Ya hemos tratado la suscripción mediante correo electrónico de los usuarios para que reciban cualquier novedad que publiques en tu blog, para ello explicamos como usar la herramienta gratuita feedburner, la cual descubrimos que tenía serias limitaciones.
La gran carencia del método anterior es que este envío de correos a los suscriptores es automático y poco personalizable, hoy vamos a descubrir herramientas mucho más potentes, que nos hará posible implementar el email marketing gratis, para dar el verdadero salto hacia el marketing digital.
Nunca hay que subestimar el poder que tiene el correo electrónico, de hecho es el complemento más poderoso para tu blog, superando a las redes sociales. Al principio comentaba el concepto de newsletter, donde el usuario reciba las novedades de tu blog en el correo, ahí le estará esperando hasta que lo lea. Piensa ahora en la misma publicación en las redes sociales, podría pasar desapercibido para muchos usuarios si no lo leen en el momento preciso, y no solo eso, el lector no lo verá tan personal como un correo enviado a su cuenta.
Por tanto, uno de los principales objetivos del email marketing es aumentar el tráfico e tu blog, captando la atención del usuario.
Los principales beneficios de utilizar email marketing son:
- Creamos un vínculo más estrecho entre los usuarios y tu blog
- Animamos a los lectores a dar vida a nuestro blog: comentar, promocionar, etc.
- Enviamos novedades e información relevante de forma periódica, de interés para tus lectores.
- Podríamos presentar productos de terceros que les pueda interesar.
- Podemos medir el éxito de las campañas, para analizar el comportamiento de tus lectores.
Por supuesto, siempre puedes combinar otras herramientas de marketing online con el email marketing.
5 puntos clave para elegir la mejor herramienta de email marketing
La buena noticia es que ya disponemos de herramientas online que nos facilitan la vida, solo necesitas que te guíen para sacar el máximo rendimiento de ellas.
Antes de decidirte por una u otra mi recomendación es que elijas por ti mismo, consulta siempre las principales características deseables de una herramienta de email marketing, esto son los puntos indispensables que deberían tener estas herramientas:
1. Cuenta gratuita
Para mi es esencial probar antes lo que vas a usar, normalmente las cuentas gratuitas tienen alguna limitación, dependiendo del proveedor puede ser muy restrictiva o no. Lo importante es que puedas probar para poder decidir por ti mismo si se cumplen las expectativas.
2. Fácil de usar
No te dejes llevar por aplicaciones que tienen mil funciones, si ésta no es intuitiva y fácil de usar olvídate de ellas. La ideal es aquella que incluso ni necesitas consultar el manual de instrucciones. El objetivo es pensar en la campaña que tengas en mente y no en cómo llevarlos a cabo con la herramienta.
3. Características técnicas
Aquí entra el número de envíos máximos de que dispone la herramienta (mailrelay, por ejemplo, te ofrece 75.000 envíos gratis de forma mensual). También es importante el número de suscriptores, si dispone de autorespondedores, si ofrecen soporte técnico, la ubicación de los servidores, etc.
Sobre cada uno de los puntos anteriores podríamos entretenernos para explicarlos en detalle, pero la idea básica es que tengas en cuenta las diferencias entre los distintas alternativas y, sobre todo, que realmente se cumplen las especificaciones que ofrecen.
4. Presencia actual
Consulta siempre lo reconocida que es la herramienta que vas a utilizar, cuanto más tiempo lleve en el mercado, normalmente con más recursos contará y más robusta será.
5. Funcionalidades
Fíjate que en los 4 puntos anteriores aún no hemos tratado las funcionalidades que utilizarás diariamente con esta herramienta, está claro que inicialmente debes asegurarte que estás ante un producto de calidad, que te ofrece las garantías necesarias y en el que puedes confiar.
La mayoría de herramientas gratuitas te ofrecen un conjunto reducido o limitado de funcionalidades y hay que pasar por caja para incrementar o quitar algunos de estos límites. Sin embargo, la buena noticia es que para la mayoría de bloggers que no manejan una cantidad muy elevada de usuarios, pueden disponer de una herramienta profesional y completamente gratuita. De hecho, si sobrepasamos los límites que nos ofrecen inicialmente será un dato extremadamente positivo, puesto que estaríamos rentabilizando nuestro tráfico.
A continuación las características que suelen tener este tipo de aplicaciones:
- Envíos programados
- Autorespondedores
- Gestión de bajas de suscriptores
- Control de suscriptores rebotados
- Integración con estadísticas: Google Analytics
- Filtros de segmentación
- Text A/B
Conclusión
El principal objetivo de esta entrada es ayudarte a elegir la mejor herramienta de email marketing, aportándote la información necesaria para que puedas decidir por ti mismo.
En una próxima entrada utilizaremos una de estas herramientas para integrarlas en tu blog y nos servirá de ejemplo para aprender como se integran otras, ya que el proceso es muy sencillo. Lo realmente importante es aprender a dominar la herramienta.
Y tú ¿que prestaciones crees que debería tener una herramienta de email marketing?
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