{"id":11671,"date":"2015-08-12T21:14:35","date_gmt":"2015-08-13T04:14:35","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=16835"},"modified":"2020-02-23T19:57:40","modified_gmt":"2020-02-23T19:57:40","slug":"palavras-que-garantem-o-fracasso-da-sua-campanha-de-email-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/palavras-que-garantem-o-fracasso-da-sua-campanha-de-email-marketing\/","title":{"rendered":"Palavras que garantem o fracasso da sua campanha de email marketing"},"content":{"rendered":"<p>Ao lado do bom, existe o mau. Quando se trata de linhas de assunto, \u00e9 mais f\u00e1cil falhar pelo uso de palavras ruins do que ganhar por pensar como o seu consumidor. Tire um momento para entender que o uso de palavras b\u00e1sicas e sem criatividade far\u00e1 com que sua campanha de e-mail siga o caminho dos conte\u00fados gen\u00e9ricos. Aqui est\u00e1 o que voc\u00ea focar:<\/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\/palavras-que-garantem-o-fracasso-da-sua-campanha-de-email-marketing\/#Vendas_escancaradas\" >Vendas escancaradas<\/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\/palavras-que-garantem-o-fracasso-da-sua-campanha-de-email-marketing\/#Bom_Otimo_Excelente_Maravilhoso\" >Bom, \u00d3timo, Excelente, Maravilhoso<\/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\/palavras-que-garantem-o-fracasso-da-sua-campanha-de-email-marketing\/#Segunda-feira_e_sexta-feira_sao_o_buraco_negro_das_vendas\" >Segunda-feira e sexta-feira s\u00e3o o buraco negro das vendas<\/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\/palavras-que-garantem-o-fracasso-da-sua-campanha-de-email-marketing\/#Falsa_personalizacao\" >Falsa personaliza\u00e7\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subtopic\"><span class=\"ez-toc-section\" id=\"Vendas_escancaradas\"><\/span><strong>Vendas escancaradas<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div>\n<p>H\u00e1 uma bela diferen\u00e7a entre lembrar um cliente que uma venda est\u00e1 acontecendo e escancarar &#8220;VENDAS AGORA!&#8221; O primeiro tende a oferecer alguma descri\u00e7\u00e3o, como o que est\u00e1 sendo oferecido, quando e a que pre\u00e7o. O outro se baseia em uma expectativa de que s\u00f3 porque h\u00e1 uma venda, as pessoas devem vir correndo realizar a compra. Isso pode ser eficiente em uma cidade pequena de meio s\u00e9culo atr\u00e1s, mas hoje em dia n\u00e3o funciona mais.<\/p>\n<\/div>\n<h2 class=\"subtopic\"><span class=\"ez-toc-section\" id=\"Bom_Otimo_Excelente_Maravilhoso\"><\/span><strong>Bom, \u00d3timo, Excelente, Maravilhoso<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div>\n<p>Estas palavras s\u00e3o chatas e est\u00e3o completamente passadas. Se n\u00f3s queremos usar uma linguagem t\u00e9cnica, s\u00e3o palavras express\u00e3o mais uma opini\u00e3o do que um fato. Pare de us\u00e1-las&#8230; agora&#8230; por favor! Nada que voc\u00ea est\u00e1 oferecendo \u00e9 bom, \u00f3timo, excelente ou maravilhoso a menos que voc\u00ea tamb\u00e9m possa demonstrar a sua audi\u00eancia os motivos.<\/p>\n<\/div>\n<h2 class=\"subtopic\"><span class=\"ez-toc-section\" id=\"Segunda-feira_e_sexta-feira_sao_o_buraco_negro_das_vendas\"><\/span><strong>Segunda-feira e sexta-feira s\u00e3o o buraco negro das vendas<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div>\n<p>Al\u00e9m do popular &#8220;Cyber Monday&#8221; e do &#8220;Black Friday&#8221;, emails que tratam sobre estes dois dias tendem a n\u00e3o ser muito bons. Nas segundas-feiras as pessoas est\u00e3o se organizando para a semana e se recuperando do fim de semana (que \u00e9 o motivo pelo qual press releases tamb\u00e9m n\u00e3o acorrem em segundas). Da mesma forma, em uma sexta-feira todo mundo est\u00e1 mentalmente focado no fim de semana. Guarde seus esfor\u00e7os de campanha para ter\u00e7a-feira, quarta-feira ou mesmo quinta-feira.<\/p>\n<\/div>\n<h2 class=\"subtopic\"><span class=\"ez-toc-section\" id=\"Falsa_personalizacao\"><\/span><strong>Falsa personaliza\u00e7\u00e3o<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div>\n<p>Eu comecei a receber e-mails de grupos que eu assinava porque eu senti que poderia ter algo valioso para mim. Ent\u00e3o eu observei essas linhas de assunto bizarras que pareciam que estavam conversando comigo. Mas o ponto \u00e9: eles nem sequer me conhecem e est\u00e3o super animados em conversar comigo sobre algo que apenas os beneficia. N\u00e3o fa\u00e7a isso. \u00c9 irritante e n\u00e3o h\u00e1 UM caso em que eu me engajei em uma campanha deste tipo.<\/p>\n<p>Conhecer algu\u00e9m \u00e9 um processo. N\u00e3o seja vulgar s\u00f3 para obter mais uma &#8220;vit\u00f3ria r\u00e1pida&#8221; para sua campanha de email marketing. \u00c9 rude.<\/p>\n<\/div>\n<div class=\"subtopic\">N\u00e3o pe\u00e7a dinheiro. Apele ao auto-interesse<\/div>\n<div>\n<p>Campanhas de email que pedem dinheiro s\u00e3o especialmente chatas. Quando voc\u00ea usa palavras como doa\u00e7\u00e3o, ajuda ou assist\u00eancia voc\u00ea est\u00e1 fazendo com que seu leitor feche a mensagem imediatamente, isso porque ele sabe que voc\u00ea est\u00e1 pedindo \u201cesmolas\u201d para obter ajuda. As pessoas pensam: &#8220;Ai, mais uma pessoa me pedindo alguma coisa.&#8221;<\/p>\n<p>Voc\u00ea est\u00e1 usando uma plataforma digital para pedir remotamente algo t\u00e3o pessoal como o dinheiro. N\u00e3o \u00e9 um ambiente \u00edntimo, mas voc\u00ea pode virar a situa\u00e7\u00e3o a seu favor tratando a situa\u00e7\u00e3o como a primeira oportunidade para realizar a doa\u00e7\u00e3o. E isso se converte em um valor derivado de se investir ou apoiar uma causa. Voc\u00ea vai precisar falar sobre quem ou o que voc\u00ea \u00e9, e o que os doadores ir\u00e3o ganhar ao apoiar: Para responder essa pergunta, pense em como voc\u00ea pode fazer doa\u00e7\u00f5es parecerem legais.<\/p>\n<p>Palavras que fracassam podem ser agrupadas em uma categoria: palavras que exigem a aten\u00e7\u00e3o de seu p\u00fablico-alvo sem oferecer nada em troca. Na verdade, na maioria dos casos as palavras s\u00e3o orientadas para vendas e n\u00e3o para os clientes. Voc\u00ea est\u00e1 empurrando o que voc\u00ea quer para o seu cliente em vez de pensar que tipo de conte\u00fado ele quer ler.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Ao lado do bom, existe o mau. Quando se trata de linhas de assunto, \u00e9 mais f\u00e1cil falhar pelo uso de palavras ruins do que ganhar por pensar como o seu consumidor. Tire um momento para entender que o uso de palavras b\u00e1sicas e sem criatividade far\u00e1 com que sua campanha de e-mail siga o&hellip;<\/p>\n","protected":false},"author":309,"featured_media":13035,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11671","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Palavras que garantem o fracasso da sua campanha de 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\/palavras-que-garantem-o-fracasso-da-sua-campanha-de-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Palavras que garantem o fracasso da sua campanha de email marketing - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Ao lado do bom, existe o mau. Quando se trata de linhas de assunto, \u00e9 mais f\u00e1cil falhar pelo uso de palavras ruins do que ganhar por pensar como o seu consumidor. 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