{"id":9093,"date":"2018-01-15T08:00:13","date_gmt":"2018-01-15T06:00:13","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=9093"},"modified":"2018-01-15T08:00:13","modified_gmt":"2018-01-15T06:00:13","slug":"responsive-email-evolucion-del-codigo-y-del-diseno","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/","title":{"rendered":"Responsive Email comes of age"},"content":{"rendered":"<p>Responsive design arrived somewhat late to email marketing, but over the years many of the doubts that existed before have been solved, resulting in a very significant evolution. In this post we will see precisely the path that responsive email has taken to reach its maturity.<br \/>\n<!--more--><br \/>\nYa en el 2015 habl\u00e1bamos de que ser\u00eda el a\u00f1o del responsive email. Fue el momento en que las marcas se dieron cuenta de que necesitaban adaptarse al uso creciente de los dispositivos m\u00f3viles, puesto que las aperturas de email en m\u00f3vil ya llegaban al 50%. Sin embargo fue un proceso lento y lleno de baches, debido a las limitaciones que planteaban los distintos servicios de email. Gracias al trabajo de los desarrolladores y a la capacidad de los profesionales del email de encontrar soluciones, a d\u00eda de hoy ya son muchas las limitaciones que hemos dejado atr\u00e1s. A continuaci\u00f3n veremos cu\u00e1les son los cambios m\u00e1s emblem\u00e1ticos:<br \/>\n<strong>SOPORTE Y EVOLUCI\u00d3N DEL C\u00d3DIGO<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/gmail-admite-el-responsive-email\/\" target=\"_blank\" rel=\"noopener\"><strong>Gmail es responsive<\/strong><\/a><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium\" src=\"https:\/\/i.pinimg.com\/originals\/3f\/7b\/09\/3f7b096241789a505330646d56b8d76b.gif\" width=\"500\" height=\"225\" \/><br \/>\nDurante mucho tiempo Gmail se neg\u00f3 a aceptar el uso de media queries, un hecho que complicaba el trabajado diario de los maquetadores de email. Pero finalmente, <strong>en 2016 Gmail entr\u00f3 en raz\u00f3n permitiendo este tipo de c\u00f3digo<\/strong> y\u00a0 haciendo que\u00a0aquellos usuarios que utilizaban Gmail como Email Service Provider (ESP)\u00a0pudiesen recibir sus emails en el\u00a0m\u00f3vil\u00a0con dise\u00f1o responsive,<strong>\u00a0<\/strong>bringing better visibility and usability to the user experience.<\/p>\n<ul>\n<li><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/yahoo-soluciona-problemas-media-queries\/\" target=\"_blank\" rel=\"noopener\"><strong>Utilizaci\u00f3n de las clases de forma habitual en Yahoo<\/strong><\/a><\/li>\n<\/ul>\n<p>Yahoo tambi\u00e9n planteaba problemas de incompatibilidad con las media queries\u00a0que se utilizan para hacer un email responsive. Por ese motivo los desarrolladores tuvieron que buscar una soluci\u00f3n que pasaba por\u00a0estructurar las\u00a0<strong>CSS rules with attribute selectors<\/strong>, permitiendo as\u00ed que el email se mostrase correctamente.<br \/>\n<img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/03\/css-email4.jpg\" width=\"770\" height=\"112\" \/><br \/>\nPero a mediados de 2015, Yahoo escucho las demandas de los profesionales del email y <strong>solucion\u00f3 los problemas existentes, pudiendo usar de una vez por todas las clases de forma habitual<\/strong>.<br \/>\n<img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/03\/css-email3.jpg\" width=\"767\" height=\"105\" \/><\/p>\n<ul>\n<li><strong>Sistematizaci\u00f3n de hacks<\/strong><\/li>\n<\/ul>\n<p>La sistematizaci\u00f3n de algunos hacks ha sido la clave para encontrar soluciones sencillas a aquellas incongruencias que aparec\u00edan a la hora de renderizar los emails de los distintos servicios, por tanto, podemos decir que hemos llegado a tener soluciones eficientes a problemas muy comunes que actualmente usamos sistem\u00e1ticamente en las maquetaciones. Eso se debe a los conocimientos que han aportado los profesionales del email en foros como los que veis a continuaci\u00f3n:<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/12\/ico_tick.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-84\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/12\/ico_tick.png\" alt=\"\" width=\"31\" height=\"31\" \/><\/a>\u00a0<strong><a href=\"https:\/\/litmus.com\/community\/discussions\/84-what-is-your-favorite-hack\" target=\"_blank\" rel=\"noopener\">Litmus<\/a><\/strong><br \/>\n<strong><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/12\/ico_tick.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-84\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/12\/ico_tick.png\" alt=\"\" width=\"31\" height=\"31\" \/><\/a>\u00a0<a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2016\/09\/7-email-hacks-every-developer-should-know\/\" target=\"_blank\" rel=\"noopener\">Campaign Monitor<\/a><\/strong><br \/>\nSin embargo, no todo son buenas noticias. Seguimos encontrando algunos problemas a la hora de mostrar nuestros mensajes en ciertas aplicaciones. Algunas versiones de Outlook App han eliminado el soporte a las media queries y el GIF sigue sin soporte en Outlook 2007-2013.<br \/>\n<strong>DISE\u00d1O<\/strong><br \/>\nEn cuanto a dise\u00f1o se refiere, podemos destacar los siguientes cambios:<\/p>\n<ul>\n<li><strong>Madurez del dise\u00f1o de experiencia de usuario<\/strong><\/li>\n<\/ul>\n<p>Al comenzar a adaptar a m\u00f3vil los emails, con frecuencia ca\u00edamos por inercia en el famoso <strong>one-column<\/strong>i.e, <strong>llev\u00e1bamos todo el contenido a una columna para facilitar la interacci\u00f3n m\u00f3vil<\/strong>. Sin embargo, esta no es siempre la mejor soluci\u00f3n, dado que genera scrolls eternos y dificulta la jerarquizaci\u00f3n de la informaci\u00f3n.<br \/>\nCon el paso del tiempo hemos entendido la importancia de la s\u00edntesis y la priorizaci\u00f3n de los objetivos del email, m\u00e1s all\u00e1 de una reestructuraci\u00f3n de la informaci\u00f3n. Por ejemplo, ahora se ven m\u00e1s las<strong> estructuras de 2 columnas\u00a0 que reducen el alto del email sin poner en juego la usabilidad<\/strong>, o contenidos que desaparecen en m\u00f3vil para focalizar la acci\u00f3n del usuario. En <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/longitud-responsive-email-design\/\" target=\"_blank\" rel=\"noopener\">this post<\/a> os habl\u00e1bamos precisamente de este tema y os d\u00e1bamos soluciones para reubicar el contenido y evitar responsive emails excesivamente largos:<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2018\/01\/reubicaci\u00f3n-del-contenido.png\" width=\"1024\" height=\"512\" \/><br \/>\nEn definitiva, si 2015 fue el a\u00f1o en que nos dimos cuenta de que la adaptaci\u00f3n m\u00f3vil era necesaria pero compleja, hoy hemos alcanzado una madurez t\u00e9cnica que da margen a otras consideraciones m\u00e1s estrat\u00e9gicas. Hemos dejado atr\u00e1s t\u00e9cnicas rudimentarias y en muchos casos, hemos conseguido que las marcas entiendan las limitaciones de este canal y dirijan correctamente sus esfuerzos a mejorar su relaci\u00f3n con los usuarios y rentabilizar sus resultados.<\/p>","protected":false},"excerpt":{"rendered":"<p>Responsive design arrived somewhat late to email marketing, but over the years many of the doubts that existed before have been solved, resulting in a very significant evolution. In this post we will see precisely the path that responsive email has taken to reach its maturity.<\/p>","protected":false},"author":7,"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-9093","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>El Responsive Email llega a su madurez - 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\/responsive-email-evolucion-del-codigo-y-del-diseno\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Responsive Email llega a su madurez - Digital Response\" \/>\n<meta property=\"og:description\" content=\"El responsive design lleg\u00f3 algo tarde al email marketing, pero con el paso de los a\u00f1os se han solventado muchas de las dudas que antes exist\u00edan, dando c\u00f3mo resultado una evoluci\u00f3n muy significativa. En este post veremos precisamente el camino que ha recorrido el responsive email hasta llegar a su madurez.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/\" \/>\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=\"2018-01-15T06:00:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/03\/boceto_responsive_mockoup.png\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"472\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\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=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"El Responsive Email llega a su madurez\",\"datePublished\":\"2018-01-15T06:00:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/\"},\"wordCount\":733,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/i.pinimg.com\/originals\/3f\/7b\/09\/3f7b096241789a505330646d56b8d76b.gif\",\"articleSection\":[\"Blog\",\"Dise\u00f1o de emails\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/\",\"url\":\"https:\/\/www.digitalresponse.es\/en\/responsive-email-evolucion-del-codigo-y-del-diseno\/\",\"name\":\"El Responsive Email llega a su madurez - 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