{"id":15464,"date":"2024-12-05T11:04:43","date_gmt":"2024-12-05T11:04:43","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=15464"},"modified":"2025-02-18T09:22:16","modified_gmt":"2025-02-18T08:22:16","slug":"2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/","title":{"rendered":"2024 | A year of progress and challenges for Email Marketing in Spain"},"content":{"rendered":"<p><strong>2024 has been a key year for email marketing, consolidating its position as one of the most effective channels for connecting with users.<\/strong>. At the beginning of the year, Digital Response analysed this panorama through our<a title=\"https:\/\/www.digitalresponse.es\/recursos-email-marketing\/investigacion-sobre-el-uso-y-la-percepcion-del-email-marketing-y-el-ecrm-en-espana-2024\/\" href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/investigacion-sobre-el-uso-y-la-percepcion-del-email-marketing-y-el-ecrm-en-espana-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\"> 7th edition of the annual survey<\/a>where <strong>153 companies<\/strong> shared their strategies, results and perspectives for the future.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n<p>Although this study was conducted at the beginning of 2024, its usefulness at year-end is evident. It allows us to reflect on the trends identified and compare them with the current results, offering a <strong>full analysis of how the channel has evolved<\/strong>. In addition, <strong>these data can be key to planning for 2025,<\/strong> helping to identify opportunities, learn from the year's challenges and lay a solid foundation for the future of email marketing.<\/p>\r\n\r\n\r\n\r\n<p>Thus,<strong> In this post we will look at an analysis of email marketing strategies, trends and challenges in 2024, based on our research conducted earlier this year.<\/strong>. You'll also find out how these findings can help you improve your campaigns for 2025.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading has-text-color\" style=\"color: #0b4057;\">Highlights of the 2024 annual survey<\/h3>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 10px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading has-text-color\" style=\"color: #0b4057;\"><strong>Email as a revenue generator<\/strong><\/h4>\r\n\r\n\r\n\r\n<p>This year, the <strong>79.7% of companies in Spain have prioritised email marketing as a key tool to increase sales and revenue.<\/strong>. In addition, loyalty (58.8%) and engagement (51%) have gained weight as strategic objectives.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 10px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading has-text-color\" style=\"color: #0b4057;\">Segmentation and personalisation on the rise<\/h4>\r\n\r\n\r\n\r\n<p>Behavioural data and engagement levels have led the segmentation, with 72.5% and 70.6% of companies using them, respectively. Also, <strong>the most common personalisations have been in the subject line (70.6%) and the name of the addressee (68%).<\/strong><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 10px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading has-text-color\" style=\"color: #0b4057;\">Performance improvements<\/h4>\r\n\r\n\r\n\r\n<p>In 2024, <strong>more than 57% of companies reported increases in click-through and conversion rates, highlighting the channel's growing effectiveness.<\/strong>. This progress has been made possible thanks to a strong commitment to continuous testing, especially on the subject matter and delivery schedules.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 10px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading has-text-color\" style=\"color: #0b4057;\">Remaining challenges<\/h4>\r\n\r\n\r\n\r\n<p>Despite progress, <strong>Lack of internal resources (52.3%) remains the main obstacle for many companies.<\/strong>. This challenge has limited its ability to achieve more ambitious goals.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 10px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading has-text-color\" style=\"color: #0b4057;\">Email as a strategic priority<\/h4>\r\n\r\n\r\n\r\n<p>In terms of investment,<strong> 45.1% of companies are committed to increasing their email marketing budget by 2024.<\/strong>reflecting confidence in this channel. Even so, 36.6% still do not know how much of their total marketing budget is dedicated to email.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 20px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading has-text-color\" style=\"color: #0b4057;\">Trends that have marked this 2024<\/h3>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 10px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong><span style=\"text-decoration: underline;\">Consolidating automation<\/span><\/strong>With 83.7% of companies implementing Customer Journeys, the focus on automating key interactions such as welcomes, birthdays and reactivations has taken hold.<\/p>\r\n\r\n\r\n\r\n<p><strong><span style=\"text-decoration: underline;\">Multi-channel coordination<\/span><\/strong>69.9% of companies have integrated email with social media strategies, maximising the impact of their campaigns.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 50px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p>Ultimately, 2024 has shown that <strong>email marketing remains a fundamental pillar of digital strategies.<\/strong>. However, the sustainable growth of the channel will depend on addressing current challenges and continuing to explore new ways of <strong>personalisation, segmentation and automation<\/strong>.<\/p>\r\n\r\n\r\n\r\n<p>At Digital Response, we are ready to accompany companies in this evolution. We invite you to download our full report to see all the data and trends that defined this year!<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 65px;\" aria-hidden=\"true\">\u00a0<\/div>","protected":false},"excerpt":{"rendered":"<p>El 2024 ha sido un a\u00f1o clave para el email marketing, consolid\u00e1ndose como uno de los canales m\u00e1s efectivos para conectar con los usuarios. Desde Digital Response, a principios de a\u00f1o analizamos este panorama a trav\u00e9s de nuestra 7\u00aa edici\u00f3n del estudio anual, donde 153 empresas compartieron sus estrategias, resultados y perspectivas para el futuro. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15484,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-15464","post","type-post","status-publish","format-standard","has-post-thumbnail","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>2024 | Un a\u00f1o de avances y desaf\u00edos para el 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\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2024 | Un a\u00f1o de avances y desaf\u00edos para el Email Marketing en Espa\u00f1a - Digital Response\" \/>\n<meta property=\"og:description\" content=\"El 2024 ha sido un a\u00f1o clave para el email marketing, consolid\u00e1ndose como uno de los canales m\u00e1s efectivos para conectar con los usuarios. Desde Digital Response, a principios de a\u00f1o analizamos este panorama a trav\u00e9s de nuestra 7\u00aa edici\u00f3n del estudio anual, donde 153 empresas compartieron sus estrategias, resultados y perspectivas para el futuro. [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/\" \/>\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=\"2024-12-05T11:04:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-18T08:22:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/12\/PORTADAS-BLOG-26-1-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sara Rovira\" \/>\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=\"Sara Rovira\" \/>\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\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/\"},\"author\":{\"name\":\"Sara Rovira\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c281cb0d7875cd6c8c901c984012918f\"},\"headline\":\"2024 | Un a\u00f1o de avances y desaf\u00edos para el Email Marketing en Espa\u00f1a\",\"datePublished\":\"2024-12-05T11:04:43+00:00\",\"dateModified\":\"2025-02-18T08:22:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/\"},\"wordCount\":568,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/12\/PORTADAS-BLOG-26-1-1.png\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/\",\"url\":\"https:\/\/www.digitalresponse.es\/2024-un-ano-de-avances-y-desafios-para-el-email-marketing-en-espana\/\",\"name\":\"2024 | Un a\u00f1o de avances y desaf\u00edos para el Email Marketing en Espa\u00f1a - 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