{"id":1607,"date":"2013-06-26T18:01:18","date_gmt":"2013-06-26T18:01:18","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=1607"},"modified":"2013-06-26T18:01:18","modified_gmt":"2013-06-26T18:01:18","slug":"tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/","title":{"rendered":"Tips to improve the usability of your email marketing campaigns"},"content":{"rendered":"<p>We are used to dealing with key factors in email marketing such as open rates, click-through rates, elements that influence deliverability... However, many times, this obsession with numbers and technical perfection can make us forget a key element in our emails: usability. Much has been said about <strong>usability and user experience<\/strong> on the web, and we should not overlook this when designing and laying out our emails. Numbers are important, but<strong> Our numbers depend first and foremost on the user who receives the email and their experience of opening it.<\/strong><br \/>\n<!--more--><br \/>\nHere are some tips to make your emails intuitive, usable and easy to use.<br \/>\n<strong>- Text VS image.<\/strong><br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/06\/no-se-muestran.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1754\" alt=\"no se muestran\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/06\/no-se-muestran.jpg\" width=\"850\" height=\"65\" \/><\/a><br \/>\nWe should not overuse images in our emails. It is clear that the design and an elaborate image attract the attention of users, but we must be aware that many email platforms do not show the images directly and the user must click on a link to display them. Therefore, we must try to make it clear before the user clicks to see the images, the message and who is sending it, as many recipients will not even see the images. To do this we must first pay attention to the \"From email\" or sender's address and the subject line, and then to the structure of the information in the message.<br \/>\n<strong>- Summarise, summarise, summarise.<\/strong><br \/>\nWe already know that internet users don't read, they scan. This is true on the web, and even more so in emails. We must summarise the texts as much as possible and make it clear through the design which are the most relevant elements and texts.<br \/>\n<strong>- Legibility.<\/strong><br \/>\nWe have to take care of the readability of the message with simple texts with correct alignment and spacing. These are some of the things to take into account for the correct legibility of the mail:<\/p>\n<ul>\n<li>Few <strong>columns<\/strong>1, 2, at most 3.<\/li>\n<li><strong>Width<\/strong> from email: 550-700px on web. 100% of the screen on mobile devices.<\/li>\n<li><strong>Alignment<\/strong> to the left for long texts.<\/li>\n<li><strong>Font size<\/strong>prioritise the importance of texts by using different font sizes and do not use sizes that are too small or too large.<\/li>\n<li><strong>Contrast<\/strong> of colours: we must make sure that the contrast ratio is sufficient for a correct reading. Here is a good tool to check it: <a title=\"Colour Contrast Check, a tool for contrast measurement\" href=\"http:\/\/www.snook.ca\/technical\/colour_contrast\/colour.html\" target=\"_blank\" rel=\"noopener\">Colour Contrast Check.<\/a><\/li>\n<\/ul>\n<p><strong>- Links:<\/strong><br \/>\nTry to use <strong>few <\/strong>links in the body text of the message so that attention is not dispersed. This way the call to action will be clearer.<br \/>\nLinks should lead to pages <strong>relevant<\/strong> regarding the source of the link (related to the image, or the section where it is clicked).<br \/>\n<strong>- Call to action:<\/strong><br \/>\nIt must be <strong>visible and contrasting<\/strong> with respect to its environment (without breaking the design). If possible create buttons <strong>no image<\/strong> (links with a background colour, for example), so that they are always visible. Sometimes it is effective to place several call to actions throughout the message, placing the priority ones at the top.<br \/>\n<strong>- Mobile<\/strong><br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/06\/responsive-email.jpg\"><img decoding=\"async\" class=\"size-full wp-image-1755 alignright\" alt=\"responsive-email\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/06\/responsive-email.jpg\" width=\"383\" height=\"313\" \/><\/a><br \/>\nWe cannot help but think that <strong>more than 30% of emails are opened on mobile devices<\/strong>. The display of messages on these devices must be optimised. To do this we can use percentages or even media queries (<strong>Responsive<\/strong> web design). We will develop these techniques in future articles.<br \/>\n<strong>What other tips would you suggest<\/strong> to optimise the user experience in email marketing campaigns?<strong> What is your experience<\/strong> as users or marketers about the usability of the emails you receive in your inboxes?<\/p>","protected":false},"excerpt":{"rendered":"<p>Estamos acostumbrados a lidiar con factores clave en email marketing como son las tasas de apertura, el ratio de clicks, los elementos que influyen en la entregabilidad\u2026 Sin embargo, muchas veces, esta obsesi\u00f3n por los n\u00fameros y la perfecci\u00f3n t\u00e9cnica puede hacernos olvidar un elemento clave en nuestros emails: la usabilidad. Mucho se ha hablado [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,39],"tags":[65],"post_folder":[],"class_list":["post-1607","post","type-post","status-publish","format-standard","hentry","category-blog","category-diseno-de-emails","tag-usabilidad-en-emails"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tips para mejorar la usabilidad de tus campa\u00f1as de email marketing - 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\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tips para mejorar la usabilidad de tus campa\u00f1as de email marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Estamos acostumbrados a lidiar con factores clave en email marketing como son las tasas de apertura, el ratio de clicks, los elementos que influyen en la entregabilidad\u2026 Sin embargo, muchas veces, esta obsesi\u00f3n por los n\u00fameros y la perfecci\u00f3n t\u00e9cnica puede hacernos olvidar un elemento clave en nuestros emails: la usabilidad. Mucho se ha hablado [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/\" \/>\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=\"2013-06-26T18:01:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/06\/no-se-muestran.jpg\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\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=\"Jordi Puig\" \/>\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\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"Tips para mejorar la usabilidad de tus campa\u00f1as de email marketing\",\"datePublished\":\"2013-06-26T18:01:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/\"},\"wordCount\":648,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/06\/no-se-muestran.jpg\",\"keywords\":[\"Usabilidad en emails\"],\"articleSection\":[\"Blog\",\"Dise\u00f1o de emails\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/tips-para-mejorar-la-usabilidad-de-tus-campanas-de-email-marketing\/\",\"name\":\"Tips para mejorar la usabilidad de tus campa\u00f1as de email marketing - 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