{"id":1931,"date":"2013-08-16T07:00:32","date_gmt":"2013-08-16T07:00:32","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=1931"},"modified":"2013-08-16T07:00:32","modified_gmt":"2013-08-16T07:00:32","slug":"3-email-best-practices-que-deberias-reconsiderar-eliminar-usuarios-inactivos","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/3-email-best-practices-que-deberias-reconsiderar-eliminar-usuarios-inactivos\/","title":{"rendered":"3 Email Best Practices you should reconsider: Remove inactive users"},"content":{"rendered":"<blockquote><p>\"I have never seen a mailing list where the 10% of users (which we consider the most active) generate more monetary value than the other 90% as a whole\".<\/p><\/blockquote>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/08\/eliminar-usuarios-inactivos-tasa-de-apertura.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-1932 aligncenter\" alt=\"eliminar-usuarios-inactivos-tasa-de-apertura\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/08\/eliminar-usuarios-inactivos-tasa-de-apertura.png\" width=\"612\" height=\"445\" \/><\/a><br \/>\n<!--more-->En esta tabla observamos que, la<strong> suma del total del ROI obtenido con los usuarios menos activos es superior al peque\u00f1o grupo de usuarios m\u00e1s activos<\/strong>. Este es el argumento que utiliza Quist para prevenirnos sobre eliminar usuarios inactivos. Afirma, con toda la raz\u00f3n, que<strong> no se puede establecer engagement con un mail que no se env\u00eda<\/strong>, y por tanto, aunque el usuario no est\u00e9 mostrando inter\u00e9s, cada email que se le env\u00eda est\u00e1 generando una posibilidad.<br \/>\nDesde Digital Response pensamos que Dela Quist est\u00e1 en lo cierto en muchas de sus afirmaciones, pero pensamos que se debe matizar tanto la respuesta de Quist como la afirmaci\u00f3n original en cada caso. Es decir, es positivo repensar estas estrategias, pero tampoco debemos aplicar siempre las ideas que aporta Quist, ya que su eficiencia depender\u00e1 del caso que nos ocupe.<strong> La estrategia a seguir depende\u00a0 del cliente que estemos tratando, del tipo de audiencia y el comportamiento que podamos testea<\/strong>r en cada campa\u00f1a concreta.<br \/>\nA partir de las reflexiones de Quist y aportando nuestro punto de vista estas son las conclusiones:<br \/>\n&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Para testear es importante, primero saber cu\u00e1l es el<strong> objetivo del test y la utilidad de los resultados<\/strong>, y no dejarnos absorber por los datos de apertura sin tener en cuenta la conversi\u00f3n real.<br \/>\n\u2013\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Los tests necesitan cierto tiempo<\/strong> para aportar datos relevantes.<br \/>\n&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Las tasas y porcentajes son importantes para ciertos an\u00e1lisis, pero<strong> no te olvides de los n\u00fameros reales.<\/strong><br \/>\n&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Trata de<strong> reactivar a los usuarios inactivos<\/strong> antes de tomar la decisi\u00f3n de eliminarlos.<br \/>\n\u2013\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>El tama\u00f1o de la lista importa, pero cuida tu reputaci\u00f3n<\/strong>. Combina una estrategia de alcance (llegar al mayor n\u00famero de usuarios), con estrategias para mantener la reputaci\u00f3n de tus env\u00edos (como las que vimos en el articulo anterior).<br \/>\n\u00bfQu\u00e9 opin\u00e1is sobre las ideas de Quist? \u00bfCu\u00e1l es vuestra experiencia con la gesti\u00f3n de usuarios inactivos?<\/p>","protected":false},"excerpt":{"rendered":"<p>\"I have never seen a mailing list where the 10% of users (which we consider the most active) generate more monetary value than the other 90% as a whole\".<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,47],"tags":[81],"post_folder":[],"class_list":["post-1931","post","type-post","status-publish","format-standard","hentry","category-blog","category-listas-de-correo","tag-usuarios-inactivos"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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