{"id":10592,"date":"2014-07-22T14:24:48","date_gmt":"2014-07-22T17:24:48","guid":{"rendered":"https:\/\/blog.fromdoppler.com\/?p=10592"},"modified":"2014-07-22T22:45:57","modified_gmt":"2014-07-23T01:45:57","slug":"la-importancia-del-email-en-una-estrategia-de-inbound-marketing","status":"publish","type":"post","link":"https:\/\/www.fromdoppler.com\/blog\/la-importancia-del-email-en-una-estrategia-de-inbound-marketing\/","title":{"rendered":"La importancia del Email en una estrategia de Inbound Marketing"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10595\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/inboundemail.png\" alt=\"inbound emailmarketing\" width=\"700\" height=\"300\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/inboundemail.png 700w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/inboundemail-300x128.png 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Las <a title=\"Campa\u00f1as de Email\" href=\"http:\/\/fromdoppler.com\/\" target=\"_blank\">Campa\u00f1as de Email<\/a> son un elemento clave en una estrategia de <a title=\"inbound marketing\" href=\"http:\/\/es.wikipedia.org\/wiki\/Marketing_de_atracci%C3%B3n\" target=\"_blank\">Inbound Marketing<\/a>. \u00c9stas cumplen un papel fundamental en el proceso de compra. \u00bfSabes por qu\u00e9 raz\u00f3n? \u00a1Desc\u00fabrelo!<\/p>\n<p>En cualquier estrategia\u00a0de<strong> captaci\u00f3n y fidelizaci\u00f3n de clientes online<\/strong>, el correo electr\u00f3nico es considerado como una herramienta a tener en cuenta por su eficacia y su <strong>costo relativamente bajo<\/strong>.<\/p>\n<h2>\u00bfQu\u00e9 es el Inbound Marketing?<\/h2>\n<p>\u00a1Empecemos por el principio! Antes que nada, quisieramos definir qu\u00e9 es el Inbound Marketing \u00a0para que puedas situarte y comprender la importancia de las <strong>Campa\u00f1as de Email<\/strong> en dicho contexto.<\/p>\n<p>El <a title=\"Inbound Marketing\" href=\"https:\/\/www.fromdoppler.com\/blog\/inbound-marketing-la-evolucion-del-marketing-online\/\" target=\"_blank\">Inbound Marketing<\/a> es lo que se conoce como<strong> Marketing de atracci\u00f3n o 2.0<\/strong> y consiste en un conjunto de t\u00e9cnicas de Marketing Online que tienen el fin de\u00a0<strong>atraer y fidelizar a consumidores potenciales,\u00a0<\/strong>tambi\u00e9n llamados <a title=\"buyer personas\" href=\"http:\/\/www.marketingenredes.com\/inbound-marketing-2\/que-son-los-buyer-personas.html?utm_source=Doppler&amp;utm_medium=Articulos&amp;utm_campaign=GuestBlogging\" target=\"_blank\">buyer personas<\/a>,\u00a0a trav\u00e9s de entornos digitales y sin la necesidad de grandes inversiones econ\u00f3micas.<\/p>\n<p>En este sentido, la <strong>diferencia entre Inbound Marketing y Outbound Marketing<\/strong>\u00a0se vuelve muy clara. \u00bfNo sabes por qu\u00e9? Descubre m\u00e1s sobre el asunto en <a title=\"outbound marketing\" href=\"http:\/\/www.marketingenredes.com\/inbound-marketing-2\/comparativa-inbound-marketing-vs-outbound-marketing.html?utm_source=Doppler&amp;utm_medium=Articulos&amp;utm_campaign=GuestBlogging\" target=\"_blank\">este post<\/a>.<\/p>\n<h2>Ubicaci\u00f3n del Email Marketing en la estrategia Inbound<\/h2>\n<p>Cuando realizamos <a title=\"Inbound Marketing\" href=\"http:\/\/fromdoppler.com\/resources.html?resources=5%20\" target=\"_blank\">Inbound Marketing<\/a>, lo que pretendemos es estar <strong>presentes en todo el ciclo\u00a0de compra<\/strong> que puede realizar uno de nuestros consumidores potenciales. En dicho contexto, el email puede ser de mucha utilidad en cualquiera de las<strong> dos grandes fases<\/strong> que forman parte de este proceso.<\/p>\n<h3>Fase Educacional<\/h3>\n<p>Esta se origina en los <strong>momentos iniciales del <a href=\"http:\/\/es.wikipedia.org\/wiki\/Embudo_de_ventas\" target=\"_blank\">embudo de compra<\/a><\/strong>, cuando nuestro consumidor potencial todav\u00eda no ha mostrado un inter\u00e9s especial en comprar un producto o contratar un servicio, sino que solamente <strong>est\u00e1 buscando informaci\u00f3n sobre una tem\u00e1tica<\/strong>.<\/p>\n<p>Cuando captamos un <a title=\"lead\" href=\"http:\/\/www.marketingenredes.com\/inbound-marketing-2\/que-es-un-lead.html?utm_source=Doppler&amp;utm_medium=Articulos&amp;utm_campaign=GuestBlogging%20\" target=\"_blank\">lead<\/a> en esta per\u00edodo, por ejemplo, podemos utilizar el <a title=\"Email Marketing\" href=\"https:\/\/www.fromdoppler.com\/blog\/las-4-e-del-email-marketing\/\" target=\"_blank\">Email Marketing<\/a> para <strong>incentivarlo a que se suscriba<\/strong> a nuestro <a title=\"newsletter\" href=\"http:\/\/fromdoppler.com\/\" target=\"_blank\">newsletter<\/a>. \u00a0A partir de all\u00ed, podremos<strong> establecer una relaci\u00f3n duradera y estrecha<\/strong> con dicha persona.<\/p>\n<p>En este sentido, el email se rige como una herramienta interesante para <strong>entablar una comunicaci\u00f3n frecuente<\/strong> con nuestros consumidores potenciales, respondiendo dudas y consultas e incluso ofreci\u00e9ndoles <strong>materiales y contenidos<\/strong> que pueden llegar a\u00a0interesarles.<\/p>\n<h3>Fase Transaccional<\/h3>\n<p>Este per\u00edodo comienza en el momento en que un<strong> consumidor ya ha avanzado<\/strong> dentro del embudo y se encuentra en el punto en que <strong>ya podr\u00eda comprar un producto o un servicio<\/strong> que ofrecemos.<\/p>\n<p>En este caso, el email nos puede ser de gran utilidad si lo planteamos como forma de comunicaci\u00f3n transaccional, que consiste a grandes rasgos en <strong>enviar mensajes con objetivos promocionales<\/strong>.<\/p>\n<p>Por ejemplo, puedes enviar una <a title=\"Email Marketing Doppler\" href=\"https:\/\/app.fromdoppler.com\/signup?lang=es\" target=\"_blank\">pieza de Email Marketing<\/a> con una oferta concreta o bien con <strong>una oferta junto con las virtudes de un nuevo producto<\/strong> de tu cartera. De esta manera, ofreces a tus prospectos un <strong>valor agregado<\/strong>.<\/p>\n<h2>Email Marketing Educacional vs Transaccional<\/h2>\n<p>A continuaci\u00f3n, puedes observar las <strong>diferencias<\/strong> que hay entre un email planteado con <strong>objetivos educacionales<\/strong> y otro con una <strong>finalidad transaccional<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10594\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/cuadrodobleentrada.png\" alt=\"inbound marketing\" width=\"700\" height=\"300\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/cuadrodobleentrada.png 700w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/cuadrodobleentrada-300x128.png 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>\u00a1A Practicar!<\/h3>\n<p>Espero que este art\u00edculo te haya sido \u00fatil para planificar tus pr\u00f3ximas acciones. <strong>\u00bfTienes comentarios o sugerencias?<\/strong> No dudes en dejar tu mensaje en la secci\u00f3n de comentarios. \u00a1Hasta la pr\u00f3xima!<\/p>\n<p><a title=\"crear cuenta en doppler\" href=\"https:\/\/app.fromdoppler.com\/signup?lang=es\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10177\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/crearcuenta1.png\" alt=\"crear cuenta\" width=\"700\" height=\"300\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/crearcuenta1.png 700w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/crearcuenta1-300x128.png 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las Campa\u00f1as de Email son un elemento clave en una estrategia de Inbound Marketing. \u00c9stas cumplen un papel fundamental en el proceso de compra. \u00bfSabes por qu\u00e9 raz\u00f3n? \u00a1Desc\u00fabrelo! En cualquier estrategia\u00a0de captaci\u00f3n y fidelizaci\u00f3n de clientes online, el correo electr\u00f3nico es considerado como una herramienta a tener en cuenta por su eficacia y su [&hellip;]<\/p>\n","protected":false},"author":45,"featured_media":10597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[730,385,711,9],"tags":[883,44,1158,882],"class_list":["post-10592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-email-marketing-mobile","category-inbound-marketing","category-marketing","tag-campana-de-email","tag-email-marketing","tag-inbound-marketing","tag-marketing-de-atraccion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inbound Marketing + Email Marketing<\/title>\n<meta name=\"description\" content=\"\u00bfSab\u00edas cu\u00e1l es la importancia de las Campa\u00f1as de Email para el Marketing de atracci\u00f3n? 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