{"id":6719,"date":"2023-11-14T21:43:00","date_gmt":"2023-11-14T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6719"},"modified":"2024-01-19T19:22:27","modified_gmt":"2024-01-19T17:22:27","slug":"el-peligro-de-aumentar-la-frecuencia-de-envio","status":"publish","type":"post","link":"https:\/\/masterbase.com\/es\/el-peligro-de-aumentar-la-frecuencia-de-envio\/masterbase\/","title":{"rendered":"El peligro de aumentar la frecuencia de env\u00edo"},"content":{"rendered":"<h2><strong style=\"font-weight: bold;\">Y m\u00e1s aun, \u00bfqu\u00e9 pasa si la aumentamos?<\/strong><strong style=\"font-weight: bold;\">\u00a0\u00bfsi la duplicamos o triplicamos?<\/strong><strong style=\"font-weight: bold;\">\u00a0<\/strong><\/h2>\n<p><!--more-->Si usted incrementa la frecuencia de env\u00edo de sus campa\u00f1as de email marketing, de una a dos o tres veces por semana, probablemente aumentar\u00e1 sus ventas. Entonces, \u00bfpor qu\u00e9 podr\u00eda ser malo enviar muchos mensajes?<\/p>\n<p><strong style=\"font-weight: bold;\">Porque puede perder clientes.<\/strong><\/p>\n<p>Hicimos la siguiente prueba:\u00a0Enviamos 2 tipos de campa\u00f1as equivalentes a un segmento de consumidoras de ropa interior.\u00a0Las campa\u00f1as conten\u00edan una oferta muy parecida.<\/p>\n<p>De un total de 3.000 registros, a un grupo A se le envi\u00f3 6 campa\u00f1as de email marketing a cada direcci\u00f3n. Al grupo B, 12\u00a0campa\u00f1as de email marketing\u00a0por direcci\u00f3n, en un per\u00edodo de 3 semanas.<\/p>\n<p>Y constatamos que aumentar la frecuencia de env\u00edo al grupo B gener\u00f3 un 11% de desuscripci\u00f3n comparado con un 5% del grupo A.<\/p>\n<p>Sin embargo, en el grupo B, un 15% de los suscriptores compr\u00f3, en comparaci\u00f3n con el 6% del grupo A.<\/p>\n<p>Al investigar la calidad de los desuscritos del grupo B, se descubri\u00f3 que muchos de ellos (70%) son buenos clientes y han comprado en tienda, antes y despu\u00e9s de la prueba realizada.\u00a0Es decir, se desuscribieron de la lista de contactos, pero han seguido comprando en la tienda.<\/p>\n<p>Volviendo a la calidad de los desuscritos, se descubri\u00f3 que \u00e9stos han realizado, antes y despu\u00e9s de la prueba, compras superiores al promedio del grupo A. Es decir, se desuscribieron buenos compradores.<\/p>\n<p>Se puede concluir, entonces, que, si bien la frecuencia de env\u00edo aument\u00f3 la venta para la promoci\u00f3n en particular, gener\u00f3 una fuga considerable de suscriptores, entre los cuales m\u00e1s de la mitad eran muy buenos clientes.<\/p>\n<p>Esto prueba la pertinencia del dicho \u201cPan para hoy, hambre para ma\u00f1ana\u201d.<\/p>\n<p>Si aumenta la frecuencia en sus\u00a0campa\u00f1as de email marketing, conseguir\u00e1 mayores ventas, pero tambi\u00e9n una fuga importante de suscriptores.<\/p>\n<p>Es importante conocer la calidad de quienes deciden desuscribirse. Si est\u00e1 perdiendo buenos o los mejores clientes\u2026.\u00bfvale la pena aumentar la frecuencia de env\u00edo?<\/p>\n<h2><strong style=\"font-weight: bold;\">\u00bfC\u00f3mo mantener a sus mejores clientes?<\/strong><\/h2>\n<p>Si realiza esta prueba y los resultados son los expuestos, ya sabe qu\u00e9 deducir.<\/p>\n<p>Una soluci\u00f3n para evitar esta fuga relevante de suscriptores (clientes) es tratar a este segmento de compradores frecuentes e importantes de una forma diferente que al resto de los segmentos de su base.<\/p>\n<p>La verdadera m\u00e1quina que es en ocasiones la generaci\u00f3n de nuevas campa\u00f1as impide ver que existen diferentes tipos de compradores y que se les debe tratar de modo distinto.<\/p>\n<p>Si en este aumento de frecuencia se hubiese excluido a los clientes importantes, tal vez se pudo haber obtenido s\u00f3lo el incremento en las ventas y no el impacto en la desuscripci\u00f3n, y la t\u00e1ctica s\u00ed habr\u00eda resultado un apoyo.<\/p>\n<p>Con posterioridad a esto, se podr\u00e1 medir si 12 env\u00edos eran suficientes o se necesitaban 20, pero eso ya es tema de otra interesante prueba a realizar y analizar.<\/p>\n<h2><strong style=\"font-weight: bold;\">Conclusiones<\/strong><\/h2>\n<p>En resumen, realizar pruebas determina con claridad qu\u00e9 funciona y qu\u00e9 no en sus\u00a0campa\u00f1as de email marketing.<\/p>\n<p>Por otro lado, en la frecuencia ideal no hay recetas, la clave est\u00e1 en conocer a su grupo objetivo y saber estimar c\u00f3mo reaccionar\u00e1.<\/p>\n<p>Y por \u00faltimo, aumentar la frecuencia tiene efectos cuyo an\u00e1lisis puede trabajar en favor de sus objetivos comerciales.<\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/optimizacion-del-tiempo-y-frecuencia\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1012\/65539014a4958000109b8ce0\/8369k6x5261i8m8ir9ojzr2zd1f2kx7xaxf7wr40u73ias8w33giprhl1ixkt8kl\" width=\"640\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una pregunta habitual entre quienes utilizan email marketing es \u00bfcu\u00e1l es la frecuencia ideal de env\u00edo?<\/p>\n","protected":false},"author":239642484,"featured_media":7734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1414],"class_list":["post-6719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the 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