{"id":14470,"date":"2016-09-27T14:29:59","date_gmt":"2016-09-27T17:29:59","guid":{"rendered":"https:\/\/blog.fromdoppler.com\/?p=14470"},"modified":"2016-09-27T16:04:06","modified_gmt":"2016-09-27T19:04:06","slug":"evento-de-doppler-relay-sobre-email-transaccional","status":"publish","type":"post","link":"https:\/\/www.fromdoppler.com\/blog\/evento-de-doppler-relay-sobre-email-transaccional\/","title":{"rendered":"Ent\u00e9rate de todos los detalles del evento de Doppler Relay"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14484\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/relay.png\" alt=\"Evento de Email Transaccional\" width=\"700\" height=\"300\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/relay.png 700w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/relay-300x129.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/relay-600x257.png 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>\u00bfTe has perdido el fabuloso ciclo de charlas de <a href=\"https:\/\/www.dopplerrelay.com\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=fromdoppler\" target=\"_blank\">Doppler Relay<\/a>? \u00a1Tranquilo! Ent\u00e9rate aqu\u00ed de las mejores conclusiones de este gran evento sobre Email Transaccional \u00a1y ponte al d\u00eda!<\/p>\n<p>El pasado 8 de septiembre tuvo lugar en la ciudad de Buenos Aires un evento en el que los mayores expertos en Email Transaccional debatieron sobre las <strong>mejores pr\u00e1cticas para maximizar el rendimiento de este tipo de Campa\u00f1as<\/strong>.<\/p>\n<p>Contin\u00faa leyendo este post \u00a1y <strong>descubre todos los detalles<\/strong> sobre este incre\u00edble acontecimiento!<\/p>\n<h2>Ponencia inicial: Presente y futuro del Email Transaccional<\/h2>\n<p>La jornada comenz\u00f3 con una charla a cargo de <strong><a href=\"https:\/\/www.linkedin.com\/in\/fedecosentino\/es\" target=\"_blank\">Fede Cosentino<\/a>, Business Manager en <a href=\"https:\/\/www.dopplerrelay.com\/\" target=\"_blank\">Doppler Relay<\/a>, <\/strong>el servicio de Email Transaccional de Doppler.<\/p>\n<p>Entre los conceptos m\u00e1s destacados de su ponencia, enfatiz\u00f3:<\/p>\n<blockquote>\n<p>\u201cEl Email Transaccional no solo nos permite disparar un Email a partir de la acci\u00f3n de un usuario, sino que podemos incorporar alguna acci\u00f3n de Marketing, sin ser intrusivos\u201d.<\/p>\n<\/blockquote>\n<p>En este sentido coment\u00f3 que una buena estrategia es implementar la <strong>regla del 80\/20<\/strong>. Esto es, destinar un 80% de la pieza al objetivo principal y el 20% restante a alguna acci\u00f3n de Marketing, como el <a href=\"http:\/\/www.puromarketing.com\/13\/12324\/utilizar-estrategias-cross-selling.html\" target=\"_blank\">Cross-selling<\/a>.<\/p>\n<p>A su vez, marc\u00f3 las <strong>diferencias entre el Email Marketing y el Email Transaccional<\/strong> y dio algunos ejemplos de usos de esta \u00faltima estrategia:<\/p>\n<ul>\n<li>Welcome Emails.<\/li>\n<li>Emails enviados durante el proceso de una compra.<\/li>\n<li>Archivos adjuntos.<\/li>\n<li>Notificaciones.<\/li>\n<li>Email posteriores al abandono de un carrito en un e-Commerce.<\/li>\n<\/ul>\n<h2>Mesa Debate: 4 miradas diferentes<\/h2>\n<p>A continuaci\u00f3n, <a href=\"https:\/\/www.linkedin.com\/in\/linazubiria\" target=\"_blank\">Lina Zubir\u00eda<\/a>, Gerente General de <a href=\"http:\/\/amdia.org.ar\/site\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=dopplerrelayevent\" target=\"_blank\"><strong>AMDIA<\/strong> <\/a>y moderadora de la mesa debate, dio comienzo a este segmento, protagonizado por <a href=\"https:\/\/www.linkedin.com\/in\/mariano-ferrer-47b46212\/es\" target=\"_blank\">Mariano Ferrer<\/a>, Marketing Manager de <strong><a href=\"https:\/\/www.americanexpress.com\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=dopplerrelayevent\" target=\"_blank\">American Express<\/a><\/strong>; <a href=\"https:\/\/www.linkedin.com\/in\/gonzalo-santander-54942514\/es\" target=\"_blank\">Gonzalo Santander<\/a>, Director de Merchandising &amp; Retail en <strong><a href=\"http:\/\/www.staples.com.ar\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=dopplerrelayevent\" target=\"_blank\">STAPLES Latam<\/a><\/strong>; <a href=\"https:\/\/www.linkedin.com\/in\/gastonbarcia\" target=\"_blank\">Gast\u00f3n Barcia<\/a>, Director en <strong><a href=\"http:\/\/xaga.com\/ar\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=dopplerrelayevent\" target=\"_blank\">Xaga <\/a><\/strong>y <a href=\"https:\/\/www.linkedin.com\/in\/lorenacomino\/es\" target=\"_blank\">Lorena Camino<\/a>, Co-Founder &amp; CEO en <strong><a href=\"https:\/\/www.facturante.com.ar\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=dopplerrelayevent\" target=\"_blank\">Facturante<\/a><\/strong>.<\/p>\n<h3>Primeras conclusiones<\/h3>\n<p>Al comenzar el debate, Lorena asever\u00f3 que para ellos el Email Transaccional es una \u201c<strong>herramienta diferenciadora de peso<\/strong>\u201d, al automatizar los procesos, lograr mayor eficiencia, permitir trackear mejor las acciones, y cumplir, a su vez, con los requerimientos legales.<\/p>\n<p>Adem\u00e1s, agreg\u00f3 que <strong>es una gran herramienta para las empresas emisoras de facturas<\/strong> ya que pueden ver cu\u00e1ndo efectivamente lleg\u00f3 la misma, cuando el Email fue abierto, etc.<\/p>\n<p>Cuando lleg\u00f3 el turno de Mariano, asever\u00f3:<\/p>\n<blockquote>\n<p>\u00abEl valor fuerte tiene que ver con la eficiencia y la experiencia de usuario\u00bb.<\/p>\n<\/blockquote>\n<p>Por su parte, Gast\u00f3n afirm\u00f3 que \u201c<strong>el Email Transaccional es la forma natural en la que evoluciona el di\u00e1logo de la empresa con la persona<\/strong>\u201d.<\/p>\n<p>Aclar\u00f3 esta frase diciendo que actualmente todos nos comunicamos por Email, entonces, naturalmente, las facturas y dem\u00e1s, tambi\u00e9n deben llegar por este medio.<\/p>\n<p>Gonzalo, por su parte especific\u00f3 qu\u00e9 tipo de usos se le pod\u00eda dar a la herramienta, detallando, entre otros, la posibilidad de hacer un mix entre el canal online y offline y, principalmente, <strong>ahorrar costos<\/strong>.<\/p>\n<p>Por ejemplo, si se puede corroborar la fecha y la direcci\u00f3n de entrega de una orden previo a que salga el cami\u00f3n con el pedido, eso <strong>se traduce directamente en un ahorro de costos<\/strong>.<\/p>\n<h3>Un espacio dedicado a la regla 80\/20<\/h3>\n<p>Con respecto a esta propuesta, el debate se volvi\u00f3 realmente muy interesante. Por una parte se plante\u00f3 que <strong>si el contenido es relevante, incluso se puede destinar m\u00e1s espacio que un 20% al Marketing<\/strong>.<\/p>\n<p>Por ejemplo, Gast\u00f3n observ\u00f3 que \u00e9l prefiere aprovechar cada oportunidad de contacto con el cliente para promocionar un producto o vender algo. Por eso, plante\u00f3 que si lo que se ofrece no molesta al cliente, sino que es de su total inter\u00e9s, <strong>no hay que tener miedo a la hora de innovar<\/strong>.<\/p>\n<p>Mariano, al respecto, coment\u00f3 que para \u00e9l \u201c<strong>el protagonista del Email Transaccional es la necesidad puntual que viene a cubrir el Email<\/strong>; por eso prefiero no poner otro mensaje que distraiga esa accionar\u201d.<\/p>\n<p>En general se acord\u00f3 que\u00a0el Email Transaccional no debe restringirse necesariamente a la confirmaci\u00f3n de una contrase\u00f1a o la bienvenida a un nuevo usuario, sino que <strong>es importante apelar a la creatividad para poder innovar, diferenciarse y agregar valor al negocio<\/strong>.<\/p>\n<p>Gast\u00f3n asegur\u00f3 que la mejor creatividad depende de cada negocio, pero es importante <strong>transmitir ideas sencillas, en un mensaje corto y de f\u00e1cil interpretaci\u00f3n.<\/strong><\/p>\n<h3>Los reportes en el Email Transaccional<\/h3>\n<p>M\u00e1s adelante en el debate\u00a0se plante\u00f3 la importancia de poder contar con <strong>reportes para mejorar el desempe\u00f1o de la estrategia<\/strong>. Entre otros de importancia, los participantes comentaron cu\u00e1n \u00fatiles son los reportes de Tasa de Apertura y de desuscripci\u00f3n para medir la relevancia de las comunicaciones.<\/p>\n<p>\u00bfConoces los <strong>nuevos reportes de Doppler Relay<\/strong>? \u00a1Descubre las novedades!\u00a0Adem\u00e1s de <a href=\"https:\/\/www.fromdoppler.com\/blog\/conoce-doppler-relay-nuestro-nuevo-servicio-de-email-transaccional\/\" target=\"_blank\">los que ya conoc\u00edas<\/a>, se han sumado otros como los\u00a0<strong>Emails enviados y<\/strong>\u00a0<strong>los\u00a0entregados,\u00a0tasa de entregabilidad<\/strong>, la <strong><a href=\"https:\/\/help.fromdoppler.com\/es\/aperturas-y-clics-por-dia\/\" target=\"_blank\">tasa de apertura<\/a>, <a href=\"https:\/\/help.fromdoppler.com\/es\/click-through-rate\/\" target=\"_blank\">CTR<\/a>, promedio de aperturas diarias y promedio de clicks diarios<\/strong>. As\u00ed, \u00a1podr\u00e1s asegurar el \u00e9xito de tus siguientes Campa\u00f1as!<\/p>\n<h2>Razones para usar Email Transaccional<\/h2>\n<p>Otro momento destacado del evento fue cuando Lina pidi\u00f3 a los participantes que comenten los <strong>beneficios que les ha tra\u00eddo incorporar esta estrategia a su plan digital<\/strong>. \u00bfQuieres saber cu\u00e1les son?<\/p>\n<p>Entre otros, destacaron la posibilidad de:<\/p>\n<ul>\n<li>Bajar los costos.<\/li>\n<li>Incrementar las ventas.<\/li>\n<li>Mejorar el v\u00ednculo con los clientes.<\/li>\n<li>Automatizar procesos.<\/li>\n<li>Ganar un diferencial frente a la competencia.<\/li>\n<li>Mejorar las m\u00e9tricas del negocio.<\/li>\n<\/ul>\n<p>Finalmente, tom\u00f3 la palabra Lina para concluir que las nuevas herramientas siempre deben ser un aporte para el negocio y, en base a todo lo dicho durante el debate, <strong><a href=\"https:\/\/www.fromdoppler.com\/blog\/10-claves-para-triunfar-en-el-mundo-del-email-transaccional\/\" target=\"_blank\">el Email Transaccional<\/a> lo hace<\/strong>.<\/p>\n<h2>Fin del evento<\/h2>\n<p>As\u00ed concluy\u00f3 una jornada super interesante, donde <a href=\"https:\/\/www.dopplerrelay.com\/\" target=\"_blank\">Doppler Relay<\/a> dio la oportunidad a todos de escuchar un debate entre l<strong>as voces m\u00e1s destacadas en la materia<\/strong>. \u00a1Ha sido realmente un lujo!<\/p>\n<p>Si quieres <strong>ver el video<\/strong> para no perderte ning\u00fan detalle, accede a <a href=\"https:\/\/www.youtube.com\/watch?v=XJjSHLdlcoE\" target=\"_blank\">este link<\/a> \u00a1y disfruta t\u00fa tambi\u00e9n de este fabuloso acontecimiento!<\/p>\n<p>\u00bfQuieres conocer m\u00e1s sobre <a href=\"https:\/\/www.dopplerrelay.com\/\" target=\"_blank\">Doppler Relay<\/a>? \u00a1<strong>Solicita ahora una <a href=\"https:\/\/www.dopplerrelay.com\/\" target=\"_blank\">demo gratuita<\/a><\/strong>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfTe has perdido el fabuloso ciclo de charlas de Doppler Relay? \u00a1Tranquilo! Ent\u00e9rate aqu\u00ed de las mejores conclusiones de este gran evento sobre Email Transaccional \u00a1y ponte al d\u00eda! El pasado 8 de septiembre tuvo lugar en la ciudad de Buenos Aires un evento en el que los mayores expertos en Email Transaccional debatieron sobre [&hellip;]<\/p>\n","protected":false},"author":74,"featured_media":14486,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1227],"tags":[1314,1194,1037,1304,1313],"class_list":["post-14470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-transaccional","tag-ciclo-de-charlas","tag-doppler-relay","tag-email-transaccional","tag-evento","tag-mesa-debate"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pas\u00f3 el evento de Doppler Relay: \u00a1Enterate d etodos los detalles!<\/title>\n<meta name=\"description\" content=\"Descubre lo ocurrido en el evento de 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