{"id":10915,"date":"2020-02-05T10:55:23","date_gmt":"2020-02-05T09:55:23","guid":{"rendered":"https:\/\/blog.acumbamail.com\/?p=10915"},"modified":"2022-08-07T16:45:52","modified_gmt":"2022-08-07T14:45:52","slug":"crear-una-newsletter-con-engagement","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/crear-una-newsletter-con-engagement\/","title":{"rendered":"C\u00f3mo crear una newsletter con engagement\u00a0que conecte con tus suscriptores"},"content":{"rendered":"

En este post te vamos a explicar qu\u00e9 es el engagement en las newsletter<\/a><\/strong> y c\u00f3mo mejorarlo, para que puedas incrementarlo en tus campa\u00f1as de email marketing.<\/strong><\/p>\n\n

\u00bfQu\u00e9 es el engagement en marketing digital?<\/h2>\n

El t\u00e9rmino engagement viene del ingl\u00e9s y se traduce literalmente como \u201ccompromiso\u201d.<\/strong> Si aplicamos este significado al marketing digital, podemos decir que el engagement es ese compromiso que tienen los usuarios con nuestra marca. Es decir, el engagement consiste en generar relaciones a largo plazo y fieles entre las marcas y los usuarios.<\/strong><\/p>\n

Pero, \u00bfqu\u00e9 es el engagement en el marketing?<\/strong> Se trata de un concepto medible, que se utiliza para conocer el nivel de interacci\u00f3n y compromiso que tienen los usuarios en cada comunicaci\u00f3n que realiza una marca. En resumen, el engagement sirve para conocer el nivel de fidelidad de los usuarios con nuestra marca.<\/strong><\/p>\n

\u00bfC\u00f3mo se puede medir el engagement?<\/h3>\n

Al ser un concepto tan abierto, existen muchas formas y combinaciones para medir el engagement dependiendo del canal de la comunicaci\u00f3n.<\/strong> Por ejemplo, en redes sociales como Instagram, se mide con el conjunto de interacciones de un post: comentarios, me gusta, veces compartido, alcance del post, entre otros.<\/p>\n

En el caso de las newsletters,<\/strong> el engagement es relativo y debe medirse con respecto a campa\u00f1as anteriores y compararse. As\u00ed, podr\u00e1s ver si ha aumentado:<\/p>\n

    \n
  • La tasa de aperturas.<\/li>\n
  • La frecuencia de aperturas (un usuario que abr\u00eda 1 vez al mes, ahora abre 3 veces al mes).<\/li>\n
  • El n\u00famero de clics.<\/li>\n
  • El n\u00famero de ventas asistidas por la newsletter.<\/li>\n<\/ul>\n

    C\u00f3mo crear una newsletter con engagement<\/h2>\n

    Una vez vista la teor\u00eda, vamos a explicar algunos elementos importantes para mejorar el engagement de tus newsletters.<\/strong><\/p>\n

    1. El contenido<\/h3>\n

    Deben tener un contenido que realmente interese a los usuarios,<\/strong> ellos son fieles a tu marca por varios motivos, y uno de ellos es porque comparten los valores y les gustan los contenidos que ofreces.<\/strong> Por ejemplo, si tienes una marca de ropa deportiva, adem\u00e1s de ofrecer tus productos puedes incluir contenidos sobre ejercicios, rutinas deportivas, mejores lugares para hacer deporte, consejos, etc.<\/p>\n

    2. Segmentaci\u00f3n<\/h3>\n

    No a todo el mundo le gustan las mismas cosas. Por este motivo, lo mejor es crear segmentos de usuarios,<\/strong> ya sea por intereses, por zonas geogr\u00e1ficas o por tem\u00e1ticas y ofrecerles ese contenido que m\u00e1s suelen abrir y hacer clic. Incluso a la hora de suscribirse puedes poner un panel en el que ellos mismos elijan qu\u00e9 contenidos les interesan<\/strong> para adaptarlos posteriormente.<\/p>\n

    3. Crear atracci\u00f3n<\/h3>\n

    Hay que llamar la atenci\u00f3n de los usuarios<\/strong> para que abran tus e-mails. Para ello, podemos mejorar varios elementos:<\/p>\n

      \n
    • Asunto y remitente<\/strong>: personaliza el remitente con el nombre siempre que puedas y trata de poner un asunto llamativo e interesante. Prueba a incluir emojis en tus asuntos para que sean m\u00e1s visuales en la bandeja de correo.<\/li>\n
    • Dise\u00f1o del e-mail<\/strong>: si al abrir un e-mail tiene un dise\u00f1o atractivo y visual, <\/strong>es m\u00e1s probable que el usuario lea el contenido y navegue por \u00e9l.<\/li>\n
    • Im\u00e1genes y carga<\/strong>: es importante que las im\u00e1genes carguen r\u00e1pidamente y sean de calidad, tambi\u00e9n puedes incluir elementos interactivos como gifs.<\/li>\n<\/ul>\n

      Conclusiones<\/h2>\n

      Como ves, si tienes en cuenta estos elementos b\u00e1sicos para crear mayor engagement<\/strong> en tus newsletters, poco a poco ir\u00e1 creciendo esa interacci\u00f3n y fidelidad de los usuarios con tu marca. Eso s\u00ed, el mundo de las newsletters funciona a base de prueba y error, hay que adaptarse a los gustos de los usuarios, <\/strong>especialmente en la frecuencia de los env\u00edos. <\/strong>Por tanto, si consigues encontrar el balance perfecto para tu p\u00fablico, acabar\u00e1s creando newsletters con un gran engagement.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

      En este post te vamos a explicar qu\u00e9 es el engagement en las newsletter y c\u00f3mo mejorarlo, para que puedas incrementarlo en tus campa\u00f1as de email marketing. \u00bfQu\u00e9 es el engagement en marketing digital? El t\u00e9rmino engagement viene del ingl\u00e9s y se traduce literalmente como \u201ccompromiso\u201d. Si aplicamos este significado al marketing digital, podemos decir […]<\/p>\n","protected":false},"author":22,"featured_media":10914,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1633],"tags":[],"class_list":["post-10915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-primeros-pasos"],"yoast_head":"\nC\u00f3mo crear una newsletter con engagement que interese<\/title>\n<meta name=\"description\" content=\"Aprende a crear una newsletter con engagement, es decir, que atraiga y mantenga el inter\u00e9s e interacci\u00f3n de tus suscriptores.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acumbamail.com\/blog\/crear-una-newsletter-con-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta 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