{"id":3668,"date":"2014-12-03T08:20:39","date_gmt":"2014-12-03T07:20:39","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3668"},"modified":"2014-12-03T08:20:39","modified_gmt":"2014-12-03T07:20:39","slug":"la-importancia-de-la-claridad-del-mensaje-en-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/","title":{"rendered":"The importance of message clarity in Email Marketing"},"content":{"rendered":"<p>One of the most common temptations for our customers is to want to <strong>enter too many messages in the same email.<\/strong> It is reasonable to think that we should take advantage of the moment of contact with the user and propose various options for interaction, but we must not forget that <strong>A clear and unambiguous message can generate a greater response.<\/strong><!--more--><br \/>\nWe have recently had an experience that illustrates the situation described above. The context is that of a reactivation email that asked inactive users to either \"unsubscribe\" or \"confirm their subscription\". In this sense, the objective we were pursuing was interaction in one direction or the other.<br \/>\nThe starting point was to carry out a test with the two versions of the message:<\/p>\n<ul>\n<li>A unique message to confirm your subscription or unsubscribe: <em><strong>Confirm your subscription<\/strong><\/em><\/li>\n<li>A message in which confirmation of the subscription was incentivised by a 10% discount on the next booking. <strong><em>Confirm your subscription and get a 10% discount on your next booking.\u00a0<\/em><\/strong>(note that we add, to the \"confirmation\" element, the \"purchase\" element)<\/li>\n<\/ul>\n<p>The results we obtained were as follows:<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/reactivacion_dh_1.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-3674 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/reactivacion_dh_1.png\" alt=\"reactivacion_dh_1\" width=\"892\" height=\"448\" \/><\/a><br \/>\nAs we can see in the graph, the \"direct\" version (Confirm your subscription) performed better in all metrics analysed except for the % of reactivated users. The data shows that the incentive led to more users clicking on the subscription confirmation among all clickers. However, when analysing the absolute data and the final interaction ratio (this includes both unsubscribes and subscription confirmations), the success of the \"direct\" version was clear. In other words, <strong>At the same number of messages sent, more opt-ins and unsubscribes were obtained for the direct version than for the version offering the 10% discount.<\/strong><br \/>\nThis case is interesting in that it highlights how the same message can be interpreted differently depending on how it is delivered, and reinforces the idea of the greater effectiveness of unambiguous and direct messages when it comes to moving the user to action.<br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Una de las tentaciones que con m\u00e1s frecuencia asalta a nuestros clientes consiste en querer introducir demasiados mensajes en un mismo email. Es razonable pensar que hay que aprovechar el momento de contacto con el usuario y\u00a0proponerle varias opciones de interacci\u00f3n, sin embargo, no hemos de olvidar que un mensaje claro y un\u00edvoco\u00a0puede generar una [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,39],"tags":[],"post_folder":[],"class_list":["post-3668","post","type-post","status-publish","format-standard","hentry","category-blog","category-diseno-de-emails"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La importancia de la claridad del mensaje en 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\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La importancia de la claridad del mensaje en Email Marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Una de las tentaciones que con m\u00e1s frecuencia asalta a nuestros clientes consiste en querer introducir demasiados mensajes en un mismo email. Es razonable pensar que hay que aprovechar el momento de contacto con el usuario y\u00a0proponerle varias opciones de interacci\u00f3n, sin embargo, no hemos de olvidar que un mensaje claro y un\u00edvoco\u00a0puede generar una [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/la-importancia-de-la-claridad-del-mensaje-en-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=\"2014-12-03T07:20:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/reactivacion_dh_1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"892\" \/>\n\t<meta property=\"og:image:height\" content=\"448\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"La importancia de la claridad del mensaje en Email Marketing\",\"datePublished\":\"2014-12-03T07:20:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/\"},\"wordCount\":400,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/11\/reactivacion_dh_1.png\",\"articleSection\":[\"Blog\",\"Dise\u00f1o de emails\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/la-importancia-de-la-claridad-del-mensaje-en-email-marketing\/\",\"name\":\"La importancia de la claridad del mensaje en Email Marketing - 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