{"id":7381,"date":"2016-10-24T08:30:54","date_gmt":"2016-10-24T06:30:54","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=7381"},"modified":"2016-10-24T08:30:54","modified_gmt":"2016-10-24T06:30:54","slug":"original-welcome-email-frank-body","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/original-welcome-email-frank-body\/","title":{"rendered":"Frank Body's original love letter"},"content":{"rendered":"<p class=\"home-intro-copy\">Frank Body, una marca Australiana dedicada al cuidado de la piel mediante el caf\u00e9, nos ha conquistado con sus <strong>email marketing campaigns<\/strong>. Concretamente, con su <a href=\"http:\/\/view.getnaked-frankbody.com\/?qs=4209a9ab1cc96fdb99ac48cdc70ec2341353c4bc4aeafca39b549079945dcf4ade3951582ad4d2b96fd84f4c20a134a3350e9c75cab080aafa3865f0ea4703e5ab1dc600340c92ea\" target=\"_blank\" rel=\"noopener\"><strong>welcome email<\/strong><\/a>. Por ese motivo, queremos compartirlo con vosotros en este post.<br \/>\n<!--more--><\/p>\n<p class=\"home-intro-copy\">La marca australiana, mediante un <strong>look&amp;feel divertido, juvenil y simple, <\/strong>ha conseguido\u00a0captar la atenci\u00f3n de los usuarios tanto en su p\u00e1gina web como en sus campa\u00f1as de <a href=\"https:\/\/www.digitalresponse.es\/en\/\" target=\"_blank\" rel=\"noopener\">Email Marketing<\/a>. Con un tono desenfadado, la marca ha logrado\u00a0posicionar el caf\u00e9 como un producto natural para el cuidado de la piel.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-7391 size-large\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/10\/Frank-Body-p\u00e1gina-web-Europa-1024x431.png\" alt=\"Frank Body p\u00e1gina web Europa\" width=\"640\" height=\"269\" \/><\/p>\n<p style=\"text-align: center;\"><strong>https:\/\/eu.frankbody.com<\/strong><\/p>\n<p>Son muchos los motivos que nos han llevado a querer compartir con vosotros este email:<br \/>\nPara empezar, \u00a0solamente recibir el email,\u00a0el<strong> preheader<\/strong>, ese texto que sigue al asunto, ya capta nuestra atenci\u00f3n.\u00a0\u00c9ste nos adelanta\u00a0que algo fuera de lo habitual\u00a0se nos mostrar\u00e1 en el email. Si nos hemos suscrito en una marca de skincare&#8230;\u00bfPor qu\u00e9 nos env\u00edan una carta de amor?<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-7394 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/10\/FrankBody-preheader-email.png\" alt=\"FrankBody preheader email\" width=\"1107\" height=\"29\" \/><br \/>\nUna vez\u00a0abierto el email\u00a0no cabe duda de que hay una <strong>coherencia clara entre la web, el email marketing y lo que quiere transmitir la marca<\/strong>. Valores como la juventud, la belleza, el cuidado personal o la diversi\u00f3n se vinculan directamente a Frank Body. Es muy importante que todas las acciones de marketing que se lleven a cabo tengan coherencia entre ellas y sigan la misma armon\u00eda.<br \/>\n<img decoding=\"async\" class=\"aligncenter wp-image-7382 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/10\/francbody1-e1476795715194.png\" alt=\"FrankBody Email Marketing 1\" width=\"467\" height=\"172\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7383\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/10\/b553cc72-e5e5-442f-a539-886f483bcb62.gif\" alt=\"FrankBody Email Marketing GIF\" width=\"524\" height=\"116\" \/><br \/>\nAdem\u00e1s, <strong>Frank Body\u00a0da movimiento a su welcome email con un GIF<\/strong>. Como ya hemos hablado en anteriores ocasiones, los <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/gif-email-marketing\/\" target=\"_blank\" rel=\"noopener\">GIF&#8217;s en email marketing<\/a> son el perfecto sustituto del v\u00eddeo y tienen la capacidad de atraer la atenci\u00f3n de los usuarios. Por lo tanto, el hecho de que coloquen el GIF al principio del email capta de inmediato la atenci\u00f3n e invita a\u00a0interactuar con el email.<br \/>\n\u00bfY qu\u00e9 me dec\u00eds del mensaje del email? Sin lugar a duda, un mensaje muy original\u00a0que hace que quieras saber m\u00e1s de la marca. Mediante un poema, <strong>Frank Body crea una \u00abhistoria de amor\u00bb entre el usuario y la marca<\/strong>, donde invita al usuario a tener una primera cita.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7384 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/10\/francbody1-1-e1476796405772.png\" alt=\"FrankBody Email Marketing 2\" width=\"455\" height=\"345\" \/><br \/>\nThe <strong>uso de figuras ret\u00f3ricas en email marketing<\/strong> es una muy buena t\u00e9cnica para captar la atenci\u00f3n de los usuarios. Hemos recalcado en diferentes ocasiones la<a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/storytelling-email-marketing\/\" target=\"_blank\" rel=\"noopener\">\u00a0importancia de crear historias en los emails<\/a> para favorecer el egagement. En este caso, se trata de una historia de amor. Una historia de amor entre el usuario y la marca.<br \/>\nMediante el uso de\u00a0met\u00e1foras y paradojas, Frank Body pretende con su welcome email crear un v\u00ednculo con el usuario. La carta de amor hace referencia al email de bienvenida, y la primera cita a la primera conversi\u00f3n. Una manera de jugar con las palabras para hacer el contenido m\u00e1s atractivo ante los ojos de quienes lo leen.<br \/>\nAdem\u00e1s, est\u00e1 la <strong>paradoja<\/strong> de lo tradicional, el caf\u00e9, y la sensualidad, el cuerpo desnudo. En el email se contraponen, tanto en las palabras como en la imagen que aparece. Dos ideas que, aunque aparentemente contrarias, se pueden unificar para crear la cohesi\u00f3n\u00a0perfecta: los productos de Frank Body.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7385 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2016\/10\/email.png\" alt=\"FrankBody Email MArketing 3\" width=\"499\" height=\"767\" \/><br \/>\nSiguiendo al <strong>teor\u00eda de la pir\u00e1mide invertida<\/strong>, el email invita a que el lector vaya bajando hasta encontrarse con el <strong>call to action<\/strong>. Un <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/usos-call-to-action-email-marketing\/\" target=\"_blank\" rel=\"noopener\">call to action<\/a> f\u00e1cilmente identificable y acorde con el look&amp;feel del email, lo cual invita a tener una primera cita con la marca.<br \/>\nEn definitiva, este email de Frank Body aparece como un buen\u00edsimo ejemplo de c\u00f3mo deber\u00eda ser un <strong>welcome email. Es original, est\u00e1 bien estructurado, es coherente con el look&amp;feel de la marca<\/strong>&#8230; Sin olvidarnos de otros detalles important\u00edsimos como que <strong>el dise\u00f1o del email\u00a0es\u00a0responsive,\u00a0<\/strong>que la usabilidad es\u00a0la adecuada para garantizar la experiencia satisfactoria del usuario o que la marca facilita\u00a0todo lo posible la baja de los usuarios .<br \/>\nPero, sin lugar a duda, lo que m\u00e1s nos ha gustado del email es el inicio\u00a0de una historia de amor. Un amor que esperemos que sea duradero y sepan mantener.<br \/>\n&nbsp;<br \/>\n<strong><em>Ver <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/ejemplos-campanas-email-marketing-2016\/\" target=\"_blank\" rel=\"noopener\">here<\/a> m\u00e1s ejemplos de campa\u00f1as de email marketing<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Frank Body, an Australian brand dedicated to skin care through coffee, has won us over with its email marketing campaigns. Specifically, with their welcome email. For this reason, we want to share it with you in this post.<\/p>","protected":false},"author":6,"featured_media":28022,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,58],"tags":[],"post_folder":[],"class_list":["post-7381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-ejemplos-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 original &quot;carta de amor&quot; de Frank Body - 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\/original-welcome-email-frank-body\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La original &quot;carta de amor&quot; de Frank Body - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Frank Body, una marca Australiana dedicada al cuidado de la piel mediante el caf\u00e9, nos ha conquistado con sus campa\u00f1as de email marketing. 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