{"id":8193,"date":"2022-10-06T08:00:00","date_gmt":"2022-10-06T08:00:00","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=8193"},"modified":"2022-10-06T08:00:00","modified_gmt":"2022-10-06T08:00:00","slug":"testeo-email-marketing-en-otros-canales","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/testeo-email-marketing-en-otros-canales\/","title":{"rendered":"Examples of how to leverage email marketing testing in other channels"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/04\/testeo-1024x512.jpg\" alt=\"\" class=\"wp-image-12917\"\/><\/figure>\n\n\n\n<p>A diferencia de los programas de testeo en otros canales, <strong>en los que para obtener conclusiones significativas es necesario invertir un tiempo considerable<\/strong>, <strong>en email marketing podemos testear y obtener resultados en poco m\u00e1s de uno o dos d\u00edas<\/strong>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>As\u00ed, podemos aprovechar el aprendizaje que nos aporta el <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/13-ideas-ab-test-metricas-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">testeo en email marketing<\/a> para optimizar otros canales. No estamos abogando por eliminar el testeo en landing pages, banners o cat\u00e1logos, sino, <strong>aprovechar los <em>insights<\/em> que el email puede ofrecernos en poco tiempo, para mejorar las conversiones en otros canales.<\/strong><\/p>\n\n\n\n<p>Hemos de tener en cuenta que nuestra base de datos es la mejor muestra de usuarios que tenemos y con los que de un modo directo y preciso podemos interactuar. As\u00ed tenemos la capacidad de&nbsp;aprender c\u00f3mo se comportan distintos tipos de perfiles (clientes, prospectos, clientes fieles, clientes inactivos, etc.) ante diferentes tipos de mensajes y ofertas. Tan solo algunas horas despu\u00e9s de un A\/B test, <strong>podemos observar si los prospectos son m\u00e1s propensos a convertir con un incentivo basado en un descuento u otro beneficio por ejemplo, y trasladar este aprendizaje a los canales de conversi\u00f3n directa<\/strong> (por ejemplo en las acciones de performance). Otros ejemplos de c\u00f3mo aprovechar esta ventaja del canal email y trasladarlo al&nbsp;resto de canales son:<\/p>\n\n\n\n<p>\u2022 Reconocer qu\u00e9 copy persuade m\u00e1s a los usuarios a interactuar con\u00a0el email. As\u00ed podemos tomarlo como punto de partida para redactar el copy de los anuncios en PPC.<\/p>\n\n\n\n<p>\u2022 Detectar qu\u00e9 oferta atrae m\u00e1s a los clientes inactivos puede sernos \u00fatil para definir la oferta en las acciones de retmarketing.<\/p>\n\n\n\n<p>\u2022 Supongamos que tras un A\/B test en email detectamos que un tono emocional en el copy del asunto genera m\u00e1s ventas que un tono neutro. \u00bfPor qu\u00e9 no aprovechar este aprendizaje en la definici\u00f3n de los titulares de nuestro site, blog o banners?<\/p>\n\n\n\n<p>\u2022 Si detectamos que un email con 3 productos genera m\u00e1s ventas que otro con 5, podemos replicar este aprendizaje a los mensajes de recomendaciones (tambi\u00e9n te pueden interesar&#8230;).<\/p>\n\n\n\n<p>\u2022 \u00bfQu\u00e9 convierte m\u00e1s, la imagen de una prenda de vestir sola o siendo vestida por un maniqu\u00ed real? R\u00e1pidamente podemos identificar si existen diferencias entre ambas versiones mediante un AB test y si se da el caso, aplicar lo descubierto\u00a0al resto de banners y visuales\u00a0que tengamos en otros canales.<\/p>\n\n\n\n<p>Como coment\u00e1bamos al principio, no estamos proponiendo sustituir las pr\u00e1cticas de testeo propias de cada canal, sino ampliarlas recurriendo al canal con el que m\u00e1s r\u00e1pidamente podemos obtener aprendizajes si testeamos: el Email Marketing.<\/p>\n\n\n\n<p>Aqu\u00ed os dejamos <strong><a href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/cuatro-casos-practicos-de-testeo-en-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 casos de testeo en Email Marketing<\/a><\/strong> que podr\u00e9is implementar en vuestras campa\u00f1as y os ayudar\u00e1n a sacar vuestras propias conclusiones.<\/p>","protected":false},"excerpt":{"rendered":"<p>Unlike testing programmes in other channels, where significant time is required to reach meaningful conclusions, in email marketing we can test and get results in little more than a day or two.<\/p>","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,37,41],"tags":[],"post_folder":[],"class_list":["post-8193","post","type-post","status-publish","format-standard","hentry","category-analisis-metricas","category-blog","category-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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