{"id":19137,"date":"2021-06-22T10:18:03","date_gmt":"2021-06-22T08:18:03","guid":{"rendered":"https:\/\/dostavljalec.emlsend.com\/blog\/?p=19137"},"modified":"2022-08-07T11:15:17","modified_gmt":"2022-08-07T09:15:17","slug":"permission-marketing-email-marketing","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/permission-marketing-email-marketing\/","title":{"rendered":"Permission marketing o marketing del permiso en email marketing"},"content":{"rendered":"<p>El t\u00e9rmino <strong>permission marketing<\/strong> se acu\u00f1\u00f3 a finales de los a\u00f1os 90 del siglo pasado, pero ha sido a ra\u00edz de la entrada en vigor del <a href=\"https:\/\/acumbamail.com\/gdpr\/\">Reglamento General de Protecci\u00f3n de Datos (RGPD)<\/a> a nivel europeo cuando ha alcanzado su m\u00e1xima popularidad. Ahora, tener el permiso del consumidor para enviarle publicidad por email ya no es algo optativo sino una aut\u00e9ntica obligaci\u00f3n.<\/p>\n\n<h2>Qu\u00e9 es el permission marketing o marketing del permiso<\/h2>\n<p>Entender qu\u00e9 es el marketing de permiso no es complicado, pero se entiende mejor repasando un poco la historia del <a href=\"https:\/\/acumbamail.com\/email-marketing\/\">email marketing<\/a>.<\/p>\n<h3>Antes del permission marketing<\/h3>\n<p>A principios de los 2000 las empresas practicaban mucho lo que se puede considerar <strong>marketing <\/strong><strong>por correo electr\u00f3nico a puerta fr\u00eda<\/strong>, enviando correos con publicidad a todo tipo de destinatarios sin que se hubiera producido un primer contacto entre la marca y el consumidor. Esto acab\u00f3 generando un hartazgo generalizado entre los internautas, que estaban <strong>cansados de encontrarse su bandeja de entrada llena de <\/strong><strong>spam<\/strong>.<\/p>\n<p>Se demostr\u00f3 que <strong>este email marketing no era efectivo<\/strong>, porque la mayor\u00eda de los destinatarios de los mensajes no abr\u00edan los correos. Por tanto, hubo que cambiar de estrategia.<\/p>\n<h3>Los or\u00edgenes del permission marketing<\/h3>\n<p>Se recurri\u00f3 entonces al permission marketing, que hab\u00eda nacido unos a\u00f1os antes y se centraba en enviar <strong>comunicaciones publicitarias<\/strong> \u00fanicamente a aquellos consumidores que <strong>hubieran dado su consentimiento<\/strong> para recibirlas. El resultado: el email marketing comenz\u00f3 a ser mucho m\u00e1s efectivo, porque las campa\u00f1as llegaban a personas que de verdad estaban interesadas en el producto o servicio ofrecido por la marca.<\/p>\n<p>En definitiva, el marketing de permiso es mantener una comunicaci\u00f3n comercial \u00fanicamente con aquellos consumidores que han dado su consentimiento para ello.<\/p>\n<h2>3 ejemplos de permission marketing para el email marketing<\/h2>\n<p><strong>Son muchas las empresas y profesionales que utilizan el marketing a trav\u00e9s de correo electr\u00f3nico para <a href=\"https:\/\/acumbamail.com\/blog\/captar-clientes-email-marketing\/\">convertir los leads en ventas<\/a><\/strong>. Pero primero hay que conseguir el lead y que el usuario d\u00e9 su permiso para recibir publicidad, para ello pueden usarse f\u00f3rmulas similares a estas:<\/p>\n<ol>\n<li>Ap\u00fantate para recibir por correo todas las novedades y nuestros descuentos exclusivos.<\/li>\n<li>\u00bfQuieres estar al tanto de todas las novedades? \u00a1Suscr\u00edbete a nuestro bolet\u00edn!<\/li>\n<li>\u00danete a nuestra comunidad, no te pierdas ninguna de nuestras ofertas.<\/li>\n<\/ol>\n<p>Cualquiera de estas f\u00f3rmulas<strong> le deja claro al usuario que si otorga su consentimiento va a recibir publicidad<\/strong> en su correo electr\u00f3nico. No obstante, cuando aporta sus datos y va a enviarlos, se le muestra informaci\u00f3n sobre c\u00f3mo van a tratarse y los derechos que le asisten con respecto a los mismos.<\/p>\n<p>Si quieres saber c\u00f3mo adoptar una estrategia de email marketing conforme a la normativa paso a paso, no dejes de consultar <a href=\"https:\/\/acumbamail.com\/blog\/email-marketing-paso-a-paso-la-guia-definitiva\/\">nuestra gu\u00eda completa de email marketing<\/a>.<\/p>\n<h2>El permission marketing en la era RGPD<\/h2>\n<p>Seguro que los ejemplos de marketing de permiso que hemos visto te resultan familiares, porque la f\u00f3rmula que usan las diferentes webs es muy similar.<\/p>\n<p>Si ahora te encuentras con mensajes de este estilo en todo tipo de p\u00e1ginas no es por casualidad o porque est\u00e9 de moda, es porque<a href=\"https:\/\/acumbamail.com\/blog\/que-es-gdpr-o-rgpd-y-como-afecta-email-marketing\/\"><strong> lo exige el RGPD<\/strong><\/a>. Desde que esta norma entr\u00f3 en vigor en 2018, toda aquella empresa o profesional que quiera enviar publicidad a trav\u00e9s de correo electr\u00f3nico debe recabar el<strong> consentimiento expreso<\/strong> de los consumidores si estos son ciudadanos de la Uni\u00f3n Europea.<\/p>\n<p>El email marketing a puerta fr\u00eda ha pasado a la historia, porque es importante proteger los datos personales. Incumplir el RGPD y la normativa estatal sobre protecci\u00f3n de datos, obviando el permission marketing, puede dar lugar a una importante sanci\u00f3n para el webmaster.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El t\u00e9rmino permission marketing se acu\u00f1\u00f3 a finales de los a\u00f1os 90 del siglo pasado, pero ha sido a ra\u00edz de la entrada en vigor del Reglamento General de Protecci\u00f3n de Datos (RGPD) a nivel europeo cuando ha alcanzado su m\u00e1xima popularidad. Ahora, tener el permiso del consumidor para enviarle publicidad por email ya no [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":19136,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1499],"tags":[],"class_list":["post-19137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-legislacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Permission marketing o marketing del permiso en email marketing<\/title>\n<meta name=\"description\" content=\"Se habla mucho del mail marketing dentro del permission marketing o marketing del permiso, pero \u00bfqu\u00e9 implica exactamente?\" \/>\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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