{"id":11344,"date":"2010-02-23T21:06:40","date_gmt":"2010-02-23T21:06:40","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/es\/blog\/las-reglas-de-david-ogilvy-para-el-exito-en-el-email-marketing\/"},"modified":"2020-02-19T12:27:31","modified_gmt":"2020-02-19T12:27:31","slug":"las-reglas-de-david-ogilvy-para-el-exito-en-el-email-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/es\/blog\/las-reglas-de-david-ogilvy-para-el-exito-en-el-email-marketing\/","title":{"rendered":"Las Reglas de David Ogilvy Para el \u00e9xito en el Email Marketing"},"content":{"rendered":"
\n

\"\"Aunque David Ogilvy, es un genio de “Mad Man”, co-fundador de la agencia de publicidad Ogilvy & Mather, no vivi\u00f3 para ver el d\u00eda del email marketing universal, se propuso una serie de normas en sus libros de los a\u00f1os cincuenta y sesenta, que son s\u00f3lo aplicables a la comercializaci\u00f3n del email moderno como lo fueron la colocaci\u00f3n de un anuncio de p\u00e1gina completa en la vida o un comercial de 60 segundos en el Show de Ed Sullivan.<\/p>\n

Ogilvy dijo que odiaba las “reglas”, pero sus libros establec\u00edan normas para la publicidad adecuada que siguen siendo algo equivalente a las Tablas de Piedra de Madison Avenue. “A veces me atacaron por imponer” reglas\u201d. Nada m\u00e1s lejos de la verdad. Odio las normas. Todo lo que hago es informar sobre c\u00f3mo los consumidores reaccionan a diferentes est\u00edmulos.” La investigaci\u00f3n demuestra lo que golpea un acorde con sus clientes y lo que no, as\u00ed que vale la pena hacer la investigaci\u00f3n y, a continuaci\u00f3n lo m\u00e1s importante la estructura de sus esfuerzos para que se ajusten los resultados de la investigaci\u00f3n.<\/p>\n

Ser Creativo es bueno, pero Ser Efectivo es mejor<\/h4>\n

“No considero la publicidad como un entretenimiento o una forma de arte sino como un medio de informaci\u00f3n. Cuando escribo un anuncio, no quiero que me diga que le resulta\u00a0 “creativo\u201d. Quiero que les resulte tan interesante que usted compre el producto. \u201cNunca se debe dejar que la esencia de su mensaje se salga de su objetivo que es un llamado a la acci\u00f3n. Aunque la comercializaci\u00f3n del email puede ser de car\u00e1cter informativo y educativo, la conclusi\u00f3n es que se debe vender. Esta \u201cregla” de Ogilvy acompa\u00f1a a su: “No puede aburrir a la gente al comprar su producto S\u00f3lo puede interesar a la compra de la misma…\u201d Cu\u00e1ntas veces hemos integrado un mensaje de email sin tener el cuidado de profundizar verdaderamente en lo qu\u00e9 es, otra vez, “tan interesante que usted solo compra el producto”?<\/p>\n

La Honestidad y Una Gran Idea<\/h4>\n

“Se necesita una gran idea para atraer la atenci\u00f3n de los consumidores y que compren su producto. A menos que su publicidad contenga una gran idea, sus lectores pasaran su email marketing como un barco en la noche.”\u00a0 El grandioso email marketing contiene una gran idea que sus lectores, literalmente, parar\u00e1n y tomar\u00e1n nota. Tiene que ser lo \u00fanico que su cliente m\u00e1s inteligente debe preguntarse por qu\u00e9 no pensar en ellos mismos.
\n“No intente dar a entender que su producto es mejor. S\u00f3lo diga lo que es bueno sobre su producto y hacerlo lo m\u00e1s claro, lo m\u00e1s honesto, la forma m\u00e1s informativo de decirlo.” La realidad del comercio competitivo es que probablemente es muy cierto que, si bien su producto o servicio puede tener algunas caracter\u00edsticas de liderazgo que no es necesariamente el fin de todo. Sus lectores apreciar\u00e1n su honestidad para demostrar que es el m\u00e1s adecuado para ellos.<\/p>\n

Qu\u00e9dese con lo que Funciona<\/h4>\n

“Si tiene la suerte de escribir un buen anuncio, rep\u00edtalo hasta que se detenga la venta. Decenas de anuncios buenos han sido descartados antes de perder su potencial.” Esto s\u00f3lo puede ser uno de los dict\u00e1menes verdaderamente grandes del email marketing. Si usted encuentra algo que realmente funciona, p\u00e9guese con ella. Debido a la naturaleza del email marketing que no puede repetir el mismo mensaje palabra por palabra, pero cuando sus indicadores muestran un enfoque fundamental, que es un ganador, usted puede estar seguro en el establecimiento de su campa\u00f1a en ella.<\/p>\n

El Asunto es su T\u00edtulo<\/h4>\n

“En promedio, hay cinco veces m\u00e1s personas que leen los titulares que el cuerpo del texto. En consecuencia, a menos que el titular venda el producto, usted ha perdido el 90 por ciento de su dinero.” Todo lo que necesitamos hacer es reemplazar el t\u00edtulo con l\u00ednea de asunto y la verdad general es tan evidente que no necesita mayor explicaci\u00f3n.<\/p>\n

Aunque David Ogilvy escribi\u00f3 estas palabras, cuando los autos ten\u00edan aletas y en el patio hab\u00eda refugios, las verdades c\u00f3smicas que contienen todav\u00eda pueden servir como un faro para los vendedores de email en nuestro mundo de la comunicaci\u00f3n instant\u00e1nea global interactiva. Aunque nunca lo supo, David Ogilvy fue un gran vendedor de correo.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Aunque David Ogilvy, es un genio de “Mad Man”, co-fundador de la agencia de publicidad Ogilvy & Mather, no vivi\u00f3 para ver el d\u00eda del email marketing universal, se propuso una serie de normas en sus libros de los a\u00f1os cincuenta y sesenta, que son s\u00f3lo aplicables a la comercializaci\u00f3n del email moderno como lo…<\/p>\n","protected":false},"author":139,"featured_media":11345,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3948],"tags":[19,291,378,2210,2353,2382,2388,2389,2390,2391,2392],"class_list":["post-11344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-otros","tag-email","tag-idea","tag-market","tag-asunto","tag-linea","tag-exito","tag-buena","tag-gran","tag-publicidad","tag-reglas","tag-titulo"],"yoast_head":"\nLas Reglas de David Ogilvy Para el \u00e9xito en el Email Marketing - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/es\/blog\/las-reglas-de-david-ogilvy-para-el-exito-en-el-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las Reglas de David Ogilvy Para el \u00e9xito en el Email Marketing - 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