{"id":2071,"date":"2017-08-11T07:28:56","date_gmt":"2017-08-11T07:28:56","guid":{"rendered":"http:\/\/ingra.net\/online\/?p=2071"},"modified":"2017-08-11T07:35:03","modified_gmt":"2017-08-11T07:35:03","slug":"7-razones-para-usar-el-mailing-impreso","status":"publish","type":"post","link":"https:\/\/ingra.net\/online\/7-razones-para-usar-el-mailing-impreso\/","title":{"rendered":"7 razones para usar el mailing impreso"},"content":{"rendered":"<p>Si eres el propietario de una empresa que vende sus productos al p\u00fablico o a otras empresas, te habr\u00e1s preguntado en estos \u00faltimos a\u00f1os si vale la pena seguir haciendo campa\u00f1as de marketing y publicidad con el componente impreso: un folleto, cat\u00e1logo, una postal, etc. Hemos sacado de la web\u00a0<a href=\"http:\/\/www.printpower.eu\/\">http:\/\/www.printpower.eu\/<\/a>\u00a07 razones que te ayudar\u00e1n a decidir si es una buena decisi\u00f3n seguir imprimiendo tu publicidad:<\/p>\n<p>El momento del correo<\/p>\n<p>Los mailings impresos llegan a casa directamente, y esto\u00a0le da mucho m\u00e1s tiempo a persuadir, convencer y comprometer a nuestros posibles clientes en un ambiente relajado.\u00a0Un estudio belga muestra que el 90 por ciento vac\u00eda el buz\u00f3n todos los d\u00edas y el 78 por ciento lee el correo inmediatamente.\u00a0\u00a0Royal Mail confirma que casi la mitad de los consumidores de correo reaccionan a la publicidad impresa.<\/p>\n<p>Experiencia sensorial<\/p>\n<p>La sensaci\u00f3n de manejar, tocar y sentir el soporte impreso &#8211; a\u00f1ade otra dimensi\u00f3n a la experiencia de la marca. Aprovechar est\u00e1 car\u00e1cteristica de la publicidad impresa mediante papeles especiales, grosores del propio papel, acabados como barnices, plastificados, serigraf\u00eda, etc. se suma a la propia retenci\u00f3n del mensaje.\u00a0Los receptores de correo, por ejemplo, experimentan una mayor intensidad emocional a trav\u00e9s de correo directo que por ejemplo a trav\u00e9s de correo electr\u00f3nico o publicidad en televisi\u00f3n (Royal Mail MarketReach, Neuro-Insight 2013).<\/p>\n<p>&nbsp;<\/p>\n<p>Haz que la gente act\u00fae<\/p>\n<p>Una de las formas de comprobar que nuestra publicidad cumple con su objetivo es recibir la respuesta de sus destinatarios, esto implica que nuestro mensaje ha llegado, independientemente de que a posteriori se convierta en una venta, servicio, etc.\u00a0Los datos de respuesta en el correo directo se encuentran entre el 54 y el 83 por ciento de todos los mensajes abiertos, dependiendo de la relaci\u00f3n con el remitente.\u00a0Por ejemplo, en una carta de una compa\u00f1\u00eda que el receptor no ha usado antes, el 43 por ciento toma alg\u00fan tipo de\u00a0acci\u00f3n\u00a0.<\/p>\n<p>Integraci\u00f3n<\/p>\n<p>Cuando dise\u00f1amos una campa\u00f1a de publicidad que utiliza varios canales es necesaria una coordinaci\u00f3n de todas las acciones, para que unas se beneficien de otras y sumen en el objetivo final.\u00a0El correo directo impreso aumenta la eficacia de otros canales, especialmente la web y redes sociales.\u00a0Los medios en l\u00ednea se hacen 60 por ciento m\u00e1s eficaces cuando se combinan con correo directo (BrandScience 2011).\u00a0Otro\u00a0estudio,\u00a0basado en 500 casos, muestra que la inclusi\u00f3n del correo directo en una campa\u00f1a multimedia para los servicios aumenta el ROI total de la campa\u00f1a con un 12% (Print Power, BrandScience 2013)<\/p>\n<p>Eficacia<\/p>\n<p>Informes recientes han demostrado la eficacia duradera del correo directo, que tiene un efecto m\u00e1s poderoso en la memoria a largo plazo que otros medios de comunicaci\u00f3n, por ejemplo un 72 por ciento m\u00e1s alto que la televisi\u00f3n (Royal Mail MarketReach, Neuro-Insights 2013).\u00a0La gente recuerda los correos tambi\u00e9n muy bien, el 80 por ciento dice recordar el correo publicitario enviado a ellos en las \u00faltimas 4 semanas (TGI Kantar Media, 2014)<\/p>\n<p>\u00a1Se creativo!<\/p>\n<p>Conectar el impreso con las nuevas t\u00e9cnolog\u00edas abre un extenso campo de posibilidades, en el que la creatividad ya no est\u00e1 limitada al propio soporte impreso. Colores, materiales, tama\u00f1os, formas troqueladas, etc. se combinan con la web por ejemplo, a trav\u00e9s de t\u00e9cnolog\u00edas como\u00a0c\u00f3digos QR, Realidad Aumentada y NFC , convirtiendo en interactivo un soporte impreso.\u00a0Con todas estas oportunidades para captar la atenci\u00f3n de su cliente, est\u00e1 claro que el correo directo es uno de los medios de marketing m\u00e1s vers\u00e1tiles disponibles.<\/p>\n<p>Retorno de la inversi\u00f3n altamente eficaz<\/p>\n<p>Por todas las razones anteriores, el mailing impreso directo es un canal altamente eficaz, en combinaci\u00f3n con otros canales.\u00a0Las campa\u00f1as que incluyen el correo directo aumentaron la cuota de mercado con tres veces la eficacia de las campa\u00f1as sin correo.\u00a0(Royal Mail MarketReach, banco de datos IPA Meta-Analyse Peter Field, 2013).\u00a0Tambi\u00e9n los llamados Millennials prefieren la combinaci\u00f3n de medios offline y en l\u00ednea.\u00a0La agencia de anuncios JWT\u00a0calcul\u00f3\u00a0que la combinaci\u00f3n de correo electr\u00f3nico y correo directo contribuye con 17 d\u00f3lares en ingresos y 4 d\u00f3lares en margen por hogar.<\/p>\n<p>&nbsp;<\/p>\n<p>Fuente:\u00a0<a href=\"http:\/\/www.printpower.eu\/Case-Studies?scrollx=0&amp;scrolly=0&amp;clearRefinements=0&amp;FileType=&amp;showidentities%5B%5D=1&amp;ST%5B%5D=53&amp;thissearchoption=1\">http:\/\/www.printpower.eu\/Case-Studies?scrollx=0&amp;scrolly=0&amp;clearRefinements=0&amp;FileType=&amp;showidentities%5B%5D=1&amp;ST%5B%5D=53&amp;thissearchoption=1<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si eres el propietario de una empresa que vende sus productos al p\u00fablico o a otras empresas, te habr\u00e1s preguntado<\/p>\n","protected":false},"author":2,"featured_media":1823,"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,"footnotes":""},"categories":[17,14],"tags":[482,481,172,195,224],"class_list":["post-2071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicados","category-ingra","tag-correo","tag-impreso","tag-mailing","tag-papel","tag-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 razones para usar el mailing impreso | Ingra Impresores<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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