{"id":10331,"date":"2019-06-12T08:30:35","date_gmt":"2019-06-12T08:30:35","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=10331"},"modified":"2019-06-12T08:30:35","modified_gmt":"2019-06-12T08:30:35","slug":"estado-email-marketing-espana-2019","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/","title":{"rendered":"This is the state of Email Marketing in Spain"},"content":{"rendered":"<p>Did you know that the <strong>47.47% of companies do not achieve email marketing objectives due to lack of internal resources<\/strong>? Yes, interesting and revealing data like this is what you will find in the 3rd edition of the study. <strong><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/estudio-email-marketing-espana-2019\/\" target=\"_blank\">Research on the use and perception of email marketing in Spain 2019<\/a><\/strong><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/estudio-email-marketing-espana-2019\/\" target=\"_blank\"> <\/a>which we have published in Digital Response.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>The participants in this 3rd edition of the study were <strong>158 companies from more than 20 different sectors<\/strong>. The process was as follows: through a survey, we analysed the business landscape and the behaviour of users with email marketing, the tactics and strategies used and the evaluation of the results obtained.<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>We have asked participants many questions, but in this post we will only give you a small taste of what you will find in the studio.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Objectives pursued with email marketing actions <\/strong><\/h2>\n\n\n\n<p>The 2019 study shows that the most popular objective for email marketing is to&nbsp;<strong>generate sales (47,47%)<\/strong>followed closely by that of&nbsp;<strong>generate leads (46,83%).&nbsp;<\/strong>The others would remain in the background with very equal percentages, with the exception of the&nbsp;<strong>Lead<\/strong><strong>nurturing<\/strong>which would be in last position with a&nbsp;<strong>23,43%<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/06\/Objetivos-perseguidos-con-las-acciones-de-email-marketing-1-1-1024x992.png\" alt=\"\" class=\"wp-image-10343\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Segmentation used <\/strong><\/h2>\n\n\n\n<p>When we asked companies about the type of information they use when segmenting, we found that the vast majority used&nbsp;<strong>socio-demographic data (56,96%)&nbsp;<\/strong>y<strong>behavioural (50,63%)<\/strong>.<\/p>\n\n\n\n<p>More and more companies are making a point of getting to know the users that make up their database in order to target them in a much more personalised way, thus increasing the chances of having a positive impact on them.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/06\/segmentaci\u00f3n-1-1024x712.png\" alt=\"\" class=\"wp-image-10342\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Email personalisation<\/strong><\/h2>\n\n\n\n<p>Segmentation allows you to obtain information about users which, as we mentioned earlier, will be very useful for personalising the different fields that make up an email. The&nbsp;<strong>Subject (58,86%)&nbsp;&nbsp;<\/strong>and the&nbsp;<strong>Name of addressee (57,59%)&nbsp;<\/strong>are the two areas most personalised by the companies that participated in the study. To be sure, this is because they are the first items that the email subscriber sees or, in other words, the letter of introduction of the email.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/06\/personalizaci\u00f3n.png\" alt=\"\" class=\"wp-image-10338\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Frequency of dispatch <\/strong><\/h2>\n\n\n\n<p>The frequency of sending email campaigns usually varies depending on the sector of the company or its needs. However, the vast majority of them all agree on sending&nbsp;<strong>2 to 3 emails (28,48%)&nbsp;<\/strong>o<strong>1 email (25,32%)&nbsp;<\/strong>per month. Therefore, the tendency to saturate the subscriber's inbox with communications is a long way off.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/06\/frecuencia_de_envio-1024x588.png\" alt=\"\" class=\"wp-image-10339\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Responsive design<\/strong><\/h2>\n\n\n\n<p>The percentage of companies reporting that they are adapting their emails to mobile devices has increased from\u00a0<strong>69,74% in 2017\u00a0<\/strong>to a\u00a0<strong>75,32% in 2019<\/strong>This is a significant and very positive change. Therefore, many companies are implementing responsive email design, which improves the user experience, does not affect deliverability, increases the ClicktoOpen rate and increases the chances of conversion.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/06\/responsive_email_design-1.png\" alt=\"\" class=\"wp-image-10341\"\/><\/figure>\n\n\n\n<p><br><\/p>\n\n\n\n<p>In the study we have also dedicated a space to analyse the main metrics of the sector: <strong>open rate, click-through rate and conversion rate<\/strong>which have been compared with those obtained in 2017.<br><\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>You can <strong>download the 2019 study <\/strong><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/estudio-email-marketing-espana-2019\/\" target=\"_blank\"><strong>here<\/strong><\/a>. It is completely free of charge and is sure to be of interest to you. We also encourage you to download the <strong><a href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/estudio-email-marketing-espana-2017\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">previous edition (2017)<\/a><\/strong>. This way, you will be able to compare the results and conclusions drawn with those we have obtained this year. Without a doubt, you will have a very real picture of the state and evolution of email marketing in Spain.<br><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00bfSab\u00edas que el 47,47% de las empresas no alcanza los objetivos vinculados al email marketing por falta de recursos internos?\u00a0S\u00ed, datos tan interesantes y reveladores como este son los que encontrar\u00e1s en la 3a edici\u00f3n del estudio Investigaci\u00f3n sobre el uso y la percepci\u00f3n del email marketing en Espa\u00f1a 2019 que hemos publicado en Digital [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-10331","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Este es el estado del Email Marketing en Espa\u00f1a - Digital Response<\/title>\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.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Este es el estado del Email Marketing en Espa\u00f1a - Digital Response\" \/>\n<meta property=\"og:description\" content=\"\u00bfSab\u00edas que el 47,47% de las empresas no alcanza los objetivos vinculados al email marketing por falta de recursos internos?\u00a0S\u00ed, datos tan interesantes y reveladores como este son los que encontrar\u00e1s en la 3a edici\u00f3n del estudio Investigaci\u00f3n sobre el uso y la percepci\u00f3n del email marketing en Espa\u00f1a 2019 que hemos publicado en Digital [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2019-06-12T08:30:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/05\/portada-estudio-email-marketing-2019.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2388\" \/>\n\t<meta property=\"og:image:height\" content=\"1344\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"Este es el estado del Email Marketing en Espa\u00f1a\",\"datePublished\":\"2019-06-12T08:30:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/\"},\"wordCount\":642,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/06\/Objetivos-perseguidos-con-las-acciones-de-email-marketing-1-1-1024x992.png\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/\",\"url\":\"https:\/\/www.digitalresponse.es\/en\/estado-email-marketing-espana-2019\/\",\"name\":\"Este es el estado del Email Marketing en Espa\u00f1a - 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