{"id":11425,"date":"2017-03-10T14:36:26","date_gmt":"2017-03-10T22:36:26","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=4509"},"modified":"2020-02-23T19:55:10","modified_gmt":"2020-02-23T19:55:10","slug":"o-engajamento-com-o-cliente-e-nova-moda-email","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/o-engajamento-com-o-cliente-e-nova-moda-email\/","title":{"rendered":"O engajamento com o cliente \u00e9 a nova moda do email"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Para muitos, n\u00e3o faz sentido apenas enviar emails para seus assinantes. H\u00e1 uma pessoa por tr\u00e1s de cada endere\u00e7o de email, fato importante que n\u00e3o pode ser esquecido. Email marketing n\u00e3o \u00e9 para os blasters do mundo que obt\u00e9m um r\u00e1pido retorno sobre o investimento, com baixas taxas de abertura e apenas poucas grandes vendas. A entregabilidade do professional de email marketing pode vir a sofrer. Obter \u00eaxito sustent\u00e1vel a longo prazo envolve<\/span><b> criar um canal de comunica\u00e7\u00e3o<\/b><span style=\"font-weight: 400;\"> com seus assinantes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vamos voltar um pouquinho. Ao conversar com algu\u00e9m da gera\u00e7\u00e3o Y, j\u00e1 parou para contar o n\u00famero de contas que usam ativamente nas m\u00eddias sociais? Ou\u00e7a mais de perto e ver\u00e1 quantas vezes durante uma conversa eles v\u00e3o dizer que n\u00e3o receberam uma notifica\u00e7\u00e3o ou a notifica\u00e7\u00e3o acabou sendo enterrada sob dezenas de outras notifica\u00e7\u00f5es que v\u00e3o se acumulando a cada minuto. O fato \u00e9 que a gera\u00e7\u00e3o Y est\u00e1 sobrecarregada com dados das m\u00eddias sociais. Sua conta de email, no entanto, \u00e9 um dos lugares mais eficazes para chamar sua aten\u00e7\u00e3o e obter engajamento. Quase ningu\u00e9m est\u00e1 competindo por sua aten\u00e7\u00e3o por l\u00e1.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para as gera\u00e7\u00f5es mais antigas, o email soa como algo ultrapassado devido a como esse grupo v\u00ea especificamente o email. Eles o veem como um fardo ao inv\u00e9s da oportunidade que \u00e9: um contato direto e ininterrupto onde voc\u00ea pode usar mais que 120 caracteres. \u00c9 o lugar onde uma vez que eles clicarem, estar\u00e3o em seu mundo. N\u00e3o h\u00e1 outros coment\u00e1rios ou propagandas competindo por sua aten\u00e7\u00e3o. Durante esse tempo, eles s\u00e3o seus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 a\u00ed que come\u00e7a o engajamento com o cliente. Come\u00e7a com a percep\u00e7\u00e3o de que os emails n\u00e3o s\u00e3o simples memorandos, ou buracos negros onde as mensagens s\u00e3o sugadas para um vazio sem retorno. Na verdade, o email \u00e9 o melhor espa\u00e7o digital em tempo real onde VOC\u00ca pode se concentrar no seu p\u00fablico alvo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Isto \u00e9 uma mudan\u00e7a de mentalidade, come\u00e7ando com a elimina\u00e7\u00e3o da palavra \u201demail\u201d e substituindo por &#8220;engajamento do cliente&#8221;. Assim, enquanto seus concorrentes ainda est\u00e3o fazendo email marketing, voc\u00ea est\u00e1 na linha de frente da comunica\u00e7\u00e3o. Voc\u00ea est\u00e1 se engajando.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este n\u00e3o \u00e9 um conceito totalmente novo que estou sugerindo que entendam. Seu neg\u00f3cio provavelmente j\u00e1 est\u00e1 na fase de engajamento. Vamos dar uma olhada em como esse \u00e9 o caso: voc\u00ea deve ter acabado de entrar em contato com seu p\u00fablico alvo na \u00e9poca de f\u00e9rias de final de ano. Talvez voc\u00ea tenha criado eventos em tempo real para juntar sua marca e seus clientes. Ou mesmo atrav\u00e9s do telefone escuta sobre as preocupa\u00e7\u00f5es mais recentes de seus assinantes e leitores. Voc\u00ea J\u00c1 EST\u00c1 engajado. Agora deve apenas esticar isso um pouco para certificar-se de que suas campanhas de email refletem o mesmo valor agregado no contato direto do usu\u00e1rio com sua marca.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A quest\u00e3o que invariavelmente acabam tendo \u00e9: como medir o engajamento? Mediria pelo n\u00famero de cliques, taxas de abertura ou os acompanhamentos? Talvez seja uma combina\u00e7\u00e3o dos tr\u00eas, mas de acordo com a campanha, isso depender\u00e1 da chamada \u00e0 a\u00e7\u00e3o desejada. Por este motivo n\u00e3o se atenha a uma s\u00f3 regra sobre como o engajamento \u00e9 medido. Ela deve ser uma meta mut\u00e1vel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dito isto, o engajamento com o cliente significa que voc\u00ea tamb\u00e9m estar\u00e1 medindo seu sucesso com base nos clientes engajados e n\u00e3o apenas nos n\u00fameros e an\u00e1lises. Por exemplo, uma taxa abertura de 100% \u00e9 excelente para qualquer empresa. No entanto, mesmo com taxas de retorno impressionantes, como pode garantir que houve qualquer engajamento? Engajamento pode se parecer mais com uma taxa de abertura de 35%, por\u00e9m com 3 respostas do leitor diretamente para voc\u00ea e 2 compartilhamentos em m\u00eddias sociais. \u00c9 assim que se mede o engajamento com o cliente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em termos mais simples, imagine que voc\u00ea organizou de uma festa. Todos na sua lista de convidados compareceram, mas ningu\u00e9m se engajou com voc\u00ea. Ningu\u00e9m riu, bebeu, dan\u00e7ou ou conversou. Quanto melhor teria sido o evento se apenas 5 das 55 pessoas comparecessem, mas todos se divertissem e falassem para seus amigos no dia seguinte sobre a \u00f3tima festa que foram na noite anterior?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Isto \u00e9 como deve ser o engajamento com o cliente. N\u00e3o se trata de quem est\u00e1 na sua lista ou quem aparece na porta. \u00c9 sobre quem ficou para se divertir e saiu com uma experi\u00eancia compartilh\u00e1vel.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Para muitos, n\u00e3o faz sentido apenas enviar emails para seus assinantes. H\u00e1 uma pessoa por tr\u00e1s de cada endere\u00e7o de email, fato importante que n\u00e3o pode ser esquecido. Email marketing n\u00e3o \u00e9 para os blasters do mundo que obt\u00e9m um r\u00e1pido retorno sobre o investimento, com baixas taxas de abertura e apenas poucas grandes vendas.&hellip;<\/p>\n","protected":false},"author":309,"featured_media":12949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11425","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 v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O engajamento com o cliente \u00e9 a nova moda do email - 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\/o-engajamento-com-o-cliente-e-nova-moda-email\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O engajamento com o cliente \u00e9 a nova moda do email - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Para muitos, n\u00e3o faz sentido apenas enviar emails para seus assinantes. 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