{"id":11431,"date":"2017-02-08T08:05:10","date_gmt":"2017-02-08T16:05:10","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=5075"},"modified":"2020-02-23T19:55:48","modified_gmt":"2020-02-23T19:55:48","slug":"automatizando-sua-campanha-para-atracao-de-leads","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/automatizando-sua-campanha-para-atracao-de-leads\/","title":{"rendered":"Automatizando sua campanha para atra\u00e7\u00e3o de leads"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Uma loja f\u00edsica n\u00e3o obt\u00e9m \u00eaxito se as pessoas somente olham a sua vitrine. O sucesso come\u00e7a ser medido caso algu\u00e9m entre na loja, realize ou n\u00e3o uma compra e se a pessoa retorna, tornando-se um cliente leal ao longo do tempo. Esta \u00e9 a mesma mentalidade que voc\u00ea deve ter ao considerar o seu marketing online.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">N\u00e3o basta apenas ter um site e uma presen\u00e7a social. \u00c9 \u00f3timo se algu\u00e9m se engajar com voc\u00ea atrav\u00e9s deles, mas a menos que eles entrem na sua \u201cloja\u201d, esse n\u00edvel de engajamento \u00e9 equivalente a olhar a vitrine; n\u00e3o gera muito resultado. O equivalente a entrar na sua loja \u00e9 se <\/span><span style=\"font-weight: 400;\">inscrever na sua lista de emails<\/span><span style=\"font-weight: 400;\">. Isso \u00e9 o que realmente importa, fa\u00e7a-os entrar em seu mundo, se expondo mais ainda ao seu produto, aumentando as transa\u00e7\u00f5es em 66% e promovendo fidelidade \u00e0 marca.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Isso \u00e9 o que \u00e9 chamado de <\/span><span style=\"font-weight: 400;\">campanha de onboarding<\/span><span style=\"font-weight: 400;\">: o processo de convers\u00e3o de visitantes do site em assinantes. Da mesma maneira que n\u00e3o gostaria se algu\u00e9m ficasse do lado de fora da sua loja incitando as pessoas a entrarem \u2013 a sua vitrine deve fazer isso \u2013 voc\u00ea deve ter algum tipo de <\/span><span style=\"font-weight: 400;\">automa\u00e7\u00e3o de email <\/span><span style=\"font-weight: 400;\">para integrar os assinantes. A maneira mais simples de fazer isso \u00e9 com pop-ups em seu site. Esses pop-ups podem aparecer assim que algu\u00e9m visita o site ou podem aparecer em diversos pontos da navega\u00e7\u00e3o. A id\u00e9ia \u00e9 que eles s\u00e3o automatizados, fazendo o trabalho duro para voc\u00ea na coleta de assinantes e lembrando os visitantes de que h\u00e1 outros caminhos para as vendas, dicas e itens exclusivos.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Um bom exemplo de uma empresa que faz onboarding em uma ind\u00fastria \u00fanica, que mescla produto com servi\u00e7o, \u00e9 a Evernote. A Evernote sabe que para se ter onboarding \u00e9 preciso criar engajamento com as pessoas rapidamente. Na semana passada, por exemplo, falamos sobre algumas das grandes campanhas iniciais de email onboarding que pode enviar. A sua abordagem neste email inicial pode variar. Sabemos, por exemplo, que 70% dos assinantes abrem emails em busca de<\/span><span style=\"font-weight: 400;\"> ofertas e descontos.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">A Evernote sabe que o mais importante para seus clientes \u00e9 a efici\u00eancia e estruturas organizacionais. Para explorar esse interesse, a empresa criou uma campanha de onboarding que envia emails automatizados a cada 2 ou 3 dias. As campanhas s\u00e3o numeradas sequencialmente, sendo que os usu\u00e1rios que receberem o email de n\u00famero 3 v\u00e3o notar que provavelmente perderam os emails de n\u00fameros 1 e 2, o que aumenta as taxas de abertura. O prop\u00f3sito da automa\u00e7\u00e3o de onboarding da Evernote \u00e9 fazer com que os usu\u00e1rios usem seu produto.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">A Evernote n\u00e3o se satisfaz com os usu\u00e1rios que apenas compram o produto. Suas campanhas est\u00e3o focadas nos usu\u00e1rios que est\u00e3o engajados com a empresa e confiam no produto. Afinal, sua assinatura ser\u00e1 renovada se n\u00e3o for parte integrante do estilo de vida do indiv\u00edduo? Provavelmente n\u00e3o. A Evernote sabe disso, por isso fazem uma campanha agressiva de onboarding buscando o engajamento.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h2>Fazer com que seus leitores sejam parte do seu ciclo de automa\u00e7\u00e3o de Onboarding<\/h2>\n<p><span style=\"font-weight: 400;\">Podemos \u2013 e devemos \u2013 sempre procurar uma maneira de empurrar a trave do gol mais adiante. Agora que entendemos como funciona a automatiza\u00e7\u00e3o de onboarding, a pr\u00f3xima coisa a se considerar \u00e9 como estender esse ciclo de vida \u00fatil.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">A \u00faltima coisa em que voc\u00ea deve pensar quando projetar seu email de onboarding \u00e9 em um \u00edcone de \u201ccompartilhar\u201d que seja claro e bem vis\u00edvel para que as pessoas compartilhem a campanha nas m\u00eddias sociais. Ese pequeno truque faz com que seus leitores sejam parte natural do processo de automa\u00e7\u00e3o de onboarding. Estudos mostram que 55% dos consumidores <\/span><span style=\"font-weight: 400;\">compartilham suas compras nas m\u00eddias sociais<\/span><span style=\"font-weight: 400;\"> \u2013 um comportamento especialmente evidente na Amazon. Adicionalmente, tamb\u00e9m sabemos que o marketing de boca-a-boca, que \u00e9 essencialmente um compartilhamento social, melhora o impacto do marketing em 54%.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">N\u00e3o h\u00e1 nenhuma raz\u00e3o pela qual suas campanhas de email n\u00e3o podem ser consideradas como um produto, mesmo n\u00e3o havendo transa\u00e7\u00f5es financeiras. Sendo assim, mesmo que tudo o que esteja fazendo \u00e9 compartilhando conte\u00fado, continua sendo parte de sua marca e algo que pode ser incentivado a ser compartilhado.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uma loja f\u00edsica n\u00e3o obt\u00e9m \u00eaxito se as pessoas somente olham a sua vitrine. O sucesso come\u00e7a ser medido caso algu\u00e9m entre na loja, realize ou n\u00e3o uma compra e se a pessoa retorna, tornando-se um cliente leal ao longo do tempo. Esta \u00e9 a mesma mentalidade que voc\u00ea deve ter ao considerar o seu&hellip;<\/p>\n","protected":false},"author":309,"featured_media":12952,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11431","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 v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Automatizando sua campanha para atra\u00e7\u00e3o de leads - 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\/automatizando-sua-campanha-para-atracao-de-leads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Automatizando sua campanha para atra\u00e7\u00e3o de leads - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Uma loja f\u00edsica n\u00e3o obt\u00e9m \u00eaxito se as pessoas somente olham a sua vitrine. O sucesso come\u00e7a ser medido caso algu\u00e9m entre na loja, realize ou n\u00e3o uma compra e se a pessoa retorna, tornando-se um cliente leal ao longo do tempo. 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An Orange County based writer, Shireen specializes in online marketing and public relations. She has written for over 75 publications and has launched nine successful new media campaigns to date. 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