‘Emails Promocionales’

Angela Tecles
Comments: 0
2013.09.11

Cómo conseguir la confianza de los suscriptores (II)

En el anterior post explicábamos cómo influyen en la decisión de compra tanto las decisiones racionales como las emocionales y analizábamos cómo actúa el consumidor. Hoy veremos cómo aplicar estos conocimientos al email marketing para lograr campañas rentables y exitosas. Los expertos hablan 4 aspectos que hay que tener en cuenta para lograr la confianza de los suscriptores a través del marketing online.

Este proceso no sólo se centra en la autenticidad, la personalidad y la transparencia de las que ya hablábamos, sino que también aborda cómo toman decisiones nuestros suscriptores.

 

1. Posicionamiento

El posicionamiento de nuestra marca, empresa, servicio y/o producto es un aspecto que debemos de cuidar al máximo. De ello depende cómo los suscriptores ven a nuestra marca, las sensaciones que les transmite, etc… El posicionamiento se refiere a cómo una marca es percibida por sus consumidores y clientes. Un posicionamiento de éxito se produce cuando los clientes conocen qué hace nuestra empresa y se decantan por nuestro producto. En el email marketing contamos con muy poco tiempo para sorprender a los suscriptores, por lo tanto debemos de diseñar campañas de email acordes al tiempo con el que contamos. Os aconsejamos que huyáis de redactar emails interminables y que apostéis por elementos creativos y de diseño, que pueden ser mucho más eficaces para transmitir un mensaje positivo, así como la identidad y la personalidad de la empresa.

Si queremos aportar información para que nuestros suscriptores sepan más acerca de la empresa, podemos añadir enlaces (“sobre nosotros”, “nuestra historia”, etc…) a través de los que redireccionar a la página web de la empresa.

Para lograr un buen posicionamiento en email marketing debemos evitar contar historias aburridas y utilizar, en cambio, un lenguaje atractivo y frases cortas, acompañados de un diseño que potencia la imagen de marca.

 

2. Mejora la vida de tus clientes

En este aspecto “no debemos de escatimar en gastos”. Transmitamos el mensaje de la empresa con todo lujo de detalles, los beneficios de nuestros productos y cómo pueden hacer mucho más fácil la vida de los consumidores. Como decíamos en el anterior punto, suelen ser muy eficaces las imágenes, preferentemente, acompañadas de textos bien elaborados.

Ahora que conocemos los factores que influyen en la acción de compra, podemos dirigir el mensaje a la parte más emocional de nuestros suscriptores, por ejemplo formulando preguntas como las siguientes (pero siempre que estén relacionadas con el tipo de producto y/o servicio que vendamos):

- ¿Quieres ser más feliz?

- ¿Quieres estar más guap@?

- ¿Te gustaría tener más éxito en el trabajo?

A través de las respuestas de los suscriptores averiguaremos cuales son las emociones más deseadas de los suscriptores, ¿amor?, ¿felicidad?, ¿belleza personal? y así diseñar un mensaje acorde a las necesidades de los clientes.

El modo en cómo son entendidos nuestros productos, si son beneficiosos o no para los suscriptores, es esencial para la creación de la estrategia comunicativa del email marketing. Debemos de transmitir mensajes, ofertas, promociones, que ayuden a transformar y a mejorar la vida de los clientes. Si no somos capaces de transmitir estas “emociones”, no habrá un “feedback” entre empresa y clientes.

 

3. Email marketing social

Los medios sociales nos ofrecen una magnífica plataforma de comunicación. Si contamos con perfiles sociales, es el momento de aprovechar su gran auge y aportar a nuestras comunicaciones de email marketing los testimonios de los “fans” de nuestra empresa, así como sus comentarios sobre la misma. Es un modo de que los suscriptores y clientes perciban la cercanía de la empresa. En estos momentos la prueba social genera una gran credibilidad.

4. La llamada a la acción

Es esencial que los clientes encuentren en las newsletters y emails promocionales la información que necesitan. Por ello, es tan importante diseñar emails en los que mostremos dónde y cómo conseguir el producto que vendemos.

La también conocida como “call to action o llamada a la acción”, de la que depende que el cliente compre o no, debe ser clara, concisa, literal y lógica… Puede ser tan sencilla como insertar un enlace de texto (“compra ahora”) o una frase junto a un botón de clic (“compra ahora”), o puede implicar una corta y sencilla lista de pasos.

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Recuerda que en el correo electrónico la respuesta real es, generalmente, un proceso de dos etapas, comenzando con un clic en un mensaje de email y continuando con una llamada a la acción completa (sign up, lectura / vista del contenido, compra, etc…) en una página web. Recuerda también que debes de ser muy claro en las explicaciones de la llamada a la acción desde el inicio hasta el final, a través de tu página de destino y el proceso de conversión para evitar el abandono. Después de haber llegado a este punto (¡el suscriptor está dispuesto a comprar!), no podemos perder la valiosa relación que hemos creado con nuestra respuesta.

Comprender la motivación que hay detrás de las acciones de los suscriptores te ayudará a lograr el éxito de las campañas de marketing a través del correo electrónico. Y tú, ¿conoces el comportamiento de tus suscriptores? ¿Qué ventajas crees que puede tener el conocerlo? ¡Cuéntanos tu opinión y experiencia!

Imágenes | Search Engine People Blog, Ignacio Sanz, giulia.forsythe

Angela Tecles
Comments: 3
2013.05.27

Cómo hacer que tu newsletter sea la más leída

En nuestro post Consejos básicos para un Email Marketing de 10 os detallábamos cómo lograr grandes resultados con vuestras campañas de mailing. Repasemos detenidamente cada uno de los aspectos que harán de vuestras newsletters e emails promocionales los más leídos por vuestros suscriptores. Empecemos por el primer consejo: Cómo mejorar el índice de lectura de los emails.

 

Objetivo: aumentar el índice de lectura de mis campañas

Superar la criba de la bandeja de entrada del correo tus suscriptores es un paso determinante para que el email sea leído. Sin embargo, es esencial que a la apertura del email le siga la lectura del mismo. De bien poco servirá nuestra estrategia de marketing, con todo el trabajo que ello conlleva, si nuestro email, aunque se haya abierto, no es leído. La importancia de la lectura del email se basa en que contiene la información que queremos destacar a cerca de nuestro producto y/o servicio para lograr el engagement (fidelización) de nuestros suscriptores, de los cuales muchos son potenciales clientes.

Debemos convertir nuestros correos comerciales/informativos en un imprescindible, en una información que sea esperada por los lectores gracias a: (siempre lo subrayamos) ofrecer información rigurosa y de interés para los suscriptores. Expliquemos las características de nuestros productos y/o servicios, sus ventajas, las novedades que ofrecemos, las promociones y descuentos de los que se pueden beneficiar por ser clientes fieles, etc. Asimismo, siempre recomendamos ofrecer información sobre la empresa, responsabilidad social corporativa, atención al cliente, y todo aquello que sea relevante y noticiable sobre nosotros.

 

El prestigio y la notoriedad de la marca también ayudan

Las empresas con una marca de prestigio suelen jugar con ventaja, y si ofrecen contenidos novedosos, interesantes y de calidad en sus campañas de email marketing se aseguran un índice de lectura alto entre sus suscriptores. No obstante, las empresas que se incian en el envío de correos también pueden lograr buenos índices de lectura si diseñan su estrategia de acuerdo a los consejos que os damos semanalmente en nuestro blog.

 

El asunto: corto y preciso

Como os decíamos, la primera criba que ha de pasar el email es la bandeja de entrada del cliente, un asunto corto y preciso ayudará a superarla. Generalmente, no solemos recomendar utilizar asuntos con títulos como “Newsletter de junio de la empresa X”, ya que estos emails suelen tener una cuota mínima de apertura; sino asuntos cuyo texto motive a la lectura y apertura de los mísmos. Además, los títulos largos de los emails son un factor determinante del desinterés de los receptores. De igual modo, es muy importante identificarse de forma clara en los emails que enviemos, partiendo de la base de que enviamos emails a usuarios y/o suscriptores que así nos los han solicitado (marketing de permiso).

¿Seguís estas pautas en el diseño y redacción de vuestras newsletters? Contadnos ideas y propuestas para que vuestra newsletter sea la más leída. Seguiremos dando buenos consejos.

Imágenes | Daniel Y. Go, Johan Larsson

Angela Tecles
Comments: 0
2013.04.08

¿Cuál es el mejor día y la mejor hora para hacer Email Marketing?

Seguro que te has preguntado en más de una ocasión, antes de realizar tus envíos de email marketing ¿qué día de la semana es el más efectivo? o ¿cuál es el mejor momento del día para hacer los envíos?

En nuestra opinión, todos los días pueden ser efectivos para el envío de una campaña de email marketing, incluyendo los fines de semana, a pesar de que no siempre han sido recomendados como días idóneos para realizar envíos de emails promocionales o comerciales. El éxito del envío dependerá no sólo de cuándo lo enviemos, sino del tipo de empresa y/o servicio que lleve a cabo el envío, de nuestro producto, así como del tipo de suscriptores y/o usuarios receptores del mismo.

 

Los sábados y los domingos también se leen emails

Según algunos estudios, durante los sábados y los domingos hay un incremento de apertura de emails. Esto puede ser debido a que los suscriptores cuentan con más tiempo para revisar su correo no leído o responder a emails que durante la semana no han podido atender por falta de tiempo. Es por ello que se aprovecha el fin de semana para llevar a cabo estas tareas pendientes.

Hay que tener en cuenta, además, que los dispositivos móviles como los smartphones y las tablets han experimentado un gran crecimiento y son una alternativa muy cómoda para el usuario. Son muchos los usuarios que durante el fin de semana organizan su agenda semanal (lo que incluye la lectura de emails) a través de estos dispositivos. Diversos estudios arrojan datos del doble de apertura durante el fin de semana en tablets y smartphones. De ahí la importancia de que estén adaptados para dispositivos móviles.

Así lo corrobora un estudio de la consultora norteamericana Experian Marketing Services, según la cual los sábados y los domingos hay un mayor número de aperturas, clics y tasas de transacción, aunque el volumen de envíos es mucho menor. Lo cual, como hemos comentado más arriba, tiene su lógica. Son días de descanso en la gran mayoría de las empresas, por lo que el volumen de envíos es menor, sin embargo es un buen momento para la lectura, en el caso de los suscriptores. En multitud de ocasiones la vorágine diaria nos impide atender a toda la correspondencia recibida y muchos correos electrónicos se quedan sin abrir. El fin de semana es un momento perfecto para hacer clic en esos emails que no hemos leído de lunes a viernes.

 

El resultado de los envíos de lunes a viernes

Según el estudio de EMS, durante la semana de trabajo (de lunes a viernes) son los primeros días de la semana, especialmente los lunes, en los que mayor número de clics alcanzan los emails. En cambio, la ratio de apertura de los viernes es la más baja de la semana. No obstante, estamos convencidos de que muchos de los clics de los lunes no van acompañados de una lectura del email, y tan sólo se quedan en simples clics. Sin embargo, es muy posible que la baja apertura de los viernes sea, en cambio, bien recibida por los (pocos) usuarios contabilizados ya que el efecto ”llegada del fin de semana”, es muy positivo a nivel de ventas.

La tendencia al alza de apertura del correo electrónico se recupera durante el fin de semana. Al igual que el viernes, durante los sábados y los domingos los lectores suelen estar de mejor humor y este buen estado de ánimo puede ser una motivación para pasar a la acción de compra.

 

La hora del envío de la newsletter

En lo relativo a las horas de los envíos, el mismo estudio desvela que el horario que más aperturas de correos electrónicos registró fue entre las 20:00 horas y la medianoche, frente al que se piensa que había sido el horario habitual más frecuente de aperturas de la mañana hasta el mediodía. Nuestro punto de vista es que, al igual que en el fin de semana, los suscriptores tienen más tiempo para dedicarle a la lectura del correo electrónico en esa franja horaria; lo mismo ocurre durante la noche. Es un momento de calma fuera del horario laboral que anima a la lectura de emails.

Si realizamos el envío en el horario laboral, las mejores horas de lectura de e-correos son a primera hora de la mañana y a última hora de la mañana y/o de la tarde. El envío a primera hora de la mañana nos asegura estar en el ”top” de la bandeja de entrada del correo electrónico. Los envíos a última hora de la mañana y/o de la tarde pueden ser efectivos también, ya que son momentos de finalización del trabajo y el usuario puede estar más predispuesto a hacer ”clic” en el email y a detenerse a leerlo.

¿Tienes un horario fijo de envíos de tus newsletters? ¿sabes qué días y a qué horas obtienes los mejores resultados de apertura y de lectura? ¡Cuéntanos!


Imágenes | woodleywonderworks, ntr23

Angela Tecles
Comments: 3
2013.02.18

Email Marketing para restaurantes, cómo empezar

Nuestro compañero Ronald de MailerLite Londres nos proponen una serie de consejos para promocionar restaurantes a través de nuestras campañas de email marketing. Si tienes un restaurante, ésta es tu oportunidad para aprovechar al máximo su promoción vía email. Los restaurantes, al igual que todas las empresas, necesitan atraer a nuevos clientes cada día, además de fidelizar a los ya existentes para que sigan visitan su negocio. En este post, te desvelamos cómo atraer más clientes con el mínimo esfuerzo.

 

Email marketing para restaurantes: vale la pena cada bocado

Atraer a nuevos clientes no es sencillo y requiere de una inversión económica importante, en la que cada euro que hayamos invertido revierta en un aumento de cenas servidas, mesas reservadas y clientes satisfechos.

Una regla de oro del marketing dice que cuesta cinco veces más conseguir a un nuevo cliente que mantenerlo como cliente. Por lo tanto, desear y esperar que nuestros comensales vuelvan a nuestro establecimiento no es suficiente. ¡Hay que pasar a la acción! En este caso, el enfoque más inteligente es utilizar el email marketing para restaurantes con el objetivo de mantenerse en contacto con nuestros clientes, al igual que hacen ya los establecimientos y cadenas de restaurantes más importantes.

- Una buena forma de comenzar puede ser enviando un mensaje de agradecimiento a todos los clientes y/o suscriptores a través de un correo en el que les invitaríamos a visitar de nuevo el establecimiento tras su anterior visita o les preguntaremos sobre su grado de satisfacción una vez degustados nuestros platos. Estas técnicas de fidelización nos ayudarán a generar más ingresos. Este es el uno de los principios fundamentales para cualquier acción de email marketing, incluidas las acciones de marketing para restaurantes.