{"id":118112,"date":"2015-07-08T00:00:00","date_gmt":"2015-07-07T22:00:00","guid":{"rendered":"https:\/\/www.mdirector.com\/2016\/01\/29\/as-4-metricas-de-e-mail-marketing-basicas\/"},"modified":"2022-04-19T13:47:34","modified_gmt":"2022-04-19T11:47:34","slug":"4-metricas-basicas-e-mail-marketing","status":"publish","type":"post","link":"https:\/\/www.mdirector.com\/pt\/blog\/4-metricas-basicas-e-mail-marketing\/","title":{"rendered":"As 4 m\u00e9tricas de e-mail marketing b\u00e1sicas"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><link rel=\"preload\" as=\"image\" href=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/funnel-conversiones-2-01.png\" imagesizes=\"(max-width: 1100px) 100vw, 1100px\" \/><img decoding=\"async\" class=\"aligncenter size-full wp-image-5433\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/funnel-conversiones-2-01.png\" alt=\"m\u00e9tricas de email marketing\" \/><\/p>\n<p style=\"text-align: justify;\">O que n\u00e3o \u00e9 medido n\u00e3o \u00e9 poss\u00edvel melhorar. Qualquer campanha de e-mail marketing administrada com uma plataforma de emailing profissional como MDirector vem acompanhada por uma infinidade de dados fundamentais para conhecer se os esfor\u00e7os est\u00e3o dando seus frutos ou ao contr\u00e1rio, \u00e9 necess\u00e1rio realizar modifica\u00e7\u00f5es.<\/p>\n<p style=\"text-align: justify;\">Com uma plataforma como MDirector voc\u00ea poder\u00e1 conseguir dados em bruto sobre os aspectos mais variados:<\/p>\n<ul>\n<li style=\"text-align: justify;\">Envios: A quantidade de e-mails que voc\u00ea envia em cada campanha.<\/li>\n<li style=\"text-align: justify;\">Aberturas: O volume de e-mails que abrem seus usu\u00e1rios.<\/li>\n<li style=\"text-align: justify;\">Falhados: O n\u00famero de e-mails que s\u00e3o devolvidos pelo administrador do correio do usu\u00e1rio seja por rebotes duros como por rebotes suaves.<\/li>\n<li style=\"text-align: justify;\">Cliques sobre enviados: O n\u00famero de vezes que \u00e9 clicado sobre cada um dos links que aparecem na mensagem do e-mail para conectar com as diferentes landing pages.<\/li>\n<li style=\"text-align: justify;\">Baixas: A quantidade de assinantes que tenham solicitado dar-se de baixa da base de dados.<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDICE DE CONTE\u00daDOS <\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/4-metricas-basicas-e-mail-marketing\/#Converter_dados_em_conhecimento_em_tempo_real\" >Converter dados em conhecimento em tempo real<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/4-metricas-basicas-e-mail-marketing\/#Quais_metricas_de_e-mail_marketing_interessam_a_seu_negocio\" >Quais m\u00e9tricas de e-mail marketing interessam a seu neg\u00f3cio?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/4-metricas-basicas-e-mail-marketing\/#1-_Taxa_de_rebote\" >1.- Taxa de rebote<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/4-metricas-basicas-e-mail-marketing\/#2-_Taxa_de_abertura\" >2.- Taxa de abertura<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/4-metricas-basicas-e-mail-marketing\/#3-_Taxa_de_cliques_sobre_entregados_CTR_%E2%80%93_Click_Through_Rate\" >3.- Taxa de cliques sobre entregados (CTR \u2013 Click Through Rate)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/4-metricas-basicas-e-mail-marketing\/#4-_Taxa_de_conversao\" >4.- Taxa de convers\u00e3o<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Converter_dados_em_conhecimento_em_tempo_real\"><\/span>Converter dados em conhecimento em tempo real<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Por\u00e9m, um bom sistema de relat\u00f3rios n\u00e3o somente deve ficar com os dados brutos como tamb\u00e9m que \u00e9 essencial que ofere\u00e7a a informa\u00e7\u00e3o de uma maneira simples e em tempo real. Somente assim poder\u00e1 converter os dados em conhecimento.<\/p>\n<p style=\"text-align: justify;\">Analisar as m\u00e9tricas de sua campanha de e-mail marketing ajudar\u00e1 a voc\u00ea otimizar os envios melhorando as campanhas e como consequ\u00eancia, aumentar as vendas. Por\u00e9m por cima de tudo, o mais importante \u00e9 criar uma verdadeira cultura de medi\u00e7\u00e3o que defina m\u00e9tricas relevantes e em tempo real que permita voc\u00ea a tomar decis\u00f5es adequadas no momento oportuno. E analisar m\u00e9tricas em rela\u00e7\u00e3o uma com as outras para conseguir extrair conhecimento dos dados obtidos.<\/p>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"Quais_metricas_de_e-mail_marketing_interessam_a_seu_negocio\"><\/span>Quais m\u00e9tricas de e-mail marketing interessam a seu neg\u00f3cio?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Cada empresa e cada setor tem seus diferencias. Mais existem uma s\u00e9rie de m\u00e9tricas de e-mail marketing comuns a todas elas que s\u00e3o b\u00e1sicas na hora de analisar se sua campanha est\u00e1 funcionando. Os principais a considerar s\u00e3o:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1-_Taxa_de_rebote\"><\/span>1.- Taxa de rebote<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">A taxa de rebote identifica quantos dos correios eletr\u00f4nicos enviados n\u00e3o chegaram a seu destinat\u00e1rio. \u00c9 a porcentagem sobre o total de e-mails enviados que n\u00e3o chegaram a caixa de entrada de um destinat\u00e1rio. A taxa de baixas pode produzir-se por 2 motivos:<\/p>\n<ul>\n<li style=\"text-align: justify;\">Rebotes duros: dire\u00e7\u00f5es inv\u00e1lidas devido a uma conta de correio inexistente ou que est\u00e1 mal escrita.<\/li>\n<li style=\"text-align: justify;\">Rebotes suaves: neste caso volta a gerar uma tentativa de envio, dado que o rebote por efeitos circunstanciais como que a caixa de entrada est\u00e1 cheia ou problemas com o servidor de destino.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4762\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/tasa-rebote-1024x275-2.jpg\" alt=\"tasa de rebote\" width=\"819\" height=\"220\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2-_Taxa_de_abertura\"><\/span>2.- Taxa de abertura<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">A taxa de abertura mostra a quantidade de pessoas que tenha recebido seu e-mail e ou tenham aberto. Hist\u00f3ricamente essa anal\u00edtica foi considerado fundamental j\u00e1 que de nada serve inverter em uma campanha se n\u00e3o consiga que seu usu\u00e1rio se interesse pela sua mensagem.<\/p>\n<p style=\"text-align: justify;\">Esta taxa n\u00e3o \u00e9 100% confi\u00e1vel devido que depende geralmente de fatores como que o cliente de correio eletr\u00f4nico seja capaz de mostrar HTML com imagens. Por\u00e9m, \u00e9 um dado de muito valor para analisar as tend\u00eancias gerais ao trabalhar em tempo sobre uma mesma lista de e-mails segmentada.<\/p>\n<p style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter wp-image-4763\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/tasa-apertura-1024x275-1.jpg\" alt=\"tasa de aperturas\" width=\"819\" height=\"220\" \/><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"3-_Taxa_de_cliques_sobre_entregados_CTR_%E2%80%93_Click_Through_Rate\"><\/span>3.- Taxa de cliques sobre entregados (CTR \u2013 Click Through Rate)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">A taxa de cliques refere-se a quantidade de destinat\u00e1rios que uma vez tenham clicado e aberto seu e-mail, tenham clicado em algum dos links que tenham sido inclu\u00eddos na mensagem. A an\u00e1lise do n\u00famero de cliques d\u00e1 uma ideia de at\u00e9 que ponto tenha conseguido promover a intera\u00e7\u00e3o de seus usu\u00e1rios. Saber quantos usu\u00e1rios tenham clicado em seus links, quem s\u00e3o e que links tenham clicado ajuda a voc\u00ea entender que mensagens s\u00e3o as que mais atividade geram ou que links atraem mais aos seus assinantes.<\/p>\n<p style=\"text-align: justify;\"><strong><img decoding=\"async\" class=\"aligncenter wp-image-4764\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/tasa-clicks-1024x275-1.jpg\" alt=\"tasa de clicks\" width=\"819\" height=\"220\" \/><\/strong><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"4-_Taxa_de_conversao\"><\/span>4.- Taxa de convers\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Por \u00faltimo, a taxa de convers\u00e3o que \u00e9 a mais importante de todas, expressa a porcentagem de e-mails que conduzem a uma a\u00e7\u00e3o concreta de acordo aos seus objetivos de campanha. Essa taxa deve ser medida sempre segundo um objetivo concreto (uma compra, um registro, uma consulta,\u2026) pelo que \u00e9 fundamental definir previamente qual \u00e9 o tipo de convers\u00e3o que \u00e9 buscada em sua campanha e como ser\u00e1 medida.<\/p>\n<p style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter wp-image-4765\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/tasa-conversion-1024x275-1.jpg\" alt=\"tasa de conversi\u00f3n\" width=\"820\" height=\"220\" \/><\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/www.mdirector.com\/signup-email-marketing\/\">Quer come\u00e7ar a enviar campanhas em apenas 3 minutos, menos do que voc\u00ea demora em preparar um caf\u00e9? Prove MDirector.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O que n\u00e3o \u00e9 medido n\u00e3o \u00e9 poss\u00edvel melhorar. Qualquer campanha de e-mail marketing administrada com uma plataforma de emailing profissional como MDirector vem acompanhada por uma infinidade de dados fundamentais para conhecer se os [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":17432,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","rating_form_position":"","rating_results_position":"","mr_structured_data_type":"","footnotes":""},"categories":[1886],"tags":[],"class_list":["post-118112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>As 4 m\u00e9tricas de e-mail marketing b\u00e1sicas<\/title>\n<meta name=\"description\" content=\"O que n\u00e3o \u00e9 medido n\u00e3o \u00e9 poss\u00edvel melhorar. 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