¿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.

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 EMAIL
Arianna 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 SOMOS
1.000 clientes
Más de 60 millones de emails y 600 campañas enviadas
diariamente
15 años de experiencia en el sector de Internet
Más de 120 expertos en el sector del email marketing
5 oficinas en Milán, Paris, Londres, Madrid y Múnich
1 posicionamiento único:
• Tecnología: Herramienta
• Creatividad: Agencia
• Análisis: Business Intelligence
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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 COMPLETO
Acompañamiento completo
informes y análisis
pruebas y envío
estrategia
creatividad
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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 SERVICIOS
Estrategia de comunicación y
desarrollo de la base de clientes
Sitios, mini sitios,
páginas de
aterrizaje
Encuestas ConcursosEmails Redes sociales
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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 CLIENTES
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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 EMAIL
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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 EMAIL
REMITENTE
ASUNTO
CUERPO
o Pre-header
o Visualización
o Jerarquía de la información
o Llamadas a la acción
o Oportunidades de clic
o Gestión de las bajas
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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 mensajes
Elemento subestimado
Determina buena parte de la tasa de apertura
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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 caracteres
Una promesa para los
abridores del email
La mayoría de las
mensajerías permiten
visualizar entre 45 y 50
caracteres: lo esencial tiene
que aparecer en los 30
primeros
Encuentra tu estilo de
comunicación
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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 email
Texto editable entre el asunto y el cuerpo
Visualización
o Primer texto inmediatamente
legible sin necesidad de descargar
las imágenes
o Para algunos dispositivos móviles,
iPhone, iPad, Gmail y Outook se ve
incluso si no hay apertura
Papeles
o Concentrado del email
o Subtítulo
o Resumen
o Llamada a la acción con un enlace
directo
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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 email
Asunto: illy y Desigual te invitan a las fiestas 60s
Pre-header: Ven a las fiestas 60s y disfruta del descuento del 20% en
nuestro SHOP
Asunto: The Green Party: en exclusiva en la tienda Gucci online
Pre-header: La colección Soho Apple Green en exclusiva en nuestra
web
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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 lo
hemos concebido
Lo que algunos contactos verán Lo que hay que evitar
Alternar texto editable e imágenes para garantizar la visibilidad des los mensajes: la
comprensión antes que la estética
LA VISUALIZACIÓN: ser leído antes que visto
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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 vistazo
edreams
Rumbo
Atrapalo
Un internauta
decide en unos
segundos si abrir y
dónde hacer clic,
ayúdalo
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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 lectura
antes después
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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 informaciones
Combina los
módulos, los
códigos y los
colores
Añade un resumen
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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 lector
antes
después
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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 principal
El email es un puente hacia todas las iniciativas de una marca
Multiplica las oportunidades y las probabilidades de clic
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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: facilitarlas
Un enlace de baja
visible y repetido 2
veces
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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: comprenderlas
Encuesta post baja
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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…
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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 CONCLUIR
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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.
ContactLab
E-mail & E-marketing Evolution
Gracias
Arianna Galante – Director of Agency Dept – arianna.galante@contactlab.com
www.contactlab.es
Carrera de San Jerónimo 15
28014 Madrid
Tfno 91.1430076
Madrid München Milano Paris London