{"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":"a-taxa-de-abertura-e-um-bom-indicador-do-sucesso-da-sua-campanha","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pt\/es-la-tasa-de-apertura-un-buen-indicador-del-exito-de-tu-campana\/masterbase\/","title":{"rendered":"A taxa de abertura \u00e9 um bom indicador do sucesso da sua campanha?"},"content":{"rendered":"

Depende do objetivo final da sua campanha de marketing por correio eletr\u00f3nico.<\/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

H\u00e1 muito que a taxa de abertura \u00e9 considerada um indicador relevante para medir a efic\u00e1cia de uma campanha de marketing por correio eletr\u00f3nico.<\/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

Foi aberta para elimina\u00e7\u00e3o imediata, foi efetivamente lida e o que foi lido?<\/h3>\n

Talvez se possa deduzir que o assunto e o remetente do e-mail tiveram o efeito desejado de serem abertos.<\/p>\n

Mas e se a mensagem de correio eletr\u00f3nico foi automaticamente pr\u00e9-visualizada quando se clicou nela e foi dada como aberta, mas na realidade foi imediatamente eliminada?<\/p>\n

Em \u00faltima an\u00e1lise, subsistem muitas quest\u00f5es que n\u00e3o nos ajudam a saber se a campanha foi bem sucedida.<\/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

Cliques versus aberturas<\/strong><\/h2>\n

Na minha opini\u00e3o, a taxa de cliques \u00e9 uma m\u00e9trica relevante para medir a efic\u00e1cia.<\/p>\n

Em primeiro lugar, porque nos d\u00e1 informa\u00e7\u00f5es reais sobre o grau de interatividade (interesse) que o p\u00fablico teve em rela\u00e7\u00e3o ao conte\u00fado do e-mail.<\/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

Mas nem tudo \u00e9 negro para a taxa de abertura.<\/h3>\n

Embora tenha as suas desvantagens, a taxa de abertura tem valor, especialmente quando se trata de gerar provas.<\/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

E aqui entra a taxa de abertura. A melhor maneira de saber qual o assunto mais eficaz num teste \u00e9 atrav\u00e9s da taxa de abertura.<\/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

Assim, a taxa de abertura como indicador isolado \u00e9 irrelevante para o sucesso ou n\u00e3o de uma campanha, mas como parte de um conjunto de m\u00e9tricas \u00e9.<\/p>\n

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

Se verificar que um grande grupo de pessoas n\u00e3o est\u00e1 a abrir as suas mensagens, poder\u00e1 ser necess\u00e1rio testar diferentes quest\u00f5es: mudar o remetente ou talvez verificar se as mensagens n\u00e3o est\u00e3o a ser entregues.<\/p>\n

Afinal de contas, \u00e9 imposs\u00edvel ser lido se n\u00e3o passar o primeiro obst\u00e1culo do processo de apresenta\u00e7\u00e3o.<\/p>\n

O que acha da taxa de abertura?<\/h3>\n

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

H\u00e1 muito que a taxa de abertura \u00e9 considerada um indicador relevante para medir a efic\u00e1cia de uma campanha de marketing por correio eletr\u00f3nico.<\/p>","protected":false},"author":239642484,"featured_media":23387,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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":"\n\u00bfEs 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