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OMExpo Madrid 2013 - Anatomía de un email

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¿Cuáles son los principales elementos en un email? Desde el remitente hasta el asunto pasando por la estructura y los contenidos, Arianna Galante (Director of Agency dept.) analiza una selección de …

¿Cuáles son los principales elementos en un email? Desde el remitente hasta el asunto pasando por la estructura y los contenidos, Arianna Galante (Director of Agency dept.) analiza una selección de casos reales para ilustrar las mejores prácticas y daros ideas nuevas para vuestras futuras campañas.


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  • 1. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.ANATOMÍA DE UN EMAILArianna Galante, Director of Agency Dept.Madrid, 24 de abril de 2013@contactlab @digitalzia #OMExpo #SalaRealMedia
  • 2. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.QUIÉNES SOMOS1.000 clientesMás de 60 millones de emails y 600 campañas enviadasdiariamente15 años de experiencia en el sector de InternetMás de 120 expertos en el sector del email marketing5 oficinas en Milán, Paris, Londres, Madrid y Múnich1 posicionamiento único:• Tecnología: Herramienta• Creatividad: Agencia• Análisis: Business Intelligence2
  • 3. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.UN ACOMPAÑAMIENTO COMPLETOAcompañamiento completoinformes y análisispruebas y envíoestrategiacreatividad3
  • 4. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.NUESTROS SERVICIOSEstrategia de comunicación ydesarrollo de la base de clientesSitios, mini sitios,páginas deaterrizajeEncuestas ConcursosEmails Redes sociales4
  • 5. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.ALGUNOS CLIENTES5
  • 6. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.ANATOMÍA DE UN EMAIL6
  • 7. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LOS PRINCIPALES ELEMENTOS DE UN EMAILREMITENTEASUNTOCUERPOo Pre-headero Visualizacióno Jerarquía de la informacióno Llamadas a la accióno Oportunidades de clico Gestión de las bajas7
  • 8. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.EL REMITENTE: identificar la empresa y los mensajesElemento subestimadoDetermina buena parte de la tasa de apertura8
  • 9. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.EL ASUNTO: convencer en 30 caracteresUna promesa para losabridores del emailLa mayoría de lasmensajerías permitenvisualizar entre 45 y 50caracteres: lo esencial tieneque aparecer en los 30primerosEncuentra tu estilo decomunicación9
  • 10. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.EL PRE-HEADER: reforzar el asunto del emailTexto editable entre el asunto y el cuerpoVisualizacióno Primer texto inmediatamentelegible sin necesidad de descargarlas imágeneso Para algunos dispositivos móviles,iPhone, iPad, Gmail y Outook se veincluso si no hay aperturaPapeleso Concentrado del emailo Subtítuloo Resumeno Llamada a la acción con un enlacedirecto10
  • 11. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.EL PRE-HEADER: reforzar el asunto del emailAsunto: illy y Desigual te invitan a las fiestas 60sPre-header: Ven a las fiestas 60s y disfruta del descuento del 20% ennuestro SHOPAsunto: The Green Party: en exclusiva en la tienda Gucci onlinePre-header: La colección Soho Apple Green en exclusiva en nuestraweb11
  • 12. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.El mensaje tal como lohemos concebidoLo que algunos contactos verán Lo que hay que evitarAlternar texto editable e imágenes para garantizar la visibilidad des los mensajes: lacomprensión antes que la estéticaLA VISUALIZACIÓN: ser leído antes que visto12
  • 13. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LA JERARQUÍA DE LA INFORMACIÓN: comprender en un vistazoedreamsRumboAtrapaloUn internautadecide en unossegundos si abrir ydónde hacer clic,ayúdalo13
  • 14. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LA JERARQUÍA DE LA INFORMACIÓN: facilitar la lecturaantes después14
  • 15. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LA JERARQUÍA DE LA INFORMACIÓN: racionalizar las informacionesCombina losmódulos, loscódigos y loscoloresAñade un resumen15
  • 16. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LAS LLAMADAS A LA ACCIÓN: subrayar lo que esperamos del lectorantesdespués16
  • 17. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LAS OPORTUNIDADES DE CLIC: ir mas allá del mensaje principalEl email es un puente hacia todas las iniciativas de una marcaMultiplica las oportunidades y las probabilidades de clic17
  • 18. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LA GESTIÓN DE LAS BAJAS: facilitarlasUn enlace de bajavisible y repetido 2veces18
  • 19. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.LA GESTIÓN DE LAS BAJAS: comprenderlasEncuesta post baja19
  • 20. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.Y SIEMPRE HACER TESTS…20
  • 21. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.PARA CONCLUIR21
  • 22. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.ContactLabE-mail & E-marketing EvolutionGraciasArianna Galante – Director of Agency Dept – arianna.galante@contactlab.comwww.contactlab.esCarrera de San Jerónimo 1528014 MadridTfno 91.1430076Madrid München Milano Paris London