{"id":2556,"date":"2014-02-17T07:02:22","date_gmt":"2014-02-17T07:02:22","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2556"},"modified":"2014-02-17T07:02:22","modified_gmt":"2014-02-17T07:02:22","slug":"mejorar-la-tasa-de-apertura-no-ha-de-ser-tu-prioridad","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/mejorar-la-tasa-de-apertura-no-ha-de-ser-tu-prioridad\/","title":{"rendered":"Improving the open rate should not be your priority."},"content":{"rendered":"<p>We found many articles on the Internet on how to <a title=\"Open rates by sector in Email Marketing. Benchmark 2014\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/tasa-de-apertura-por-sector-email-marketing-2015\/\"><b>improve the open rate<\/b><\/a> and it is reasonable considering that the opening of an email is the condition <i>sine qua non<\/i> the user establishes a conversation with the company through this medium. However, we never tire of repeating that optimising the open rate should not always be the main objective of an email marketing campaign or strategy.<!--more--><br \/>\n<b>A\/B testing, subject and sender optimisation<\/b> and other factors can help us to obtain better data on opening ratios, however, an in-depth analysis of the data obtained can provide us with other interesting information.<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/02\/open_envelope_4976.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-2561 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/02\/open_envelope_4976.jpg\" alt=\"open_envelope_4976\" width=\"256\" height=\"256\" \/><\/a><br \/>\nFor example, let's look at the following scenario:<br \/>\nIn an A\/B test option b with a very short and concise subject line gets a higher open rate. These tests are used in many cases to analyse the effect of the subject line on this ratio, so we might think that the winning option would be B. However, when we go further and look at other data in the report, we often see that <b>the \"loser\" option in terms of open rate offers better data for the <a title=\"Open rates by sector in Email Marketing. Benchmark 2014\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/tasas-de-apertura-por-sector-en-email-marketing-benchmark-2014\/\">click rate and reactivity<\/a><\/b>. In this case, option A, with a longer and more descriptive subject line, yielded higher reactivity data. It is a common scenario: shorter subject lines move to action more easily, but more descriptive subject lines lead to action for users who are more interested in the content. This means that with a shorter subject line we may be driving impulse opens, but one that is more focused on the relationship with the content of the email encourages a more qualified open, from users with real interest.<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/02\/TEST-A-B-EMAIL-MARKETING.png\"><img decoding=\"async\" class=\"size-full wp-image-2560 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/02\/TEST-A-B-EMAIL-MARKETING.png\" alt=\"Test A\/B Email Marketing\" width=\"596\" height=\"117\" \/><\/a><br \/>\nUltimately, the open rate is important, but the objective of the email marketing strategy should look beyond that and be guided more by <strong>conversion targets<\/strong> and desired actions by users than by simply opening our campaigns.<br \/>\n&nbsp;<br \/>\n<strong>NOTE<\/strong>: The<a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/tasa-de-apertura-por-sector-email-marketing-2015\/\"> opening rate<\/a> does become more important in strategies aimed at warming up IPs, optimising deliverability, ... as it is a key indicator of the reputation of senders.<br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Encontramos muchos art\u00edculos en Internet sobre c\u00f3mo mejorar la tasa de apertura y es razonable teniendo en cuenta que la apertura de un email es la condici\u00f3n sine qua non el usuario establece una conversaci\u00f3n con la empresa a trav\u00e9s de este medio. Sin embargo, no nos cansamos de repetir que la optimizaci\u00f3n de la [&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":[37,71],"tags":[],"post_folder":[],"class_list":["post-2556","post","type-post","status-publish","format-standard","hentry","category-blog","category-tasa-de-apertura"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mejorar la tasa de apertura no ha de ser tu prioridad - 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\/mejorar-la-tasa-de-apertura-no-ha-de-ser-tu-prioridad\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mejorar la tasa de apertura no ha de ser tu prioridad - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Encontramos muchos art\u00edculos en Internet sobre c\u00f3mo mejorar la tasa de apertura y es razonable teniendo en cuenta que la apertura de un email es la condici\u00f3n sine qua non el usuario establece una conversaci\u00f3n con la empresa a trav\u00e9s de este medio. 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