{"id":10702,"date":"2019-11-15T12:11:35","date_gmt":"2019-11-15T11:11:35","guid":{"rendered":"https:\/\/blog.acumbamail.com\/?p=10702"},"modified":"2022-08-06T12:41:25","modified_gmt":"2022-08-06T10:41:25","slug":"segmentacion-de-mercado-email-marketing","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/segmentacion-de-mercado-email-marketing\/","title":{"rendered":"Segmentaci\u00f3n de mercado en las estrategias de email marketing"},"content":{"rendered":"<p>Una de las claves que explican el \u00e9xito del marketing online es que a trav\u00e9s de diversas t\u00e9cnicas podemos hacer una <strong>segmentaci\u00f3n de mercado<\/strong> y conseguir as\u00ed que nuestro mensaje llegue justo a aquellas personas que son el <a href=\"https:\/\/acumbamail.com\/glosario\/target\/\">target<\/a> del producto o servicio que queremos vender.<\/p>\n<p>El <strong><a href=\"https:\/\/acumbamail.com\/email-marketing\/\">email marketing<\/a><\/strong> sigue siendo a d\u00eda de hoy una de las formas m\u00e1s eficaces de llegar al p\u00fablico, pero para conseguir buenos resultados es imprescindible que hagamos una buena segmentaci\u00f3n de clientes. As\u00ed conseguimos que los esfuerzos invertidos en <a href=\"https:\/\/acumbamail.com\/blog\/tipos-de-newsletters\/\" target=\"_blank\" rel=\"noopener noreferrer\">crear una newsletter<\/a> se traduzcan en una <a href=\"https:\/\/acumbamail.com\/blog\/tasa-de-conversion-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">mayor tasa de conversi\u00f3n<\/a>.<\/p>\n\n\n\n<h2>\u00bfQu\u00e9 es la segmentaci\u00f3n de mercado en el email marketing?<\/h2>\n<p>Cuando usamos este t\u00e9rmino estamos haciendo referencia a la posibilidad de <strong>clasificar a los suscriptores de nuestra lista de correo en relaci\u00f3n con diferentes criterios.<\/strong><\/p>\n<p>Imagina que queremos promocionar un colegio privado en pleno centro de Barcelona. Podr\u00edamos determinar que es un producto cuyo target principal son mujeres de 30 a 45 a\u00f1os, con un nivel cultural y econ\u00f3mico alto y que adem\u00e1s vivan en Barcelona.<\/p>\n<p>Si hemos operado con inteligencia a la hora de recopilar datos de nuestros suscriptores, deber\u00edamos tener informaci\u00f3n suficiente para saber a qui\u00e9nes deber\u00edamos mandar el mail hablando de este producto y a qui\u00e9nes no.<\/p>\n<h2>\u00bfQu\u00e9 criterios de segmentaci\u00f3n utilizar?<\/h2>\n<p>No hay una respuesta correcta para esta pregunta, o m\u00e1s bien deber\u00edamos decir que no hay una respuesta \u00fanica.<\/p>\n<p>Podemos encontrar infinidad de criterios para <strong>dividir a nuestro p\u00fablico potencial en subgrupos<\/strong> que, a su vez, puedan tener un inter\u00e9s concreto en algo.<\/p>\n<p>Retomando el ejemplo anterior, podemos afinar todav\u00eda m\u00e1s la campa\u00f1a si adem\u00e1s procuramos que esas mujeres a las que queremos hacer llegar nuestro mensaje sean madres de hijos que no tengan m\u00e1s de 12 a\u00f1os de edad.<\/p>\n<h2>\u00bfC\u00f3mo dise\u00f1ar una estrategia de segmentaci\u00f3n?<\/h2>\n<p>La raz\u00f3n por la que muchos emails de publicidad acaban en la papelera de reciclaje sin ser abiertos es porque no se ha hecho una buena segmentaci\u00f3n.<\/p>\n<p>Puedes tener 10 000 personas en tu bolet\u00edn de suscriptores, pero no a todas ellas les va a interesar cada uno de tus correos electr\u00f3nicos.<\/p>\n<p>Para que el email marketing tenga \u00e9xito es fundamental que <strong>conozcamos muy bien el producto o servicio que vamos a ofrecer <\/strong>y el tipo de persona que puede estar interesada en \u00e9l. As\u00ed podemos definir las <strong>caracter\u00edsticas del target.<\/strong><\/p>\n<p>A continuaci\u00f3n, debemos asegurarnos de tener una <strong>base de datos lo suficientemente completa<\/strong> como para que podamos hacer una buena segmentaci\u00f3n y encontrar en ella a aquellos que de verdad pueden estar interesados en recibir una comunicaci\u00f3n sobre un tema concreto.<\/p>\n<p>Segmentar implica invertir mucho tiempo en hacer un an\u00e1lisis a conciencia del target al que nos queremos dirigir, pero si la tarea se hace bien el <a href=\"https:\/\/acumbamail.com\/glosario\/roi\/\"><strong>ROI<\/strong><\/a> que se obtiene es tan alto que compensa con creces los esfuerzos que se han realizado.<\/p>\n<p>Una vez m\u00e1s, queda demostrado que en el marketing digital no podemos dejar nada a la improvisaci\u00f3n y que es esencial realizar una buena <strong>segmentaci\u00f3n de mercado<\/strong><strong>.<\/strong> Si queremos alcanzar el \u00e9xito debemos planificar con todo detalle cada una de nuestras campa\u00f1as de email marketing.<\/p>","protected":false},"excerpt":{"rendered":"<p>Una de las claves que explican el \u00e9xito del marketing online es que a trav\u00e9s de diversas t\u00e9cnicas podemos hacer una segmentaci\u00f3n de mercado y conseguir as\u00ed que nuestro mensaje llegue justo a aquellas personas que son el target del producto o servicio que queremos vender. El email marketing sigue siendo a d\u00eda de hoy [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":10701,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1497],"tags":[],"class_list":["post-10702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Segmentaci\u00f3n de mercado en las estrategias de email marketing<\/title>\n<meta name=\"description\" content=\"La segmentaci\u00f3n de mercado es clave para el \u00e9xito de la estrategia de email marketing y en este post profundizamos acerca de esta tem\u00e1tica.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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