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11.10.2013
He escuchado comentarios drasticos sobre la caida del Email Marketing, que ya no es como antes, que hay otras estrategias, que en algun momento fue muy efectivo, que los correos de los usuarios estan inundados de publicidad… etc. Algunos de esos comentarios pudieron estar en algun momento cerca a una realidad posible, pero hoy con toda confianza puedo decir que, no es que sea falso, sino que no ha llegado el momento. Seguro muchas personas hablaran del tema, no se si por llamar simplemente la atencion de los usuarios o incluir un poco de panico en la promocion de sus ofertas, pero lo cierto es que si consultas a una empresa que tenga un buen manejo de esta tecnica, te dira que es el pilar de sus estrategias de marketing digital. Lo anterior no lo digo con base en la especulacion, soy testigo de eso, conozco varias empresas que dependen de sus plataformas de Email Marketing para hacer mercadeo, y no solo eso, que han probado otras estrategias en Internet y a nivel de mercadeo tradicional y nada les ha resultado mejor. Yo pienso que si se tiene un buen dominio del concepto y de las tecnicas de Email Marketing, se pueden lograr cosas increibles con los usuarios, no solo en ventas, sino en posicionamiento y confianza de marca. Por eso y por muchas otras razones, como las que voy a mencionar a continuacion, esta estrategia sigue viva y marcando la pauta para promocionar cualquier servicio o producto por Internet. La red social mas famosa del mundo viene haciendo cambios que de seguro perjudicaran a mas de uno, lo hable en uno de mis articulos pasados sobre la especulacion del alcance zero en las publicaciones de nuestras Fan Page.
Facebook pretende que las empresas paguen por mostrar contenido a los usuarios que en algun momento captaron como fans de sus paginas, lo cual ademas de ser una decision completamente absurda, perjudicaria a muchas empresas. Esto no es algo confirmado, pero en ocasiones anteriores ya Facebook ha probado que hace lo que quiere aunque afecte a mas de uno, y personalmente no me gustaria ver tirado todo mi esfuerzo y mi dinero a la basura porque a esta empresa se le dio por aumentar sus ingresos.
La conclusion dramatica del asunto es sencilla, si en algun momento llegas a perder tus fans ??que te queda?!… si, tu base de datos en tu plataforma de Email Marketing! Por esa razon las publicaciones y todo el contenido que se desarrolle debe estar enfocado en lograr que los usuarios se suscriban, esa es la primera etapa de conversion y la que tienes que dominar a la perfeccion si quieres ver resultados en este negocio.
Si de casualidad no tienes ni idea de lo que te estoy hablando, no te preocupes, ingresa al siguiente enlace y empieza desde cero a estudiar la tecnica: clic aqui. Hasta el dia de hoy no he visto la primera estrategia que no incluya este concepto para lograr ventas. Utiliza desde ya una plataforma y empieza a construir tu empresa si aun no la tienes, el oro de los negocios en cualquier industria esta en su base de datos. CEO Fundador de eMarketClass, Consultor de Marketing Digital para empresas e independientes, Bloguer, emprendedor y apasionado de los negocios en Internet.
Tienes toda la razon, ya no se puede confiar en FB para llegar a los seguidores como una quisiera (sin tener que pagar claro).


Desde hace tiempo que he querido darle empuje a la lista pero por alguna razon siempre me quedo en el camino. The fact is that email marketing is still ranking second behind SEO in ROI (Return on Investment) for digital marketing tactics… NOT Social Media. But change is once again imminent and we are on the cusp of moving forward into the future with the following innovations in email.
The latest tech talk among email marketers is something that has been only dreams until now; video in email.
Can you imagine surfing the Sears website for lawn tools without having to click a link, wait for your browser to open up and then wait for the page to load?  Of course you can; this is how links are currently handled within email messages. Gmail does offer the option of incorporating Google Forms within its emails that allows for more interactions without leaving the inbox. All of this does opens doors for many marketing options, and also leads me into the next big technology arising, Real-time content optimization. The current process of delivering the most optimized content (outside of dynamic content) is through testing; send out a small sample, and see how the audience reacts. But, what if you could send to your entire database, and have the emails change copy, images, and subject line during the launch based on what is happening during the send? Change is coming to inboxes that are more reactive to your place and time, and change email priority like a search engine. Y no digo que sea falso porque este mundo cambia rapidamente y todo puede ocurrir, tal vez eso sea un panorama posible, pero no proximo. Seguro estan las redes sociales y otros canales para generar engagement, pero definitivamente no te van a dar el alcance deseado.
A few years back I wrote a blog post about the future or email and the exciting new technologies out there that were on the horizon for email marketing. Some report 20% lifts in metrics using it.  However, email marketing is still bound to the rules of the ISP’s and email clients. This is much like the animated gifs of old, but with higher frame rates and better color pallets. Gmail does it withYouTube, and HTML5 is making great strides in allowing adoption of embedded video.


In the past, Gmail had started offering up limited use of its “Enhanced Email” service, which is a technology that embeds a module that can serve up real-time information and products within the email.  A similar technology, an offer carousel, would offer multiple opportunities to deliver content within a small coveted area within the email. This system works, and it is used to gain the best results by the most seasoned email marketers.
Technology is out there that sends test emails out periodically throughout the launch, and optimizes the rest of the emails based on actions taken.  This process could automatically optimize an email in real-time instead of taking days to send, test, modify, re-send an optimized email.
Emails that are not just pushing a static message, but ones that revolve around your interactions across the web.
There are many other technologies on the horizon being driven by marketing automation, ESPs, and email clients that are also helping to advance email inboxes into the future, and integrate with other digital channels. Until then, we as marketers must keep pushing the limits and be open to adopting new technologies that will make email as successful as it ever has been. Then came the day of image blocking and email marketers everywhere were forced to look for other methods to maintain or improve open and click rates while images were hidden. It looks like it might play in your email, but really just a link to a landing page with the video.
This is widely supported across most platforms (minus Outlook 2007).  Think of it as a “preview” of the video you really want to see. It will be integrated with other digital channels where marketers and end users find advantageous. For the past few years, most marketers have settled into their own mixture of text and images within their emails.
It can also be used as just an eye catching graphic in the email.  Unfortunately, these Video gifs have no sound.
Embedded videos have sound, giving the user the true video experience right in their Inbox.  The only negative is that embedded video has yet to become widely adopted across platforms.
Despite some of these setbacks, I believe email IS slowly creeping forward in technology advancement.



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