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Blog, Opening Rate

3 Email Best Practices you should reconsider(II): Optimising open rate

14 August 2013 Jordi Puig Comments Off on 3 Email Best Practices que deberías reconsiderar(II): Optimizar la tasa de apertura

Dentro de las Best Practices a las que da un repaso Dela Quist en su webminar “Approach with caution: 3 email best practices to think twice about“ y tras analizar el primer punto  (Test A/B) en el anterior artículo. Encontramos en segundo lugar:
tasa-de-apertura-email-marketing
 Optimizar la tasa de apertura
La gente se obsesiona en obtener mayores tasas de apertura y lo logra segmentando las listas para dar información relevante a sus usuarios. De esta manera, si mandamos un email a 100 personas y obtenemos un 70% de apertura estaremos satisfechos y al contrario, si sobre una lista de 100.000 obtenemos un 5% de apertura. Quist recomienda no perder de vista los números totales y dejar de fijarnos en las tasas o porcentajes que no aportan una información tan valiosa. Es decir, que deberíamos saber ver que una tasa del 5% sobre 100.000 alcanza a 5.000 usuarios y una tasa de 70% sobre 100, a tan solo 70.
Además, ya lo apuntaba Quist cuando ablaba del Test A/B, debemos ser muy conscientes de si lo que necesitamos es realmente optimizar la apertura o lo que nos interesa es optimizar la conversión, ya que no son variables equivalentes y el esfuerzo dirigido a optimizar la apertura puede no aportar nada a la conversión del email.
Dela Quist apuesta por el tamaño de la lista y por la necesidad de envíos masivos, aunque matiza que la segmentación es importante. En cualquier caso debemos equilibrar nuestros objetivos de alcance con el cuidado de la reputación de la IP, como hemos visto en artículos anteriores. Os recomendamos escuchar el webminar para entender mejor su postura.

  • Roi Email Marketing
  • Opening Rate
Jordi Puig

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