{"id":24407,"date":"2021-10-04T19:12:19","date_gmt":"2021-10-04T19:12:19","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/br\/?p=24407"},"modified":"2022-06-21T15:19:29","modified_gmt":"2022-06-21T15:19:29","slug":"email-transacional","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/email-transacional\/","title":{"rendered":"Email Transacional: Tudo que Voc\u00ea Precisa Saber"},"content":{"rendered":"\n<p>Para os profissionais de marketing, o email marketing \u00e9, sem d\u00favidas, um pilar importante. Mas o email transacional tamb\u00e9m pode ser considerado uma forma de email marketing que re\u00fane equipes de marketing, opera\u00e7\u00f5es, log\u00edstica e finan\u00e7as, com o objetivo de enviar informa\u00e7\u00f5es importantes aos clientes.<\/p>\n\n\n\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\/email-transacional\/#O_que_e_um_Email_Transacional\" >O que \u00e9 um Email Transacional?<\/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\/email-transacional\/#3_Exemplos_de_Email_Transacional\" >3 Exemplos de Email Transacional<\/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\/email-transacional\/#Melhores_Praticas_para_Emails_Transacionais\" >Melhores Pr\u00e1ticas para Emails Transacionais<\/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\/email-transacional\/#A_importancia_dos_Emails_Transacionais_pra_sua_empresa\" >A import\u00e2ncia dos Emails Transacionais pra sua empresa<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"O_que_e_um_Email_Transacional\"><\/span>O que \u00e9 um Email Transacional?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Um email transacional \u00e9 um dos <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/10-tipos-de-email-marketing\/\">tipos de email marketing<\/a>. Pode ser considerado um email transacional qualquer mensagem disparada que inicia, confirma, facilita ou conclui uma transa\u00e7\u00e3o relacionada ao produto ou servi\u00e7o de uma empresa.<\/p>\n\n\n\n<p>Veja alguns tipos de emails transacionais:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Recupera\u00e7\u00e3o de senha<\/li><li>Confirma\u00e7\u00e3o de compra<\/li><li>Status do pedido<\/li><li>Atualiza\u00e7\u00f5es sobre a entrega de um produto<\/li><li>Nota fiscal<\/li><\/ul>\n\n\n\n<p>Por serem emails de extrema relev\u00e2ncia, um usu\u00e1rio n\u00e3o precisa dar uma autoriza\u00e7\u00e3o <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/o-que-e-opt-in\/\">opt in<\/a> para receber um email transacional. Da mesma forma, eles n\u00e3o podem pedir para parar de receber esse tipo de email, desde que ainda sejam seus clientes ativos.<\/p>\n\n\n\n<p>Uma das caracter\u00edsticas mais marcantes de um email transacional \u00e9 que o destinat\u00e1rio geralmente est\u00e1 esperando para receb\u00ea-lo. Se voc\u00ea faz uma compra em um site, por exemplo, provavelmente gostar\u00e1 de receber atualiza\u00e7\u00f5es sobre seu pedido em sua caixa de entrada. \u00c9 por isso que emails transacionais t\u00eam uma <a href=\"https:\/\/influencermarketinghub.com\/email-open-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\">taxa de abertura de at\u00e9 85%<\/a>, muito maior que os <a href=\"https:\/\/www.benchmarkemail.com\/br\/email-marketing-benchmarks\/\">benchmarks de email marketing<\/a> de campanhas tradicionais.<\/p>\n\n\n\n<p>Se, por um lado, as campanhas de <a href=\"https:\/\/www.benchmarkemail.com\/br\/email-marketing\/\">email marketing<\/a> s\u00e3o enviadas quando algu\u00e9m se inscreve para fazer parte da sua lista, os emails transacionais ser\u00e3o acionados quando um cliente interagir com seu produto ou servi\u00e7o. Eles s\u00e3o elementos essenciais da jornada do comprador e muitas vezes cont\u00eam informa\u00e7\u00f5es importantes e confidenciais.<\/p>\n\n\n\n<p>Neste artigo, abordamos o que \u00e9 um email transacional, como cri\u00e1-lo e alguns exemplos de marcas que est\u00e3o enviando esse tipo de email da maneira correta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Exemplos_de_Email_Transacional\"><\/span>3 Exemplos de Email Transacional<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Agora j\u00e1 explicamos o que \u00e9 um email transacional e como garantir que sua estrat\u00e9gia para esse tipo de email marketing seja eficaz. Vamos te indicar agora quais s\u00e3o os 3 emails transacionais mais comuns e daremos exemplos de empresas que est\u00e3o enviando cada um deles da maneira correta.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Confirma\u00e7\u00e3o de compra<\/h3>\n\n\n\n<p>Um dos tipos mais \u00f3bvios de email transacional \u00e9 a confirma\u00e7\u00e3o do pedido e do faturamento, algo imprescind\u00edvel. Ele detalha os itens pedidos, os valores e as informa\u00e7\u00f5es fiscais.<\/p>\n\n\n\n<p>Este \u00e9 o primeiro email que um cliente espera ao adquirir um produto ou servi\u00e7o e, portanto, deve chegar em tempo h\u00e1bil, ser claro e conciso. O tempo de recebimento deste email pode diferenciar um cliente satisfeito de um descontente.<\/p>\n\n\n\n<p>Este tamb\u00e9m deve ser um tipo de email altamente personalizado, que cont\u00e9m desde o nome do cliente at\u00e9 os detalhes dos itens solicitados.<\/p>\n\n\n\n<p>Uma parte importante da confirma\u00e7\u00e3o de um pedido \u00e9 uma atualiza\u00e7\u00e3o na pr\u00f3xima etapa. O cliente pode rastrear o seu pacote imediatamente? Ele receber\u00e1 um email quando o pedido for enviado? Tente responder a essas perguntas mais comuns no email de confirma\u00e7\u00e3o de compra.<\/p>\n\n\n\n<p>Tamb\u00e9m \u00e9 importante incluir no email links como o de atendimento ao cliente, qual \u00e9 a pol\u00edtica de devolu\u00e7\u00e3o e troca e tamb\u00e9m seu endere\u00e7o.<\/p>\n\n\n\n<p>Embora n\u00e3o seja uma regra, \u00e9 interessante que este email tenha a identidade visual de sua marca. Veja este email da Casper, que \u00e9 um pouco divertido, mas n\u00e3o se distancia muito da mensagem principal.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"410\" height=\"1024\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image1-2-410x1024.png\" alt=\"exemplo de email transacional da casper\" class=\"wp-image-24408\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image1-2-410x1024.png 410w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image1-2-120x300.png 120w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image1-2.png 653w\" sizes=\"auto, (max-width: 410px) 100vw, 410px\" \/><figcaption><strong>Legenda:<\/strong> <em>\u201cPr\u00f3xima parada: Terra dos Sonhos!<br>Boas not\u00edcias, Mike! Seu pacote da Casper est\u00e1 sendo preparado. \u201d<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2. Atualiza\u00e7\u00f5es de envio do produto<\/h3>\n\n\n\n<p>Manter seus clientes informados de que seus itens foram enviados \u00e9 outro tipo de mensagem transacional e que \u00e9 uma parte importante do processo de compra. Este email permite que o seu cliente saiba quando deve esperar o recebimento de seu pedido.<\/p>\n\n\n\n<p>Um email transacional de pedido enviado tamb\u00e9m \u00e9 um tipo de garantia. Manter os meios de comunica\u00e7\u00e3o abertos durante e ap\u00f3s a entrega do produto mostra que voc\u00ea est\u00e1 comprometido com um bom atendimento.<\/p>\n\n\n\n<p>Este email de atualiza\u00e7\u00e3o de envio da <a href=\"https:\/\/www.fitbit.com\/global\/us\/home\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Fitbit<\/a>, que \u00e9 cheio de energia, tem o <em>fit<\/em> certo &#8211; literalmente! Tem um toque de personalidade e cria uma atmosfera de expectativa em torno da chegada do produto.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"544\" height=\"1024\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image2-3-544x1024.png\" alt=\"email transacional enviado pela fitbit\" class=\"wp-image-24409\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image2-3-544x1024.png 544w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image2-3-159x300.png 159w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image2-3.png 680w\" sizes=\"auto, (max-width: 544px) 100vw, 544px\" \/><figcaption><strong>Legenda:<\/strong> <em>\u201cSeu pedido da Fitbit foi despachado. Voc\u00ea est\u00e1 sorrindo? Est\u00e1, n\u00e9?\u201d<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">3. Altera\u00e7\u00e3o de senha<\/h3>\n\n\n\n<p>Como consumidores online, muitas vezes temos que redefinir nossas senhas, ou porque s\u00e3o muitas para lembrar ou simplesmente para tornar as contas mais seguras. O foco nesses emails \u00e9 a seguran\u00e7a e a tranquilidade, al\u00e9m de serem f\u00e1ceis de compreender e navegar.<\/p>\n\n\n\n<p>Quando se trata do tamanho desse tipo de email, o ideal \u00e9 mant\u00ea-los curtos &#8211; fuja da tenta\u00e7\u00e3o de incluir qualquer tipo de publicidade aqui, pois n\u00e3o \u00e9 a situa\u00e7\u00e3o adequada. N\u00e3o se esque\u00e7a de mencionar quaisquer limites de tempo ou per\u00edodos de validade para o bot\u00e3o de redefini\u00e7\u00e3o da senha e certifique-se de que a chamada para a\u00e7\u00e3o seja clara e direta. A maioria das pessoas procura apenas o bot\u00e3o ou link para realizar a altera\u00e7\u00e3o de senha e simplesmente n\u00e3o l\u00ea o restante do email.<\/p>\n\n\n\n<p>Veja abaixo um exemplo de email simples e objetivo para redefinir senhas da Jet, que \u00e9 seguido por um outro email com a confirma\u00e7\u00e3o da altera\u00e7\u00e3o:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"954\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image4.jpg\" alt=\"email de altera\u00e7\u00e3o de senha da jet\" class=\"wp-image-24410\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image4.jpg 600w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/image4-189x300.jpg 189w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption><strong>Legenda do t\u00edtulo:<\/strong> <em>\u201cAltere a sua senha de acesso Jet\u201d<br><\/em><strong>Bot\u00e3o de chamada para a\u00e7\u00e3o: <\/strong><em>Resetar minha senha<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\"><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Melhores_Praticas_para_Emails_Transacionais\"><\/span>Melhores Pr\u00e1ticas para Emails Transacionais<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Um email transacional \u00e9 uma parte importante do seu relacionamento com o cliente. Veja abaixo algumas pr\u00e1ticas recomendadas para garantir que seus emails transacionais sejam bem-sucedidos.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Mobile<\/strong><\/h3>\n\n\n\n<p> Otimize os layouts para serem compat\u00edveis com dispositivos m\u00f3veis, especialmente emails que cont\u00eam n\u00fameros e informa\u00e7\u00f5es importantes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Seguran\u00e7a<\/strong> <\/h3>\n\n\n\n<p>Informa\u00e7\u00f5es pessoais sens\u00edveis, como nomes, endere\u00e7os e detalhes de pagamento, fazem parte dos emails transacionais. Portanto, cuidados extras para garantir a seguran\u00e7a s\u00e3o cruciais e n\u00e3o negoci\u00e1veis.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Acessibilidade<\/strong><\/h3>\n\n\n\n<p> Sempre tenha uma op\u00e7\u00e3o de formato de texto simples para que seu email transacional possa ser visualizado, impresso e acessado facilmente. Esta op\u00e7\u00e3o tamb\u00e9m facilita a leitura feita por softwares de acessibilidade.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Endere\u00e7o de Email<\/strong><\/h3>\n\n\n\n<p> N\u00e3o utilize o mesmo endere\u00e7o de email como remetente para suas campanhas de email marketing regulares e para seus emails transacionais. Voc\u00ea pode incluir uma op\u00e7\u00e3o de resposta e fazer com que as respostas sejam encaminhadas para o servi\u00e7o de atendimento ao cliente.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Prioridade<\/strong><\/h3>\n\n\n\n<p>Embora os emails transacionais possam ter sua identidade de marca, lembre-se de que seu principal objetivo \u00e9 informar. Mantenha a mensagem principal direta e de f\u00e1cil leitura.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_importancia_dos_Emails_Transacionais_pra_sua_empresa\"><\/span>A import\u00e2ncia dos Emails Transacionais pra sua empresa<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>N\u00e3o h\u00e1 d\u00favidas de que os emails transacionais s\u00e3o extremamente necess\u00e1rios. Mas isso n\u00e3o significa que&nbsp; seu email transacional deva ser tedioso, desatualizado ou vazio.<\/p>\n\n\n\n<p>Al\u00e9m de transmitir informa\u00e7\u00f5es que s\u00e3o indispens\u00e1veis na comunica\u00e7\u00e3o entre a marca e seus consumidores, quando um email transacional \u00e9 bem feito, gera confian\u00e7a e fortalece o relacionamento com o cliente. Embora a mensagem deva ser transacional, isso n\u00e3o significa que deva ser desprovida de qualquer personalidade. Como os exemplos demonstrados aqui neste artigo, ser s\u00e9rio n\u00e3o significa que voc\u00ea n\u00e3o pode trabalhar a criatividade.<\/p>\n\n\n\n<p>Utilize este recurso para promover uma experi\u00eancia de usu\u00e1rio mais personalizada, cuidadosa e, acima de tudo, clara. Esta pode ser a sua oportunidade de n\u00e3o apenas <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/passos-para-criar-um-email-marketing-que-vende\/\" target=\"_blank\" rel=\"noreferrer noopener\">realizar uma venda<\/a>, mas sim transformar seus compradores em clientes fi\u00e9is \u00e0 sua marca.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Para os profissionais de marketing, o email marketing \u00e9, sem d\u00favidas, um pilar importante. Mas o email transacional tamb\u00e9m pode ser considerado uma forma de email marketing que re\u00fane equipes de marketing, opera\u00e7\u00f5es, log\u00edstica e finan\u00e7as, com o objetivo de enviar informa\u00e7\u00f5es importantes aos clientes. O que \u00e9 um Email Transacional? Um email transacional \u00e9&hellip;<\/p>\n","protected":false},"author":44,"featured_media":24422,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-24407","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 v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Transacional: Tudo que Voc\u00ea Precisa Saber<\/title>\n<meta name=\"description\" content=\"Aprenda o que \u00e9 um email transacional, como aplic\u00e1-lo em seu neg\u00f3cio e entenda a import\u00e2ncia de uma boa estrat\u00e9gia transacional.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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