{"id":9201,"date":"2018-02-14T08:00:59","date_gmt":"2018-02-14T06:00:59","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=9201"},"modified":"2018-02-14T08:00:59","modified_gmt":"2018-02-14T06:00:59","slug":"disenar-campana-email-marketing-4-elementos-clave","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/disenar-campana-email-marketing-4-elementos-clave\/","title":{"rendered":"4 must-haves for an email marketing campaign"},"content":{"rendered":"

There are many elements that we must take into account to make a good email marketing campaign, but today we will focus on the 4 that are really essential and have become a must have.
\n
\nResponsive design<\/strong>
\nHave you ever had to zoom in on an email from your favourite brand because you couldn't see its content well on mobile? If this has happened to you, it is because it did not have or has not implemented responsive design, which means that it does not adapt to different devices such as tablets and mobiles. Nowadays, it is essential that an email marketing campaign takes into account the mobile design, and even more, when the mobile openings already represent the highest in the world. more from 50%<\/strong>. In fact, there are brands that already prioritise and design mobile first. And the fact is that responsive design applied to email marketing is all about advantages<\/a><\/strong>Improves the user experience, does not affect deliverability, increases the Click to Open rate and increases the chances of conversion. For more information, we leave you these\u00a09 tips to make a good responsive email <\/strong><\/a>and this example from Tous about how a responsive email would look like vs. a non-responsive one:
\n\"\"<\/a>
\nA good preheader<\/strong>
\nWe often forget the importance of this part of our email structure. The preheader complements the subject line and provides information that is key to whether the subscriber opens the email or not<\/strong>. Therefore, just like the subject line, it is part of the first impression the recipient will get about the content of the email, something that can help to significantly increase the open rate. What kind of preheaders can we find?
\nThose complementing the Subject
\nThose providing information unrelated to the Subject Matter
\nThose giving information on shipping (times and costs)
\nThose that report on the season, a sales period or product categories
\nInteresting content<\/strong>
\nWhen opening an email, we have 2 to 3 seconds to capture the user's attention. If there is too much text, our campaign will automatically go to the \"deleted\" folder. For this reason, it is important that the copy should be direct and short and the message should be clear.<\/strong>. However, the weight of the images should also be taken into account, as they should not be too heavy.
\nHere you can see a good example of Desigual<\/strong>where, with little information and in a very visual way, we can understand the message they want to give us: they have garments discounted up to 50%. Apart from this main message, they also inform us that the delivery is free, they give us the option to access the category of discounted garments, to look for our nearest shop and finally, they show us a selection of garments discounted to 50%.
\n\"\"<\/a>
\nBrand awareness<\/strong>
\nHave you ever opened an email and not known who it's from? It is important for brands to follow their brand guidelines; following the same line of design, copy, tone of voice and colours<\/strong> so that the user can easily identify who the email is from. No matter how creative our email marketing campaigns are, if they do not follow the same style or pattern, they will not help us to position ourselves in the market. top of mind<\/em> of our subscribers because they will not be able to identify us.
\nHere we can see 4 different campaigns of Pull&Bear<\/strong>\u00a0where, despite communicating different messages and content, their design line is maintained and makes it easy to distinguish that they belong to the brand.
\n\"\"<\/a>\u00a0 \u00a0\u00a0\u00a0 \u00a0 \u00a0 \u00a0\"\"<\/a>\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\"\"<\/a>\u00a0\u00a0\u00a0 \u00a0 \u00a0\u00a0\"\"<\/a><\/p>","protected":false},"excerpt":{"rendered":"

There are many elements that we must take into account to make a good email marketing campaign, but today we will focus on the 4 that are really essential and have become a must have.<\/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-9201","post","type-post","status-publish","format-standard","hentry","category-blog","category-diseno-de-emails"],"acf":[],"yoast_head":"\n4\u00a0must have\u00a0para una campa\u00f1a de 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\/disenar-campana-email-marketing-4-elementos-clave\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4\u00a0must have\u00a0para una campa\u00f1a de email marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Son muchos los elementos que debemos tener en cuenta para hacer una buena campa\u00f1a de email marketing, pero hoy nos centraremos en los 4 que son realmente imprescindibles y que se han convertido en un must have.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/disenar-campana-email-marketing-4-elementos-clave\/\" \/>\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=\"2018-02-14T06:00:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2018\/02\/must_have_email_marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.digitalresponse.es\\\/disenar-campana-email-marketing-4-elementos-clave\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.digitalresponse.es\\\/disenar-campana-email-marketing-4-elementos-clave\\\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\\\/\\\/www.digitalresponse.es\\\/#\\\/schema\\\/person\\\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"4\u00a0must have\u00a0para una campa\u00f1a de email marketing\",\"datePublished\":\"2018-02-14T06:00:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.digitalresponse.es\\\/disenar-campana-email-marketing-4-elementos-clave\\\/\"},\"wordCount\":620,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.digitalresponse.es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.digitalresponse.es\\\/disenar-campana-email-marketing-4-elementos-clave\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.digitalresponse.es\\\/wp-content\\\/uploads\\\/2014\\\/11\\\/Responsive_Tous.png\",\"articleSection\":[\"Blog\",\"Dise\u00f1o de emails\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.digitalresponse.es\\\/disenar-campana-email-marketing-4-elementos-clave\\\/\",\"url\":\"https:\\\/\\\/www.digitalresponse.es\\\/disenar-campana-email-marketing-4-elementos-clave\\\/\",\"name\":\"4\u00a0must have\u00a0para una campa\u00f1a de email marketing - 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