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Escola de marketing por e-mail

Está tendo problemas para entender o marketing por e-mail?

Nutshellestão aqui para ajudar. Assista aos vídeos abaixo para obter um curso intensivo sobre a terminologia e as estratégias de que você precisará para dar início aos seus esforços de marketing por e-mail. Obrigado por assistir e envie um e-mail para growth@nutshell.com para enviar suas perguntas relacionadas a marketing por e-mail diretamente para nossa equipe.

Qual é a diferença entre um boletim informativo e uma transmissão?

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Um boletim informativo é uma série temática de e-mails de marketing que são enviados aos seus assinantes regularmente. Os principais objetivos de um boletim informativo são nutrir os assinantes oferecendo valor e manter associações positivas com sua marca.

Cada boletim informativo de uma série é chamado de edição, e ser consistente com o design e a cadência das edições faz com que os leitores adquiram o hábito de abri-las.

Uma transmissão é um e-mail único para sua lista de marketing ou para um segmento dessa lista. Você enviaria uma transmissão quando tivesse algo especial para oferecer aos seus assinantes ou algo importante para dizer a eles.

As transmissões não têm edições. Elas são comunicações de marketing de serviço único, de uso único. Por esse motivo, os profissionais de marketing têm mais liberdade quando se trata da aparência e do momento em que são veiculadas.

For further reading:
How to build a newsletter that turns readers into buyers
8 newsletter design tips to help you boost clicks

Qual é a diferença entre sequências de e-mail pessoais e gotas de marketing?

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Uma sequência de e-mails pessoais é uma série de modelos de e-mails de vendas individuais que são enviados automaticamente até que o destinatário responda à sequência ou até que todas as mensagens da sequência tenham sido enviadas. Quando os e-mails chegam às caixas de entrada de seus destinatários, eles se parecem com qualquer outro e-mail pessoal que o destinatário possa receber.

Personal email sequences are great to use when you want to create a connection with your recipients and are looking to kick off a 1:1 sales conversation. Once a recipient replies to your email, their sequence ends and the real conversations can begin.

Marketing drip sequences are similar to personal email sequences, in that they are also a templated series of emails with scheduled follow-up messages. But the goal of a marketing drip sequence is to inform the recipient or get them to interact with your emails.

Marketing drip sequences are mostly curated for a target audience that you’re either working with (like customers in a specific sales territory) or marketing to (like subscribers to your newsletter).

Messages within marketing drip sequences typically contain images and stylized text. They seem as if they’re from the company or brand, rather than being personally sent by an individual. Regardless of how your recipient engages with your marketing drip sequence—whether they reply to it, click on one of its links, or ignore it—they will continue to receive the sequence.

According to the CAN-SPAM act, recipients need to opt in to receiving your marketing drip sequences as they are considered marketing emails.

For further reading:
The simple guide to drip email campaigns
How to write a killer follow-up email sequence that draws replies

Qual é a diferença entre um e-mail em massa e uma transmissão de marketing?

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Bulk emails and marketing broadcasts are both tools that help you get your message into a lot of inboxes at once, but each one has its own specific purpose.

Bulk emails are personal emails that are delivered to multiple people at once. Sales reps use templated bulk emails to re-establish contact with buyers they haven’t engaged with in a while, or even just to start a personal conversation. When they show up in recipients’ inboxes, they look just like any other personal email.

Many CRM platforms offer the ability to create email templates with merge fields and placeholder text to make your message feel more personal. The reason bulk emails offer this level of personalization is because a bulk email—just like a regular sales email—is supposed to look and sound like a one-to-one email, and its goal is to start a conversation with the recipient.

A marketing broadcast’s main purpose is to get the recipient to click on a CTA. This can take them to a registration page, a signup page, or any other targeted landing page.

Marketing broadcasts look like they’re coming from the brand itself, rather than an individual at the company, and will often include images, text styling, multi-column layouts, and buttons.

Since marketing emails are not one-to-one conversational emails, they fall under certain CAN-SPAM rules, and require permission to be sent to an audience. This is why companies require you to sign up for their email communications—they need consent.

For further reading:
The complete guide to writing much better marketing emails
The email marketing launch checklist: 8 things to check before hitting send

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