{"id":4665,"date":"2015-09-23T16:10:38","date_gmt":"2015-09-23T14:10:38","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=4665"},"modified":"2015-09-23T16:10:38","modified_gmt":"2015-09-23T14:10:38","slug":"el-rol-del-email-marketing-a-lo-largo-del-customer-journey","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/","title":{"rendered":"The role of Email Marketing throughout the Customer Journey"},"content":{"rendered":"<p class=\"p1\">Econsultancy y Adobe acaban de publicar el \u00ab<a href=\"https:\/\/econsultancy.com\/reports\/the-multichannel-reality\/\" target=\"_blank\" rel=\"noopener\">Quarterly Digital Intelligence Briefing: The Multichannel Reality<\/a>\u00ab. El trabajo presenta los resultados de una encuesta a 1.945 marketers acerca del grado de integraci\u00f3n entre canales. A partir de estos datos reflexionamos sobre el papel que el marketing cross channel va a jugar en el futuro y, concretamente, del lugar que el<span class=\"Apple-converted-space\">\u00a0 <\/span>Email Marketing tiene\u00a0a lo largo del <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customer journey<\/a>.<\/p>\n<p><!--more--><\/p>\n<ul>\n<li class=\"p1\">En primer lugar, se pone de manifiesto la relevancia del Email en todas las fases del customer journey. Hay que tener en cuenta los datos de la Direct Marketing Association seg\u00fan los cuales <strong>los consumidores pasaron de dedicar 1,74 horas al Email en el hogar en 2010, a dedicarle en 2014 2,02 horas<\/strong>. Y esto se produce en un contexto en el que las aperturas de los emails se producen ya m\u00e1s en m\u00f3vil que en desktop.<\/li>\n<li class=\"p1\">On the other hand, <strong>el 42% de los consultados afirman que el email juega un rol central en las fases de retenci\u00f3n del customer journey, mientras que en las de conversi\u00f3n supone un 30%.<\/strong><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/09\/customer_journey.jpg\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-4669 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/09\/customer_journey.jpg\" alt=\"customer_journey\" width=\"342\" height=\"260\" \/><\/a><\/p>\n<ul>\n<li class=\"p1\">Un tercer punto que nos ha llamado la atenci\u00f3n tiene que ver<span class=\"Apple-converted-space\">\u00a0 <\/span>con las capacidades que los marekters tienen en relaci\u00f3n al Email Markeitng. Tan solo un 17% afirma poder llevar a cabo <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-email-marketing-contextual\/\" target=\"_blank\" rel=\"noopener\">Email Marketing Contextual<\/a> <span class=\"Apple-converted-space\">\u00a0<\/span>y un 28% declara que puede insertar contenido basado en el comportamiento previo del usuario.<\/li>\n<li class=\"p1\">Las capacidades m\u00e1s \u00absofisticadas\u00bb del Email Marketing siguen siendo<span class=\"Apple-converted-space\">\u00a0 <\/span>poco explotadas, posiblemente por la complejidad que supone implementarlas en los ESP. Sin embargo, son estas precisamente las capacidades a las que mayor importancia va a darse en el futuro.<\/li>\n<\/ul>\n<p>Desde nuestro punto de vista, el Email puede aportar valor si se utiliza adecuadamente <strong>a lo largo de todo el customer journey<\/strong>. Es evidente que el principal papel del email consiste en llevar tr\u00e1fico a un lugar donde, si todo va bien, se iniciar\u00e1 un proceso que culminar\u00e1 en una conversi\u00f3n. La cuesti\u00f3n es que este proceso a veces ser\u00e1 continuo y otras discontinuo (en el primero de los casos el email podr\u00e1 ser valorado, refiri\u00e9ndonos al <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/caso-practico-atribucion-de-conversiones-en-email-marketing\/\" target=\"_blank\" rel=\"noopener\">modelo de atribuci\u00f3n<\/a>, en base a la \u00faltima interacci\u00f3n. M\u00e1s dif\u00edcil ser\u00e1 establecer el modelo adecuado en el segundo caso).\u00a0Bien, m\u00e1s all\u00e1 de estas consideraciones, es fundamental hacer \u00ab<strong>el mejor email marketing posible<\/strong>\u00ab, y esto significa personalizar los contenidos, enviar en tiempo real, automatizar procesos y tener en cuenta el contexto. Es decir, sea cu\u00e1l sea el papel que otorguemos al Email Marketing cuando dise\u00f1emos un customer journey, \u00a0debemos de incorporar las capacidades que en el trabajo mencionado al principio del post, est\u00e1n a\u00fan siendo poco explotadas.<\/p>\n<p class=\"p1\">Existe el riesgo de poner demasiados recursos en el <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">Cross Channel<\/a> y lo multicanal y olvidarnos de profundizar en aquellas capacidades del Email Marketing que un mayor impacto tienen en la optimizaci\u00f3n de los resultados<\/p>","protected":false},"excerpt":{"rendered":"<p>Econsultancy y Adobe acaban de publicar el \u00abQuarterly Digital Intelligence Briefing: The Multichannel Reality\u00ab. El trabajo presenta los resultados de una encuesta a 1.945 marketers acerca del grado de integraci\u00f3n entre canales. A partir de estos datos reflexionamos sobre el papel que el marketing cross channel va a jugar en el futuro y, concretamente, del [&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":[37,43],"tags":[],"post_folder":[],"class_list":["post-4665","post","type-post","status-publish","format-standard","hentry","category-blog","category-ciclo-vida-cliente-lifetime-value"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El rol del Email Marketing a lo largo del Customer Journey - 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\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El rol del Email Marketing a lo largo del Customer Journey - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Econsultancy y Adobe acaban de publicar el \u00abQuarterly Digital Intelligence Briefing: The Multichannel Reality\u00ab. El trabajo presenta los resultados de una encuesta a 1.945 marketers acerca del grado de integraci\u00f3n entre canales. A partir de estos datos reflexionamos sobre el papel que el marketing cross channel va a jugar en el futuro y, concretamente, del [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/\" \/>\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=\"2015-09-23T14:10:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/09\/customer_journey.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"380\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"El rol del Email Marketing a lo largo del Customer Journey\",\"datePublished\":\"2015-09-23T14:10:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/\"},\"wordCount\":492,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/09\/customer_journey.jpg\",\"articleSection\":[\"Blog\",\"Ciclo de Vida del Cliente\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/\",\"url\":\"https:\/\/www.digitalresponse.es\/el-rol-del-email-marketing-a-lo-largo-del-customer-journey\/\",\"name\":\"El rol del Email Marketing a lo largo del Customer Journey - 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