{"id":25124,"date":"2020-11-27T14:32:32","date_gmt":"2020-11-27T14:32:32","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/es\/?p=25124"},"modified":"2022-10-05T11:40:15","modified_gmt":"2022-10-05T11:40:15","slug":"email-marketing-caso-de-exito-benchmark-kate-clothing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/es\/blog\/email-marketing-caso-de-exito-benchmark-kate-clothing\/","title":{"rendered":"Caso de \u00e9xito de email marketing &#8211; Benchmark Email &amp; Kate\u2019s Clothing"},"content":{"rendered":"<p>El <a href=\"https:\/\/www.benchmarkemail.com\/es\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketing<\/a> es una herramienta poderosa, pero no todos los ecommerce est\u00e1n sac\u00e1ndole el m\u00e1ximo partido. Os presentamos un caso de \u00e9xito con el que descubrir c\u00f3mo puede ayudar a un negocio, si se realiza correctamente.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-27371\" src=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo-300x300.webp\" alt=\"\" width=\"520\" height=\"520\" srcset=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo-300x300.webp 300w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo-1024x1024.webp 1024w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo-150x150.webp 150w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo-768x768.webp 768w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo-60x60.webp 60w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo-120x120.webp 120w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/Email-Marketing-caso-ejemplo.webp 1200w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/p>\n<p>Conozcamos mejor las dos empresas protagonistas de una colaboraci\u00f3n de \u00e9xito, Benchmark Email y Kate\u2019s Clothing,<\/p>\n<ul>\n<li>De un lado, <a href=\"https:\/\/www.benchmarkemail.com\/es\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Benchmark Email<\/strong><\/a><strong>. <\/strong>Benchmark es una potente plataforma centrada en el usuario, con la que poder crear campa\u00f1as de forma sencilla.<\/li>\n<li>Por otro lado, <a href=\"https:\/\/www.katesclothing.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Kate\u2019s Clothing<\/strong><\/a>, el ejemplo perfecto de un ecommerce dedicado a un nicho de mercado espec\u00edfico. Una tienda online de vestuario g\u00f3tico y alternativo que ofrece una amplia gama en su oferta. Desde el g\u00f3tico al steampunk, pasando por el vintage y premam\u00e1.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-27373\" src=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/case-study-kates-clothing-300x120.webp\" alt=\"\" width=\"685\" height=\"275\" srcset=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/case-study-kates-clothing-300x120.webp 300w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/case-study-kates-clothing-1024x411.webp 1024w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/case-study-kates-clothing-768x308.webp 768w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/case-study-kates-clothing.webp 1363w\" sizes=\"auto, (max-width: 685px) 100vw, 685px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>\u00bfPor qu\u00e9 utilizan el email marketing?<\/h2>\n<p>\u201cAl ser una tienda online, es importante cubrir todos los canales donde se encuentra nuestro target. Es necesario no solo para fidelizar a nuestros clientes de forma eficiente, sino tambi\u00e9n para convertir nuestros anuncios, publicidad digital y c\u00f3digos de descuento en ventas\u201d, detalla el equipo de Kate\u2019s Clothing.<\/p>\n<p>\u201cEl <a href=\"https:\/\/www.benchmarkemail.com\/es\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketing<\/a> es ideal para esto, al utilizar enlaces en los textos o en la publicidad insertada en las campa\u00f1as, permite a nuestros contactos y suscriptores ser redirigidos directamente al producto del que desean obtener m\u00e1s informaci\u00f3n. Y adem\u00e1s nos permite llegar a una audiencia distinta, una audiencia que no est\u00e1 en las redes sociales, por ejemplo en Facebook. Les resulta sencillo unirse a nuestra newsletter a trav\u00e9s de un formulario de registro en la web, accediendo a descuentos y nuestras \u00faltimas noticias\u201d.<\/p>\n<p>&nbsp;<\/p>\n<h2>\u00bfQu\u00e9 buscan mejorar y promocionar a trav\u00e9s del email marketing?<\/h2>\n<p>Las campa\u00f1as de email de Kate\u2019s Clothing tienen tres objetivos principales: aumentar las ventas, promocionar sus productos y comunicar las novedades a sus suscriptores.<\/p>\n<p>\u201cUna newsletter semanal supone una gran contribuci\u00f3n a nuestras ventas y, en la mayor\u00eda de las ocasiones, notamos un aumento en los pedidos el d\u00eda que la campa\u00f1a se env\u00eda.<\/p>\n<p>El contenido de nuestra campa\u00f1a semanal puede variar, desde una newsletter con un descuento exclusivo, a un \u2018impulso\u2019 de una marca en concreto o de la secci\u00f3n de ofertas. Es distinto cada semana, pero incluso si se repite, los dise\u00f1os, im\u00e1genes o el estilo var\u00edan para fidelizar a nuestros suscriptores\u201d.<\/p>\n<p>&nbsp;<\/p>\n<h2>\u00bfPor qu\u00e9 eleg\u00edsteis Benchmark Email?<\/h2>\n<p>\u201cEncontrar una plataforma de Email Marketing con buen balance calidad-precio es siempre el objetivo\u201d, indicaron.<\/p>\n<p>\u201cBenchmark nos ofrece un servicio que concentra una gran cantidad de beneficios, entre los que pueden destacar: flexibilidad, el soporte dedicado y la revisi\u00f3n de las campa\u00f1as, la usabilidad y los informes, con datos gr\u00e1ficos que representan la salud de la reputaci\u00f3n de nuestros env\u00edos en los clics\/rebotes, entre otros recursos muy \u00fatiles\u201d.<\/p>\n<p>&nbsp;<\/p>\n<h2>Enviando c\u00f3digos de descuento con Benchmark Email<\/h2>\n<p>Al preguntar a Kate\u2019s Clothing por el tipo de campa\u00f1a que mejor les funciona, destacaron en primer lugar los c\u00f3digos de descuento.<\/p>\n<p>\u201cNuestras campa\u00f1as con c\u00f3digo de descuento funcionan de forma excepcional. Normalmente utilizamos una l\u00ednea de asunto del tipo \u2018Aqu\u00ed tienes tu c\u00f3digo de descuento\u2026\u2019. Con este tipo de estilos, animamos no solo a nuestros clientes a que abran la campa\u00f1a, sino que tambi\u00e9n hagan clic. Independientemente de la oferta que ofrece el c\u00f3digo de descuento, tambi\u00e9n incluimos una imagen con un enlace a una p\u00e1gina espec\u00edfica de nuestro sitio web. Con las herramientas apropiadas, podemos medir c\u00f3mo fue el rendimiento de nuestra imagen\u201d.<\/p>\n<p>\u201cUn d\u00eda despu\u00e9s, aproximadamente, del env\u00edo de una campa\u00f1a, revisamos los resultados (particularmente los clics en los enlaces y aperturas), que nos ofrecen una representaci\u00f3n visual del porcentaje de gente que hizo clic en cada enlace\u201d.<\/p>\n<p>A continuaci\u00f3n, algunos ejemplos reales de descuentos que han enviado:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-27377\" src=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-300x261.webp\" alt=\"\" width=\"549\" height=\"478\" srcset=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-300x261.webp 300w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-768x668.webp 768w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce.webp 876w\" sizes=\"auto, (max-width: 549px) 100vw, 549px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-27378\" src=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-2-300x261.webp\" alt=\"\" width=\"529\" height=\"460\" srcset=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-2-300x261.webp 300w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-2-768x668.webp 768w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-2.webp 876w\" sizes=\"auto, (max-width: 529px) 100vw, 529px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29886 size-full\" src=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-3-2.webp\" alt=\"\" width=\"876\" height=\"585\" srcset=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-3-2.webp 876w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-3-2-300x200.webp 300w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-3-2-768x513.webp 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>El poder de la segmentaci\u00f3n<\/h2>\n<p>\u201cRecientemente, hemos comenzado a segmentar a nuestros suscriptores siguiendo la clasificaci\u00f3n interna de 5 estrellas que provee la herramienta. Desde los clientes con 5 estrellas a los que tienen 1 o 2. Con la ayuda de las potentes funcionalidades que ofrece Benchmark, hemos podido segmentar en base a qu\u00e9 contacto es m\u00e1s activo con nuestras campa\u00f1as, cu\u00e1l est\u00e1 m\u00e1s fidelizado y qui\u00e9n es m\u00e1s constante (con 5 estrellas), o por el contrario, qu\u00e9 contacto no est\u00e1 realmente fidelizado ya que no abre o hace clic en nuestras campa\u00f1as regularmente (1-2 estrellas).<\/p>\n<p>\u201cDesde que segmentamos de esta manera, hemos notado una gran diferencia. La mayor\u00eda de nuestras campa\u00f1as se dirigen ahora a nuestros contactos de 5 estrellas. <strong>No solo nos permite fidelizar mejor a los clientes que m\u00e1s impulsan nuestras ventas<\/strong>, sino que tambi\u00e9n nos ayuda a evitar que nos marquen como remitentes de spam, haciendo reducir nuestro n\u00famero de suscriptores\u201d.<\/p>\n<p>\u201cNuestras campa\u00f1as son ahora m\u00e1s efectivas \u00a1y hemos logrado gracias a esta t\u00e9cnica reducir nuestra tasa de rebotes hasta el 0.4%! Nuestra lista de contactos est\u00e1 por encima de 7.000 suscriptores y, aunque utilizamos la segmentaci\u00f3n de forma m\u00e1s frecuente ahora, tambi\u00e9n enviamos alg\u00fan correo electr\u00f3nico a todos los suscriptores, algo m\u00e1s efectivo que enviar siempre a la misma lista. A continuaci\u00f3n pueden verse algunas capturas de los resultados en algunas de nuestras \u00faltimas campa\u00f1as enviadas a todos los contactos, en las que conseguimos un 35% de tasa de clics, con 746 contactos que hicieron clic y menos del 0.2% de rebotes y bajas de suscripci\u00f3n\u201d.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-25132 aligncenter\" src=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-4.png\" alt=\"\" width=\"582\" height=\"480\" srcset=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-4.png 876w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-4-300x248.png 300w, https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/11\/ejemplos-email-marketing-ecommerce-4-768x634.png 768w\" sizes=\"auto, (max-width: 582px) 100vw, 582px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El email marketing es una herramienta poderosa, pero no todos los ecommerce est\u00e1n sac\u00e1ndole el m\u00e1ximo partido. Os presentamos un caso de \u00e9xito con el que descubrir c\u00f3mo puede ayudar a un negocio, si se realiza correctamente. Conozcamos mejor las dos empresas protagonistas de una colaboraci\u00f3n de \u00e9xito, Benchmark Email y Kate\u2019s Clothing, De un&hellip;<\/p>\n","protected":false},"author":44,"featured_media":25442,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3737],"tags":[86,154,1997,3678,3821,3822,3823,3824],"class_list":["post-25124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-newsletter","tag-email-marketing","tag-ecommerce","tag-informes","tag-caso-de-exito","tag-aumentar-ventas","tag-promocionar-productos","tag-informar"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Caso de \u00e9xito de email marketing - Benchmark Email &amp; Kate\u2019s Clothing<\/title>\n<meta name=\"description\" content=\"Caso de \u00e9xito de email marketing, c\u00f3mo Kate\u2019s Clothing aumenta las ventas, promociona sus productos y comunica las novedades a sus suscriptores\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/es\/blog\/email-marketing-caso-de-exito-benchmark-kate-clothing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caso de \u00e9xito de email marketing - Benchmark Email &amp; 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