{"id":9745,"date":"2024-02-12T12:12:01","date_gmt":"2024-02-12T10:12:01","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/?p=9745"},"modified":"2024-02-16T16:12:48","modified_gmt":"2024-02-16T14:12:48","slug":"maximizar-o-potencial-do-marketing-por-correio-eletronico-a-ciencia-por-detras-da-higiene-dos-dados-em-2024","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pt\/maximizando-el-potencial-del-email-marketing-la-ciencia-detras-de-la-higiene-de-datos-en-2024\/masterbase\/","title":{"rendered":"Maximizar o potencial do marketing por correio eletr\u00f3nico: a ci\u00eancia por detr\u00e1s da higiene dos dados em 2024"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Como o nome sugere, a higiene dos dados mant\u00e9m a sua base de dados de marketing por correio eletr\u00f3nico saud\u00e1vel, limpa e arrumada. Melhora os seus resultados e garante que as suas mensagens chegam \u00e0s caixas de entrada dos seus destinat\u00e1rios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O que \u00e9 a higiene dos dados no marketing por correio eletr\u00f3nico?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como toda a boa higiene, a \"higiene dos dados de marketing por correio eletr\u00f3nico\" n\u00e3o \u00e9 apenas uma a\u00e7\u00e3o, mas um conjunto de ac\u00e7\u00f5es, um plano de v\u00e1rias etapas para melhorar as campanhas de marketing por correio eletr\u00f3nico de uma marca, actualizando e verificando constantemente as informa\u00e7\u00f5es dos assinantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na sua forma mais simples, os servi\u00e7os de higiene dos dados de marketing por correio eletr\u00f3nico analisam os dados e removem endere\u00e7os de marketing por correio eletr\u00f3nico inv\u00e1lidos ou obsoletos. \u00c9 uma forma de limpar, manter e validar os dados de marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As empresas devem estabelecer rotinas regulares para a higieniza\u00e7\u00e3o dos seus dados de marketing por correio eletr\u00f3nico, sendo que esta periodicidade deve ser, no m\u00ednimo, anual.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Porqu\u00ea aplicar a higiene ao marketing por correio eletr\u00f3nico?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e1 muitas raz\u00f5es para eliminar registos das suas listas de dados, sendo as mais comuns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mensagens devolvidas (indicando endere\u00e7os incorrectos ou inv\u00e1lidos).<\/li>\n\n\n\n<li>Dados inexactos (por exemplo, endere\u00e7os de correio eletr\u00f3nico com erros)<\/li>\n\n\n\n<li>Inatividade<\/li>\n\n\n\n<li>Falta de empenhamento (dentro de um prazo razo\u00e1vel e detectada pela n\u00e3o abertura de mensagens)<\/li>\n\n\n\n<li>Baixa taxa de entrega (por exemplo, devolu\u00e7\u00f5es frequentes e queixas de spam)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">E n\u00e3o tem de eliminar imediatamente esses endere\u00e7os de correio eletr\u00f3nico. Pode dar a si pr\u00f3prio algum tempo ap\u00f3s cada revis\u00e3o para voltar a envolver os destinat\u00e1rios n\u00e3o envolvidos e reconquistar os subscritores inactivos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Quais s\u00e3o as vantagens da higiene dos dados do marketing por correio eletr\u00f3nico?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os benef\u00edcios para a sua pr\u00f3pria gest\u00e3o s\u00e3o bastante \u00f3bvios:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Livra-se dos subscritores desinteressados.<\/li>\n\n\n\n<li>Mant\u00e9m uma base de f\u00e3s verdadeiramente empenhada.<\/li>\n\n\n\n<li>Incentiva o bom comportamento digital. <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Mas uma boa higiene dos dados n\u00e3o beneficia apenas o utilizador, beneficia tamb\u00e9m os seus assinantes!<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Valida se as informa\u00e7\u00f5es sobre o seu p\u00fablico est\u00e3o \"limpas\", ou seja, sem dados err\u00f3neos.<\/li>\n\n\n\n<li>Corrigir informa\u00e7\u00f5es inexactas e desactualizadas. Para al\u00e9m dos endere\u00e7os electr\u00f3nicos, devem ser verificados os endere\u00e7os postais, os nomes e as prefer\u00eancias.<\/li>\n\n\n\n<li>Em \u00faltima an\u00e1lise, isto melhora as suas mensagens de marketing por correio eletr\u00f3nico direccionadas e aumenta a sua capacidade de utilizar linhas de assunto personalizadas.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Entretanto, os benef\u00edcios da higiene dos dados para a sua empresa s\u00e3o igualmente importantes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tem mais hip\u00f3teses de chegar \u00e0s caixas de entrada dos subscritores.<\/li>\n\n\n\n<li>Uma vantagem menos vis\u00edvel \u00e9 a capacidade de melhorar a reputa\u00e7\u00e3o da sua empresa enquanto remetente. <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Este aspeto um pouco mais oculto indica aos fornecedores de marketing por correio eletr\u00f3nico se a sua marca \u00e9 digna de confian\u00e7a e as caixas de entrada s\u00e3o organizadas em conformidade. As mensagens enviadas por contas com uma boa reputa\u00e7\u00e3o s\u00e3o colocadas no topo, enquanto as mensagens de contas com uma reputa\u00e7\u00e3o med\u00edocre s\u00e3o frequentemente relegadas para a pasta de spam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As contas com m\u00e1 reputa\u00e7\u00e3o t\u00eam um destino ainda pior: s\u00e3o colocadas numa lista negra e os seus envios s\u00e3o bloqueados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uma caixa de entrada vazia \u00e9 uma prova concreta de perda de receitas. Nenhum fornecedor de correio eletr\u00f3nico quer bloquear conte\u00fados valiosos, mas tamb\u00e9m n\u00e3o quer que os utilizadores se afoguem em burlas e spam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 por isso que temos este sistema de reputa\u00e7\u00e3o de remetente: protege-nos a n\u00f3s e aos nossos consumidores. Tire partido dele!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dicas para trabalhar na higiene dos dados:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><\/strong><strong>N\u00e3o compre listas de contactos<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Para al\u00e9m de serem pouco \u00e9ticas, estas estrat\u00e9gias de crescimento ditas \"f\u00e1ceis\" est\u00e3o longe de ser o que dizem ser, uma vez que estas listas est\u00e3o cheias de pessoas que n\u00e3o querem ter nada a ver com o seu neg\u00f3cio. Al\u00e9m disso, a maioria delas cont\u00e9m armadilhas de spam e e-mails inv\u00e1lidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e3o um desperd\u00edcio de dinheiro e uma forma segura de diminuir a sua reputa\u00e7\u00e3o. Al\u00e9m disso, muitos fornecedores de correio eletr\u00f3nico bloquear\u00e3o a sua conta por utilizar dados de origem e reputa\u00e7\u00e3o duvidosas. Pode enviar mensagens de correio eletr\u00f3nico durante todo o dia, mas elas n\u00e3o chegar\u00e3o \u00e0 caixa de entrada!<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preste aten\u00e7\u00e3o aos contactos inactivos<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Mantenha-se atento aos seus subscritores inactivos. N\u00e3o concentre toda a sua energia nos assinantes envolvidos. Os utilizadores inactivos e n\u00e3o envolvidos s\u00e3o igualmente importantes, pois servem como indicadores do sucesso de cada campanha de marketing por correio eletr\u00f3nico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m disso, s\u00e3o t\u00e3o importantes como os cliques consistentes. Eles dizem-lhe o que n\u00e3o funciona. E, se precisar de mais informa\u00e7\u00f5es, pode utilizar formul\u00e1rios Web para lhes perguntar por que raz\u00e3o n\u00e3o est\u00e3o interessados no seu conte\u00fado.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Aprender as no\u00e7\u00f5es b\u00e1sicas de marketing por correio eletr\u00f3nico<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A monitoriza\u00e7\u00e3o das suas m\u00e9tricas \u00e9 uma das muitas pr\u00e1ticas recomendadas a ter em conta ao iniciar o seu percurso de marketing por correio eletr\u00f3nico.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ser profissional<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Envie sempre mensagens de correio eletr\u00f3nico a partir de um endere\u00e7o de correio eletr\u00f3nico profissional com autentica\u00e7\u00e3o de mensagens baseada no dom\u00ednio. Mais especificamente, utilize um nome de remetente e um dom\u00ednio profissionais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uma mensagem de correio eletr\u00f3nico enviada por \"info@example.com\" \u00e9 mais fi\u00e1vel do que por \"steviefromsales@hotmail.com\".<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Estrat\u00e9gias avan\u00e7adas para a manuten\u00e7\u00e3o da higiene<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Auditorias pormenorizadas:<\/strong> Realize auditorias regulares e aprofundadas para identificar n\u00e3o s\u00f3 endere\u00e7os de correio eletr\u00f3nico inv\u00e1lidos, mas tamb\u00e9m padr\u00f5es de intera\u00e7\u00e3o baixos que possam indicar falta de envolvimento.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Campanhas de reativa\u00e7\u00e3o e de recupera\u00e7\u00e3o:<\/strong> Desenvolva estrat\u00e9gias espec\u00edficas para reativar os assinantes inactivos, oferecendo conte\u00fados exclusivos ou incentivos para reavivar o seu interesse.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Feedback ativo dos subscritores:<\/strong> Implemente mecanismos para obter feedback direto dos seus subscritores sobre as suas prefer\u00eancias e percep\u00e7\u00f5es, de modo a permitir-lhe ajustar as suas estrat\u00e9gias de forma din\u00e2mica.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Forma\u00e7\u00e3o cont\u00ednua:<\/strong> Mantenha os seus subscritores informados sobre como gerir as suas prefer\u00eancias de subscri\u00e7\u00e3o e o valor que os seus e-mails trazem, promovendo uma base de dados mais empenhada e consciente.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Um olhar sobre o futuro: higiene dos dados em 2024 e mais al\u00e9m<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 medida que 2024 avan\u00e7a, a higiene dos dados \u00e9 posicionada como um elemento cr\u00edtico do sucesso do marketing por correio eletr\u00f3nico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As empresas que adoptarem uma abordagem proactiva e estrat\u00e9gica n\u00e3o s\u00f3 melhorar\u00e3o as suas m\u00e9tricas actuais, como tamb\u00e9m estar\u00e3o na vanguarda da efic\u00e1cia das suas comunica\u00e7\u00f5es digitais, estabelecendo padr\u00f5es mais elevados de intera\u00e7\u00e3o com os seus p\u00fablicos.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/masterbase.com\/pt\/es\/es\/lista-de-contactos-comprar-arrendar-construir\/base-principal\/\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"370\" height=\"240\" data-attachment-id=\"10240\" data-permalink=\"https:\/\/masterbase.com\/pt\/maximizando-el-potencial-del-email-marketing-la-ciencia-detras-de-la-higiene-de-datos-en-2024\/masterbase\/captura-de-pantalla-2024-02-16-151047\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?fit=370%2C240&amp;ssl=1\" data-orig-size=\"370,240\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook email  lista de contacto\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?fit=300%2C195&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?fit=370%2C240&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?resize=370%2C240&#038;ssl=1\" alt=\"\" class=\"wp-image-10240\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?w=370&amp;ssl=1 370w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?resize=300%2C195&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 370px) 100vw, 370px\" \/><\/a><\/figure>","protected":false},"excerpt":{"rendered":"<p>O marketing por correio eletr\u00f3nico \u00e9 como um ve\u00edculo. \u00c9 uma m\u00e1quina eficiente e extraordin\u00e1ria que requer manuten\u00e7\u00e3o regular, e a higiene dos dados \u00e9 uma parte essencial dessa manuten\u00e7\u00e3o.<\/p>","protected":false},"author":239642484,"featured_media":7732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1405],"tags":[1414,1421],"class_list":["post-9745","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing","tag-higiene-de-datos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Maximizar el potencial del Email Marketing: 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