{"id":7471,"date":"2023-10-27T13:00:57","date_gmt":"2023-10-27T13:00:57","guid":{"rendered":"https:\/\/scallent.com\/?p=7471"},"modified":"2023-10-27T14:32:44","modified_gmt":"2023-10-27T14:32:44","slug":"design-for-email-marketing-how-to-create-impactful-and-effective-messages","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/design-for-email-marketing-how-to-create-impactful-and-effective-messages\/","title":{"rendered":"Design for email marketing: how to create impactful and effective messages"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column width=&#8221;1\/4&#8243; column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; offset=&#8221;vc_hidden-xs&#8221;][vc_single_image image=&#8221;6761&#8243; alignment=&#8221;center&#8221;][vc_column_text]<\/p>\n<h6 style=\"text-align: center;\"><span style=\"font-weight: 400;\"><strong>Gabriela Polidoro Lima<br \/>\n<\/strong>UX Designer &amp; Content Writer<\/span><\/h6>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;3\/4&#8243; column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; offset=&#8221;vc_hidden-xs&#8221;][vc_column_text]<strong>Quando se trata de chamar a aten\u00e7\u00e3o do cliente para o seu produto ou marca atrav\u00e9s de estrat\u00e9gicas de marketing de comunica\u00e7\u00e3o, uma das formas poss\u00edveis \u00e9 o envio de emails.<\/strong><\/p>\n<p><strong>Com a r\u00e1pida evolu\u00e7\u00e3o do Marketing Digital e das suas estrat\u00e9gias, \u00e9 essencial estar atento \u00e0s tend\u00eancias e ter em mente as melhores pr\u00e1ticas para destacar-se no meio do mar de informa\u00e7\u00f5es que os utilizadores recebem diariamente.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column width=&#8221;1\/4&#8243; column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md vc_hidden-sm&#8221;][vc_single_image image=&#8221;6761&#8243; alignment=&#8221;center&#8221;][vc_column_text]<\/p>\n<h6 style=\"text-align: center;\"><span style=\"font-weight: 400;\"><strong>Gabriela Polidoro Lima<br \/>\n<\/strong>UX Designer &amp; Content Writer<\/span><\/h6>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;3\/4&#8243; column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md vc_hidden-sm&#8221;][vc_column_text]<strong>Quando se trata de chamar a aten\u00e7\u00e3o do cliente para o seu produto ou marca atrav\u00e9s de estrat\u00e9gicas de marketing de comunica\u00e7\u00e3o, uma das formas poss\u00edveis \u00e9 o envio de emails.<\/strong><\/p>\n<p><strong>Com a r\u00e1pida evolu\u00e7\u00e3o do Marketing Digital e das suas estrat\u00e9gias, \u00e9 essencial estar atento \u00e0s tend\u00eancias e ter em mente as melhores pr\u00e1ticas para destacar-se no meio do mar de informa\u00e7\u00f5es que os utilizadores recebem diariamente.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]<\/p>\n<h1><strong>Boas pr\u00e1tica de <em>design <\/em>para <em>email<\/em><\/strong><\/h1>\n<h2><strong>1. <\/strong><strong>Remetente<\/strong><\/h2>\n<p>Muitas vezes ignorado, o nome do remetente \u00e9 um elemento cr\u00edtico de qualquer <em>email<\/em> pois agrega credibilidade e deixa o leitor curioso.<br \/>\nDica: mantenha-o pessoal, relevante e curto.<\/p>\n<h2><strong>2. Assunto<\/strong><\/h2>\n<p>As pessoas leem os assuntos para filtrar <em>emails<\/em> irrelevantes, por isso, um assunto bem escrito \u00e9 uma maneira infal\u00edvel de se destacar.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>Mantenha-o curto \u2013 at\u00e9 41 caracteres \/ 7 palavras;<\/li>\n<li>Torne-o atraente \u2013 desperte curiosidade;<\/li>\n<li>Seja transparente \u2013 o assunto deve ser fiel ao conte\u00fado para estabelecer confian\u00e7a;<\/li>\n<li>Divirta \u2013 o uso de <em>emojis<\/em> pode destacar e aumentar a taxa de abertura.<\/li>\n<\/ul>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7440 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Emojis-600x350.png\" alt=\"\" width=\"600\" height=\"350\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Emojis-600x350.png 600w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Emojis-1100x641.png 1100w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Emojis-768x448.png 768w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Emojis-1536x896.png 1536w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Emojis.png 1600w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>Fonte: unlayer<\/h6>\n<h2><strong>3. Pr\u00e9-cabe\u00e7alho<\/strong><\/h2>\n<p>O pr\u00e9-cabe\u00e7alho ou texto de visualiza\u00e7\u00e3o introduz o assunto e deve transmitir a proposta de valor para convencer o utilizador a abri-lo.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>Use entre 30 e 70 caracteres;<\/li>\n<li>N\u00e3o repita a linha de assunto, mas torne-a relevante;<\/li>\n<li>Agregue valor, interesse ou contexto;<\/li>\n<li>Ajuste o comprimento para dispositivos m\u00f3veis.<\/li>\n<\/ul>\n<h2><strong>4. Cabe\u00e7alho<\/strong><\/h2>\n<p>O cabe\u00e7alho de um <em>email<\/em> \u00e9 a primeira coisa que \u00e9 vista quando aberto, por isso, deve ser atraente, relevante e gerar curiosidade.<\/p>\n<p><strong>Dica:<\/strong> combine texto com imagem.<\/p>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7442 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Cabecalho-600x350.png\" alt=\"\" width=\"600\" height=\"350\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Cabecalho-600x350.png 600w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Cabecalho-1100x641.png 1100w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Cabecalho-768x448.png 768w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Cabecalho-1536x896.png 1536w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Cabecalho.png 1600w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>Fonte: unlayer<\/h6>\n<h2><strong>5. Conte\u00fado<\/strong><\/h2>\n<p>Dicas importantes ao escrever no corpo do email:<\/p>\n<ul>\n<li>N\u00e3o exceda 200 palavras;<\/li>\n<li>Tenha cuidado com o uso de express\u00f5es ou cal\u00e3o;<\/li>\n<li>Escolha o m\u00e1ximo de duas fontes, leg\u00edveis, sem serifa e entre 14 e 16pt.<\/li>\n<\/ul>\n<h2><strong>6. Imagens<\/strong><\/h2>\n<p>Imagens s\u00e3o sempre uma boa ferramenta para deixar o visual mais atrativo.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>At\u00e9 1MB de tamanho para um carregamento mais r\u00e1pido;<\/li>\n<li>Alta resolu\u00e7\u00e3o para maior impacto;<\/li>\n<li>Formato PNG;<\/li>\n<li>Prefira imagens exclusivas \u00e0s de bancos de imagens;<\/li>\n<li>O texto sobre a imagem deve ter boa leitura;<\/li>\n<li>Inclua texto alternativo para o caso das imagens n\u00e3o carregarem ou serem desativadas.<\/li>\n<\/ul>\n<h2><strong>7. Cores<\/strong><\/h2>\n<p>O uso de uma paleta de cores agrad\u00e1vel auxilia na leitura e compreens\u00e3o. Defina uma paleta de no m\u00e1ximo 3 cores e utilize-a para criar sec\u00e7\u00f5es ou destacar algo importante. Lembre-se de manter bom contraste entre texto e fundo para garantir a leitura.<\/p>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7444 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/cores-600x350.png\" alt=\"\" width=\"600\" height=\"350\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/cores-600x350.png 600w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/cores-1100x641.png 1100w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/cores-768x448.png 768w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/cores-1536x896.png 1536w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/cores.png 1600w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>Fonte: unlayer<\/h6>\n<h2><strong>8. <em>Call to Action<\/em><\/strong><\/h2>\n<p>O uso de <em>Call to Action<\/em> (CTA) \u00e9 extremamente importante para campanhas de <em>email<\/em>.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>Texto curto, significativo e orientado para a a\u00e7\u00e3o;<\/li>\n<li>Posicione-o na parte superior do email, alinhado ao assunto;<\/li>\n<li>Use tamanho e cor apropriados;<\/li>\n<li>M\u00e1ximo de 2 bot\u00f5es por <em>email<\/em>.<\/li>\n<\/ul>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7446 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/CTAs-600x350.png\" alt=\"\" width=\"600\" height=\"350\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/CTAs-600x350.png 600w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/CTAs-1100x641.png 1100w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/CTAs-768x448.png 768w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/CTAs-1536x896.png 1536w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/CTAs.png 1600w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>Fonte: unlayer<\/h6>\n<h2><strong>9. Rodap\u00e9<\/strong><\/h2>\n<p>Essa parte do <em>email<\/em> tamb\u00e9m \u00e9 muito relevante pois \u00e9 onde os leitores costumam procurar informa\u00e7\u00f5es como contactos, perfis de redes sociais e <em>link<\/em> para cancelar a subscri\u00e7\u00e3o.<\/p>\n<p><strong>Dicas de conte\u00fado extra:<\/strong><\/p>\n<ul>\n<li>Proposta \u00fanica de venda ou c\u00f3digo de desconto;<\/li>\n<li>Miss\u00e3o e valores fundamentais da marca;<\/li>\n<li>Localiza\u00e7\u00e3o da loja.<\/li>\n<\/ul>\n<h2><strong>10. Personaliza\u00e7\u00e3o<\/strong><\/h2>\n<h3>Misturar tags<\/h3>\n<p>Esta ferramenta permite reconhecer o leitor com o seu primeiro ou segundo nome, usu\u00e1rio ou alcunha. Com isso, o leitor sente como se estivesse a ter uma conversa com a marca.<\/p>\n<h3>Conte\u00fado Din\u00e2mico<\/h3>\n<p>Outra t\u00e9cnica utilizada para gerar proximidade atrav\u00e9s da personaliza\u00e7\u00e3o de conte\u00fado. Um exemplo comum \u00e9 a exibi\u00e7\u00e3o de produtos espec\u00edficos para g\u00e9nero ou idade.<\/p>\n<h2><strong>11. Disposi\u00e7\u00e3o<\/strong><\/h2>\n<h3>Propor\u00e7\u00e3o texto-imagem<\/h3>\n<p>O recomendado \u00e9 seguir a regra 60% texto e 40% imagens para evitar a caixa de <em>Spam<\/em>.<\/p>\n<h3>Equil\u00edbrio de branco<\/h3>\n<p>Ter uma quantidade adequada de espa\u00e7o em branco reduz a fadiga ocular, melhora a legibilidade, proporciona uma apar\u00eancia mais limpa e permite destaque ao que \u00e9 essencial.<\/p>\n<h3>Equil\u00edbrio espacial<\/h3>\n<p>Dispor adequadamente os elementos gera um visual mais agrad\u00e1vel e uma leitura mais fluida. Os tr\u00eas <em>layouts<\/em> mais comuns s\u00e3o: coluna \u00fanica, pir\u00e2mide invertida e ziguezague.<\/p>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7448 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Layout-600x350.png\" alt=\"\" width=\"600\" height=\"350\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Layout-600x350.png 600w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Layout-1100x641.png 1100w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Layout-768x448.png 768w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Layout-1536x896.png 1536w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Layout.png 1600w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>Fonte: unlayer<\/h6>\n<h2><strong>12. Responsividade<\/strong><\/h2>\n<p>Ao considerar que 46% de todos os emails s\u00e3o abertos em telem\u00f3veis, \u00e9 essencial que o conte\u00fado possa ser perfeitamente lido quando visualizado neste dispositivo.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>Texto e imagens devem se adaptar ao tamanho do ecr\u00e3;<\/li>\n<li>Bot\u00f5es CTA devem ser grandes o suficiente para que possam ser clicados com o polegar;<\/li>\n<li>O espa\u00e7o em branco deve estar adequado aos diferentes elementos.<\/li>\n<\/ul>\n<h1><strong>Tend\u00eancias em 2023<\/strong><\/h1>\n<p>Depois de listar boas pr\u00e1ticas na constru\u00e7\u00e3o de um <em>email<\/em>, \u00e9 importante estar atento \u00e0s tend\u00eancias de design para transformar uma simples mensagem numa experi\u00eancia incr\u00edvel para o utilizador.<\/p>\n<h2><strong>1. Gamifica\u00e7\u00e3o<\/strong><\/h2>\n<p>A gamifica\u00e7\u00e3o \u00e9 a pr\u00e1tica de integrar elementos de jogos em contextos tradicionalmente n\u00e3o relacionados a isso e transformar a mensagem numa verdadeira experi\u00eancia de intera\u00e7\u00e3o.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>Mantenha a mec\u00e2nica do jogo simples;<\/li>\n<li>Forne\u00e7a instru\u00e7\u00f5es claras para incentivar a participa\u00e7\u00e3o;<\/li>\n<li>Personalize a experi\u00eancia e adapte o desafio e as recompensas \u00e0s prefer\u00eancias do utilizador;<\/li>\n<li>Inclua um CTA para que fique claro qual a a\u00e7\u00e3o que espera ser realizada;<\/li>\n<li>Certifique-se de que os elementos sejam intuitivos e n\u00e3o escondam a mensagem principal.<\/li>\n<\/ul>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7450 size-large\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Gamificacao-549x1100.png\" alt=\"\" width=\"525\" height=\"1052\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Gamificacao-549x1100.png 549w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Gamificacao-299x600.png 299w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Gamificacao.png 596w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\" \/>Fonte: duolingo<\/h6>\n<h2><strong>2. Interatividade<\/strong><\/h2>\n<p><strong>Elementos interativos<\/strong> como question\u00e1rios ou sondagens que solicitam a\u00e7\u00e3o do utilizador podem aumentar significativamente o envolvimento.<\/p>\n<p>O <strong>conte\u00fado din\u00e2mico<\/strong>, com dados e informa\u00e7\u00f5es baseadas no perfil do destinat\u00e1rio, oferece uma experi\u00eancia altamente personalizada. Citar a localiza\u00e7\u00e3o, o nome, as compras anteriores ou hist\u00f3rico de navega\u00e7\u00e3o, aproxima o cliente e transmite a sensa\u00e7\u00e3o de exclusividade.<\/p>\n<h2><strong>3. <em>Dark mode<\/em><\/strong><\/h2>\n<p>O<em> dark mode<\/em> tem ganhado cada vez mais ades\u00e3o por parte dos utilizadores e \u00e0 medida que empresas de email (Gmail, Outlook, Apple Mail, etc.) e dispositivos oferecem essa op\u00e7\u00e3o, \u00e9 essencial garantir que os emails tenham uma \u00f3tima apar\u00eancia nos modos claro ou escuro.<br \/>\nPara isso, \u00e9 importante escolher muito bem as cores, imagens e texto para garantir uma experi\u00eancia de leitura confort\u00e1vel independentemente da escolha do utilizador.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>Fundo transparente para garantir que a imagem se mistura perfeitamente no fundo;<\/li>\n<li>Cores de alto contraste para aumentar a legibilidade;<\/li>\n<li>Tons mais suaves ao inv\u00e9s de preto ou branco puro para garantir mais conforto visual.<\/li>\n<\/ul>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7452 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Darkmode-compatibility-439x600.png\" alt=\"\" width=\"439\" height=\"600\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Darkmode-compatibility-439x600.png 439w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Darkmode-compatibility-804x1100.png 804w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Darkmode-compatibility-768x1050.png 768w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Darkmode-compatibility.png 936w\" sizes=\"auto, (max-width: 439px) 100vw, 439px\" \/>Fonte: litmus<\/h6>\n<h2><strong>4. Acessibilidade<\/strong><\/h2>\n<p>Criar <em>emails<\/em> acess\u00edveis a diversos p\u00fablicos \u00e9, al\u00e9m de uma medida \u00e9tica, estrat\u00e9gica, pois ajuda a alcan\u00e7ar um p\u00fablico mais amplo e promove a inclus\u00e3o.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>Email bem estruturado;<\/li>\n<li>Tamanhos de fonte maiores e facilmente leg\u00edveis;<\/li>\n<li>Contraste de cores suficiente para boa visibilidade;<\/li>\n<li>Uso inteligente de espa\u00e7os em branco.<\/li>\n<\/ul>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7454 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Acessibilidade-301x600.png\" alt=\"\" width=\"301\" height=\"600\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Acessibilidade-301x600.png 301w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Acessibilidade-551x1100.png 551w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Acessibilidade.png 584w\" sizes=\"auto, (max-width: 301px) 100vw, 301px\" \/>Fonte: mailtrap<\/h6>\n<h2><strong>5. Esquemas de cores<\/strong><\/h2>\n<p>A simplicidade de uma \u00fanica cor ou o contraste de duas cores pode destacar qualquer <em>email<\/em>.<\/p>\n<p><strong>Paleta Monocrom\u00e1tica:<\/strong> diferentes tons de uma \u00fanica cor transmitem harmonia e calma, destacando o conte\u00fado.<\/p>\n<p><strong>Esquemas dalt\u00f3nicos:<\/strong> o seu contraste cria envolv\u00eancia e guia o olhar do leitor para o que \u00e9 mais importante.<\/p>\n<h2><strong>6. Anima\u00e7\u00f5es<\/strong><\/h2>\n<p>O uso de sutis anima\u00e7\u00f5es em loop pode dar mais vida ao <em>email<\/em> e torn\u00e1-lo muito mais interessante.<\/p>\n<p><strong>Dicas: <\/strong><\/p>\n<ul>\n<li>Equilibre o movimento com elementos est\u00e1ticos para evitar sobrecarregar o utilizador;<\/li>\n<li>Forne\u00e7a texto alternativo para quem n\u00e3o consegue visualizar;<\/li>\n<li>Certifique-se de que sejam compat\u00edveis com diferentes dispositivos;<\/li>\n<li>Compacte para que sejam r\u00e1pidos de carregar.<\/li>\n<\/ul>\n<p><strong>Exemplos de aplica\u00e7\u00e3o:<\/strong><\/p>\n<ul>\n<li>Chamar a aten\u00e7\u00e3o para uma informa\u00e7\u00e3o espec\u00edfica;<\/li>\n<li>Demonstrar um processo do in\u00edcio ao fim;<\/li>\n<li>Destacar um bot\u00e3o CTA.<\/li>\n<\/ul>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7458 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Cinemagraphs-364x600.gif\" alt=\"\" width=\"364\" height=\"600\" \/>Fonte: Adobe<\/h6>\n<h2><strong>7. Ilustra\u00e7\u00f5es<\/strong><\/h2>\n<p>Ilustra\u00e7\u00f5es personalizadas podem ajudar a criar uma identidade de marca \u00fanica al\u00e9m de adicionar uma camada de interatividade aos emails, tornando-os marcantes e mais agrad\u00e1veis de ler.<\/p>\n<p><strong>Dica:<\/strong> crie uma narrativa atrav\u00e9s de uma s\u00e9rie de ilustra\u00e7\u00f5es ou anima\u00e7\u00f5es, em v\u00e1rios <em>emails<\/em> ou num \u00fanico para explicar a jornada de um produto, desde a cria\u00e7\u00e3o at\u00e9 a entrega, por exemplo.<\/p>\n<h2><strong>8. Elementos nost\u00e1lgicos<\/strong><\/h2>\n<p>O tema retro aplicado na tipografia, nas cores e nos elementos pode desencadear mem\u00f3rias positivas e fortalecer a conex\u00e3o emocional estabelecida entre marca e cliente.<\/p>\n<p><strong>Dica:<\/strong> o design deve se manter limpo, leg\u00edvel e compat\u00edvel com dispositivos m\u00f3veis para fornecer uma experi\u00eancia perfeita.<\/p>\n<h2><strong>9. Colagens<\/strong><\/h2>\n<p>Combinar fotos, ilustra\u00e7\u00f5es e texturas oferece um visual envolvente, al\u00e9m de criar uma identidade de marca poderosa.<\/p>\n<p><strong>Dicas:<\/strong><\/p>\n<ul>\n<li>N\u00e3o sobrecarregue o utilizador, mantenha o equil\u00edbrio e foque na mensagem principal;<\/li>\n<li>Mantenha os elementos visuais alinhados e com uma narrativa consistente;<\/li>\n<li>Tenha uma hierarquia clara com destaque no que \u00e9 mais importante;<\/li>\n<li>Alinhe o visual \u00e0 identidade da marca, evitando elementos que possam gerar confus\u00e3o.<\/li>\n<\/ul>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7460 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Mix-de-Colagens-389x600.png\" alt=\"\" width=\"389\" height=\"600\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Mix-de-Colagens-389x600.png 389w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Mix-de-Colagens.png 624w\" sizes=\"auto, (max-width: 389px) 100vw, 389px\" \/>Fonte: Canva<\/h6>\n<h2><strong>10. Elementos 3D<\/strong><\/h2>\n<p>O uso de 3D pode adicionar profundidade e dimens\u00e3o ao <em>design<\/em>, tornando o email mais surpreendente.<\/p>\n<p><strong>Dica:<\/strong> adicione interatividade como o paralaxe \u2013 quando elementos do fundo e do primeiro plano se movem em velocidades diferentes \u2013 e tenha um <em>design<\/em> ainda mais din\u00e2mico.<\/p>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7462 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/3D-435x600.png\" alt=\"\" width=\"435\" height=\"600\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/3D-435x600.png 435w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/3D.png 634w\" sizes=\"auto, (max-width: 435px) 100vw, 435px\" \/>Fonte: envato<\/h6>\n<p>&nbsp;<\/p>\n<h2><strong>11. Elementos desenhados \u00e0 m\u00e3o e org\u00e2nicos<\/strong><\/h2>\n<p>Incorporar elementos desenhados \u00e0 m\u00e3o como fontes manuscritas, bordas rabiscadas ou formas org\u00e2nicas, comunica sutilmente que existem pessoas reais por tr\u00e1s da marca, o que ajuda a construir uma rela\u00e7\u00e3o mais pr\u00f3xima e de confian\u00e7a com o p\u00fablico.<\/p>\n<h6 style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7464 size-medium\" src=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Desenhado-a-mao-379x600.png\" alt=\"\" width=\"379\" height=\"600\" srcset=\"https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Desenhado-a-mao-379x600.png 379w, https:\/\/scallent.com\/wp-content\/uploads\/2023\/10\/Desenhado-a-mao.png 496w\" sizes=\"auto, (max-width: 379px) 100vw, 379px\" \/>Fonte: Rifle Paper Co.<\/h6>\n<p>&nbsp;<\/p>\n<p>O marketing por <em>email<\/em> \u00e9 e sempre ser\u00e1 parte integrante da estrat\u00e9gia de marketing de qualquer empresa e, por isso, para obter sucesso com essa pr\u00e1tica \u00e9 importante estar atento a todos estes detalhes \u2013 desde a sua constru\u00e7\u00e3o at\u00e9 o seu visual \u2013 e tamb\u00e9m estar sempre atualizado \u00e0s novas tend\u00eancias.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column width=&#8221;1\/4&#8243; column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; offset=&#8221;vc_hidden-xs&#8221;][vc_single_image image=&#8221;6761&#8243; alignment=&#8221;center&#8221;][vc_column_text] Gabriela Polidoro Lima UX Designer &amp; Content Writer [\/vc_column_text][\/vc_column][vc_column width=&#8221;3\/4&#8243; column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/scallent.com\/en\/posts\/design-for-email-marketing-how-to-create-impactful-and-effective-messages\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Design for email marketing: how to create impactful and effective messages&#8221;<\/span><\/a><\/p>\n","protected":false},"author":769,"featured_media":7469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80,102],"tags":[174,175],"class_list":["post-7471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-en","category-digital-marketing-en","tag-design-en","tag-email-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.4 (Yoast SEO v23.8) - 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