Email Design Best Practices for engaging email marketing campaigns – Lyris
Email Marketing - Best Practices
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Transcript of Email Marketing - Best Practices
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Mobile email design
Ajustar contenidos para
dispositivos móviles
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24/7
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Usuarios con Smartphone
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% de aperturas de email en móvil(teléfonos y tablets)
Fuente:
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32% 68%
Mobile Vs Escritorio (Open email)
Fuente:
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% de aperturas por dispositivo en
iOS y Android acumulan el 98% de las aperturas desde dispositivos móviles en febrero de 2013.
Fuente:
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% apertura desktop vs mobile en
Fuente:
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% apertura vs click en el mercado mobile (USA)
Fuente:
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% apertura vs click mobile en Prisa
Fuente:
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¿Por qué?
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Envíos en la actualidad
Desktop Vs Mobile
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¿Cómo?
¿?
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Establecer un ancho fijo de las creatividades o html (450px - 500px).
¿Cómo?
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Evitar los párrafos extensos y utilizar viñetas para facilitar la lectura. Agrupar en secciones.
¿Cómo?
Texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto
Sección 1
Sección 2
Sección 3
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Texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto texto
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Sección 1
Sección 2
Sección 3
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Botones y enlaces han de ser grandes (interacción de 44×44 píxeles). Crear una distancia adecuada entre ellos y los contenidos (textos).
¿Cómo?
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Incluir la etiqueta meta (html):
<meta name = "viewport" content = "width = 320">
Para asegurar que el contenido se ajuste a la pantalla (IOS/IPhone).
¿Cómo?
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Titulares entre 30 y 14 puntos (40px – 20px) para resaltar el contenido y que el texto se pueda leer sin necesidad de agrandarlo.
¿Cómo?
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Comprime las imágenes para reducir su tamaño y para que el envío se cargue más rápidamente. Reducir el peso de las imágenes para facilitar la carga.
¿Cómo?
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Adapta tus envíos para orientaciones de pantalla horizontales (usuarios Android). Avisar al usuario mediante botones o banners.
¿Cómo?
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Centrarse en la información que genera conversiones.
¿Cómo?
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Utilizar para la interactividad y la animación, transiciones y efectos para “call to action”.
¿Cómo?
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On the right path !!
Y además…
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Adaptar contenidos a dispositivos móviles puede mejorar:
• Experiencia de usuario.• La afinidad con la marca o producto.• Incremento del ROI en envíos comerciales.
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Unidades de Negocio con versión adaptada
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Newsletter Empleo El País
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Especiales de Planeo
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Especial Planeo/Yomvi
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Newsletter Meristation
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Adaptar contenidos a dispositivos móvilesmejorará:
• Experiencia de usuario.• La afinidad con la marca o producto.• Incremento del ROI en envíos comerciales.
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Evolución 2011-2013
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Newsletter Actualidad Email Marketing
Feb 2011: Primer envío
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Newsletter Actualidad Email Marketing
Feb 2011: Primer envío(versión desktop)
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Newsletter Actualidad Email Marketing
Feb 2011: Primer envío(versión Android)
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Newsletter Actualidad Email Marketing
Mayo 2011: Cambio de plantilla
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Newsletter Actualidad Email Marketing
Mayo 2011: Cambio de plantilla(versión desktop)
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Newsletter Actualidad Email Marketing
Mayo 2011: Cambio de plantilla(versión Android)
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Newsletter Actualidad Email Marketing
Nov 2012: Plantilla adaptada al móvil
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Newsletter Actualidad Email Marketing
Nov 2012: Plantilla adaptada al móvil(versión desktop)
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Newsletter Actualidad Email Marketing
Nov 2012: Plantilla adaptada al móvil(versión Android)
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Newsletter Actualidad Email Marketing
Feb 2013: Mejoras a la plantilla adaptada al móvil
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Newsletter Actualidad Email Marketing
Feb 2013: Mejoras a la plantilla adaptada al móvil(versión desktop)
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Newsletter Actualidad Email Marketing
Feb 2013: Mejoras a la plantilla adaptada al móvil(versión Android)
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% Open Actualidad Email Marketing
Ene 2011: Mayo 2011: Feb 2013:
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% Click Actualidad Email Marketing
Ene 2011: Mayo 2011: Feb 2013:
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