Ensayo sobre la importancia del email marketing en la fidelización de los clientes
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Fecha
2021
Autores
Rangel Bayter, Melissa Del Carmen
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El avance y desarrollo de las nuevas tecnologías y el internet, trajo con consigo la masificación del Email Marketing en los años 1990, configurándose como una nueva herramienta para la comunicación y ofreciendo diversas opciones estratégicas para ofertas, avisos o venta de productos, es así que, con el transcurso del tiempo, la innovación en los equipos, implementación de nuevas plataformas o medios virtuales, logran brindar una postura benéfica a las empresas sobre la incidencia en el mercado, por ende, Cordero (2020), en su publicación de “Email marketing para consultores: Guía practica para promocionar y vender tus servicios y formaciones con estrategia de Email Marketing de alto impacto”, hace mención que esta estrategia tiene como objetivo difundir o construir una relación de afinidad que permite presentar a la empresa y a sus servicios y/o productos; de hecho, Roddz 2015), en su curso de “Fundamentos del marketing online: Email marketing”, contempla al Email marketing como una herramienta para la mejora de la comunicación donde se logra conocer las necesidades y las recomendaciones aportadas por el cliente y del mismo modo, aumenta el porcentaje de las ventas de los productos. En contraste con lo anterior mencionado, Ciana (2015), en su libro “Email Marketing: Dispara y Acierta”, plantea uno de los desaciertos que usualmente ocurre en el momento de poner en practica el desarrollo de esta herramienta y es que todo tiene sus limites, sin embargo, en ocasiones la cantidad de anuncios, correos y demás suele ser molestoso e incomodo considerando que puede presentar avisos de virus e información irrelevante.
The advance and development of new technologies and the Internet brought with it the massification of Email Marketing in the 1990s, becoming a new tool for communication and offering diverse strategic options for offers, advertisements or product sales, Thus, with the passage of time, innovation in equipment, implementation of new platforms or virtual media, manage to provide a beneficial position to companies on the impact on the market, therefore, Cordero (2020), in his publication “Email marketing para consultores: Guía practica para promocionar y vender tus servicios y formaciones con estrategia de Email Marketing de alto impacto”, Manuel mentions that this strategy has the result of spreading or building an affinity relationship that allows the company and its services and/or products to be presented; in fact, Roddz (2015), in his course of “Fundamentos del marketing online: Email marketing”, contemplates Email marketing as a tool for improving communication where it is possible to know the needs and recommendations provided by the client and in the same way, increases the percentage of sales of the products. In contrast to the above, Ciana (2015), in his book “Email Marketing: Dispara y Acierta”, affirms that one of the mistakes that usually occurs at the time of putting into practice the development of this tool and is that everything has its limits, however, sometimes the number of ads, emails and others is usually annoying and uncomfortable considering that it can present virus warnings and irrelevant information.
The advance and development of new technologies and the Internet brought with it the massification of Email Marketing in the 1990s, becoming a new tool for communication and offering diverse strategic options for offers, advertisements or product sales, Thus, with the passage of time, innovation in equipment, implementation of new platforms or virtual media, manage to provide a beneficial position to companies on the impact on the market, therefore, Cordero (2020), in his publication “Email marketing para consultores: Guía practica para promocionar y vender tus servicios y formaciones con estrategia de Email Marketing de alto impacto”, Manuel mentions that this strategy has the result of spreading or building an affinity relationship that allows the company and its services and/or products to be presented; in fact, Roddz (2015), in his course of “Fundamentos del marketing online: Email marketing”, contemplates Email marketing as a tool for improving communication where it is possible to know the needs and recommendations provided by the client and in the same way, increases the percentage of sales of the products. In contrast to the above, Ciana (2015), in his book “Email Marketing: Dispara y Acierta”, affirms that one of the mistakes that usually occurs at the time of putting into practice the development of this tool and is that everything has its limits, however, sometimes the number of ads, emails and others is usually annoying and uncomfortable considering that it can present virus warnings and irrelevant information.
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Email marketing, Fidelización, Cliente, Spam, Estrategias, Marketing digital, Email marketing, Loyalty, Customer, Strategies, Digital marketing