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Cuál, cómo y dónde accedemos al inbox?
UN POCO DE CONTEXTO
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INBOX
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DEVICES
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✔ Trabajo y vida personal unificados ✔ Glancing y filtering acorde al device y momento
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UN POCO DE NUMEROS
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2013 45% email opens
en MOBILE
2010 10% email opens
en MOBILE
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Cual es el comportamiento de los usuarios mobile?
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Cual es el contenido que los usuarios prefieren ?
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Colombia Mexico Brasil USA Chile
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Mercado Latino USA Mujeres
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post click mobile
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Qué hay de NUEVO ... VIEJO ?
TRENDS 2013
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EN LIMPIO
✔Call to action mobile ✔ Marketing de comportamiento (vs segmentación tradicional) ✔ Integración con CRMs ✔ La importancia de la visibilidad cross-device ✔ Responsive email
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Cómo es una estrategia���EMAIL-MULTI-DEVICE
1 2 3 4 5
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Cuadro de situación; qué están haciendo ?
1
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SITIO WEB + ECOMMERCE
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QUE ENVIAN ?
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HTMLs EMAIL FRIENDLY ??
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Asuntos
Todo Aires Acondicionados con 20% de ahorro + 15 cuotas!!
No sufras el calor! $1200 OFF en Aire Acond LG!
{$nombre}, ahorrá los Martes y Miércoles!!
{$nombre}, hoy Promo Nocturna! Disfrutá 20% de ahorro y cuotas!
{$nombre}, tenés 25% de ahorro + 3 cuotas s/interés!
{$nombre}, semana de la Belleza ! Lanzamientos y eventos!
{$nombre}, llegó la Primavera! Renovate y disfrutá al aire libre!
{$nombre}, renová tu casa con 20% de ahorro y cuotas!
UNfrendly
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UN POCO DE NUMEROS y SUS RELACIONES
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Open Rate Promedio último trim
81% informativo
26% promo venta
36%
OR
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Tamaño de BBDD
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Personalización (subject)
Sin personalizar
Personalizado
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18%
Usuarios Mobile
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Oportunidades de mejora y plan de acción
2
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✔ A/B testing x pieza
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✔ A/B testing x pieza
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✔ A/B testing x pieza
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✔ A/B testing x pieza
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✔ emBlue FORMS
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✔ Envíos segmentado x comportamiento
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✔ SOCIAL email (reach)
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✔ 1 a 1
OR 89%
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El momento de la decisión de lectura…
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✔ Test pre-envío (preview universal)
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✔ Campañas REAL TIME
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✔ Revisión del "DESUCRIBIRME"
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✔ Mobile 360 (landing)
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✔ RESPONSIVE !!!
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EL MEJOR DISENO POSIBLE PARA CADA DISPOSITIVO
DISENO FLUIDO y FLEXIBLE QUE SE ADAPTA A TODO TIPO DE ESCENARIO "ADAPTIVE LAYOUTS"
CAMBIO DE PARADIGMA
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NO ES SOLO CUESTION DE TAMAÑO
✔ Orientación ✔ Orden y jerarquía del contenido ✔ Aparición / Desaparición de un contenido puntual
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LA GRAN MEJORA DE
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Link a version "Mobile Friendly"
Mobile Aware / Mobile First
Responsive Design
QUE PUEDO HACER ?
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LINK
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AWARE
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AWARE
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LAYOUT PATTERNS RESPONSIVE
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