Nutshellestão aqui para o ajudar. Veja os vídeos abaixo para obter um curso intensivo sobre a terminologia e as estratégias de que necessita para iniciar os seus esforços de marketing por correio eletrónico. Obrigado por assistir e envie um e-mail para growth@nutshell.com para enviar as suas questões relacionadas com o marketing por e-mail diretamente para a nossa equipa.
Uma newsletter é uma série temática de mensagens electrónicas de marketing enviadas regularmente aos seus subscritores. Os principais objectivos de um boletim informativo consistem em alimentar os subscritores através da oferta de valor e em manter associações positivas com a sua marca.
Cada boletim informativo de uma série é designado por edição, e ser consistente quanto ao design e à cadência das suas edições faz com que os seus leitores adquiram o hábito de as abrir.
Uma difusão é uma mensagem de correio eletrónico única para a sua lista de marketing ou para um segmento dessa lista. Enviará uma difusão quando tiver algo especial para oferecer aos seus subscritores ou algo importante para lhes dizer.
As emissões não têm edições. São comunicações de marketing de serviço único e único. Por esse motivo, os profissionais de marketing têm mais liberdade no que respeita ao seu aspeto e ao momento em que são divulgadas.
For further reading:
How to build a newsletter that turns readers into buyers
8 newsletter design tips to help you boost clicks
Uma sequência de correio eletrónico pessoal é uma série de modelos de mensagens de correio eletrónico de vendas individuais que são enviadas automaticamente até que o destinatário responda à sequência ou até que todas as mensagens da sequência tenham sido enviadas. Quando as mensagens de correio eletrónico chegam às caixas de entrada dos destinatários, são semelhantes a qualquer outra mensagem de correio eletrónico 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
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
Track metrics that actually matter: clicks, conversions, revenue generated, and replies. Calculate ROI by dividing revenue gained by total email campaign cost. Monitor reply rates—they signal engagement and improve deliverability. Focus on conversion rates and customer lifetime value rather than vanity metrics like opens, which iOS privacy changes have made unreliable anyway.
There’s no universal answer—it depends on your audience and content relevance. Most B2B companies see success with 1–2 emails per week, while ecommerce brands often send 2–3. The key? Let subscribers choose their preference, segment by engagement level, and personalize content. When emails feel valuable, subscribers welcome more frequent contact. Test different cadences to find your sweet spot.
Regularly remove invalid addresses, duplicates, and unengaged subscribers (no opens/clicks for 6+ months). Monitor bounce rates and spam complaints. Run re-engagement campaigns every 60–90 days to win back inactive subscribers before removing them. A clean list improves deliverability, sender reputation, and all campaign metrics. Use validation tools to catch bad addresses at signup.
Use personal sequences (1–1 sales emails) to nurture individual leads with hands-on, personalized follow-ups. Use marketing automation for broader workflows triggered by actions, like cart abandonment or lead scoring changes. Personal sequences focus on relationship-building; automation streamlines repetitive tasks across your funnel. Combine both for maximum impact.
Segment subscribers inactive for 6+ months. Send a compelling “we miss you” email with a strong incentive (discount, exclusive content). Wait 3–5 days, then send a final “last chance” email if they didn’t engage. After a second delay, remove non-responders. Typically send 2–3 emails max to avoid spam complaints. Always allow easy unsubscribe.
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