{"id":3637,"date":"2014-12-01T07:59:19","date_gmt":"2014-12-01T06:59:19","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3637"},"modified":"2014-12-01T07:59:19","modified_gmt":"2014-12-01T06:59:19","slug":"como-medir-el-exito-de-una-campana-de-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/como-medir-el-exito-de-una-campana-de-email-marketing\/","title":{"rendered":"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing"},"content":{"rendered":"<p>En otras ocasiones hemos se\u00f1alado que <a title=\"Improving the open rate should not be your priority.\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/mejorar-la-tasa-de-apertura-no-ha-de-ser-tu-prioridad\/\">la tasa de apertura no es la \u00fanica m\u00e9trica de importancia en email marketing<\/a>. Para medir el \u00e9xito de una campa\u00f1a de email marketing lo primero es <strong>tener bien definidos los objetivos<\/strong>. No podremos hallar conclusiones si saltamos este primer paso.<!--more--><br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-2952 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg\" alt=\"roi email marketing\" width=\"483\" height=\"379\" \/><\/a><br \/>\nUna vez definidos los objetivos, deberemos <strong>focalizar la atenci\u00f3n sobre las m\u00e9tricas que nos indican el nivel de consecuci\u00f3n<\/strong> de los mismos.\u00a0<a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/tasa-de-apertura-por-sector-email-marketing-2015\/\">Optimizar\u00a0la apertura<\/a> de un email es un objetivo b\u00e1sico de cualquier campa\u00f1a, pero la apertura<em> per se<\/em> puede no ser relevante para los objetivos \u00faltimos de nuestros emails. Por ejemplo, podr\u00edamos tener el caso de un email con un asunto muy atractivo que logra altas tasas de apertura, pero un contenido poco relacionado con dicho subject, y por tanto un ratio muy bajo de interacci\u00f3n con el contenido.<br \/>\nSi tenemos como objetivo la mera difusi\u00f3n de un contenido, la <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/tasa-de-apertura-por-sector-email-marketing-2015\/\">tasa\u00a0de apertura<\/a> ser\u00e1 una de las m\u00e9tricas m\u00e1s interesantes, pero <strong>en la mayor\u00eda de los casos, el objetivo final es una acci\u00f3n por parte del usuario<\/strong> (una compra, la descarga de un contenido, cumplimentar un formulario&#8230;), y por ello, l<strong>a tasa de click y finalmente la conversi\u00f3n<\/strong> de los objetivos establecidos, son los datos m\u00e1s relevantes.<br \/>\nUn obst\u00e1culo que se suele encontrar a la hora de determinar el \u00e9xito de las acciones de email marketing es la<strong> falta de acceso a datos de conversi\u00f3n<\/strong> o incluso la <strong>falta de concreci\u00f3n en la definici\u00f3n de objetivos,<\/strong> que dificulta escoger y analizar las m\u00e9tricas pertinentes. \u00bfNo est\u00e1s prestando suficiente atenci\u00f3n a la conversi\u00f3n de tus acciones de email marketing? En email marketing tenemos\u00a0la ventaja de poder identificar la procedencia de nuestro tr\u00e1fico, rastrear el comportamiento de los usuarios, al contrario que en otros canales de comunicaci\u00f3n, por lo que no debemos dejar pasar la oportunidad de<a title=\"The importance of testing in email marketing\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/la-importancia-del-testeo-en-email-marketing\/\" target=\"_blank\" rel=\"noopener\"> analizar, extraer conclusiones y tomar decisiones <\/a>en base a estos hallazgos. Un buen an\u00e1lisis es la base para llevar los resultados de nuestras acciones al siguiente nivel.<\/p>","protected":false},"excerpt":{"rendered":"<p>En otras ocasiones hemos se\u00f1alado que la tasa de apertura no es la \u00fanica m\u00e9trica de importancia en email marketing. Para medir el \u00e9xito de una campa\u00f1a de email marketing lo primero es tener bien definidos los objetivos. No podremos hallar conclusiones si saltamos este primer paso.<\/p>","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-3637","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>C\u00f3mo medir el \u00e9xito de una campa\u00f1a de 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\/como-medir-el-exito-de-una-campana-de-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En otras ocasiones hemos se\u00f1alado que la tasa de apertura no es la \u00fanica m\u00e9trica de importancia en email marketing. Para medir el \u00e9xito de una campa\u00f1a de email marketing lo primero es tener bien definidos los objetivos. No podremos hallar conclusiones si saltamos este primer paso.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/como-medir-el-exito-de-una-campana-de-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=\"2014-12-01T06:59:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"483\" \/>\n\t<meta property=\"og:image:height\" content=\"379\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/\"},\"author\":{\"name\":\"alecastellano\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe\"},\"headline\":\"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing\",\"datePublished\":\"2014-12-01T06:59:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/\"},\"wordCount\":372,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg\",\"articleSection\":[\"Blog\",\"Tasa de Apertura\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/\",\"name\":\"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing - Digital Response\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg\",\"datePublished\":\"2014-12-01T06:59:19+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage\",\"url\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg\",\"contentUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/www.digitalresponse.es\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.digitalresponse.es\/#website\",\"url\":\"https:\/\/www.digitalresponse.es\/\",\"name\":\"Digital Response\",\"description\":\"Email Marketing y Marketing Automation\",\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.digitalresponse.es\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\",\"name\":\"Digital Response\",\"url\":\"https:\/\/www.digitalresponse.es\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png\",\"contentUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png\",\"width\":500,\"height\":135,\"caption\":\"Digital Response\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/digitalresponse\",\"https:\/\/x.com\/dresponse\",\"https:\/\/www.linkedin.com\/company\/digital-response\/\",\"https:\/\/www.youtube.com\/channel\/UCuG-okZhhBKdzJpHRwMrnYg\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe\",\"name\":\"alecastellano\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/b575aa49eff0351da2a8fa6f3039d22c42013b460683c1a974fa308c8b42bf75?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/b575aa49eff0351da2a8fa6f3039d22c42013b460683c1a974fa308c8b42bf75?s=96&d=mm&r=g\",\"caption\":\"alecastellano\"},\"url\":\"https:\/\/www.digitalresponse.es\/en\/author\/alecastellano\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing - Digital Response","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.digitalresponse.es\/en\/como-medir-el-exito-de-una-campana-de-email-marketing\/","og_locale":"en_GB","og_type":"article","og_title":"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing - Digital Response","og_description":"En otras ocasiones hemos se\u00f1alado que la tasa de apertura no es la \u00fanica m\u00e9trica de importancia en email marketing. Para medir el \u00e9xito de una campa\u00f1a de email marketing lo primero es tener bien definidos los objetivos. No podremos hallar conclusiones si saltamos este primer paso.","og_url":"https:\/\/www.digitalresponse.es\/en\/como-medir-el-exito-de-una-campana-de-email-marketing\/","og_site_name":"Digital Response","article_publisher":"https:\/\/www.facebook.com\/digitalresponse","article_published_time":"2014-12-01T06:59:19+00:00","og_image":[{"width":483,"height":379,"url":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg","type":"image\/jpeg"}],"author":"alecastellano","twitter_card":"summary_large_image","twitter_creator":"@dresponse","twitter_site":"@dresponse","twitter_misc":{"Written by":"alecastellano","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#article","isPartOf":{"@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/"},"author":{"name":"alecastellano","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe"},"headline":"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing","datePublished":"2014-12-01T06:59:19+00:00","mainEntityOfPage":{"@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/"},"wordCount":372,"commentCount":0,"publisher":{"@id":"https:\/\/www.digitalresponse.es\/#organization"},"image":{"@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg","articleSection":["Blog","Tasa de Apertura"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/","url":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/","name":"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing - Digital Response","isPartOf":{"@id":"https:\/\/www.digitalresponse.es\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg","datePublished":"2014-12-01T06:59:19+00:00","breadcrumb":{"@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#primaryimage","url":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg","contentUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/05\/roi-email-marketing.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/www.digitalresponse.es\/como-medir-el-exito-de-una-campana-de-email-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.digitalresponse.es\/"},{"@type":"ListItem","position":2,"name":"C\u00f3mo medir el \u00e9xito de una campa\u00f1a de email marketing"}]},{"@type":"WebSite","@id":"https:\/\/www.digitalresponse.es\/#website","url":"https:\/\/www.digitalresponse.es\/","name":"Digital Response","description":"Email Marketing and Marketing Automation","publisher":{"@id":"https:\/\/www.digitalresponse.es\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.digitalresponse.es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.digitalresponse.es\/#organization","name":"Digital Response","url":"https:\/\/www.digitalresponse.es\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/","url":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png","contentUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png","width":500,"height":135,"caption":"Digital Response"},"image":{"@id":"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/digitalresponse","https:\/\/x.com\/dresponse","https:\/\/www.linkedin.com\/company\/digital-response\/","https:\/\/www.youtube.com\/channel\/UCuG-okZhhBKdzJpHRwMrnYg"]},{"@type":"Person","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe","name":"alecastellano","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/b575aa49eff0351da2a8fa6f3039d22c42013b460683c1a974fa308c8b42bf75?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b575aa49eff0351da2a8fa6f3039d22c42013b460683c1a974fa308c8b42bf75?s=96&d=mm&r=g","caption":"alecastellano"},"url":"https:\/\/www.digitalresponse.es\/en\/author\/alecastellano\/"}]}},"_links":{"self":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts\/3637","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/comments?post=3637"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts\/3637\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/media?parent=3637"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/categories?post=3637"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/tags?post=3637"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/post_folder?post=3637"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}