{"id":1667,"date":"2013-07-18T10:14:25","date_gmt":"2013-07-18T10:14:25","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=1667"},"modified":"2013-07-18T10:14:25","modified_gmt":"2013-07-18T10:14:25","slug":"las-claves-de-chris-baggott-para-optimizar-el-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/","title":{"rendered":"Chris Baggott's keys to optimising email marketing"},"content":{"rendered":"<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/07\/email-marketing-by-the-numbers.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft\" alt=\"email-marketing-by-the-numbers\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/07\/email-marketing-by-the-numbers.jpg\" width=\"233\" height=\"358\" \/><\/a>Today we talk about what we consider one of the best books to learn the keys to get the most out of our email marketing strategies. It is \"<a title=\"Email Marketing by The numbers on Amazon\" href=\"http:\/\/www.amazon.com\/Email-Marketing-By-Numbers-Organization\/dp\/0470122455\" target=\"_blank\" rel=\"noopener\">Emal Marketing By The Numbers<\/a>\"by Chris Baggott. The book starts with some basic marketing ideas and then goes on to provide more concrete keys on how to improve the effectiveness of our email campaigns and also offers a multitude of \"Case Studies\" that illustrate each point.<br \/>\n<!--more--><br \/>\nThe following are some of the key points that <strong>can serve as a \"checklist\".<\/strong> when generating our email campaigns:<br \/>\n&nbsp;<\/p>\n<ul>\n<li><strong>Focus on customer RELATIONSHIPS and not on CAMPAIGNS.<\/strong><br \/>\nWe often tend to focus on the objectives and results of the campaign we have in front of us. Measuring numbers and obtaining statistics, but without a deep analysis of the relationship that we are generating with the audiences of our email strategy. This relationship should be the starting point and the object of evaluation. Our objective should not be to obtain figures, but to lengthen and optimise the Life Cycle of our prospects (LTV).<\/li>\n<\/ul>\n<ul>\n<li><strong>Quantity is nothing, quality is everything.<\/strong><br \/>\nBaggott repeats throughout the book the idea that size is not everything. A list with thousands of prospects can be totally useless if these recipients are not engaged with the company sending the message or interested in what it has to say.<\/li>\n<\/ul>\n<ul>\n<li><strong>Refine the database and segment to deliver truly relevant content.<\/strong><br \/>\nIn the same vein as the previous point, the book relies on exhaustive segmentation, double opt-in record collection to ensure user engagement and constant testing to ensure interest in our subscription list.<\/li>\n<\/ul>\n<ul>\n<li><strong>Past Behaviour, Relevance, Frequency and Creativity.<\/strong><br \/>\nThese are, in order of importance, the factors that influence user behaviour. What they have done (and what they have spent) in previous campaigns, the relevance of the content (which is optimised through testing and segmentation), the frequency with which you send emails (there is no universally valid frequency, it depends on many factors) and, lastly - so it should not consume much of our effort - the creativity of the email.<\/li>\n<\/ul>\n<ul>\n<li><strong>Everything can be tested.<\/strong><br \/>\nThe secret to success is to continually test what we do (when we can) to correct our trajectory and focus on what really works.<\/li>\n<\/ul>\n<p>In the final chapters of the book, we find some more concrete and tactical advice, such as enabling email sharing to encourage the <strong>virality<\/strong> o <strong>integrating our website with our email marketing strategy<\/strong> so as to automate some deliveries with respect to actions carried out on the website, thus saving time and resources.<br \/>\nFinally, Baggott gives us one last important piece of advice: <strong>Don't be a spammer<\/strong>. In theory, we will avoid becoming spammers as long as contact with the recipient is explicitly allowed, however there are some technical factors that can be interpreted by email services in a negative way, causing them to mark us as spam. However, the topic of how to avoid becoming a spammer is sufficiently extensive that we will devote an article to it exclusively on another occasion.<br \/>\nWhat other books would you recommend to include in our email marketing library?<br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Hoy hablamos del que consideramos uno de los mejores libros para conocer las claves con las que sacar el mayor partido a nuestras estrategias de email marketing. Se trata de \u201cEmal Marketing By The Numbers\u201d de Chris Baggott. El libro comienza con algunas ideas b\u00e1sicas sobre marketing para despu\u00e9s ir aportando claves m\u00e1s concretas sobre [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,50],"tags":[67],"post_folder":[],"class_list":["post-1667","post","type-post","status-publish","format-standard","hentry","category-blog","category-libros","tag-libros-de-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las claves de Chris Baggott para optimizar el email marketing - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las claves de Chris Baggott para optimizar el email marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Hoy hablamos del que consideramos uno de los mejores libros para conocer las claves con las que sacar el mayor partido a nuestras estrategias de email marketing. Se trata de \u201cEmal Marketing By The Numbers\u201d de Chris Baggott. El libro comienza con algunas ideas b\u00e1sicas sobre marketing para despu\u00e9s ir aportando claves m\u00e1s concretas sobre [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2013-07-18T10:14:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/07\/email-marketing-by-the-numbers.jpg\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"Las claves de Chris Baggott para optimizar el email marketing\",\"datePublished\":\"2013-07-18T10:14:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/\"},\"wordCount\":613,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/07\/email-marketing-by-the-numbers.jpg\",\"keywords\":[\"libros de email marketing\"],\"articleSection\":[\"Blog\",\"Libros\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/las-claves-de-chris-baggott-para-optimizar-el-email-marketing\/\",\"name\":\"Las claves de Chris Baggott para optimizar el email marketing - 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