Tip #14: Correos electrónicos para recuperar a suscriptores perdidos
Tips and Tricks #14 para Zoho Campaigns, adaptado de Swathika Mahalakshmi¡Hola a todos!
¿Cuántas veces nos hemos preguntado por qué nuestros suscriptores no abren algunas de nuestras campañas de correo electrónico? Si nos ponemos en la piel de una persona media suscrita a varias listas de correo electrónico de distintos negocios y marcas, podemos adivinar que muy probablemente esté recibiendo otras campañas (además de la nuestra). Si añadimos otras promociones que puede recibir por múltiples medios, tenemos como resultado una proporción de atención disponible limitada, que puede no ser suficiente para que abra nuestro correo.
En este contexto, como profesionales del marketing es nuestra misión ofrecer un mayor valor en nuestras campañas de correo electrónico, que no sólo entregarán nuestro mensaje, si no que aportaran algo valioso a nuestros suscriptores. Y si bien disponemos de aquellas personas que siempre interactúan con nosotros, parte de nuestro objetivo también es reconectar con aquellos que se han quedado inactivos. En el consejo de hoy para Zoho Campaigns vamos a ver cómo podemos preparar una campaña de correo que consiga "despertar" a estos contactos inactivos.
Tip #14: Correos electrónicos para recuperar a suscriptores perdidos.
Sí, estamos hablando de los contactos inactivos. No es un asunto muy preocupante, pero al mismo tiempo el no tomar ninguna medida sobre tus contactos inactivos podría llevarte a enfrentarte a las desventajas del email marketing.
Tener demasiados contactos inactivos generará una lista poco higiénica, y el envío de correos electrónicos a una lista desordenada aumentará la posibilidad de que tu correo electrónico se marque como spam/no deseado. Esto también aumentará las posibilidades de que tus suscriptores se den de baja. Aunque la mejor práctica en este caso sea eliminar los contactos inactivos de tu lista de correo, debes tener en cuenta que enviar un correo electrónico de reactivación antes de eliminar esos contactos te ayudará a recuperar algunos. A continuación te explicamos cómo prepararte antes de enviar un correo electrónico de reactivación.
- Comprueba la salud de tu lista de correo una vez cada seis meses y segmenta tus contactos inactivos. Mide el rendimiento general de tus correos electrónicos anteriores y aprende los puntos que te faltaban en tus campañas anteriores. Algunos ejemplos podrían ser el asunto del correo electrónico, la relevancia, el contenido, etc.
- Si eres un profesional del marketing estacional, la mejor manera de encontrar a tus contactos inactivos es llevar un control de las campañas que has enviado. Toma tus últimas seis campañas y segmenta aquellos contactos que no hayan interactuado.
Ahora, tu segmento/lista de contactos inactivos está lista. ¿Qué es lo siguiente? Por supuesto, el contenido de tus correos electrónicos de reactivación. Aquí algunos puntos a considerar que te ayudarán a preparar tus campañas de reactivación:
- Recuerda a tus suscriptores que han estado inactivos (¡y que los echas de menos!).
- Revisa sus preferencias, ofreciéndoles una opción (como un formulario) donde puedan actualizarlas.
- Recompénsales proporcionando una oferta por un tiempo limitado (y haz mención en el asunto de correo electrónico). Esto ayudará a que actúen.
- Dales el derecho a irse: Proporciona una opción para que se desuscriban de tu lista de correo si ya no están interesados.
¡Y hasta aquí el consejo de hoy! Esperamos que os sirva. Nos vemos en el próximo.
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