{"id":2622,"date":"2014-04-09T07:33:13","date_gmt":"2014-04-09T07:33:13","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2622"},"modified":"2014-04-09T07:33:13","modified_gmt":"2014-04-09T07:33:13","slug":"la-importancia-del-testeo-en-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/la-importancia-del-testeo-en-email-marketing\/","title":{"rendered":"The importance of testing in email marketing"},"content":{"rendered":"<p>La clave del \u00e9xito del email marketing es saber c\u00f3mo manejar la informaci\u00f3n de que disponemos para lograr nuestros objetivos. La informaci\u00f3n m\u00e1s valiosa a nuestro alcance es aquella sobre el comportamiento real de nuestros receptores. Esta informaci\u00f3n la podemos conseguir a posteriori de un env\u00edo, analizando los resultados obtenidos de aperura, clicks, conversi\u00f3n\u2026 pero tambi\u00e9n podemos recabar informaci\u00f3n a priori mediante tests (<strong>comprobar resultados de una distintas versiones de nuestro email en una muestra de los receptores y enviar la versi\u00f3n ganadora<\/strong>). Implementar una<strong> rutina de testeo<\/strong> puede ser vital para mejorar significativamente nuestros resultados en email marketing.<!--more--><br \/>\nY<strong> \u00bfQu\u00e9 podemos testear para mejorar estos resultados?<\/strong><\/p>\n<ul>\n<li><strong>Subject<\/strong>: Corto\/Largo, descriptivo\/ intrigante, imperativo\/interrogativo, personalizado\/no personalizado, etc.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/asuntos.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-2623 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/asuntos.jpg\" alt=\"Test Asuntos Email\" width=\"483\" height=\"245\" \/><\/a><\/p>\n<ul>\n<li><strong>Call to action<\/strong>: color\/tama\u00f1o\/localizaci\u00f3n\/repetici\u00f3n\u2026<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/CALLTOACTION1.jpg\"><img decoding=\"async\" class=\"wp-image-2627 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/CALLTOACTION1.jpg\" alt=\"Test Call to action\" width=\"350\" height=\"207\" \/><\/a><\/p>\n<ul>\n<li><strong>Personalisation<\/strong>: no personalizado\/ personalizaci\u00f3n con nombre\/ personalizaci\u00f3n con nombre y apellidos\u2026<\/li>\n<li><strong>Formato<\/strong>: texto plano, HTML+texto\u2026<\/li>\n<li>Preponderancia de la <strong>imagen<\/strong> o del <strong>text<\/strong><\/li>\n<li><strong>Tama\u00f1o<\/strong> del contenido<\/li>\n<li><strong>D\u00eda y hora<\/strong> de env\u00edo<\/li>\n<li><strong>Versi\u00f3n m\u00f3vil\/escritorio\/responsive<\/strong><\/li>\n<\/ul>\n<p>En env\u00edos peri\u00f3dicos podemos tambi\u00e9n sistematizar un testeo que consista en enviar una versi\u00f3n distinta a cada mitad de la base de datos y analizar los resultados a lo largo del tiempo para ir adaptando nuestros emailings a las opciones con mejores resultados.<br \/>\nPor otro lado, es importante destacar, que un test efectivo ha de jugar con una sola variable, ya que si variamos m\u00e1s de un factor en el email no sabremos cu\u00e1l est\u00e1 produciendo un resultado distinto.<br \/>\nSi quieres aprender m\u00e1s sobre testeo en Email Marketing, puedes<a title=\"Testeo en Email Marketing\" href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/la-guia-definitiva-del-testeo-en-email-marketing\/\" target=\"_blank\" rel=\"noopener\"> descargarte gratis nuestro ebook.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>La clave del \u00e9xito del email marketing es saber c\u00f3mo manejar la informaci\u00f3n de que disponemos para lograr nuestros objetivos. La informaci\u00f3n m\u00e1s valiosa a nuestro alcance es aquella sobre el comportamiento real de nuestros receptores. Esta informaci\u00f3n la podemos conseguir a posteriori de un env\u00edo, analizando los resultados obtenidos de aperura, clicks, conversi\u00f3n\u2026 pero [&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":[53,37],"tags":[],"post_folder":[],"class_list":["post-2622","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>La importancia del testeo en Email Marketing - 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\/la-importancia-del-testeo-en-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La importancia del testeo en Email Marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"La clave del \u00e9xito del email marketing es saber c\u00f3mo manejar la informaci\u00f3n de que disponemos para lograr nuestros objetivos. La informaci\u00f3n m\u00e1s valiosa a nuestro alcance es aquella sobre el comportamiento real de nuestros receptores. Esta informaci\u00f3n la podemos conseguir a posteriori de un env\u00edo, analizando los resultados obtenidos de aperura, clicks, conversi\u00f3n\u2026 pero [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/la-importancia-del-testeo-en-email-marketing\/\" \/>\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=\"2014-04-09T07:33:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/CALLTOACTION1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"295\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-del-testeo-en-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-del-testeo-en-email-marketing\/\"},\"author\":{\"name\":\"alecastellano\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe\"},\"headline\":\"La importancia del testeo en Email Marketing\",\"datePublished\":\"2014-04-09T07:33:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-del-testeo-en-email-marketing\/\"},\"wordCount\":288,\"commentCount\":4,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-del-testeo-en-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/asuntos.jpg\",\"articleSection\":[\"An\u00e1lisis y m\u00e9tricas\",\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-del-testeo-en-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/la-importancia-del-testeo-en-email-marketing\/\",\"name\":\"La importancia del testeo en Email Marketing - 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