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Blog, Opening Rate

Open rates by sector in email marketing

28 August 2013 Jordi Puig Comments Off on Tasa de apertura por sector en email marketing

Llevamos unos días hablando de la opening rate, de cómo optimizarla y de que no debemos obsesionarnos con ello. No nos cansaremos de decir que aunque se trata de una métrica importante nuestros objetivos deben ir más allá y estar más orientados a la conversión.
Sin embargo, una situación con la que nos encontramos a menudo, es que los clientes nos pregunten «qué tasa de apertura deben esperar en sus campañas de email«. Para ello, frecuentemente aportamos benchmarcks y estudios que arrojan algo de luz sobre estos datos.

En referencia a esta cuestión, desde Graphic Mail han publicado recientemente datos interesantes basados en campañas de sus clientes. Se trata de un acercamiento a las tasas de apertura según los sectores, que puede ayudarnos a tener un punto de partida y saber que podemos esperar de nuestros emailings. Antes de fijarnos en estos datos debemos considerar que existen distintos tipos de email y que la tasa de apertura media varía considerablemente entre los emails periódicos informativos o promocionales(15-20%) y los emails transaccionales -relacionados con alguna acción del usuario: registro, compra, restaurar contraseña, etc.- (30-40%).

Tasa de apertura por Sector. Fuente: Graphic Mail
Tasa de apertura por Sector. Fuente: Graphic Mail

En la gráfica observamos que los sectores con mejores datos de apertura son las empresas de servicios B2B y el sector Retail.
Visite este enlace para ver la tasa de apertura por sector en 2014.

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Jordi Puig

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The fall in the opening rate in summer What can we do?

19 August 2013 Jordi Puig Comments Off on La caída de la tasa de apertura en verano ¿Qué podemos hacer?

August. The holidays are here and the "Out of office" autoresponders are on the rise. We also see, in many cases, a significant drop in the opening rates of our emails, even more so if we are talking about B2B mailings. This drop is natural, but it still worries many marketers and raises concerns about what to do [...]

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

Within the Best Practices reviewed by Dela Quist in his webinar "Approach with caution: 3 email best practices to think twice about" and after analysing the first point (A/B Test) in the previous article.

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