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O que é autoresponder e drip campaign? - FicaOn Pular para o conteúdo Home Marketing Digital O que é autoresponder e drip campaign? Que tal enviar e-mails automaticamente para os seus clientes, de forma periódica? Saiba mais sobre autoresponder e drip campaign! Tem certas coisas na internet que parecem mágica.
Lembro-me de uma vez, há alguns anos, em que acessei um site com um conteúdo sobre algo que eu estava pesquisando. A qualidade do texto era excelente. Lá no final, depois de prestigiar o trabalho do autor, havia dois campos para preencher: meu nome e meu e-mail.
Como o conteúdo do site havia esclarecido as minhas dúvidas, achei que seria útil fazer parte do mailing para receber outros conteúdos de qualidade como aquele.
Passados cinco minutos, recebo um e-mail personalizado com ainda mais dicas relacionadas ao assunto que me levou àquele site.
Com certeza você já se deparou com alguma situação dessas, em que ficamos nos perguntando como foi que conseguiram fazer. Mas tem uma explicação muito simples e lógica: é tecnologia aplicada ao marketing.
Como o caso acima despertou a minha curiosidade, fui procurar saber mais sobre essa estratégia de marketing e descobri que o nome dessa técnica é autoresponder ou drip campaign .
O que é autoresponder?Apesar do nome ser bem auto explicativo, existe muito mais a se descobrir e conhecer sobre essa técnica de marketing. Vamos nos aprofundar um pouco mais?
Autoresponder são e-mails disparados automaticamente de acordo com alguma interação entre o usuário e o site ou através de regras de relacionamento definidas a partir de uma automação de marketing.
Sempre que você se cadastra em uma newsletter e recebe um e-mail de boas vindas ou quando acessa a landing page de algum material liberado mediante cadastro e o mesmo é enviado para sua caixa de entrada.
Como eu disse nos primeiros parágrafos acima, pode até parecer mágica, mas tudo isso é feito através do autoresponder.
O autoresponder é uma estratégia importante para empresas que buscam aumentar o funil de vendas e gerar novos leads.
Quando você automatiza seu relacionamento através do autoresponder, facilita o contato do prospect com a sua empresa e agiliza o atendimento, transformando em um diferencial para a sua empresa.
Não demanda uma equipe de funcionários a postos para responder todos os e-mails gerados a partir do seu site, economizando tempo e custos que podem ser investidos em outras áreas.
Se você tem um e-commerce, por exemplo, imagine a seguinte situação. Por dia, você fecha em torno de 50 a 60 vendas de produtos diferentes. E para cada compra dessas, é necessário enviar um e-mail de confirmação para o cliente. Se você tivesse que fazer isso manualmente, imagine o tempo gasto somente com essa atividade.
Quando você utiliza o autoresponder, o cliente recebe a confirmação automaticamente, agilizando todo o processo e deixando-o livre para realizar outras tarefas da sua empresa.
Outro exemplo que podemos citar é de catálogos gerados automaticamente a partir do comportamento de compra dos seus clientes. Imagine ter que selecionar manualmente os produtos e disparar um e-mail semanal ou mensal para sua base de clientes? Trabalhoso, certo?
Com o autoresponder, você apenas define as regras e a ferramenta faz o trabalho sozinha.
Como diriam naquele comercial antigo: não é feitiçaria. É tecnologia.
O que é drip campaign?Em uma tradução simples, drip campaign é uma “campanha gota a gota”. Ou seja, você oferece ao seu lead pequenas porções de conteúdo por e-mail de forma a conduzi-lo pelo seu funil de vendas rumo à conversão.
A drip campaign é uma forma de se utilizar o autoresponder de modo mais estratégico e assertivo.
Através de uma automação de marketing, com base nas informações e ações que o seu lead faz em seu site, uma série de e-mails serão disparados com conteúdos produzidos para conduzí-lo até o momento da compra.
Podem ser conteúdos de texto, de vídeo ou até mesmo de produtos relacionados. O objetivo é sempre oferecer “pequenas gotas” que deixem o lead interessado em prosseguir pelas suas trilhas até o momento da compra.
Vantagens do autoresponder e drip campaignA maior vantagem em utilizar autoresponder e drip campaign é a economia de tempo e dinheiro, uma vez que os conteúdos podem ser produzidos previamente de acordo com as personas do seu negócio.
Com a automação de marketing, você pode se dedicar a outras atividades do seu negócio sem se preocupar com essa parte de relacionamento.
Além disso, é extremamente vantajoso do ponto de vista estratégico, uma vez que, bem definido o seu funil de vendas, os conteúdos produzidos serão exatamente aqueles que os seus clientes estarão procurando em relação ao seu negócio.
O autoresponder pode ser adaptado para várias estratégias diferentes, de acordo com os seus objetivos e o produto oferecido. É uma ferramenta extremamente versátil do ponto de vista estratégico. E ainda há opções de baixíssimo custo, como o Sendy (já falamos sobre ele aqui no blog ).
Será que faz sentido para o seu negócio? Pode ser o momento de implementar essa estratégia no seu dia a dia e aumentar ainda mais o seu lucro.
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