{"id":11423,"date":"2017-03-15T07:00:33","date_gmt":"2017-03-15T14:00:33","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=5607"},"modified":"2020-02-23T19:55:10","modified_gmt":"2020-02-23T19:55:10","slug":"os-principios-basicos-da-entregabilidade-no-email-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/os-principios-basicos-da-entregabilidade-no-email-marketing\/","title":{"rendered":"Os Princ\u00edpios B\u00e1sicos da Entregabilidade no Email Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Este par\u00e1grafo marca o primeiro em nossa nova s\u00e9rie dedicada \u00e0 entregabilidade. Use esta s\u00e9rie para colocar seus resultados de e-mail marketing de volta nos trilhos (ou evitar que esse problema antes mesmo dele descarrilar!). Vamos gui\u00e1-lo com dicas, truques e o <\/span><i><span style=\"font-weight: 400;\">know-how<\/span><\/i><span style=\"font-weight: 400;\"> necess\u00e1rio para te ajudar a extrair o m\u00e1ximo de sua conta da Benchmark. O artigo de hoje \u00e9 uma introdu\u00e7\u00e3o geral ao conceito de entregabilidade com alguns pontos chaves a ser considerados.<\/span><\/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\/os-principios-basicos-da-entregabilidade-no-email-marketing\/#Email_marketing_um_canal_essencial_de_marketing_on-line\" >Email marketing: um canal essencial de marketing on-line<\/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\/os-principios-basicos-da-entregabilidade-no-email-marketing\/#Analisando_a_capacidade_de_entrega_de_suas_mensagens\" >Analisando a capacidade de entrega de suas mensagens<\/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\/os-principios-basicos-da-entregabilidade-no-email-marketing\/#1o_Fator_chave_Sua_reputacao_de_remetente\" >1\u00ba Fator chave: Sua reputa\u00e7\u00e3o de remetente<\/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\/os-principios-basicos-da-entregabilidade-no-email-marketing\/#2o_Fator_chave_uma_lista_limpa\" >2\u00ba Fator chave: uma lista limpa<\/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\/os-principios-basicos-da-entregabilidade-no-email-marketing\/#3o_Fator-chave_Qualidade_do_software_de_e-mail_marketing\" >3\u00ba Fator-chave: Qualidade do software de e-mail marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Email_marketing_um_canal_essencial_de_marketing_on-line\"><\/span><b>Email marketing: um canal essencial de marketing on-line<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Vamos usar um exemplo para ilustrar o conceito de entregabilidade. Imagine uma empresa cuja equipe de marketing passou alguns bons meses ignorando os alertas e mensagens de sua plataforma de email marketing. Agora, infelizmente, o Gerente de Marketing est\u00e1 dando uma olhada nos relat\u00f3rios trimestrais que ele recebeu de sua equipe e ele est\u00e1 preocupado.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A \u00faltima campanha parecia promissora. Oferecia um bom produto, possu\u00eda uma mensagem clara, era bem focada no p\u00fablico-alvo, tinha um plano estruturado, o design era atraente e os hor\u00e1rios tinham sido otimizados. Infelizmente, por\u00e9m, os n\u00fameros n\u00e3o s\u00e3o satisfat\u00f3rios. O que deu errado?<\/span><\/p>\n<p><b>Todos os canais obtiveram os resultados esperados, exceto o de email marketing<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A quantidade de leads gerados atrav\u00e9s deste canal estava em decl\u00ednio constante nos \u00faltimos 6 meses. Ele tinha sido o canal estrela, um aspecto-chave do <\/span><b>funil de vendas<\/b><span style=\"font-weight: 400;\">, mas as coisas definitivamente mudaram, e para pior. Vamos tentar entender o porqu\u00ea.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Analisando_a_capacidade_de_entrega_de_suas_mensagens\"><\/span><b>Analisando a capacidade de entrega de suas mensagens<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u00c9 uma hist\u00f3ria comum e voc\u00ea provavelmente j\u00e1 viu uma situa\u00e7\u00e3o semelhante antes. A equipe precisa de <\/span><b>solu\u00e7\u00f5es<\/b><span style=\"font-weight: 400;\"> r\u00e1pidas. Felizmente, depois de analisar os relat\u00f3rios, um dos membros da equipe ofereceu algumas id\u00e9ias interessantes que ele acha que poderiam trazer a equipe de volta ao caminho certo: ele acha que essa queda pode ter algo a ver com a <\/span><b>entregabilidade de suas mensagens de e-mail marketing<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Acredite quando dizemos que o conceito entregabilidade \u00e9 ao mesmo tempo complexo e fascinante de se trabalhar&#8230; mas afinal, o que \u00e9 entregabilidade? Resumidamente, trata-se de <\/span><b>otimizar<\/b><span style=\"font-weight: 400;\"> a taxa em que seu <\/span><b>e-mail chega na caixa de entrada<\/b><span style=\"font-weight: 400;\">, independente de quem \u00e9 seu p\u00fablico-alvo ou qual ISP (Sigla em ingl\u00eas para provedor de servi\u00e7o de internet) ele usa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em nossa empresa imagin\u00e1ria, ningu\u00e9m tem avaliado nem mesmo os componentes mais b\u00e1sicos. A taxa de den\u00fancias de abuso de spam e as rejei\u00e7\u00f5es s\u00e3o muito altas e as listas n\u00e3o foram suficientemente segmentadas. A conseq\u00fc\u00eancia de tudo isso \u00e9 uma m\u00e1 reputa\u00e7\u00e3o que prejudica os resultados.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"1o_Fator_chave_Sua_reputacao_de_remetente\"><\/span><b>1\u00ba Fator chave: Sua reputa\u00e7\u00e3o de remetente<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A reputa\u00e7\u00e3o do remetente de uma marca est\u00e1 intrinsecamente ligada \u00e0 sua <\/span><span style=\"font-weight: 400;\">Domain Authority<\/span><span style=\"font-weight: 400;\"> e cada ISP mant\u00e9m um registro da atividade do remetente. Ao avaliar sua reputa\u00e7\u00e3o de remetente, pergunte a si mesmo: Temos muitas ou poucas reclama\u00e7\u00f5es de spam? Qual \u00e9 a nossa taxa m\u00e9dia de abertura? Os destinat\u00e1rios interagem com nossas campanhas e nosso conte\u00fado?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tenha em mente essas quest\u00f5es, reveja os dados e aja para melhorar em cada um desses pontos. Para obter mais detalhes sobre como fazer isso, mantenha-se atento pois teremos novos artigos desta s\u00e9rie.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2o_Fator_chave_uma_lista_limpa\"><\/span><b>2\u00ba Fator chave: uma lista limpa<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">N\u00e3o importa quantas campanhas voc\u00ea planeje se suas listas n\u00e3o estiverem em plena forma. Se suas listas est\u00e3o cheias de erros ortogr\u00e1ficos, se voc\u00ea n\u00e3o excluir aqueles que deixaram de assinar ou se voc\u00ea continuar enviando para endere\u00e7os de e-mail expirados (rejei\u00e7\u00f5es duras), voc\u00ea n\u00e3o estar\u00e1 ajudando a sua entregabilidade. O uso de <\/span><b><i>opt-in<\/i><\/b><b> duplo<\/b><span style=\"font-weight: 400;\"> para inscri\u00e7\u00f5es \u00e9 vital para confirmar que os endere\u00e7os de email est\u00e3o corretos e que de fato existem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para isso, voc\u00ea deve manter uma <\/span><b>segmenta\u00e7\u00e3o adequada<\/b><span style=\"font-weight: 400;\">. Isso tudo anda de m\u00e3os dadas com uma an\u00e1lise e estudo apropriados das taxas de abertura e de rejei\u00e7\u00e3o, que te permitir\u00e1 avaliar qu\u00e3o engajado cada um de seus contatos est\u00e1 com seu conte\u00fado. Por exemplo, um segmento pode ser composto por aqueles que sempre abrem e leem suas campanhas ou pelos que o fizeram nos \u00faltimos X meses. Estes ser\u00e3o os que est\u00e3o mais interessados \u200b\u200bem ler seus emails promocionais. Voc\u00ea precisa desse n\u00edvel de planejamento e prepara\u00e7\u00e3o para se certificar de que apenas o conte\u00fado relevante atinja cada um de seus inscritos, te dando o tipo de impacto e retorno esperado.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3o_Fator-chave_Qualidade_do_software_de_e-mail_marketing\"><\/span><b>3\u00ba Fator-chave: Qualidade do software de e-mail marketing<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Agora que voc\u00ea j\u00e1 viu algumas dicas e compreendeu um pouco mais sobre a entregabilidade, precisamos olhar para al\u00e9m das a\u00e7\u00f5es da equipe de marketing isoladamente. Nada disso ser\u00e1 suficiente se voc\u00ea n\u00e3o escolher uma plataforma de email marketing de qualidade a partir da qual enviar\u00e1 suas <\/span><b>campanhas cuidadosamente planejadas<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Como escolher? Em primeiro lugar, voc\u00ea precisa ter certeza de que seu provedor de servi\u00e7os de email marketing \u00e9 <\/span><b>dedicado a fornecer uma infra-estrutura correta para voc\u00ea<\/b><span style=\"font-weight: 400;\">. Isso envolve manter no topo a reputa\u00e7\u00e3o de seus servidores e manter seus sistemas atualizados enquanto trabalha com voc\u00ea para otimizar a sua reputa\u00e7\u00e3o de remetente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com as ferramentas certas, conte\u00fados relevantes e listas limpas, sua estrat\u00e9gia de email marketing estar\u00e1 no caminho certo para o sucesso.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na Benchmark Email garantimos que iremos oferecer a infra-estrutura certa para o seu sucesso no email marketing. N\u00f3s sempre seguimos as melhores pr\u00e1ticas de email marketing para garantir as melhores taxas de entrega poss\u00edveis: n\u00f3s verificamos listas e novos clientes e estamos sempre de olho nas campanhas que est\u00e3o sendo enviadas tamb\u00e9m. Tudo isso ajuda a manter a reputa\u00e7\u00e3o de remetente alta e garante que os emails cheguemm ao seu destino.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Experimente por si mesmo. <\/span><a href=\"https:\/\/ui.benchmarkemail.wpengine.com\/br\/Register\"><span style=\"font-weight: 400;\">Abra uma conta conosco e explore a nossa plataforma gratuitamente!<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Este \u00e9 o primeiro artigo da nossa nova s\u00e9rie sobre entregabilidade. Em seguida, publicaremos &#8220;As Vantagens de Usar um IP Dedicado no Email Marketing&#8221;. Siga-nos, inscreva-se e n\u00e3o perca!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ajude os outros a aprender mais sobre as melhores pr\u00e1ticas de email marketing compartilhando esse conte\u00fado em suas m\u00eddias sociais. E, se tiver d\u00favidas, deixe um coment\u00e1rio abaixo e n\u00f3s responderemos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aproveite essa experi\u00eancia de aprendizado com a Benchmark Email!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este par\u00e1grafo marca o primeiro em nossa nova s\u00e9rie dedicada \u00e0 entregabilidade. Use esta s\u00e9rie para colocar seus resultados de e-mail marketing de volta nos trilhos (ou evitar que esse problema antes mesmo dele descarrilar!). Vamos gui\u00e1-lo com dicas, truques e o know-how necess\u00e1rio para te ajudar a extrair o m\u00e1ximo de sua conta da&hellip;<\/p>\n","protected":false},"author":301,"featured_media":12948,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11423","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>Os Princ\u00edpios B\u00e1sicos da Entregabilidade no Email Marketing - 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\/os-principios-basicos-da-entregabilidade-no-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Os Princ\u00edpios B\u00e1sicos da Entregabilidade no Email Marketing - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Este par\u00e1grafo marca o primeiro em nossa nova s\u00e9rie dedicada \u00e0 entregabilidade. Use esta s\u00e9rie para colocar seus resultados de e-mail marketing de volta nos trilhos (ou evitar que esse problema antes mesmo dele descarrilar!). 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