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¿Qué es el mailing? Todo sobre el envío de correos masivos Saltar al contenido ¿Has oído hablar del mailing y de las campañas de mailing? Quizá no con ese nombre pero con una pequeña explicación te darás cuenta de que forma parte de nuestras vidas. Desde pequeño seguro que has visto el correo publicitario y personalizado que llega a los buzones de las casas. Este tipo de práctica se ha mantenido en el tiempo, aunque también han aparecido otras basadas en internet. ¿Quieres conocer a fondo el mailing? Este es el momento, ¡acompañanos!
¿Qué es el mailing? Como de costumbre comenzamos conociendo el significado de mailing :
Mailing es la publicidad directo que envían las empresas a los contactos que tienen en su base de datos.
Hoy en día muchas empresas utilizan el correo electrónico para enviar su mailing, aunque conviene recordar que no es lo mismo el mailing masivo que el email marketing. El email marketing se basa en enviar correos electrónicos a clientes actuales o potenciales. Estos correos contienen información sobre novedades de la empresa, promociones y descuentos con el fin de estimular la relación con los clientes, fidelizarlos y así aumentar las ventas. El envío de correo siempre tiene un objetivo claro y aquí es donde hablamos de campañas de mailing. Una campaña de mailing consiste en enviar publicidad de manera masiva por correo convencional o electrónico, buscando sobre todo que llegue a cuantos más mejor. VIDEO He aquí entonces la diferencia fundamental: el email marketing busca calidad mientras que el mailing busca cantidad. Antes de la irrupción del correo electrónico las empresas también enviaban correos masivos, lo que se conoce como mailing postal . Esta técnica todavía está en uso ya que son bastantes las empresas que mandan información personalizada en formato físico.
Diferencias entre mailing, spam y buzoneo Vamos a explicar las diferencias entre mailing, spam y buzoneo porque son muy diferentes y se confunden con facilidad. Comenzamos definiendo spam y buzoneo.
Spam : el spam es el correo no deseado. Digamos que son correos masivos que recibes sin comerlo ni beberlo, ya que una empresa te está enviando correos sin tú haberle dado tus datos para que lo hiciera. Si en el correo postal esto se da, de todos es conocida la magnitud de esto en internet. De hecho todos los servidores de correo electrónico tienen una carpeta dedicada al spam.Buzoneo : se trata del reparto de folletos publicitarios o propaganda que se distribuyen a mano por los buzones. Esta práctica sigue en auge por mucho que ahora se use internet para todo. No hay que confundir el spam con el mailing porque, en el mailing, tú recibes correos porque has dado a la entidad que sea tus datos sabiendo que te los iban a mandar . Lo autorizaste conscientemente. Es evidente también que el buzoneo es diferente de cualquier tipo de mailing porque en el caso del buzoneo no se trata de correo personalizado. Ahora que conoces la diferencia entre mailing y spam, conviene decir que hay una fina línea de separación entre ambos y esta línea está marcada por el usuario. Una estrategia de mailing se basa en el envío de muchos correos en los que de alguna manera se intenta vender algo. A nadie le gusta que le envíen correos frecuentes con esta intención, por lo que muchos usuarios acaban por no abrir los correos o los tiran directamente a la papelera. Por ello hay muchos correos de tipo mailing que acaban siendo penalizados y van directamente a la carpeta de spam. VIDEO
Ventajas del mailing El envío de correos masivos tiene las siguientes ventajas:
Se trata de una de las técnicas de marketing con mayor potencial. Es barato en comparación con el mailing tradicional ya que la empresa ahorra los gastos de papel y envío . Por tanto las campañas siempre tendrán menos costo. Es muy sencillo enviar encuestas de satisfacción. Los suscriptores y clientes pueden beneficiarse de productos que todavía no se han lanzado . Cualquier persona o empresa suscrita será la primera en beneficiarse de las ofertas y descuentos. Es muy fácil tener detalles como realizar felicitaciones en épocas específicas, aumentando la fidelidad con el cliente. Veamos ahora los inconvenientes.
Inconvenientes del mailing En general, el envío masivo de emails tiene mala fama por culpa del spam. Hay muchas empresas que hacen envíos masivos sin que les hayas dado tu correo electrónico ni ningún dato tuyo. Debido a esto, los gestores de correo electrónico usan filtros antispam que en ocasiones envían a la carpeta de correo no deseado algunos mails que no son spam. Otra serie de inconvenientes son:
Facilidad para que la gente se desuscriba : es obligatorio en el mailing masivo que exista la opción de darse de baja y esto es muy fácil que suceda. La gente suele darse de alta en muchas listas de correo pero, como no tiene tiempo o no le interesa leer todo lo que le llega, se suele dar de baja al cabo de un tiempo.De esto anterior se deduce que es difícil conseguir que los usuarios abran y lean los correos . Por otra parte, si tu gestor de email detecta que no abres muchos correos de un determinado remitente, te los acabará enviando a la carpeta de spam. El correo electrónico tiene que estar en formato responsive , lo cual significa que tiene que estar adaptado para leerse en todos los dispositivos. Si no lo está puede que no se lea bien en los teléfonos móviles y si no se lee bien el usuario puede acabar desechándolo. Hay que tener mucho cuidado con la frecuencia del mailing para que no acabe en la carpeta de spam.
¿Cómo se puede enviar mailing masivo? Si quieres hacer mailing masivo no te queda más remedio que acudir a una plataforma que te permita enviar correos a muchas personas a la vez, y así es como nacieron los gestores de email marketing . Realmente para hacer envíos masivos sería suficiente con cualquier plataforma de correo electrónico porque te permite enviar muchos correos a la vez, pero si quieres ir más allá esto no es suficiente. Un gestor de email marketing te permite también:
Una integración con tu página web para que los visitantes puedan suscribirse. Crear diferentes listas mediante opciones de segmentación . Hacer tests A/B para saber qué texto de correo o qué título obtiene mayor respuesta. Saber cuánta gente está abriendo tus correos y quiénes son esas personas. En definitiva, un gestor de email marketing no solo te permite el envío de mailing, sino también la captación de suscriptores y el seguimiento de las campañas. Y ahora es cuando llega la gran pregunta: ¿cuáles son las plataformas para enviar email masivo? Cómo enviar correos masivos es algo fácil y complejo a la vez porque hay bastantes gestores y muchas veces no se sabe cuál elegir. La «mala» noticia es que son de pago, aunque muchos de ellos tienen opciones gratuitas, entonces ahí cada uno tiene que mirar lo que más le interesa. ¿Es la primera vez que vas a usar una estrategia de mailing? Entonces puedes probar a usar MailRelay porque es gratuita hasta 75.000 envíos y 15.000 suscriptores. Otras opciones, serían MailChimp y Active Campaign.
Consejos para realizar una buena campaña de mailing La campaña de mailing se centra en la existencia de una base de datos , por lo que es importante que esta base de datos sea buena y esté constantemente actualizada para ofrecer unos mejores resultados. De nada vale tener datos que ya no son válidos o incorrectos. Para que la campaña de mailing sea un tipo de marketing directo efectivo se deben tener en cuenta básicamente estos dos puntos:
El asunto del título es crucial para que los suscriptores abran el email. El correo se debe hacer atractivo tanto visualmente como de contenido, personalizado y original . En ocasiones se suelen ofrecer fechas de ofertas para hacer más atractivo el correo. Por ejemplo, un asunto de mensaje puede ser: «Viaja gratis a Madrid». Y la fecha podría ponerse de esta forma: «si compras un billete de vuelo antes del 30 de Junio entras en el sorteo de 100 viajes gratis a Madrid». Otra forma muy interesante de mailing consiste en el envío de una muestra gratuita, ya que la mejor forma de mostrar las ventajas de un producto es probarlo. Incluso se puede acompañar con un cupón de descuento para la próxima compra. Esto funciona muy bien porque la gente agradece los regalos y en muchas ocasiones descubre que el producto es bueno. Lo más importante del mailing es saber dar con el potencial cliente de manera directa e incitando a la venta con un mensaje directo y personal, una motivación para leer el contenido y ofrecer interés en el producto o servicio mostrando las ventajas de su compra además de ofreciendo algo que otros no ofrecen.
¿Sabías cómo hacer mailing masivo? Las estrategias de mailing son muy populares dentro del marketing online, pero, aunque hoy en día la mayor parte de las empresas tiene página web, no crean una lista de suscriptores. Y si la crean no aprovechan todo su potencial, generalmente porque no saben gestionarla o no lo consideran importante. ¿Eres de los que trabaja la campañas de mailing? ¿Te están dando resultados? Cuéntanoslo en los comentarios, ¡que no se queden vacíos!