{"id":11369,"date":"2018-02-21T07:26:59","date_gmt":"2018-02-21T07:26:59","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=8827"},"modified":"2022-05-24T20:04:58","modified_gmt":"2022-05-24T20:04:58","slug":"estrategias-segmentacao-automation-pro","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/estrategias-segmentacao-automation-pro\/","title":{"rendered":"Estrat\u00e9gias Pr\u00e1ticas para Segmenta\u00e7\u00e3o de lista com o Automation Pro"},"content":{"rendered":"

A segmenta\u00e7\u00e3o de lista com o Automation Pro \u00e9 sem d\u00favidas a melhor maneira de enviar um conte\u00fado personalizado e relevante para seus clientes, gerando um sentimento de que voc\u00ea os conhece em um n\u00edvel pessoal e individual. Fazer o follow-up com seus inscritos com base em suas intera\u00e7\u00f5es com suas campanhas de email e com o seu site aliado as segmenta\u00e7\u00f5es de listas, te permitir\u00e1 criar v\u00e1rios n\u00edveis de personaliza\u00e7\u00e3o que ir\u00e3o gerar um engajamento cont\u00ednuo. Antes de falarmos de estrat\u00e9gias para voc\u00ea implementar nas jornadas de seus clientes, vamos dar uma olhada em porque fazer isso \u00e9 t\u00e3o importante.<\/p>\n

Falha na Automa\u00e7\u00e3o de uma Seguradora de Carros<\/b><\/h3>\n

H\u00e1 alguns anos atr\u00e1s, meu carro sofreu um acidente por conta de um vizinho que estava realizando uma mudan\u00e7a com um caminh\u00e3o. Liguei para a empresa do meu seguro e eles enviaram algu\u00e9m para avaliar o tamanho do estrago. Eles me disseram que j\u00e1 que haviam batidas em dois lugares diferentes (um arm\u00e1rio caiu em cima do meu carro), eu teria que pagar duas taxas. Isso tamb\u00e9m incluiria um poss\u00edvel aumento em minha mensalidade.<\/p>\n

No entanto, do outro lado da rua, havia uma oficina de funilaria. Perguntei para o cara da oficina qual era sua opini\u00e3o sobre a avalia\u00e7\u00e3o da seguradora, ao que ele me disse que ele faria o conserto por um pre\u00e7o muito mais baixo caso eu escolhesse n\u00e3o ativar o seguro. Era uma quantia de dinheiro que eu podia encarar e eu evitaria a dor de cabe\u00e7a de ver o pr\u00eamio do meu seguro subir, ent\u00e3o cancelei o meu pedido junto ao seguro.<\/p>\n

Meu carro foi consertado e eu esqueci completamente dessa hist\u00f3ria. Isso aconteceu at\u00e9 que eu recebi um email de minha seguradora que dizia:<\/p>\n

\n

\u201cRecebemos um recado de nosso departamento de pedidos nos informando que voc\u00ea ficou muito satisfeito com a maneira como lidamos com sua solicita\u00e7\u00e3o. Estamos felizes que tudo ocorreu bem com voc\u00ea.\u201d<\/span><\/p>\n<\/blockquote>\n

N\u00e3o apenas isso, mas eles tamb\u00e9m tentaram me vender outro produto que ofereciam.<\/p>\n

Essa foi uma automa\u00e7\u00e3o que foi ativada quando o meu pedido foi encerrado por conta da minha solicita\u00e7\u00e3o de cancelamento. O problema \u00e9 que, sem segmenta\u00e7\u00f5es de lista, a automa\u00e7\u00e3o entendeu que todos os pedidos encerrados eram de clientes satisfeitos. Agora voc\u00ea entende porque segmentar sua base \u00e9 uma parte importante de suas automa\u00e7\u00f5es?<\/p>\n

Como Voc\u00ea Pode Usar Segmenta\u00e7\u00e3o de Listas Junto com Automa\u00e7\u00f5es<\/b><\/h3>\n

N\u00f3s amamos nossos bichos de estima\u00e7\u00e3o por aqui. D\u00e1 pra perceber?<\/p>\n

\"Gemma\"<\/p>\n

N\u00e3o deveria ser uma surpresa que n\u00f3s precisamos constantemente de um pet shop. Por exemplo: Digamos que um cliente entra na loja e concorda em entrar para sua lista de emails. Voc\u00ea percebe que eles compraram ra\u00e7\u00e3o, alguns brinquedinhos e mimos, tudo para cachorros. Voc\u00ea pode ent\u00e3o adicionar essa pessoa \u00e0 sua lista de clientes, mas seria ainda melhor se a colocasse no segmento de \u201cDonos de Cachorro\u201d dessa lista.<\/p>\n

Dessa forma, voc\u00ea pode ativar uma jornada autom\u00e1tica para os clientes que tem cachorros assim que entrarem nesse segmento. Emails de follow-up podem incluir conte\u00fado focado em novos brinquedos, os tipos mais recentes de ossinhos que chegaram em sua loja e outros produtos que tornar\u00e3o a vida dos cachorrinhos mais divertida. Como eu tenho um cachorro, sei bem qu\u00e3o suscet\u00edvel eu sou a querer comprar todas as coisinhas fofas que eu tenho sempre que me lembrar que n\u00e3o posso comer. De acordo com o DMA, campanhas segmentadas e focadas geram 58% de todo o faturamento de email marketing<\/a>.<\/p>\n

Vamos ainda dar um passo extra: Caso voc\u00ea tenha usado o recurso de engajamento com o site no Automation Pro, voc\u00ea pode fazer um follow-up com as pessoas em seu segmento de \u201cDonos de Cachorro\u201d baseado nos itens que eles visualizarem em seu site. Os gatilhos dos follow-ups podem ser ativados caso eles estejam olhando uma nova caminha para seu pet ou a nova linha de brinquedos do Star Wars (por sinal meu cachorro destruiu o seu BB-8 em quest\u00e3o de segundos). Eles j\u00e1 est\u00e3o demonstrando interesse nesses itens, ent\u00e3o uma campanha disparada automaticamente com esses produtos pode ser o lembrete que eles precisam para comprar.<\/p>\n

Continuando com mais segmenta\u00e7\u00f5es, talvez todos os donos de cachorro entrem em uma mesma lista. No entanto, os segmentos podem ser criados baseados na ra\u00e7\u00e3o de prefer\u00eancia de seus cachorros. Se voc\u00ea estiver prestando aten\u00e7\u00e3o ao hist\u00f3rico de compras de seus clientes, voc\u00ea ver\u00e1 o que eles compraram e at\u00e9 com que frequ\u00eancia. Voc\u00ea pode enviar um follow-up autom\u00e1tico quando eles estiverem precisando de mais comida. Envie uma campanha nesse momento exato, talvez at\u00e9 oferecendo um descontinho, e voc\u00ea ter\u00e1 conquistado um novo cliente fiel gra\u00e7as as suas segmenta\u00e7\u00f5es e automa\u00e7\u00f5es.<\/p>\n

Ent\u00e3o, da pr\u00f3xima vez que voc\u00ea for criar uma nova jornada para os seus clientes, lembre-se que suas campanhas podem ser muito mais relevantes caso combine a segmenta\u00e7\u00e3o de sua lista com automa\u00e7\u00e3o de email marketing. Essa \u00e9 sua melhor chance de criar um email que fa\u00e7a seu cliente sentir que voc\u00ea est\u00e1 conversando com ele em um n\u00edvel individual e pessoa\u2026 mesmo que tudo isso aconte\u00e7a atrav\u00e9s de uma campanha autom\u00e1tica que est\u00e1 rodando enquanto voc\u00ea passeia com seu cachorro.<\/p>\n","protected":false},"excerpt":{"rendered":"

A segmenta\u00e7\u00e3o de lista com o Automation Pro \u00e9 sem d\u00favidas a melhor maneira de enviar um conte\u00fado personalizado e relevante para seus clientes, gerando um sentimento de que voc\u00ea os conhece em um n\u00edvel pessoal e individual. Fazer o follow-up com seus inscritos com base em suas intera\u00e7\u00f5es com suas campanhas de email e…<\/p>\n","protected":false},"author":26,"featured_media":12920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2226],"tags":[],"class_list":["post-11369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-novidades-da-benchmark"],"yoast_head":"\nEstrat\u00e9gias Pr\u00e1ticas para Segmenta\u00e7\u00e3o de lista com o Automation Pro - 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\/estrategias-segmentacao-automation-pro\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Estrat\u00e9gias Pr\u00e1ticas para Segmenta\u00e7\u00e3o de lista com o Automation Pro - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"A segmenta\u00e7\u00e3o de lista com o Automation Pro \u00e9 sem d\u00favidas a melhor maneira de enviar um conte\u00fado personalizado e relevante para seus clientes, gerando um sentimento de que voc\u00ea os conhece em um n\u00edvel pessoal e individual. 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