stos se env\u00edan por Internet.<\/li>\n<li>Los mensajes llegan hasta el receptor, que, por lo general, es la empresa que provee el servicio de cuenta de correo.<\/li>\n<li>\u00c9stos deciden si los mensajes ser\u00e1n o no entregados a los destinatarios, al definir si son Spam o correo leg\u00edtimo.<\/li>\n<li>El destinatario es el cliente o prospecto al cual el autor dirigi\u00f3 el env\u00edo: el destinatario final.<\/li>\n<\/ul>\n<p>Explicada ya la cadena de entregabilidad, veamos ahora qu\u00e9 es lo que determina que un receptor (ISP) clasifique un mensaje como Spam.<\/p>\n<p>El procedimiento de los ISP para evaluar tus env\u00edos es clave, pues determina el \u00e9xito o fracaso de una campa\u00f1a de email marketing. \u00bfDe qu\u00e9 sirve contar con una base de registros, elaborar campa\u00f1as y ofertas atractivas, si a fin de cuentas no llegan al destinatario?<\/p>\n<p>Una buena entregabilidad se logra sorteando favorablemente cada uno de los aspectos que un proveedor de servicios de email eval\u00faa antes de dar el pase a tus mensajes.<\/p>\n<p>Veamos cu\u00e1les son:<\/p>\n<h3>1. Soporte de autentificaci\u00f3n<\/h3>\n<p>Es b\u00e1sicamente responder afirmativamente la siguiente pregunta de los ISP: \u00bfEs usted el enviador que dice ser? El propio proveedor de servicios de email te entrega las herramientas necesarias para autenticar tus env\u00edos: SPF , Domain Keys, SenderID y DKIM.<\/p>\n<h3>2. Buena relaci\u00f3n con los ISP<\/h3>\n<p>Mantener contacto directo con Gmail, Hotmail o Yahoo para resolver cualquier problema de env\u00edo es algo que no todos pueden conseguir. S\u00f3lo lo logran empresas que efect\u00faan un gran volumen de env\u00edos, que disponen de una buena reputaci\u00f3n y mantienen una \u00f3ptima conducta de env\u00edo a lo largo del tiempo.<\/p>\n<h3>3. Manejo de rebotes<\/h3>\n<p>Que el enviador (MasterBase\u00ae) disponga de un eficiente manejo de rebotes (direcci\u00f3n de correo inv\u00e1lida o inexistente) es fundamental para mantener una buena relaci\u00f3n con los receptores (ISP)<\/p>\n<h3>4. Feedback Loop<\/h3>\n<p>Son mecanismos generados por los ISP para comunicar a los enviadores acerca de quejas por Spam efectuadas por los destinatarios. Esta informaci\u00f3n permite al enviador medir la calidad del env\u00edo, alertando al autor de posibles problemas y, en consecuencia, cuidando la reputaci\u00f3n de env\u00edo.<\/p>\n<h3>5. Correcci\u00f3n de estructura HTML<\/h3>\n<p>Tener la tecnolog\u00eda necesaria para ofrecer de forma automatizada la correcci\u00f3n de errores en las piezas dise\u00f1adas en HTML. Cualquier error puede traducirse en que el env\u00edo sea considerado Spam.<\/p>\n<h3>6. Seguir consejos de buenas pr\u00e1cticas<\/h3>\n<p>Que el autor sepa qu\u00e9 se debe hacer y qu\u00e9 no, es crucial para una efectiva entregabilidad y para no da\u00f1ar su reputaci\u00f3n de env\u00edo con los ISP. Siempre conviene escuchar los consejos y buenas pr\u00e1cticas que te entrega tu enviador, para no caer en Spam.<\/p>\n<p>No es la idea listar consejos ahora, pero s\u00ed es bueno mencionar uno que resulta fundamental para tu reputaci\u00f3n ante los ISP:<\/p>\n<p>Al\u00e9jate de enviadores que arriendan o comercializan bases de contactos y no pueden demostrar su legitimidad. La raz\u00f3n m\u00e1s importante es que es lo m\u00e1s probable es que ninguno de los destinatarios haya dado su permiso para que le env\u00eden mensajes.<\/p>\n<p>Eso, sin lugar a duda, aumenta el n\u00famero de quejas y Feedback loops y da\u00f1a la reputaci\u00f3n de tu marca frente a los ISP, no importando si el mensaje fue enviado desde una IP del proveedor que le arrend\u00f3 los registros.<\/p>\n<p>En definitiva, deja la entregabilidad en manos de expertos&#8230;<\/p>\n<p><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=guia-de-la-entregabilidad\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"13084\" data-permalink=\"https:\/\/masterbase.com\/es\/llegar-a-la-bandeja-de-entrada-5-factores-para-el-exito-en-la-entregabilidad\/masterbase\/captura-de-pantalla-2024-04-11-183044\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?fit=872%2C572&amp;ssl=1\" data-orig-size=\"872,572\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook email Gu\u00eda de la Entregabilidad\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?fit=800%2C525&amp;ssl=1\" class=\"wp-image-13084 aligncenter\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044-300x197.png?resize=643%2C422&#038;ssl=1\" alt=\"ebook email Gu\u00eda de la Entregabilidad\" width=\"643\" height=\"422\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=300%2C197&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=768%2C504&amp;ssl=1 768w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?w=872&amp;ssl=1 872w\" sizes=\"(max-width: 643px) 100vw, 643px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cualquiera puede enviar mensajes por emails, pero muy pocos pueden lograr que lleguen a la casilla de los destinatarios de forma exitosa.<\/p>\n","protected":false},"author":239642484,"featured_media":15768,"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-6587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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