{"id":634,"date":"2012-06-27T15:03:05","date_gmt":"2012-06-27T13:03:05","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=634"},"modified":"2012-06-27T15:03:05","modified_gmt":"2012-06-27T13:03:05","slug":"ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing\/","title":{"rendered":"Ten Inbox Secrets: Results of applying Eye Tracking to Email Marketing"},"content":{"rendered":"<p>La agencia Red C acaba de publicar un estudio titulado <a href=\"http:\/\/www.redcmarketing.net\/news\/create-better-performing-emails-with-red-cs-new-eye-tracking-study\/\" target=\"_blank\" rel=\"noopener\">\u00abTen Inbox Secrets\u00bb<\/a>. En \u00e9l se ofrecen los resultados obtenidos de un an\u00e1lisis de Eye Tracking de 50 emails de hasta 8 industrias distintas con m\u00e1s de 100 participantes.<br \/>\n<!--More--><br \/>\nEl valor de este trabajo reside en su metodolog\u00eda emp\u00edrica, cuyas conclusiones han sido contrastadas durante la experiencia real de lectura de un email.<br \/>\n<strong>\u00a0\u00a0 Estas son algunas de las conclusiones que se desprenden del experimento:<\/strong><\/p>\n<ul>\n<li>El usuario muestra un mejor comportamiento en los dise\u00f1os que tienen en\u00a0 cuenta la lectura en\u00a0\u00a0\u00a0 diagonal.<\/li>\n<\/ul>\n<ul>\n<li>Se recomienda evitar plantillas lineales; favorecen que el usuario, inconscientemente, interrumpa el scroll.<\/li>\n<\/ul>\n<ul>\n<li>La combinaci\u00f3n de color, imagen y gr\u00e1ficos atrae la atenci\u00f3n del usuario. Es el texto lo que le retiene. Los emails que han demostrado funcionar mejor en cuanto a atracci\u00f3n y retenci\u00f3n del usuario son los que combinaban im\u00e1genes, colores y textos.<\/li>\n<\/ul>\n<ul>\n<li>Desplegar distintos calls to action a lo largo del email favorece el click y crea, en el usuario, una inclinaci\u00f3n a responder positivamente a la acci\u00f3n.<\/li>\n<\/ul>\n<ul>\n<li>El color, la fuente, la posici\u00f3n, el tama\u00f1o y el copy influyen el reconocimiento del CTA y la propensi\u00f3n al click, de ah\u00ed la necesidad de testera distintas versiones.<\/li>\n<\/ul>\n<ul>\n<li>El contenido relevante fortalece el <em>engagement<\/em> del usuario con la marca y es el principal factor de disminuci\u00f3n de la tasa de abandonos (bajas).<\/li>\n<\/ul>\n<ul>\n<li>La combinaci\u00f3n de copies marcadamente vendedores con consejos y contenido m\u00e1s informativo, es determinante para mantener la atenci\u00f3n del usuario en el email.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>La agencia Red C acaba de publicar un estudio titulado \u00abTen Inbox Secrets\u00bb. En \u00e9l se ofrecen los resultados obtenidos de un an\u00e1lisis de Eye Tracking de 50 emails de hasta 8 industrias distintas con m\u00e1s de 100 participantes. El valor de este trabajo reside en su metodolog\u00eda emp\u00edrica, cuyas conclusiones han sido contrastadas durante [&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-634","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>Ten Inbox Secrets: resultados de la aplicaci\u00f3n del Eye Tracking al 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\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ten Inbox Secrets: resultados de la aplicaci\u00f3n del Eye Tracking al Email Marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"La agencia Red C acaba de publicar un estudio titulado \u00abTen Inbox Secrets\u00bb. En \u00e9l se ofrecen los resultados obtenidos de un an\u00e1lisis de Eye Tracking de 50 emails de hasta 8 industrias distintas con m\u00e1s de 100 participantes. El valor de este trabajo reside en su metodolog\u00eda emp\u00edrica, cuyas conclusiones han sido contrastadas durante [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-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=\"2012-06-27T13:03:05+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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"Ten Inbox Secrets: resultados de la aplicaci\u00f3n del Eye Tracking al Email Marketing\",\"datePublished\":\"2012-06-27T13:03:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing\/\"},\"wordCount\":280,\"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\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/ten-inbox-secrets-resultados-de-la-aplicacion-del-eye-trackinga-al-email-marketing\/\",\"name\":\"Ten Inbox Secrets: resultados de la aplicaci\u00f3n del Eye Tracking al Email Marketing - 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