E-mail marketing é o canal que mais gera conversão em sites de e-commerce 
Autor: Bárbara Gengo | Publicado: 2013-01-17T15:26:00-02:00

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<![endif]-->Contrariando muitas previsões pessimistas que garantiam que com o avanço das redes sociais o e-mail marketing iria morrer, esta potente ferramenta vem, cada vez mais, conquistando espaço e gerando resultados. Uma recente pesquisa divulgada Monetate revelou que, embora as redes sociais tenham sido responsáveis por 55% da origem do tráfego de sites em geral no último ano, quando falamos de e-commerce, esse número cai para apenas 2,15%. A pesquisa concluiu que quando falamos de sites com foco em compras online, o e-mail marketing é o segundo maior motivador de acessos, perdendo apenas para a busca orgânica. Os resultados são ainda mais animadores quando falamos de conversão, ou seja, o e-mail marketing é o canal que apresenta o melhor retorno. Seus resultados chegam a ser até 38% superiores obtidos nos buscadores e 9 vezes maior do que o impacto gerado pelas redes sociais. É claro que a visibilidade obtida pela exposição de uma marca nas redes sociais não pode ser menosprezada, mas se seu objetivo é vender, o e-mail marketing ainda é a melhor opção!  Mas, se engana quem ainda pensa que e-mail marketing é apenas o envio de promoções ou novidades. O e-mail marketing já se consagrou como uma importante estratégia de marketing baseada em relacionamento. Por meio de mensagens diretas é pessoais, empresas conseguem se aproximar de seus clientes e assim, conquistar sua confiança.Para que essa comunicação se dê de forma efetiva é preciso conhecer o perfil de cada um dos usuários cadastrados em suas listas, só assim é possível realizar uma segmentação adequada aos interesses e necessidades de cada um, sendo assim, a segmentação one-to-one, baseada no comportamento individual de navegação dos usuários, vem sendo apontada como o melhor investimento. Ao enviar conteúdos exclusivos e direcionados as chances de conversão são muito maiores.