{"id":3940,"date":"2015-03-09T09:14:33","date_gmt":"2015-03-09T08:14:33","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3940"},"modified":"2015-03-09T09:14:33","modified_gmt":"2015-03-09T08:14:33","slug":"churn-rate-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/churn-rate-email-marketing\/","title":{"rendered":"What is the \"churn rate\" in email marketing?"},"content":{"rendered":"<p>El churn rate en el \u00e1mbito empresarial se refiere a la p\u00e9rdida de clientes durante un periodo de tiempo determinado. En el caso del email marketing, nos referimos a la <strong>cantidad de usuarios que dejan de leer nuestros emails<\/strong>, esto puede suceder por varias razones.<!--more--><br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/goodbye.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-3941 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/goodbye.png\" alt=\"churn rate\" width=\"496\" height=\"179\" \/><\/a><br \/>\nAlgunos hablan de churn transparente o voluntario y churn opaco o involuntario (<a href=\"http:\/\/blog.getresponse.com\/email-list-building-nemesis-churn-rate.html\" target=\"_blank\" rel=\"noopener\">mira el post de Get Response d\u00f3nde hemos encontrado este concepto<\/a>).<br \/>\n<strong>Churn transparente<\/strong>: incluye las peticiones de baja, los bounces y las quejas por SPAM.<br \/>\n<strong>Churn opaco:<\/strong> en este caso hablamos de la ausencia de engagement con el usuario. Nuestros emails terminan en la bandeja de correo no deseado o en una cuenta de correo que el usuario no comprueba de forma habItual (si lo hace alguna vez).<br \/>\n\u00bfC\u00f3mo calculamos nuestra tasa de churn? El problema que encontramos es que la forma habitual de medir el churn s\u00f3lo incluye el churn transparente, dado que no podemos tener el dato exacto del churn\u00a0opaco.\u00a0Sin embargo, es conveniente definir a los \u00abinactivos\u00bb de nuestra base de datos y despu\u00e9s de <a title=\"Zombies: How to resuscitate a database\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/una-de-zombies-como-resucitar-una-base-de-datos\/\">llevar a cabo alguna acci\u00f3n de reactivaci\u00f3n<\/a>, \u00a0incluir\u00a0en este c\u00e1lculo del churn los que no se hayan podido recuperar. Un usuario que se registr\u00f3 hace 5 a\u00f1os y hace 2 que no abre ning\u00fan email, ser\u00e1 con toda seguridad, parte de ese churn opaco.<br \/>\nAs\u00ed la f\u00f3rmula para el c\u00e1lculo del churn quedar\u00eda as\u00ed<\/p>\n<p style=\"text-align: center;\">BAJAS + SPAM COMPLAINTS + BOUNCES + INACTIVOS<\/p>\n<hr \/>\n<p style=\"text-align: center;\">TAMA\u00d1O TOTAL DE LA LISTA<\/p>\n<p style=\"text-align: left;\">Para minimizar las tasas de churn, aqu\u00ed ten\u00e9is algunos consejos:<\/p>\n<p style=\"text-align: left;\"><strong>&#8211; Dedica esfuerzos a crear emails relevantes y a optimizar el engagement<\/strong>:\u00a0Ofrece un centro de preferencias, aplica la segmentaci\u00f3n comportamental, haz encuestas a tus usuarios, personaliza tus mensajes, usa remitentes y asuntos apropiados&#8230;<\/p>\n<p style=\"text-align: left;\"><strong>&#8211; Realiza <a title=\"Email Marketing Example: Reactivation strategies for inactive segments in Email Marketing\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/ejemplo-email-marketing-estrategias-de-reactivacion-de-segmentos-inactivos-en-email-marketing\/\">campa\u00f1as peri\u00f3dicas de reactivaci\u00f3n<\/a><\/strong> sobre el segmento de usuarios inactivos de tu base de datos.<\/p>\n<p style=\"text-align: left;\"><strong>&#8211; Considera el<a title=\"Should we use double opt-in mailing lists?\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/debemos-utilizar-listas-de-correo-con-doble-opt-in\/\"> doble opt in<\/a><\/strong> para reducir el n\u00famero de emails rebotados.<\/p>\n<p style=\"text-align: left;\">&#8211; Aplica reglas de descarte en tu plataforma de env\u00edos para que los <strong>emails rebotados queden dados de baja<\/strong>. Por ejempo: 2 hardbounces en 30 d\u00edas, 4 softbounces en 30 d\u00edas.<\/p>\n<p style=\"text-align: left;\">Seg\u00fan algunos estudios, la tasa de churn media est\u00e1 entorno al 25-30%. Al mismo tiempo que buscamos el crecimiento de nuestra base de datos, para mantenerla limpia y saneada debemos implementar acciones para minimizar el ratio de churn, sin olvidarnos de esos usuarios perdidos que en un primer momento son \u00abinvisibles\u00bb. Tambi\u00e9n debemos ser conscientes que el churn\u00a0transparente tiene su parte positiva: si el usuario realmente no est\u00e1 interesado en recibir nuestras comunicaciones no hay raz\u00f3n para mantenerlo en nuestra base de datos, y que el usuario decida irse, no es ning\u00fan drama. Al contrario, ahorraremos los esfuerzos que dedicamos a un usuario que no tiene potencial de conversi\u00f3n en cliente.<\/p>","protected":false},"excerpt":{"rendered":"<p>El churn rate en el \u00e1mbito empresarial se refiere a la p\u00e9rdida de clientes durante un periodo de tiempo determinado. En el caso del email marketing, nos referimos a la cantidad de usuarios que dejan de leer nuestros emails, esto puede suceder por varias razones.<\/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":[37,47],"tags":[125],"post_folder":[],"class_list":["post-3940","post","type-post","status-publish","format-standard","hentry","category-blog","category-listas-de-correo","tag-churn"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u00e9 es el &#034;churn rate&#034; 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\/churn-rate-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e9 es el &#034;churn rate&#034; en Email Marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"El churn rate en el \u00e1mbito empresarial se refiere a la p\u00e9rdida de clientes durante un periodo de tiempo determinado. En el caso del email marketing, nos referimos a la cantidad de usuarios que dejan de leer nuestros emails, esto puede suceder por varias razones.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/churn-rate-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=\"2015-03-09T08:14:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/goodbye.png\" \/>\n\t<meta property=\"og:image:width\" content=\"496\" \/>\n\t<meta property=\"og:image:height\" content=\"179\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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\/churn-rate-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/churn-rate-email-marketing\/\"},\"author\":{\"name\":\"alecastellano\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe\"},\"headline\":\"Qu\u00e9 es el &#034;churn rate&#034; 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