Predecir los intereses del cliente, esa es la consigna

Saber quién es y qué quiere la persona que recibe nuestros correos electrónicos. Esa fue, simple y a la vez compleja de resolver, una de las premisas troncales del Email Summit  que organizó amdia en Bs As. El evento contó con la exposición de 6 casos de empresas líderes de […]

Saber quién es y qué quiere la persona que recibe nuestros correos electrónicos. Esa fue, simple y a la vez compleja de resolver, una de las premisas troncales del Email Summit  que organizó amdia en Bs As.

El evento contó con la exposición de 6 casos de empresas líderes de la región, narrados en primera persona por sus protagonistas. Paralelamente, hubo clínicas en los que distintos grupos compitieron por diseñar la mejor estrategia de email marketing sobre casos hipotéticos.

El encuentro comenzó con la introducción de Guido Boulay, director para el desarrollo de negocios en América Latina de MailUp, quien destacó que el Email Summit es un evento organizado por el capítulo de Email Marketing de amdia, integrado por los principales proveedores de plataformas. “No es habitual que los competidores nos juntemos en armonía para debatir los temas de la industria como lo estamos haciendo aquí”, dijo Boulay.

Luego Martín Jones, presidente de amdia, dijo que cuando el email marketing parecía una práctica abandonada resurgió con una fuerza inesperada. “En un evento al que fui recientemente en Estados Unidos, organizado por la DMA (Direct Marketing Association), me sorprendió ver el lugar protagónico que le dan al email las start-ups más sofisticadas del mundo”, comentó.

Enseguida Pauline Swart, gerente para América Latina de Tripolis, presentó las temáticas del encuentro:

  • Automatización y Customer Experience
  • Comportamiento y Email Predictivo
  • Contenido y Frecuencia

Y presentó a Sebastián Jerez, jefe de Inteligencia de Clientes y Medios de Pago de El Mercurio. “Nuestra marca más conocida es el periódico El Mercurio, pero en realidad somos un conglomerado de empresas. Ahora les voy a contar los casos de Vive Descuento, que es lo que aquí llaman una “cuponera” y Farox, que es un retail digital bien orientado al ecommerce”, dijo Jerez.

Lo primero que hicieron fue analizar por qué las cuentas habían bajado y la conclusión destacada fue que debían conocer a los clientes. “Al principio con el email no sabíamos quién estaba del otro lado. Con Vive Descuento realizaban un envío diario pero desconocían quién o qué compraban. Era una base única sin segmentación – recuerda Jerez -. Teníamos una alta tasa de rebotes. Entonces lo primero que hice fue derribar barreras con información. Y nos dimos cuenta que la base era muy distinta a lo que pensábamos, por ejemplo, la gente no compraba a principio de mes, que es lo que creíamos, sino a fines de mes”.

Jerez insistió en la importancia de tener cierto tipo de información. “La segmentación demográfica fue lo primero y más fácil de hacer -explicó-. Después avanzamos para ver lo que los usuarios clickeaban en el email y luego en el sitio web. Aprendimos que a los grupos de mayor consumo hay que tratarlos de manera preferencial”.

Al principio tenían un 20% de rebotes y muy mala reputación en los principales proveedores de web email (Gmail, Yahoo, etc.). “Ahora la tasa de rebote es de 0%, la tasa de lectura aumentó 50%, las ventas aumentaron en un 20%… y todo esto bajando un 45% la frecuencia de envío”. Todo eso se hizo en 4 meses.

Paralelamente, los talleres fueron moderados por expertos de grandes compañías líderes y de proveedores de plataformas de email marketing. Uno de los casos propuestos como desafío fue el de Desli.com, que contó con la presencia de Pablo Emanuel Sánchez, gerente de Marketing de la compañía. En este caso, a los participantes se les dio una serie de datos duros sobre el estado de situación de la empresa, y el desafío de incrementar las apertuas y los clicks, y disminuir el % de abandono del carrito.

Otro caso que los participantes de la clínica debieron resolver fue el de HSBC, cuyo planteo fue diseñado por Macarena Mannucci, responsable de Diseño y Desarrollo de Imagen para Email Marketing dentro del banco. En esta oportunidad también se les dio a los participantes una serie de datos de coyuntura para tener en cuenta a la hora de diseñar la estrategia. Además tenían ciertas tareas a cumplir, por ejemplo, determinar cuáles serían los KPIs a utilizar para medir el engagement de las acciones”.

Al mismo tiempo, en la sala contigua Lucas Denaro, responsable de Marketing Digital de Prüne, insistió sobre lo importante que es segmentar la base. “Y una vez que tenemos una base segmentada lo siguiente es trabajar sobre el asunto de nuestros mensajes”. Denaro contó que en Prüne tienen tasas de apertura de entre 30 o 35%, con CRTs del 25% en adelante. “Trabajar con piezas de inspiración genera mayor click para ver los productos -dijo-. El email marketing como herramienta alinea muchos procesos . Nosotros lo entendemos como una comunicación integral de la compañía que potencia procesos internos y sobre todo, mejora la satisfacción del cliente”.

¿Cómo hicieron para  la base de datos? “Campaña fuerte en el punto de venta físico y un call to action a clientes registrados. Además, incorporamos una herramienta de automatización”.

Luego Santiago Revello, gerente de Marketing y Publicidad en NetShoes, comentó que su compañía es el mayor e-commerce de artículos deportivos del mundo. “Y el 15% de las las ventas las generamos a partir del email marketing, es uno de los canales más relevantes de la compañía”.

En 2002 hicieron su primera experiencia en e-commerce. En el 2007 cerraron las 5 tiendas físicas y se dedicaron 100% al online. La expansión a México y Argentina llegó en 2011. “El desafío era saber si la gente iba a comprar zapatillas por internet. Justo en 2011 cierran las importaciones y la industria local no daba abasto, las marcas tomaron el control, porque había poco producto. Había muy malas experiencias en ecommerce, por eso el servicio fue el principal pilar en que nos apoyamos. Comenzamos a ofrecer envío y cambio de productos gratis. Comenzamos a tener buena penetración en el interior del país, donde en general los comercios locales no ofrecían buenos precios”.

Además, NetShoes tiene un Centro de Contactos con el cliente propio, donde atienden por email, chat y redes sociales. “Trabajamos mucho el review de los clientes -comentó Revello-, algo que genera mucha confianza. Somos una máquina de generar información de nuestros usuarios, pero no por casualidad sino porque nos concentramos en la obtención de datos para orientar los contenidos. Creemos que es fundamental entender en qué momento del customer journey está el cliente para mostrarle contenido relevante”.

Para NetShoes es un “must” calendarizar los envíos. “Trabajamos sobre el contenido dinámico en función de algunos hechos, como el abandono de carrito, el click sobre algún producto, y las visitas al sitio”.

Por último, sobre el cierre del encuentro, Daniel Soldán, CEO de emBlue y miembro del Capítulo de eMail Marketing de amdia, comentó: “Hoy pudimos ver de qué manera el email se transforma y está más vivo que nunca. Los que crean que pasó de moda están quedándose afuera. Es hora de pensar en automation marketing, es hora de recolectar datos y predecir lo intereses de nuestros clientes. Tenemos que armar nuestro propio customer journey”.

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gurú estrena CEO al tiempo que acelera el ritmo de su transformación hacia el mundo digital.  gurú y Publicar, proveedor de soluciones multimedia regional con operación en 11 países, inició el 2017 con grandes movimientos, empezando con la llegada de su nuevo CEO, el español Juan Santana, quien previamente se […]

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