Diseño de un modelo de gestión del riesgo de crédito en la red de agentes de empresas de servicios posventa Utilización de los componentes financieros de los servicios posventa y algoritmos meta innovadores
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https://doi.org/10.5377/reice.v11i22.17363Palabras clave:
Email Marketing, Componentes electrónicos B2B, Herramientas de MarketingResumen
Los correos electrónicos se pueden utilizar como herramientas de marketing eficaces para difundir mensajes publicitarios a una lista de destinatarios objetivo. Sin embargo, enviar correos electrónicos sin una estrategia adecuada sólo conduciría a que un gran número de destinatarios ignoraran totalmente el correo electrónico, se dieran de baja de la lista de correo electrónico o lo marcaran como spam. Las estrategias de segmentación de correo electrónico intentan reducir dichos resultados y mejorar el rendimiento de la campaña de correo electrónico. Este artículo presenta el estudio de caso de una campaña de marketing por correo electrónico para la industria de componentes electrónicos de empresa a empresa (B2B). En este artículo se estudia el caso de Electronents, un proveedor B2B de componentes electrónicos, bajo un esquema de segmentación por ubicación geográfica en el que se eligen cuatro regiones diferentes. Los resultados de las cabras se analizan en función de múltiples métricas, incluida la tasa de apertura, la tasa de clics para abrir, la cantidad de quejas y la cantidad de suscripciones. Los resultados del estudio muestran que para lograr una campaña de email marketing eficaz es crucial invertir en datos adecuados y de calidad, así como definir un criterio de segmentación claro.
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Derechos de autor 2023 REICE: Revista Electrónica de Investigación en Ciencias Económicas
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