{"id":28899,"date":"2025-06-25T13:56:47","date_gmt":"2025-06-25T11:56:47","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=28899"},"modified":"2025-06-26T11:09:35","modified_gmt":"2025-06-26T09:09:35","slug":"del-lead-a-la-fidelizacion-como-crear-journeys-que-convierten-y-retienen","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/del-lead-a-la-fidelizacion-como-crear-journeys-que-convierten-y-retienen\/","title":{"rendered":"From lead to loyalty: How to create journeys that convert and retain"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"28899\" class=\"elementor elementor-28899\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6623fac e-flex e-con-boxed e-con e-parent\" data-id=\"6623fac\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f253e6c elementor-widget elementor-widget-text-editor\" data-id=\"f253e6c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"117\" data-end=\"480\">Capturing a lead may seem like an achievement, but it's really just the beginning. The hard part - and the really valuable part - comes later: getting that person interested, buying and, over time, repeating. That's what it's all about, <b>it is not enough to launch single campaigns<\/b>. A strategy is needed that accompanies the user step by step, with messages of value at the right time.<\/p><p data-start=\"482\" data-end=\"751\">The <i>journeys<\/i> automated systems allow you to do just that: establish a coherent and sustained relationship over time. In this post, we'll tell you how to structure paths that help you to convert more and, above all, to maintain the bond with your customers in the long term.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f72d860 elementor-widget elementor-widget-spacer\" data-id=\"f72d860\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-67ee2e4 e-con-full e-flex e-con e-parent\" data-id=\"67ee2e4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e85a4fb elementor-widget elementor-widget-heading\" data-id=\"e85a4fb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why do you need a <i>journey<\/i> automated?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c18ab0d elementor-widget elementor-widget-text-editor\" data-id=\"c18ab0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\"><strong>The customer journey is a person's complete journey with your brand.<\/strong>Their first interactions, their decision process, the purchase, and what happens afterwards. Automating this path allows you to offer <strong>personalised and lasting experiences<\/strong>optimising resources and improving results.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a3e3f68 e-flex e-con-boxed e-con e-parent\" data-id=\"a3e3f68\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7c3619e elementor-widget elementor-widget-heading\" data-id=\"7c3619e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Benefits of a good <i>journey<\/i>:<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f97eda6 elementor-widget elementor-widget-text-editor\" data-id=\"f97eda6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><b>Increased conversions<\/b><span style=\"font-weight: 400;\"> thanks to messages adapted to the user's context.<\/span><\/li><li><span style=\"font-weight: 400;\">Mayor <\/span><b>loyalty<\/b><span style=\"font-weight: 400;\"> y <\/span><b>replay<\/b><span style=\"font-weight: 400;\"> purchase.<\/span><\/li><li><span style=\"font-weight: 400;\"><strong>Reduction of operating costs<\/strong> through automation.<\/span><\/li><li><span style=\"font-weight: 400;\"><strong>Scalability of the strategy<\/strong> without losing personalisation.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-875f3d3 elementor-widget elementor-widget-text-editor\" data-id=\"875f3d3\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Before designing any journey, e<strong>he choice of the right tool is essential<\/strong> according to your level of digital maturity - find out how to do this\u00a0<a href=\"https:\/\/www.digitalresponse.es\/en\/como-elegir-la-herramienta-adecuada-de-marketing-automation-segun-tu-madurez-digital\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1915600 elementor-widget elementor-widget-spacer\" data-id=\"1915600\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-047623c elementor-widget elementor-widget-heading\" data-id=\"047623c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to create <i>journeys<\/i> that convert and retain?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a91e87 elementor-widget elementor-widget-spacer\" data-id=\"3a91e87\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bb4362 elementor-widget elementor-widget-heading\" data-id=\"8bb4362\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">1. Know your audience<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b866956 elementor-widget elementor-widget-text-editor\" data-id=\"b866956\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">All <em>journey<\/em> Start with good segmentation. Use available data (behaviour, interests, purchase history) to divide your database into relevant groups. The more granular the segmentation, the more effective the automation will be.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96a10a7 elementor-widget elementor-widget-heading\" data-id=\"96a10a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">2. Design each phase with a clear objective<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10e139d elementor-widget elementor-widget-text-editor\" data-id=\"10e139d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Define what you want to achieve at each point in the journey: welcome, activation, purchase, loyalty, recovery... Each stage must have a defined message, channel and action. Avoid generic automatisms: the journey must be adapted to the user's context.<\/span><\/p><p>For example, <strong>to correctly automate the<\/strong> <b>welcome emails <\/b>sets the tone for the rest of the journey. If you are interested in finding out more about this topic, read our post about the\u00a0<a style=\"font-family: 'DM Sans', sans-serif; font-weight: 400; font-size: 16px;\" href=\"https:\/\/www.digitalresponse.es\/en\/la-importancia-de-automatizar-las-campanas-de-bienvenida\/\" target=\"_blank\" rel=\"noopener\">welcome campaigns<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82e1e15 elementor-widget elementor-widget-heading\" data-id=\"82e1e15\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">3. Prioritise content and design<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d9c9ba elementor-widget elementor-widget-text-editor\" data-id=\"0d9c9ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A well-constructed journey fails if the emails do not connect. Take care of the visual design, adapt messages to the user's device and use clear calls to action. A good responsive email design can make the difference between a click and an abandonment.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7fc800 elementor-widget elementor-widget-heading\" data-id=\"a7fc800\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">4. Measure, learn and optimise<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37e03a5 elementor-widget elementor-widget-text-editor\" data-id=\"37e03a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Automation is not a process that is set up once and forgotten.<\/b><span style=\"font-weight: 400;\"> Review results, run A\/B tests and optimise continuously. Metrics such as time between interactions, conversion per phase or post-purchase retention are key to improve your journeys.<\/span><\/p><p><a style=\"font-family: Rubik, sans-serif; font-weight: 400; font-size: 16px;\" href=\"https:\/\/www.digitalresponse.es\/en\/los-kpis-que-de-verdad-importan-en-email-marketing\/\" target=\"_blank\" rel=\"noopener\">Define which metrics to track: from open rate to post-purchase retention.<\/a>\u00a0to make informed decisions and continuously improve your automated tours.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fc40921 e-flex e-con-boxed e-con e-parent\" data-id=\"fc40921\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-648978c elementor-widget elementor-widget-spacer\" data-id=\"648978c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be9d420 elementor-widget elementor-widget-heading\" data-id=\"be9d420\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Do you want to get the most out of your <i>journeys<\/i> automated?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c3c76e elementor-widget elementor-widget-text-editor\" data-id=\"2c3c76e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>At\u00a0<a href=\"http:\/\/www.digitalresponse.es\/en\/\" target=\"_blank\" rel=\"noopener\">Digital Response<\/a>\u00a0we help brands transform their marketing automation strategy, optimising every stage of the customer lifecycle. We have a specialised team and experience in the management of <strong style=\"color: #232527;\" data-start=\"465\" data-end=\"501\">complex automated campaigns<\/strong>adapted to every need.<\/p><p>Our services include:<\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Design and layout<\/strong> of responsive HTML emails.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Activation of <strong>automated campaigns<\/strong>.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Outsourcing<\/strong> email marketing.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Support<\/strong> <strong>on leading platforms<\/strong> automation.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li><span style=\"font-weight: 400;\"><strong>Maintenance and optimisation<\/strong> of marketing automation programmes.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>C\u00f3mo crear journeys que convierten. Captar un lead puede parecer un logro, pero en realidad es solo el comienzo. Lo dif\u00edcil \u2014y lo verdaderamente valioso\u2014 viene despu\u00e9s: conseguir que esa persona se interese, compre y, con el tiempo, repita. Para eso, no basta con lanzar campa\u00f1as sueltas. Hace falta una estrategia que acompa\u00f1e al usuario [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":28920,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-28899","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>C\u00f3mo crear journeys que convierten y retienen<\/title>\n<meta name=\"description\" content=\"C\u00f3mo crear journeys que convierten. 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