El eMail Marketing en datos
Mittum te muesta los datos más relevantes sobre el eMail Marketing, recopilados durante más de un año.
<script src="https://cdnjs.cloudflare.com/ajax/libs/Chart.js/2.7.1/Chart.bundle.min.js"></script>
<a href="/infografia-el-email-marketing-en-datos-datos-promedio/" style="color:#fff;margin:0 5px;padding:30px 0;">Datos promedio de email marketing</a> | <a href="/infografia-el-email-marketing-en-datos-estudio-mercado-email/" style="color:#fff;margin:0 5px;padding:30px 0;">Estudio de mercado Email Marketing</a>
Objetivos del estudio
Evaluar las distintas comunicaciones que dispone una marca/tienda en términos de:
- Preferencia de canales
- Tipología de información según canal utilizado
- Periodicidad
- Valoración de la información aportada
Ficha metodológica
Universo: Hombres y mujeres internautas de 16 a 65 años de edad.
Ámbito geográfico: España.
Trabajo de campo: Mayo de 2017.
Error muestral: ±3,0%, datos con un nivel de confianza del 95.5% y p=q=0.5.
Muestra: 1.010 entrevistas.
Recogida de información: C.A.W.I. (Entrevista auto administrada por ordenador online).
<canvas id="distribucionSexo" width="600" height="400"></canvas><!-- [et_pb_line_break_holder] --><span class="title-canvas">Sexo</span><!-- [et_pb_line_break_holder] --><script><!-- [et_pb_line_break_holder] --> var ctxdistribucionSexo = document.getElementById("distribucionSexo").getContext('2d');<!-- [et_pb_line_break_holder] --> new Chart(ctxdistribucionSexo, {<!-- [et_pb_line_break_holder] --> type: 'doughnut',<!-- [et_pb_line_break_holder] --> data: {<!-- [et_pb_line_break_holder] --> labels: ["Mujer", "Hombre"],<!-- [et_pb_line_break_holder] --> datasets: [{<!-- [et_pb_line_break_holder] --> label: 'Sexo',<!-- [et_pb_line_break_holder] --> data: [50, 50],<!-- [et_pb_line_break_holder] --> backgroundColor: [<!-- [et_pb_line_break_holder] --> '#0494a2',<!-- [et_pb_line_break_holder] --> '#f6df00'<!-- [et_pb_line_break_holder] --> ]<!-- [et_pb_line_break_holder] --> }]<!-- [et_pb_line_break_holder] --> },<!-- [et_pb_line_break_holder] --> options: {<!-- [et_pb_line_break_holder] --> legend: {<!-- [et_pb_line_break_holder] --> display: false<!-- [et_pb_line_break_holder] --> }<!-- [et_pb_line_break_holder] --> }<!-- [et_pb_line_break_holder] --> });<!-- [et_pb_line_break_holder] --></script>
Distribución de la muestra
<canvas id="distribucionEdad" width="600" height="400"></canvas><!-- [et_pb_line_break_holder] --><span class="title-canvas">Edad</span><!-- [et_pb_line_break_holder] --><script><!-- [et_pb_line_break_holder] --> var ctxdistribucionEdad = document.getElementById("distribucionEdad").getContext('2d');<!-- [et_pb_line_break_holder] --> new Chart(ctxdistribucionEdad, {<!-- [et_pb_line_break_holder] --> type: 'doughnut',<!-- [et_pb_line_break_holder] --> data: {<!-- [et_pb_line_break_holder] --> labels: ["16-30", "31-45", "46-65"],<!-- [et_pb_line_break_holder] --> datasets: [{<!-- [et_pb_line_break_holder] --> label: 'Edad',<!-- [et_pb_line_break_holder] --> data: [29, 39, 32],<!-- [et_pb_line_break_holder] --> backgroundColor: [<!-- [et_pb_line_break_holder] --> '#0494a2',<!-- [et_pb_line_break_holder] --> '#f6df00',<!-- [et_pb_line_break_holder] --> '#b91678'<!-- [et_pb_line_break_holder] --> ]<!-- [et_pb_line_break_holder] --> }]<!-- [et_pb_line_break_holder] --> },<!-- [et_pb_line_break_holder] --> options: {<!-- [et_pb_line_break_holder] --> legend: {<!-- [et_pb_line_break_holder] --> display: false<!-- [et_pb_line_break_holder] --> }<!-- [et_pb_line_break_holder] --> }<!-- [et_pb_line_break_holder] --> });<!-- [et_pb_line_break_holder] --></script>
<canvas id="distribucionZonas" width="600" height="400"></canvas><!-- [et_pb_line_break_holder] --><span class="title-canvas">Zonas</span><!-- [et_pb_line_break_holder] --><script><!-- [et_pb_line_break_holder] --> var ctxdistribucionZonas = document.getElementById("distribucionZonas").getContext('2d');<!-- [et_pb_line_break_holder] --> new Chart(ctxdistribucionZonas, {<!-- [et_pb_line_break_holder] --> type: 'doughnut',<!-- [et_pb_line_break_holder] --> data: {<!-- [et_pb_line_break_holder] --> labels: ["Centro", "Noreste", "Sur", "Levante", "Norte", "Noroeste", "AM Barcelona", "AM Madrid"],<!-- [et_pb_line_break_holder] --> datasets: [{<!-- [et_pb_line_break_holder] --> label: 'Zonas',<!-- [et_pb_line_break_holder] --> data: [11, 11, 19, 16, 11, 11, 7, 14],<!-- [et_pb_line_break_holder] --> backgroundColor: [<!-- [et_pb_line_break_holder] --> '#0494a2',<!-- [et_pb_line_break_holder] --> '#f6df00',<!-- [et_pb_line_break_holder] --> '#b91678',<!-- [et_pb_line_break_holder] --> '#bdf2ed',<!-- [et_pb_line_break_holder] --> '#2ea1b0',<!-- [et_pb_line_break_holder] --> '#34c8a1',<!-- [et_pb_line_break_holder] --> '#94ddc8',<!-- [et_pb_line_break_holder] --> '#602604'<!-- [et_pb_line_break_holder] --> ]<!-- [et_pb_line_break_holder] --> }]<!-- [et_pb_line_break_holder] --> },<!-- [et_pb_line_break_holder] --> options: {<!-- [et_pb_line_break_holder] --> legend: {<!-- [et_pb_line_break_holder] --> display: false<!-- [et_pb_line_break_holder] --> }<!-- [et_pb_line_break_holder] --> }<!-- [et_pb_line_break_holder] --> });<!-- [et_pb_line_break_holder] --></script>
Preferencia de canales
El email es con diferencia el canal preferido para recibir las comunicaciones de marcas y tiendas. Especialmente los internautas de 31 a 65 años .
Los más jóvenes son los que apuestan por recibir las comunicaciones a través de las Redes Sociales.
De los canales tradicionales, el correo postal es el más preferido.
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Información bancaria
Es conocido que las campañas enviadas los días laborables son las que tienen mejor tasa de apertura, pero la siguiente duda es qué día de envío tiene mejor tasa de apertura.
En este segmento de clientes que estamos analizando los días con mejor tasa de apertura son martes, miércoles y viernes.
Es importante comentar que no solo la hora o el día nos puede hacer conseguir el éxito en las campañas, sino también analizar la intersección de diferentes variables, que comentaremos a continuación.
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Pedidos y envíos
Observamos en cruce de franja de hora con el día de envío de la campaña y la tasa de apertura, según nuestros clientes analizados las campañas que tuvieron mejor tasa de apertura es el día martes en la franja de hora de envío de 12 a 20.
También vemos que los envíos realizado el domingo entre las 3 a 5 de la mañana tiene una tasa de apertura de 35%, una de las hipótesis a valorar es que al ser un día no laborable, se espera que nuestra audiencia puede dedicar parte de su tiempo libre a revisar las campañas enviadas a primera hora de la mañana.
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Información referente al canal online
En base a nuestra cartera de clientes, la audiencia de nuestro clientes de México tienen mejor tasa de apertura (18,7%)
También es importante comentar que México es el país tiene el 78% de los todos los envíos realizados desde nuestra hemienta Mittum.
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Facturas, descuentos y citas
La audiencia de MX tiene una tasa de apertura alta (19,8%) de los email que recibe en la franja de hora entre 12 y 14.
La audiencia de EU abre más los email que recibe entre la 6 y 8 de la mañana, tiene una tasa de apertura de 15,6%.
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Periodicidad en las comunicaciones
El número de caracteres no es relevante para este grupo analizado.
En general la tasa de apertura se mantiene entre el rango de 10% al 20% si el número de caracteres del asunto está entre 20 y 98.
A partir de 100 caracteres empieza a haber más variaciones en las tasa de aperturas, lo que tendríamos que analizar con más detalle
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Valor de la información recibida
Usamos la hora de envío de la campaña para analizar cuáles son los envíos que tienen mejor de la tasa de reactividad(CTOR).
De los correos enviados a las 8:00 y 21:00 tienen una tasa de CTOR más alta de nuestra audiencia es del 7%. Esto significa que de las campañas recibidas, los usuarios que han abierto y han hecho click en el correo.
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