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5 tipos de Email que debe enviar

 

El envío de emails no se centra en enviar sólo mensajes promocionales como  hace la gran mayoría. 

Una ventaja del email es que es multi-funcional. Existen diferentes tipos de emails que  se  pueden enviar  independientemente del tipo de negocio y del  tamaño de éste.

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Ya sea si es primerizo en Email Marketing o tiene algún tipo de experiencia, seguramente  seha preguntado qué más puede enviar a parte los emails promocionales.

Entonces, ¿qué tipo de emails uno debiera enviar además de la promoción? . Aquí revisaremos diferentes tipos de comunicaciones por emails que puede enviar, sus ventajas y desventajas.

Revise su negocio y vea cuál  es más importante, vea qué tiene mayor prioridad y que se acomode más a sus objetivos comerciales.

1.   Newsletter 

El Newsletter es un tipo de email muy utilizado. Pero antes de saber si debe hacer un Newsletter o no es importante revisar sus objetivos. 

¿Para qué lo quiere? Puede ser para capturar más prospectos, o bien para retener clientes, o para amabas cosas. Esto es importante para saber qué desea medir y si está cumpliendo ese propósito.

Ventajas

  • Ayuda a generar recordación de marca. Es un elemento que de manera consistente en el tiempo envía temas relacionados con lo que usted hace y vende a través de contenidos relevantes para su audiencia. 
  • Ayuda a entregar contenidos relevantes, valorados por su audiencia. Este medio sólo comunica lo principal (titulares y una bajada), pero el verdadero material está en su Sitio, ayudando a generar tráfico y manteniendo vivo su sitio. 
  • Permite elegir libremente, qué comunicar , qué contenidos destacar, a qué darle más fuerza.

Desventajas:

  • Tener múltiples llamados a la acción, lo que puede distraer un poco el foco y la efectividad de contenidos. 
  • Requiere más trabajo, dedicación, tiempo y diseño, pero si el retorno es mayor al costo nada de esto importa. 


2.  
Emails dedicados

Los Emails dedicados son aquellos que contienen información de un tema u oferta en particular. 

Puede ser para enviar el lanzamiento de nueva guía, para que la bajen, para  invitarlos a un Webinar, a un evento, o a participar en una encuesta, etc. 

Ventajas:

  • Hay un solo llamado a la acción y una oferta, es decir, un solo objetivo que deseamos que elija la audiencia. 
  • Fácil de hacer; una misma plantilla sirve para varios tipos diferentes. 
  • Fáciles de medir, es más simple de hacer seguimiento a la tasa de clics, a las conversiónes, o a la generación de prospectos, etc.

Desventajas:

  • El agendar es menos claro y consistente, dado que se envían de forma esporádica. 
  • A veces uno se tienta (o se hace la necesidad) de incluir más llamados a la acción y desvía el foco. 

 

3.   Nutrir Prospectos 

La nutrición de prospectos se genera básicamente cuando uno captura prospectos nuevos  a su base de contactos que han llegado por diversas razones y desean entablar una comunicación para ganar la confianza y llevarlos por el túnel de ventas.

Muchos prospectos se registran a su Newsletter, bajan una guía o participan en un Webinar, pero no están listos para comprar. 

La idea es que usted pueda generar una serie de emails en base a una campaña en el tiempo para ir  formando ese conocimiento y compromiso  hacia su empresa y que su vez muestre lo que hace y vende. 

Ventajas:

    • Mantener en contactos  a sus prospectos con el fin de generar conocimiento y construcción de marca.
    • Tiene un alto retorno a un bajo costo
    • Estudios señalan que generan hasta un 8% más en clics que un email normal.

 Desventajas:

    • Se requiere de un envío constante en el tiempo de forma automatizada, lo que quizás lo hace menos personal.

 

4.   Emails de Auspicio

 Si el objetivo es llegar a nuevas personas que no están en su lista de contactos, ésta es una buena alternativa para  hacerlo, así no cae en arrendar o comprar bases, que siempre significan un problema. 

Usted puede auspiciar el Newsletter (u otro email) de otra empresa, con publicidad o contenido específico que los lleve a su Sitio y los registre ahí. 

Ventajas

    • Evita arrendar o comprar bases de contactos
    • Efectivo y económico
    • Fácil de medir (ROI)

Desventajas:

No es gratis, debe pagar  con canje o un incurrir en un costo asociado.

    • Depende de un tercero para la entregabilidad, aperturas y clic (no es su base, ni su email)

 

5.   Emails Transaccionales

Son mensajes gatillados por alguna acción que realizó su cliente ya sea de forma Offline como Online. 

Si se registró a un Webinar, es el email de confirmación. Si bajó un documento, es el email que le da acceso al documento. Si solicitó la visita de un vendedor, es el email que confirma que se contactarán con ustedes. Por lo general un email transaccional es aquel que al momento de comprar, le confirma la transacción, y el despacho. 

Ventajas

    • Poseen una alta tasa de apertura y clic
    • Aumenta el compromiso de parte de la audiencia.
    • Se puede aprovechar de incluir vínculos a más información.

Desventajas

    • No son tan atractivos como un email promocional.
    • Son más cortos y más específicos.
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