{"id":622,"date":"2016-10-08T13:45:36","date_gmt":"2016-10-08T18:45:36","guid":{"rendered":"http:\/\/www.infosol.com.mx\/CGI-BIN\/wordpress\/?p=622"},"modified":"2025-08-21T15:26:13","modified_gmt":"2025-08-21T21:26:13","slug":"scrolling-e-mail-marketing-la-formula-perfecta","status":"publish","type":"post","link":"https:\/\/infosol.com.mx\/wordpress\/scrolling-e-mail-marketing-la-formula-perfecta\/","title":{"rendered":"Scrolling + E-mail Marketing: \u00bfLa f\u00f3rmula perfecta?"},"content":{"rendered":"\n<p>En el \u00faltimo tiempo el denominado <i>scrolling<\/i> (o desplazamiento vertical) ha ganado terreno en el mundo de los contenidos online. Inspirados en sitios como Pinterest, Twitter y Facebook, cada d\u00eda m\u00e1s mercad\u00f3logos lo aplican en diferentes formatos. Pero \u00bfes posible implementarlo en nuestra campa\u00f1a de E-mail Marketing?<\/p>\n\n\n\n<p>Todos so\u00f1amos con el cliente perfecto. Aqu\u00e9l que hace clic en nuestros enlaces, comparte nuestro contenido en las redes sociales y compra nuestros productos y servicios una y otra vez.<\/p>\n\n\n\n<p>Buscando ese santo grial del marketing, en los \u00faltimos tiempos muchas plataformas implementaron el <i>scrolling<\/i> en sus sitios web y <i>landing pages<\/i> alentados tambi\u00e9n por el furor de las tabletas y otros dispositivos t\u00e1ctiles. Pero \u00bfes esta estrategia compatible con nuestra campa\u00f1a de E-mail Marketing?<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<span class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice de Contenidos<\/span>\n<label for=\"ez-toc-cssicon-toggle-item-69d3cf4383ee8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #081116;color:#081116\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #081116;color:#081116\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d3cf4383ee8\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/infosol.com.mx\/wordpress\/scrolling-e-mail-marketing-la-formula-perfecta\/#%C2%BFQue_es_el_scrolling\" >\u00bfQu\u00e9 es el scrolling?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/infosol.com.mx\/wordpress\/scrolling-e-mail-marketing-la-formula-perfecta\/#%C2%BFPuede_aplicarse_el_scrolling_al_E-mail_Marketing\" >\u00bfPuede aplicarse el scrolling al E-mail Marketing?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_scrolling\"><\/span>\u00bfQu\u00e9 es el <i>scrolling<\/i>?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>El <i>scrolling<\/i> se trata b\u00e1sicamente de una tendencia en dise\u00f1o web y contenidos que procura que los usuarios se desplacen vertical u horizontalmente en la pantalla para continuar leyendo.<\/p>\n\n\n\n<p>Algunos de ellos llevan esta estrategia al extremo. Tal es el caso de sitios como Pinterest, Twitter o incluso el mismo Facebook, lo cual se denomina <i>infinite scrolling<\/i> o desplazamiento infinito, en el cual nunca dejamos de descubrir nuevo contenido a medida que continuamos descendiendo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFPuede_aplicarse_el_scrolling_al_E-mail_Marketing\"><\/span>\u00bfPuede aplicarse el <i>scrolling<\/i> al E-mail Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Por cuestiones t\u00e9cnicas, una pieza de <i>E-mail Marketing<\/i> necesita tener un comienzo y un final definido.<\/p>\n\n\n\n<p>Sin embargo, estrat\u00e9gicamente existen situaciones en que un e-mail m\u00e1s extenso de lo normal, aplicando el desplazamiento vertical, puede ser la mejor opci\u00f3n para estimular la atenci\u00f3n del lector y motivarlo a hacer clic en el <i>Call To Action<\/i>.<\/p>\n\n\n\n<p>Lo importante es no perder de vista el objetivo principal: lograr que el suscriptor se traslade hacia el sitio web o la <i>landing<\/i> page dise\u00f1ada especialmente para la campa\u00f1a. Esto puede ser particularmente \u00fatil en el caso de los e-mails promocionales.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>El scrolling: una tendencia en dise\u00f1o web y contenidos que procura que los usuarios se desplacen vertical u horizontalmente en la pantalla para continuar leyendo.<\/p>\n<\/blockquote>\n\n\n\n<p>Se trata de apelar a la creatividad para mejorar la tasa de clics (o <i>click-through rate<\/i>) y optimizar el ROI. A continuaci\u00f3n dejamos algunas ideas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>P\u00eddales a sus internautas que sigan leyendo:<\/b> genera intriga y suspenso e invita a seguir leyendo m\u00e1s abajo. Puede utilizar frases como: \u2018siga leyendo para conocer la oferta de hoy\u2019.<\/li>\n\n\n\n<li><b>Call To Action al final:<\/b> en general recomendamos colocar el CTA en una posici\u00f3n estrat\u00e9gica para que su usuario note desde un principio d\u00f3nde se encuentra. En este caso buscamos que \u00e9l haga <i>scroll<\/i> para encontrarlo, por lo que conviene ubicarlo al final del <i>template<\/i>.<\/li>\n\n\n\n<li><b>Dir\u00edjalos con flechas y l\u00edneas:<\/b> complemente sus palabras incluyendo flechas, l\u00edneas y cualquier otro elemento de dise\u00f1o gr\u00e1fico que estimule al suscriptor a seguir desplaz\u00e1ndose hacia el CTA.<\/li>\n\n\n\n<li><b>Use im\u00e1genes largas:<\/b> usar im\u00e1genes largas es un recurso visual que puede resultar muy creativo y eficaz a la hora de llamar la atenci\u00f3n del lector e invitarlo a ir hacia abajo. (Le sugerimos que realice un test para constatar c\u00f3mo se reproduce el e-mail en distintas plataformas para evitar ser filtrado por error en los filtros anti spam).<\/li>\n<\/ul>\n\n\n\n<p>\u00bfHa implementado alguna vez el <i>scrolling<\/i> en su estrategia de contenidos de su campa\u00f1a? Utilizando estas claves ya puede comenzar. \u00a1Hasta la pr\u00f3xima!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En el \u00faltimo tiempo el denominado scrolling (o desplazamiento vertical) ha ganado terreno en el mundo de los contenidos online. Inspirados en sitios como Pinterest, Twitter y Facebook, cada d\u00eda m\u00e1s mercad\u00f3logos lo aplican en diferentes formatos. Pero \u00bfes posible implementarlo en nuestra campa\u00f1a de E-mail Marketing? Todos so\u00f1amos con el cliente perfecto. Aqu\u00e9l que [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":21805,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","_joinchat":[],"footnotes":""},"categories":[80],"tags":[25,163,164,165,166,2905],"class_list":["post-622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-e-mail-marketing","tag-e-marketing","tag-mails-masivos","tag-estrategias-compatibles-de-marketing","tag-scrolling","tag-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Scrolling + E-mail Marketing: \u00bfLa f\u00f3rmula perfecta? - Charlas de Caf\u00e9 de Comunicaci\u00f3n y Otras Pasiones<\/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:\/\/infosol.com.mx\/wordpress\/scrolling-e-mail-marketing-la-formula-perfecta\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Scrolling + E-mail Marketing: \u00bfLa f\u00f3rmula perfecta? - Charlas de Caf\u00e9 de Comunicaci\u00f3n y Otras Pasiones\" \/>\n<meta property=\"og:description\" content=\"En el \u00faltimo tiempo el denominado scrolling (o desplazamiento vertical) ha ganado terreno en el mundo de los contenidos online. 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