Email Marketing y Drip Campaigns

Cómo elegir la plataforma de Email Marketing Ideal para tu empresa

Encontrar una plataforma de email marketing no es tarea de 5 minutos: la oferta es amplia y muy variada, y elegir la mejor para tu empresa puede marcar la diferencia entre que la tarea sea sencilla o te resulte pesadillesca.

A la hora de seleccionar tu servicio de envío masivo de correos debes considerar varios factores, y si bien la cantidad de correos gratuitos es importante, no es conveniente que bases tu elección únicamente en la cuestión económica. Aquí una lista de las cosas que te recomendamos tener en cuenta a la hora de elegir una plataforma de email marketing para tu empresa:

  1. Capacidad de personalización

Desde el nombre del sender hasta la posibilidad de crear diseños .html para tus usuarios, la personalización es muy importante para hacer que tus correos transmitan el estilo y la personalidad de tu marca.

Presta especial atención a las funciones disponibles para el diseño de newsletters y tus capacidades técnicas de acuerdo a las necesidades que anticipas: algunos prefieren plataformas que permiten cargar newsletters en un archivo .html, de manera que los correos mantengan coherencia con la identidad de marca. Otros, en cambio, prefieren servicios que faciliten el diseño de emails personalizados sin necesidad de programar una línea de código.

  1. A/B testing automático

El A/B testing es la comparación de dos versiones de una misma pieza: se muestran las variantes A y B a dos grupos pequeños de personas similares; la versión que obtenga mejores resultados es la ganadora.

Puedes hacer A/B testing de landing pages, de tipos de redacción, de maneras de enfocar el contenido, etc. Es particularmente importante hacer pruebas en el título del correo que envías a tus suscriptores, ya que de él depende si el email se abre o no.

Al evaluar plataformas de email busca una que permita automatización de A/B testing, para que puedas dedicar tu tiempo a lo que realmente importa: crear contenido atractivo que ayude a fidelizar clientes y potenciales consumidores.

  1. Drip Campaigning efectivo

El envío de una cadena de mensajes predefinida para clientes o prospectos se conoce como drip campaigning. La idea detrás de este ejercicio es que debes enviar comunicaciones diferentes a cada lead de acuerdo al canal de suscripción, el momento de consumo en que se encuentre y el comportamiento que ha tenido en relación a tu marca.

El servicio de email marketing que elijas debería, como mínimo, contar con las siguientes características de segmentación:

  • ¿De dónde proviene la suscripción?
  • ¿Abrió algún correo que le fue enviado? ¿Abrió el último?
  • ¿Dio click al link relevante que incluía el correo?
  • ¿Es cliente?

Otras opciones de segmentación relevantes refieren a las características demográficas y de comportamiento en sitio. Por último es deseable contar con un sistema de rating de leads que nos ayude a identificar a los prospectos o clientes más valiosos.

  1. Integraciones sencillas

¿Cuentas con una plataforma de servicio al cliente o de inbound marketing? Asegúrate de que la herramienta que elijas para enviar tus newsletters pueda integrarse con cualquier otro servicio que utilices:

Tener tu negocio integrado te permitirá optimizar tiempos  y evitar redundancias, lo que se traduce en mejoras en servicio al clientes y en un incremento de ventas.

  1. Sistema de precios flexible

El costo de la herramienta no es un dato menor, y lógicamente elegirás la opción que mejor costo-beneficio presente. Recomendamos que mires, además de los precios del plan actual, cómo escalan los costos del servicio:

Muchas herramientas ofrecen una opción básica gratuita o muy económica, pero al momento de realizar un upgrade encuentras que el siguiente escalón está muy lejos de tus necesidades o tus costos.

Armar la estructura de envío de correos requiere mucho tiempo como para andar migrando mes a mes, por lo que conviene que la opción que elijas considere también el futuro crecimiento de tu base de datos, y lo mismo aplica si suscribes a un free trial de cualquier plataforma.

_Minimalist es una agencia de marketing digital especializada en el posicionamiento digital integral de las marcas 2.0. Si tienes algo que agregar o quieres saber más sobre este servicio, deja un comentario o escríbenos a contacto@minimalist.mx

Publicado hace 11 meses
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