{"id":17940,"date":"2019-12-27T10:40:15","date_gmt":"2019-12-27T13:40:15","guid":{"rendered":"https:\/\/blog.fromdoppler.com\/?p=17940"},"modified":"2021-07-02T10:55:40","modified_gmt":"2021-07-02T13:55:40","slug":"como-evaluar-el-2019-en-email-marketing","status":"publish","type":"post","link":"https:\/\/fromdoppler.com\/blog\/como-evaluar-el-2019-en-email-marketing\/","title":{"rendered":"Con qu\u00e9 m\u00e9tricas analizar tu estrategia de Email Marketing en 2019"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17946 size-large\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/20191227-Evaluacion2019-main-1024x439.png\" alt=\"An\u00e1lisis de Email Marketing 2019\" width=\"1024\" height=\"439\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-main-1024x439.png 1024w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-main-300x129.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-main-768x329.png 768w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-main-600x257.png 600w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-main-1536x659.png 1536w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-main-2048x878.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Y se nos va el 2019\u2026 pero no sin antes hacer una mirada hacia atr\u00e1s. \u00bfQu\u00e9 tal fue tu a\u00f1o? \u00bfYa has revisado las <strong>m\u00e9tricas de Email Marketing<\/strong> que mostrar\u00e1n tu desempe\u00f1o?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para muchos equipos de Marketing, una de las \u00faltimas tareas del a\u00f1o corresponde a la <\/span><b>revisi\u00f3n <\/b><span style=\"font-weight: 400;\">de lo que han sido sus Campa\u00f1as de Email Marketing. \u00a1Y no est\u00e1 nada mal! Entre brindis, solemos decir que no existen mejoras si no hay <\/span><a href=\"https:\/\/www.fromdoppler.com\/metricas-email-marketing\/\"><b>medici\u00f3n y an\u00e1lisis<\/b><\/a><span style=\"font-weight: 400;\"> de las tareas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00bfYa sabes cu\u00e1les fueron tus Campa\u00f1as de Email m\u00e1s exitosas? \u00bfPor d\u00f3nde debes comenzar a medir ese \u00e9xito? \u00bfC\u00f3mo saber qu\u00e9 hay que repetir y qu\u00e9 hay que mejorar?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00e1s all\u00e1 de los objetivos que hayas alcanzado en 2019, lo importante es reconocer las t\u00e9cnicas que te ayudaron a lograrlos. Por eso aqu\u00ed te mostraremos c\u00f3mo detectar <\/span><b>cu\u00e1les fueron las Campa\u00f1as de Email que cumplieron sus objetivos<\/b> <b>y cu\u00e1les podr\u00edas optimizar<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>\u00bfPor qu\u00e9 hacer un an\u00e1lisis de Campa\u00f1as de Email Marketing?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Muchos te dir\u00e1n porque s\u00ed. Porque el Marketing Digital as\u00ed lo permite. Pero hay m\u00e1s&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El an\u00e1lisis que hagas de tu estrategia de Email Marketing te permitir\u00e1 <\/span><b>conocer mejor a tus Suscriptores<\/b><span style=\"font-weight: 400;\">. De hecho, cada a\u00f1o los conocer\u00e1s un poco (o bastante) m\u00e1s.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Qu\u00e9 les interesa de lo que ofreces.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Qu\u00e9 les llama la atenci\u00f3n cuando abren tus Emails.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Qu\u00e9 esperan con m\u00e1s ansias, dependiendo las Fechas.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Qu\u00e9 tipo de contenido prefieren recibir: ofertas, recursos de Marketing, saludos, felicitaciones.<\/span><\/li>\n<\/ul>\n<p>\n<span style=\"font-weight: 400;\">En <a href=\"https:\/\/www.fromdoppler.com\/\">Doppler<\/a>, todos tus env\u00edos ofrecen <\/span><b>un Reporte detallado y en tiempo real de su desempe\u00f1o<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<blockquote>\n<h3>Por ejemplo, puedes conocer la Tasa de Entrega <span style=\"font-weight: 400;\">de cada Campa\u00f1a y analizar sus <\/span>Aperturas. Eso te ayudar\u00e1 a\u00a0<a href=\"https:\/\/rockcontent.com\/es\/blog\/como-escribir-asuntos-de-email\/?utm_source=gp&amp;utm_medium=gp&amp;utm_campaign=ptn-revision-campa%C3%B1as-doppler\"><b>optimizar tu Asunto<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/h3>\n<\/blockquote>\n<p><i><span style=\"font-weight: 400;\">Un consejo<\/span><\/i><span style=\"font-weight: 400;\">: <\/span><span style=\"font-weight: 400;\">T\u00f3mate tu tiempo y detecta cu\u00e1les han sido las Campa\u00f1as que mayores Aperturas y Clicks han tenido. Y <strong>analiza bien<\/strong> el por qu\u00e9.<\/span><\/p>\n<h2><strong>M\u00e1s m\u00e9tricas de Email Marketing: \u00bfQu\u00e9 puedo ver en un Reporte de Links?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Los clics que hacen los Suscriptores en tus Campa\u00f1as de Email son <\/span><b>huellas <\/b><span style=\"font-weight: 400;\">que, si sabes investigar bien, podr\u00e1n ayudarte (\u00a1y mucho!) en tus pr\u00f3ximos env\u00edos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A partir de esos clics no s\u00f3lo sabr\u00e1s con qu\u00e9 contenido has dado en la tecla, sino tambi\u00e9n podr\u00e1s agrupar a tus Suscriptores para hacerles luego un env\u00edo espec\u00edfico. El <\/span><b>Email Automation por Comportamiento en Campa\u00f1as previas<\/b><span style=\"font-weight: 400;\"> te permite configurar Emails que se disparen autom\u00e1ticamente <\/span><i><span style=\"font-weight: 400;\">X horas\/d\u00edas<\/span><\/i><span style=\"font-weight: 400;\"> despu\u00e9s de que hayan hecho clic en un link espec\u00edfico del Email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Parte de <\/span><b>mejorar la conversi\u00f3n<\/b><span style=\"font-weight: 400;\"> de clientes nace all\u00ed: haciendo un segundo env\u00edo m\u00e1s efectivo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Volviendo a los Reportes, esa cantidad de clics se encuentra disponible y detallada para cada Email que mandes. Esa informaci\u00f3n est\u00e1 expresada en <\/span><b>cantidad num\u00e9rica y porcentaje (%)<\/b><span style=\"font-weight: 400;\">. Como as\u00ed tambi\u00e9n podr\u00e1s ver el Reporte de Geolocalizaci\u00f3n de tus Suscriptores.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17941 size-full\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/reporte-de-links.png\" alt=\"An\u00e1lisis de Emails: Reporte de Links\" width=\"944\" height=\"497\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/reporte-de-links.png 944w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/reporte-de-links-300x158.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/reporte-de-links-768x404.png 768w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/reporte-de-links-600x316.png 600w\" sizes=\"auto, (max-width: 944px) 100vw, 944px\" \/><\/p>\n<h2>\u00a1Crea Emails calientes!<\/h2>\n<p><span style=\"font-weight: 400;\">&#8230; Y anal\u00edzalos con el Mapa de Calor. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">De eso se trata el an\u00e1lisis de Campa\u00f1as de Email Marketing. <\/span><span style=\"font-weight: 400;\">El <\/span><a href=\"https:\/\/help.fromdoppler.com\/es\/mapas-de-calor\/\"><b>Mapa de Calor<\/b><\/a><span style=\"font-weight: 400;\"> de Doppler es de las funcionalidades m\u00e1s utilizadas por los Usuarios. \u00bfA\u00fan no le has sacado todo el jugo? \u00a1Sigue leyendo!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se trata de una traducci\u00f3n <\/span><b>visual y gr\u00e1fica <\/b><span style=\"font-weight: 400;\">de lo que ser\u00eda el Reporte de Links. <\/span><span style=\"font-weight: 400;\">Consiste en mostrar la pieza que enviaste con las \u00e1reas donde m\u00e1s interactuaron tus Suscriptores, sombreadas de acuerdo a la cantidad de clicks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00bfPara qu\u00e9 te sirve tomarlo en cuenta tras cada env\u00edo?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Para tomar dimensi\u00f3n gr\u00e1fica del <\/span><b>desempe\u00f1o de los elementos<\/b><span style=\"font-weight: 400;\"> de tus Campa\u00f1as (botones, textos, im\u00e1genes, links, etc\u00e9tera)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Para conocer qu\u00e9 ha <\/span><b>llamado m\u00e1s la atenci\u00f3n<\/b><span style=\"font-weight: 400;\"> de quienes abrieron el Email. \u00bfPor d\u00f3nde prefirieron comenzar a leerlo? \u00bfEn qu\u00e9 secci\u00f3n se detuvieron? \u00bfSirven los botones de Redes Sociales? \u00a1Ent\u00e9rate de todo esto y m\u00e1s!<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Para <\/span><b>optimizar tus pr\u00f3ximos correos electr\u00f3nicos<\/b><span style=\"font-weight: 400;\">. Si has visto que tus Suscriptores no pasan de la segunda secci\u00f3n del Email y no llegan al pie del mismo, \u00bfqu\u00e9 har\u00e1s? No importa lo que decidas, importa que sustentes tus elecciones con la informaci\u00f3n correcta.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">El Mapa de Calor de un <\/span><b>Newsletter de Doppler<\/b><span style=\"font-weight: 400;\">, por ejemplo, se ve as\u00ed:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17942 size-large\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/mapa-de-calor2-294x1024.png\" alt=\"Mapa de Calor de Doppler\" width=\"294\" height=\"1024\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/mapa-de-calor2-294x1024.png 294w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/mapa-de-calor2-86x300.png 86w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/mapa-de-calor2-600x2087.png 600w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/mapa-de-calor2.png 613w\" sizes=\"auto, (max-width: 294px) 100vw, 294px\" \/><\/p>\n<h2><strong>C\u00f3mo analizar la actividad de tu Sitio Web<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Muy bien, ya hemos visto c\u00f3mo detectar los Emails que mejor han funcionado en tu estrategia. \u00bfYa los est\u00e1s revisando? \u00a1Genial! Pero antes d\u00e9jame mostrarte algo m\u00e1s\u2026\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s de conocer d\u00f3nde han hecho clic tus Usuarios, tambi\u00e9n puedes utilizar los <\/span><a href=\"https:\/\/help.fromdoppler.com\/es\/reportes-avanzados\"><span style=\"font-weight: 400;\">Reportes Avanzados<\/span><\/a><span style=\"font-weight: 400;\"> para<\/span><b> conocer m\u00e1s m\u00e9tricas interesantes. <\/b>Sobretodo,<b> el comportamiento en tu Sitio Web<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Siempre hablamos del <\/span><b>Data Marketing <\/b><span style=\"font-weight: 400;\">como una moneda de <\/span><b>dos caras:<\/b><span style=\"font-weight: 400;\"> por un lado recoges la informaci\u00f3n y por el otro la analizas. Pero luego tienes que ponerte en acci\u00f3n.<\/span><\/p>\n<blockquote>\n<p><b>Es fundamental <\/b><a href=\"https:\/\/fromdoppler.com\/blog\/ejemplos-automation-comportamiento\/\"><b>crear contenido personalizado<\/b><\/a><b> a partir del comportamiento de tus Usuarios.<\/b><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">\u00bfQu\u00e9 descubres mirando la actividad y navegaci\u00f3n en tu Sitio Web? Al seleccionar un <\/span><b>per\u00edodo de tiempo y un Sitio determinado<\/b><span style=\"font-weight: 400;\">, podr\u00e1s determinar:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\">El<b> N\u00famero total de visitas \u00fanicas con Email <\/b><span style=\"font-weight: 400;\">(es decir, navegaciones que Doppler pudo asociar con un Correo de Suscriptor que tienes en tus Listas) y el n\u00famero total de <\/span><b>visitas \u00fanicas sin Email<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\">Las<b> P\u00e1ginas Vistas \u00danicas<\/b><span style=\"font-weight: 400;\">, con el detalle de la cantidad de veces que el Sitio fue visitado d\u00eda a d\u00eda.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cu\u00e1les son las <\/span><b>Fuentes de Tr\u00e1fico<\/b><span style=\"font-weight: 400;\"> e identificarlas seg\u00fan:<\/span><\/li>\n<\/ol>\n<ul>\n<li><span style=\"font-weight: 400;\">B\u00fasquedas Org\u00e1nicas<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Directo<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Referencia\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Email\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Publicidad en Buscadores\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Redes Sociales<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00a0 \u00a0 \u00a04. Qu\u00e9 <\/span><b>D\u00edas de la Semana<\/b><span style=\"font-weight: 400;\"> y en qu\u00e9 <\/span><b>Horario<\/b><span style=\"font-weight: 400;\"> se producen las visitas a tu Sitio Web.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0 \u00a0 \u00a05. Por \u00faltimo, el <\/span><b>Ranking de p\u00e1ginas m\u00e1s visitadas<\/b><span style=\"font-weight: 400;\"> para el dominio que seleccionaste.<\/span><\/p>\n<h2>Ya s\u00e9, te est\u00e1s preguntando&#8230; \u00bfQu\u00e9 hago con tantos Datos?<\/h2>\n<p><span style=\"font-weight: 400;\">Como venimos diciendo, lo importante no es s\u00f3lo saber si has alcanzado tus metas en 2019. Tan importante como ello es reconocer gracias a qu\u00e9 Campa\u00f1as de Email lo has logrado.<\/span><\/p>\n<p><a href=\"https:\/\/www.fromdoppler.com\/recursos-marketing\/#ebook-email-automation\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-17947 size-large\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/20191227-Evaluacion2019-interna-1024x301.png\" alt=\"C\u00f3mo crear Funnels automatizados\" width=\"1024\" height=\"301\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-interna-1024x301.png 1024w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-interna-300x88.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-interna-768x226.png 768w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-interna-600x177.png 600w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-interna-1536x452.png 1536w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/20191227-Evaluacion2019-interna-2048x603.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">El Marketing Digital se basa en el an\u00e1lisis y la optimizaci\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">S\u00ed, conocer para predecir. De eso se trata optimizar tu estrategia. Olv\u00eddate de hacer acciones que no tengan impacto. Ya no dudar\u00e1s antes de hacer clic en \u201cEnviar\u201d.<\/span><\/p>\n<blockquote>\n<p>Una de las <a href=\"https:\/\/fromdoppler.com\/blog\/tendencias-de-marketing-2020\/\"><b>Tendencias para el 2020<\/b><\/a> es el<b> Big Data<\/b>: an\u00e1lisis de informaci\u00f3n para la<b> predicci\u00f3n de los comportamientos.<\/b><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">Cuando tienes la informaci\u00f3n correspondiente, <\/span><b>eres m\u00e1s efectivo<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>Que el 2020 te encuentre m\u00e1s informado, \u00a1para ser m\u00e1s exitoso!<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Conoces a tu audiencia. Sabes lo que esperan y cu\u00e1ndo lo esperan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El <a href=\"https:\/\/app.fromdoppler.com\/signup?lang=es\">Email Automation<\/a> ayuda a tener listas tus comunicaciones mucho tiempo antes, creando flujos que cubran diferentes escenarios y comportamientos de tus Usuarios.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Atraer. Vender. Fidelizar. Y volver a vender. El 2020 nos exige estar a tono con la <\/span><b>Transformaci\u00f3n Digital<\/b><span style=\"font-weight: 400;\">, la <\/span><b>optimizaci\u00f3n de procesos<\/b><span style=\"font-weight: 400;\"> y <\/span><b>la automatizaci\u00f3n de las acciones<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Toma estos consejos y lograr\u00e1s que tu equipo de Marketing sea m\u00e1s efectivo. <\/span><b>Ahorrar\u00e1s tiempo y dinero. <\/b><span style=\"font-weight: 400;\">Al mismo tiempo podr\u00e1s alcanzar a tu audiencia de una manera m\u00e1s directa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cuando descubres qu\u00e9 quieren tus potenciales clientes, y puedes d\u00e1rselo en tiempo y forma, acortas decididamente tu <\/span><a href=\"https:\/\/www.inboundcycle.com\/blog-de-inbound-marketing\/el-funnel-del-inbound-marketing\"><span style=\"font-weight: 400;\">Funnel de Conversi\u00f3n<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>\u00a1El 2020 es una gran oportunidad para comenzar a hacerlo!<\/b><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mide, analiza y optimiza tu acciones de Marketing. Toma nota sobre las m\u00e9tricas que te ayudar\u00e1n a comenzar el 2020 con el pie derecho. Debes comenzar por&#8230;<\/p>\n","protected":false},"author":66,"featured_media":17946,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1332,385,7,1690],"tags":[874,1026],"class_list":["post-17940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-automation","category-email-marketing-mobile","category-general","category-marketing-digital","tag-marketing-digital","tag-reporte-de-metricas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu\u00e9 m\u00e9tricas te ayudar\u00e1n a analizar tu estrategia de Email Marketing<\/title>\n<meta name=\"description\" content=\"\u00bfCu\u00e1les son las m\u00e9tricas de Email Marketing que debes tener en cuenta? 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