{"id":6740,"date":"2025-11-01T21:43:00","date_gmt":"2025-11-01T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6740"},"modified":"2025-11-11T18:57:56","modified_gmt":"2025-11-11T16:57:56","slug":"%ce%b5%ce%af%ce%bd%ce%b1%ce%b9-%cf%84%ce%bf-%cf%80%ce%bf%cf%83%ce%bf%cf%83%cf%84%cf%8c-%ce%b1%ce%bd%ce%bf%ce%af%ce%b3%ce%bc%ce%b1%cf%84%ce%bf%cf%82-%ce%ad%ce%bd%ce%b1%cf%82-%ce%ba%ce%b1%ce%bb%cf%8c","status":"publish","type":"post","link":"https:\/\/masterbase.com\/el\/es-la-tasa-de-apertura-un-buen-indicador-del-exito-de-tu-campana\/masterbase\/","title":{"rendered":"\u0395\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2 \u03ad\u03bd\u03b1\u03c2 \u03ba\u03b1\u03bb\u03cc\u03c2 \u03b4\u03b5\u03af\u03ba\u03c4\u03b7\u03c2 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03af\u03b1\u03c2 \u03c4\u03b7\u03c2 \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b1\u03c2 \u03c3\u03b1\u03c2;"},"content":{"rendered":"

\u0395\u03be\u03b1\u03c1\u03c4\u03ac\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03c4\u03b5\u03bb\u03b9\u03ba\u03cc \u03c3\u03c4\u03cc\u03c7\u03bf \u03c4\u03b7\u03c2 \u03b5\u03ba\u03c3\u03c4\u03c1\u03b1\u03c4\u03b5\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03c4\u03b1\u03c7\u03c5\u03b4\u03c1\u03bf\u03bc\u03b5\u03af\u03bf\u03c5 \u03c3\u03b1\u03c2.<\/strong><\/h2>\n

Para m\u00ed, personalmente, no tiene mucha validez, sobre todo si queremos interactuar y conocer los gustos y las preferencias de la audiencia.<\/p>\n

\u03a4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2 \u03b8\u03b5\u03c9\u03c1\u03b5\u03af\u03c4\u03b1\u03b9 \u03b5\u03b4\u03ce \u03ba\u03b1\u03b9 \u03c0\u03bf\u03bb\u03cd \u03ba\u03b1\u03b9\u03c1\u03cc \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03cc\u03c2 \u03b4\u03b5\u03af\u03ba\u03c4\u03b7\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03bc\u03ad\u03c4\u03c1\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03bc\u03b9\u03b1\u03c2 \u03b5\u03ba\u03c3\u03c4\u03c1\u03b1\u03c4\u03b5\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03c4\u03b1\u03c7\u03c5\u03b4\u03c1\u03bf\u03bc\u03b5\u03af\u03bf\u03c5.<\/p>\n

La tasa de apertura no es capaz de decirnos qu\u00e9 pas\u00f3, m\u00e1s all\u00e1 de si se ha abierto o no el email. No podemos saber qu\u00e9 pas\u00f3 una vez abierto.<\/p>\n

\u0391\u03bd\u03bf\u03af\u03c7\u03c4\u03b7\u03ba\u03b5 \u03b3\u03b9\u03b1 \u03ac\u03bc\u03b5\u03c3\u03b7 \u03b4\u03b9\u03b1\u03b3\u03c1\u03b1\u03c6\u03ae, \u03b4\u03b9\u03b1\u03b2\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1\u03c4\u03b9 \u03ba\u03b1\u03b9 \u03c4\u03b9 \u03b4\u03b9\u03b1\u03b2\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5;<\/h3>\n

\u038a\u03c3\u03c9\u03c2 \u03b8\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b5 \u03bd\u03b1 \u03c3\u03c5\u03bd\u03b1\u03c7\u03b8\u03b5\u03af \u03c4\u03bf \u03c3\u03c5\u03bc\u03c0\u03ad\u03c1\u03b1\u03c3\u03bc\u03b1 \u03cc\u03c4\u03b9 \u03c4\u03bf \u03b8\u03ad\u03bc\u03b1 \u03c4\u03bf\u03c5 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03c4\u03b1\u03c7\u03c5\u03b4\u03c1\u03bf\u03bc\u03b5\u03af\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03bf \u03b1\u03c0\u03bf\u03c3\u03c4\u03bf\u03bb\u03ad\u03b1\u03c2 \u03b5\u03af\u03c7\u03b1\u03bd \u03c4\u03bf \u03b5\u03c0\u03b9\u03b8\u03c5\u03bc\u03b7\u03c4\u03cc \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03c4\u03bf\u03c5 \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2.<\/p>\n

\u03a4\u03b9 \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03cc\u03bc\u03c9\u03c2 \u03b1\u03bd \u03c4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03c4\u03b1\u03c7\u03c5\u03b4\u03c1\u03bf\u03bc\u03b5\u03af\u03bf\u03c5 \u03c0\u03c1\u03bf\u03b5\u03c0\u03b9\u03c3\u03ba\u03bf\u03c0\u03ae\u03b8\u03b7\u03ba\u03b5 \u03b1\u03c5\u03c4\u03cc\u03bc\u03b1\u03c4\u03b1 \u03cc\u03c4\u03b1\u03bd \u03ba\u03ac\u03bd\u03b1\u03c4\u03b5 \u03ba\u03bb\u03b9\u03ba \u03c3\u03b5 \u03b1\u03c5\u03c4\u03cc \u03ba\u03b1\u03b9 \u03b1\u03bd\u03b1\u03c6\u03ad\u03c1\u03b8\u03b7\u03ba\u03b5 \u03c9\u03c2 \u03b1\u03bd\u03bf\u03b9\u03c7\u03c4\u03cc, \u03b1\u03bb\u03bb\u03ac \u03c3\u03c4\u03b7\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b4\u03b9\u03b1\u03b3\u03c1\u03ac\u03c6\u03b7\u03ba\u03b5 \u03b1\u03bc\u03ad\u03c3\u03c9\u03c2;<\/p>\n

\u03a4\u03b5\u03bb\u03b9\u03ba\u03ac, \u03c0\u03b1\u03c1\u03b1\u03bc\u03ad\u03bd\u03bf\u03c5\u03bd \u03c0\u03bf\u03bb\u03bb\u03ac \u03b5\u03c1\u03c9\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03bc\u03b1\u03c2 \u03b2\u03bf\u03b7\u03b8\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03b1\u03bd \u03b7 \u03b5\u03ba\u03c3\u03c4\u03c1\u03b1\u03c4\u03b5\u03af\u03b1 \u03ae\u03c4\u03b1\u03bd \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03ae\u03c2.<\/p>\n

Por otro lado, con la tasa de apertura no conseguimos ninguna informaci\u00f3n en t\u00e9rminos de interactividad del lector con el email.<\/p>\n

\u039a\u03bb\u03b9\u03ba \u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2<\/strong><\/h2>\n

\u039a\u03b1\u03c4\u03ac \u03c4\u03b7 \u03b3\u03bd\u03ce\u03bc\u03b7 \u03bc\u03bf\u03c5, \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03ba\u03bb\u03b9\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03b9\u03b1 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ae \u03bc\u03ad\u03c4\u03c1\u03b7\u03c3\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03bc\u03ad\u03c4\u03c1\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2.<\/p>\n

\u03a0\u03c1\u03ce\u03c4\u03bf\u03bd, \u03b5\u03c0\u03b5\u03b9\u03b4\u03ae \u03bc\u03b1\u03c2 \u03b4\u03af\u03bd\u03b5\u03b9 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03af\u03b5\u03c2 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf \u03b2\u03b1\u03b8\u03bc\u03cc \u03b4\u03b9\u03b1\u03b4\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 (\u03b5\u03bd\u03b4\u03b9\u03b1\u03c6\u03ad\u03c1\u03bf\u03bd\u03c4\u03bf\u03c2) \u03c0\u03bf\u03c5 \u03b5\u03af\u03c7\u03b5 \u03c4\u03bf \u03ba\u03bf\u03b9\u03bd\u03cc \u03c3\u03b5 \u03c3\u03c7\u03ad\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03bf \u03c0\u03b5\u03c1\u03b9\u03b5\u03c7\u03cc\u03bc\u03b5\u03bd\u03bf \u03c4\u03bf\u03c5 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03c4\u03b1\u03c7\u03c5\u03b4\u03c1\u03bf\u03bc\u03b5\u03af\u03bf\u03c5.<\/p>\n

Nos dice qu\u00e9 le interesa a qui\u00e9n. Todos los que hicieron clic en azul les gusta el azul, todos los que hicieron clic en rojo, les gusta el rojo. Luego, para la pr\u00f3xima campa\u00f1a a realizar, se enviar\u00e1 azul a los que eligieron azul.<\/p>\n

Esto sin duda ayuda a saber y a aprender a conocer a tu audiencia<\/strong>, mejorando as\u00ed la efectividad de tus comunicaciones<\/strong>.<\/p>\n

El clic tambi\u00e9n ayuda a que las personas avancen en el proceso comunicacional, pasando del email a la vista a tu sitio web<\/strong>, a una landing page, en busca de la conversi\u00f3n deseada.<\/p>\n

\u0391\u03bb\u03bb\u03ac \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03cc\u03bb\u03b1 \u03bc\u03b1\u03cd\u03c1\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2.<\/h3>\n

\u0391\u03bd \u03ba\u03b1\u03b9 \u03ad\u03c7\u03b5\u03b9 \u03c4\u03b1 \u03bc\u03b5\u03b9\u03bf\u03bd\u03b5\u03ba\u03c4\u03ae\u03bc\u03b1\u03c4\u03ac \u03c4\u03bf\u03c5, \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2 \u03ad\u03c7\u03b5\u03b9 \u03b1\u03be\u03af\u03b1, \u03b5\u03b9\u03b4\u03b9\u03ba\u03ac \u03cc\u03c4\u03b1\u03bd \u03c0\u03c1\u03cc\u03ba\u03b5\u03b9\u03c4\u03b1\u03b9 \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03af\u03b1 \u03b1\u03c0\u03bf\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ce\u03bd \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03c9\u03bd.<\/p>\n

Est\u00e1 estudiado que el asunto de un mensaje influye hasta en un 80% en la decisi\u00f3n de abrir o no \u00e9ste. Dado eso, es fundamental que no adivines cu\u00e1l va a ser el mejor asunto a incluir en tu email, sino que generes pruebas.<\/p>\n

\u039a\u03b1\u03b9 \u03b5\u03b4\u03ce \u03ad\u03c1\u03c7\u03b5\u03c4\u03b1\u03b9 \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2. \u039f \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf\u03c2 \u03c4\u03c1\u03cc\u03c0\u03bf\u03c2 \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03bc\u03ac\u03b8\u03b5\u03c4\u03b5 \u03c0\u03bf\u03b9\u03bf \u03b8\u03ad\u03bc\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03b9\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc \u03c3\u03b5 \u03bc\u03b9\u03b1 \u03b4\u03bf\u03ba\u03b9\u03bc\u03ae \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03ad\u03c3\u03c9 \u03c4\u03bf\u03c5 \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03bf\u03cd \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2.<\/p>\n

Por ejemplo, si se env\u00eda a un primer grupo de 500 emails un asunto A, y a un segundo grupo de 500 emails un asunto B, siendo ambos grupos de caracter\u00edsticas homog\u00e9neas y se descubre que la tasa de apertura del primer grupo fue de un 10% y la del segundo grupo de un 30%, es muy f\u00e1cil saber que el asunto B es el que hay que enviar a toda la base.<\/p>\n

\u0388\u03c4\u03c3\u03b9, \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2 \u03c9\u03c2 \u03bc\u03b5\u03bc\u03bf\u03bd\u03c9\u03bc\u03ad\u03bd\u03bf\u03c2 \u03b4\u03b5\u03af\u03ba\u03c4\u03b7\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03ac\u03c3\u03c7\u03b5\u03c4\u03bf \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03af\u03b1 \u03ae \u03cc\u03c7\u03b9 \u03bc\u03b9\u03b1\u03c2 \u03ba\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b1\u03c2, \u03b1\u03bb\u03bb\u03ac \u03c9\u03c2 \u03bc\u03ad\u03c1\u03bf\u03c2 \u03b5\u03bd\u03cc\u03c2 \u03c3\u03c5\u03bd\u03cc\u03bb\u03bf\u03c5 \u03bc\u03b5\u03c4\u03c1\u03ae\u03c3\u03b5\u03c9\u03bd \u03b5\u03af\u03bd\u03b1\u03b9.<\/p>\n

La tasa de apertura representa el primer ‘obst\u00e1culo’ para acercarse a tu objetivo final<\/strong>.<\/h3>\n

\u0391\u03bd \u03b4\u03b9\u03b1\u03c0\u03b9\u03c3\u03c4\u03ce\u03c3\u03b5\u03c4\u03b5 \u03cc\u03c4\u03b9 \u03bc\u03b9\u03b1 \u03bc\u03b5\u03b3\u03ac\u03bb\u03b7 \u03bf\u03bc\u03ac\u03b4\u03b1 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03c9\u03bd \u03b4\u03b5\u03bd \u03b1\u03bd\u03bf\u03af\u03b3\u03b5\u03b9 \u03c4\u03b1 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03ac \u03c3\u03b1\u03c2, \u03af\u03c3\u03c9\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c0\u03b1\u03c1\u03b1\u03af\u03c4\u03b7\u03c4\u03bf \u03bd\u03b1 \u03b5\u03bb\u03ad\u03b3\u03be\u03b5\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ac \u03b6\u03b7\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1: \u03b1\u03bb\u03bb\u03ac\u03be\u03c4\u03b5 \u03c4\u03bf\u03bd \u03b1\u03c0\u03bf\u03c3\u03c4\u03bf\u03bb\u03ad\u03b1 \u03ae \u03af\u03c3\u03c9\u03c2 \u03b5\u03bb\u03ad\u03b3\u03be\u03c4\u03b5 \u03b1\u03bd \u03b4\u03b5\u03bd \u03c0\u03b1\u03c1\u03b1\u03b4\u03af\u03b4\u03bf\u03bd\u03c4\u03b1\u03b9.<\/p>\n

\u0395\u03be\u03ac\u03bb\u03bb\u03bf\u03c5, \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03b4\u03cd\u03bd\u03b1\u03c4\u03bf\u03bd \u03bd\u03b1 \u03b4\u03b9\u03b1\u03b2\u03b1\u03c3\u03c4\u03b5\u03af \u03b1\u03bd \u03b4\u03b5\u03bd \u03c0\u03b5\u03c1\u03ac\u03c3\u03b5\u03b9 \u03c4\u03bf \u03c0\u03c1\u03ce\u03c4\u03bf \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03bf \u03c4\u03b7\u03c2 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1\u03c2 \u03c5\u03c0\u03bf\u03b2\u03bf\u03bb\u03ae\u03c2.<\/p>\n

\u039b\u03bf\u03b9\u03c0\u03cc\u03bd, \u03c4\u03b9 \u03b3\u03bd\u03ce\u03bc\u03b7 \u03ad\u03c7\u03b5\u03c4\u03b5 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03b1\u03bd\u03bf\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2;<\/h3>\n

<\/a><\/p>","protected":false},"excerpt":{"rendered":"

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