{"id":27008,"date":"2022-06-07T23:45:37","date_gmt":"2022-06-07T15:45:37","guid":{"rendered":"https:\/\/www.webpowerx.com\/?p=27008"},"modified":"2025-02-12T14:50:22","modified_gmt":"2025-02-12T06:50:22","slug":"as-empresas-transfronteiricas-jogam-com-dominios-privados-o-marketing-por-correio-eletronico-deve-ter-nomes","status":"publish","type":"post","link":"https:\/\/www.webpowerx.com\/pt\/articles\/27008\/","title":{"rendered":"As empresas transfronteiri\u00e7as jogam com dom\u00ednios privados, o marketing por correio eletr\u00f3nico deve ter nomes"},"content":{"rendered":"<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>A ess\u00eancia do marketing por e-mail reside na gest\u00e3o de membros, sendo que os membros constituem o tr\u00e1fego privado da marca;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O marketing por e-mail n\u00e3o \u00e9 apenas uma op\u00e7\u00e3o importante para as empresas transfronteiri\u00e7as gerirem os seus canais privados, mas tamb\u00e9m uma op\u00e7\u00e3o mais econ\u00f3mica, com maior retorno sobre o investimento, maior alcance e maior precis\u00e3o.<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-right wp-block-paragraph\"><strong>--Webpower<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Seja no setor empresarial nacional ou internacional, o tr\u00e1fego \u00e9 um tema incontorn\u00e1vel na gest\u00e3o das empresas. Na era p\u00f3s-pandemia, num momento em que os benef\u00edcios do tr\u00e1fego privado est\u00e3o a explodir no mercado interno, come\u00e7amos tamb\u00e9m a refletir sobre <strong>as estrat\u00e9gias de tr\u00e1fego privado adequadas para as empresas transfronteiri\u00e7as<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nota: Este artigo aborda principalmente tr\u00eas aspetos: os desafios da gest\u00e3o de canais privados nas empresas transfronteiri\u00e7as, a rela\u00e7\u00e3o entre o marketing por e-mail e o tr\u00e1fego de canais privados, e como utilizar o marketing por e-mail para gerir esses canais. Atrav\u00e9s da an\u00e1lise de casos reais atendidos pela Webpower, o artigo demonstra de forma sistem\u00e1tica como utilizar o marketing por e-mail para desenvolver a gest\u00e3o de canais privados. O texto \u00e9 bastante extenso, pelo que pode optar por ler apenas as partes que lhe interessam ou guard\u00e1-lo para ler mais tarde.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>01 Desafios na gest\u00e3o de canais pr\u00f3prios para empresas transfronteiri\u00e7as<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Os dados revelam que, em 2020, foram processadas 2,45 mil milh\u00f5es de declara\u00e7\u00f5es de importa\u00e7\u00e3o e exporta\u00e7\u00e3o atrav\u00e9s da plataforma de gest\u00e3o do com\u00e9rcio eletr\u00f3nico transfronteiri\u00e7o da alf\u00e2ndega, o que representa um aumento de 63,31% em rela\u00e7\u00e3o ao ano anterior. O valor das importa\u00e7\u00f5es e exporta\u00e7\u00f5es do com\u00e9rcio eletr\u00f3nico transfronteiri\u00e7o ascendeu a 1,69 bili\u00f5es de yuans, um crescimento de 31,11%. <strong>Tudo indica que o com\u00e9rcio eletr\u00f3nico transfronteiri\u00e7o est\u00e1 a tornar-se um novo setor em r\u00e1pida ascens\u00e3o.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">No entanto, de um modo geral<strong>, as empresas chinesas de exporta\u00e7\u00e3o transfronteiri\u00e7a ainda demonstram algumas dificuldades na gest\u00e3o dos canais privados<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Atualmente, a gest\u00e3o do tr\u00e1fego privado pelas empresas chinesas de exporta\u00e7\u00e3o transfronteiri\u00e7as est\u00e1, em grande parte, associada \u00e0 colabora\u00e7\u00e3o com KOL\/KOC \u2014 que j\u00e1 possuem uma base de seguidores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, atualmente \u00e9 comum, em plataformas sociais como o YouTube, \u201caproveitar\u201d os seguidores de KOLs\/KOCs para vender produtos atrav\u00e9s de transmiss\u00f5es ao vivo e, por fim, dividir os lucros com base nos resultados obtidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">\u00c9 evidente que este modelo de neg\u00f3cio \u00e9 id\u00eantico ao das transmiss\u00f5es ao vivo para vendas na China: <strong>entre a marca e o tr\u00e1fego existe uma enorme barreira representada pelos KOL\/KOC; se os KOL\/KOC se forem embora, o tr\u00e1fego desaparece tamb\u00e9m<\/strong>. De acordo com os crit\u00e9rios chineses para avaliar os canais privados, isto n\u00e3o pode, de forma alguma, ser considerado uma gest\u00e3o de tr\u00e1fego bem-sucedida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e1 tamb\u00e9m empresas transfronteiri\u00e7as que tentam utilizar os Grupos do Facebook para gerir os seus canais privados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Concretamente, trata-se de criar perfis pessoais em redes sociais internacionais, como o Facebook, adicionar amigos at\u00e9 atingir cerca de 5 000 pessoas e, em seguida, atrav\u00e9s de parcerias com KOLs\/KOCs, da organiza\u00e7\u00e3o de eventos ou de transmiss\u00f5es ao vivo, convid\u00e1-los para um grupo do Facebook, a fim de realizar a\u00e7\u00f5es de gest\u00e3o de utilizadores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O que achas? N\u00e3o te parece familiar? N\u00e3o \u00e9 exatamente como um grupo do WeChat no estrangeiro?<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Mas n\u00e3o se precipite na alegria: embora o Facebook Group tenha resolvido o problema do destino do tr\u00e1fego, <strong>em compara\u00e7\u00e3o com o WeChat, n\u00e3o formou um ciclo fechado de monetiza\u00e7\u00e3o do tr\u00e1fego, al\u00e9m de ser de pequena escala e dif\u00edcil de gerir<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por conseguinte.<strong>As empresas que operam no mercado internacional necessitam de uma forma mais eficiente e precisa de gerir os seus canais privados. A Webpower considera que o marketing por e-mail pode ser a solu\u00e7\u00e3o ideal para este problema.<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>02 A rela\u00e7\u00e3o entre o marketing por e-mail e o tr\u00e1fego de dom\u00ednio privado<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O que \u00e9 o marketing por e-mail? Acredito que muitos dos que est\u00e3o a ler este artigo ainda tenham essa d\u00favida, e h\u00e1 quem o associe ao envio em massa de spam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Na verdade, <strong>o marketing por e-mail \u00e9 uma estrat\u00e9gia de marketing digital que consiste em enviar informa\u00e7\u00f5es \u00fateis a utilizadores-alvo por e-mail, desde que estes tenham dado o seu consentimento pr\u00e9vio.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O marketing por e-mail \u00e9 uma estrat\u00e9gia de marketing digital que consiste em enviar informa\u00e7\u00f5es \u00fateis a utilizadores-alvo por e-mail, desde que estes tenham dado o seu consentimento pr\u00e9vio.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">A sua <strong>premissa baseia-se na \u201cautoriza\u00e7\u00e3o do utilizador\u201d e na transmiss\u00e3o de \u201cinforma\u00e7\u00e3o valiosa\u201d,<\/strong> algo que o spam n\u00e3o consegue fazer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sendo um modelo de marketing de longa data, o marketing por e-mail conta com uma aplica\u00e7\u00e3o ampla e consolidada no mercado internacional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Para muitas grandes empresas, como <strong>a Amazon, que conta com uma base de membros de centenas de milh\u00f5es, o marketing por e-mail tem sido fundamental<\/strong>;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"880\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-6.jpeg\" alt=\"\" class=\"wp-image-27087\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Os e-mails de recupera\u00e7\u00e3o da Amazon, dirigidos a clientes sens\u00edveis ao pre\u00e7o, oferecem descontos especiais com base em dados de grande volume, tendo obtido excelentes resultados na recupera\u00e7\u00e3o de clientes<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Marcas como <strong>a Uber, o BuzzFeed e a Dropbox<\/strong> tamb\u00e9m consideram o marketing por e-mail uma estrat\u00e9gia importante para ampliar a sua visibilidade e manter o relacionamento com os membros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Hoje em dia, parece que <strong>a ess\u00eancia do marketing por e-mail reside na gest\u00e3o de membros, sendo que os membros constituem o tr\u00e1fego privado da marca<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A ess\u00eancia do marketing por e-mail reside na gest\u00e3o de membros, e esses membros constituem o tr\u00e1fego privado da marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Al\u00e9m disso, <strong>o marketing por e-mail n\u00e3o \u00e9 apenas uma op\u00e7\u00e3o importante para a gest\u00e3o de canais privados nas opera\u00e7\u00f5es de marcas internacionais, mas tamb\u00e9m uma estrat\u00e9gia de marketing de canais privados que apresenta custos mais baixos, maior retorno, maior taxa de alcance e maior precis\u00e3o<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">O <strong>site Envelopes.com,<\/strong> que oferece servi\u00e7os de envelopes e cart\u00f5es, \u00e9 um excelente exemplo:<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Com base em dados de grande volume, identificam os principais tipos de produtos que os clientes abandonam nos carrinhos de compras, <strong>classificando-os em \u00ababandono por tipo de produto\u00bb, \u00ababandono do carrinho\u00bb e \u00ababandono do checkout\u00bb, e acionam automaticamente os e-mails correspondentes a cada um desses tr\u00eas tipos<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conseguiu-se assim reduzir o abandono no checkout em 40% e aumentar a taxa de convers\u00e3o l\u00edquida da empresa em 65%. E o custo do envio de e-mails \u00e9 praticamente insignificante no or\u00e7amento de marketing!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sem exagero, utilizar bem o marketing por e-mail pode, na gest\u00e3o de canais privados, ter um efeito multiplicador em quest\u00e3o de minutos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>03 Como gerir o espa\u00e7o privado atrav\u00e9s do marketing por e-mail<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Para fazer um bom marketing por e-mail, n\u00e3o se pode prescindir de <strong>ferramentas, estrat\u00e9gias e execu\u00e7\u00e3o<\/strong>. Ap\u00f3s um longo per\u00edodo de experimenta\u00e7\u00e3o, a Webpower resumiu este conjunto de m\u00e9todos:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>(1) Plataforma (ferramenta) de envio de e-mails fi\u00e1vel<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A plataforma de envio de e-mails \u00e9 um canal de marketing e uma ferramenta para a realiza\u00e7\u00e3o de campanhas de e-mail marketing; \u00e9 gra\u00e7as a ela que as empresas transfronteiri\u00e7as podem gerir mais facilmente as suas opera\u00e7\u00f5es no dom\u00ednio privado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Por exemplo<strong>, a plataforma de marketing por e-mail Webpower<\/strong> permite:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>- Envio autom\u00e1tico de e-mails em massa<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>- E-mails autom\u00e1ticos<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>- Envio segmentado por grupos de utilizadores<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>- Pain\u00e9is de dados, an\u00e1lise de dados<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>- Refer\u00eancias para a edi\u00e7\u00e3o do conte\u00fado e do estilo dos e-mails<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00f3 com este conjunto de ferramentas \u00e9 que se pode avan\u00e7ar para os passos seguintes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>(2) Obter a lista de e-mails (base de contactos)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Para que o marketing por e-mail seja bem-sucedido, \u00e9 essencial dispor de uma lista de e-mails com o consentimento dos utilizadores, que equivale ao reservat\u00f3rio de tr\u00e1fego privado da empresa.<strong>O processo de obten\u00e7\u00e3o de listas de e-mail equivale ao processo de capta\u00e7\u00e3o de tr\u00e1fego para canais privados na China.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais concretamente, podemos fazer com que os clientes forne\u00e7am voluntariamente o seu endere\u00e7o de e-mail atrav\u00e9s de orienta\u00e7\u00f5es de registo no site, em miniaplicativos, em aplica\u00e7\u00f5es m\u00f3veis e em processos de registo de membros.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>(3) Elabora\u00e7\u00e3o de uma estrat\u00e9gia de marketing por e-mail (opera\u00e7\u00f5es)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Depois de ter feito um bom trabalho de \u201ccapta\u00e7\u00e3o de tr\u00e1fego\u201d na etapa anterior, o que est\u00e1 agora em jogo \u00e9 a capacidade de \u201cgest\u00e3o\u201d; no contexto do marketing por e-mail, isso traduz-se na defini\u00e7\u00e3o de uma estrat\u00e9gia de marketing por e-mail. Concretamente, podemos seguir estes princ\u00edpios e t\u00e9cnicas<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#: O conte\u00fado \u00e9 rei<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O e-mail, por si s\u00f3, \u00e9 apenas um meio de comunica\u00e7\u00e3o; o sucesso dos objetivos de marketing depende, acima de tudo, do conte\u00fado do e-mail. Por isso, ao elaborar o conte\u00fado do e-mail, \u00e9 importante ter em conta tr\u00eas aspetos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tema claro<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>O conte\u00fado deve ser conciso, mas deve incluir pontos de interesse<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Formato claro<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, o e-mail abaixo tem uma estrutura clara e destaca bem os benef\u00edcios, o que torna dif\u00edcil recusar a proposta.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"640\" height=\"420\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-14.png\" alt=\"\" class=\"wp-image-27085\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Envio por grupos #<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Enviar o mesmo e-mail a todos os utilizadores \u00e9 uma abordagem simplista<\/strong>; devemos analisar as tend\u00eancias dos utilizadores com base nos dados de feedback dos e-mails enviados, segmentar os utilizadores e, com base nisso, enviar conte\u00fados de e-mail diferenciados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Melhor hora para enviar o teste #<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Numa fase inicial, podemos realizar alguns testes para avaliar a efic\u00e1cia do envio de e-mails em diferentes ciclos e intervalos de tempo, para depois determinar o melhor hor\u00e1rio de envio; esta abordagem ser\u00e1 certamente mais eficiente do que o envio aleat\u00f3rio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#: envio priorit\u00e1rio para utilizadores priorit\u00e1rios<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Quer se trate de e-mails ou de outras formas de marketing, os utilizadores que acabam por oferecer valor representam sempre apenas uma parte da pir\u00e2mide<\/strong>; por isso, estes utilizadores s\u00e3o o nosso foco principal, e podemos criar conte\u00fados de e-mail mais personalizados para eles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A # ajusta continuamente a sua estrat\u00e9gia com base no feedback recebido<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Os utilizadores n\u00e3o s\u00e3o imut\u00e1veis, pelo que tamb\u00e9m n\u00e3o existe uma estrat\u00e9gia de marketing por e-mail que seja v\u00e1lida para sempre<\/strong>; s\u00f3 atrav\u00e9s de ajustes cont\u00ednuos com base nos dados obtidos a partir do feedback \u00e9 que se consegue maximizar os resultados do marketing de canal pr\u00f3prio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os principais indicadores que refletem a efic\u00e1cia do marketing por e-mail s\u00e3o os seguintes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Taxa de entrega: n\u00famero de e-mails entregues com sucesso na caixa de entrada dos utilizadores \u00f7 total de e-mails enviados; um indicador da qualidade da plataforma de envio de e-mails<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Taxa de abertura: n\u00famero de utilizadores que abriram o e-mail \u00f7 n\u00famero de utilizadores que receberam o e-mail<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Taxa de cliques: n\u00famero de utilizadores que clicaram nos links do e-mail \u00f7 n\u00famero de utilizadores que receberam o e-mail<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>CTO: N\u00famero de utilizadores que clicaram nos links do e-mail \u00f7 n\u00famero de utilizadores que abriram o e-mail; este \u00e9 um indicador importante para avaliar a qualidade do conte\u00fado do e-mail<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Com base numa an\u00e1lise integrada de v\u00e1rios indicadores, combinada com ajustes oportunos em fun\u00e7\u00e3o do feedback dos utilizadores, \u00e9 poss\u00edvel criar e-mails de marketing mais eficazes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>(4) Estrat\u00e9gias das diferentes empresas<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As diferentes empresas transfronteiri\u00e7as apresentam algumas diferen\u00e7as na forma como utilizam o marketing por e-mail para gerir os seus canais privados:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Destinado a empresas B2B<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Estrat\u00e9gia: gest\u00e3o detalhada, com \u00eanfase na manuten\u00e7\u00e3o do contacto<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os servi\u00e7os B2B destinam-se a empresas; a base de utilizadores n\u00e3o \u00e9 assim t\u00e3o vasta e a convers\u00e3o de utilizadores n\u00e3o \u00e9 frequente; no entanto, quando se concretiza uma venda, o valor m\u00e9dio por cliente \u00e9 elevado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Por isso, em termos de estrat\u00e9gia, <strong>n\u00e3o precisamos de \u201cincomodar\u201d os clientes com demasiada frequ\u00eancia; preferimos manter um contacto relativamente est\u00e1vel com eles e, quando necess\u00e1rio, inform\u00e1-los sobre os nossos servi\u00e7os<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, no caso de um fornecedor de servi\u00e7os relacionados com semicondutores que a Webpower j\u00e1 serviu, ao definir a estrat\u00e9gia de marketing por e-mail, ajud\u00e1mo-lo a reestruturar o seu sistema de marketing por e-mail em seis etapas \u2014 otimiza\u00e7\u00e3o da codifica\u00e7\u00e3o dos e-mails; normaliza\u00e7\u00e3o da frequ\u00eancia e do calend\u00e1rio de envio, bem como cria\u00e7\u00e3o de uma base de dados de E-CRM; apoio na reorganiza\u00e7\u00e3o dos dados, para permitir um envio de e-mails mais preciso\u2026<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"640\" height=\"357\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-12.png\" alt=\"\" class=\"wp-image-27083\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">As estat\u00edsticas finais revelam que tanto a satisfa\u00e7\u00e3o dos clientes como a influ\u00eancia da marca no setor registaram um aumento significativo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Destinado a empresas B2C<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Estrat\u00e9gia: marketing por e-mail baseado no ciclo de vida, capaz de estimular diretamente as convers\u00f5es<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">De acordo com uma observa\u00e7\u00e3o realizada ao longo dos anos pela Webpower, <strong>o ciclo de vida dos utilizadores \u00e9 muito semelhante \u00e0s fases de um relacionamento amoroso<\/strong>, podendo ser dividido, em termos gerais, em seis fases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Fase de desconhecimento (primeiro encontro)<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Per\u00edodo de experi\u00eancia (conhecer)<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Per\u00edodo de confian\u00e7a (simpatia)<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Fase de partilha (paix\u00e3o)<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Fase de estabiliza\u00e7\u00e3o (lealdade)<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Recess\u00e3o (t\u00e9dio)<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ao definir estrat\u00e9gias de marketing adequadas para cada fase, \u00e9 poss\u00edvel cultivar gradualmente a fidelidade dos utilizadores e refor\u00e7ar as convers\u00f5es.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A seguir, analisamos um caso B2C em que a Webpower prestou servi\u00e7os. Trata-se de uma empresa que presta principalmente servi\u00e7os de manuten\u00e7\u00e3o e gest\u00e3o de sites, cujo site tem como produtos principais vestidos de noiva e vestidos de cerim\u00f3nia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com base na compreens\u00e3o do ciclo de vida do utilizador, a Webpower concebeu o seguinte conjunto completo de solu\u00e7\u00f5es de gest\u00e3o do ecossistema privado.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase de desconhecimento do utilizador<\/strong> \u2014 Otimizar o formul\u00e1rio de subscri\u00e7\u00e3o, aumentar o interesse dos utilizadores e melhorar a taxa de abertura<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"461\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-15.png\" alt=\"\" class=\"wp-image-27086\"\/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase da experi\u00eancia do utilizador<\/strong> \u2014 Definir o ciclo de vida do utilizador, aperfei\u00e7oar as mensagens autom\u00e1ticas do sistema e incentivar o utilizador a reagir e interagir mais<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"444\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-16.png\" alt=\"\" class=\"wp-image-27088\"\/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"448\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-13.png\" alt=\"\" class=\"wp-image-27084\"\/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase de fideliza\u00e7\u00e3o do utilizador<\/strong> \u2014 Envio regular de e-mails promocionais para manter os utilizadores ativos<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"435\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-19.png\" alt=\"\" class=\"wp-image-27091\"\/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase de partilha entre utilizadores (propaga\u00e7\u00e3o)<\/strong> \u2014 Marketing integrado multicanal para maximizar o valor do utilizador<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"425\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-18.png\" alt=\"\" class=\"wp-image-27090\"\/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase de estabiliza\u00e7\u00e3o do utilizador<\/strong> \u2014 personaliza\u00e7\u00e3o de e-mails, para que o utilizador desfrute de um servi\u00e7o personalizado<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"405\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2024\/10\/image-17.png\" alt=\"\" class=\"wp-image-27089\"\/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase de decl\u00ednio da base de utilizadores<\/strong> \u2014 Mecanismo de e-mails de recupera\u00e7\u00e3o, que estimula os pontos sens\u00edveis dos utilizadores para despertar um novo interesse<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>De acordo com as estat\u00edsticas,<\/strong> gra\u00e7as \u00e0s campanhas de marketing da Webpower<strong>, as taxas de abertura de e-mails, de cliques no site e de convers\u00e3o est\u00e3o todas acima dos padr\u00f5es do setor<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclus\u00e3o:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O e-mail, um modelo de marketing aparentemente antiquado, continua a revelar uma import\u00e2ncia insubstitu\u00edvel, mesmo num contexto empresarial em constante evolu\u00e7\u00e3o. Na sua ess\u00eancia, trata-se da profunda sobreposi\u00e7\u00e3o e intera\u00e7\u00e3o entre o marketing tradicional de membros e o conceito emergente de \u00abespa\u00e7o privado\u00bb. Se pretende descobrir novas formas de utilizar o e-mail e o \u00abespa\u00e7o privado\u00bb, a Webpower \u00e9 o local certo!<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center wp-block-paragraph translation-block\">Declara\u00e7\u00e3o de Direitos da Webpower<br>Webpower China Todos os direitos reservados.<\/p>\n<\/blockquote>","protected":false},"excerpt":{"rendered":"<p>\u90ae\u4ef6\u8425\u9500\u7684\u672c\u8d28\u662f\u4f1a\u5458\u8fd0\u8425\uff0c\u800c\u4f1a\u5458\uff0c\u5c31\u662f\u54c1\u724c\u7684\u79c1\u57df\u6d41\u91cf\uff1b \u90ae\u4ef6\u8425\u9500\u4e0d\u4ec5\u662f\u8de8\u5883\u4f01\u4e1a\u8fd0\u8425\u79c1\u57df\u7684\u91cd\u8981\u9009\u62e9\uff0c\u4e5f\u662f\u6210\u672c\u66f4\u4f4e [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":27572,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70,40,67],"tags":[56,75,53,74,69],"class_list":["post-27008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recommend","category-top-news","category-white-paper","tag-scrm","tag-75","tag-53","tag-74","tag-69"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"\u90ae\u4ef6\u8425\u9500\u7684\u672c\u8d28\u662f\u4f1a\u5458\u8fd0\u8425\uff0c\u800c\u4f1a\u5458\uff0c\u5c31\u662f\u54c1\u724c\u7684\u79c1\u57df\u6d41\u91cf\uff1b \u90ae\u4ef6\u8425\u9500\u4e0d\u4ec5\u662f\u8de8\u5883\u4f01\u4e1a\u8fd0\u8425\u79c1\u57df\u7684\u91cd\u8981\u9009\u62e9\uff0c\u4e5f\u662f\u6210\u672c\u66f4\u4f4e\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta 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