El marketing digital cuenta con una herramienta efectiva que permite a los negocios captar y fidelizar a los clientes: el newsletter. Esta es una opción directa, personalizable y segura de compartir información de valor con potenciales clientes.

El newsletter no es más que un boletín digital que es enviado a los correos electrónicos. Suelen remitirse  con una periodicidad establecida (diaria, semanal, mensual o quincenal), donde se comparten artículos de interés y/o publicidad. Para recibirlo, la persona debe estar registrada en una base de datos, con un correo.

Esta opción se ha convertido en uno de los puntos principales para desarrollar una estrategia para posicionar una marca en el entorno digital, ya que la gran mayoría de personas revisan su correo varias veces al día. Además de fidelizar, se obtiene tráfico a la web.

Al ser por suscripción, serán usuarios interesados en conocer las informaciones que la empresa envía a través del newsletter. Por esta razón, algunos estrategas sugieren compartirles descuentos exclusivos, para que se mantengan al tanto de estos correos.

Una gran ventaja es que no se necesita hacer una gran inversión para iniciar, ya que existen aplicaciones que permiten enviar contenido a un máximo de 2,000 suscriptores de forma gratuita, dando oportunidad a pequeñas empresas de comenzar a posicionarse sin tener que gastar grandes cantidades de dinero.

También ayudan a segmentar el contenido y el público, por edades, sexo y ubicación, ya que al hacer la base de datos se pueden especificar estas informaciones. De esta manera, si se hace una división, el contenido llegará a quien realmente le puede interesar.

El formulario para suscripción al newsletter debe estar visible en el portal. Se puede colocar una llamada a la acción o un bloque emergente. Es recomendable que sea breve y que se le explique las ventajas de suscribirse.

Usa las redes para captar correos

No siempre quienes te siguen en las redes sociales visitan tu blog o página web. Por eso debes desarrollar una estrategia que promocione este contenido en la plataforma en la que estén presentes la mayor cantidad de seguidores interesados en tu tema.

Puedes elaborar una publicación para cada día en el que vayas a enviar el newsletter, donde reveles un poco del contenido que estará disponibles en el correo electrónico. Además de ganar un nuevo suscriptor, tendrás una nueva visita a tu portal.

¿Qué puedes compartir?

Con un diseño atractivo y que vaya con la línea editorial de tu marca puedes enviar noticias relacionadas a tu negocio. Por ejemplo, un nuevo evento que se llevará a cabo o que han ganado un premio.

Asimismo, artículos que expliquen un tema en el que se especialice tu proyecto. Si eres un diseñador de joyas, puedes escribir sobre el cuidado de estas o cómo combinarla con la ropa de moda.

Con las promociones y/o concursos puedes dar a conocer las ofertas que tendrás en un mes por un tema específico. Algo que deben tener en cuenta, es que siempre vaya con la marca, porque se suscribieron por eso.

¿Cómo hacerlo interesante?

Ten en cuenta que es un correo lo que van a recibir, por eso debes hacer que el asunto sea interesante y que incentive a que lo abran. Trata que la visualización de la información sea atractiva, pues un contenido bien organizado hará que la lectura sea más fácil y rápida.

Has que sea personalizado. Sí, esto es posible. En el formulario pide nombre, apellido y género de esta forma podrás crear un texto con los datos exacto del titular de la dirección electrónica.

Evita que sea un periódico. No puedes enviar el artículo completo. Con un párrafo que explique de qué se trata es suficiente, ya que recuerda que debes generar tráfico a tu página.  Puedes incluir contenido promocional, pero que no sea en exceso porque no se han inscrito solo para recibir publicidad.

Herramientas para elaborar y enviar newsletter

Se han desarrollado aplicaciones que permiten elaborar y enviar los newsletter sin y tener que auxiliarse de otras. La mayoría cuenta con un límite de envío gratuito, pero para iniciar un proyecto están perfectas.

Mailchimp: es una de las más utilizadas. Cuenta con 2,000 suscriptores gratuitos. Además, se puede configurar un plugin en WordPress que recopilará los correos de quienes se inscriban luego de visitar el portal. También ofrece informes detallados de los envíos y de las campañas, donde se muestran quienes abrieron el correo y los que se dieron de baja.

Con 5,000 envíos gratis está MDirector, otra herramienta que cuenta con plantillas prediseñadas para elaborar los boletines de forma rápida y sencilla. Luego de cumplir el límite de envíos se debe pagar.

Otra opción es Mailrelay que también permite configurar las plantillas con código HTML. Esta aplicación es una de las que más envíos permiten, unos 15,000 al mes o 3,000 suscriptores.

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