{"id":4785,"date":"2015-10-26T08:42:10","date_gmt":"2015-10-26T07:42:10","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=4785"},"modified":"2015-10-26T08:42:10","modified_gmt":"2015-10-26T07:42:10","slug":"mitos-sobre-el-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/mitos-sobre-el-email-marketing\/","title":{"rendered":"3 Myths about Email Marketing"},"content":{"rendered":"<p>We often find that clients are confused about their real objectives and are unclear about the best practices for the effectiveness and profitability of their email marketing. <!--more-->Por ello, en este post queremos hablar de algunas afirmaciones equ\u00edvocas que se suelen escuchar en el sector.<br \/>\n<strong>1. La clave es conseguir una lista de correo de gran volumen.<\/strong><br \/>\nCuanta m\u00e1s gente impactemos mayor es la posibilidad de respuesta y conversi\u00f3n, \u00bfno? No exactamente. Podemos tener una lista de correo de gran volumen y estar perdiendo dinero con el email marketing, por lo que antes que el volumen, nuestro objetivo ha de ser la calidad. Incluso a veces, nos encontramos con que listas peque\u00f1as pueden aportar una rentabilidad mayor. Lo que debemos intentar es lograr el mayor n\u00famero de usuarios con un inter\u00e9s real por la informaci\u00f3n que enviamos. Os ponemos un ejemplo: hace unas semanas enviamos un email a 47.000 usuarios del que obtuvimos 30 conversiones. La semana siguiente, enviamos el mismo email a los usuarios que hab\u00edan abierto el email pero no hab\u00edan finalizado la transacci\u00f3n: 7.000. Se trata de usuarios que han mostrado un inter\u00e9s inicial en la informaci\u00f3n que enviamos, por lo que nuestra audiencia ahora es mucho m\u00e1s peque\u00f1a, pero su inter\u00e9s mucho m\u00e1s patente. El resultado: dejamos de dedicar recursos a 40.000 usuarios de la lista inicial, y obtuvimos 25 transacciones m\u00e1s.<br \/>\n<strong>2. Nuestro objetivo debe ser mejorar las tasas de apertura y clic<\/strong><br \/>\nNo. Este no es nuestro objetivo. Nuestro objetivo es la conversi\u00f3n (en cliente, suscriptor, etc.) y las <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/mejorar-la-tasa-de-apertura-no-ha-de-ser-tu-prioridad\/\">opening rates<\/a> y clic est\u00e1n directamente relacionadas, pero no podemos dejar que la obsesi\u00f3n por aumentar la tasa de apertura o CTO empa\u00f1en la visi\u00f3n real de los resultados que obtenemos. Fij\u00e9monos en los datos de <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/5-consejos-para-mejorar-la-conversion-de-tus-emails\/\">conversi\u00f3n<\/a> siempre que podamos <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/caso-practico-atribucion-de-conversiones-en-email-marketing\/\">atribuirlo a este canal<\/a>. Entendamos qu\u00e9 lleva al usuario a terminar la acci\u00f3n esperada y orientemos nuestra estrategia en base a esta informaci\u00f3n, evitando t\u00e1cticas manidas para aumentar m\u00e9tricas de email comunes que pueden alejarnos de la realidad.<br \/>\n<strong>3. Debemos evitar que los usuarios\u00a0se den de baja<\/strong>.<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/10\/baja-email.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-4788 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/10\/baja-email.jpg\" alt=\"baja-email\" width=\"324\" height=\"226\" \/><\/a><br \/>\nEsta afirmaci\u00f3n puede ser correcta, si la entendemos como que debemos enviar informaci\u00f3n coherente con el inter\u00e9s del usuario, relevante para sus necesidades y su contexto. S\u00ed debemos evitar la desuscripci\u00f3n del usuario evitando frecuencias de env\u00edo demasiado elevadas, o informaciones poco pertinentes. Pero NO evitar que el usuario se de de baja escondiendo el enlace de desuscripci\u00f3n, haciendo farragoso el proceso u omitiendo direcciones de contacto (obligatorias por ley). De esta forma, solo conseguiremos tener una lista de gran volumen, pero de baja calidad, contradiciendo el punto uno. Tendremos en nuestra base de datos usuarios sin inter\u00e9s en las comunicaciones, que s\u00f3lo siguen suscritos por la dificultad para anular la suscripci\u00f3n. <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/una-de-zombies-como-resucitar-una-base-de-datos\/\">Estos usuarios s\u00f3lo pueden hacernos perder dinero y recursos<\/a>, adem\u00e1s de aumentar el riesgo de denuncias por <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/3-herramientas-para-comprobar-si-tu-email-puede-ser-clasificado-como-spam\/\">SPAM<\/a> que mancharan nuestra reputaci\u00f3n como remitentes, provocando problemas de entregabilidad, e incluso legales.<\/p>","protected":false},"excerpt":{"rendered":"<p>We often find that clients are confused about their real objectives and are unclear about the best practices for the effectiveness and profitability of their email marketing.<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,118],"tags":[],"post_folder":[],"class_list":["post-4785","post","type-post","status-publish","format-standard","hentry","category-blog","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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