{"id":3247,"date":"2014-09-17T08:40:10","date_gmt":"2014-09-17T06:40:10","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3247"},"modified":"2014-09-17T08:40:10","modified_gmt":"2014-09-17T06:40:10","slug":"nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/","title":{"rendered":"Nuevo benchmark de herramientas de email marketing de Forrester"},"content":{"rendered":"<p>Acaba de publicarse uno de los <em>benchmark<\/em> de referencia en la industria acerca de <strong>proveedores de herramientas de email marketing<\/strong>. Se trata del <strong>Forrester Wave: Email Marketing Vendors, Q3 2014<\/strong>.<!--more--><br \/>\nEl trabajo eval\u00faa y compara a los nueve proveedores m\u00e1s relevantes para la firma; estos son: Acxiom, Epsilon, Experian Marketing Services, Responsys (Oracle), ExactTarget (Salesforce), Silverpop, StrongView, Yesmail y Zeta Interactive. <strong><a title=\"herramientas email marketing\" href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/email_marketing_herramientas_benchmark.pdf\" target=\"_blank\" rel=\"noopener\">Aqu\u00ed podr\u00e1s acceder al informe completo que compara estas herramientas de email marketing<\/a>.<\/strong><br \/>\nM\u00e1s all\u00e1 del an\u00e1lisis en profundidad de los distintos proveedores, e<strong>l informe es interesante por los resultados de una encuesta hecha a 89 profesionales del email marketing de distintas industrias<\/strong>. Un aspecto relevante que se desprende de la encuesta es que, en un contexto en el que el email marketing est\u00e1 integr\u00e1ndose con otros canales (en lo que ha venido a llamarse el <strong><a title=\"cross channel marketing\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross channel marketing<\/a>)<\/strong> son precisamente las t\u00e1cticas \u00abcl\u00e1sicas\u00bb del email marketing (personalizaci\u00f3n, triggers, contenido din\u00e1mico, etc.) las m\u00e1s utilizadas.<br \/>\n<figure id=\"attachment_3252\" aria-describedby=\"caption-attachment-3252\" style=\"width: 836px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/email_marketing_innovations.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-3252\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/email_marketing_innovations.png\" alt=\"Fuente: The Forrester Wave Q3 2014\" width=\"836\" height=\"597\" \/><\/a><figcaption id=\"caption-attachment-3252\" class=\"wp-caption-text\">Fuente: The Forrester Wave Q3 2014<\/figcaption><\/figure><br \/>\nEm segundo lugar, los tres objetivos principales para los que los <em>emarketers<\/em> se apoyan en el email marketing son la <strong>retenci\u00f3n de clientes, la generaci\u00f3n de ventas y la fidelizaci\u00f3n<\/strong>.<br \/>\n<figure id=\"attachment_3253\" aria-describedby=\"caption-attachment-3253\" style=\"width: 802px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/objetivos_email_marketing.png\"><img decoding=\"async\" class=\"size-full wp-image-3253\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/objetivos_email_marketing.png\" alt=\"Fuente: Forrester Wave Q3 2014\" width=\"802\" height=\"607\" \/><\/a><figcaption id=\"caption-attachment-3253\" class=\"wp-caption-text\">Fuente: The Forrester Wave Q3 2014<\/figcaption><\/figure><br \/>\n<strong><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/tendencias-que-veremos-en-email-marketing-en-2014\/\" target=\"_blank\" rel=\"noopener\">La industria del email marketing est\u00e1 en uno de los momentos m\u00e1s interesantes<\/a><\/strong>, tanto desde el punto de vista de los actores en juego (v\u00e9anse las recientes adquisiciones de algunos proveedores o la aparici\u00f3n de nuevos players con propuestas muy innovadoras), como de su integraci\u00f3n con otras disciplinas del marketing directo e interactivo. De momento, el email marketing como disciplina sigue muy vivo, con unas pr\u00e1cticas\u00a0contrastadas y muy eficaces.<br \/>\n&nbsp;<br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Acaba de publicarse uno de los benchmark de referencia en la industria acerca de proveedores de herramientas de email marketing. Se trata del Forrester Wave: Email Marketing Vendors, Q3 2014.<\/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":[37,91],"tags":[],"post_folder":[],"class_list":["post-3247","post","type-post","status-publish","format-standard","hentry","category-blog","category-herramientas-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>Nuevo benchmark de herramientas de email marketing de Forrester - 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\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nuevo benchmark de herramientas de email marketing de Forrester - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Acaba de publicarse uno de los benchmark de referencia en la industria acerca de proveedores de herramientas de email marketing. Se trata del Forrester Wave: Email Marketing Vendors, Q3 2014.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/\" \/>\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=\"2014-09-17T06:40:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/email_marketing_innovations.png\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\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=\"Jordi Puig\" \/>\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\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"Nuevo benchmark de herramientas de email marketing de Forrester\",\"datePublished\":\"2014-09-17T06:40:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/\"},\"wordCount\":308,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/email_marketing_innovations.png\",\"articleSection\":[\"Blog\",\"Herramientas de Email Marketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/\",\"url\":\"https:\/\/www.digitalresponse.es\/nuevo-benchmark-de-herramientas-de-email-marketing-de-forrester\/\",\"name\":\"Nuevo benchmark de herramientas de email marketing de Forrester - 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