{"id":6122,"date":"2022-01-10T13:18:25","date_gmt":"2022-01-10T16:18:25","guid":{"rendered":"http:\/\/50.87.148.141\/~ncalden\/blog.fromdoppler.com\/?p=6122"},"modified":"2023-10-10T17:24:48","modified_gmt":"2023-10-10T20:24:48","slug":"test-ab-poniendo-a-prueba-tu-campana-de-email-marketing","status":"publish","type":"post","link":"https:\/\/www.fromdoppler.com\/blog\/test-ab-poniendo-a-prueba-tu-campana-de-email-marketing\/","title":{"rendered":"Test A\/B: Poniendo a Prueba tu Campa\u00f1a de Email Marketing"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21646 size-large\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/GPT-Tasa-de-Apertura-vs.-Tasa-de-Clics_-\u00bfQue-Metricas-Deberias-Priorizar_-1024x439.png\" alt=\"\" width=\"1024\" height=\"439\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/GPT-Tasa-de-Apertura-vs.-Tasa-de-Clics_-\u00bfQue-Metricas-Deberias-Priorizar_-1024x439.png 1024w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/GPT-Tasa-de-Apertura-vs.-Tasa-de-Clics_-\u00bfQue-Metricas-Deberias-Priorizar_-300x129.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/GPT-Tasa-de-Apertura-vs.-Tasa-de-Clics_-\u00bfQue-Metricas-Deberias-Priorizar_-768x330.png 768w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/GPT-Tasa-de-Apertura-vs.-Tasa-de-Clics_-\u00bfQue-Metricas-Deberias-Priorizar_-600x257.png 600w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/GPT-Tasa-de-Apertura-vs.-Tasa-de-Clics_-\u00bfQue-Metricas-Deberias-Priorizar_-1536x659.png 1536w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/GPT-Tasa-de-Apertura-vs.-Tasa-de-Clics_-\u00bfQue-Metricas-Deberias-Priorizar_-2048x879.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>El <a title=\"Email Marketing\" href=\"https:\/\/www.fromdoppler.com\/blog\/que-es-email-marketing-la-guia-definitiva-2023\/\" target=\"_blank\" rel=\"noopener\">Email Marketing<\/a> no es una ciencia exacta. <strong>No existen f\u00f3rmulas que nos garanticen el \u00e9xito de nuestras campa\u00f1as<\/strong>. Una determinada audiencia puede responder totalmente diferente a un mensaje dependiendo del enfoque y tono que utilicemos.<\/p>\n<p>Sin embargo,<strong> testear nuestras campa\u00f1as nos ayudar\u00e1 a evaluar la performance de distintas variantes de contenido y oferta<\/strong> para adaptarnos mejor a las necesidades de nuestros clientes.<\/p>\n<p>Esto en el \u00e1mbito del <a href=\"https:\/\/www.fromdoppler.com\/blog\/que-es-email-marketing-la-guia-definitiva-2023\/\">Email Marketing <\/a>se denomina Test A\/B. Repasemos juntos los principales aspectos a tener en cuenta.<\/p>\n<h2>Prueba y Error<\/h2>\n<p>Este paradigma ha venido rigiendo la evoluci\u00f3n de internet en general y del <a href=\"https:\/\/www.fromdoppler.com\/blog\/que-es-email-marketing-la-guia-definitiva-2023\/\">Email Marketing<\/a> en particular. Como en una sesi\u00f3n fotogr\u00e1fica, al elaborar nuestra nueva campa\u00f1a buscamos expresar nuestro mejor perfil, <strong>haciendo foco en las necesidades de nuestro cliente con exactitud y calidad<\/strong>. Pero para ello, debemos ser flexibles, detallistas y realizar m\u00faltiples tomas.<\/p>\n<p>M\u00e1s all\u00e1 que existen tasas de referencia de distintos sectores, para interpretar eficazmente a nuestro mercado objetivo y adaptar nuestra estrategia de comunicaci\u00f3n, resulta imprescindible testear, probar, ensayar diferentes variantes de nuestro mensaje. A continuaci\u00f3n algunos consejos al respecto.<\/p>\n<h2>Variables Comunicacionales<\/h2>\n<h3>Asunto<\/h3>\n<p><strong>Prueba distintas variables en cuanto a su longitud<\/strong> (m\u00e1s cortos o m\u00e1s largos) y en cuanto a la inclusi\u00f3n o no de tu marca. Ten en cuenta las siguientes <a href=\"https:\/\/www.fromdoppler.com\/blog\/los-secretos-de-los-asuntos-irresistibles-en-el-email-marketing\/\">claves para mejorar tus asuntos y lograr m\u00e1s aperturas.<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6128\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/Subject-flatten.png\" alt=\"Asuntos Email Marketing\" width=\"545\" height=\"172\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/Subject-flatten.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/Subject-flatten-300x94.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3>Momento de env\u00edo<\/h3>\n<p>La hora y el d\u00eda de la semana en que enviemos nuestra campa\u00f1a puede repercutir sensiblemente en las tasas de apertura y en los clicks obtenidos. <strong>Ensaya env\u00edos en diferentes momentos<\/strong> <strong>para detectar el horario y el d\u00eda ideal para tus campa\u00f1as.<\/strong><\/p>\n<h3>Call to Action<\/h3>\n<p>Un <a title=\"CTA\" href=\"https:\/\/www.fromdoppler.com\/blog\/call-to-action-%C2%BFcomo-combatir-la-falta-de-atencion\/\" target=\"_blank\" rel=\"noopener\">Call To Action<\/a> eficaz puede ser determinante para el \u00e9xito de tu campa\u00f1a, sobre todo en emails promocionales. <strong>Prueba con CTAs m\u00e1s audaces e imperativos y comp\u00e1ralos con variantes menos agresivas<\/strong> para comprobar la reacci\u00f3n del p\u00fablico midiendo la tasa de clicks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6129\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/btns-flatten.png\" alt=\"Call To Action\" width=\"545\" height=\"100\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/btns-flatten.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/btns-flatten-300x55.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3>Email de Env\u00edo<\/h3>\n<p>La direcci\u00f3n desde la cual env\u00edas tus campa\u00f1as tambi\u00e9n<strong> puede influir en la performance de tu campa\u00f1a<\/strong>. Te sugerimos mantener una <strong>coherencia entre el contenido de tu campa\u00f1a y \u00e9l remitente de la misma.<\/strong><\/p>\n<p>Por ejemplo, si vas a enviar una campa\u00f1a promocional, te recomendamos lo hagas desde el la casilla de email del \u00e1rea, por ejemplo ventas@tuempresa.com o desde info@tuempresa.com si se refiere a contenido institucional o informativo.<\/p>\n<h3>Estilo<\/h3>\n<p><strong>Seg\u00fan el tipo de campa\u00f1a que env\u00edes<\/strong>, puede resultar m\u00e1s adecuado un <strong>mensaje corto, conciso y al grano o un m\u00e1s largo y descriptivo<\/strong>. Para emails promocionales se suele utilizar la primer alternativa y para <a href=\"https:\/\/www.fromdoppler.com\/blog\/newsletter-la-guia-definitiva-2023\/\">newsletters<\/a> la segunda.<\/p>\n<p><strong>Te recomendamos testear siempre el contenido y estilo de tus campa\u00f1as<\/strong>, ya que algunas estrategias y t\u00e9cnicas pueden no servir para todos los negocios. Para comprobarlo, <strong>realiza un test A\/B y mide los resultados<\/strong>.<\/p>\n<h2>Variables Promocionales<\/h2>\n<h3>Segmentaci\u00f3n<\/h3>\n<p><a href=\"https:\/\/www.fromdoppler.com\/blog\/como-segmentar-tu-lista-de-emails-para-obtener-mejores-resultados\/\">Una correcta segmentaci\u00f3n <\/a>de tu base de datos impactar\u00e1 positivamente en los \u00edndices de apertura de tu campa\u00f1a. <strong>Segmenta tu lista utilizando diferentes variables demogr\u00e1ficas<\/strong> (edad, ciudad, profesi\u00f3n, etc) <strong>y env\u00edales el mismo mensaje a los distintos grupos<\/strong> y comprobar\u00e1s como responden diferentes perfiles a tu campa\u00f1a.<\/p>\n<h3>Oferta<\/h3>\n<p>Si est\u00e1s dudando en enfocar tu promoci\u00f3n en un porcentaje de descuento por tiempo limitado o en un descuento por cantidad, un Test A\/B con una muestra representativa de tu lista y te ayudar\u00e1 a definir <strong>qu\u00e9 variante te conviene extrapolar al resto de la base<\/strong>.<\/p>\n<h3>Nivel de personalizaci\u00f3n<\/h3>\n<p><a href=\"https:\/\/www.fromdoppler.com\/blog\/como-crear-campanas-de-email-marketing-efectivas-y-personalizadas\/\">A esta altura ya todos sabemos que cuanto m\u00e1s personalizado sea tu mensaje<\/a> <strong>mejor resultados obtendr\u00e1 tu campa\u00f1a<\/strong>. \u00bfPero qu\u00e9 nivel de profundidad eres capaz de desarrollar? \u00bfVale la pena personalizar tu mensaje a\u00fan m\u00e1s? Compru\u00e9balo realizando un test A\/B.<\/p>\n<h2>Variables visuales<\/h2>\n<p>En tiempos en que lo visual tiene un peso preponderante, <strong>el dise\u00f1o gr\u00e1fico de tu pieza resulta muy importante<\/strong>. Las distintas variables con las que puedes \u201cjugar\u201d al realizar tests de tu campa\u00f1a son:<\/p>\n<h3>Layout<\/h3>\n<p><a href=\"https:\/\/www.fromdoppler.com\/blog\/crear-emails-desde-disenio\/\">Un Layout se refiere a la disposici\u00f3n de los diferentes elementos que incluir\u00e1s en el email<\/a> por ejemplo <strong>los t\u00edtulos, las im\u00e1genes, las descripciones y los call to action<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6130\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/layout-flatten.png\" alt=\"Layout Email Marketing\" width=\"545\" height=\"200\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/layout-flatten.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/layout-flatten-300x110.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3>Dise\u00f1o Gr\u00e1fico<\/h3>\n<p>Prueba diferentes estilos, <strong>m\u00e1s visuales<\/strong> en los cuales predominen las im\u00e1genes <strong>y otros m\u00e1s descriptivos<\/strong> <strong>con textos abundantes<\/strong>. La <a href=\"https:\/\/www.fromdoppler.com\/blog\/disenio-campanas-email\/\">utilizaci\u00f3n de templates<\/a> puede ser muy \u00fatil.<\/p>\n<h3>Reproducci\u00f3n<\/h3>\n<p>Comprueba que tu email <strong>se reproduzca correctamente<\/strong> en los distintos clientes de <strong>correo electr\u00f3nico<\/strong> (Gmail, Hotmail, Outlook, etc) y en las <strong>m\u00faltiples plataformas<\/strong> actualmente disponibles (computadora, tel\u00e9fonos m\u00f3viles, etc)<\/p>\n<h2>Testea Como Nunca Antes<\/h2>\n<p>\u00a1No dejes ning\u00fan detalle librado al azar! <strong>Testea tu campa\u00f1a, adapta tu mensaje y tu oferta a las necesidades de tu cliente y el \u00e9xito estar\u00e1 asegurado.<\/strong><\/p>\n<p>\u00bfYa lo has hecho? Entonces <strong>cu\u00e9ntanos c\u00f3mo te ha ido y qu\u00e9 ventajas encontraste utilizando el Test A\/B<\/strong>. \u00a1Esperamos tus comentarios!.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Email Marketing no es una ciencia exacta. No existen f\u00f3rmulas que nos garanticen el \u00e9xito de nuestras campa\u00f1as. Sigue leyendo m\u00e1s para aprender c\u00f3mo hacerlo.<\/p>\n","protected":false},"author":22,"featured_media":21646,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[44,1154,663],"class_list":["post-6122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-email-marketing","tag-marketing","tag-test-ab"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfC\u00f3mo realizar Test A\/B para Email Marketing?<\/title>\n<meta name=\"description\" content=\"\u00bfSabes por qu\u00e9 es importante realizar un Test A\/B en tus campa\u00f1as de Email Marketing? \u00a1Aprende todo con este post!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fromdoppler.com\/blog\/test-ab-poniendo-a-prueba-tu-campana-de-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo realizar Test A\/B para Email Marketing?\" \/>\n<meta property=\"og:description\" content=\"\u00bfSabes por qu\u00e9 es importante realizar un Test A\/B en tus campa\u00f1as de Email Marketing? 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