{"id":41769,"date":"2016-04-29T11:10:30","date_gmt":"2016-04-29T11:10:30","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2016\/04\/29\/por-que-a-wikipedia-precisa-enviar-e-mail-marketing\/"},"modified":"2022-05-13T16:47:25","modified_gmt":"2022-05-13T16:47:25","slug":"por-que-a-wikipedia-precisa-enviar-e-mail-marketing","status":"publish","type":"post","link":"https:\/\/wpstaging.mailrelay.com\/pt\/blog\/2016\/04\/29\/por-que-a-wikipedia-precisa-enviar-e-mail-marketing\/","title":{"rendered":"Por que a Wikip\u00e9dia precisa enviar e-mail marketing?"},"content":{"rendered":"

\"wikipedia<\/a><\/p>\n

Quando pensamos em e-mail marketing, geralmente pensamos em promo\u00e7\u00f5es, descontos, vendas de produtos e servi\u00e7os.<\/p>\n

Talvez mailings de posts, em campanhas de cria\u00e7\u00e3o de conte\u00fado e posicionamento de marca.<\/p>\n

O e-mail marketing normalmente \u00e9 associado \u00e0 venda, mas existem empresas que n\u00e3o vendem nada e dependem do e-mail marketing para sua sobreviv\u00eancia.<\/p>\n

\u00c9 o caso da Wikip\u00e9dia.<\/a><\/p>\n

Eles n\u00e3o vendem servi\u00e7os ou produtos, mas dependem de doa\u00e7\u00f5es para manter uma infraestrutura compar\u00e1vel ao de uma grande empresa.<\/p>\n

Portanto, a Wikip\u00e9dia deve investir em publicidade, pois para sobreviver, precisa atrair usu\u00e1rios dispostos a doar.<\/p>\n

Mas, como sabemos a publicidade \u00e9 cara, ou pelo menos n\u00e3o \u00e9 barata.<\/p>\n

Como a Wikip\u00e9dia usa o e-mail marketing para sobreviver?<\/h2>\n

Pelo que verifiquei, a Wikip\u00e9dia trabalha com 3 formas de marketing on-line:<\/p>\n

1)<\/strong> Banners em seu pr\u00f3prio site<\/p>\n

2)<\/strong> campanhas de remarketing no AdWords<\/p>\n

3)<\/strong> campanhas de email marketing destinadas a doadores<\/p>\n

Dentre estas op\u00e7\u00f5es, a efic\u00e1cia principal seria em campanhas de e-mail marketing.<\/p>\n

Os banners no website,<\/strong> tenho certeza de que praticamente todos ir\u00e3o ignorar a propaganda, embora a vantagem \u00e9 que \u00e9 uma publicidade econ\u00f4mica que ser\u00e1 vista por todos os visitantes da Wikip\u00e9dia.<\/p>\n

O problema \u00e9 que muitos ignoram os banners, eles certamente sabem disso, pois criam\u00a0 campanhas de remarketing, banners que aparecem em outros sites para usu\u00e1rios que doaram anteriormente para a Wikip\u00e9dia.<\/p>\n

O problema \u00e9 que o remarketing, embora seja eficaz, tamb\u00e9m \u00e9 mais caro.<\/p>\n

Voc\u00ea pode imaginar que a cada ano a Wikipedia precisaria investir em publicidade para captar os mesmos doadores?<\/strong><\/p>\n

Investir dinheiro a cada ano a partir de 0, um dinheiro que realmente precisam para a manuten\u00e7\u00e3o da empresa, que acabaria sendo gasto com publicidade.<\/p>\n

Por isso que o\u00a0 e-mail marketing \u00e9 vital para a wikipedia<\/h3>\n

E outras associa\u00e7\u00f5es sem fins lucrativos (voc\u00ea sabia que a Save The Children trabalha <\/a>com a Mailrelay?)<\/p>\n

\u00c9 o que lhes permite contatar diretamente com mais pessoas propensas a doar dinheiro:<\/p>\n

Aqueles que j\u00e1 doaram no passado!<\/strong><\/p>\n

Veja este e-mail:<\/p>\n

 <\/p>\n

\"wikipedia<\/p>\n

Como voc\u00ea pode ver eles est\u00e3o entrando em contato comigo, devido a doa\u00e7\u00e3o que fiz o ano passado, com uma chamada \u00e0 a\u00e7\u00e3o vis\u00edvel ao abrir o e-mail.<\/p>\n

A chamada ser\u00e1 repetida em outro link no corpo da mensagem.<\/p>\n

E o que eles ir\u00e3o fazer se o usu\u00e1rio ignorar este e-mail?<\/span><\/p>\n

H\u00e1 muitas raz\u00f5es, o usu\u00e1rio pode n\u00e3o abrir o e-mail neste momento, estiver sem tempo para concluir o processo de pagamento, decidir pagar mais tarde, etc.<\/p>\n

Um banner n\u00e3o pode ser visto mais tarde, se o usu\u00e1rio n\u00e3o voltar para o site.<\/p>\n

Um e-mail pode ser deixado na caixa de entrada para ser lido mais tarde.<\/p>\n

\u00c9 bem poss\u00edvel que o usu\u00e1rio esteja disposto a doar, mas n\u00e3o tenha tempo nesse momento.<\/p>\n

Se voc\u00ea n\u00e3o doar, eles sempre podem tentar enviar outro e-mail:<\/p>\n

\"wikipedia<\/p>\n

Neste caso, eles podem voltar a entrar em contato com pessoas que doaram em ocasi\u00f5es anteriores.<\/p>\n

E tentar enviar outra mensagem que mostre a urg\u00eancia, um outro design, etc.<\/p>\n

O fator principal \u00e9 que o e-mail marketing permite que a Wikipedia tenha um contato direto com as pessoas predispostas a doar.<\/h3>\n

Em vez de utilizar um tipo de publicidade mais caro e para um p\u00fablico menos receptivo a esta propaganda.<\/p>\n

Por isso a Wikipedia precisa enviar e-mail marketing.<\/p>\n

Outros tipos de publicidade n\u00e3o seriam t\u00e3o eficaz.<\/p>\n

Al\u00e9m disso, o e-mail marketing permite-lhes reconhecer a doa\u00e7\u00e3o e agradecer de uma forma pessoal e direta:<\/p>\n

\"wikipedia<\/p>\n

Muito melhor do que uma mensagem gen\u00e9rica de agradecimento em um website.<\/p>\n

Voc\u00ea n\u00e3o acha?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Quando pensamos em e-mail marketing, geralmente pensamos em promo\u00e7\u00f5es, descontos, vendas de produtos e servi\u00e7os. Talvez mailings de posts, em campanhas de cria\u00e7\u00e3o de conte\u00fado e posicionamento de marca. O e-mail marketing normalmente \u00e9 associado \u00e0 venda, mas existem empresas que n\u00e3o vendem nada e dependem do e-mail marketing para sua sobreviv\u00eancia. \u00c9 o caso […]<\/p>\n","protected":false},"author":1,"featured_media":33548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[71],"tags":[],"class_list":["post-41769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion-y-analisis"],"yoast_head":"\nPor que a Wikip\u00e9dia precisa enviar e-mail marketing? - Mailrelay<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Por que a Wikip\u00e9dia precisa enviar e-mail marketing? - Mailrelay\" \/>\n<meta property=\"og:description\" content=\"Quando pensamos em e-mail marketing, geralmente pensamos em promo\u00e7\u00f5es, descontos, vendas de produtos e servi\u00e7os. 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