¿De verdad crees que el e-mailing o SMS marketing está muerto?
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Qué es e-mail / SMS marketing es sencillo de definir, lo entendemos como una forma masiva de enviar un mensaje vía correo electrónico o mensaje de texto en el móvil para nuestros destinatarios. La existencia y uso de las redes sociales o del blog de la organización son un canal rápido y por ello más recurrente, pero esto no significa que una campaña bien hecha pueda ser igual o más efectiva y económica con las BBDD (Base de Datos) adecuada.
Dentro del mundo del marketing hay muchas posiciones frente al SMS / e-mail marketing, mucha gente del sector lo considera algo antiguo, incluso obsoleto. Sin embargo, estadísticamente los ratios de efectividad siguen siendo elevados y más que rentables.
El mundo conectado está en constante evolución, día tras día, no es arriesgado decir que las redes sociales tal y como las conocemos actualmente no durarán eternamente. Hay que estudiarlas, quererlas y mimarlas ya que es una excelente vía para obtener una BBDD propia de calidad con mucha información sobre el perfil de nuestros clientes. Pero también podemos alquilar, incluso comprar, una base de datos externa, con un perfil de prospect filtrado para que se adecue a nuestro target.
Ya sea para lanzamientos, promociones, generación de base de datos propia, entre otros… una campaña de marketing de acción puede ser una buena solución. No obstante, no basta con tener una buena idea, un buen diseño, un buen copy… conseguir que una campaña de e-mail o SMS marketing llegue a sus destinatarios y sea efectiva es un proceso laborioso, casi un arte, que tiene que estar en manos de expertos.
¿Qué debe tener un BBDD para que tu campaña sea efectiva?
1.- Una base de datos limpia, actualizada y segmentada, construida con marketing de permiso. Si los usuarios de la BBDD consienten en formar parte de la lista reciben el mensaje sin verlo intrusivo y lo más importante sin considerarlo Spam.
2.- El uso de una plataforma de e-mail marketing profesional. Utilizar una u otra herramienta para enviar tus campañas de e-mail marketing implica que tus correos vayan o no a la carpeta de spam, sobretodo en caso de enviarlos directamente desde tu correo de forma masiva…
3.- Tu reputación como emisor de campañas de e-mail marketing, los profesionales de las BBDD saben cómo trabajar y usar los servidores más seguros para el envío masivo de correo.
¿Qué pasa con el SMS marketing?
Por su parte, la tasa de entrega de los SMS masivos es muy alta, cercana al 100%, y la tasa de apertura de casi del 90%. Con un buen call to action, la probabilidad de recibir un potente ROI de la campaña es muy alta. Esto es una ventaja de este canal sobre el e-mail para llegar a tus clientes de otra forma con eficacia y eficiencia; pero puede fallar por elegir una plataforma de envío de baja calidad. De nuevo, externalizar el servicio y utilizar una herramienta profesional es la mejor apuesta.
Un estudio realizado recientemente por Email Answers nos deja unos datos que sorprenderán a muchos. El SMS marketing encabeza las listas de efectividad y ROI en el medio online. No es de extrañar, ¿cuántos SMS recibes al día? Probablemente ninguno y cuando recibes alguno casi seguro que lo abres.
Si tienes dudas, quieres saber más o quieres probar una acción de e-mail / SMS marketing, llámanos. En La Línea Publicidad somos expertos en Marketing Digital y contamos con las herramientas más potentes para gestionar de manera efectiva tus campañas.
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