Tip #3: Prueba A/B para tus campañas de email marketing
Tips and tricks #3, adaptado de Swathika Mahalakshmi¡Hola!
¿Alguna vez has analizado los informes de campaña y te has preguntado QUÉ y POR QUÉ causa que las tasas de interacción sean buenas o malas? Una campaña que funciona con un grupo de tu audiencia puede no funcionar con otros grupos. Y hay muchos elementos y factores en juego que podrían explicarlo.
Cuando creas una campaña de correo, puedes considerar muchos elementos - el asunto, el nombre y correo electrónico de quién la envía, el diseño y estructura del mensaje, los botones CTA, el propio contenido del correo, etc. Además, puedes hacer suposiciones sobre lo que va a funcionar para tu audiencia según los resultados de tus campañas anteriores. Entre tantas decisiones no podemos estar seguros de qué es lo que funciona y lo que no, pero lo que sí nos puede ayudar a entenderlo son las campañas de Prueba A/B.
Tip #3: Prueba A/B para tus campañas de email marketing.
La prueba A/B es una buena forma de entender el comportamiento de tus suscriptores. La prueba A/B te permite enviar dos versiones de tu campaña a dos grupos distintos de tu audiencia, de forma que puedas analizar sus acciones y ver cuál ha funcionado mejor.
Por ejemplo, imagina que tienes dudas entre dos tipos de 'Asunto': uno corto y expresivo, y otro más largo y descriptivo. Con la prueba A/B puedes crear la campaña A, con el primer Asunto, y la campaña B, con el segundo asunto. Para hacerlo:
- En el apartado Campañas, selecciona Campañas avanzadas. También puedes acceder desde la página principal de Zoho Campaigns, haciendo clic en el (+) para crear una Campaña por correo electrónico avanzada.
- Selecciona Prueba A / B.
- Rellena los datos generales de la campaña, indicando el Asunto.
- Determina el segmento de tu audiencia que recibirá la prueba (en % del total de tu audiencia). Por ejemplo, que un 15% de la audiencia forme parte del experimento, de los cuales 7,5% recibirán la versión A, y 7,5% recibirán la versión B. El resto (85%) recibirá la versión ganadora.
- Selecciona qué factor hará que la campaña sea exitosa. En nuestro ejemplo, seleccionamos Índice de apertura.
- Selecciona la duración de la prueba (pueden ser de horas a días, dependiendo de tu negocio).
A partir de este punto, ya puedes crear tus campañas y lanzarlas.
Y así, sabrás qué Asunto tiene un mayor índice de apertura.
Al igual que en este ejemplo, puedes medir qué otros elementos funcionan mejor en tus campañas, como los colores, diseño, imágenes, etc. y mejorar tu ratio de conversión.
¡Esperamos que te haya gustado! No olvides consultar el resto de Tips and Tricks para Zoho Campaigns de nuestra comunidad.
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