{"id":11347,"date":"2018-06-15T14:53:04","date_gmt":"2018-06-15T21:53:04","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=11087"},"modified":"2020-06-05T14:26:58","modified_gmt":"2020-06-05T14:26:58","slug":"marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/","title":{"rendered":"Marketing de Conte\u00fado para Emails: O Guia de um Especialista para Gerar Engajamento"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Sua campanha de email \u00e9 um componente crucial de sua <\/span><a href=\"https:\/\/woocontent.com\/content-strategy-services\/)\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">estrat\u00e9gia de conte\u00fado<\/span><\/a><span style=\"font-weight: 400;\"> em geral e as melhores estrat\u00e9gias de <a href=\"https:\/\/www.benchmarkemail.com\/br\/\">email marketing<\/a> o ajudar\u00e3o a gerar engajamento com seu p\u00fablico-alvo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uma <\/span><a href=\"https:\/\/www.emarketer.com\/Article\/Email-Continues-Deliver-Strong-ROI-Value-Marketers\/1014461\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">pesquisa <\/span><\/a><span style=\"font-weight: 400;\">conduzida pela Direct Marketing Association (DMA) e pela Demand Metric mostrou que o email teve um ROI m\u00e9dio de 122%, mais de quatro vezes o de outros formatos de marketing, como m\u00eddias sociais, mala direta e pesquisa paga.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email \u00e9 sua linha direta de comunica\u00e7\u00e3o com seu p\u00fablico-alvo, mas com muita frequ\u00eancia \u00e9 tratado apenas como um canal adicional do criador de conte\u00fado. Isso \u00e9 um erro, porque um plano de conte\u00fado de email merece ser uma parte fundamental de sua estrat\u00e9gia mais ampla. Este \u00e9 o nosso guia para criar conte\u00fado de email envolvente que manter\u00e1 seu p\u00fablico engajado.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9666\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA.jpg\" alt=\"A Content Strategist's Guide to Creating Engaging Email Content\" width=\"1400\" height=\"730\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA.jpg 1400w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA-650x340.jpg 650w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA-470x245.jpg 470w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA-768x400.jpg 768w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA-970x506.jpg 970w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA-135x70.jpg 135w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/A-Content-Strategists-Guide-to-Creating-Engaging-Email-Content-SOCIAL-MEDIA-504x263.jpg 504w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" 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: #000000;color:#000000\" 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><\/span><\/a><\/span><\/div>\n<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:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/#Conheca_seu_publico\" >Conhe\u00e7a seu p\u00fablico<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/#Segmente_suas_listas_de_email\" >Segmente suas listas de email<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/#Gaste_tempo_com_a_sua_linha_de_assunto\" >Gaste tempo com a sua linha de assunto<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/#Crie_Conteudo_que_Chama_a_Atencao\" >Crie Conte\u00fado que Chama a Aten\u00e7\u00e3o<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/#Crie_Conteudo_que_Agregue_Valor\" >Crie Conte\u00fado que Agregue Valor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/#Seja_Honesto\" >Seja Honesto<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Conheca_seu_publico\"><\/span><b>Conhe\u00e7a seu p\u00fablico<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Se voc\u00ea tem adotado uma abordagem de enviar campanhas de email a esmo, sem uma dire\u00e7\u00e3o clara, voc\u00ea n\u00e3o est\u00e1 utilizando seus recursos de maneira eficaz.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A ideia de que, ao manter o conte\u00fado do seu email o mais generalista poss\u00edvel, voc\u00ea tem mais chances de atrair um p\u00fablico mais amplo, simplesmente n\u00e3o \u00e9 verdade. Voc\u00ea s\u00f3 ir\u00e1 alienar mais o seu p\u00fablico-alvo, pois desta maneira eles estar\u00e3o muito menos propensos a ter qualquer conex\u00e3o ou perceber relev\u00e2ncia naquilo que voc\u00ea est\u00e1 dizendo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O tempo adicional que voc\u00ea gasta para conhecer e entender seu p\u00fablico-alvo valer\u00e1 a pena no final, ent\u00e3o descubra quem s\u00e3o e o que querem. Dessa forma, pode personalizar seu conte\u00fado com mais efici\u00eancia para seu p\u00fablico. Se eles sentem uma conex\u00e3o pessoal com sua marca, \u00e9 mais prov\u00e1vel que eles interajam com ela.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Segmente_suas_listas_de_email\"><\/span><b>Segmente suas listas de email<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pesquisas mostram que os profissionais de marketing viram um aumento de 760% na receita vinda de campanhas de email segmentadas. Segmentar suas listas de email permite que voc\u00ea adote uma abordagem personalizada no conte\u00fado de seu email, garantindo que ele seja realmente relevante para seus assinantes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personalizar emails com o nome de seu inscrito deve ser de praxe, por\u00e9m um email com conte\u00fado personalizado tem muito mais chances de ser aberto e lido por um inscrito.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para fazer isso, em primeiro lugar, identifique seu p\u00fablico-alvo e divida-o em categorias, que podem incluir considera\u00e7\u00f5es como idade, sexo, profiss\u00e3o, interesses e assim por diante.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em segundo lugar, permita que seus inscritos escolham os tipos de conte\u00fado que recebem. Isso n\u00e3o apenas garante que o conte\u00fado que eles recebem seja relevante para eles, mas tamb\u00e9m oferece dados e informa\u00e7\u00f5es \u00fateis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com essas informa\u00e7\u00f5es, voc\u00ea pode criar listas de email segmentadas com base em informa\u00e7\u00f5es demogr\u00e1ficas e outras m\u00e9tricas, e ent\u00e3o adaptar o conte\u00fado de seu email de acordo com tais informa\u00e7\u00f5es. Os <a href=\"https:\/\/www.benchmarkemail.com\/br\/features\/growyourlist\">formul\u00e1rios de inscri\u00e7\u00e3o<\/a> s\u00e3o uma \u00f3tima maneira de coletar informa\u00e7\u00f5es de seus inscritos, como localiza\u00e7\u00e3o geogr\u00e1fica, sexo, estado civil e passatempos preferidos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Isso significa, por exemplo, que os assinantes n\u00e3o receber\u00e3o emails sobre a venda em uma loja que n\u00e3o est\u00e1 perto deles ou informa\u00e7\u00f5es sobre produtos nos quais n\u00e3o demonstraram interesse.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Gaste_tempo_com_a_sua_linha_de_assunto\"><\/span><b>Gaste tempo com a sua linha de assunto<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Criar uma linha de assunto parece bastante simples &#8211; afinal de contas, s\u00e3o necess\u00e1rias apenas algumas palavras &#8211; mas \u00e9 preciso pensar muito mais do que voc\u00ea imagina. A maioria de n\u00f3s recebe emails de vendas diariamente e, pra ser sincero, a maioria deles ser\u00e3o enviados para a lixeira sem nunca terem sido abertos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A linha de assunto precisa chamar a aten\u00e7\u00e3o de seu inscrito e normalmente deve ser curta, descritiva e gerar engajamento. O tom que voc\u00ea escolhe, bem-humorado ou informativo, por exemplo, depender\u00e1 at\u00e9 certo ponto da sua marca, mas h\u00e1 muitas dicas que voc\u00ea pode usar para criar o assunto de email ideal para seu p\u00fablico-alvo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A marca de produtos de beleza Glossier \u00e9 apenas um exemplo de uma empresa que aperfei\u00e7oou a linha de assunto de email. Os produtos Glossier geralmente atraem um p\u00fablico mais jovem e, com apenas um showroom permanente em Nova York, a grande maioria dos clientes se conecta com a marca apenas online. Como tal, as linhas de assunto de email s\u00e3o curtas, en\u00e9rgicas e intrigantes &#8211; ajudando-as a se destacar em uma caixa de entrada repleta de alertas de vendas e promo\u00e7\u00f5es.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9663\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/image2-1.png\" alt=\"Glossier subject lines\" width=\"468\" height=\"87\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Crie_Conteudo_que_Chama_a_Atencao\"><\/span><b>Crie Conte\u00fado que Chama a Aten\u00e7\u00e3o<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Digamos que seu p\u00fablico quer ouvir o que voc\u00ea tem a dizer: eles clicam em seu email e est\u00e3o ansiosos para saber mais, mas seu conte\u00fado n\u00e3o consegue atrair sua aten\u00e7\u00e3o o suficiente e logo eles v\u00e3o embora. Se o seu conte\u00fado n\u00e3o for capaz de instigar o assinante a l\u00ea-lo at\u00e9 o final, ent\u00e3o todos os seus esfor\u00e7os at\u00e9 ent\u00e3o ter\u00e3o sido em v\u00e3o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estruture seu conte\u00fado de maneira que seja f\u00e1cil desmembr\u00e1-lo dividindo-o em segmentos pequenos e usando cabe\u00e7alhos, subcabe\u00e7alhos e marcadores. Ponha em negrito ou it\u00e1lico as informa\u00e7\u00f5es mais importantes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Emails longos e prolixos n\u00e3o incentivam o assinante a ler, e h\u00e1 uma grande chance que eles nunca mais abram outro de seus emails, caso esperem mais do mesmo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Olhe o email abaixo, por exemplo:<\/span><\/p>\n<div id=\"attachment_9664\" style=\"width: 410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9664\" class=\"wp-image-9664 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/image1.png\" alt=\"wordy email\" width=\"400\" height=\"163\" \/><\/p>\n<p id=\"caption-attachment-9664\" class=\"wp-caption-text\">Image: <a href=\"https:\/\/brucemayhew.files.wordpress.com\/2011\/06\/email-etiquette-bad-structure-example.jpg\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">Bruce Mayhew<\/a><\/p>\n<\/div>\n<p>Finally, use audience-centered wording that focuses on their needs, wants and interests before moving on to any call-to-action. Otherwise it&#8217;s likely to feel forced, which your audience will probably pick up on.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Crie_Conteudo_que_Agregue_Valor\"><\/span><b>Crie Conte\u00fado que Agregue Valor<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Cada uma das suas campanhas de email deve ter conte\u00fado que agregue valor ao seu inscrito. Eles precisam saber que voc\u00ea tem interesse em fornecer a eles um conte\u00fado \u00fatil ou que os entretenha. Por isso, pense cuidadosamente sobre o tipo de conte\u00fado que seu p\u00fablico-alvo deseja receber.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Podem ser not\u00edcias de produtos, cupons, dicas, v\u00eddeos engra\u00e7ados ou apenas alguns fatos interessantes sobre sua empresa ou setor. A cadeia de restaurantes Giraffe cumpre essa tarefa com facilidade, com campanhas de email claras e chamativas que demonstram claramente o que h\u00e1 de valor para o usu\u00e1rio.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9665\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/image3-1.png\" alt=\"Email content with value\" width=\"285\" height=\"282\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/image3-1.png 285w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/image3-1-24x24.png 24w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/image3-1-48x48.png 48w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/image3-1-96x96.png 96w, https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2018\/04\/image3-1-125x125.png 125w\" sizes=\"auto, (max-width: 285px) 100vw, 285px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Seu email n\u00e3o deve ser um discurso de vendas; seu objetivo deve ser criar uma conex\u00e3o pessoal entre sua marca e seu p\u00fablico. Dessa forma, voc\u00ea ter\u00e1 mais chances de convert\u00ea-los em clientes reais.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Seja_Honesto\"><\/span><b>Seja Honesto<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Desenvolver a confian\u00e7a \u00e9 fundamental para qualquer relacionamento e, para as marcas e seus clientes, n\u00e3o \u00e9 diferente. Deixe claro em seu formul\u00e1rio de inscri\u00e7\u00e3o que tipo de emails voc\u00ea enviar\u00e1 e com que frequ\u00eancia. N\u00e3o envie informa\u00e7\u00f5es sobre t\u00f3picos sobre os quais eles n\u00e3o se inscreveram especificamente; caso tenha prometido um determinado tipo de conte\u00fado, certifique-se que eles o receberam.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voc\u00ea quer que seus assinantes se tornem clientes e \u00e9 mais prov\u00e1vel que isso aconte\u00e7a se eles se sentirem valorizados e respeitados, em vez de trat\u00e1-los apenas como uma oportunidade de venda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uma estrat\u00e9gia de email marketing envolve, acima de tudo, a cria\u00e7\u00e3o de um relacionamento com seu cliente em potencial. \u00c9 improv\u00e1vel que voc\u00ea seja capaz de fazer isso sem um conte\u00fado de boa qualidade que seja envolvente e \u00fatil para ele. Seguindo as sugest\u00f5es deste artigo, voc\u00ea estar\u00e1 se aproximando da cria\u00e7\u00e3o desse relacionamento com seu p\u00fablico-alvo, o que levar\u00e1 a taxas de convers\u00e3o mais altas.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sua campanha de email \u00e9 um componente crucial de sua estrat\u00e9gia de conte\u00fado em geral e as melhores estrat\u00e9gias de email marketing o ajudar\u00e3o a gerar engajamento com seu p\u00fablico-alvo. Uma pesquisa conduzida pela Direct Marketing Association (DMA) e pela Demand Metric mostrou que o email teve um ROI m\u00e9dio de 122%, mais de quatro&hellip;<\/p>\n","protected":false},"author":64,"featured_media":12909,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing de Conte\u00fado para Emails: O Guia de um Especialista para Gerar Engajamento - Benchmark Email<\/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:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-para-emails-o-guia-de-um-especialista-para-gerar-engajamento\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing de Conte\u00fado para Emails: O Guia de um Especialista para Gerar Engajamento - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Sua campanha de email \u00e9 um componente crucial de sua estrat\u00e9gia de conte\u00fado em geral e as melhores estrat\u00e9gias de email marketing o ajudar\u00e3o a gerar engajamento com seu p\u00fablico-alvo. 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