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Email Marketing For Beginners | Complete Step By Step Tutorial 2024
19 ideas de marketing sacadas de «Email Marketing For Beginners | Complete Step By Step Tutorial 2024», de Davie Fogarty. Sobre todo de retención y…
- 19 ideas despiezadas
- Fuente Davie Fogarty
- Dura 25 min
- Publicada en 2022
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Mensaje y copywritingLa línea de asunto de un correo debe equilibrar tres factores: captar la atención para maximizar la tasa de apertura, mantener estricta relevancia con el contenido interior para no frustrar la intención de compra del cliente con clickbait, y evitar términos o patrones que los proveedores de correo califiquen como spam y dañen la entregabilidad.
always split test them. The first objective of a subject line is to increase open rate. It needs to captivate attention, but then you also need to consider how relevant that is to the email messaging within the email. If you're just using some really click-baity subject line, it could actually just make your customers annoyed and they're not going to purchase. The third thing to consider is our email marketing providers going to think that this is a spammy subject line. This will again decrease deliverability. Considering this is the first email that our customers are going to receive from our
Escúchalo en el minuto 13:57
Umbral crítico de tasa de spam en campañas de email
Medición y experimentosUna tasa de quejas de spam superior al 0,05% en campañas de email indica un problema operativo y de entregabilidad que debe corregirse de inmediato.
the conversion rate of the email and look at the spam rate. If your spam rate is over 0.05% chances are you've
Escúchalo en el minuto 24:33
Jerarquía de copy para el correo de bienvenida
Mensaje y copywritingEstructura el texto del email de bienvenida reforzando el código de descuento en múltiples ocasiones, añadiendo urgencia sobre su validez y destacando las propuestas de valor del producto para acelerar la primera compra.
need to highlight certain parts of the email. So now I've just formatted the copy so it's easy to understand. I've got a basic information hierarchy with the discount code reinforced multiple times. There's a little bit of urgency as well around the validity of the code and how long that's going to last as well as some value propositions around the product. Obviously it could make this design a lot
Escúchalo en el minuto 18:27
Limpieza y calentamiento de listas al migrar de proveedor de email
Retención y relación con el clienteAl cambiar de software o CRM de email marketing, es indispensable depurar la base de contactos y ejecutar un proceso gradual de calentamiento (warm-up) para evitar caídas severas en las tasas de apertura y picos en reportes de spam.
because you're using a software that you don't think is right for your business, you may have to do a list migration. You need to be incredibly careful when doing this. I've heard a lot of horror stories about people migrating email software and suddenly open rates dropping heavily and also spam rates increasing. When you migrate email software, make sure that you warm up your list appropriately. You may want to use a professional or a consultant to do this. Before doing this, I also recommend that you clean your list and keep really good list hygiene, which we'll get into in a second. Once…
Escúchalo en el minuto 3:49
Retención y relación con el clienteEl flujo de email para solicitar reseñas debe configurarse con un margen de tiempo que cubra la preparación y el envío (por ejemplo, 10 a 14 días para plazos de entrega de 2 a 8 días), ya que pedir una valoración antes de que el cliente reciba el producto dispara las reseñas negativas.
the trigger that once this order is fulfilled it's going to send this email. Now depending on your shipping times let's say you're drop shipping or you're delivering within 48 hours the trigger the wait time here needs to be changed. If you have two to eight day delivery time and your fulfillment center takes a day to ship it then you might want to make this 10 to 14 days so that it's quite fresh in the customer's mind when they receive this email. However make sure that your customer has their product if you're asking for a review. If they don't have the product and you ask for a review…
Escúchalo en el minuto 22:41
Implementación de email marketing previa a la inversión en tráfico de pago
Retención y relación con el clienteEn comercio electrónico y negocios digitales, conviene configurar el email marketing antes de encender anuncios de pago; esto amortigua el costo de adquisición (CAC) al captar a los visitantes indecisos y asegura la rentabilidad del negocio elevando el valor de vida del cliente (LTV) mediante la retención.
make a sale. The truth is, without retention-based marketing, which is like email and SMS, these efforts will be short-lived because you will not be able to make it profitable. Even for the cafe In e-commerce, I like to set up email marketing before I start driving ads. This is because it will lower the customer acquisition cost by converting more customers that are visited to your website. A lot of people won't be ready to purchase then and there. They'll actually need All of the business types that I've just mentioned use email marketing to both lower acquisition costs, but also to increase…
Escúchalo en el minuto 0:46
Auditoría de flujos de email marketing de la competencia
Investigación de mercado y clienteAntes de diseñar los flujos de correo propios, es recomendable suscribirse a las automatizaciones de competidores destacados del sector para analizar sus objetivos de conversión o educación, estilo visual, copywriting, frecuencia de envío y enlaces de destino.
on already. What I recommend is you go to someone else in your industry that is doing amazing email marketing. Sign up to their flows and understand what they're trying to achieve. They might try to be educating customers around the product and service, or they might be trying to make the customer complete a transaction as quickly as possible. Study the competitor's design and copy. Look at their email frequency and look at where they're sending their traffic using the buttons within the email.
Escúchalo en el minuto 2:36
Los tres flujos de automatización esenciales para iniciar en email marketing de ecommerce
Retención y relación con el clienteAl configurar el email marketing de una tienda online, se debe priorizar el montaje de tres flujos automatizados clave: secuencia de bienvenida (welcome series), carrito abandonado (abandoned cart) y post-compra (post-purchase), evitando dispersar esfuerzos en secuencias de bajo tráfico como el abandono de navegación hasta tener una base sólida.
basic flows. First, the welcome series, then we're going to set up the abandoned cart series, and then we're going to set up the post-purchase series as well. These are the three core flows that we need. The other series that you might want to consider is a browse abandonment series. However, you need to actually have the customer's email address to make that worth it. This flow gets a lot less traffic than the other flows. This is why I just recommend focusing in your three main
Escúchalo en el minuto 10:22
ConversiónAl captar suscriptores ofreciendo un descuento, se debe incluir el código promocional en la pantalla de confirmación posterior al registro, asegurando que el cliente lo reciba de inmediato incluso si el correo electrónico termina en la carpeta de spam.
the pop-up and the list submission is going to be very, very low. One thing that you also really want to do if you are giving a discount is make sure on the confirmation page, you're inserting your discount code. This ensures that if the email does go to their spam or something, they still get their is we can do limit to one use per customer. Then I can just click save discount code and copy and paste that into this confirmation page here. So I just need to tweak the offer page now so people
Escúchalo en el minuto 6:34
Personalización dinámica en secuencias de email para aumentar conversión
Retención y relación con el clienteIncluir campos dinámicos y datos personalizados (como el nombre del suscriptor o productos vinculados) en los correos de bienvenida genera mayor confianza y mejora la tasa de conversión.
email series. So what you can see here is this section here is a dynamic field so that's going to update based on your organizational settings. You can also add personalization through the person's name or what they're going to order because this is all integrated with Shopify. By adding personalization you're really going to increase the conversion rate of the email because customers are going to trust you.
Escúchalo en el minuto 17:59
Diagnóstico de rendimiento en email marketing según la métrica afectada
Retención y relación con el clienteAl evaluar una campaña de email marketing, una tasa de apertura baja exige optimizar asuntos y segmentación, mientras que un CTR bajo requiere revisar la oferta, el diseño y las llamadas a la acción.
got an issue. If your open rate is low work on your subject lines and your segmentation. If your click-through rate is low look at the offer that you're presenting to people. Look at the email design and your call
Escúchalo en el minuto 24:39
Retención y relación con el clienteDiseña los correos electrónicos utilizando una imagen principal superior (en torno a 600 px de ancho) y el resto del contenido en texto HTML editable en lugar de embeber todo el mensaje en imágenes pesadas, optimizando así la velocidad de carga y la legibilidad.
nowadays is it really really simple where they have one basic hero image at the top with some copy on it that highlights the product and then the rest of the copy just as text underneath. You don't want to go too heavy on graphics. It is great to have some html text code rather than just putting it all on make sure that it's suitable for our email so we want to make sure it's this wide. When we come into here we can see that the email width is currently 600 pixels which is fine. We don't want it to be way way bigger than that because therefore it's going to slow the email down and it's not…
Escúchalo en el minuto 15:11
Retención y relación con el clienteLa secuencia de bienvenida debe educar al nuevo suscriptor explorando la propuesta de valor desde distintos ángulos, resolviendo dudas operativas (tiempos de envío, garantías y políticas de reembolso) e incorporando prueba social visual (historias de clientes, insignias de plataformas de reseñas y fotos reales de compradores).
series, I really like to just really educate people on the product. It's important to come from different angles, talking about different value propositions of the product and how your business actually operates, such as shipping times, refunds, guarantees, those kinds of things. It's also really important to add a lot of social proof. Talk about stories of your customers that have really loved your product. Grab things like review badges from like Trustpilot or even photos from your website,
Escúchalo en el minuto 11:01
Segmentación de email por nivel técnico para aumentar conversión e ingresos por visitante
Retención y relación con el clienteSegún un caso de estudio de Lenovo, segmentar la complejidad y el volumen de información técnica en los emails según el perfil del usuario aumentó la tasa de conversión en un 40% y los ingresos por visitante en un 25%.
that I just read from Lenovo talked about how they would get highly technical people different amounts of information. So if someone wasn't as tech savvy they'd keep the emails really simple and for more advanced people more tech information. This ended up increasing conversion rate by 40% of those emails. Increasing the revenue per visitor by 25%. This kind of segmentation will reduce unsubscribes allowing
Escúchalo en el minuto 23:59
Retención y relación con el clienteConfigurar el correo del remitente de los flujos automáticos usando el buzón de atención al cliente vinculado al dominio propio permite que las respuestas directas de los usuarios ingresen directamente al software de soporte y protege la reputación de entregabilidad del dominio.
think that it's an important message. Then you've got your sender email address. This should be linked to your Shopify domain. As I touched on before, domains are really important in the deliverability So my sender email address in this case would actually be my support email at try lemon scrub. This email is obviously our customer service email and it's really important to do this because when people actually reply to this email, it's going to go into our email customer service software,
Escúchalo en el minuto 12:50
ConversiónNo se debe mostrar el pop-up de suscripción inmediatamente tras la carga de la página, ya que resulta intrusivo; es preferible configurarlo con un retraso de 6 a 8 segundos o justo antes del tiempo promedio en el que los usuarios abandonan el sitio según las analíticas.
to do is decide when this pop-up will show up. So there's a lot of ways that you can do this. Typically, we don't want the pop-up to come up straight away because that's intrusive and people don't really trust you at that point. One good way to determine a good pop-up speed would be to actually go into Google Analytics and have a look at the time on site. So the average time that people exit the website. Then you can actually target the pop-up to show just before that happens. So people have time to browse around and actually have a look, they trust you and then they're more likely to put…
Escúchalo en el minuto 7:49
Aporte de facturación esperado del email marketing en ecommerce
Retención y relación con el clienteEn un negocio de comercio electrónico, el canal de email marketing debe representar aproximadamente entre el 10% y el 30% de la facturación total.
traffic to your store it might be time to get an email agency. If you're in e-commerce you want your email marketing to equate to about 10 to 30% of your revenue. If you want to get some email design
Escúchalo en el minuto 24:54
ConversiónLos pop-ups de captación con incentivo de The Oodie consiguen una tasa de conversión superior al 10% en todas las regiones, y el primer correo de la secuencia de bienvenida alcanza una tasa de apertura aproximada del 70%.
It'll also increase the conversion rate of the pop-up. For the OODI, across our pop-ups, across all regions, our conversion rate is over 10%, which is pretty good. Our open rate of our first emails as well, which we are about to set up is around 70%, meaning the majority of the people that sign up are
Escúchalo en el minuto 5:30
Preferencia de los consumidores por el email frente a otros canales promocionales
Canales de adquisiciónEl 77% de los consumidores en Estados Unidos prefiere el email marketing por encima de cualquier otro formato promocional, incluidos los SMS, el correo directo y los anuncios de televisión.
especially by brands that they trust and care about. A recent survey that I just read showed that 77% of consumers in the United States prefer email marketing over any other form of promotional marketing. This includes direct mail, SMS, and TV ads. So when should you use email marketing?
Escúchalo en el minuto 1:06
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