{"id":3595,"date":"2014-11-14T13:51:44","date_gmt":"2014-11-14T13:51:44","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3595"},"modified":"2014-11-14T13:51:44","modified_gmt":"2014-11-14T13:51:44","slug":"case-study-aplicacion-del-responsive-email-design-en-la-estrategia-de-email-marketing-relacional-de-tous","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/case-study-aplicacion-del-responsive-email-design-en-la-estrategia-de-email-marketing-relacional-de-tous\/","title":{"rendered":"Case Study TOUS: Application of responsive email design in relationship email marketing strategy"},"content":{"rendered":"<ul>\n<li>CLIENTE: TOUS<img decoding=\"async\" class=\"wp-image-3626 alignright\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/tous_logo-300x68.jpeg\" alt=\"TOUS\" width=\"124\" height=\"28\" \/><\/li>\n<li>AGENCIA: Digital Response<\/li>\n<li>CASO: Aplicaci\u00f3n del Responsive Email Design a la estrategia de Email Marketing<\/li>\n<\/ul>\n<p><!--more--><\/p>\n<p style=\"text-align: left;\"><strong>SUMARIO\u00a0<\/strong><\/p>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.714285714; font-size: 1rem;\">Todas las fuentes (analistas y proveedores de tecnolog\u00eda) que aportan datos sobre el comportamiento del consumidor en relaci\u00f3n a la interacci\u00f3n con el email, coinciden en destacar el <\/span><strong style=\"line-height: 1.714285714; font-size: 1rem;\">incremento de los dispositivos m\u00f3viles como entorno de la interacci\u00f3n<\/strong><span style=\"line-height: 1.714285714; font-size: 1rem;\">. Algunos datos son reveladores:<\/span><\/p>\n<ul>\n<li><strong>\u00a0 \u00a0 La tasa de aperturas en dispositivos m\u00f3viles suponen casi el 50% del total\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/strong>(un\u00a0aumento del \u00a0 \u00a021% en 2013 respecto a 2012)<\/li>\n<li>\u00a0 \u00a0 iPhone es el principal cliente de correo, seguido por Gmail y Outlook (desktop)<\/li>\n<li>\u00a0 \u00a0 El 38% de las aperturas se producen en iOS (supone una buena noticia para los dise\u00f1adores, puesto que son los dispositivos que mejor soporte dan al Responsive Design).<\/li>\n<\/ul>\n<p>In this context, <strong>TOUS<\/strong> ha decidido apostar por adaptar sus emails a esta nueva realidad, <strong>aplicando el responsive email design con el objetivo de mejorar la experiencia del usuario<\/strong> . A continuaci\u00f3n presentamos las fases del proyecto y sus resultados.<br \/>\n<strong>EL PROYECTO<\/strong><br \/>\nCuando TOUS decidi\u00f3 convertir los emailings comerciales y transaccionales en responsive para adaptarlos a los dispositivos m\u00f3viles, lo primero que se hizo fue comprobar si la inversi\u00f3n en recursos que supon\u00eda el proyecto estaba justificada. <strong>En primer lugar era necesario determinar qu\u00e9 parte de los usuarios interactuaban con los emailings a trav\u00e9s del m\u00f3vil<\/strong>. Adem\u00e1s, todos los implicados \u00e9ramos conscientes de la dificultad que supone maquetar un email responsive: por un lado se necesita haber experimentado en un buen n\u00famero de ocasiones y circunstancias (como en todo trabajo \u201cartesanal\u201d, la experiencia es b\u00e1sica para lograr un buen acabado), por otro lado se necesita un buen conocimiento de las t\u00e9cnicas que se aplican al responsive y estar al d\u00eda de lo que la comunidad de profesionales del email marketing publica.<br \/>\nFinalmente, planeaba la duda de si la densidad del c\u00f3digo que exige el responsive afectar\u00eda negativamente a la entregabilidad del los emailings (apenas hay informaci\u00f3n al respecto y la que hay es ambigua).<\/p>\n<p style=\"text-align: center;\"><strong><em>En definitiva, deb\u00edamos arrancar con una \u00abinvestigaci\u00f3n\u00bb cuyos resultados justificar\u00edan el abordar o no la conversi\u00f3n de los emailings comerciales de TOUS en responsive.<\/em><\/strong><\/p>\n<p><strong>FASE DE TEST<\/strong><br \/>\nAs\u00ed las cosas, decidimos llevar a cabo un AB test, en los mercados espa\u00f1ol, portugu\u00e9s y norteamericano, con el doble objetivo de determinar si la maquetaci\u00f3n responsive:<br \/>\n\u2022 Penalizaba a entregabilidad<br \/>\n\u2022 Mejoraba las m\u00e9tricas de interacci\u00f3n tras el open (click)<br \/>\nAdem\u00e1s, el test nos servir\u00eda para reconocer cu\u00e1l era el uso del m\u00f3vil en comparaci\u00f3n con soportes de escritorio en cada uno de estos mercados. <strong>El test consisti\u00f3 en enviar a una mitad de la base de datos, en cada mercado, el email responsive y a la otra mitad una versi\u00f3n no responsive. El resto de variables (d\u00eda y hora del env\u00edo, asunto, contenido) fueron id\u00e9nticas en todos los casos<\/strong>.<br \/>\n&nbsp;<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Responsive_Tous.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-3597\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Responsive_Tous-528x1024.png\" alt=\"Responsive Email Tous\" width=\"455\" height=\"882\" \/><\/a><br \/>\n&nbsp;<br \/>\n<strong>RESULTS<\/strong><br \/>\nUn primer resultado del test fue, como ya anticip\u00e1bamos, reconocer los usos de dispositivos m\u00f3viles y de escritorio en cada uno de los mercados. Como vemos en el gr\u00e1fico a continuaci\u00f3n, tanto en USA como en Espa\u00f1a las aperturas en dispositivos m\u00f3viles superaron el 50%. Ya con estos datos, quedaba justificada la apuesta de TOUS por abordar la cuesti\u00f3n del responsive.<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Resultados_mercado.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-3598\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Resultados_mercado.png\" alt=\"Resultados_mercado\" width=\"543\" height=\"362\" \/><\/a><br \/>\n&nbsp;<br \/>\nEn segundo lugar, el an\u00e1lisis de los resultados arroj\u00f3 las siguientes conclusiones<br \/>\n&nbsp;<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Resultados_CTO.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3599 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Resultados_CTO.png\" alt=\"Resultados CTO\" width=\"563\" height=\"376\" \/><\/a><br \/>\n\u2022 La tasa de aperturas no se vio penalizada<br \/>\n\u2022 La tasa de click to open fue un 16% mayor en la versi\u00f3n responsive. En otros t\u00e9rminos, hubo un \u00a0 \u00a016% m\u00e1s de usuarios que hicieron click en el email al abrirlo en la versi\u00f3n responsive que en la \u00a0 \u00a0 normal.<br \/>\n<strong>FASE DE PRODUCCI\u00d3N<\/strong><br \/>\nTeniendo en cuenta la relaci\u00f3n de los clics con las conversiones, qued\u00f3 justificado el elaborar unas plantillas responsive sobre las que adaptar los contenidos para cada campa\u00f1a. Cada plantilla corresponder\u00eda a distintas tipolog\u00edas de emails comerciales y a los emails autom\u00e1ticos de confirmaci\u00f3n y bienvenida.<br \/>\n&nbsp;<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Email_responsive_tous.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3600 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/Email_responsive_tous.png\" alt=\"Email Responsive Tous\" width=\"975\" height=\"1007\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>CLIENT: TOUS AGENCY: Digital Response CASE: Applying Responsive Email Design to Email Marketing Strategy<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116,63],"tags":[],"post_folder":[],"class_list":["post-3595","post","type-post","status-publish","format-standard","hentry","category-case-studies-email-marketing","category-email-movil"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case Study TOUS:\u00a0Aplicaci\u00f3n del responsive email design en la estrategia de email marketing relacional - 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\/case-study-aplicacion-del-responsive-email-design-en-la-estrategia-de-email-marketing-relacional-de-tous\/\" \/>\n<meta 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