El email marketing NO está muerto
Durante los últimos 30 años el email marketing ha sido un aspecto esencial en el crecimiento, en la comunicación directa, manejo de clientes y la gestión de muchos negocios.
El email marketing a una base de datos por defecto no está mal, el error se encuentra en el asunto (subject) y la estructura del cuerpo del correo.
¿Cómo hacer que mis correos no lleguen a SPAM?
Independientemente de que tu empresa sea reciente o lleve un amplio tiempo en el mercado, la reputación online es algo a lo que debes prestar atención, si lo que buscas es generar estrategias que se traduzcan en un aumento de apertura de correos, ten en cuenta..
1. Remitente: Desde qué correo se va a enviar, lo ideal es que sea un correo corporativo, ejemplo (daniel@miempresa.com), este detalle genera confianza a la hora de ver el correo.
2. Asunto: Una de las partes más importante e influyente del correo.
Lo que buscamos es atraer, enganchar y atrapar para que la tasa de apertura aumente; están son buenas prácticas a la hora de crear el asunto de un correo electrónico:
- No escribir en mayúscula
- No usar la palabra «gratis»
- No abusar de los signos de interrogación ni de admiración
- Incluir el nombre de la persona
- No exceder el uso de emoticones
- Si tus lectores ven el correo desde el celular el asunto no debe pasar los 35 caracteres incluyendo espacios
- Si tus lectores ven el correo desde el computador el asunto no debe pasar los 50 caracteres incluyendo espacios
Tip personal - Usar la palabra «no» llama la atención de los lectores. Ejemplo: (Nombre) no olvides reservar tu cupo
3. Cuerpo del correo: Cuando ya hemos captado la atención y generaron la apertura, necesitamos que realicen la conversión que nosotros definimos: ya sea leerlo o clickear un botón, dejar una reseña o leer un artículo.
Siempre el llamado a la acción va a ser lo primero que se va a ver en el correo.
¿Cuál porcentaje de apertura es el ideal?
Para definir un buen porcentaje de apertura lo primero que debemos revisar son los dos tipos de email que existen, los cuales son newsletters y comerciales.
Antes de enviar el correo a nuestra base de datos t recomiendo probar qué tan buena va a ser, mail-tester una herramienta la cual nos genera un puntaje sobre nuestro correo electrónico.
La correcta tasa de porcentaje para un newsletter es entre el 10% y 15% en adelante.
La correcta tasa de porcentaje para un correo comercial es entre el 3% y 5% en adelante.
Uno de los medios de comunicación con más spam es el email marketing, si te planteas un objetivo, y conoces a tu audiencia tendrás buenos resultados.
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