Online Marketing Day 2011 #onlinemktday - Presentacion por Julian M Drault (emBlue email marketing)
Presentación Julián Drault, Director de emBlue - Online Marketing Day 2014
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Transcript of Presentación Julián Drault, Director de emBlue - Online Marketing Day 2014
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Julian M Drault!@jdrault
EMAIL MARKETING
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más alla del%
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ESP!EMAIL SERVICE PROVIDER
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# emails abiertos!----------------------------------------------------!# emails enviados - # emails rebotados
OPEN RATE =
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# emails clickeados!----------------------------------------------------!# emails enviados - # emails rebotados
CLICK RATE =
CONTENIDO y/o CALL 2 ACTION
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segmentación y construcción de perfiles!en base a HISTORIAL DE ACTIVIDAD e INTERES
!
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# desuscriptos!--------------------------------------!
# desuscriptos + # quejasRETENTION RATE =
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# desuscriptos + # quejas + # denuncias + # traphits
STINK INDICATOR
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HASTA EL CLICK!++++++++++++++++++++++++++++++++++++++++++++!
A PARTIR DEL CLICK
email Marketing
Landing Pages & Goals
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LINK TAGGING
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# email campaign visits w/ single PageView!---------------------------------------------------------!
# email campaign visits
LANDING!BOUNCE RATE =
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Qué aporta un ESP?
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#1!#2!#3!#4!#5!#6!#7!#8!#9!
#10!#11!#12
Herramienta de medición!Orientada a CRM - individualizar cada persona y sus intereses!PROBAR (A/B/C)!Plantillas comprobadas!Normativas anti-forgery (DKIM - SPF)!Desagregar gdes vols de envíos en peq. porciones!Fback Loops!H&Fs: Suscripción, Desuscripción, Denuncia, Redes, etc!Integración con Redes Sociales!Limpieza de BBCC post actividad negativa (QUARENTINE)!Categorización de contactos (Suscriptos, Denunciantes, ...)!etc, etc.
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Qué debe aportar un cliente?
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#1!#2!#3!#4!#5!#6!#7!#8!#9!
#10!#11!#12
No ocultar la identidad (DMARC)!Honrar gente que se SUSCRIBE (PERMISSION BASED)!Separar segmentos x INTERES y ACTIVIDAD!Frecuencia IMPACTA en resultado!Si no piensa en MOBILE está frito!Asociar INTERES a cada LINK!Mantener actualizada BBDD (item + preciado)!Confección de ASUNTOS "anti-spam"!Test previo al envío!No pedirle al EMAIL que reemplace a un BANNER!Una campaña NO es un único envío!etc, etc.
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gracias !
Julian M Drault!@jdrault