{"id":1315,"date":"2013-01-04T17:01:19","date_gmt":"2013-01-04T16:01:19","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=1315"},"modified":"2013-01-04T17:01:19","modified_gmt":"2013-01-04T16:01:19","slug":"como-determinar-el-impacto-de-una-accion-de-email-marketing-en-el-comprador","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/como-determinar-el-impacto-de-una-accion-de-email-marketing-en-el-comprador\/","title":{"rendered":"How to determine the impact of an email marketing action on the shopper"},"content":{"rendered":"<p><span style=\"color: #000000;\">Email marketing is a trigger for certain consumer behaviours. These behaviours are always linked to a purchase process, either in the initial consideration phase of a product or service, or in the final decision phase.<\/span><br \/>\n<span style=\"color: #000000;\"><strong>Email marketing helps build brand image and brand consideration as an alternative once a consumer recognises a need.<\/strong>. Let's keep in mind that the frequency with which we communicate with our users must be sufficient to be their <strong>\"top of mind<\/strong> and at the same time beware of commercial pressure, too much of which can be counterproductive.<\/span><br \/>\n<!more--><br \/>\n<span style=\"color: #000000;\">It is not always the case that a promotional email arrives just at the moment when the purchase decision has been made, so we find ourselves in a situation where we have to make a decision to buy.<strong> The situation is similar to what we find when we advertise on television: we have no means to impute an off-line sale to a specific advertising action.<\/strong> However, we can establish a direct correlation between opening and clicking on an email and an online sale occurring, for example, within 30 days of the click.<\/span><br \/>\n<span style=\"color: #000000;\">More and more brands, especially retailers, are applying techniques to measure the indirect sales generated by email marketing actions. One of the most useful techniques is the inclusion, in the email, of a unique code to be redeemed in the physical shop. This code is registered at the Point of Sale, so that the email from which it comes and the rest of the information associated with the transaction is associated with it. <strong>Another method is the 10-day rule.<\/strong>If John receives an email with an offer for a product and within 10 days he makes a purchase of that product in one of our physical shops, we can attribute the sale to the emailing.<\/span><br \/>\n<span style=\"color: #000000;\">Not only are there promotional emails that aim to convert to direct sales, but the objectives of each email marketing action are determined by the overall strategy in the context of the Customer Lifecycle.<\/span><br \/>\n<span style=\"color: #000000;\"><strong>Delivery, open, click-through rate, unsubscribes and MGM (Share Wyth Your Network -SWYN- and Forward to a friend -FTAF-) metrics are indicators of how relevant we are to our users.<\/strong> It is important to have a history of metrics for each of the types of emails, whether they are promotional, part of a welcome programme, transactional, etc.<\/span><br \/>\n<span style=\"color: #000000;\">As we move from a mass approach to a relational approach, we will see the metrics start to improve.<\/span><br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>El email marketing\u00a0 es un activador de determinados comportamientos en el consumidor. Estos comportamientos est\u00e1n siempre vinculados con un proceso de compra, bien en la fase inicial de consideraci\u00f3n de un producto o servicio, bien en la fase de decisi\u00f3n final. El email marketing ayuda a construir la imagen de marca y que \u00e9sta sea [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,37],"tags":[],"post_folder":[],"class_list":["post-1315","post","type-post","status-publish","format-standard","hentry","category-analisis-metricas","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo determinar el impacto de una acci\u00f3n de email marketing en el comprador - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/como-determinar-el-impacto-de-una-accion-de-email-marketing-en-el-comprador\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo determinar el impacto de una acci\u00f3n de email marketing en el comprador - Digital Response\" \/>\n<meta property=\"og:description\" content=\"El email marketing\u00a0 es un activador de determinados comportamientos en el consumidor. Estos comportamientos est\u00e1n siempre vinculados con un proceso de compra, bien en la fase inicial de consideraci\u00f3n de un producto o servicio, bien en la fase de decisi\u00f3n final. 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