{"id":23,"date":"2015-08-18T09:52:15","date_gmt":"2015-08-18T09:52:15","guid":{"rendered":"http:\/\/localhost\/digitalresponsenew\/?p=23"},"modified":"2015-08-18T09:52:15","modified_gmt":"2015-08-18T09:52:15","slug":"case-study-nespresso-integra-facebook-los-codigos-qr-y-el-email-marketing-en-la-campana-nespresso-the-city","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/case-study-nespresso-integra-facebook-los-codigos-qr-y-el-email-marketing-en-la-campana-nespresso-the-city\/","title":{"rendered":"Case Study: Nespresso integrates Facebook, QR codes and email marketing in Nespresso &amp; The City campaign"},"content":{"rendered":"<p><strong>SUCCESS CASE<\/strong><\/p>\n<ul>\n<li>CLIENTE: <em>Nespresso <\/em>Business Solutions (DABA)<\/li>\n<li>AGENCIA: Digital Response (Cyberclick)<\/li>\n<li>CASO: Campa\u00f1a de email marketing para generar tr\u00e1fico a Facebook (aplicaci\u00f3n) y a cafeter\u00edas<\/li>\n<\/ul>\n<p>&nbsp;<br \/>\n<strong>SUMARIO<\/strong><br \/>\nDurante los meses de mayo y junio de 2013 la divisi\u00f3n B2B de <em>Nespresso<\/em> llev\u00f3 a cabo una acci\u00f3n de email marketing sobre la base de datos de socios del Club <em>Nespresso<\/em> de Barcelona, Madrid y Valencia, con el objetivo de llevar tr\u00e1fico a una aplicaci\u00f3n en Facebook. Mediante esta aplicaci\u00f3n, el usuario pod\u00eda descubrir las recetas <em>Nespresso<\/em> disponibles en las cafeter\u00edas dotadas de la m\u00e1quina AGUILA. Adem\u00e1s, la aplicaci\u00f3n generaba un voucher personalizado que se pod\u00eda redimir por una receta en una de las cafeter\u00edas participantes en la acci\u00f3n.<br \/>\nLa acci\u00f3n de email marketing fue la principal generadora de tr\u00e1fico a la aplicaci\u00f3n en Facebook, adem\u00e1s de generar tr\u00e1fico directo a las cafeter\u00edas.<br \/>\n&nbsp;<br \/>\n<strong>CAMPA\u00d1A<\/strong><br \/>\nCon el objetivo de aprovechar el impacto de la acci\u00f3n de email marketing, se decidi\u00f3 incluir tambi\u00e9n, en el emailing, un c\u00f3digo QR personalizado para que el usuario lo redimiera por una de las recetas <em>Nespresso<\/em> en la cafeter\u00eda<\/p>\n<ul>\n<li><strong>Paso 1: personalizaci\u00f3n del c\u00f3digo QR en el emailing y voucher.<\/strong><\/li>\n<\/ul>\n<p>Puesto que cada usuario recibir\u00eda un c\u00f3digo \u00fanico (lo que permitir\u00eda trazar las conversiones a nivel de usuario), y que el voucher con el c\u00f3digo QR se encontraba en una landing page externa, se tuvo de trasladar el c\u00f3digo QR de cada email a la landing. De este modo, cada landing page se personaliz\u00f3 con el c\u00f3digo QR de cada usuario.<br \/>\nUna vez en la landing page, el usuario pod\u00eda imprimir el voucher. Para una impresi\u00f3n responsable y econ\u00f3mica, el voucher inclu\u00eda colores en gama de gris, negro y blanco.<br \/>\n&nbsp;<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/ejemplo-email-marketing-nespresso.png\" rel=\"attachment wp-att-2333\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-2333 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/ejemplo-email-marketing-nespresso.png\" alt=\"ejemplo-email-marketing-nespresso\" width=\"550\" height=\"600\" \/><\/a><br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/08\/nespresso-case-study.png\" rel=\"attachment wp-att-5961\"><img decoding=\"async\" class=\"wp-image-5961 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/08\/nespresso-case-study.png\" alt=\"nespresso-case-study\" width=\"577\" height=\"299\" \/><\/a><br \/>\n&nbsp;<\/p>\n<ul>\n<li><strong>Paso 2: segmentaci\u00f3n de la bbdd.<\/strong><\/li>\n<\/ul>\n<p>Uno de los objetivos de la acci\u00f3n fue tambi\u00e9n trazar el comportamiento de los distintos segmentos de la base de datos. Exist\u00edan 4 grandes categor\u00edas de segmentaci\u00f3n basadas en datos sociodemogr\u00e1ficos con sus respectivas variaciones.<br \/>\nEn total, 24 combinaciones posibles que se tradujeron en 24 segmentos. Esto permiti\u00f3 reconocer qu\u00e9 segmentos de la base de datos tuvieron un mejor comportamiento. Esta informaci\u00f3n es muy \u00fatil, puesto que analizada temporalmente, permite entender qu\u00e9 tipo de segmento es m\u00e1s reactivo a qu\u00e9 tipo de acciones.<br \/>\n&nbsp;<\/p>\n<ul>\n<li><strong>Paso 3: Inclusi\u00f3n de un tracking de google analytics para determinar el origen del tr\u00e1fico en la aplicaci\u00f3n de Facebook (destino).<\/strong><\/li>\n<\/ul>\n<p>El emailing que se envi\u00f3 a cada uno de los segmentos inclu\u00eda un tracking de analyitics identificando la fuente, el medio, el contenido y la campa\u00f1a. De este modo, analizando el tr\u00e1fico a la aplicaci\u00f3n se pudo controlar en destino la validez de las m\u00e9tricas del email marketing. As\u00ed, por ejemplo, si el n\u00ba de clickers de la campa\u00f1a a un segmento determinado fue de 5000, el n\u00famero de visitantes \u00fanicos a la aplicaci\u00f3n de facebook provenientes de ese mismo segmento desde el punto de vista de analytics tendr\u00eda que ser tambi\u00e9n 5000.<br \/>\nLo interesante de la doble medici\u00f3n (en el email -origen- y en la aplicaci\u00f3n -destino-) es que permite detectar incongruencias y por ende determinar d\u00f3nde se puede haber errado por un lado, y dar fiabilidad a los resultados obtenidos por otro.<br \/>\n&nbsp;<\/p>\n<ul>\n<li><strong>Paso 4: reenv\u00edo a no abridores para maximizar las conversiones.<\/strong><\/li>\n<\/ul>\n<p>Una semana despu\u00e9s de la campa\u00f1a, se reenvi\u00f3 el emailing a todos aquellos usuarios que recibieron la primera pero que no la abrieron. Con esta acci\u00f3n se logr\u00f3 aumentar el n\u00famero de visitantes \u00fanicos a la aplicaci\u00f3n de Facebook y el de redenciones en las cafeter\u00edas.<br \/>\n&nbsp;<br \/>\n<strong>RESULTS<\/strong><br \/>\nTotal campa\u00f1a<br \/>\nAperturas*: 49,65%<br \/>\nTasa de Click**: 11,90%<br \/>\n<em>*Aperturas totales por cada 100 emails entregados<\/em><br \/>\n<em>** Clicks totales por cada 100 emails entregados<\/em><br \/>\n&nbsp;<br \/>\nEl 29% de los usuarios que abrieron el email visit\u00f3 la aplicaci\u00f3n en Facebook<br \/>\nUn 1,94% de usuarios que hicieron click y visitaron la aplicaci\u00f3n, canjearon tambi\u00e9n el cup\u00f3n en la cafeter\u00eda.<br \/>\n&nbsp;<br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>CASO DE \u00c9XITO CLIENTE: Nespresso Business Solutions (DABA) AGENCIA: Digital Response (Cyberclick) CASO: Campa\u00f1a de email marketing para generar tr\u00e1fico a Facebook (aplicaci\u00f3n) y a cafeter\u00edas &nbsp; SUMARIO Durante los meses de mayo y junio de 2013 la divisi\u00f3n B2B de Nespresso llev\u00f3 a cabo una acci\u00f3n de email marketing sobre la base de datos [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116],"tags":[],"post_folder":[],"class_list":["post-23","post","type-post","status-publish","format-standard","hentry","category-case-studies-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case Study: Nespresso integra Facebook, los c\u00f3digos QR y el email marketing en la campa\u00f1a Nespresso &amp; The City - 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\/case-study-nespresso-integra-facebook-los-codigos-qr-y-el-email-marketing-en-la-campana-nespresso-the-city\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study: Nespresso integra Facebook, los c\u00f3digos QR y el email marketing en la campa\u00f1a Nespresso &amp; The City - Digital Response\" \/>\n<meta property=\"og:description\" content=\"CASO DE \u00c9XITO CLIENTE: Nespresso Business Solutions (DABA) AGENCIA: Digital Response (Cyberclick) CASO: Campa\u00f1a de email marketing para generar tr\u00e1fico a Facebook (aplicaci\u00f3n) y a cafeter\u00edas &nbsp; SUMARIO Durante los meses de mayo y junio de 2013 la divisi\u00f3n B2B de Nespresso llev\u00f3 a cabo una acci\u00f3n de email marketing sobre la base de datos [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/case-study-nespresso-integra-facebook-los-codigos-qr-y-el-email-marketing-en-la-campana-nespresso-the-city\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-18T09:52:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/08\/nespresso.png\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"372\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"alecastellano\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"alecastellano\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/case-study-nespresso-integra-facebook-los-codigos-qr-y-el-email-marketing-en-la-campana-nespresso-the-city\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/case-study-nespresso-integra-facebook-los-codigos-qr-y-el-email-marketing-en-la-campana-nespresso-the-city\/\"},\"author\":{\"name\":\"alecastellano\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe\"},\"headline\":\"Case Study: Nespresso integra Facebook, los c\u00f3digos QR y el email marketing en la campa\u00f1a Nespresso &amp; 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