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text-lg">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Mensagens em Aplicativos</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="server-05"><use href="/icons/sprites.svg#server-05"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Mensagens Web</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/audience-sync"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="sliders-02"><use href="/icons/sprites.svg#sliders-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Audience Sync de Mídia</span></div></a></li></ul></div></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#ECE5F980] justify-between rounded-lg mt-10"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 mr-2 xl:mr-0 rounded-md bg-gradient-icon text-white"><svg width="20" height="20" role="img" aria-label="magic-wand-01"><use href="/icons/sprites.svg#magic-wand-01"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="text-lg font-semibold text-gray-900">BrazeAI™</span><p class="text-md font-normal text-gray-600">Saiba como o BrazeAI™ está incorporado aos recursos em nossa plataforma.</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full" href="/pt-br/product/brazeai">Saiba Mais</a></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-1/3 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3" href="/pt-br/product/overview"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="atom-01"><use href="/icons/sprites.svg#atom-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">A Plataforma Braze</span><span class="text-sm font-normal text-gray-600">Todos os seus dados, canais e necessidades de orquestração em uma única plataforma.</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/product"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="settings-01"><use href="/icons/sprites.svg#settings-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Como Funciona</span><span class="text-sm font-normal text-gray-600">Um detalhamento de nossa pilha de tecnologia verticalmente integrada.</span></div></a></li></ul></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Soluções<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solu--es" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Solu--es"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Indústrias</span></div><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/retail-and-ecommerce"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="globe-01"><use href="/icons/sprites.svg#globe-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Varejo e e-Commerce</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/financial-services"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="currency-dollar"><use href="/icons/sprites.svg#currency-dollar"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Serviços Financeiros</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/travel-hospitality"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="map-01"><use href="/icons/sprites.svg#map-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Turismo</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Mídia e Entretenimento</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="play"><use href="/icons/sprites.svg#play"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Delivery</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/qsr"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="heart-rounded"><use href="/icons/sprites.svg#heart-rounded"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Restaurantes</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze Para</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engenheiros</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-1/3 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><a class="relative z-10" href="/pt-br/resources/reports-and-guides/global-customer-engagement-review"><div class="w-full sm:w-[353px]"><div class="h-[198px] w-fit overflow-hidden rounded-md bg-white"><img alt="a woman is holding a cup of coffee while looking at a laptop computer ." loading="lazy" width="353" height="198" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F48613611adec165a53420e4c6b94a712a0006f81-8000x4500.jpg&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F48613611adec165a53420e4c6b94a712a0006f81-8000x4500.jpg&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F48613611adec165a53420e4c6b94a712a0006f81-8000x4500.jpg&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">Análise Global de Engajamento do Cliente de 2025</span><span class="text-md font-normal text-gray-600">Em nossa quinta Análise Global do Engajamento do Cliente, estamos examinando as principais tendências emergentes para os profissionais de marketing em 2025.</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Parceiros<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Parceiros" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Parceiros"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8 md:grid-cols-3"><li><a class="nav-item flex gap-3" href="/pt-br/partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="arrow-circle-broken-right"><use href="/icons/sprites.svg#arrow-circle-broken-right"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore e conecte-se com nossos parceiros confiáveis de tecnologia ou soluções</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Parceiros de Soluções</span><span class="text-sm font-normal text-gray-600">Descubra nossas parcerias com as principais agências, consultorias e integradores de sistemas do mundo</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use href="/icons/sprites.svg#code-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Parceiros de Tecnologia</span><span class="text-sm font-normal text-gray-600">Conheça nossas mais de 140 integrações de parceiros de tecnologia.</span></div></a></li></ul></div></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Materiais<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Materiais" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Materiais"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Veja</span></div><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="database-02"><use href="/icons/sprites.svg#database-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Hub de Materiais</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/customers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="thumbs-up"><use href="/icons/sprites.svg#thumbs-up"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Casos de Sucesso</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources/articles"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="bookmark"><use href="/icons/sprites.svg#bookmark"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Blog</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources/reports-and-guides"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="line-chart-up-04"><use href="/icons/sprites.svg#line-chart-up-04"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Guias e Relatórios</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/resources/videos"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Vídeos (EN)</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources/webinars-and-events"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="ticket-01"><use href="/icons/sprites.svg#ticket-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Eventos e Webinars</span></div></a></li></ul></div></div><a href="https://www.braze.com/docs/pt-br"><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#C9C4FF80] justify-between rounded-lg mt-10"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="file-question-02"><use href="/icons/sprites.svg#file-question-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="text-lg font-semibold text-gray-900">Documentação para o Usuário</span></div></div><svg width="24" height="24" role="img" aria-label="arrow-right"><use href="/icons/sprites.svg#arrow-right"></use></svg></div></a></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 flex flex-col gap-8 sm:flex-row xl:w-full before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Cresça</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/customer-community"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="lightning-02"><use href="/icons/sprites.svg#lightning-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Bonfire Customer Community (EN)</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="https://learning.braze.com/page/pt-br"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Learning</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/customer-champions"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="award-04"><use href="/icons/sprites.svg#award-04"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Customer Champion (EN)</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="https://learning.braze.com/page/certification-pt-br"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="award-03"><use href="/icons/sprites.svg#award-03"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Certificação</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Suporte</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/success"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="help-circle"><use href="/icons/sprites.svg#help-circle"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Visão Geral do Suporte</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/customer-support-services"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Serviços Profissionais da Braze</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/customer-success"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="headphones-02"><use href="/icons/sprites.svg#headphones-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Planos de Sucesso da Braze</span></div></a></li></ul></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Empresa<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Empresa" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Empresa"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8 md:grid-cols-3"><li><a class="nav-item flex gap-3" href="/pt-br/company"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Sobre Nós</span><span class="text-sm font-normal text-gray-600">Saiba como a Braze se tornou a principal plataforma de engajamento do cliente.</span></div></a></li><li><a class="nav-item flex gap-3" href="https://investors.braze.com/"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="switch-horizontal-01"><use href="/icons/sprites.svg#switch-horizontal-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Relações com Investidores (EN)</span><span class="text-sm font-normal text-gray-600">Receba as últimas notícias, números e resultados financeiros.</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/careers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="stars-01"><use href="/icons/sprites.svg#stars-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Carreiras (EN)</span><span class="text-sm font-normal text-gray-600">Descubra vagas de emprego e por que as pessoas adoram trabalhar na Braze.</span></div></a></li><li><a class="nav-item flex gap-3" href="https://esg.braze.com/overview/default.aspx"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">ESG (EN)</span><span class="text-sm font-normal text-gray-600">Explore nossos dados ambientais, sociais e de governança corporativa.</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/news"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="announcement-01"><use href="/icons/sprites.svg#announcement-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Notícias (EN)</span><span class="text-sm font-normal text-gray-600">Saiba mais sobre os últimos acontecimentos no Braze.</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/company/legal"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" 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before:bg-gradient-hero md:before:hidden md:bg-gradient-hero"><div class="container relative z-10 pt-6 md:pb-8"><div class="flex gap-1 text-xs"><a aria-label="Link to resources" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/pt-br/resources">Recursos</a><span class="text-white text-md">/</span><a aria-label="Link to articles" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/pt-br/resources/articles">Blog</a><span class="text-white text-md">/</span><a aria-label="Link to estrategia de email marketing" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/pt-br/resources/articles/estrategia-de-email-marketing">Estratégia de e-mail...</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Recursos","item":"https://www.braze.com/pt-br/resources"},{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.braze.com/pt-br/resources/articles"},{"@type":"ListItem","position":3,"name":"Estratégia de e-mail...","item":"https://www.braze.com/pt-br/resources/articles/estrategia-de-email-marketing"}]}</script><div class="mt-8 flex flex-col gap-6 sm:mt-12 md:flex-row md:pb-16"><div class="flex shrink-0 grow basis-0 flex-col gap-8"><h1 class="text-display-md font-bold text-white">Estratégia de e-mail marketing: 12 passos para construir a sua</h1><p class="flex gap-3 text-xs font-extrabold text-white"><span>Publicado em 02 de julho de 2024</span><span>/</span><span>Última edição em 16 de outubro de 2025</span><span>/</span><span>12<!-- --> leitura mínima</span></p></div><div class="shrink-0 grow basis-0"><img alt="Estratégia de e-mail marketing: 12 passos para construir a sua" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F95fb40bbac7be15b3683b7aa4478130b13fee3bc-1240x680.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F95fb40bbac7be15b3683b7aa4478130b13fee3bc-1240x680.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F95fb40bbac7be15b3683b7aa4478130b13fee3bc-1240x680.png&w=1200&q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="twitter-new"><use href="/icons/sprites.svg#twitter-new"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="linkedin"><use href="/icons/sprites.svg#linkedin"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="mailbox"><use href="/icons/sprites.svg#mailbox"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="link-03"><use href="/icons/sprites.svg#link-03"></use></svg></div></div></div><div class="flex shrink-0 grow basis-0 flex-col gap-12"><div class="flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8"><span class="text-sm font-semibold text-gray-600">AUTOR</span><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Equipe Braze</h6></div></div></div><div class="flex flex-col gap-6"><p></p><h2 id="h-26c0f4145299" class="my-4 text-gray-900 lg:text-display-lg">Como fazer uma estratégia de e-mail marketing? Veja os passos!</h2><p>Se você ainda não tem uma <strong>estratégia de e-mail marketing</strong> bem definida na sua empresa, saiba que perde grandes oportunidades (e dinheiro). Mesmo com o surgimento constante de novos canais e as adaptações na jornada do cliente, esse recurso ainda tem grande impacto quando o assunto é engajamento.</p><p>Segundo <a href="https://www.statista.com/statistics/960928/marketing-email-open-rates-world/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">dados da Statista</a> de 2024, a <strong>taxa de abertura de e-mails fica entre 20% e 50%</strong>, conforme os profissionais de marketing entrevistados. O site também destacou que a <a href="https://www.statista.com/statistics/812060/email-marketing-revenue-worldwide/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">receita dessa estratégia</a> de e-mail deve ter uma taxa de crescimento anual composta (CAGR) de 13% entre 2024 e 2027, com um crescimento de US$ 5,57 bilhões.</p><p>Esses números justificam a adoção de e-mail marketing. E também não se deve esquecer de que esse canal é importante para fortalecer os relacionamentos com os clientes e melhorar os indicadores-chave de performance (KPIs) financeiros.</p><p>Que tal saber mais sobre o assunto? Continue a leitura e entenda como você pode alavancar seus resultados com uma estratégia de e-mail marketing.</p><h3 id="h-6fb75280f765" class="my-4 text-gray-900">O que é uma estratégia de e-mail marketing?</h3><p><strong>É uma abordagem de marketing que usa mensagens de e-mail para firmar uma comunicação personalizada e direcionada entre marca e público-alvo</strong>. A prática pode ter diferentes objetivos, como construir um relacionamento com o cliente, divulgar promoções e lançamentos, nutrir os <em>leads</em> e aumentar as vendas.</p><p>O e-mail é um canal tão estabelecido que, até 2028, a perspectiva é de <a href="https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">424,2 bilhões de mensagens enviadas por dia</a>. Com relação a essa estratégia de marketing, a estimativa é que o mercado global atinja US$ 46,1 bilhões até 2033, conforme a <a href="https://scoop.market.us/email-marketing-market-news/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Market.us</a>.</p><p>Agora que você sabe o que é uma estratégia de e-mail marketing, está na hora de conhecer os motivos que justificam a adoção dessa estratégia. Afinal, os dados demonstram que esse meio está em alta, mas há detalhes importantes a conhecer.</p><p><strong>Leia também: <!-- -->Por que o e-mail marketing é importante para sua estratégia integrada entre canais</strong></p><h3 id="h-6d42fd728ec4" class="my-4 text-gray-900">Quais são os benefícios do e-mail marketing estratégico?</h3><p>Os benefícios do e-mail marketing estratégico são:</p><ul><li class="mb-2 ml-10 list-disc">estímulo ao engajamento do cliente;</li><li class="mb-2 ml-10 list-disc">monetização em relação aos KPIs;</li><li class="mb-2 ml-10 list-disc">aumento da vida útil do usuário;</li><li class="mb-2 ml-10 list-disc">alcance do público certo no momento mais adequado;</li><li class="mb-2 ml-10 list-disc">fortalecimento do relacionamento com os clientes;</li><li class="mb-2 ml-10 list-disc">otimização das campanhas.</li></ul><p>A seguir, vamos detalhar cada uma das vantagens com uma análise pautada no <a href="https://www.braze.com/resources/reports-and-guides/global-customer-engagement-review-ptbr" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link"><strong>Relatório Global de Engajamento do Cliente 2024</strong></a>, da Braze. Os dados confirmam que o e-mail marketing é um canal poderoso para se conectar com as pessoas, incentivar a repetição de atividades e compras e agregar valor ao longo do tempo. Confira!</p><h4 id="h-ee1b965e787f" class="my-4 text-gray-900">Estímulo ao engajamento do cliente</h4><p>Os clientes que recebem campanhas de e-mail têm muito mais probabilidade de interagirem com uma marca do que pessoas que não recebem essas mensagens. O propósito pode ser boas-vindas, integração ou <em>download </em>de aplicativos, por exemplo.</p><p>De qualquer forma, as empresas têm o potencial de impulsionar as sessões por usuário em 69%, em comparação com o envio de campanhas por outros canais. Quando relacionado à ausência de contato, o aumento é de 15,43 vezes.</p><img alt="Imagem mostra dados do impacto de campanhas de e-mail marketing por usuário" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe86cb7e3ed2d4ee4fda91377866ea27e72b35872-2400x1100.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe86cb7e3ed2d4ee4fda91377866ea27e72b35872-2400x1100.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe86cb7e3ed2d4ee4fda91377866ea27e72b35872-2400x1100.png&w=1920&q=75"/><p><strong>Leia também: <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /braze-email-inspiration-guide" href="/pt-br/resources/reports-and-guides/braze-email-inspiration-guide">Confira o Guia de Inspiração da Braze para e-mails e veja exemplos de campanhas eficazes de ativação de clientes que você pode enviar por e-mail</a></strong></p><h4 id="h-7b6af2eae529" class="my-4 text-gray-900">Monetização em relação aos KPIs</h4><h4 id="h-3c0e7487cd6a" class="my-4 text-gray-900">O impacto do e-mail não para no topo do funil. O e-mail marketing bem projetado gera aberturas, cliques e sessões, mas o potencial desse canal ainda vai além. Os destinatários de campanhas de e-mail têm 89% mais chances de efetuar uma compra em comparação com os clientes que recebem campanhas por outros canais.</h4><p>Também têm 19,5 vezes mais probabilidade de efetuar uma compra em comparação com as pessoas que não recebem nenhum tipo de contato.</p><img alt="Dados que mostram o impacto das campanhas de e-mail marketing nas taxas de compradores" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa63a774be8534ecf911678628a4b9cd32f5f80ba-2400x1100.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa63a774be8534ecf911678628a4b9cd32f5f80ba-2400x1100.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa63a774be8534ecf911678628a4b9cd32f5f80ba-2400x1100.png&w=1920&q=75"/><h4 id="h-6f0db5fd57ba" class="my-4 text-gray-900">Aumento da vida útil do usuário</h4><p>Quando as marcas adicionam o e-mail marketing ao mix de canais de campanha, têm um posicionamento mais assertivo para aumentar a <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources articles: /marketing-de-retencao" href="/pt-br/resources/articles/marketing-de-retencao"><strong>retenção de usuários</strong></a>. Os assinantes de e-mail têm uma vida útil 81% maior em comparação com os clientes que recebem contato por outros canais. Se a referência forem os consumidores que não receberam interações, o índice é 9,63 vezes maior.</p><img alt="dados mostram o impacto das campanhas de e-mail marketing no tempo médio de vida dos usuários." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff3567da2a70f214ab2b5dcbabb75dfa346b3fe3b-2400x1100.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff3567da2a70f214ab2b5dcbabb75dfa346b3fe3b-2400x1100.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff3567da2a70f214ab2b5dcbabb75dfa346b3fe3b-2400x1100.png&w=1920&q=75"/><h4 id="h-7895a113a7f5" class="my-4 text-gray-900">Alcance do público certo no momento mais adequado</h4><p>Ao adotar uma estratégia de mensagens enviadas por e-mail, sua marca implementa uma <strong>comunicação direcionada com os clientes</strong>. Com a ajuda da tecnologia e da <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources articles: /automacao-marketing" href="/pt-br/resources/articles/automacao-marketing"><strong>automação de marketing</strong></a>, você segmenta o público e hiperpersonaliza os conteúdos, o que aumenta o engajamento e consolida a imagem da marca.</p><h4 id="h-b7da48552a5c" class="my-4 text-gray-900">Fortalecimento do relacionamento com os clientes</h4><p>Com o e-mail marketing, sua marca faz a nutrição dos <em>leads</em> e mantém um contato contínuo, direto e personalizado. Esse fortalecimento é ainda maior quando o conteúdo enviado é relevante.</p><p>Assim, há a geração de um sentimento de proximidade, além do aumento do potencial de fidelização. Em outras palavras, aumentam as chances de a pessoa comprar com frequência na sua empresa.</p><h4 id="h-7f4d8cb9c811" class="my-4 text-gray-900">Otimização das campanhas</h4><p>Você também pode otimizar as suas campanhas com o e-mail marketing. Ao estabelecer uma comunicação direta, que permite redirecionar o usuário para outro local (como o site ou o app), é possível otimizar os resultados obtidos e melhorar o retorno sobre o investimento (ROI).</p><p>Afinal, você envia um conteúdo personalizado, no momento certo, inserido em um fluxo estratégico e condizente com o comportamento do público-alvo.</p><p>Esses benefícios ajudam a entender por que adotar a estratégia de e-mail marketing. Mas você sabia que há diferentes alternativas disponíveis para implementar na sua empresa? Entenda melhor a seguir.</p><p><strong>Leia também: <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources articles: /metricas-de-email-marketing" href="/pt-br/resources/articles/metricas-de-email-marketing">As métricas de mensagens de e-mail marketing que importam</a></strong></p><h3 id="h-223e60be59ed" class="my-4 text-gray-900">Quais são os tipos de e-mail marketing?</h3><p>Um canal de comunicação com o cliente pode ter vários formatos. Veja, a seguir, quais são os tipos de e-mail marketing:</p><ul><li class="mb-2 ml-10 list-disc"><strong><em>newsletter</em>: </strong>informa a pessoa sobre novidades e atualizações da empresa ou seu setor de atuação;</li><li class="mb-2 ml-10 list-disc"><strong>e-mail promocional: </strong>divulga produtos e serviços físicos e digitais, inclusive ofertas gratuitas (como um e-book). O propósito é a conversão;</li><li class="mb-2 ml-10 list-disc"><strong>e-mail sazonal: </strong>é ideal para datas especiais, como aniversários, parabenização por conquistas ou data especial (como Natal e Dia das Mães);</li><li class="mb-2 ml-10 list-disc"><strong>e-mail de boas-vindas: </strong>é a mensagem enviada quando o contato se torna <em>lead</em> para encaminhar a pessoa pela jornada de compra;</li><li class="mb-2 ml-10 list-disc"><strong>e-mail para clientes e <em>leads</em> inativos: </strong>busca o aumento da taxa de engajamento do cliente que interage pouco com uma mensagem relevante e alinhada às características do público;</li><li class="mb-2 ml-10 list-disc"><strong>e-mail para <em>e-commerce</em>: </strong>é específico para as lojas virtuais. O intuito é manter um bom relacionamento, aumentar a taxa de conversão, divulgar novidades e promoções e reduzir o total de carrinhos abandonados;</li><li class="mb-2 ml-10 list-disc"><strong>automação de e-mails: </strong>uso de tecnologia para automatizar os envios. Assim, a mensagem segue um fluxo conforme o perfil de comportamento do usuário.</li></ul><p>Com essas informações, você já pode entender como aplicar essa prática na sua empresa. Continue a leitura!</p><h3 id="h-4f68af341c56" class="my-4 text-gray-900">Quais são os passos para construir uma estratégia de e-mail marketing?</h3><p>Sempre que uma empresa pretende implementar uma ação, precisa desenvolver uma série de etapas. Veja quais são os passos para construir uma estratégia de e-mail marketing e ter bons resultados:</p><ol><li class="mb-2 ml-10 list-decimal">Defina os objetivos;</li><li class="mb-2 ml-10 list-decimal">Conheça o público-alvo;</li><li class="mb-2 ml-10 list-decimal">Segmente a lista;</li><li class="mb-2 ml-10 list-decimal">Crie conteúdo relevante;</li><li class="mb-2 ml-10 list-decimal">personalize a comunicação;</li><li class="mb-2 ml-10 list-decimal">Use CTAs eficazes;</li><li class="mb-2 ml-10 list-decimal">Otimize a mensagem para dispositivos móveis;</li><li class="mb-2 ml-10 list-decimal">Teste e otimize os e-mails;</li><li class="mb-2 ml-10 list-decimal">Monitore e analise os resultados;</li><li class="mb-2 ml-10 list-decimal">Construa uma lista qualificada;</li><li class="mb-2 ml-10 list-decimal">Evite o envio excessivo de e-mails;</li><li class="mb-2 ml-10 list-decimal">Utilize a automação.</li></ol><p>Agora, veja mais detalhes sobre cada uma dessas etapas.</p><h4 id="h-9dbbf35f1d4b" class="my-4 text-gray-900">1. Defina os objetivos</h4><p>O primeiro passo é identificar as metas que pretende alcançar com o e-mail marketing. Você pode, por exemplo, informar, vender, educar, gerar indicações ou incentivar um <em>download</em>. Com essa definição, você pode começar o desenvolvimento da sua estratégia a partir de um planejamento bem estruturado.</p><h4 id="h-9e3b7fe24d20" class="my-4 text-gray-900">2. Conheça o público-alvo</h4><p>Analise o perfil de pessoas com quem você vai se comunicar. Crie uma lista de contatos sólida por meio da atração do <em>lead</em> e da oferta de um conteúdo de qualidade em contrapartida. Assim, você começa o seu relacionamento com o pé direito.</p><h4 id="h-4b8f744e75f3" class="my-4 text-gray-900">3. Segmente a lista</h4><p>A lista criada precisa passar por uma boa segmentação para que você possa criar conteúdos específicos para cada perfil de cliente. Essa é a primeira etapa da <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources articles: /personalizacao-experiencia-cliente" href="/pt-br/resources/articles/personalizacao-experiencia-cliente"><strong>personalização da experiência do cliente</strong>,</a> que ajuda a aumentar a taxa de engajamento.</p><h4 id="h-5260329172ae" class="my-4 text-gray-900">4. Crie conteúdo relevante</h4><p>O e-mail marketing é uma boa estratégia para estabelecer um relacionamento de longo prazo com os clientes. Portanto, crie conteúdos relevantes e relacionados à sua marca. Envie mensagens personalizadas com um assunto direto e atraente para chamar a atenção da pessoa.</p><h4 id="h-f6b4b0634f01" class="my-4 text-gray-900">5. Personalize a comunicação</h4><p>Mais do que customizar a mensagem de acordo com o perfil do cliente, também personalize a comunicação. Evite um endereço de e-mail genérico, use o nome do destinatário e inclua informações relevantes que ajudem a fortalecer a conexão entre marca e consumidor.</p><p><strong>Com a <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to : /product" href="/pt-br/product">Plataforma de Dados da Braze</a>, você alcança o público certo e faz uma segmentação flexível do público-alvo. Também mistura e vincula os registros de clientes a partir de identificadores importantes, como o endereço de e-mail. Assim, você pode engajar os usuários anônimos ao entender seu comportamento e suas preferências.</strong></p><h4 id="h-877486f9dcaf" class="my-4 text-gray-900">6. Use <em>calls to action </em>(CTAs) eficazes</h4><p>Os CTAs são chamadas para a ação, isto é, frases que incentivam o usuário a realizar determinada atitude, como fazer um <em>download</em> ou um teste gratuito. Você pode adotar diferentes versões e formatos dos <em>calls to action</em>, como em <em>banners</em>, botões e links nos textos.</p><p>É importante colocar um verbo no imperativo (“fale com um especialista”, “compre agora”, por exemplo), evidenciar as vantagens da oferta e criar certa urgência, se possível.</p><h4 id="h-b6c1e802a490" class="my-4 text-gray-900">7. Otimize a mensagem para dispositivos móveis</h4><p>Segundo pesquisa da <a href="https://portal.fgv.br/noticias/brasil-tem-mais-dispositivos-digitais-em-uso-do-que-habitantes-revela-pesquisa-da-fgv" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Fundação Getúlio Vargas</a> (FGV), a quantidade de dispositivos digitais no Brasil chegou a 502 milhões, o que totaliza 2,4 aparelhos por pessoa. Ao analisar somente os celulares, o estudo indicou que há 1,3 unidade por habitante. Portanto, é fundamental adequar a mensagem.</p><p>Na prática, o conteúdo deve ser responsivo para garantir que se adapte a diferentes tamanhos de tela. Assim, a personalização fará mais efeito e você terá melhores resultados com a estratégia.</p><h4 id="h-ba5b4535be38" class="my-4 text-gray-900">8. Teste e otimize os e-mails</h4><p>Você pode criar um conteúdo que considera ser o melhor possível. No entanto, as outras pessoas podem ter outra impressão. Para evitar uma baixa taxa de conversão, vale a pena realizar testes A/B com diferentes versões de e-mails.</p><p>Você pode experimentar vários assuntos, conteúdos, CTAs, botões e cores, por exemplo. Assim, você identifica o que funciona melhor para o público.</p><p><strong>Com a <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to : /product/testing-experimentation" href="/pt-br/product/testing-experimentation">plataforma de testes da Braze</a>, você pode experimentar diferentes ideias e otimizar os resultados com a ajuda da inteligência artificial (IA). Também é possível estudar o melhor horário e as promoções mais adequadas, por exemplo, para aproveitar as mensagens ao máximo.</strong></p><h4 id="h-82ce906ad000" class="my-4 text-gray-900">9. Monitore e analise os resultados</h4><p>Para saber quais medidas são as melhores, monitore e analise os resultados. Acompanhe as métricas importantes, como taxas de cliques, abertura e conversão. Caso seja necessário, ajuste as estratégias para corrigir o rumo da campanha. Lembre-se de usar os testes A/B, porque essa é uma forma de aumentar o engajamento e o ROI.</p><h4 id="h-b59bd318bf50" class="my-4 text-gray-900">10. Construa uma lista qualificada</h4><p>Tenha uma base de e-mails objetiva, relevante e com dados limpos. Ao adotar essa medida, você consegue uma lista qualificada, que favorece a construção de um relacionamento de longo prazo.</p><p>A melhor forma de atingir esse objetivo é fazer uma oferta e solicitar o cadastro em troca. Você pode disponibilizar um e-book, um minicurso, um infográfico ou uma assinatura de <em>newsletter</em>, por exemplo. Assim, você monta a sua lista e cumpre as regras da Lei Geral de Proteção de Dados (LGPD).</p><h4 id="h-66e31aa98b8a" class="my-4 text-gray-900">11. Evite o envio excessivo de e-mails</h4><p>As pessoas fornecem o seu endereço de e-mail e desejam receber informações, mas evite o envio excessivo. O ideal é alcançar um equilíbrio na quantidade de disparos para não saturar a sua base de usuários, já que essa situação tende a reduzir a taxa de abertura das mensagens.</p><p>Ao mesmo tempo, estabeleça uma frequência de envios, porque a escassez gera o desengajamento dos usuários.</p><h4 id="h-a1f6503fbc2e" class="my-4 text-gray-900">12. Utilize a automação</h4><p>Ao contar com a tecnologia para viabilizar a sua estratégia de e-mail marketing, você organiza o disparo das mensagens e pode personalizar ainda mais o conteúdo. Também pode usar gatilhos em tempo real e customizar as jornadas ao longo de todo o funil.</p><p>Quando você conta com recursos de inteligência artificial, tem acesso a dados em tempo real, que ajudam a hiperpersonalizar as mensagens. Essa medida vale desde um simples lembrete até um fluxo dinâmico para direcionar as pessoas para a próxima ação desejada.</p><p><strong>Com o recurso de <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to : /product/journey-orchestration" href="/pt-br/product/journey-orchestration">orquestração de jornada da Braze</a>, você cria fluxos coesos e consistentes para os clientes, além de fazer experimentos e otimizações com a IA. Também pode executar todas as ações em tempo real e em larga escala.</strong></p><h3 id="h-45f26f3799b6" class="my-4 text-gray-900">Conheça o envio de e-mail marketing em massa com a Braze</h3><p>Agora que você viu todos os passos para construir uma estratégia de e-mail marketing, que tal conhecer a plataforma que vai levar suas ações para o próximo nível? Com a <strong>Braze</strong>, você turbina esse canal com experiências personalizadas e dinâmicas, que podem aumentar o ROI e a receita da sua empresa.</p><p>Também pode orquestrar a jornada do seu cliente, ter acesso a recursos de inteligência artificial e estimular as conversões para melhorar o engajamento e a satisfação dos usuários. Assim, você pode realizar o envio de e-mail marketing em massa com a Braze e usar modelos personalizáveis para criar campanhas em menos tempo.</p><p>Com todas as ferramentas que a Braze oferece, você cria uma estratégia de e-mail marketing consistente, que tende a trazer melhores resultados para o seu negócio.</p><p>Então, que tal saber mais? <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to : /product/email" href="/pt-br/product/email"><strong>Conheça a ferramenta de e-mail marketing da Braze</strong></a> e veja todos os recursos que vão alavancar sua empresa. 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Veja os passos!\"]}],[\"$\",\"p\",null,{\"children\":[\"Se você ainda não tem uma \",[\"$\",\"strong\",null,{\"children\":[\"estratégia de e-mail marketing\"]}],\" bem definida na sua empresa, saiba que perde grandes oportunidades (e dinheiro). Mesmo com o surgimento constante de novos canais e as adaptações na jornada do cliente, esse recurso ainda tem grande impacto quando o assunto é engajamento.\"]}],[\"$\",\"p\",null,{\"children\":[\"Segundo \",[\"$\",\"a\",null,{\"href\":\"https://www.statista.com/statistics/960928/marketing-email-open-rates-world/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"dados da Statista\"]}],\" de 2024, a \",[\"$\",\"strong\",null,{\"children\":[\"taxa de abertura de e-mails fica entre 20% e 50%\"]}],\", conforme os profissionais de marketing entrevistados. O site também destacou que a \",[\"$\",\"a\",null,{\"href\":\"https://www.statista.com/statistics/812060/email-marketing-revenue-worldwide/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"receita dessa estratégia\"]}],\" de e-mail deve ter uma taxa de crescimento anual composta (CAGR) de 13% entre 2024 e 2027, com um crescimento de US$ 5,57 bilhões.\"]}],[\"$\",\"p\",null,{\"children\":[\"Esses números justificam a adoção de e-mail marketing. E também não se deve esquecer de que esse canal é importante para fortalecer os relacionamentos com os clientes e melhorar os indicadores-chave de performance (KPIs) financeiros.\"]}],[\"$\",\"p\",null,{\"children\":[\"Que tal saber mais sobre o assunto? Continue a leitura e entenda como você pode alavancar seus resultados com uma estratégia de e-mail marketing.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-6fb75280f765\",\"className\":\"my-4 text-gray-900\",\"children\":[\"O que é uma estratégia de e-mail marketing?\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"É uma abordagem de marketing que usa mensagens de e-mail para firmar uma comunicação personalizada e direcionada entre marca e público-alvo\"]}],\". 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Afinal, os dados demonstram que esse meio está em alta, mas há detalhes importantes a conhecer.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Leia também: \",\"Por que o e-mail marketing é importante para sua estratégia integrada entre canais\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-6d42fd728ec4\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Quais são os benefícios do e-mail marketing estratégico?\"]}],[\"$\",\"p\",null,{\"children\":[\"Os benefícios do e-mail marketing estratégico são:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"estímulo ao engajamento do cliente;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"monetização em relação aos KPIs;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"aumento da vida útil do usuário;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"alcance do público certo no momento mais adequado;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"fortalecimento do relacionamento com os clientes;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"otimização das campanhas.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"A seguir, vamos detalhar cada uma das vantagens com uma análise pautada no \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/reports-and-guides/global-customer-engagement-review-ptbr\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Relatório Global de Engajamento do Cliente 2024\"]}]]}],\", da Braze. Os dados confirmam que o e-mail marketing é um canal poderoso para se conectar com as pessoas, incentivar a repetição de atividades e compras e agregar valor ao longo do tempo. Confira!\"]}],[\"$\",\"h4\",null,{\"id\":\"h-ee1b965e787f\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Estímulo ao engajamento do cliente\"]}],[\"$\",\"p\",null,{\"children\":[\"Os clientes que recebem campanhas de e-mail têm muito mais probabilidade de interagirem com uma marca do que pessoas que não recebem essas mensagens. O propósito pode ser boas-vindas, integração ou \",[\"$\",\"em\",null,{\"children\":[\"download \"]}],\"de aplicativos, por exemplo.\"]}],[\"$\",\"p\",null,{\"children\":[\"De qualquer forma, as empresas têm o potencial de impulsionar as sessões por usuário em 69%, em comparação com o envio de campanhas por outros canais. Quando relacionado à ausência de contato, o aumento é de 15,43 vezes.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e86cb7e3ed2d4ee4fda91377866ea27e72b35872-2400x1100.png\",\"alt\":\"Imagem mostra dados do impacto de campanhas de e-mail marketing por usuário\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Leia também: \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/resources/reports-and-guides/braze-email-inspiration-guide\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources reports-and-guides: /braze-email-inspiration-guide\",\"children\":[\"Confira o Guia de Inspiração da Braze para e-mails e veja exemplos de campanhas eficazes de ativação de clientes que você pode enviar por e-mail\"]}]]}]]}],[\"$\",\"h4\",null,{\"id\":\"h-7b6af2eae529\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Monetização em relação aos KPIs\"]}],[\"$\",\"h4\",null,{\"id\":\"h-3c0e7487cd6a\",\"className\":\"my-4 text-gray-900\",\"children\":[\"O impacto do e-mail não para no topo do funil. O e-mail marketing bem projetado gera aberturas, cliques e sessões, mas o potencial desse canal ainda vai além. Os destinatários de campanhas de e-mail têm 89% mais chances de efetuar uma compra em comparação com os clientes que recebem campanhas por outros canais.\"]}],[\"$\",\"p\",null,{\"children\":[\"Também têm 19,5 vezes mais probabilidade de efetuar uma compra em comparação com as pessoas que não recebem nenhum tipo de contato.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a63a774be8534ecf911678628a4b9cd32f5f80ba-2400x1100.png\",\"alt\":\"Dados que mostram o impacto das campanhas de e-mail marketing nas taxas de compradores\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h4\",null,{\"id\":\"h-6f0db5fd57ba\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Aumento da vida útil do usuário\"]}],[\"$\",\"p\",null,{\"children\":[\"Quando as marcas adicionam o e-mail marketing ao mix de canais de campanha, têm um posicionamento mais assertivo para aumentar a \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/resources/articles/marketing-de-retencao\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources articles: /marketing-de-retencao\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"retenção de usuários\"]}]]}],\". Os assinantes de e-mail têm uma vida útil 81% maior em comparação com os clientes que recebem contato por outros canais. Se a referência forem os consumidores que não receberam interações, o índice é 9,63 vezes maior.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/f3567da2a70f214ab2b5dcbabb75dfa346b3fe3b-2400x1100.png\",\"alt\":\"dados mostram o impacto das campanhas de e-mail marketing no tempo médio de vida dos usuários.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h4\",null,{\"id\":\"h-7895a113a7f5\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Alcance do público certo no momento mais adequado\"]}],[\"$\",\"p\",null,{\"children\":[\"Ao adotar uma estratégia de mensagens enviadas por e-mail, sua marca implementa uma \",[\"$\",\"strong\",null,{\"children\":[\"comunicação direcionada com os clientes\"]}],\". Com a ajuda da tecnologia e da \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/resources/articles/automacao-marketing\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources articles: /automacao-marketing\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"automação de marketing\"]}]]}],\", você segmenta o público e hiperpersonaliza os conteúdos, o que aumenta o engajamento e consolida a imagem da marca.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-b7da48552a5c\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Fortalecimento do relacionamento com os clientes\"]}],[\"$\",\"p\",null,{\"children\":[\"Com o e-mail marketing, sua marca faz a nutrição dos \",[\"$\",\"em\",null,{\"children\":[\"leads\"]}],\" e mantém um contato contínuo, direto e personalizado. Esse fortalecimento é ainda maior quando o conteúdo enviado é relevante.\"]}],[\"$\",\"p\",null,{\"children\":[\"Assim, há a geração de um sentimento de proximidade, além do aumento do potencial de fidelização. Em outras palavras, aumentam as chances de a pessoa comprar com frequência na sua empresa.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-7f4d8cb9c811\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Otimização das campanhas\"]}],[\"$\",\"p\",null,{\"children\":[\"Você também pode otimizar as suas campanhas com o e-mail marketing. Ao estabelecer uma comunicação direta, que permite redirecionar o usuário para outro local (como o site ou o app), é possível otimizar os resultados obtidos e melhorar o retorno sobre o investimento (ROI).\"]}],[\"$\",\"p\",null,{\"children\":[\"Afinal, você envia um conteúdo personalizado, no momento certo, inserido em um fluxo estratégico e condizente com o comportamento do público-alvo.\"]}],[\"$\",\"p\",null,{\"children\":[\"Esses benefícios ajudam a entender por que adotar a estratégia de e-mail marketing. Mas você sabia que há diferentes alternativas disponíveis para implementar na sua empresa? Entenda melhor a seguir.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Leia também: \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/resources/articles/metricas-de-email-marketing\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources articles: /metricas-de-email-marketing\",\"children\":[\"As métricas de mensagens de e-mail marketing que importam\"]}]]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-223e60be59ed\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Quais são os tipos de e-mail marketing?\"]}],[\"$\",\"p\",null,{\"children\":[\"Um canal de comunicação com o cliente pode ter vários formatos. Veja, a seguir, quais são os tipos de e-mail marketing:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[[\"$\",\"em\",null,{\"children\":[\"newsletter\"]}],\": \"]}],\"informa a pessoa sobre novidades e atualizações da empresa ou seu setor de atuação;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"e-mail promocional: \"]}],\"divulga produtos e serviços físicos e digitais, inclusive ofertas gratuitas (como um e-book). O propósito é a conversão;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"e-mail sazonal: \"]}],\"é ideal para datas especiais, como aniversários, parabenização por conquistas ou data especial (como Natal e Dia das Mães);\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"e-mail de boas-vindas: \"]}],\"é a mensagem enviada quando o contato se torna \",[\"$\",\"em\",null,{\"children\":[\"lead\"]}],\" para encaminhar a pessoa pela jornada de compra;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"e-mail para clientes e \",[\"$\",\"em\",null,{\"children\":[\"leads\"]}],\" inativos: \"]}],\"busca o aumento da taxa de engajamento do cliente que interage pouco com uma mensagem relevante e alinhada às características do público;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"e-mail para \",[\"$\",\"em\",null,{\"children\":[\"e-commerce\"]}],\": \"]}],\"é específico para as lojas virtuais. O intuito é manter um bom relacionamento, aumentar a taxa de conversão, divulgar novidades e promoções e reduzir o total de carrinhos abandonados;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"automação de e-mails: \"]}],\"uso de tecnologia para automatizar os envios. Assim, a mensagem segue um fluxo conforme o perfil de comportamento do usuário.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Com essas informações, você já pode entender como aplicar essa prática na sua empresa. Continue a leitura!\"]}],[\"$\",\"h3\",null,{\"id\":\"h-4f68af341c56\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Quais são os passos para construir uma estratégia de e-mail marketing?\"]}],[\"$\",\"p\",null,{\"children\":[\"Sempre que uma empresa pretende implementar uma ação, precisa desenvolver uma série de etapas. Veja quais são os passos para construir uma estratégia de e-mail marketing e ter bons resultados:\"]}],[\"$\",\"ol\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Defina os objetivos;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Conheça o público-alvo;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Segmente a lista;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Crie conteúdo relevante;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"personalize a comunicação;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Use CTAs eficazes;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Otimize a mensagem para dispositivos móveis;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Teste e otimize os e-mails;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Monitore e analise os resultados;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Construa uma lista qualificada;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Evite o envio excessivo de e-mails;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"Utilize a automação.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Agora, veja mais detalhes sobre cada uma dessas etapas.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-9dbbf35f1d4b\",\"className\":\"my-4 text-gray-900\",\"children\":[\"1. Defina os objetivos\"]}],[\"$\",\"p\",null,{\"children\":[\"O primeiro passo é identificar as metas que pretende alcançar com o e-mail marketing. Você pode, por exemplo, informar, vender, educar, gerar indicações ou incentivar um \",[\"$\",\"em\",null,{\"children\":[\"download\"]}],\". Com essa definição, você pode começar o desenvolvimento da sua estratégia a partir de um planejamento bem estruturado.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-9e3b7fe24d20\",\"className\":\"my-4 text-gray-900\",\"children\":[\"2. Conheça o público-alvo\"]}],[\"$\",\"p\",null,{\"children\":[\"Analise o perfil de pessoas com quem você vai se comunicar. Crie uma lista de contatos sólida por meio da atração do \",[\"$\",\"em\",null,{\"children\":[\"lead\"]}],\" e da oferta de um conteúdo de qualidade em contrapartida. Assim, você começa o seu relacionamento com o pé direito.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-4b8f744e75f3\",\"className\":\"my-4 text-gray-900\",\"children\":[\"3. Segmente a lista\"]}],[\"$\",\"p\",null,{\"children\":[\"A lista criada precisa passar por uma boa segmentação para que você possa criar conteúdos específicos para cada perfil de cliente. Essa é a primeira etapa da \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/resources/articles/personalizacao-experiencia-cliente\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources articles: /personalizacao-experiencia-cliente\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"personalização da experiência do cliente\"]}],\",\"]}],\" que ajuda a aumentar a taxa de engajamento.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-5260329172ae\",\"className\":\"my-4 text-gray-900\",\"children\":[\"4. Crie conteúdo relevante\"]}],[\"$\",\"p\",null,{\"children\":[\"O e-mail marketing é uma boa estratégia para estabelecer um relacionamento de longo prazo com os clientes. Portanto, crie conteúdos relevantes e relacionados à sua marca. Envie mensagens personalizadas com um assunto direto e atraente para chamar a atenção da pessoa.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-f6b4b0634f01\",\"className\":\"my-4 text-gray-900\",\"children\":[\"5. Personalize a comunicação\"]}],[\"$\",\"p\",null,{\"children\":[\"Mais do que customizar a mensagem de acordo com o perfil do cliente, também personalize a comunicação. Evite um endereço de e-mail genérico, use o nome do destinatário e inclua informações relevantes que ajudem a fortalecer a conexão entre marca e consumidor.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Com a \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/product\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to : /product\",\"children\":[\"Plataforma de Dados da Braze\"]}],\", você alcança o público certo e faz uma segmentação flexível do público-alvo. Também mistura e vincula os registros de clientes a partir de identificadores importantes, como o endereço de e-mail. Assim, você pode engajar os usuários anônimos ao entender seu comportamento e suas preferências.\"]}]]}],[\"$\",\"h4\",null,{\"id\":\"h-877486f9dcaf\",\"className\":\"my-4 text-gray-900\",\"children\":[\"6. Use \",[\"$\",\"em\",null,{\"children\":[\"calls to action \"]}],\"(CTAs) eficazes\"]}],[\"$\",\"p\",null,{\"children\":[\"Os CTAs são chamadas para a ação, isto é, frases que incentivam o usuário a realizar determinada atitude, como fazer um \",[\"$\",\"em\",null,{\"children\":[\"download\"]}],\" ou um teste gratuito. Você pode adotar diferentes versões e formatos dos \",[\"$\",\"em\",null,{\"children\":[\"calls to action\"]}],\", como em \",[\"$\",\"em\",null,{\"children\":[\"banners\"]}],\", botões e links nos textos.\"]}],[\"$\",\"p\",null,{\"children\":[\"É importante colocar um verbo no imperativo (“fale com um especialista”, “compre agora”, por exemplo), evidenciar as vantagens da oferta e criar certa urgência, se possível.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-b6c1e802a490\",\"className\":\"my-4 text-gray-900\",\"children\":[\"7. Otimize a mensagem para dispositivos móveis\"]}],[\"$\",\"p\",null,{\"children\":[\"Segundo pesquisa da \",[\"$\",\"a\",null,{\"href\":\"https://portal.fgv.br/noticias/brasil-tem-mais-dispositivos-digitais-em-uso-do-que-habitantes-revela-pesquisa-da-fgv\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Fundação Getúlio Vargas\"]}],\" (FGV), a quantidade de dispositivos digitais no Brasil chegou a 502 milhões, o que totaliza 2,4 aparelhos por pessoa. Ao analisar somente os celulares, o estudo indicou que há 1,3 unidade por habitante. Portanto, é fundamental adequar a mensagem.\"]}],[\"$\",\"p\",null,{\"children\":[\"Na prática, o conteúdo deve ser responsivo para garantir que se adapte a diferentes tamanhos de tela. Assim, a personalização fará mais efeito e você terá melhores resultados com a estratégia.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-ba5b4535be38\",\"className\":\"my-4 text-gray-900\",\"children\":[\"8. Teste e otimize os e-mails\"]}],[\"$\",\"p\",null,{\"children\":[\"Você pode criar um conteúdo que considera ser o melhor possível. No entanto, as outras pessoas podem ter outra impressão. Para evitar uma baixa taxa de conversão, vale a pena realizar testes A/B com diferentes versões de e-mails.\"]}],[\"$\",\"p\",null,{\"children\":[\"Você pode experimentar vários assuntos, conteúdos, CTAs, botões e cores, por exemplo. Assim, você identifica o que funciona melhor para o público.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Com a \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/product/testing-experimentation\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to : /product/testing-experimentation\",\"children\":[\"plataforma de testes da Braze\"]}],\", você pode experimentar diferentes ideias e otimizar os resultados com a ajuda da inteligência artificial (IA). Também é possível estudar o melhor horário e as promoções mais adequadas, por exemplo, para aproveitar as mensagens ao máximo.\"]}]]}],[\"$\",\"h4\",null,{\"id\":\"h-82ce906ad000\",\"className\":\"my-4 text-gray-900\",\"children\":[\"9. Monitore e analise os resultados\"]}],[\"$\",\"p\",null,{\"children\":[\"Para saber quais medidas são as melhores, monitore e analise os resultados. Acompanhe as métricas importantes, como taxas de cliques, abertura e conversão. Caso seja necessário, ajuste as estratégias para corrigir o rumo da campanha. Lembre-se de usar os testes A/B, porque essa é uma forma de aumentar o engajamento e o ROI.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-b59bd318bf50\",\"className\":\"my-4 text-gray-900\",\"children\":[\"10. Construa uma lista qualificada\"]}],[\"$\",\"p\",null,{\"children\":[\"Tenha uma base de e-mails objetiva, relevante e com dados limpos. Ao adotar essa medida, você consegue uma lista qualificada, que favorece a construção de um relacionamento de longo prazo.\"]}],[\"$\",\"p\",null,{\"children\":[\"A melhor forma de atingir esse objetivo é fazer uma oferta e solicitar o cadastro em troca. Você pode disponibilizar um e-book, um minicurso, um infográfico ou uma assinatura de \",[\"$\",\"em\",null,{\"children\":[\"newsletter\"]}],\", por exemplo. Assim, você monta a sua lista e cumpre as regras da Lei Geral de Proteção de Dados (LGPD).\"]}],[\"$\",\"h4\",null,{\"id\":\"h-66e31aa98b8a\",\"className\":\"my-4 text-gray-900\",\"children\":[\"11. Evite o envio excessivo de e-mails\"]}],[\"$\",\"p\",null,{\"children\":[\"As pessoas fornecem o seu endereço de e-mail e desejam receber informações, mas evite o envio excessivo. O ideal é alcançar um equilíbrio na quantidade de disparos para não saturar a sua base de usuários, já que essa situação tende a reduzir a taxa de abertura das mensagens.\"]}],[\"$\",\"p\",null,{\"children\":[\"Ao mesmo tempo, estabeleça uma frequência de envios, porque a escassez gera o desengajamento dos usuários.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-a1f6503fbc2e\",\"className\":\"my-4 text-gray-900\",\"children\":[\"12. Utilize a automação\"]}],[\"$\",\"p\",null,{\"children\":[\"Ao contar com a tecnologia para viabilizar a sua estratégia de e-mail marketing, você organiza o disparo das mensagens e pode personalizar ainda mais o conteúdo. Também pode usar gatilhos em tempo real e customizar as jornadas ao longo de todo o funil.\"]}],[\"$\",\"p\",null,{\"children\":[\"Quando você conta com recursos de inteligência artificial, tem acesso a dados em tempo real, que ajudam a hiperpersonalizar as mensagens. Essa medida vale desde um simples lembrete até um fluxo dinâmico para direcionar as pessoas para a próxima ação desejada.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Com o recurso de \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/product/journey-orchestration\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to : /product/journey-orchestration\",\"children\":[\"orquestração de jornada da Braze\"]}],\", você cria fluxos coesos e consistentes para os clientes, além de fazer experimentos e otimizações com a IA. 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