{"id":587,"date":"2017-04-12T07:42:36","date_gmt":"2017-04-12T10:42:36","guid":{"rendered":"http:\/\/rabisconaweb.com.br\/blog\/?p=587"},"modified":"2017-04-12T07:42:36","modified_gmt":"2017-04-12T10:42:36","slug":"checklist-de-email-marketing-o-que-conferir-antes-de-disparar","status":"publish","type":"post","link":"https:\/\/rabisconaweb.com.br\/blog\/2017\/04\/12\/checklist-de-email-marketing-o-que-conferir-antes-de-disparar\/","title":{"rendered":"Checklist de Email Marketing: o que conferir antes de disparar"},"content":{"rendered":"<header>\n<h4>Nesse checklist, confira o que voc\u00ea precisa verificar antes de disparar Email Marketing e extrair o m\u00e1ximo de sua campanha e evitar erros.<\/h4>\n<\/header>\n<div class=\"row\">\n<p>De forma resumida, a nutri\u00e7\u00e3o de Leads consiste em enviar, de forma automatizada, uma s\u00e9rie de emails com conte\u00fados relacionados ao tema pelo qual o usu\u00e1rio demonstrou interesse.<\/p>\n<p>\u00c0 medida que os emails v\u00e3o sendo disparados e o Lead vai consumindo os conte\u00fados, novos emails s\u00e3o enviados, sempre conduzindo o usu\u00e1rio pela jornada de compra at\u00e9 lev\u00e1-lo ao Fundo do Funil. Se ele chegar at\u00e9 essa etapa, \u00e9 sinal de que provavelmente est\u00e1 maduro o suficiente para comprar e, se realmente for qualificado, \u00e9 o momento ideal para o vendedor abord\u00e1-lo.<\/p>\n<p>S\u00e3o esses emails que ajudar\u00e3o a informar o Lead e a conscientiz\u00e1-lo da import\u00e2ncia da sua solu\u00e7\u00e3o, aumentando as chances de ele comprar com voc\u00ea. Para se ter uma ideia, uma pesquisa da Forrester Research sugere que investir em campanhas de nutri\u00e7\u00e3o pode aumentar em 50% o volume de vendas de uma empresa a partir de contatos online \u2013 e a um custo 33% menor.<\/p>\n<p>Sendo assim, fica f\u00e1cil perceber a import\u00e2ncia dos emails de nutri\u00e7\u00e3o de Leads. E, por tudo isso, \u00e9 essencial cri\u00e1-los e envi\u00e1-los com muito cuidado a fim de evitar erros que podem impactar negativamente na sua estrat\u00e9gia de Inbound Marketing. A seguir, veja um checklist de quais etapas voc\u00ea deve seguir para fazer uma campanha eficiente de nutri\u00e7\u00e3o de Leads.<\/p>\n<div class=\"offer-cta\">\n<h4>Quer uma vers\u00e3o pr\u00e1tica desse checklist?<\/h4>\n<\/div>\n<blockquote>\n<h2>1. Planejamento<\/h2>\n<\/blockquote>\n<p>O planejamento de um fluxo de emails de nutri\u00e7\u00e3o costuma ser um pouco mais complexo do que de emails promocionais e newsletters. Isso acontece pelo fato de que um fluxo conta com uma quantidade maior de emails.<\/p>\n<p>A primeira coisa a fazer \u00e9 dar um nome para um fluxo. Depois, defina para qual(is) persona(s) ele se destina, em que est\u00e1gio da jornada de compra est\u00e3o as pessoas do fluxo e qual \u00e9 o objetivo dele. De prefer\u00eancia, essas informa\u00e7\u00f5es devem estar indicadas no nome que voc\u00ea escolheu.<\/p>\n<p>Nesta etapa, tamb\u00e9m \u00e9 importante definir qual \u00e9 o gatilho que vai dar in\u00edcio ao fluxo, ou seja, se ele ser\u00e1 ativado pelo download de um eBook, pelo acesso \u00e0 p\u00e1gina de pre\u00e7os etc.<\/p>\n<p>Outro aspecto que tem que ser definido no planejamento \u00e9 a quantidade de emails que estar\u00e1 no fluxo e qual ser\u00e1 o intervalo entre eles. Isso \u00e9 importante para que os emails n\u00e3o sejam enviados com muita frequ\u00eancia, sobrecarregando o Lead, nem em pouca quantidade, desengajando-o.<\/p>\n<p>Por fim, determine qual \u00e9 a finalidade do fluxo. Pode ser, por exemplo, fazer o Lead avan\u00e7ar na jornada de compra, recuperar uma oportunidade perdida em vendas etc.<\/p>\n<blockquote>\n<h2>2. Conte\u00fado<\/h2>\n<\/blockquote>\n<p>\u00c9 agora que voc\u00ea vai produzir o conte\u00fado dos emails. Mas, antes, crie um outline, ou seja, a estrutura do texto. Uma sugest\u00e3o \u00e9 colocar em um documento todos os t\u00f3picos e conte\u00fados que ser\u00e3o abordados em cada email.<\/p>\n<p>Depois, voc\u00ea pode desenvolver os textos de cada email. Terminando os textos, pense em diversos assuntos de email e escolha aqueles que sejam mais atrativos para suas personas. Por fim, revise os textos para evitar erros gramaticais.<\/p>\n<blockquote>\n<h2>3. Layout do Email<\/h2>\n<\/blockquote>\n<p>Nesta etapa voc\u00ea vai pensar na \u201ccara\u201d dos emails. Como estamos falando de emails de nutri\u00e7\u00e3o, \u00e9 muito comum que eles sejam apenas texto. Mas, dependendo do seu mercado, emails com imagem podem ser a melhor op\u00e7\u00e3o.<\/p>\n<p>Se voc\u00ea optar por emails com um layout mais complexo, contrate um profissional ou um freela para desenvolver o layout em HTML.<\/p>\n<p>Mas voc\u00ea tamb\u00e9m pode utilizar ferramentas que permitam criar layouts com facilidade, dispensando a necessidade de um profissional apenas para isso.<\/p>\n<p>Quando o layout estiver pronto, \u00e9 hora de revisar o conjunto. Fa\u00e7a um disparo teste e verifique se 1) o assunto de email est\u00e1 aparecendo completamente na caixa de entrada (ele n\u00e3o deve ter mais do que 50 caracteres), 2) as imagens est\u00e3o com texto alternativo e n\u00e3o est\u00e3o quebradas, 3) os links para os conte\u00fados est\u00e3o funcionando e 4) se h\u00e1 erros de portugu\u00eas. Corrija tudo e parta para o pr\u00f3ximo passo.<\/p>\n<blockquote>\n<h2>4. Montagem e ativa\u00e7\u00e3o do fluxo<\/h2>\n<\/blockquote>\n<p>Este talvez seja o passo que requer mais aten\u00e7\u00e3o, pois um erro no envio dos emails pode prejudicar todo fluxo.<\/p>\n<p>Por isso, comece criando a segmenta\u00e7\u00e3o que contemple a persona e o gatilho selecionados no planejamento. Depois, crie o fluxo. Conside o intervalo entre os emails que foi determinado no planejamento e outras configura\u00e7\u00f5es que sua ferramenta pedir. Por fim, ative o fluxo de nutri\u00e7\u00e3o.<\/p>\n<blockquote>\n<h2>5. An\u00e1lise<\/h2>\n<\/blockquote>\n<p>O trabalho n\u00e3o acaba por a\u00ed. Agora \u00e9 hora de analisar os resultados do fluxo de nutri\u00e7\u00e3o. Veja algumas m\u00e9tricas importantes:<\/p>\n<ul>\n<li>Taxa de abertura (n\u00famero de pessoas que abriram a mensagem): aumentou ou reduziu comparada \u00e0 \u00faltima campanha? O que fazer na pr\u00f3xima?<\/li>\n<li>Taxa de cliques (n\u00famero de cliques em algum link da newsletter): aumentou ou reduziu comparada \u00e0 \u00faltima campanha? O que fazer na pr\u00f3xima?<\/li>\n<li>Taxa de convers\u00e3o (fizeram alguma convers\u00e3o a partir da newsletter): quantas pessoas atingiram o objetivo definido no planejamento?<\/li>\n<\/ul>\n<hr \/>\n<p>Autor: Resultdo Digitais<br \/>\nOriginal: http:\/\/resultadosdigitais.com.br\/blog\/checklist-emails-de-nutricao\/<\/p>\n<\/div>\n\n\n\n\t\t<style>\n\n\t\t\t.huge-it-share-buttons {\n\n\t\t\t\tborder:0px solid #0FB5D6;\n\n\t\t\t\tborder-radius:5px;\n\n\t\t\t\tbackground:#3BD8FF;\n\n\t\t\t text-align:left; \n\t\t\t\n\t\t\t\n\t\t\t}\n\n\n\n\t\t\t#huge-it-share-buttons-top {margin-bottom:0px;}\n\n\t\t\t#huge-it-share-buttons-bottom {margin-top:0px;}\n\n\n\n\t\t\t.huge-it-share-buttons h3 {\n\n\t\t\t\tfont-size:25px ;\n\n\t\t\t\tfont-family:Arial,Helvetica Neue,Helvetica,sans-serif;\n\n\t\t\t\tcolor:#666666;\n\n\n\n\t\t\tdisplay:block;\n\t\t\t\tline-height:25px ;\n\n\n\n\t\t\t text-align:left; \n\t\t\t\n\t\t\t\n\t\t\t}\n\n\n\n\t\t\t.huge-it-share-buttons ul {\n\n\t\t\t float:left; \n\t\t\t\n\t\t\t\n\t\t\t}\n\n\n\n\t\t\t.huge-it-share-buttons ul li {\n\n\t\t\t\tmargin-left:3px;\n\n\t\t\t\tmargin-right:3px;\n\n\t\t\t\tpadding:0px;\n\n\t\t\t\tborder:0px ridge #E6354C;\n\n\t\t\t\tborder-radius:11px;\n\n\t\t\t\tbackground-color:#14CC9B;\n\n\t\t\t}\n\n\n\n\t\t\t.huge-it-share-buttons ul li #backforunical587 {\n\n\t\t\t\tborder-bottom: 0;\n\n\t\t\t\tbackground-image:url('https:\/\/rabisconaweb.com.br\/blog\/wp-content\/plugins\/wp-share-buttons\/Front_end\/..\/images\/buttons.30.png');\n\n\t\t\t\twidth:30px;\n\n\t\t\t\theight:30px;\n\n\t\t\t}\n\n\n\n\t\t\t.front-shares-count {\n\n\t\t\t\tposition: absolute;\n\n\t\t\t\ttext-align: center;\n\n\t\t\t\tdisplay: block;\n\n\t\t\t}\n\n\n\n\t\t\t.shares_size20 .front-shares-count {\n\n\t\t\t\tfont-size: 10px;\n\n\t\t\t\ttop: 10px;\n\n\t\t\t\twidth: 20px;\n\n\t\t\t}\n\n\n\n\t\t\t.shares_size30 .front-shares-count {\n\n\t\t\t\tfont-size: 11px;\n\n\t\t\t\ttop: 15px;\n\n\t\t\t\twidth: 30px;\n\n\t\t\t}\n\n\n\n\t\t\t.shares_size40 .front-shares-count {\n\n\t\t\t\tfont-size: 12px;\n\n\t\t\t\ttop: 21px;\n\n\t\t\t\twidth: 40px;\n\n\t\t\t}\n\n\t\t<\/style>\n\n\t\t\n\n\n\t\t<div id=\"huge-it-share-buttons-top\" class=\"huge-it-share-buttons nobackground\">\n\n\t\t\t<h3>Compartilhe:<\/h3>\n\n\t\t\t<ul class=\"huge-it-share-buttons-list \">\n\n\t\t\t\t\n\t\t\t\t\t<li class=\"nobackground \" >\n\n\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<a id=\"backforunical587\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587\"  onclick=\"javascript:void window.open('https:\/\/www.facebook.com\/sharer\/sharer.php?u=rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587','1410949501326','width=700,height=500,toolbar=0,menubar=0,location=0,status=1,scrollbars=1,resizable=1,left=0,top=0');return false;\" style=\"background-position: -0px -120px \"><\/a>\n\n\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\n\t\t\t\t\t<li class=\"nobackground \" >\n\n\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<a id=\"backforunical587\" href=\"https:\/\/twitter.com\/share?status=rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587&text=Checklist de Email Marketing: o que conferir antes de disparar\"  onclick=\"javascript:void window.open('https:\/\/twitter.com\/share?status=rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587&text=Checklist de Email Marketing: o que conferir antes de disparar','1410949501326','width=700,height=500,toolbar=0,menubar=0,location=0,status=1,scrollbars=1,resizable=1,left=0,top=0');return false;\" style=\"background-position: -30px -120px \"><\/a>\n\n\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\n\t\t\t\t\t<li class=\"nobackground \" >\n\n\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<a id=\"backforunical587\" href=\"http:\/\/www.pinterest.com\/pin\/create\/button\/?url=rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587&media=https:\/\/rabisconaweb.com.br\/blog\/wp-content\/uploads\/2017\/02\/img-34.jpg&description=Checklist de Email Marketing: o que conferir antes de disparar\"  onclick=\"javascript:void 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-90px -120px \"><\/a>\n\n\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\n\t\t\t\t\t<li class=\"nobackground \" >\n\n\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<a id=\"backforunical587\" href=\"https:\/\/www.linkedin.com\/shareArticle?title=Checklist de Email Marketing: o que conferir antes de disparar&mini=true&url=https:\/\/rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587\"  onclick=\"javascript:void window.open('https:\/\/www.linkedin.com\/shareArticle?title=Checklist de Email Marketing: o que conferir antes de disparar&mini=true&url=https:\/\/rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587','1410949501326','width=700,height=500,toolbar=0,menubar=0,location=0,status=1,scrollbars=1,resizable=1,left=0,top=0');return false;\" style=\"background-position: -120px -120px \"><\/a>\n\n\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\n\t\t\t\t\t<li class=\"none nobackground \" >\n\n\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<a id=\"backforunical587\" 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disparar','1410949501326','width=700,height=500,toolbar=0,menubar=0,location=0,status=1,scrollbars=1,resizable=1,left=0,top=0');return false;\" style=\"background-position: -300px -120px \"><\/a>\n\n\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\n\t\t\t\t\t<li class=\"none nobackground \" >\n\n\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<a id=\"backforunical587\" href=\"http:\/\/www.bebo.com\/c\/share?Url=rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587\"  onclick=\"javascript:void window.open('http:\/\/www.bebo.com\/c\/share?Url=rabisconaweb.com.br\/blog\/wp-json\/wp\/v2\/posts\/587','1410949501326','width=700,height=500,toolbar=0,menubar=0,location=0,status=1,scrollbars=1,resizable=1,left=0,top=0');return false;\" style=\"background-position: -330px -120px \"><\/a>\n\n\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\n\t\t\t\t\t<li class=\"none nobackground \" >\n\n\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<a id=\"backforunical587\" 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