{"id":3919,"date":"2015-03-02T08:37:17","date_gmt":"2015-03-02T07:37:17","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3919"},"modified":"2015-03-02T08:37:17","modified_gmt":"2015-03-02T07:37:17","slug":"la-relevancia-de-la-comunicacion-clave-en-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/la-relevancia-de-la-comunicacion-clave-en-email-marketing\/","title":{"rendered":"The relevance of communication is key in email marketing."},"content":{"rendered":"<p>&nbsp;<br \/>\n<img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft wp-image-3921 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/relevnace_240215.jpeg\" alt=\"relevnace_240215\" width=\"239\" height=\"211\" \/><br \/>\nOne of the key aspects that will affect the development of our email marketing actions is the relevance of the content we communicate to each user. The relevance of a marketing communication has to do with the ability to adapt the message to the reality of the person to whom it is addressed.<!--more--> <strong>Se trata de comunicar el contenido m\u00e1s adecuado en el momento m\u00e1s oportuno para el usuario<\/strong>. Desde este punto de vista, habr\u00eda que\u00a0considerar:<\/p>\n<ol>\n<li>The <strong>realidad socio-demogr\u00e1fica<\/strong> del usuario (donde vive, su edad, su g\u00e9nero, su estatus familiar y social, nivel de estudios).<\/li>\n<li>Su <strong>perfil psicogr\u00e1fico<\/strong> (desde un punto de vista sociol\u00f3gico y de consumo qu\u00e9 atributos le describen \u2013perfil urbano o rural, amante de las nuevas tecnolog\u00edas, ecologista, amante de los lujos y la moda, etc.).<\/li>\n<li>Su <strong>comportamiento<\/strong> (de navegaci\u00f3n en el sitio web, la frecuencia de compra, su asistencia a eventos, etc.), nos permitir\u00e1 crear un perfil m\u00e1s definido sobre sus preferencias en un momento dado en la que se encuentra el usuario.<\/li>\n<li>Via <strong>encuestas, cuestionarios o <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/7-claves-para-tener-un-buen-centro-de-preferencias\/\" target=\"_blank\" rel=\"noopener\">preference center<\/a>,<\/strong> el usuario nos dir\u00e1 qu\u00e9 intereses personales le distinguen<\/li>\n<li><strong>Los momentos en que se producen hechos relevantes<\/strong> para el usuario (cumplea\u00f1os, nacimiento de un hijo, compra de una vivienda, inicio de las vacaciones, navidad, etc..)<\/li>\n<\/ol>\n<p>Si somos capaces de adaptar nuestros mensajes a\u00a0cada una de las fases del ciclo de vida, con contenidos que tengan en cuenta la realidad en cuanto consumidores de nuestros usuarios, tenderemos a generar comunicaciones relevantes para ellos, de tal modo que veremos como los indicadores de performance de nuestras acciones (aperturas, reactividad, churn, ventas) mejoran de forma continuada.<br \/>\nEsta idea puede verse ilustrada en el siguiente gr\u00e1fico.<br \/>\n&nbsp;<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/grafico_relevancia.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-3920\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/grafico_relevancia.png\" alt=\"grafico_relevancia\" width=\"480\" height=\"245\" \/><\/a><br \/>\n&nbsp;<br \/>\n&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; One of the key aspects that will affect the development of our email marketing actions is the relevance of the content we communicate to each user. The relevance of a marketing communication has to do with the ability to adapt the message to the reality of the person to whom it is addressed.<\/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":[37,41],"tags":[],"post_folder":[],"class_list":["post-3919","post","type-post","status-publish","format-standard","hentry","category-blog","category-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La relevancia de la comunicaci\u00f3n, clave 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-relevancia-de-la-comunicacion-clave-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 relevancia de la comunicaci\u00f3n, clave en email marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Uno de los aspectos\u00a0clave que afectar\u00e1 al\u00a0desarrollo de nuestras acciones de email marketing es\u00a0la relevancia de\u00a0los contenidos que comuniquemos a\u00a0cada usuario. La relevancia de una comunicaci\u00f3n de marketing tiene que ver con la capacidad de adaptar el mensaje a la realidad de la persona a quien va dirigida.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/la-relevancia-de-la-comunicacion-clave-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=\"2015-03-02T07:37:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/grafico_relevancia.png\" \/>\n\t<meta property=\"og:image:width\" content=\"425\" \/>\n\t<meta property=\"og:image:height\" content=\"217\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/la-relevancia-de-la-comunicacion-clave-en-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-relevancia-de-la-comunicacion-clave-en-email-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"La relevancia de la comunicaci\u00f3n, clave en email marketing\",\"datePublished\":\"2015-03-02T07:37:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-relevancia-de-la-comunicacion-clave-en-email-marketing\/\"},\"wordCount\":304,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/la-relevancia-de-la-comunicacion-clave-en-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/relevnace_240215.jpeg\",\"articleSection\":[\"Blog\",\"Email Marketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/la-relevancia-de-la-comunicacion-clave-en-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/la-relevancia-de-la-comunicacion-clave-en-email-marketing\/\",\"name\":\"La relevancia de la comunicaci\u00f3n, clave en email marketing - 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