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3 bases para uma estratégia de email marketing eficaz

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3 bases para uma estratégia de email marketing eficaz

Descubra os 3 principais pontos que podem garantir o sucesso da estratégia de email marketing da sua empresa.

Caros, já falamos aqui sobre campanhas de email marketing, listas, entre outros assuntos importantes relacionados ao tema. Agora vamos falar de uma peça importante: a estratégia.

Se compararmos o e-mail com os queridinhos da vez, Facebook e Twitter, pasmem, o e-mail ganha. Segundo a Responsys, uma das líderes deste mercado, são enviados diariamente 100 vezes mais e-mails do que posts no Facebook e Tweets juntos.

Fica claro que o email marketing é uma ferramenta fundamental no relacionamento digital de qualquer empresa. Por outro lado, como consumidores, somos bombardeados diariamente com centenas de e-mails indesejados, nos levando a pensar que não queremos fazer o mesmo com os nossos clientes.

A solução para este problema está em desenvolvermos uma estratégia para, de maneira eficiente e eficaz, chegarmos até o público alvo sem causar nenhum – ou quase nenhum – desconforto.

Quando pensamos em estratégia de marketing a grande lição que aprendi foi olhar sempre por três ângulos diferentes: a Prospecção, a Manutenção do Ciclo e o Relacionamento. Vamos colocar isso em prática no e-mail marketing.

Para Prospecção, precisamos pensar em como trazer novas pessoas para nossa lista de e-mails. Não qualquer pessoa, mas sim, aquela interessada em nosso produto. Parece complicado, mas não é. Vamos pensar: onde os nossos clientes estão? Visitando nosso site, fazendo buscas na internet, participando de eventos, entre outros lugares. Se colocarmos as “iscas” certas, como brindes, conteúdos, cursos ou descontos, em troca de alguns dados: bingo! Assim sua lista será cultivada. Exato, o verbo aqui é Cultivar. Você planta a semente para colher aos poucos, e sempre.

Quando falamos em Manutenção do Ciclo, o objetivo é manter o seu prospect acolhido e quente, para lhe entregar o conteúdo que veio buscar. A palavra chave aqui é Segmentação. Você deve estar pensando que dá trabalho. Sim! Mas nutre o seu público. Faz com que ele se lembre de você, se relacione e compre.

E por falar em Relacionamento, aqui está o terceiro pilar. Hoje, conteúdo é o que não falta na internet e esta é a sua oportunidade de diferenciação. Aqui você pode mostrar relevância e ser uma referência para o seu cliente. A palavra de ouro é Engajamento. Seu cliente tem que ser seu fã, curtir você no mundo real e não só no virtual. Para isso, é fundamental que você o conheça.

Se considerarmos estes pontos como base, os demais temas, muito falados em email marketing – ferramenta, design, frequência, entre outros – serão apenas instrumentos para que a sua estratégia seja um sucesso!

Leonardo Kelmann é gerente de negócios do Grupo Comunique-se.

Leonardo Kelmann tem 15 anos de experiência em tecnologia, sendo 10 deles ligados à área de e-mail. Tornou-se sócio-fundador de três empresas do setor, além de ter atuado em empresas como Mandic, Boldcron, hoje pertencente ao Grupo UOL, e Akna Software. Atualmente, é responsável pela unidade de negócios de outsourcing da Insight Media, com foco em gerenciar, operar e rentabilizar a base de contatos dos clientes e otimizar o seu relacionamento digital através do desenho de estratégias particulares para cada necessidade.

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