{"id":11371,"date":"2018-01-19T15:17:32","date_gmt":"2018-01-19T23:17:32","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=8610"},"modified":"2020-02-23T19:54:20","modified_gmt":"2020-02-23T19:54:20","slug":"motivos-email-marketing-nao-funciona","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/motivos-email-marketing-nao-funciona\/","title":{"rendered":"4 Raz\u00f5es Porqu\u00ea Seu Email Marketing N\u00e3o Funciona"},"content":{"rendered":"<p>J\u00e1 se perguntou por que sua estrat\u00e9gia de <a href=\"https:\/\/www-new.benchmarkemail.wpengine.com\/br\/\">Email Marketing<\/a> n\u00e3o funciona?<\/p>\n<p>Certamente voc\u00ea j\u00e1 viu as mesmas estat\u00edsticas que eu &#8211; apenas 4% dos consumidores que clicam em um link para um site v\u00e3o de fato comprar alguma coisa.<\/p>\n<p>Esse n\u00famero pode parecer baixo, mas \u00e9 duas vezes maior do que a taxa de mecanismos de busca e das redes sociais. Essas duas plataformas s\u00e3o veneradas pelas mesmas pessoas que falam mal do email marketing.<\/p>\n<p>Quer saber a verdade?<\/p>\n<p>Se o seu email marketing n\u00e3o est\u00e1 dando certo, o problema est\u00e1 na sua campanha de modo geral. O marketing por email em si n\u00e3o est\u00e1 enfraquecendo.<\/p>\n<p>Este blog vai analisar alguns dos fatores que levam as campanhas de email marketing falharem.<\/p>\n<p>Seu p\u00fablico-alvo deve estar cansado de receber tantos spam, ent\u00e3o voc\u00ea j\u00e1 entra em campo em desvantagem. A raz\u00e3o pela qual muitas campanhas de email marketing n\u00e3o d\u00e3o certo \u00e9 porque elas n\u00e3o levam em considera\u00e7\u00e3o que seus clientes em potencial j\u00e1 est\u00e3o sem paci\u00eancia por receber emails in\u00fateis.<\/p>\n<p>Caso seus emails n\u00e3o estejam sendo abertos, n\u00e3o entre em p\u00e2nico! Voc\u00ea provavelmente est\u00e1 cometendo um dos erros que atingem tantos empreendedores. Aqui est\u00e3o as principais raz\u00f5es pelas quais suas campanhas podem n\u00e3o estar tendo o sucesso que voc\u00ea espera.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 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\/motivos-email-marketing-nao-funciona\/#Linhas_de_Assunto_Ineficazes\" >Linhas de Assunto Ineficazes<\/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\/motivos-email-marketing-nao-funciona\/#Falta_de_Segmentacao_das_Listas_de_Email\" >Falta de Segmenta\u00e7\u00e3o das 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\/motivos-email-marketing-nao-funciona\/#Enviar_Emails_que_Agregam_Pouco_Valor\" >Enviar Emails que Agregam Pouco Valor<\/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\/motivos-email-marketing-nao-funciona\/#Emails_que_Contem_Muita_Informacao\" >Emails que Contem Muita Informa\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\/motivos-email-marketing-nao-funciona\/#Transforme_uma_Campanha_de_Email_que_Nao_Funciona_em_uma_de_Sucesso\" >Transforme uma Campanha de Email que N\u00e3o Funciona em uma de Sucesso<\/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\/motivos-email-marketing-nao-funciona\/#Consideracoes_Finais\" >Considera\u00e7\u00f5es Finais<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Linhas_de_Assunto_Ineficazes\"><\/span><b>Linhas de Assunto Ineficazes<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Em m\u00e9dia, um funcion\u00e1rio de escrit\u00f3rio receber\u00e1 em torno de 121 emails todos os dias. N\u00e3o h\u00e1 absolutamente nenhuma maneira de abrir e ler todos esses emails. Mas eles ver\u00e3o todas as linhas de assunto. A probabilidade de algu\u00e9m abrir um email com uma linha de assunto clich\u00e9 ou desinteressante \u00e9 muito pequena.<\/p>\n<p>Escrever bons t\u00edtulos \u00e9 uma forma de arte e deve-se sempre lev\u00e1-la muito a s\u00e9rio. A linha de assunto do seu email afetar\u00e1 diretamente sua taxa abertura. Portanto, ela deve de alguma forma incitar o leitor a abrir o email.<\/p>\n<p>Apenas tenha cuidado para n\u00e3o criar acidentalmente os \u201cclick-baits\u201d! Para aqueles que n\u00e3o sabem, \u201cclick-baits\u201d s\u00e3o t\u00edtulos exagerads que incitam as pessoas a clicarem, mas cujo conte\u00fado n\u00e3o cumpre com a promessa. As pessoas aprenderam a detectar facilmente esse tipo de estrat\u00e9gia.<\/p>\n<p>A Digital Marketing provou em um<a href=\"https:\/\/neilpatel.com\/blog\/email-marketing-case-studies-how-4-companies-increased-their-open-rates\/\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"> estudo recente<\/a> (em ingl\u00eas) que \u00e9 poss\u00edvel melhorar suas taxas de abertura em 3x apenas ajustando suas linhas de assunto. N\u00e3o h\u00e1 absolutamente nenhuma raz\u00e3o para voc\u00ea n\u00e3o fazer o mesmo.<\/p>\n<p>A empresa utilizou as linhas de assunto para instigar seus leitores a abrirem seus emails. Esses emails foram ent\u00e3o projetados para ganhar a confian\u00e7a do destinat\u00e1rio, ajudando-o a resolver um problema. Uma vez que ganharam a confian\u00e7a de um cliente, eles puderam oferecer seus produtos ou servi\u00e7os.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Falta_de_Segmentacao_das_Listas_de_Email\"><\/span><b>Falta de Segmenta\u00e7\u00e3o das Listas de Email<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Os assinantes de email n\u00e3o s\u00e3o membros de uma seita, ent\u00e3o por que enviar as mesmas mensagens para cada um?<\/p>\n<p>Somente os membros de uma seita pensam e atuam de forma id\u00eantica, ent\u00e3o a menos que voc\u00ea esteja liderando uma, voc\u00ea deve enviar mensagens aos seus inscritos com base em como eles agem.<\/p>\n<p>De acordo com o National Client Email Report da DMA, 77% do ROI de email marketing veio de campanhas segmentadas e direcionadas.<\/p>\n<p>Al\u00e9m disso, dos profissionais de email marketing que usam a segmenta\u00e7\u00e3o, 43% usam at\u00e9 seis segmentos, em m\u00e9dia.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Enviar_Emails_que_Agregam_Pouco_Valor\"><\/span><b>Enviar Emails que Agregam Pouco Valor<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Muitos empreendedores entram para o email marketing com a mentalidade de que os usu\u00e1rios se inscrever\u00e3o em sua lista, abrir\u00e3o seus emails e, logo em seguida, clicar\u00e3o em um link para comprar algo.<\/p>\n<p>Embora isto seja real e poss\u00edvel dentro do email marketing, voc\u00ea deve basear sua campanha em torno da id\u00e9ia de criar confian\u00e7a agregando valor aos seus contatos.<\/p>\n<p>As campanhas de email s\u00e3o complexas e consistem em dezenas de elementos diferentes, como linhas de assunto, texto, call to action (chamada para a\u00e7\u00e3o), produtos, agendamento e p\u00fablico-alvo. N\u00e3o \u00e9 de se admirar que tantos empreendedores estejam sobrecarregados pelo email marketing! O resultado \u00e9 que eles acabam enviando o mesmo tipo de email rotineiramente, em hor\u00e1rios previs\u00edveis.<\/p>\n<p>A Travelzoo provou que a cria\u00e7\u00e3o de conte\u00fado valioso \u00e9 feita atrav\u00e9s da simplicidade. Antes de mais nada, deixe-me expor os destaques da Travelzoo. Seu site ressalta todas as melhores promo\u00e7\u00f5es de viagens e entretenimento.<\/p>\n<p>A Travelzoo envia o mesmo modelo de email com a mesma linha de assunto no mesmo hor\u00e1rio todas as semanas. A linha de assunto \u00e9 simplesmente &#8220;O Top 20 da semana&#8221;. \u00c9 um email simples, sem muitos destaques, f\u00e1cil de ler.<\/p>\n<p>Por que esse email se converte em uma taxa t\u00e3o alta? A resposta \u00e9 bem simples. Oferece valor para o assinante. \u00c9 f\u00e1cil de ler e \u00e9 consistente. Os assinantes v\u00e3o confiar nesses emails porque fornecem valor de verdade.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Emails_que_Contem_Muita_Informacao\"><\/span><b>Emails que Contem Muita Informa\u00e7\u00e3o<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Esse t\u00f3pico anda de m\u00e3os dadas com a se\u00e7\u00e3o anterior, ent\u00e3o vou manter a explica\u00e7\u00e3o curta. Embora voc\u00ea deva gerar valor com seus emails, certifique-se de que voc\u00ea n\u00e3o inclui informa\u00e7\u00e3o demais.<\/p>\n<p>Os assinantes n\u00e3o querem ficar sobrecarregados com informa\u00e7\u00f5es na sua caixa de entrada. Fa\u00e7a uma pergunta e responda o mais r\u00e1pido poss\u00edvel. Ou use uma configura\u00e7\u00e3o como a Travelzoo para criar conte\u00fado simplista, valioso e consistente.<\/p>\n<p>O Kickstarter \u00e9 um \u00f3timo exemplo de como manter um email curto. Eles tem muitos novos projetos publicados todas as semanas, mas eles incluem somente os tr\u00eas primeiros em seu boletim informativo semanal. Eles mant\u00eam seus emails simples e, como resultado, seus emails convertem bem.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Transforme_uma_Campanha_de_Email_que_Nao_Funciona_em_uma_de_Sucesso\"><\/span><b>Transforme uma Campanha de Email que N\u00e3o Funciona em uma de Sucesso<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Falamos sobre algumas coisas que fazem com que as campanhas de email n\u00e3o d\u00eaem certo. Elas n\u00e3o parecem t\u00e3o ruins depois de enfrentar os problemas de frente, n\u00e3o \u00e9?<\/p>\n<p>Na maioria dos casos, os empreendedores que fazem o suficiente para comercializar seus neg\u00f3cios por email j\u00e1 entendem o b\u00e1sico. Eles s\u00f3 precisam de alguns pequenos ajustes em suas campanhas de email marketing.<\/p>\n<h3><b><i>Passo 1: Criar T\u00edtulos Melhores<\/i><\/b><\/h3>\n<p>A personalidade do seu email \u00e9 importante. A verdade \u00e9 que n\u00e3o existe uma f\u00f3rmula universal para criar t\u00edtulos incr\u00edveis. Tudo depende do email. Voc\u00ea provavelmente ter\u00e1 que experimentar e testar novas linhas de assunto at\u00e9 encontrar o que d\u00e1 certo.<\/p>\n<h3><b><i>Passo 2: Emails Mais Eficientes e Simples<\/i><\/b><\/h3>\n<p>Na maioria das vezes, quanto menor, melhor. As frases de impacto apoiadas por pontos de interesse convincentes sempre ser\u00e3o melhores do que longos e elaborados par\u00e1grafos. Se os assinantes quiserem ler o conte\u00fado, eles podem visitar seu site.<\/p>\n<h3><b><i>Passo 3: Evite a Temida Desinscri\u00e7\u00e3o<\/i><\/b><\/h3>\n<p>O que \u00e9 que faz as pessoas clicarem no temido link de cancelamento de inscri\u00e7\u00e3o? Embora haja muitas raz\u00f5es por tr\u00e1s das desinscri\u00e7\u00f5es, a raz\u00e3o n\u00famero um \u00e9 a frequ\u00eancia.<\/p>\n<p>Receber muitos emails \u00e9 irritante e receber poucos emails pode fazer com que os assinantes se esque\u00e7am de voc\u00ea. A chave para evitar o cancelamento de inscri\u00e7\u00e3o \u00e9 encontrar a melhor frequ\u00eancia de emails para o seu p\u00fablico. Isso exigir\u00e1 testes e consist\u00eancia.<\/p>\n<p>Tamb\u00e9m \u00e9 importante enviar emails relevantes e de valor para seus assinantes.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Consideracoes_Finais\"><\/span><b>Considera\u00e7\u00f5es Finais<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Agora voc\u00ea tem um lugar para come\u00e7ar a<a href=\"https:\/\/www.backofficepro.com\/kpo\/\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"> melhorar suas campanhas de email<\/a>. Tentamos cobrir as \u00e1reas mais importantes, mas entendemos que h\u00e1 mais motivos pelos quais uma campanha possa dar errado.<\/p>\n<p>Voc\u00ea est\u00e1 tendo dificuldades em fazer com que seus emails convertam? Voc\u00ea j\u00e1 se deparou com alguns dos erros que discutimos e encontrou uma maneira mais eficiente de corrig\u00ed-los?<\/p>\n<p>Se assim for, esperamos por suas ideias e dicas na se\u00e7\u00e3o de coment\u00e1rios!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>J\u00e1 se perguntou por que sua estrat\u00e9gia de Email Marketing n\u00e3o funciona? Certamente voc\u00ea j\u00e1 viu as mesmas estat\u00edsticas que eu &#8211; apenas 4% dos consumidores que clicam em um link para um site v\u00e3o de fato comprar alguma coisa. Esse n\u00famero pode parecer baixo, mas \u00e9 duas vezes maior do que a taxa de&hellip;<\/p>\n","protected":false},"author":61,"featured_media":12921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11371","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 v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 Raz\u00f5es Porqu\u00ea Seu Email Marketing N\u00e3o Funciona - 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\/motivos-email-marketing-nao-funciona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Raz\u00f5es Porqu\u00ea Seu Email Marketing N\u00e3o Funciona - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"J\u00e1 se perguntou por que sua estrat\u00e9gia de Email Marketing n\u00e3o funciona? Certamente voc\u00ea j\u00e1 viu as mesmas estat\u00edsticas que eu &#8211; apenas 4% dos consumidores que clicam em um link para um site v\u00e3o de fato comprar alguma coisa. 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