{"id":8290,"date":"2016-11-07T01:08:32","date_gmt":"2016-11-07T06:08:32","guid":{"rendered":"https:\/\/www.urbecom.com\/blog\/?p=8290"},"modified":"2016-11-07T01:08:32","modified_gmt":"2016-11-07T06:08:32","slug":"email-marketing-o-spam","status":"publish","type":"post","link":"https:\/\/www.urbecom.com\/blog\/email-marketing-o-spam\/","title":{"rendered":"\u00bfEmail marketing o spam?"},"content":{"rendered":"

Cuando estas presente en internet con una tienda online, una de tus m\u00e1ximas es intentar llegar a muchas personas<\/strong>, fidelizarlas, ofrecerles contenido que les guste para que se queden contigo, ya seas un negocio, un blog..<\/p>\n

Una de las maneras m\u00e1s antiguas de contacto comercial con los clientes es el env\u00edo de publicidad por correo, y ahora con internet, por email, lo que se conoce como email marketing. Una de estas nuevas maneras son las conocidas \u201cnewsletter<\/a>\u201d,<\/strong> boletines informativos o comerciales que se env\u00edan por email, con un previo consentimiento por parte de la persona que lo recibe<\/strong>.<\/p>\n

El problema de estas acciones son los servicios de mensajer\u00eda (Hotmail, Gmail, Yahoo..) y sus algoritmos de anti-SPAM<\/a><\/strong>, por los que a ra\u00edz de una serie de criterios, podr\u00edan meter tus emails dentro de una lista de \u201ccorreo no deseado<\/strong>\u201d, que aunque \u00e9sta est\u00e9 disponible para el receptor, no suele ser lo m\u00e1s visto, y suele crear una cierta desconfianza.<\/p>\n

Para evitar que estos servicios de mensajer\u00eda nos consideren como correo no deseado, lo principal es que a la persona a la que contactamos est\u00e9 realmente interesada<\/strong>, es decir, no enviar a cualquier persona. Es l\u00f3gico, si uno de estos servicios detecta que no se abren nunca los correos que se env\u00edan desde nuestra direcci\u00f3n, nos considerar\u00e1 como correo no deseado. Pero esto no es lo \u00fanico.<\/p>\n

Nuestra reputaci\u00f3n<\/a> como remitentes<\/strong> es otro factor elemental, y es que, como dec\u00edamos, estos servicios dan prioridad a direcciones conocidas, desconfiando de las desconocidas, por lo que se ha de tener cuidado con las acciones que se hacen si ya somos una direcci\u00f3n conocida y de la que no desconf\u00edan los servicios de mensajer\u00eda (por ejemplo, no excederse con los correos masivos).<\/p>\n

Dec\u00edamos que si nos abren nuestros clientes\/contactos, estos algoritmos nos podr\u00edan considerar como correos no deseados, y esto se mide con el \u00edndice de reactividad<\/strong>. Un \u00edndice positivo ser\u00eda un \u00edndice de apertura superior al 20% y un \u00edndice de reactividad (ratio clics\/apertura) superior al 10%.<\/p>\n

Pero esto no lo es todo. Existen dos factores m\u00e1s que son realmente importantes: las quejas<\/a> y los hard bounces.<\/strong><\/p>\n

En cuanto a las quejas nos referimos a que un receptor marque nuestro email como \u201cno deseado\u201d<\/strong>, lo que supondr\u00eda algo devastador para la reputaci\u00f3n de la que habl\u00e1bamos. Si hacemos un uso excedido de este email marketing, los clientes nos acabar\u00e1n marcando como \u201cno deseado\u201d ya que no querr\u00e1n recibir m\u00e1s noticias sobre nosotros, por ejemplo: el env\u00edo de m\u00e1s de 3 o 4 emails a la semana sobre la misma oferta.<\/p>\n

Los hard bounces son las direcciones de correo electr\u00f3nico que no son v\u00e1lidas, es decir, aquellas que siguen estando en nuestra base de datos<\/a> pero que ya no existen<\/strong>, o nunca lo hicieron. Esto tambi\u00e9n ser\u00eda detectado por el servidor, por lo que se aconseja una limpieza peri\u00f3dica de la base de datos.<\/p>\n

Pero todo esto, si bien son aspectos que toma en consideraci\u00f3n el algoritmo, no son lo m\u00e1s importante. Ante todo tiene que prevalecer el uso de estas t\u00e9cnicas hacia personas que realmente est\u00e1n interesadas, sin un abuso por nuestra parte de ese consentimiento y, por supuesto, con un contenido de calidad<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Cuando estas presente en internet con una tienda online, una de tus m\u00e1ximas es intentar llegar a muchas personas, fidelizarlas, ofrecerles contenido que les guste para que se queden contigo, ya seas un negocio, un blog.. Una de las maneras m\u00e1s antiguas de contacto comercial con los clientes es el env\u00edo de publicidad por correo, […]<\/p>\n","protected":false},"author":1,"featured_media":8292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[17,778],"tags":[1237,1239,1235,1238,289,371,1236],"yoast_head":"\nCrea Newsletter efectivos en tu tienda online. Evita el SPAM<\/title>\n<meta name=\"description\" content=\"Consejos de como crear newsletter efectivos para tu tienda online. 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