Na última terça-feira, dia 23 de outubro, os principais fatores que influenciam na entrega do e-mail marketing foram discutidos durante um curso oferecido pela All In Mail que reuniu cerca de 20 convidados, entre lojistas virtuais e profissionais de comunicação e marketing.
Na ocasião, Any Zamaro, coordenadora de produto e Bárbara Gengo, analista de comunicação, ambas da All In Mail, abordaram os pontos que devem receber atenção durante todo o desenvolvimento da campanha. Por meio de exemplos de ações já realizadas no mercado, os convidados tiveram acesso a definições e dicas estratégicas para evitar ações que prejudiquem a entrega de seu e-mail e aos riscos a que estão submetidas às empresas que insistem em enviar SPAM.
Existem detalhes que muitas vezes passam despercebidos, mas que podem fazer toda a diferença na batalha pela atenção e na construção de relacionamentos com os usuários. “Além de um assunto de destaque, temos que tomar cuidado com o remetente, às vezes personalizamos o envio, porém sai como automatico@loja.com.br, o que não pega nada bem. Por mais que o cliente saiba disso, mexe com o emocional ver descaradamente que ele está em uma lista de disparos automatizados”, diz Any.
Muitas vezes, pequenas mudanças nas rotinas mais comuns podem garantir elevações significativas nas taxas de entrega. Para minimizar os problemas com blacklists e melhorar a capacidade de entrega das mensagens, alguns cuidados simples são primordiais. “Possuir um sistema de opt-in claro, que deixe o usuário escolher se quer mesmo receber e-mails e um link de opt-out de fácil localização e que funciona de forma eficiente, reduz potencialmente o número de denúncias de spam, assim, consequentemente, a reputação do remetente perante o provedor começa a melhorar” explica Bárbara.
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