{"id":14289,"date":"2022-10-05T10:33:36","date_gmt":"2022-10-05T13:33:36","guid":{"rendered":"https:\/\/blog.fromdoppler.com\/?p=14289"},"modified":"2023-10-10T14:25:32","modified_gmt":"2023-10-10T17:25:32","slug":"test-ab-efectivo-email-marketing","status":"publish","type":"post","link":"https:\/\/fromdoppler.com\/blog\/test-ab-efectivo-email-marketing\/","title":{"rendered":"Email Marketing: C\u00f3mo implementar un Test A\/B efectivo"},"content":{"rendered":"

\"C\u00f3mo<\/p>\n

\u00bfConoces los beneficios de implementar Tests A\/B en tus Campa\u00f1as de Email Marketing? No te pierdas esta fabulosa gu\u00eda para hacerlo eficazmente \u00a1y optimizar a\u00fan m\u00e1s tus resultados!<\/p>\n

Ya utilizas el Email Marketing<\/a> para enviar Campa\u00f1as de fidelizaci\u00f3n, para generar nuevos clientes<\/a>, para retener y para incrementar tus ventas. Ahora es tiempo de hilar m\u00e1s fino y pulir m\u00e1s tu estrategia<\/strong>.<\/p>\n

\u00bfC\u00f3mo? A trav\u00e9s de la implementaci\u00f3n de Tests A\/B que te ayuden a decidir qu\u00e9 elementos funcionan mejor en tus env\u00edos\u00a0<\/strong>y te acercan al \u00e9xito.<\/p>\n

Ya te hab\u00edamos contado en otro post qu\u00e9 es un Test A\/B<\/a><\/strong> y qu\u00e9 variables pod\u00edas evaluar a trav\u00e9s de esta fant\u00e1stica herramienta.<\/p>\n

Ahora que ya tienes las claves b\u00e1sicas, te daremos los mejores consejos para que las ejecutes de la forma m\u00e1s efectiva<\/strong>. \u00a1Contin\u00faa leyendo!<\/p>\n

5 Claves para implementar un Test A\/B efectivo<\/h2>\n

#1 Qu\u00e9 Campa\u00f1a quieres evaluar<\/h3>\n

Si has decidido realizar este Test, mejor que sea sobre una Campa\u00f1a que sepas que seguir\u00e1s enviando con cierta regularidad<\/strong>.<\/p>\n

Es decir, no tendr\u00eda mucho sentido hacer tu primer Test A\/B con una Campa\u00f1a para las Fiestas y tener que esperar un a\u00f1o para aplicar lo aprendido.<\/p>\n

Seguramente tendr\u00e1s otros tipos de env\u00edos, como tus Campa\u00f1as Promocionales o tus Newsletters<\/a>, cuyos resultados generen una incidencia mucho m\u00e1s directa sobre el crecimiento de tu negocio<\/strong>.<\/p>\n

Si bien realizar este tipo de evaluaciones es cosa sencilla con herramientas como Doppler<\/a><\/strong>, ya que haces el esfuerzo, \u00a1hazlo valer la pena!<\/p>\n

#2 Qu\u00e9 m\u00e9trica te gustar\u00eda mejorar<\/h3>\n

Esa es la pregunta clave que debes hacerte antes de empezar<\/strong>. \u00bfTe gustar\u00eda incrementar el CTR?<\/a> \u00bfPiensas que tu Tasa de Apertura<\/a> podr\u00eda ser mejor?<\/p>\n

Tambi\u00e9n seguramente te sirva preguntarte\u00a0por qu\u00e9 lo quieres hacer<\/strong>. Podr\u00eda ser para mejorar el engagement con tus clientes, para incrementar tus ventas, para retener a tus Contactos, etc.<\/p>\n

Tener en claro estas cuestiones, te facilitar\u00e1 el camino para seguir adelante. \u00a1Nunca saltees este paso!<\/p>\n

#3 Qu\u00e9 variable evaluar\u00e1s para alcanzar tu meta<\/h3>\n

Ahora ya sabes cu\u00e1l es tu objetivo. Pero seguramente se te ocurren muchos elementos que podr\u00edas analizar\u00a0para intentar alcanzarlo. El punto es que s\u00f3lo puedes testear de a uno por vez<\/strong>.<\/p>\n

\u00bfUna limitaci\u00f3n de la herramienta? \u00a1No! Pero si pones a prueba m\u00e1s de uno a la vez, \u00bfc\u00f3mo sabr\u00e1s luego cu\u00e1l es el que te gener\u00f3 la diferencia en los resultados?<\/p>\n

Ten en cuenta que cada elemento en tu Campa\u00f1a suele tener efecto sobre diferentes partes del proceso<\/strong>. Por ejemplo, el Call to Action<\/a> afecta directamente la Tasa de Conversi\u00f3n, mientras que el Subject <\/a>tiene una incidencia m\u00e1s directa en la Tasa de Apertura.<\/p>\n

Piensa en esto a la hora de decidir qu\u00e9 variable quieres evaluar en primer t\u00e9rmino. Probablemente quieras testear antes los que tengan un impacto mayor en tu objetivo<\/strong>.<\/p>\n

Por ejemplo, el t\u00edtulo y el CTA suelen tener una mayor repercusi\u00f3n en la Tasa de Conversi\u00f3n que el cuerpo del mensaje o las im\u00e1genes.<\/p>\n

\u00a1Siempre habr\u00e1 tiempo para poner a prueba m\u00e1s tarde los dem\u00e1s elementos<\/strong>!<\/p>\n

#4 Cu\u00e1l ser\u00e1 el tama\u00f1o de tu muestra<\/h3>\n

Aseg\u00farate de que la Lista a la que env\u00edes el Test A\/B<\/a> sea lo suficientemente grande<\/strong> como para tomar una decisi\u00f3n estad\u00edsticamente v\u00e1lida.<\/p>\n

\u00bfQu\u00e9 tan amplio debe ser el tama\u00f1o de la muestra? En Doppler se requiere una Base m\u00ednima de 1500 Contactos<\/strong> para asegurar un resultado fiable. A partir de ese n\u00famero, puedes decidir enviarla a una Lista completa, a varias, o a una porci\u00f3n de alguna de ellas.<\/p>\n

En general, no hay inconvenientes en que env\u00edes el Test a la Lista completa, salvo algunas excepciones en las que puede ser m\u00e1s recomendable hacer la prueba con una parte representativa<\/strong> y luego enviar el contenido ganador a la Lista completa:<\/p>\n

– Si tu Campa\u00f1a pone en juego una acci\u00f3n verdaderamente significativa<\/strong>, en la que perder una conversi\u00f3n ser\u00eda dram\u00e1tico, es posible que desees limitar el n\u00famero de personas que potencialmente la vean.<\/p>\n

– Si est\u00e1s ejecutando una oferta por tiempo limitado<\/strong>, y quieres obtener el mayor n\u00famero posible de conversiones, probablemente desees hacer el Test sobre una peque\u00f1a muestra y luego enviar el contenido ganador a la totalidad de tu Lista.<\/p>\n

Ten en cuenta que cuanto mayor sea la muestra de ensayo, m\u00e1s precisos ser\u00e1n los resultados<\/strong>.<\/p>\n

#5 Cu\u00e1ndo puedes dejar de testear<\/h3>\n

El comportamiento de los clientes cambia constantemente, y t\u00fa no puedes quedarte atr\u00e1s<\/strong>. \u00bfHas logrado mejorar tu CTR con un CTA infalible? Prueba ahora evaluar las im\u00e1genes. \u00bfYa has cumplido tambi\u00e9n este objetivo? \u00a1Hora de mejorar los Subjects para incrementar la Tasa de Apertura de tus Campa\u00f1as!<\/p>\n

Siempre tendr\u00e1s opciones para potenciar los resultados de tus env\u00edos. Y no solo se trata de ir modificando cosas nuevas. A veces no est\u00e1 mal volver sobre lo mismo<\/strong>. Parece extra\u00f1o, pero suele ocurrir que lo que funciona en un momento, en otro deja de hacerlo.<\/p>\n

\u00a1A testear!<\/h3>\n

\u00bfListo para dominar la Bandeja de Entrada de tus Contactos<\/strong>? Aprovecha las facilidades que te dan herramientas como Doppler para crear tus Test A\/B de forma intuitiva \u00a1y con los mejores resultados!<\/p>\n

\u00bfNo tienes a\u00fan una cuenta en Doppler? Cr\u00e9ate una gratis ahora<\/a> \u00a1y pon en pr\u00e1ctica todo lo aprendido!<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00bfQuieres conocer las claves para crear y ejecutar los Test A\/B m\u00e1s efectivos en tus Campa\u00f1as de Email Marketing? \u00a1No te pierdas este fant\u00e1stico post!<\/p>\n","protected":false},"author":238,"featured_media":14497,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[385],"tags":[1217,1090,44,663],"class_list":["post-14289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-mobile","tag-campanas-de-emai","tag-campanas-de-email-marketing","tag-email-marketing","tag-test-ab"],"yoast_head":"\nEmail Marketing: C\u00f3mo implementar un Test A\/B efectivo<\/title>\n<meta name=\"description\" content=\"\u00bfQuieres conocer las claves para crear y ejecutar los Test A\/B m\u00e1s efectivos en tus Campa\u00f1as de Email Marketing? \u00a1No te pierdas este fant\u00e1stico 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-efectivo-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing: C\u00f3mo implementar un Test A\/B efectivo\" \/>\n<meta property=\"og:description\" content=\"\u00bfQuieres conocer las claves para crear y ejecutar los Test A\/B m\u00e1s efectivos en tus Campa\u00f1as de Email Marketing? 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