{"id":13988,"date":"2020-02-03T08:08:00","date_gmt":"2020-02-03T07:08:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=13988"},"modified":"2020-02-02T20:24:33","modified_gmt":"2020-02-02T19:24:33","slug":"contenidos-preparar-un-emailing-lleva-tiempo-pero-su-retorno-lo-compensa","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2020\/02\/03\/contenidos-preparar-un-emailing-lleva-tiempo-pero-su-retorno-lo-compensa\/","title":{"rendered":"[Contenidos] Preparar un emailing lleva tiempo, pero su retorno lo compensa"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/07\/01\/contenidos-como-combinar-email-marketing-y-content-marketing\/\">El email marketing se lleva muy bien con el marketing de contenidos<\/a>, especialmente si se usa en la automatizaci\u00f3n como puede ser para lead nurturing. Claro que preparar una newsletter lleva tiempo, pero compensa si despu\u00e9s es el formato que mejor retorno nos ofrece en B2B. Los datos lo confirman.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Estad\u00edsticas sobre planificaci\u00f3n y redacci\u00f3n de newsletters<\/h2>\n\n\n\n<p>En el informe \u00ab<a href=\"https:\/\/litmus.com\/ebooks\/state-of-email-workflows\">2019 State of Email Workflows<\/a>\u00bb de Litmus (descarga a cambio del correo), hay datos muy interesantes sobre la organizaci\u00f3n de las empresas como que el 53% necesita 2 semanas o m\u00e1s para crear un email o, lo que es lo mismo, el 47% lo prepara en menos de 2 semanas. Influyen muchas variables en ese c\u00e1lculo, pero lo m\u00e1s interesante es c\u00f3mo se distribuye ese tiempo. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/litmus.com\/ebooks\/state-of-email-workflows\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"643\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/email19-litmus.png\" alt=\"\" class=\"wp-image-13993\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/email19-litmus.png 800w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/email19-litmus-300x241.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/email19-litmus-768x617.png 768w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/email19-litmus-435x350.png 435w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/email19-litmus-150x121.png 150w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><figcaption>Informe \u00ab<a href=\"https:\/\/litmus.com\/ebooks\/state-of-email-workflows\">2019 State of Email Workflows<\/a>\u00bb de Litmus.<\/figcaption><\/figure><\/div>\n\n\n\n<p>F\u00edjate en las medias: <strong>3,61h a la planificaci\u00f3n y 3,37h a la redacci\u00f3n<\/strong>. Y un par de detalles m\u00e1s: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>El 58% utiliza un <strong>calendario editorial<\/strong> anual, la mayor\u00eda acaban planificando el contenido con un mes de antelaci\u00f3n y el 42% consigue la aprobaci\u00f3n el d\u00eda antes. Por cierto, las herramientas m\u00e1s utilizadas como <a href=\"https:\/\/www.marketingdecontenidos.es\/plantillas\/calendario-editorial\/\">calendario son Google<\/a> u Office.<\/li><li>El 42% dedica entre 1 y 2h para el <strong>copywriting del email<\/strong>. Quiz\u00e1 sea porque el 34% no utiliza ning\u00fan tipo de <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/04\/01\/contenidos-briefing-de-redaccion-que-ha-de-saber-un-redactor-freelance-antes-de-escribir-una-sola-palabra\/\">briefing<\/a>, pero no creo que sea porque el 37% no hace tests A\/B de las campa\u00f1as.<\/li><li>El 66% tiene Manual de identidad corporativa para el email. El <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2018\/07\/09\/contenidos-departamentos-de-los-profesionales-de-marketing-y-comunicacion\/\">departamento de marketing<\/a> es el responsable de los env\u00edos en el 94% de los casos, aunque solo el 21% tiene 1 o 2 personas para validarlos.<\/li><\/ul>\n\n\n\n<p>El \u00faltimo dato a tener en cuenta del informe es la <strong>medici\u00f3n<\/strong>: el 99% miden las aperturas y los clicks, obvio, pero el porcentaje baja al 78% para la conversi\u00f3n, hasta el 47% para el retorno de la inversi\u00f3n, al 39% para el valor del suscriptor (value per subscriber) y al 28% para su valor en el tiempo (subscriber lifetime value).<\/p>\n\n\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F02%2F03%2Fcontenidos-preparar-un-emailing-lleva-tiempo-pero-su-retorno-lo-compensa%2F&#038;text=El%2042%25%20dedica%20entre%201%20y%202h%20al%20%23copywriting%20de%20sus%20campa%C3%B1as%20de%20%23emailmarketing%2C%20seg%C3%BAn%20los%20datos%20de%20%40litmusapp&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">El 42% dedica entre 1 y 2h al #copywriting de sus campa\u00f1as de #emailmarketing, seg\u00fan los datos de @litmusapp <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F02%2F03%2Fcontenidos-preparar-un-emailing-lleva-tiempo-pero-su-retorno-lo-compensa%2F&#038;text=El%2042%25%20dedica%20entre%201%20y%202h%20al%20%23copywriting%20de%20sus%20campa%C3%B1as%20de%20%23emailmarketing%2C%20seg%C3%BAn%20los%20datos%20de%20%40litmusapp&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Compartir en X<\/a><\/span>\n\n\n<h2 class=\"wp-block-heading\">Estad\u00edsticas de retorno de la inversi\u00f3n del email marketing<\/h2>\n\n\n\n<p>Hay otros datos que se centran en el ROI: los de la \u00ab<a href=\"https:\/\/www.chiefmarketer.com\/infographic-five-insights-from-the-2020-chief-marketer-b2b-marketing-outlook\/\">2020 Chief Marketer B2B Marketing Outlook Survey<\/a>\u00bb (a los que llegu\u00e9 gracias a <a href=\"https:\/\/www.linkedin.com\/posts\/africatierro_empresas-marketingb2b-activity-6620689172879425536-ZMHL\">\u00c1frica<\/a>). En la <a href=\"https:\/\/www.chiefmarketer.com\/wp-content\/uploads\/2020\/01\/2020-b2b-infographic-finalv4.pdf\">infograf\u00eda resumen<\/a>, el email y el marketing de contenidos tienen su particular pelea:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>El 50% de los encuestados apuestan por <strong>el email como la v\u00eda m\u00e1s rentable<\/strong>. El marketing de contenidos se queda en 3\u00aa posici\u00f3n con el 34%, lo cual tampoco es nada malo.<\/li><li>El 64% dice que <strong>el email es lo mejor para madurar los leads<\/strong>, seguido de cerca por el content marketing con el 59%.<\/li><\/ul>\n\n\n\n<p>Para madurar los leads, es decir, hacerlos avanzar por el embudo de ventas, <strong>los contenidos m\u00e1s utilizados son art\u00edculos y posts<\/strong>. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.chiefmarketer.com\/wp-content\/uploads\/2020\/01\/2020-b2b-infographic-finalv4.pdf\"><img loading=\"lazy\" decoding=\"async\" width=\"923\" height=\"601\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/chiefmarkerter-email20.png\" alt=\"\" class=\"wp-image-14001\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/chiefmarkerter-email20.png 923w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/chiefmarkerter-email20-300x195.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/chiefmarkerter-email20-768x500.png 768w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/chiefmarkerter-email20-538x350.png 538w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/02\/chiefmarkerter-email20-150x98.png 150w\" sizes=\"auto, (max-width: 923px) 100vw, 923px\" \/><\/a><\/figure><\/div>\n\n\n\n<p>Como era de esperar al ser empresas B2B, LinkedIn es el canal donde m\u00e1s leads se encuentran y, tambi\u00e9n previsible viendo las tendencias de los \u00faltimos a\u00f1os, <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2020\/01\/13\/contenidos-detras-de-la-camara-lo-que-no-se-ve-en-un-video\/\">el v\u00eddeo es formato estrella<\/a>. <\/p>\n\n\n\n<p>Acabo con el dato que m\u00e1s me ha llamado la atenci\u00f3n: el 36% dice que su reto en social media es <strong>tener suficiente contenido<\/strong>.<\/p>\n\n\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F02%2F03%2Fcontenidos-preparar-un-emailing-lleva-tiempo-pero-su-retorno-lo-compensa%2F&#038;text=%C2%BFEs%20m%C3%A1s%20rentable%20el%20%23emailmarketing%20o%20el%20%23marketingdecontenidos%3F&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">\u00bfEs m\u00e1s rentable el #emailmarketing o el #marketingdecontenidos? <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F02%2F03%2Fcontenidos-preparar-un-emailing-lleva-tiempo-pero-su-retorno-lo-compensa%2F&#038;text=%C2%BFEs%20m%C3%A1s%20rentable%20el%20%23emailmarketing%20o%20el%20%23marketingdecontenidos%3F&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Compartir en X<\/a><\/span>","protected":false},"excerpt":{"rendered":"<p>El email marketing se lleva muy bien con el marketing de contenidos, especialmente si se usa en la automatizaci\u00f3n como puede ser para lead nurturing. Claro que preparar una newsletter lleva tiempo, pero compensa si despu\u00e9s es el formato que mejor retorno nos ofrece en B2B. Los datos lo confirman. Estad\u00edsticas sobre planificaci\u00f3n y redacci\u00f3n [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[499,412],"tags":[453,501,451,552,502],"class_list":["post-13988","post","type-post","status-publish","format-standard","hentry","category-branded-storytelling-transmedia","category-redaccion-de-contenidos","tag-calendario-editorial","tag-email-marketing","tag-inbound-marketing","tag-plan-de-contenidos","tag-roi"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/13988","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=13988"}],"version-history":[{"count":13,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/13988\/revisions"}],"predecessor-version":[{"id":14008,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/13988\/revisions\/14008"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=13988"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=13988"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=13988"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}