{"id":118557,"date":"2016-03-21T00:00:00","date_gmt":"2016-03-20T23:00:00","guid":{"rendered":"https:\/\/www.mdirector.com\/2016\/06\/14\/a-situacao-do-email-marketing-em-2016-a-nivel-mundial\/"},"modified":"2022-04-19T13:48:45","modified_gmt":"2022-04-19T11:48:45","slug":"situacao-email-marketing-2016","status":"publish","type":"post","link":"https:\/\/www.mdirector.com\/pt\/blog\/situacao-email-marketing-2016\/","title":{"rendered":"A situa\u00e7\u00e3o do email marketing em 2016 a n\u00edvel mundial"},"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\/litmus.jpg\" imagesizes=\"(max-width: 1100px) 100vw, 1100px\" \/><img decoding=\"async\" class=\"aligncenter size-full wp-image-11696\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/litmus.jpg\" alt=\"Informe Litmus que identifica el email marketing en 2016\" \/><\/p>\n<p><strong>Qual \u00e9 o estado da arte do email marketing em 2016?<\/strong> Litmus publicou um relat\u00f3rio chamado \u201c2016 State of Email Marketing Report\u201d onde \u00e9 analisado as principais tend\u00eancias no setor de email marketing. Para isso, \u00e9 levado em conta os dados obtidos pelos usu\u00e1rios desta plataforma durante 2015, que mostram a situa\u00e7\u00e3o do setor de email marketing em 2016.<\/p>\n<p><strong>O <a href=\"https:\/\/litmus.com\/lp\/2016-state-of-email-report\" target=\"_blank\" rel=\"noopener\">relat\u00f3rio Litmus<\/a> aporta informa\u00e7\u00e3o sobre o comportamento dos usu\u00e1rios de email marketing em 2016<\/strong> em 4 grandes \u00e1reas:<\/p>\n<ol>\n<li><em>Novos programas de email, aplica\u00e7\u00f5es e sistemas operativos.<\/em><\/li>\n<li><em>Atualiza\u00e7\u00f5es e mudan\u00e7as nos clientes de email.<\/em><\/li>\n<li><em>Deliverability, seguran\u00e7a e spam.<\/em><\/li>\n<li><em>Taxa de mercado dos programas clientes de email.<\/em><\/li>\n<\/ol>\n<p>Para obter conhecimento do setor, o relat\u00f3rio <strong>Litmus analisa 3 bilh\u00f5es de aberturas de emails em todo o mundo entre 1\u00ba de janeiro e 31 de dezembro de 2015<\/strong>. Os principais resultados s\u00e3o:<\/p>\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\/situacao-email-marketing-2016\/#1_Novos_programas_de_email_aplicacoes_e_sistemas_operativos\" >1. Novos programas de email, aplica\u00e7\u00f5es e sistemas operativos<\/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\/situacao-email-marketing-2016\/#2_Atualizacoes_e_mudancas_nos_clientes_de_email\" >2. Atualiza\u00e7\u00f5es e mudan\u00e7as nos clientes de email<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/situacao-email-marketing-2016\/#3_Deliverability_seguranca_e_spam\" >3. Deliverability, seguran\u00e7a e spam<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/situacao-email-marketing-2016\/#4-_Taxa_de_mercado_dos_programas_clientes_de_email\" >4.- Taxa de mercado dos programas clientes de email<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Novos_programas_de_email_aplicacoes_e_sistemas_operativos\"><\/span>1. Novos programas de email, aplica\u00e7\u00f5es e sistemas operativos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11703\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/litmus-organizacion-emails.jpg\" alt=\"Informe Litmus 2016\" \/><\/p>\n<p>\u00a0<\/p>\n<p>Enquanto as aplica\u00e7\u00f5es para consultar o email, as novidades mais importantes que recolhe o relat\u00f3rio de Litmus sobre email marketing em 2016 s\u00e3o<\/p>\n<ul>\n<li><strong>Outlook lan\u00e7ou sua aplica\u00e7\u00e3o m\u00f3vel em iOS e Android<\/strong>. Segundo Microsoft, o lan\u00e7amento da aplica\u00e7\u00e3o foi feita pensando especialmente nos profissionais para que pudessem consultar seu email desde o dispositivo m\u00f3vel e n\u00e3o desde o desktop.<\/li>\n<li><strong>Apple lan\u00e7ou um de seus produtos estrela, o Apple Watch<\/strong>. O dispositivo apresentou erros na hora de carregar imagens, pelo que \u00e9 recomendado enviar textos simples, sem elementos estranhos para poder ser lidos desde Apple Watch. Outro problema que apresentou a aplica\u00e7\u00e3o era a impossibilidade de abrir links. O Apple Watch \u00e9 uma ferramenta interessante, mas que ainda n\u00e3o foi adaptada as condi\u00e7\u00f5es que exige o setor de email marketing.<\/li>\n<li><strong>Ap\u00f3s a compra de AOL por parte de Verizon, a companhia votou a lan\u00e7ar sua aplica\u00e7\u00e3o web de email: Alto, ainda que somente para dispositivos m\u00f3veis.<\/strong> O objetivo da companhia \u00e9 resolver os problemas que existiam previamente para permitir a entrada em mais de uma conta ao mesmo tempo. Atualmente, d\u00e3o servi\u00e7o aos mais importantes distribuidores de email do mercado, permitindo o acesso a v\u00e1rias contas e trabalhando comodamente entre elas.<\/li>\n<li>Com o <strong>sistema operativo iOS 9<\/strong>, Apple permite que os emails possam ser abertos como janelas emergentes ou como emails normais, sempre dependendo da forma em que o usu\u00e1rio clique sobre a mensagem.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"2_Atualizacoes_e_mudancas_nos_clientes_de_email\"><\/span>2. Atualiza\u00e7\u00f5es e mudan\u00e7as nos clientes de email<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11704\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/litmus-gmail-tab-promos.jpg\" alt=\"Tab Promos de Gmail\" \/><\/p>\n<p>Em 2015 foi produzido mudan\u00e7as em quase todos os clientes de email. Entre as modifica\u00e7\u00f5es fundamentais que foi identificado no relat\u00f3rio Litmus 2016 em Yahoo!, Gmail, Office e Dropbox, est\u00e3o:<\/p>\n<ol>\n<li><strong>Yahoo! mail<\/strong> come\u00e7ou a usar media queries com o objetivo de adaptar-se aos dispositivos m\u00f3veis.<\/li>\n<li><strong>Gmail<\/strong> incorporou mudan\u00e7as na aba \u201cPromo\u00e7\u00f5es\u201d do email, que voltou a ser em formato somente texto. Al\u00e9m disso, foi lan\u00e7ada a op\u00e7\u00e3o para bloquear usu\u00e1rios.<\/li>\n<li><strong>Outlook.com<\/strong> est\u00e1 sendo substitu\u00eddo por Office 365 que unificar\u00e1 todas as aplica\u00e7\u00f5es que existem at\u00e9 agora de Microsoft.<\/li>\n<li><strong>Dropbox<\/strong> fechar\u00e1 a aplica\u00e7\u00e3o de correio eletr\u00f4nico que ofereceu at\u00e9 esse momento.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"3_Deliverability_seguranca_e_spam\"><\/span>3. Deliverability, seguran\u00e7a e spam<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Um dos aspectos que mais t\u00eam destacado neste ponto \u00e9 a afirma\u00e7\u00e3o de que <strong>os cliques n\u00e3o afetam a entrega das campanhas de email marketing<\/strong>. Por\u00e9m, n\u00e3o obstante \u00e9 importante seguir analisando a taxa de cliques j\u00e1 que um decl\u00ednio desta taxa pode indicar uma redu\u00e7\u00e3o de emails entregados.<\/p>\n<p>Outros dados a cuidar segundo o relat\u00f3rio Litmus s\u00e3o:<\/p>\n<ul>\n<li>Assegura-se de <strong>enviar mensagens somente aqueles assinantes que queiram receber<\/strong>.<\/li>\n<li>Intente <strong>atrair a assinantes inativos<\/strong>.<\/li>\n<li>Para n\u00e3o ter problemas com os n\u00fameros de entrega, \u00e9 melhor <strong>eliminar os assinantes inativos<\/strong> durante muito tempo.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"4-_Taxa_de_mercado_dos_programas_clientes_de_email\"><\/span>4.- Taxa de mercado dos programas clientes de email<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11698\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/top-10-clientes-email.jpg\" alt=\"Top 10 de clientes de email en 2015\" \/><\/p>\n<p>\u00a0<\/p>\n<p>Al\u00e9m de dispor da lista superior dos <strong>10 principais programas desde que os usu\u00e1rios consultam seu emails<\/strong>, o relat\u00f3rio Litmus destaca os seguintes dados sobre a taxa de mercado de cada sistema:<\/p>\n<ul>\n<li><strong>A taxa de cliques em dispositivos m\u00f3veis tem aumentado um 17%<\/strong> em 2015 no que representa um 55% das aberturas. Os dados de aberturas por ambientes s\u00e3o:\n<ul>\n<li>Dispositivos m\u00f3veis: 55%<\/li>\n<li>Webmail: 26% (uma redu\u00e7\u00e3o de 13% respeito aos dados de 2014)<\/li>\n<li>Escrit\u00f3rio: 19%<\/li>\n<\/ul>\n<\/li>\n<li><strong>As aberturas em dispositivos Android aumentaram um 35%<\/strong> no que representa 10% do total. As aberturas de email marketing em 2016 desde iPhones cresceram de 27 a 33% enquanto que las aberturas desde iPad declinaram 5% e agora representam 12% total.<\/li>\n<li><strong>Todos os clientes webmail declinaram em aberturas em 2015<\/strong>. As taxas de decl\u00ednio de cada um s\u00e3o:\n<ul>\n<li>Gmail: decl\u00ednio de 8%.<\/li>\n<li>Yahoo! Mail: 28%.<\/li>\n<li>Outlook.com: 42%.<\/li>\n<li>AOL Mail: 4%<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11699\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/litmus-crecimiento.jpg\" alt=\"Cuota de mercado de emails\" \/><\/p>\n<p>\u00a0<\/p>\n<p>Quer colocar em pr\u00e1tica as tend\u00eancias que comenta o relat\u00f3rio Litmus para o email marketing em 2016? Pode come\u00e7ar abrindo uma conta em <strong>MDirector<\/strong>, <a href=\"https:\/\/www.mdirector.com\/pt\/signup-email-marketing\/?origin=WEB_blog_PT_email_marketing_litmus\" target=\"_blank\" rel=\"noopener\">Prove sem limite de tempo a \u00fanica plataforma na qual poder\u00e1 ter todo seu marketing digital em um \u00fanico lugar<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qual \u00e9 o estado da arte do email marketing em 2016? Litmus publicou um relat\u00f3rio chamado \u201c2016 State of Email Marketing Report\u201d onde \u00e9 analisado as principais tend\u00eancias no setor de email marketing. Para isso, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":22277,"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-118557","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>A situa\u00e7\u00e3o do email marketing em 2016 a n\u00edvel mundial<\/title>\n<meta name=\"description\" content=\"Qual \u00e9 o estado da arte do email marketing em 2016? 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