Cómo Medir la Performance de tu Estrategia de Inbound Marketing – @fromDoppler


por 
Key Performance Indicators

A la hora de diagramar tu estrategia de inbound marketing (o marketing de atracción) resulta imprescindible definir con claridad cuáles van a ser sus KPIs (o Indicadores Clave de Desempeño). Pero, ¿cuáles son exactamente? Descúbrelos en el siguiente post.

¿Qué Son los KPIs?

Cómo ya hemos explicado en un post anteriorel inbound marketing ha llegado para quedarse. Cuando hablamos de inbound marketing, hablamos de:

Al tratarse de una estrategia que involucra distintos contenidos y medios de comunicación, podríamos pensar que la medición de los resultados obtenidos podría ser un tanto compleja. Sin embargo, la excelente capacidad de medición que nos proporcionan los medios digitales, nos permite definir con mayor claridad las métricas claves para evaluar el desempeño de las acciones realizadas.

¿Cómo se define un KPI?

Los indicadores de desempeño se suelen redactar aplicando el acrónimo SMART, ya que deben ser eSpecíficos (Specific), Medibles (Measurable), Alcanzables (Achievable), Relevantes (Relevant) y deben abarcar un determinado período de Tiempo (Timely).

KPIs del Posicionamiento Web

SEO

Visitas:

El tráfico proveniente de buscadores como Google es cada vez más importante, por lo que hoy en día resulta imprescindible contar con una estrategia de SEO actualizada. Si buscas aprender más sobre las distintas prácticas para posicionar tu web, no dejes de leer este post.

Conversiones:

Se trata de la cantidad y el porcentaje de visitas provenientes de los buscadores que completan el ciclo en tu sitio web ya sea realizando una compra, suscribiéndose a tu newsletter o realizando lo que hayas definido como tu objetivo.

Ingresos:

El flujo de dinero generado a partir de las conversiones producidas por las visitas provenientes de los motores de búsqueda. Calcula los ingresos totales así como también el ingreso promedio por visita.

KPIs del Social Media

Social Media

Crecimiento de Seguidores:

El aumento en el número de seguidores, fans, etc. es normalmente una buena señal, ya quesignifica un mayor alcance de tu marca y de tus mensajes. Sin embargo, no te confíes:cantidad no siempre es sinónimo de calidad. Evita prácticas poco éticas y cortoplacistas para aumentar tu base de seguidores.

Clicks en los Enlaces:

Este ratio es un buen indicador de la relevancia de los contenidos que compartes con tu público objetivo.

Enlaces Compartidos:

Este indicador también es muy valioso para medir la performance de tu estrategia, ya que cada enlace compartido incrementa la posibilidad de aumentar tu base de seguidores.

Volumen de Publicaciones:

Esta métrica permite evaluar la constancia y periodicidad con que publicas contenidos. Y, si bien parece sencillo de medir, generar los contenidos no lo es tanto.

KPIs en Email Marketing + Info (Artículo completo?)

http://blog.fromdoppler.com/como-medir-la-performance-de-tu-estrategia-de-inbound-marketing/

Responsive design también para email marketing móvil | vía @MarketingMovil

En este blog hemos dedicado bastantes artículos a la web móvil y la importancia de tener la web adaptada a móvil, también conocido como responsive design. La adaptación de los correos electrónicos al móvil no es menos importante.

Si realizamos campañas de correo electrónico tenemos que tener en cuenta que un gran porcentaje de los mismos se leen desde terminales móviles. Según la infografía que os traemos hoy el 43% de los emails se leen desde móvil, proporción que aumentará hasta el 50% a finales de 2013. Teniendo esto en cuenta, ¿cómo vamos a realizar una campaña de email marketing sin adaptar nuestro contenido al móvil?


En esta infografía podéis ver información muy interesante sobre cuándo se leen más emails desde dispositivos móviles, qué motiva a los usuarios a leer los correos electrónicos en el móvil y qué tipo de mensajes son los que atraen más a los usuarios en el móvil.

responsive-email-design-mobile-diseño-web-movil-adaptativo

Fuente: Email Monks

4 comparaciones métricas imprescindibles en email marketing


Métricas en email marketing

La importancia de un análisis estadístico en email marketing

 

Uno de los factores más determinantes a la hora de realizar campañas de email marketing es conocer bien el análisis estadístico y así poder interpretar que sucede con las campañas de emails que enviamos.

El éxito de una campaña de email marketing no sólo depende del volumen de emails entregados o del porcentaje clicks sobre el email, sino que hay diferentes combinaciones de resultados que nos ayudan a entender mejor que puede estar sucediendo en una campaña y conocer si nuestro producto o servicio funciona correctamente.

Un pequeño cambio en el asunto, una variación en un botón de acción, la estructuración del contenido,… son elementos que pueden variar los resultados finales notablemente y saber analizarlos es clave para mejorar.

4 comparaciones métricas imprescindibles en email marketing

 

1) Emails enviados con respecto a emails rebotados

Emails enviados con respecto a emails rebotados

Cuando realizamos una campaña de email marketing es muy importante controlar este valor entre emails enviados y rebotados, un índice muy alto de rebotes nos demuestra que la calidad de nuestra lista de contactos nos es muy buena.

Cuentas inexistentes, buzones llenos, contenidos clasificados cómo Spam y dominios inaccesibles son las características principales de un alto índice de rebotes. Si disponemos de una buena herramienta de email marketing este tipo de situación se irá corrigiendo a lo largo del tiempo ya que los sistemas irán dando de baja este tipo de rebotes y disminuyendo el porcentaje de emails rebotados.

Cuando el índice de correos rebotados es menor de un 5% se considera óptimo, si este valor es mayor podemos decir que nuestra lista de contactos hay que revisarla si nuestra aplicación de email marketing no lo hace por nosotros.

2) Emails entregados con respecto a emails leídos

Emails entregados con respecto a emails leídos

Uno de los principales valores que comparamos en email marketing es el ratio o porcentaje de emails que se entregan al destinatario con respecto a los emails que son finalmente leídos o abiertos.

Por norma general si el porcentaje de lecturas es alto (>10%) con respecto a los entregados, podemos considerar que nuestro asunto funciona correctamente, es decir que un buen asunto bien construido y efectivo afecta directamente a el índice de lecturas de una campaña.

Si por el contrario el índice es bajo (<5%) debemos plantearnos modificar este asunto y realizar pruebas de envíos para comprobar si hay variaciones que nos identifiquen cual es el mejor asunto.

3) Emails leídos con respecto a clicks únicos Leer más “4 comparaciones métricas imprescindibles en email marketing”

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La importancia del título o asunto de tus emails


 

Bitelia
 (Perfil)

Llevamos años usando el email y sin embargo, seguimos teniendo un problema con la gestión de los emails que recibimos. Parece raro por lo menos que usando el email como una de nuestras principales formas de comunicación, a diario y en casi todos los ámbitos de nuestra vida, aún hoy sea un gran dolor de cabeza para muchas personas.

Uno de los detalles en los que muchos no reparan es el del asunto (subject en inglés) del email, y sin embargo es uno de los más importantes para la transmisión del mensaje, el desarrollo de la conversación y las búsquedas posteriores.

Mira los emails no leídos de tu bandeja de entrada. Probablemente haya muchos (sí, es un mal de nuestro tiempo), pero ahora detente en los títulos de esos emails. Seguramente tu vista irá rápidamente a algunos y leerás primero esos, o entenderás mejor un mensaje cuando haya tenido un buen asunto o subject. El subject o asunto permite preparar al destinatario del email sobre lo que va a leer a continuación, y eso puede agilizar mucho la comprensión del mensaje, la toma de acción o evitar malentendidos posteriores.

Qué tener en cuenta para titular un email Leer más “La importancia del título o asunto de tus emails”

5 Ways to Get Email Overload Under Control


Mashable

Dmitri Leonov is vice president of growth at Sanebox. Follow him at @dmitri.

If you’re like most people with a connection to the internet and a job that requires you interact via email, then you probably know what email hell feels like. The only good news is that you’re not alone. In fact, the average person gets more than one hundred emails per day. The bad news is it’s not getting better.

The number of emails you receive will continue to grow every year. So what, if anything, can you do to get a grip on this email avalanche? Start with these five tips.

1. Set a Time Limit

According to a recent McKinsey Global Institute report, people spent 28% of their time writing, reading, and answering email. Most of it is unproductive because email is reactive by nature. The inherent gamification of clearing your inbox provides a brief feeling of accomplishment. But unless you’re doing customer support, your job description probably doesn’t include “respond to every email.”

Answering email is just one part of work. That’s why you should determine how much time you want to spend in your inbox on a given day, and don’t exceed it. One suggestion is to dedicate 15-minute blocks every two hours to staying on top of email without letting it take over your day.

2. Know Your Etiquette Leer más “5 Ways to Get Email Overload Under Control”

How to Get Your Inbox Down to Zero and Keep it There

At the end of the weekend, I had gotten things down to five emails in my inbox, all of which required me to finish a major project I was still working on. Everything else was moved out of the inbox by doing the following:

If the email was from someone who needed something done for them (most of the time it was something simple like send a piece of example code, fill out an interview questionnaire, or review a product), I either did it immediately or politely declined. The judgment call on that was if it took more than 5 minutes to complete, it was declined. If it took less, I just made myself do it.
If the email was from someone who needed me to decide on something (whether I would attend an event, sponsor a contest, or review a guest post) I just made a fast decision and replied with my response of yes, I’ll be attending, yes I will sponsor, or no, that post doesn’t meet my guidelines.
If the email was from a newsletter or mailing list I had subscribed to, I created a new filter for it to go into a folder automatically when the next installment arrived or, if I didn’t plan to read it again, I unsubscribed.
If the email was something that I wasn’t interested in responding to, or regular enough to require a filter, I deleted it.
Sometimes, the toughest part of emptying out your inbox is finally saying no to something. I know many of my emails were hanging out in my inbox simply because they required me to say no to someone’s product review, guest post, event invitation, or some other request. Once you’ve started to say no to some things, it will make it easier to do in the future and leave your inbox open to receive more good requests that you will want to say yes to.


 

http://blog.kissmetrics.com

Here at KISSmetrics, we talk about all forms of online marketing for businesses, including email marketing. While beginner’s guides and email timing are important, there is also one other area that may not have a lot to do with marketing, but has everything to do with how effectively you can run your business (and personal life for that matter).

When you work online, you will find that the things that you need the most to maintain important business connections are also the things that will derail you from the path of productivitySocial media is well known to be filled with distractions. It is not the only place you’ll likely get into trouble though. There’s another online tool that can be just as distracting and disruptive to your productivity as it is a necessity. That tool is your inbox.

How Your Inbox Stops You from Getting Things Done

Your inbox can hinder your ability to get things done in two ways. The first are notifications. Even if you don’t have your email open on your desktop, you likely have alerts for new email set up on your smartphone. So if that alert goes off, your mind will always wander into thinking about what new email you just received. Sometimes that quick distraction is all it takes to get your focus off the task at hand.

Another way your inbox can stop you from getting things done is by being overloaded. I don’t know about you, but I work a lot more efficiently if I feel like I have a manageable to-do list. A flooded inbox with tons of emails waiting for responses does not feel manageable, and the more overloaded it gets, the less I want to deal with anything in it.

Why an Empty Inbox is a Happy Inbox

So why would you want to get your inbox down to zero? I like to look at an empty inbox at the end of the day as a day where everything that needed to get done was finished. Think of each email in your inbox as a task that needs to be completed. Email tasks generally boil down to the following four things:

  1. Someone needs you to complete something for them.
  2. Someone needs you to make a decision.
  3. Something needs to be filtered.
  4. Something needs to be deleted. Leer más “How to Get Your Inbox Down to Zero and Keep it There”

Internet 2010 in numbers

http://royal.pingdom.com/2011/01/12/internet-2010-in-numbers/


Internet 2010 in numbers

What happened with the Internet in 2010?

How many websites were added? How many emails were sent? How many Internet users were there? This post will answer all of those questions and many, many more. If it’s stats you want, you’ve come to the right place.

We used a wide variety of sources from around the Web to put this post together. You can find the full list of source references at the bottom of the post if you’re interested. We here at Pingdom also did some additional calculations to get you even more numbers to chew on.

Prepare for a good kind of information overload. ;) Leer más “Internet 2010 in numbers”

Awesomely Effective Email Communication

The real purpose behind communication is the exchange of information in a way that both parties involved clearly understand the shared intelligence. If the email messages you send aren’t clear, then the recipients of those messages will not be clear either, and they will not be able to interpret what you want or what they need to do as a response to the email.

Think about the number of times you have received an email message that made you wonder what the sending person meant — or why you even got the message in the first place. Now on the opposite end of the spectrum, think about the times you’ve sent an email that returned to you with a bunch of questions because you didn’t take the time to write it clearly. This is where productive communication breaks down with office email. This is the snag.

Productive communication can be greatly improved by implementing a simple mental checklist that you can run through before you hit the “send” button for each and every email that you write. This simple set of rules will grade your email (so to speak) and let you know whether it has passed or failed the test. The process is designed to help you think about what it is you are trying to communicate before sending the email off, ensuring that the recipient will understand what you are striving to communicate. In addition, by writing more effective email messages you will greatly reduce the quantity of emails you receive each day.

The process is called the PASS process of effective email communication. The PASS process will assist you in writing clearly defined emails that produce effective action on the side of the recipients.


autoroute à emails...

Most organizations believe email is one of their biggest productivity snags even though email is probably the most important office communication tool available.  The technology has eliminated many of our personal boundaries. Some of us have even allowed email to drive our actions when in reality, our communications should be driven by our goals and the tasks required to accomplish them. What we have forgotten is the fact that email is a communication tool.

The real purpose behind communication is the exchange of information in a way that both parties involved clearly understand the shared intelligence. If the email messages you send aren’t clear, then the recipients of those messages will not be clear either, and they will not be able to interpret what you want or what they need to do as a response to the email.

Think about the number of times you have received an email message that made you wonder what the sending person meant — or why you even got the message in the first place. Now on the opposite end of the spectrum, think about the times you’ve sent an email that returned to you with a bunch of questions because you didn’t take the time to write it clearly. This is where productive communication breaks down with office email. This is the snag.

Productive communication can be greatly improved by implementing a simple mental checklist that you can run through before you hit the “send” button for each and every email that you write.  This simple set of rules will grade your email (so to speak) and let you know whether it has passed or failed the test.  The process is designed to help you think about what it is you are trying to communicate before sending the email off, ensuring that the recipient will understand what you are striving to communicate. In addition, by writing more effective email messages you will greatly reduce the quantity of emails you receive each day.

The process is called the PASS process of effective email communication. The PASS  process will assist you in writing clearly defined emails that produce effective action on the side of the recipients. Leer más “Awesomely Effective Email Communication”

Locate all the Big Emails in your Gmail Account

Gmail doesn’t offer a way to search and sort email messages by size but you can use a tool like Microsoft Outlook or IMAP Size to sort your mails by the size criteria on the desktop. They connect to your Gmail account via IMAP and therefore when you delete an emails with big attachments locally, the same happens in your online inbox as well.

If you however find the above workarounds a little complicated, there’s an even simpler method now that won’t even require you download or install anything – it’s called findbigmail.com.

It will quickly find all the big email messages in your Gmail account that are taking up the maximum space. These messages are categorized with special labels like “Big Mail” or “Really Big Mail” to help you decide which of them should be removed to recover more space.


http://www.labnol.org/internet/locate-big-emails-in-gmail/17937/

What would you do if your Gmail Inbox is reaching its storage limit and you urgently need to free up some space else all your incoming email messages will be returned to the sender?

You’ll either have to buy some extra storage space from Google or another solution is that you find all the emails in your Inbox that have really big attachments and put them into the trash.

gmail messages sorted by size

Sorting your Gmail Messages by Size

Gmail doesn’t offer a way to search and sort email messages by size but you can use a tool like Microsoft Outlook or IMAP Size to sort your mails by the size criteria on the desktop. They connect to your Gmail account via IMAP and therefore when you delete an emails with big attachments locally, the same happens in your online inbox as well.

If you however find the above workarounds a little complicated, there’s an even simpler method now that won’t even require you download or install anything – it’s called findbigmail.com.

It will quickly find all the big email messages in your Gmail account that are taking up the maximum space. These messages are categorized with special labels like “Big Mail” or “Really Big Mail” to help you decide which of them should be removed to recover more space. Leer más “Locate all the Big Emails in your Gmail Account”

Links just links…


Posted by Tamara Gielen

http://www.b2bemailmarketing.com/2010/10/links-for-2010-10-07.html

OK, maybe not so urgent

National IT team for this pilot fish’s organization sends out an urgent security alert to forward to all local users — with a message attached.

“The message was a phishing spam,” says fish. “And a poorly disguised one at that, full of misspellings in its instructions to follow a link and fill in a form to reactivate e-mail.

“But the alert message contained the live link, and there was no way I was going to send this to my users. So I waited to see what developed.”

A few moments later, fish’s regional manager forwards the same message, with the same live link, and instructs everyone on the mailing list to warn their local users.


National IT team for this pilot fish’s organization sends out an urgent security alert to forward to all local users — with a message attached.

“The message was a phishing spam,” says fish. “And a poorly disguised one at that, full of misspellings in its instructions to follow a link and fill in a form to reactivate e-mail.

“But the alert message contained the live link, and there was no way I was going to send this to my users. So I waited to see what developed.”

A few moments later, fish’s regional manager forwards the same message, with the same live link, and instructs everyone on the mailing list to warn their local users. Leer más “OK, maybe not so urgent”

Friday Bite Size Digital: More of Your e-DMs Could Be Spam Bound

Due to email overload, Gmail last week released an email filtering & sorting system called Priority Inbox. It attempts to find out which emails are more important & more spam like. It does this by using “predictive signals” & user engagement factors.
Hotmail also announced it will use new engagement metrics that filter based on how actively a user interacts with messages from specific senders.


Image representing Gmail as depicted in CrunchBase
by Haysam Fahmy

Due to email overload, Gmail last week released an email filtering & sorting system called Priority Inbox. It attempts to find out which emails are more important & more spam like. It does this by using “predictive signals” & user engagement factors.

Hotmail also announced it will use new engagement metrics that filter based on how actively a user interacts with messages from specific senders.

Such email filter metrics could factor in:
· Messages read, then deleted
· Messages deleted without being read
· Messages replied to
· Email open frequency
· Decisions made in global spam filters
All which affect the open rates & click through rates (CTR) of your e-DMs. Leer más “Friday Bite Size Digital: More of Your e-DMs Could Be Spam Bound”

30 Nice Email Newsletter Designs for your Inspiration

Email newsletters are becoming more and more popular on the internet as businesses begin to use them as a viral way of communicating with their audiences/customers. They are, without doubt, great marketing and communication tools. It allows your site visitors to be constantly kept ‘in the loop’ with what’s new and what’s to come in the future. The whole point of owning a website that operates as a business is to drive traffic to the website. Email Newsletters are a great tactic to achieve those repeat visits. In today’s showcase, I’m going to show off some really creative newsletter designs for your inspiration.


Email newsletters are becoming more and more popular on the internet as businesses begin to use them as a viral way of communicating with their audiences/customers. They are, without doubt, great marketing and communication tools.  It allows your site visitors to be constantly kept ‘in the loop’ with what’s new and what’s to come in the future. The whole point of owning a website that operates as a business is to drive traffic to the website. Email Newsletters are a great tactic to achieve those repeat visits. In today’s showcase, I’m going to show off some really creative newsletter designs for your inspiration.

Light U

Percept

Leer más “30 Nice Email Newsletter Designs for your Inspiration”

Get Extra Email Addresses for your Gmail Account [Google Apps]

There are quite a few ways by which you can create multiple email addresses inside Gmail.

For instance, if your email address is hello@gmail.com , any email that’s addressed to either he.ll.o@gmail.com or hello+world@gmail.com will also be delivered to your main inbox since Gmail ignores dots and anything that’s after the plus symbol in email usernames.

Therefore, theoretically speaking, you get an unlimited number of email addresses with one Gmail account. This gets even more interesting if you are using Gmail with Google Apps.


gmailThere are quite a few ways by which you can create multiple email addresses inside Gmail.

For instance, if your email address is hello@gmail.com , any email that’s addressed to either he.ll.o@gmail.com or hello+world@gmail.com will also be delivered to your main inbox since Gmail ignores dots and anything that’s after the plus symbol in email usernames.

Therefore, theoretically speaking, you get an unlimited number of email addresses with one Gmail account. This gets even more interesting if you are using Gmail with Google Apps. Leer más “Get Extra Email Addresses for your Gmail Account [Google Apps]”