Creatividad en la bandeja de entrada: marketing por correo electrónico from Coursera

“Creatividad en la bandeja de entrada: marketing por correo electrónico” es el cuarto de los siete cursos del Certificado de Carrera de Google en Marketing Digital y Comercio Electrónico. Aprenderás a ejecutar campañas de marketing por correo electrónico de forma exitosa. El e-mail es uno de los canales más utilizados como parte de las estrategias de marketing digital. El correo electrónico es una vía para comunicarse con las y los clientes, impulsar las ventas y fidelizar audiencias. En este curso, profundizarás tus conocimientos sobre marketing por correo electrónico y aprenderás a crear estrategias, ejecutar campañas y medir resultados. También, aprenderás a usar listas de correo y a automatizar flujos de trabajo.

Te guiarán especialistas de Google, que actualmente trabajan en estos sectores, con actividades prácticas y ejemplos que simulan tareas comunes y frecuentes de marketing digital y comercio electrónico. Todo esto te ayudará a desarrollar tus habilidades y prepararte para trabajar.

Las y los estudiantes que completen los siete cursos de este programa estarán en condiciones de solicitar trabajos como coordinadores/as de marketing digital o especialistas en comercio electrónico en un nivel inicial. No necesitas contar con experiencia previa en el área..

Al final de este curso, podrás:

- Redactar de forma efectiva la vista previa y asunto de tus correos electrónicos, siguiendo las mejores prácticas

- Automatizar flujos de trabajo

- Crear y mantener listas de correo electrónico

- Redactar de forma efectiva correos electrónicos

- Administrar los contactos y segmentar las listas

- Implementar las mejores prácticas para manejar la información de identificación personal (PII) y los datos de las audiencias de forma segura

- Medir y analizar los resultados de las campañas de correo electrónico

What's inside

Syllabus

Introducción a ”Creatividad en la bandeja de entrada: marketing por correo electrónico”

Conocerás qué es el marketing por correo electrónico, cómo funciona y para qué es útil. También comprenderás su importancia para cumplir con los objetivos de negocio. Luego, utilizarás los análisis PESTEL y FODA para establecer objetivos SMART de marketing por correo electrónico. Para concluir la semana 1, aprenderás las mejores prácticas de marketing por correo electrónico y cómo aplicarlas.

Tipos de marketing por correo electrónico

Examinarás los tipos más comunes de marketing por correo electrónico. Primero, aprenderás sobre los correos electrónicos de bienvenida y de adquisición, que saludan a las/los clientes. A continuación, conocerás sobre los correos electrónicos que atraen suscriptores/as, como los promocionales y los boletines informativos.También, te enfocarás en los correos electrónicos de retención, que son aquellos que buscan mantener o retener a las/los clientes. Finalmente, pondrás en práctica cómo elaborar correos electrónicos atractivos, escribir asuntos y redactar textos de vista previa.

Herramientas útiles para el marketing por correo electrónico

Conocerás herramientas útiles para el marketing por correo electrónico, y aprenderás a crear y segmentar listas y a escribir correos electrónicos eficaces y atractivos a tus clientes. Después, descubrirás herramientas de marketing por correo electrónico como HubSpot y Mailchimp y aprenderás cómo funcionan. Por último, estudiarás qué es la gestión de crisis y cómo corregir errores en el marketing por correo electrónico.

Recopilar y analizar datos de campañas de correo electrónico

Aprenderás sobre las métricas clave en el marketing por correo electrónico, como las tasas de apertura, de clics, de cancelación de suscripciones, de quejas, de conversión y de rebote. Profundizarás tus conocimientos sobre cómo medir, seguir y analizar los resultados de las campañas de marketing por correo electrónico. Luego, examinarás cómo hacer una presentación efectiva de los resultados a los miembros de tu equipo y a las partes interesadas, mediante la creación de un informe de campaña de marketing por correo electrónico.

Ejecuta tu propia campaña de marketing por correo electrónico

Tendrás que crear, gestionar, hacer seguimiento y completar una campaña de marketing por correo electrónico a modo de prueba. Se te dará un negocio ficticio para desarrollar la campaña y deberás emplear todas las estrategias, herramientas y trucos que hayas aprendido durante este curso para completarla. En primer lugar, deberás establecer objetivos SMART. Luego, deberás segmentar tu lista de correo electrónico y completar una serie de correos. Finalmente, completarás la campaña y finalizarás el curso analizando tus resultados y presentándoselos a las partes interesadas.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Diseñada para principiantes sin experiencia previa en marketing digital

Brinda una base sólida para estudiantes intermedios en marketing

Desarrolla habilidades profesionales en marketing por correo electrónico, preparándote para el mercado laboral

El plan de estudios está alineado con los objetivos de negocio y las prácticas de la industria

Los instructores son expertos en marketing digital y comercio electrónico de Google

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Creatividad en la bandeja de entrada: marketing por correo electrónico with these activities:

Analizar campañas de correo electrónico exitosas

Show steps

Analizar campañas de correo electrónico exitosas te ayudará a comprender las mejores prácticas y aprender de los éxitos de otros profesionales del marketing.

Show steps

Reúnete con un compañero o grupo de estudio
Selecciona una campaña de correo electrónico exitosa para analizar
Examina los elementos clave de la campaña, como el asunto, el cuerpo del correo electrónico y el llamado a la acción
Discute las estrategias y tácticas que contribuyeron al éxito de la campaña

Show all one activities

Career center

Learners who complete Creatividad en la bandeja de entrada: marketing por correo electrónico will develop knowledge and skills that may be useful to these careers:

Marketing Manager

A Marketing Manager oversees all aspects of a company's marketing strategy, including email marketing. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to develop and execute email marketing campaigns, track campaign performance, and analyze data to improve results. With this course under your belt, you'll be well-equipped to help businesses achieve their marketing goals through email and other marketing channels.

See salaries and explore the career path for Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager oversees all aspects of a company's digital marketing strategy, including email marketing. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to develop and execute email marketing campaigns, track campaign performance, and analyze data to improve results. With this course under your belt, you'll be well-equipped to help businesses achieve their marketing goals through email and other digital channels.

See salaries and explore the career path for Digital Marketing Manager

Marketing Consultant

A Marketing Consultant provides guidance and support to businesses on all aspects of their marketing strategy, including email marketing. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to develop and execute email marketing campaigns, track campaign performance, and analyze data to improve results. With this course under your belt, you'll be well-equipped to help businesses achieve their marketing goals through email and other marketing channels.

See salaries and explore the career path for Marketing Consultant

Email Marketing Specialist

An Email Marketing Specialist plans and executes email marketing campaigns to build relationships with customers and promote products and services. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to write effective email copy, design eye-catching visuals, and track campaign performance. With this course under your belt, you'll be well-equipped to help businesses reach their target audiences and achieve their marketing goals through email.

See salaries and explore the career path for Email Marketing Specialist

E-commerce Manager

An E-commerce Manager oversees all aspects of a company's e-commerce strategy, including email marketing. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to develop and execute email marketing campaigns, track campaign performance, and analyze data to improve results. With this course under your belt, you'll be well-equipped to help businesses achieve their marketing goals through email and other e-commerce channels.

See salaries and explore the career path for E-commerce Manager

Content Writer

A Content Writer creates written content for a variety of purposes, including email marketing campaigns. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to write effective email copy, design eye-catching visuals, and track campaign performance. With this course under your belt, you'll be well-equipped to help businesses create engaging and persuasive email content that drives results.

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Public relations manager

A Public Relations Manager oversees all aspects of a company's public relations strategy, including email marketing. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to develop and execute email marketing campaigns, track campaign performance, and analyze data to improve results. With this course under your belt, you'll be well-equipped to help businesses build relationships with key stakeholders and promote their products and services through email and other public relations channels.

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Product Manager

A Product Manager oversees all aspects of a company's product strategy, including email marketing. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to develop and execute email marketing campaigns, track campaign performance, and analyze data to improve results. With this course under your belt, you'll be well-equipped to help businesses launch and grow successful products through email and other marketing channels.

See salaries and explore the career path for Product Manager

Customer Relationship Manager

A Customer Relationship Manager (CRM) builds and maintains relationships with customers to drive sales and improve customer satisfaction. The course “Creativity in the Inbox: Email Marketing” can help you develop the skills needed to succeed in this role, such as how to develop and execute email marketing campaigns, track campaign performance, and analyze data to improve results. With this course under your belt, you'll be well-equipped to help businesses build lasting relationships with their customers through email and other CRM channels.

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Data Analyst

A Data Analyst collects and analyzes data to identify trends and patterns. The course “Creativity in the Inbox: Email Marketing” may be useful for this role, as it can help you develop the skills needed to collect and analyze data, and make recommendations for improving business processes. With this course under your belt, you'll be well-equipped to help businesses improve their email marketing campaigns and other business processes.

See salaries and explore the career path for Data Analyst

Business Analyst

A Business Analyst analyzes business processes and data to identify opportunities for improvement. The course “Creativity in the Inbox: Email Marketing” may be useful for this role, as it can help you develop the skills needed to collect and analyze data, and make recommendations for improving business processes. With this course under your belt, you'll be well-equipped to help businesses improve their email marketing campaigns and other business processes.

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Graphic designer

A Graphic Designer creates visual content, such as logos, brochures, and websites. The course “Creativity in the Inbox: Email Marketing” may be useful for this role, as it can help you develop the skills needed to understand the business requirements of visual content, and design and develop visual content that meets those requirements. With this course under your belt, you'll be well-equipped to help businesses develop visual content that meets their needs.

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Web Developer

A Web Developer designs, develops, and maintains websites. The course “Creativity in the Inbox: Email Marketing” may be useful for this role, as it can help you develop the skills needed to understand the business requirements of websites, and design and develop websites that meet those requirements. With this course under your belt, you'll be well-equipped to help businesses develop websites that meet their needs.

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Software Engineer

A Software Engineer designs, develops, and maintains software applications. The course “Creativity in the Inbox: Email Marketing” may be useful for this role, as it can help you develop the skills needed to understand the business requirements of software applications, and design and develop software solutions that meet those requirements. With this course under your belt, you'll be well-equipped to help businesses develop software applications that meet their needs.

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Social Media Manager

A Social Media Manager develops and executes social media strategies for businesses. The course “Creativity in the Inbox: Email Marketing” may be useful for this role, as it can help you develop the skills needed to understand the business requirements of social media strategies, and design and execute social media strategies that meet those requirements. With this course under your belt, you'll be well-equipped to help businesses develop social media strategies that meet their needs.

See salaries and explore the career path for Social Media Manager