{"id":6233,"date":"2016-04-18T09:50:30","date_gmt":"2016-04-18T07:50:30","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=6233"},"modified":"2016-04-18T09:50:30","modified_gmt":"2016-04-18T07:50:30","slug":"como-utilizan-email-marketing-grandes-minoristas","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/como-utilizan-email-marketing-grandes-minoristas\/","title":{"rendered":"\u00bfC\u00f3mo utilizan el email marketing los grandes minoristas?"},"content":{"rendered":"<p>En este post os presentamos la segunda edici\u00f3n del benchmark sobre el uso del email marketing en diferentes sectores. Tras el \u00e9xito de la primera edici\u00f3n, <a href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/email-marketing-retail\/\" target=\"_blank\" rel=\"noopener\">Email Marketing en retail<\/a>, os presentamos el estudio del uso del <a href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/benchmark-email-marketing-distribuidoras-2015-2016\/\" target=\"_blank\" rel=\"noopener\">Email Marketing en empresas de gran distribuci\u00f3n (2015-2016)<\/a>.<br \/>\n<!--more--><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-11-a-las-13.04.08-1.png\" rel=\"attachment wp-att-6237\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-6237 size-full alignright\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-11-a-las-13.04.08-1.png\" alt=\"Empresas de distribuci\u00f3n\" width=\"580\" height=\"239\" \/><\/a>Este estudio es el resultado del an\u00e1lisis de env\u00edos de Email Marketing de un grupo de empresas integradas en la <strong>Asociaci\u00f3n Nacional de Grandes Empresas de Distribuci\u00f3n<\/strong> (ANGED) en un periodo de tres meses: <strong>Noviembre y Diciembre del 2015 y Enero del 2016.<\/strong> Aprovechando la campa\u00f1a de Navidad, se han analizado los env\u00edos de diferentes empresas del sector para observar qu\u00e9 acciones se llevan a cabo con esta herramienta.<br \/>\n<strong>CONCLUSIONES RELEVANTES DEL ESTUDIO<\/strong><\/p>\n<ul>\n<li><span style=\"text-decoration: underline;\">Tratamiento del proceso de registro<br \/>\n<\/span>En general, las acciones que se llevan a cabo para seguir el proceso de registro de los usuarios son escasas. La mayor\u00eda de compa\u00f1\u00edas analizadas no refuerzan sus subscripciones con los\u00a0\u00a0<strong>Welcome Emails <\/strong>y<strong> los Emails de Confirmaci\u00f3n<\/strong>.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-12-a-las-10.41.22.png\" rel=\"attachment wp-att-6245\"><img decoding=\"async\" class=\"wp-image-6245 size-full aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-12-a-las-10.41.22.png\" alt=\"Welcome email Ikea\" width=\"564\" height=\"288\" \/><\/a><\/p>\n<ul>\n<li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/responsive-email-design-como-maquetar-un-email-movil\/\" target=\"_blank\" rel=\"noopener\">Adaptaci\u00f3n m\u00f3vil<\/a><br \/>\n<\/span><strong>Tan solo dos de las siete marcas tienen adaptado sus emails a dispositivos m\u00f3viles.<\/strong><\/li>\n<li><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-12-a-las-10.43.23.png\" rel=\"attachment wp-att-6247\"><img decoding=\"async\" class=\"aligncenter wp-image-6247 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-12-a-las-10.43.23.png\" alt=\"responsive design\" width=\"337\" height=\"342\" \/><\/a><span style=\"text-decoration: underline;\">Personalisation<br \/>\n<\/span><strong>Menos de la mitad<\/strong> de las marcas personalizan sus asuntos y el contenido de sus emails.<\/li>\n<li><span style=\"text-decoration: underline;\">Email retargeting<br \/>\n<\/span><strong>Ninguna de las marcas analizadas<\/strong> respondi\u00f3 mediante un <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/un-buen-ejemplo-de-email-de-remarketing-con-personalizacion\/\" target=\"_blank\" rel=\"noopener\">programa de remarketing v\u00eda email<\/a> a los procesos de compra que abandonamos en sus respectivos e-commerce\u00a0(Espa\u00f1a).<\/li>\n<li><span style=\"text-decoration: underline;\"><span style=\"text-decoration: underline;\">D\u00edas y frecuencia de env\u00edo<\/span><\/span><br \/>\nEl mes con m\u00e1s n\u00fameros de env\u00edos fue\u00a0<strong>Noviembre<\/strong> y el 32,03% de los env\u00edos totales realizados fueron en\u00a0<strong>Thursday<\/strong>.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-12-a-las-10.47.56.png\" target=\"_blank\" rel=\"attachment wp-att-6252 noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6252 size-full aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/04\/Captura-de-pantalla-2016-04-12-a-las-10.47.56.png\" alt=\"Emailing campa\u00f1a navidad 2015\" width=\"922\" height=\"464\" \/><\/a><br \/>\nEntonces&#8230;\u00a0<strong>\u00bfLe est\u00e1n dando la importancia que requiere el email marketing?<\/strong>\u00a0La respuesta es no. Al menos no la que deber\u00edan. Aunque todas las marcas analizadas\u00a0destacan positivamente en alguno de los aspectos analizados en el benchmark, las conclusiones generales del estudio indican que <strong>el uso que se est\u00e1 dando al \u00a0email marketing en este sector es insuficiente<\/strong>. Con el t\u00e9rmino \u00abinsuficiente\u00bb nos referimos a que no le sacan el partido que podr\u00edan sacarle. Quiz\u00e1s por la falta de <em>expertise<\/em> en este sector o por la ausencia de un departamento de marketing digital o de una <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/5-razones-contratar-agencia-email-marketing\/\" target=\"_blank\" rel=\"noopener\">agencia especializada<\/a>\u00a0a la hora de gestionar las diferentes<a href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/la-guia-de-las-herramientas-de-email-marketing\/\" target=\"_blank\" rel=\"noopener\"> email marketing tools<\/a>. Como hemos comentado en m\u00faltiples situaciones, el Email Marketing se ha afianzado como una de las herramientas m\u00e1s eficaces para generar tr\u00e1fico y ventas en la industria en general. Por lo que las grandes empresas minoristas no deben descuidar esta valiosa herramienta y deben aprender a sacarle el m\u00e1ximo provecho posible.<br \/>\n&nbsp;<br \/>\nPara descargarte el estudio completo dir\u00edgete a <a href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/benchmark-email-marketing-distribuidoras-2015-2016\/\" target=\"_blank\" rel=\"noopener\">esta p\u00e1gina<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>En este post os presentamos la segunda edici\u00f3n del benchmark sobre el uso del email marketing en diferentes sectores. Tras el \u00e9xito de la primera edici\u00f3n, Email Marketing en retail, os presentamos el estudio del uso del Email Marketing en empresas de gran distribuci\u00f3n (2015-2016).<\/p>","protected":false},"author":6,"featured_media":28053,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,40],"tags":[],"post_folder":[],"class_list":["post-6233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-estudios-email-marketing-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo utilizan el email marketing los grandes minoristas? - 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\/como-utilizan-email-marketing-grandes-minoristas\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo utilizan el email marketing los grandes minoristas? - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En este post os presentamos la segunda edici\u00f3n del benchmark sobre el uso del email marketing en diferentes sectores. 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