{"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":"es-la-tasa-de-apertura-un-buen-indicador-del-exito-de-tu-campana","status":"publish","type":"post","link":"https:\/\/masterbase.com\/es\/es-la-tasa-de-apertura-un-buen-indicador-del-exito-de-tu-campana\/masterbase\/","title":{"rendered":"\u00bfEs la tasa de apertura un buen indicador del \u00e9xito de tu campa\u00f1a?"},"content":{"rendered":"<h2><strong style=\"font-weight: bold;\">Depende del objetivo final de tu campa\u00f1a de email marketing.<\/strong><\/h2>\n<p data-start=\"167\" data-end=\"306\">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<p data-start=\"308\" data-end=\"459\">Por mucho tiempo se ha considerado la tasa de apertura como un indicador relevante a la hora de medir la efectividad de una campa\u00f1a de email marketing.<\/p>\n<p data-start=\"461\" data-end=\"601\">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<h3 data-start=\"603\" data-end=\"679\">\u00bfSe abri\u00f3 para ser borrado inmediatamente? \u00bfSe ley\u00f3 realmente? \u00bfQu\u00e9 se ley\u00f3?<\/h3>\n<p data-start=\"681\" data-end=\"784\">Quiz\u00e1s se podr\u00eda inferir que el asunto del email y su remitente generaron el efecto deseado de abrirse.<\/p>\n<p data-start=\"786\" data-end=\"950\">Pero, \u00bfqu\u00e9 pasa si se contaba con la vista previa autom\u00e1tica del email al posicionarse en \u00e9ste y se report\u00f3 como abierto, pero realmente fue borrado inmediatamente?<\/p>\n<p data-start=\"952\" data-end=\"1043\">En definitiva, quedan muchas interrogantes que no ayudan a saber si la campa\u00f1a fue exitosa.<\/p>\n<p data-start=\"1045\" data-end=\"1173\">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<h2 data-start=\"1175\" data-end=\"1201\"><strong data-start=\"1175\" data-end=\"1201\">Clics versus aperturas<\/strong><\/h2>\n<p data-start=\"1203\" data-end=\"1302\">A mi juicio, la tasa de clics generados es una m\u00e9trica relevante a la hora de medir la efectividad.<\/p>\n<p data-start=\"1304\" data-end=\"1456\">Primero, porque nos da la informaci\u00f3n real del grado de interactividad (inter\u00e9s) que hubo por parte de la audiencia con respecto al contenido del email.<\/p>\n<p data-start=\"1458\" data-end=\"1687\">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<p data-start=\"1689\" data-end=\"1815\">Esto sin duda ayuda a saber y a aprender a conocer a <strong data-start=\"1742\" data-end=\"1758\">tu audiencia<\/strong>, mejorando as\u00ed la efectividad de <strong data-start=\"1792\" data-end=\"1814\">tus comunicaciones<\/strong>.<\/p>\n<p data-start=\"1817\" data-end=\"1999\">El clic tambi\u00e9n ayuda a que las personas avancen en el proceso comunicacional, pasando del email a la vista a <strong data-start=\"1927\" data-end=\"1943\">tu sitio web<\/strong>, a una landing page, en busca de la conversi\u00f3n deseada.<\/p>\n<h3 data-start=\"2001\" data-end=\"2048\">Pero no todo es negro para la tasa de apertura.<\/h3>\n<p data-start=\"2050\" data-end=\"2160\">Si bien tiene sus desventajas, la tasa de apertura tiene valor, sobre todo cuando se trata de generar pruebas.<\/p>\n<p data-start=\"2162\" data-end=\"2383\">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<p data-start=\"2385\" data-end=\"2521\">Y aqu\u00ed viene la tasa de apertura. La mejor manera de saber qu\u00e9 asunto es m\u00e1s efectivo en una prueba, es a trav\u00e9s de la tasa de apertura.<\/p>\n<p data-start=\"2523\" data-end=\"2869\">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<p data-start=\"2871\" data-end=\"3042\">Entonces, la tasa de apertura como \u00fanico indicador carece de importancia para atribuirle el \u00e9xito o no de una campa\u00f1a, pero como parte de un conjunto de m\u00e9tricas s\u00ed lo es.<\/p>\n<h3 data-start=\"3044\" data-end=\"3136\">La tasa de apertura representa el primer &#8216;obst\u00e1culo&#8217; para acercarse a <strong data-start=\"3114\" data-end=\"3135\">tu objetivo final<\/strong>.<\/h3>\n<p data-start=\"3138\" data-end=\"3331\">Si ves que un grupo importante de personas no abre tus mensajes, puede ser necesario poner a prueba diferentes asuntos: cambiar el remitente, o tal vez, verificar si no est\u00e1n siendo entregados.<\/p>\n<p data-start=\"3333\" data-end=\"3425\">Despu\u00e9s de todo, es imposible ser le\u00eddo si no pasa el primer obst\u00e1culo del proceso de env\u00edo.<\/p>\n<h3 data-start=\"3427\" data-end=\"3475\">Y entonces, \u00bfqu\u00e9 piensas de la tasa de apertura?<\/h3>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/tipos-de-campanas-de-email-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1012\/640f2c6bd6a37f001053f982\/n3bte76zgcqx7wdw0b3di5x22o0mqgspoyovt8qdd54ucdhicdke8bthv0wo54fe\" width=\"640\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por mucho tiempo se ha considerado la tasa de apertura como un indicador relevante a la hora de medir la efectividad de una campa\u00f1a de email marketing.<\/p>\n","protected":false},"author":239642484,"featured_media":23387,"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-6740","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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