{"id":5530,"date":"2012-01-05T14:11:54","date_gmt":"2012-01-05T13:11:54","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=144"},"modified":"2012-01-05T14:11:54","modified_gmt":"2012-01-05T13:11:54","slug":"y-que-sucede-con-el-mailing-directo-papel","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/y-que-sucede-con-el-mailing-directo-papel\/","title":{"rendered":"What about Direct Mailing (paper)?"},"content":{"rendered":"<p>Mucho se ha escrito en los \u00faltimos tiempos a cerca de si las redes sociales sustituir\u00edan la comunicaci\u00f3n por email. La realidad ha demostrado que ambos canales conviven y <a title=\"Cross Channel\" href=\"https:\/\/www.digitalresponse.es\/en\/?p=36\" target=\"_blank\" rel=\"noopener\">se complementan<\/a> en <strong>estrategias de venta cross channel<\/strong> y que el uso del email no hace m\u00e1s que crecer (s\u00ed que est\u00e1n cambiando los modos de ese uso).<br \/>\nAlgo parecido ha sucedido al plantearse cu\u00e1l ha de ser el papel que el mailing tradicional como canal de respuesta directa.<br \/>\nUn reciente <a title=\"Epsilon\/channelpreference2011\" href=\"http:\/\/www.epsilon.com\/download\/consumer-survey-results-reveal-direct-mail-most-preferred-channel-receipt-brand-communicati\"><strong>study<\/strong><\/a> llevado a cabo en los mercados estadounidense y canadiense muestra cu\u00e1les son las preferencias de canal directo entre los consumidores.<br \/>\nDe \u00e9l se desprende que cerca del 50% de los consumidores declaran prestar m\u00e1s atenci\u00f3n al mailing tradicional que al email y que la percepci\u00f3n de que leer un email ahorra tiempo est\u00e1 decreciendo (un 45% en 2011 respecto a un 47% en 2010).<br \/>\nEl incremento del n\u00famero de mensajes que recibe un usuario en su cuenta de correo electr\u00f3nico y un uso m\u00e1s propio de un medio de masas que de un medio relacional, explicar\u00edan en parte estos datos.<br \/>\nAdm\u00e1s, la diferencia entre el coste por contacto el email respecto al papel aumenta. Esto exige, antes de lanzar una campa\u00f1a, analizar el valor actual y potencial de los usuarios y su probabilidad de respuesta seg\u00fan el canal. Otras acciones valiosas en una <strong>estrategia de ventas cross channel<\/strong>, consisten en enviar un mailing directo a aquellos usuarios que no abren los emails, o sobre aquellos de quienes no poseemos el email solicit\u00e1ndoselo.<br \/>\nAccede a nuestros <a title=\"Email marketing resources\" href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/?page=1\" target=\"_blank\" rel=\"noopener\">recursos de email marketing<\/a>\u00a0and download eBooks, Whitepapers and other material on Email Marketing.<br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Mucho se ha escrito en los \u00faltimos tiempos a cerca de si las redes sociales sustituir\u00edan la comunicaci\u00f3n por email. La realidad ha demostrado que ambos canales conviven y se complementan en estrategias de venta cross channel y que el uso del email no hace m\u00e1s que crecer (s\u00ed que est\u00e1n cambiando los modos de [&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":[37,38],"tags":[],"post_folder":[],"class_list":["post-5530","post","type-post","status-publish","format-standard","hentry","category-blog","category-cross-channel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfY qu\u00e9 sucede con el Mailing Directo (papel)? - 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\/y-que-sucede-con-el-mailing-directo-papel\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfY qu\u00e9 sucede con el Mailing Directo (papel)? - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Mucho se ha escrito en los \u00faltimos tiempos a cerca de si las redes sociales sustituir\u00edan la comunicaci\u00f3n por email. La realidad ha demostrado que ambos canales conviven y se complementan en estrategias de venta cross channel y que el uso del email no hace m\u00e1s que crecer (s\u00ed que est\u00e1n cambiando los modos de [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/y-que-sucede-con-el-mailing-directo-papel\/\" \/>\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=\"2012-01-05T13:11:54+00:00\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/y-que-sucede-con-el-mailing-directo-papel\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/y-que-sucede-con-el-mailing-directo-papel\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"\u00bfY qu\u00e9 sucede con el Mailing Directo (papel)?\",\"datePublished\":\"2012-01-05T13:11:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/y-que-sucede-con-el-mailing-directo-papel\/\"},\"wordCount\":293,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"articleSection\":[\"Blog\",\"Cross Channel\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/y-que-sucede-con-el-mailing-directo-papel\/\",\"url\":\"https:\/\/www.digitalresponse.es\/y-que-sucede-con-el-mailing-directo-papel\/\",\"name\":\"\u00bfY qu\u00e9 sucede con el Mailing Directo (papel)? 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