{"id":3080,"date":"2014-07-08T16:49:42","date_gmt":"2014-07-08T16:49:42","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3080"},"modified":"2014-07-08T16:49:42","modified_gmt":"2014-07-08T16:49:42","slug":"tasas-de-apertura-por-sector-en-email-marketing-benchmark-2014","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/tasas-de-apertura-por-sector-en-email-marketing-benchmark-2014\/","title":{"rendered":"Open rates by sector in Email Marketing. Benchmark 2014"},"content":{"rendered":"<p>Nos hacemos eco en este post de los datos m\u00e1s significativos que se desprenden del reciente <strong>benchmark que Experian Marketing Services ha publicado con los resultados del Email Marketing<\/strong> en los mercados franc\u00e9s, alem\u00e1n y espa\u00f1ol.<br \/>\nEn Espa\u00f1a la tasa media de \u00ab<strong>bounces<\/strong>\u00bb es la mitad que la de Francia y ligeramente superior a la de Alemania. Los profesionales espa\u00f1oles est\u00e1n haciendo bien las cosas en cuanto a depuraci\u00f3n y gesti\u00f3n de rebotados. Cabe destacar que son los sectores donde el usuario tiene un mayor grado de implicaci\u00f3n con respecto a la gesti\u00f3n de los emails comerciales (moda, venta a distancia, ONG\u00b4s) aquellos en los que se da una menor tasa de rebotados. Por el contrario, en B2B sigue manifest\u00e1ndose el d\u00e9ficit que tenemos en Espa\u00f1a en cuanto a la calidad de las bases de datos.<!--more--><br \/>\n<figure id=\"attachment_3084\" aria-describedby=\"caption-attachment-3084\" style=\"width: 489px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/07\/Bounces_pais.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-3084\" title=\"Bounces\" alt=\"Bounces\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/07\/Bounces_pais.png\" width=\"489\" height=\"306\" \/><\/a><figcaption id=\"caption-attachment-3084\" class=\"wp-caption-text\">Source: Experian Marketing Services<\/figcaption><\/figure><br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\nAs for the <strong>tasas de abridores (<\/strong>usuarios \u00fanicos que han abierto el email \/ emails entregados), la media espa\u00f1ola es dos puntos inferior a la francesa. Destacan B2B, Banca \/ Seguros y moda como los tres sectores donde mayor es la tasa de abridores.<br \/>\n<figure id=\"attachment_3086\" aria-describedby=\"caption-attachment-3086\" style=\"width: 598px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/07\/aperturas_pais.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-3086\" title=\"Rate of openings\" alt=\"aperturas_pais\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/07\/aperturas_pais.png\" width=\"598\" height=\"366\" \/><\/a><figcaption id=\"caption-attachment-3086\" class=\"wp-caption-text\">Source: Experian Marketing Services<\/figcaption><\/figure><\/p>\n<p style=\"text-align: left;\">\u00a0Si nos fijamos en la <strong>reactividad<\/strong>, Espa\u00f1a y Francia tienen el mismo comportamiento, siendo moda y Retail los sectores con un mayor \u00edndice.<\/p>\n<p><figure id=\"attachment_3087\" aria-describedby=\"caption-attachment-3087\" style=\"width: 408px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/07\/reactividad_pais.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-3087\" title=\"Reactivity Rate\" alt=\"Reactividad\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/07\/reactividad_pais.png\" width=\"408\" height=\"308\" \/><\/a><figcaption id=\"caption-attachment-3087\" class=\"wp-caption-text\">Source: Experian Marketing Services<\/figcaption><\/figure><br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\nConsideraciones respecto a las m\u00e9tricas:<\/p>\n<ul>\n<li><strong>Abridores:<\/strong> usuarios \u00fanicos que han abierto, como m\u00ednimo, un email en una\u00a0campa\u00f1a.\u00a0Los cinco factores que inciden directamente en el comportamiento de\u00a0apertura de un email, son: el from (la identificaci\u00f3n del remitenete), el\u00a0asunto, el momento del env\u00edo (d\u00eda y hora), la experiencia previa que el\u00a0usuario haya tenido con otros emails recibidos de la marca y finalmente lo\u00a0relativo a la entregabilidad.\u00a0Una tasa de apertura pobre, puede mejorarse si se identifica cu\u00e1l o cu\u00e1les\u00a0de estos factores inciden en estos resultados y optimiz\u00e1ndolos.<\/li>\n<li><strong>Clickadores:<\/strong> usuarios \u00fanicos que han hecho, como m\u00ednimo, un click tras\u00a0abrir un email en una campa\u00f1a.\u00a0Los tres factores clave que inciden en el ratio de click, son la oferta, el\u00a0factor de relevancia del contenido respecto a las expectativas del usuario y el n\u00famero de enlaces clickables.<\/li>\n<li><strong>Reactividad:<\/strong> clickadores por cada 100 abridores.\u00a0La reactividad es una m\u00e9trica que indica el grado de inter\u00e9s del contenido\u00a0entre nuestra audiencia. Cuanto mayor es el grado de interacci\u00f3n entre los usuarios y el contenido, mayor es la reactividad.<\/li>\n<\/ul>\n<p>El Benchmark completo est\u00e1 disponible <a href=\"http:\/\/www.experian.es\/servicios-marketing\/benchmark-email-marketing-estudio-espana.html\" target=\"_blank\" rel=\"noopener\">here<\/a><br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Nos hacemos eco en este post de los datos m\u00e1s significativos que se desprenden del reciente benchmark que Experian Marketing Services ha publicado con los resultados del Email Marketing en los mercados franc\u00e9s, alem\u00e1n y espa\u00f1ol. En Espa\u00f1a la tasa media de \u00abbounces\u00bb es la mitad que la de Francia y ligeramente superior a la [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,71],"tags":[],"post_folder":[],"class_list":["post-3080","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>Tasas de apertura por sector en Email Marketing. 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