{"id":2708,"date":"2014-03-26T07:04:51","date_gmt":"2014-03-26T07:04:51","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2708"},"modified":"2014-03-26T07:04:51","modified_gmt":"2014-03-26T07:04:51","slug":"email-marketing-de-fidelizacion-ii","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/email-marketing-de-fidelizacion-ii\/","title":{"rendered":"Loyalty Email Marketing (II)"},"content":{"rendered":"<p style=\"text-align: justify;\">En este post, continuaci\u00f3n del primero dedicado al <strong><a title=\"Email Marketing de Fidelizaci\u00f3n\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/email-marketing-de-fidelizacion-i\/\" target=\"_blank\" rel=\"noopener\">Email Marketing de Fidelizaci\u00f3n<\/a><\/strong>, queremos reflexionar sobre dos aspectos clave en el nuevo <a title=\"What is relationship marketing?\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-marketing-relacional\/\" target=\"_blank\" rel=\"noopener\">relationship marketing<\/a> online y de fidelizaci\u00f3n. Se trata, por un lado, de revisar la noci\u00f3n de CRM (Customer Relationship Management) relativa a la gesti\u00f3n de las relaciones con los clientes, y por otro lado, de tematizar la de <strong>PRM (Prospect Relationship Management)<\/strong> relativa a la gesti\u00f3n de las relaciones con los prospectos.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\"><strong>Herencia<\/strong><br \/>\nEn las d\u00e9cadas anteriores a internet se fijaron las bases de lo que hoy conocemos com Marketing Relacional o Marketing de Fidelizaci\u00f3n de clientes. Las organizaciones dedicaron muchos recursos a la creaci\u00f3n de grandes bases de datos donde almacenaban informaci\u00f3n de sus clientes y a analizarla para obtener una imagen lo m\u00e1s n\u00edtida posible de sus intereses, preferencias y comportamientos. Ese es el contexto de donde provienen los m\u00e9todos orientados a conocer al cliente e incluso predecir su comportamiento (modelos descriptivos de segmentaci\u00f3n (clustering), modelos predictivos de abandono, Lifetime Value y propensi\u00f3n, o reglas de afinidad -basket an\u00e1lisis-)<\/p>\n<p style=\"text-align: justify;\"><strong>La era internet<\/strong><br \/>\nInternet ha supuesto una incremento colosal de los datos e informaci\u00f3n disponibles. Las organizaciones en general pueden capturar informaci\u00f3n muy relevante de personas con las que a\u00fan no han tenido una relaci\u00f3n comercial, a saber, prospectos o primeros compradores potenciales.<\/p>\n<p style=\"text-align: justify;\"><img decoding=\"async\" class=\"wp-image-2709 alignleft\" title=\"permission marketing\" alt=\"permission marketing\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/permission-marketing.jpg\" width=\"142\" height=\"138\" \/><\/p>\n<p style=\"text-align: justify;\">Este nuevo contexto permite a las organizaciones establecer relaciones consistentes con prospectos gracias a la informaci\u00f3n obtenida de ellos (<em>v\u00e9ase<\/em> <em><a title=\"Permission Marketing\" href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2008\/01\/permission-mark.html\" target=\"_blank\" rel=\"noopener\">Permission Marketing<\/a><\/em>). De este modo, el CRM, pieza central del marketing de fidelizaci\u00f3n o relacional, ha incorporado una nueva dimensi\u00f3n: el PRM.<\/p>\n<p>En el contexto del <strong>loyalty email marketing<\/strong>, la idea de una gesti\u00f3n de la relaci\u00f3n con los prospectos toma una gran fuerza. As\u00ed, por ejemplo, si tenemos informaci\u00f3n sobre qu\u00e9 est\u00e1n visitando los usuarios cuando se registran en el site (cuando hacen el <a title=\"The importance of the Opt-In: How to create an effective registration form\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/la-importancia-del-opt-in-como-crear-un-formulario-de-registro-eficaz\/\" target=\"_blank\" rel=\"noopener\">opt-in<\/a>), si captamos informaci\u00f3n sociodemogr\u00e1fica o si trazamos su comportamiento cuando reciben nuestros emails comerciales, podremos plantearnos objetivos concretos tales como:<br \/>\n&#8211; Desarrollar programas de <strong>loyalty email marketing<\/strong> dirigidos a los prospectos con un mayor potencial de convertirse en clientes.<br \/>\n&#8211; Reconocer los or\u00edgenes de tr\u00e1fico que aportan a los usuarios de mayor \u00abcalidad\u00bb, es decir, cuyo comportamiento es mejor cuando reciben nuestros emails (abren, hacen click&#8230;)<br \/>\n&#8211; Hacer m\u00e1s eficiente la inversi\u00f3n en captaci\u00f3n.<br \/>\n<img decoding=\"async\" class=\"wp-image-2713 alignright\" title=\"buyer persona\" alt=\"buyer persona\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/buyer_persona.png\" width=\"202\" height=\"191\" \/><\/p>\n<p style=\"text-align: justify;\">The <strong>loyalty email marketing<\/strong> contempla el PRM y el CRM como dos caras de una misma realidad que es el usuario. Este usuario emerge como una entidad propia (una persona) en el seno de una base de datos de marketing (<em>v\u00e9ase <a title=\"Buyer Persona\" href=\"http:\/\/inboundcycle.com\/blog-de-inbound-marketing\/bid\/163048\/No-mezcles-peras-con-manzanas-crea-Buyer-Personas\" target=\"_blank\" rel=\"noopener\">Buyer Persona<\/a><\/em> ).\u00a0As\u00ed las cosas, el<strong> loyalty email marketing<\/strong> se orienta m\u00e1s a construir relaciones que a gestionar campa\u00f1as. Esta relaci\u00f3n con el usuario permite comunicar de un modo nuevo contenidos distintos: m\u00e1s all\u00e1 de las promociones y ofertas puntuales se trata de implementar programas de <strong>loyalty email marketing<\/strong> y relaci\u00f3n con los usuarios.<\/p>","protected":false},"excerpt":{"rendered":"<p>En este post, continuaci\u00f3n del primero dedicado al Email Marketing de Fidelizaci\u00f3n, queremos reflexionar sobre dos aspectos clave en el nuevo marketing relacional online y de fidelizaci\u00f3n. Se trata, por un lado, de revisar la noci\u00f3n de CRM (Customer Relationship Management) relativa a la gesti\u00f3n de las relaciones con los clientes, y por otro lado, [&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":[37,107],"tags":[],"post_folder":[],"class_list":["post-2708","post","type-post","status-publish","format-standard","hentry","category-blog","category-email-marketing-fidelizacion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Marketing de Fidelizaci\u00f3n (II) - 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\/email-marketing-de-fidelizacion-ii\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing de Fidelizaci\u00f3n (II) - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En este post, continuaci\u00f3n del primero dedicado al Email Marketing de Fidelizaci\u00f3n, queremos reflexionar sobre dos aspectos clave en el nuevo marketing relacional online y de fidelizaci\u00f3n. Se trata, por un lado, de revisar la noci\u00f3n de CRM (Customer Relationship Management) relativa a la gesti\u00f3n de las relaciones con los clientes, y por otro lado, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/email-marketing-de-fidelizacion-ii\/\" \/>\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=\"2014-03-26T07:04:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/permission-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"337\" \/>\n\t<meta property=\"og:image:height\" content=\"328\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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\/email-marketing-de-fidelizacion-ii\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/email-marketing-de-fidelizacion-ii\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"Email Marketing de Fidelizaci\u00f3n (II)\",\"datePublished\":\"2014-03-26T07:04:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/email-marketing-de-fidelizacion-ii\/\"},\"wordCount\":527,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/email-marketing-de-fidelizacion-ii\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/permission-marketing.jpg\",\"articleSection\":[\"Blog\",\"Email Marketing Fidelizaci\u00f3n\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/email-marketing-de-fidelizacion-ii\/\",\"url\":\"https:\/\/www.digitalresponse.es\/email-marketing-de-fidelizacion-ii\/\",\"name\":\"Email Marketing de Fidelizaci\u00f3n (II) - 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