Cómo mejorar la tasa de apertura de mi newsletter

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¿Por qué nadie abre mi boletín informativo? Ya sea para ofrecer contenidos o para promocionar productos lo cierto es que son muchos los portales que han trabajado una base de datos de suscriptores a los que poder enviar newsletters.

Y es que una campaña de email marketing bien diseñada puede ser extremadamente efectiva (¿quién dijo que había muerto?)  a la hora de captar conversiones pero, para ello, es esencial que los receptores de la newsletter la abran dado que, en caso contrario, difícilmente conseguiremos nuestro objetivo. En otras palabras: de poco nos servirá ofrecer e mejor contenido del mundo o las mejores promociones si nadie abre el mensaje.

Por ello, en este artículo vamos a ver cómo mejorar la tasa de apertura de los boletines informativos o newsletters.

mejorar apertura newsletter

El asunto del mensaje, clave en la tasa de apertura

El asunto del mensaje es sin lugar a dudas el gran filtro que determina el éxito (o el fracaso) de la tasa de apertura de los boletines informativos. Dicho de otro modo: asuntos poco atractivos o con los errores que analizaremos a continuación terminan convirtiéndose en auténticos embudos por los que los usuarios no están dispuestos a pasar.

Por ello, y dada su elevada influencia sobre la tasa de apertura, conviene invertir tanto tiempo como sea necesario para garantizar que el asunto sea perfecto. ¿Quieres ver los principales errores que se cometen a la hora de redactar asuntos?

  • No pongas todo en mayúscula… parece que estás gritando al lector
  • No abuses de los símbolos de exclamación o de interrogación (¿¿¿???) dado que da sensación de spam
  • La extensión no debe de ser demasiado larga (en cualquier caso, debe ser inferior a los 60 caracteres o el lector no la leerá)

Levantar la curiosidad  y el interés del usuario con el asunto mejorará la tasa de apertura de la newsletter. Por otro lado, si conseguimos crear sensación de urgencia (“Últimos días para…”, “Últimas plazas para…”) también generaremos interés  e impaciencia en el lector.

Por otro lado, si tu newsletter es puramente comercial también puede funcionar promocionar tu mejor oferta  en el asunto  y utilizarla como gancho (30% de descuento en Cruceros por el Mediterráneo). Eso sí… debe de ser una oferta real para no crear falsas expectativas en los lectores.

Personalizar el envío añadiendo el nombre del receptor (se puede hacer de forma automática) también suele ser muy efectivo.

En cualquier caso serás tú en la etapa de medición propia de cualquier campaña de email marketing el que determinará cuál es la fórmula que mayor tasa de apertura tiene para tu negocio.

Comprueba la validez de los correos electrónicos

Ya sea por error o de forma totalmente deliberada lo cierto es que muchos usuarios dejan información errónea  o falsa. Por ello, conviene revisar y filtrar de forma periódica aquellos correos que descaradamente están mal.

Adapta tu newsletter a los dispositivos móviles

Los usuarios cada vez consultamos más nuestro correo electrónico a través de nuestro Smartphone así que, si tu mensaje no se visualiza correctamente a través de estos dispositivos, no ofrecerá una experiencia de uso tan buena como debiera… lo que sin duda afectará negativamente a la tasa de apertura de futuros comunicados.

No engañes ni vendas humo

Quizás estas técnicas te funcionen una vez para incrementar la tasa de apertura… pero se trata de pan para hoy y de mucha hambre para mañana. Por ello, sé siempre honesto y no crees falsas expectativas en el usuario que no conseguirán otra cosa que generarle frustración.

No compres nunca base de datos de usuarios

Al margen del aspecto legal, se trata de usuarios que jamás se han interesado a priori ni por tu empresa ni por sus  productos…. por lo que utilizar estas bases de datos incidirá muy negativamente en el ratio de apertura de los boletines.

Segmenta tu base de datos de usuario

Este consejo va dirigido a aquellas marcas o plataformas que cuentan con una abultada base de datos. No todos los usuarios tenemos los mismos gustos y preferencias por  lo que invertir tiempo y recursos en segmentar la base de datos puede tener efectos muy positivos en la tasa de apertura de la newsletter  al permitir el envío de comunicados personalizados.

Facilita la opción de darse de baja

Muchos profesionales del marketing digital prefieren colocar la opción de darse de baja en un lugar poco visible (normalmente en la parte inferior del comunicado). Personalmente no digo que haya que colocar esta opción en un punto caliente de la newsletter (ni mucho menos) pero, desde luego, prefiero facilitar la salida aquellos usuarios que así lo desean para quedarme únicamente con aquellos que en verdad están interesados en mis comunicados.

La mejora continua, clave en la tasa de apertura

No en todos los sectores funcionan las mismas técnicas al igual que no todas las horas son igualmente efectivas  a la hora de enviar newsletters.  Por ello, conviene probar diferentes horarios, días, diseños etcétera hasta que encuentres el óptimo para tu negocio.

Del mismo modo, la analítica te permitirá identificar qué está funcionando, qué no lo está haciendo y cómo podemos mejorar.

¿Has tomado nota? Recuerda que en nuestra empresa definimos y ejecutamos tus campañas de email marketing… ¡Contacta con nosotros!

 

Certificados



Blogger por placer, Social Media por diversión y SEO por pasión. Actualmente trabajo como consultor SEO en Adrenalina Internet Group.

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    Totalmente de acuerdo, es muy importante que las empresas vean las formas de mejorar sus newsletters porque es una herramienta muy útil. Desde Mailify (https://es.mailify.com) nos gustaría completar el artículo con los botones call to action y pruebas de envío. Los botones call to action son mucho más efectivos que los clásicos enlaces y llevan al destinatario a acciones concretas que podemos medir y analizar. En pruebas de envío agrupamos tanto una prueba que se manda a uno mismo antes de enviar la campaña de emailing a todos los contactos, como un split test que consiste en enviar dos versiones del correo a una pequeña muestra y ver cuál funciona mejor para mandársela al resto de direcciones.

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      I have been so beredliwed in the past but now it all makes sense!