{"id":572,"date":"2012-06-21T18:22:06","date_gmt":"2012-06-21T16:22:06","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=572"},"modified":"2012-06-21T18:22:06","modified_gmt":"2012-06-21T16:22:06","slug":"3-reglas-basicas-para-disenar-un-emailing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/3-reglas-basicas-para-disenar-un-emailing\/","title":{"rendered":"3 basic rules for designing an emailing campaign"},"content":{"rendered":"

La saturaci\u00f3n de emails que recibimos hace que el poco tiempo que dedicamos a leerlos sea muy selectivo.<\/strong> Es decir, de entre la cantidad de emails que recibimos cada d\u00eda, tenderemos a prestar atenci\u00f3n a aquellos que:
\n
\n– Transmitan informaci\u00f3n relevante en ese momento concreto.
\n– Provengan de un remitente reconocido y reconocible.
\n– Las experiencias de interacci\u00f3n con los emails enviados previamente por el remitente hayan sido positivas.
\nUn segundo elemento a tener en cuenta es que, a diferencia de lo que sucede cuando un usuario accede a una p\u00e1gina web, en la que est\u00e1 buscando la informaci\u00f3n, en el email el mensaje le llega si ser esperado. La principal implicaci\u00f3n de este hecho es que debemos cuidar mucho la creatividad y el dise\u00f1o para lograr atraer y mantener la atenci\u00f3n del usuario. \u00a0<\/strong>En un sitio web el inter\u00e9s por los contenidos buscados puede compensar una mala experiencia de navegaci\u00f3n. En un emailing el usuario no espera nuestro mensaje, por lo que tendr\u00e1 que ser preciso y eficaz a la hora de atraer su atenci\u00f3n<\/strong>.
\n 
\nCada dise\u00f1ador puede aportar su inventiva y experiencia a la hora de crear un emailing, en este sentido no existen l\u00edmites de creatividad. Sin embargo, exponemos aqu\u00ed 3 reglas b\u00e1sicas cuyo seguimiento aportar\u00e1 coherencia, facilidad de lectura e interacci\u00f3n en los contenidos.
\n 
\n1.\u00a0\u00a0\u00a0\u00a0 <\/strong>Alineaci\u00f3n con la marca.<\/strong>
\nEn el caso del emailing, la gesti\u00f3n de la imagen de marca merece una consideraci\u00f3n especial. La percepci\u00f3n que tiene un usuario al mirar un email es parte de la imagen que la marca se construye sobre s\u00ed misma. Es inevitable que el internauta perciba una determinada representaci\u00f3n de la compa\u00f1\u00eda al interactuar con los e-mails que recibe de \u00e9sta. Mantener una imagen de marca consistente en todos los canales es primordial para generar confianza en el usuario. Los colores, tipograf\u00edas y copies<\/em> del email deben ser f\u00e1cilmente identificables con la presencia de la marca en otros canales, tanto digitales como off line.
\n 
\n2.\u00a0\u00a0\u00a0\u00a0 <\/strong>Jerarqu\u00eda en los contenidos.<\/strong>
\nUna estructura equilibrada y jer\u00e1rquica de los contenidos (textos e im\u00e1genes) ayudar\u00e1 a su lectura y al reconocimiento de los distintos elementos que conforman el mensaje. Si no mostramos el contenido de forma ordenada, el usuario tendr\u00e1 dificultades para reconocer y atender a sus partes.
\n 
\n3.\u00a0\u00a0\u00a0\u00a0 <\/strong>Llamadas a la acci\u00f3n.<\/strong>
\nEs fundamental combinar distintas t\u00e9cnicas para mover al usuario a la acci\u00f3n a lo largo de todo el email. Se pueden utilizar elementos racionales y emotivos, con im\u00e1genes y textos, botones, gr\u00e1ficos, etc. Testear estos elementos ser\u00e1 clave para mejorar los ratios de click.
\n\u00abUn email sin llamadas a la acci\u00f3n es como un anzuelo sin cebo\u00bb<\/em>.
\n <\/p>","protected":false},"excerpt":{"rendered":"

The saturation of emails we receive means that the little time we dedicate to reading them is very selective. That is to say, among the amount of emails we receive every day, we tend to pay attention to those that we do not receive:<\/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":[37,39],"tags":[],"post_folder":[],"class_list":["post-572","post","type-post","status-publish","format-standard","hentry","category-blog","category-diseno-de-emails"],"acf":[],"yoast_head":"\n3 reglas b\u00e1sicas para dise\u00f1ar un emailing - 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\/3-reglas-basicas-para-disenar-un-emailing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 reglas b\u00e1sicas para dise\u00f1ar un emailing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"La saturaci\u00f3n de emails que recibimos hace que el poco tiempo que dedicamos a leerlos sea muy selectivo. Es decir, de entre la cantidad de emails que recibimos cada d\u00eda, tenderemos a prestar atenci\u00f3n a aquellos que:\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/3-reglas-basicas-para-disenar-un-emailing\/\" \/>\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=\"2012-06-21T16:22:06+00:00\" \/>\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\/3-reglas-basicas-para-disenar-un-emailing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"3 reglas b\u00e1sicas para dise\u00f1ar un emailing\",\"datePublished\":\"2012-06-21T16:22:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/\"},\"wordCount\":481,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"articleSection\":[\"Blog\",\"Dise\u00f1o de emails\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/\",\"name\":\"3 reglas b\u00e1sicas para dise\u00f1ar un emailing - Digital Response\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#website\"},\"datePublished\":\"2012-06-21T16:22:06+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/www.digitalresponse.es\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"3 reglas b\u00e1sicas para dise\u00f1ar un emailing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.digitalresponse.es\/#website\",\"url\":\"https:\/\/www.digitalresponse.es\/\",\"name\":\"Digital Response\",\"description\":\"Email Marketing y Marketing Automation\",\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.digitalresponse.es\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\",\"name\":\"Digital Response\",\"url\":\"https:\/\/www.digitalresponse.es\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png\",\"contentUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png\",\"width\":500,\"height\":135,\"caption\":\"Digital Response\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/digitalresponse\",\"https:\/\/x.com\/dresponse\",\"https:\/\/www.linkedin.com\/company\/digital-response\/\",\"https:\/\/www.youtube.com\/channel\/UCuG-okZhhBKdzJpHRwMrnYg\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\",\"name\":\"Jordi Puig\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/392b853917f61dee9495562dd65c507b5cfe6c47cb4b14d94f6a63a15b87d7c4?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/392b853917f61dee9495562dd65c507b5cfe6c47cb4b14d94f6a63a15b87d7c4?s=96&d=mm&r=g\",\"caption\":\"Jordi Puig\"},\"url\":\"https:\/\/www.digitalresponse.es\/en\/author\/jordi-puig\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"3 reglas b\u00e1sicas para dise\u00f1ar un emailing - Digital Response","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.digitalresponse.es\/en\/3-reglas-basicas-para-disenar-un-emailing\/","og_locale":"en_GB","og_type":"article","og_title":"3 reglas b\u00e1sicas para dise\u00f1ar un emailing - Digital Response","og_description":"La saturaci\u00f3n de emails que recibimos hace que el poco tiempo que dedicamos a leerlos sea muy selectivo. Es decir, de entre la cantidad de emails que recibimos cada d\u00eda, tenderemos a prestar atenci\u00f3n a aquellos que:","og_url":"https:\/\/www.digitalresponse.es\/en\/3-reglas-basicas-para-disenar-un-emailing\/","og_site_name":"Digital Response","article_publisher":"https:\/\/www.facebook.com\/digitalresponse","article_published_time":"2012-06-21T16:22:06+00:00","author":"Jordi Puig","twitter_card":"summary_large_image","twitter_creator":"@dresponse","twitter_site":"@dresponse","twitter_misc":{"Written by":"Jordi Puig","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/#article","isPartOf":{"@id":"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/"},"author":{"name":"Jordi Puig","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da"},"headline":"3 reglas b\u00e1sicas para dise\u00f1ar un emailing","datePublished":"2012-06-21T16:22:06+00:00","mainEntityOfPage":{"@id":"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/"},"wordCount":481,"commentCount":0,"publisher":{"@id":"https:\/\/www.digitalresponse.es\/#organization"},"articleSection":["Blog","Dise\u00f1o de emails"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/","url":"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/","name":"3 reglas b\u00e1sicas para dise\u00f1ar un emailing - Digital Response","isPartOf":{"@id":"https:\/\/www.digitalresponse.es\/#website"},"datePublished":"2012-06-21T16:22:06+00:00","breadcrumb":{"@id":"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.digitalresponse.es\/3-reglas-basicas-para-disenar-un-emailing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.digitalresponse.es\/"},{"@type":"ListItem","position":2,"name":"3 reglas b\u00e1sicas para dise\u00f1ar un emailing"}]},{"@type":"WebSite","@id":"https:\/\/www.digitalresponse.es\/#website","url":"https:\/\/www.digitalresponse.es\/","name":"Digital Response","description":"Email Marketing and Marketing Automation","publisher":{"@id":"https:\/\/www.digitalresponse.es\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.digitalresponse.es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.digitalresponse.es\/#organization","name":"Digital Response","url":"https:\/\/www.digitalresponse.es\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/","url":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png","contentUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png","width":500,"height":135,"caption":"Digital Response"},"image":{"@id":"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/digitalresponse","https:\/\/x.com\/dresponse","https:\/\/www.linkedin.com\/company\/digital-response\/","https:\/\/www.youtube.com\/channel\/UCuG-okZhhBKdzJpHRwMrnYg"]},{"@type":"Person","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da","name":"Jordi Puig","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/392b853917f61dee9495562dd65c507b5cfe6c47cb4b14d94f6a63a15b87d7c4?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/392b853917f61dee9495562dd65c507b5cfe6c47cb4b14d94f6a63a15b87d7c4?s=96&d=mm&r=g","caption":"Jordi Puig"},"url":"https:\/\/www.digitalresponse.es\/en\/author\/jordi-puig\/"}]}},"_links":{"self":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts\/572","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/comments?post=572"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts\/572\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/media?parent=572"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/categories?post=572"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/tags?post=572"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/post_folder?post=572"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}