EP #39 Mastering customer engagement through emails: A Brazilian Edition

EP #39 Mastering customer engagement through emails: A Brazilian Edition

About this Podcast

In today’s special episode of the “For The Love Of Emails” podcast, we welcome Francisco D’Almeida, Founder of Almeida Sales. Franciso has more than 20 years of experience in the information technology industry, where he has closed major customer deals and maintained executive relationships with key accounts. His areas of expertise include customer relationships with key accounts, with a focus on B2B and the e-Commerce market. Project management, channel management, problem-solving, and product application are all examples of skills. He also has extensive experience in cross-channel business process integration and solution development. Jasmine Handa, the Senior Product Manager with Netcore Cloud, hosted the podcast.

Quick Snapshots
In this podcast, they discussed
What part of the marketing ecology does email marketing play?
In Brazil, how does email marketing work?
The most valuable aspects of email marketing
Importance of retention and reactivation through emails
Aspects of email marketing to changing email reader behavior to the email laws
Mistakes that an email marketer should avoid while driving growth through emails
Episode Transcripts

Intro (00:09):

You’re listening to the “For The Love Of Emails” podcast, powered by Netcore, a weekly show dedicated to helping email marketers, marketing enthusiasts, and professionals of all walks engage, grow, and retain customers through reliable, innovative, and effective email communication and engagement. Discover actionable ways to increase ROI and deliver value through email innovations, personalisation, optimisation, email deliverability, and email campaigns.No fluff tune in to hear best practices and tactical solutions from the best thought leaders and practitioners master your email communication now.

Jasmine (00:06):

Welcome everybody to the “for the love of emails podcast”. I am your host Jasmine Handa, Sr. product marketer at Netcore Cloud. Joining me today is a very special guest, who wears many hats as an electronic engineer, Business and Innovation Consultant, speaker, and is currently into business development at Almeida sales. For over 20 years, he has followed the evolution of the information technology market, providing innovative solutions for companies in different segments. He has a vivid experience in Customer Engagement, CRM, event-driven marketing, and Martech applications. 

Welcome to the show Francisco. I’m so glad that you’ve decided to join us today in For The Love Of Emails Podcast

Francisco (00:52):

Thank you, Jasmine. I am a big fan of this podcast and I’m very grateful to be with you and your listeners.

Jasmine (01:01):

Great, to start with Francisco, uh, can you elaborate on what Elita sales does and what your role is at the company to our audience?

Francisco (01:12):

Okay. Now, first of all, I would like to thank you for the opportunity to talk to you with you, you, and all the listeners of this podcast. As I told you, I’m a follower of the podcast over the last few decades. I have pioneered the birth of the internet, uh, eCommerce in the may market here in Brazil. Uh, my company made is the result of this experience. Nowadays, nowadays I have been working as I dependent consultant for corporations and startups that seek the advantage of the best of technology to engage customers, increase sales, generator, loyalty to the brand. We also work to help companies overcome the challenges of working with modern workplace projects. Our focus is to use technology to make relationships more humanize. We are proud to work in a partnership with net in Brazil, in Latin America to bring to the region the expertise of 22 years in the Mayo market and a very no food stock market platform.

Jasmine (02:27):

That’s, that’s great Francisco. Uh, we are super happy to be in a space, uh, uh, where people trust, you know, and love, love doing marketing through emails. So I just wanna go, uh, and start with very basic, uh, what role in your opinion, uh, does email marketing play in the marketing ecosystem?

Francisco (02:50):

Yeah, it may. Mark is two of the most important ways we communicate with customers. Some people may think that it may be something old, but no. When a customer authorized the use of the Rome use address, they had created a relationship based on trust with the brand marketers play an important role and need to the, uh, need to, to have to build that trust. When this occurs, the result is increased sales recurrence and loyalty.

Jasmine (03:27):

AB absolutely email marketing is indeed, you know, has a, has a high value, and I’ve seen emails being used to engage at, uh, various stages of the customer life cycle. And, uh, they’re very impactful on, on the customer mind. And if done right, brands can have there, can have their loyal fans. Uh, you’ve also talked about increased sales, uh, uh, I believe Brazilian marketers are highly aware of the importance of female marketing for, uh, better conversion rates and ROI, uh, building on that. Can you elaborate on how email marketing works in Brazil?

Francisco (04:07):

Uh, yeah, let me see to date. We have, uh, a very mature market here in Brazil, but it wait wasn’t this always in, in the beginning, the area of the totals, it was very different. Uh, we had a hard time convincing companies to follow the best practice such as maintaining a subscriber list, controlling, opting, and opt-out warmup. There was the, they have the, in the past the idea that, uh, the more you send messages, the better the results will be. And it’s, it’s a false idea in the last, yeah. Uh, in the last seven years, uh, this has changed radically do it to the demands of the larger MBA providers. Now the on socials, Google Yahoo, hot Mayo. We have a very large local provider. That’s a universal line wall, and that starts to demand the same rules PRS in us and Europe and size 2020. We have a new data protection law that coming into force, these forced companies to review their privacy policies and implement international growth. In addition, Brazil has one of the most events that eCommerce markets in the world, and certainly the largest in Latin America with sales exceeding, uh, billion last year, they may have without adopting. And this is good participation in the growth, this strategy for this.

Jasmine (05:57):

Yeah, sure. And, like you, mentioned how email, you know, has evolved in the last seven years, uh, if you particularly talk about email marketing in the last two years, uh, have you noticed a change in user behavior towards a brand’s marketing emails before and after the pandemic?

Francisco (06:18):

Well, yeah, we have a hard time with, the social resolution, do it to the pandemic. Many companies have been great to the digital and many are following in the game for having done a good job with their customer base brands are using the main base to show customers what they are doing in the pandemic sensors to understand how these customers want to buy what they want to. And several other points that it’s possible to do. And this comes help brands. It is available insights that drive much of the digital marketing strategy. I have an estimation of a larger ISP that shows that the volume of email market from its customers had increased 50% involvement sent to commerce with emphasis on the customers from financial and helps every the strong ground in online sales. In 2001 reviews, a new consummation AB with the immigration for the internet. Last year, we did have critical periods of conf and quarantine, like in 2020. And, and even then the consumer adopt remote shopping in greater proportion. Uh, last year, November eCommerce accounted for almost 80% of our retail sales in Brazil. Much of this growth is due to modern personalization and segmentation is strategies and with strong use of email to get these results.

Jasmine (08:07):

Yeah. Fantastic. I remember a few of the email campaigns, as you, as you mentioned, uh, the emails kept the customers abreast of all sorts of measures. You know, that the brand was that the brands were taking during the pandemic and that they were doing for the employees, for the customers, uh, campaigns have really been, you know, moving to a more empathetic tone. Now, uh, Francisco, you also mentioned stats of the increased sales and specific industries like eCommerce. Uh, this brings me to my next question, which industries in your region are using email marketing extensively to, to expand their customer base or engage with customers?

Francisco (08:53):

Yeah, my traditional, the biggest users of email are online stores, but, uh, we, we, uh, can note, uh, increasing fine tax INAX banks and the travel industry during the pandemic, the notes are growth in their health sector to food services. And in the real estate sector, Brazil is the biggest, biggest generator of startups in America. And in recent years, we have seen a strong presence of digital companies, such as FinTech prop tax and health tech. And you have, of course, a large number of you, any current companies here that are using emails as, uh, uh, strong to increase revenue.

Jasmine (09:46):

So, I mean, what do you consider to be the most valuable aspect of female marketing that can help these digital companies, as you mentioned, you know, grow their business?

Francisco (09:59):

Oh yeah. Uh, can see the email has been important, a lie of, for online businesses of size. The reason for this is very simple, uh, email is one of the best ways to build brand engagement, offering an excellent rate of rental, an investment it’s, uh, I can say it’s affordable for companies of size, uh, it’s cheap and the results you can me measure very quickly. Statistics show that there is an increasing number of consumers who fact something in return for loyalty to their favorite brands. You can use your remain marked platform to categorize customers according to their level of engagement in may with a unique discount code, for example, tend to have a higher open rate, generate high sales, and have above-average tickets. The same goes for your regular customers. Probably the ecommerce platform you use has a waste, uh, has a way of something to use customers who have portrayed more than once you can create specific offer by F or value of purchase. Of course, at the netcore platform is very easy to create this kind of sedimentation.

Jasmine (11:29):

Yes. Yeah. Yeah. So basically segmenting and, you know, categorizing those customers play a very, very vital role, in enhancing the engagement. I’ve also seen segmentation and personalization. Usually, they go hand in hand to provide customers with a memorable and enriching experience. What do you think are the most effective ways to personalize and email we’ve we’ve seen amp email and the use of AI as well. How beneficial are these email technologies to solve email marketing, email market points, uh, in order to create a very personalized experience, uh, in the inbox?

Francisco (12:13):

Yeah, I, I think, uh, nowadays you should consider the use of AI currently. The use of artificial intelligence plays a key role in personalization gun that days, that when your personalization was about including the customer’s name in the mass or create based on age gender, unfortunately, many companies continuous doing only this kind of segmentation using AI in Mayo, uh, in the marketing reduce workload and provides sites to increase revenue, content, reduce costs, and improve deliverability, uh, network. I, I have a study from that with is 50 billion in emails that shows, uh, that AI tools led to, uh, 50% jump in the deliverability, uh, with, uh, tools like, uh, uh, the AI for the network can look at the campaign history and analyze that the history of your past, what you did in the past and create engaging subjects lines based on the high recipe, response rates, customized content for individual, based on the past interaction data, you can manage a list segmentation to targeted users with high packed content, reduce churn by identifying at-risk customers and, uh, ways to retain them. You can optimize the, live very time for a high engagement and conversion. For example, you can choose the best channel to communicate at the best time to send that message. Uh, so AI, we will have, we will have a very important, uh, uh, parts in the, in the segmentation. You asked me too about the AMMP, right?

Jasmine (14:23):

Yeah, yeah, yes.

Francisco (14:24):

Yeah. Uh, uh, for Bruce, uh, who still don’t know AMMP that means, uh, accelerate mobile page is, uh, technology, which is based on web components to offer a better experience when browsing a webpage in the specific case of emails, it’ll result in interaction with the elements without having to exit to an external page. The use of amp is still restricted to the web versions of Gmail and outlook at the moment. I, I haven’t seen the use of this technology in Brazil. I think it’s very, it is still very small. I believe it has a great potential to be consumer interaction, conduct, research, and generate brand engagement. So it’s part of our job to touch and to show to the audience that amp will be, uh, very important to, to increase engagement. I think maybe the biggest competitive extra of the amp here is the chatbots for WhatsApp, which are very popular in our markets. Perhaps this is one of the reasons that, uh, the marketers have possible on mass adoption of this new technology. But of course, uh, I believe in, by the end of this year, beginning of two, the country, uh, the people will start to make campaigns using this, this very low technology.

Jasmine (16:01):

Yeah. And, and you’ve rightly mentioned, uh, Francisco of these interactive emails and of the use of EMP. They gorgeous in India are they’re very pop popular and many, uh, network clouds, customers have adopted and seen incredible conversion rates. Uh, in fact, these, uh, yeah, absolutely. In fact, these strategies, uh, uh, the strategies are used, uh, these are in fact used a lot on, you know, retaining customers. So what is your opinion on the importance of retention and reactivation, uh, in general through emails?

Francisco (16:41):

Yeah. Uh, without adopting, uh, may praise our hold in retention and activation. And again, when you use the machine learning tools and AI are this, we notice that these technologies are great potential for this strategy. I strongly recommend that brands consider AI to integrate with their campaigns platform to take better advantage of their database. These tools can, for example, fight the consumer most likely to return to our base and which offer would be able to bring them back instead of just, uh, create an utter rule that, uh, you don’t, uh, uh, portrays an item and let that of the the charts and send a standard message for the customers. No, you can only talk with that customer that has, uh, potential should come back and, and the portrays. So I think, uh, we need to use the technology to yeah. Make more access campaigns.

Jasmine (18:00):

Absolutely. And, uh, since, since we are talking on AI, I, that comes to my, my, that di is implemented when you have the data and I would want to understand, and I’m sure the audience is listening to, uh, uh, us, uh, would also have the same question that what a brand needs to know about data and email privacy laws, uh, in bra Brazil.

Francisco (18:29):

Yeah. Uh, Brazil, uh, took you a while, but in 2020, a very striction for data protection coming to first, it was the result of several years of crucial with society with, with marketers companies in general, our raw it’s, that’s called L G P D or gen that translation will be general data protection, uh, law. It’s very similar to, to those existing in the European community, uh, us and Canada.

Jasmine (19:08):


Francisco (19:09):

In any case, uh, even before the great regulator of the market, where they may provide the ISP, uh, and companies, Microsoft do outlook, Google Yahoo, and the wall. If you do not follow good practice, the providers themselves post several sanctions, such as blocking IPS or sending you a complete list of this spend. So if you don’t follow the rules, if you don’t take care of your data, if you don’t take care to talk only with the people who want to talk with you. Yeah. If you, yeah. You, you know, and you, you, you, one thing that, uh, it’s important, sometimes you allow you to talk with me, but you subscribe to talk with me about books, for example, but I don’t give the authorization to talk with you about, uh, any other things. So talk with me only with only about that thing that I have an interest in. So yeah. It’s important to take care of your data now. Okay. Yes. And yeah. To manage what subscribe lists, uh, the consumer gives for you.

Jasmine (20:35):

Yes, absolutely. Definitely. Um, her deliverability, in the long run, if, if you’re not following the good practices, as you’ve likely mentioned. Um, so, uh, Francisco, uh, we’ve covered, uh, you know, uh, promising a text of female marketing to change the email reader behavior, uh, to the email laws. What do you think the future of email marketing will be particularly in the Brazilian market?

Francisco (21:04):

Well, uh, Brazilian are very social people, uh, social networks we gain. Yeah. You know, uh, social networks, we gain, uh, greater importance among the big brands to connect with their users and promote their products. We see in may when social media teams working together in your few, I, I believe the big, uh, in this year, we always start to see, uh, the two teams working together, displaying positive consumer reviews and enjoyment of using their products. We will become an attractive purchase, asking customers to, to our posts on, on Facebook. I about their February reviews. Our product will create using generate content.

Jasmine (21:58):


Francisco (22:00):

That will influence Pering decisions, uh, social commerce, accountant of our 11% of global retail eCommerce revenue in 2020, I think generating more than 4, 470 4 billion, uh, in sales, the user generates content or like the market stocks, uh, U GC, uh, does not cost UTRA create and creates positive and publicity for your products. Yeah. However, you must remember that social media is a double-edged sword. Your failure to live up to high standards will result in a lot of criticism. Right. So yes, you, you should work here carefully.

Jasmine (22:49):

Yeah, yeah,

Francisco (22:53):


Jasmine (22:54):

So, so, um, I mean, uh, you’ve, uh, mentioned, uh, on the UGC, um, and you’ve mentioned that you know, uh, it can work the other way around also, um, on just talked about a lot of scripts, this, a criticism that can also happen. Uh, what advice, you know, uh, would you like to give to brands, um, who are looking to adopt the current market shift? Because in, in this situation, the consumer behavior, uh, needs to be kept in mind. That’s also changing, uh, how, how we can by creating better user-generated content. So, uh, what, um, the advice would you want to give, uh, for, to adapt to the current market shift?

Francisco (23:45):

Uh, yeah, you, you need to, it’s, it’s, uh, it’s important to be aware of the changes in the market of consumer behavior, uh, to create more ex certificate campaigns that help leverage the growth of your, your sales understand the, what content, uh, your customer would like to interact, uh, and to always stay ahead of the competition. It’s important to have, uh, experienced partners that offers advice on how to use the most advanced technology resource yeah. To generate rate results. You, you will have a lot of technologies come through and how something, sometimes the market, which is better for me, yes. Net for, for example, receives the highest overall rate as customer choice for enabling market in 2020 from Gartner, the peering sites. I think the listeners of this podcast has, has low about it, but you are, selected as the voice of the customer. Uh, we will be working together to bring all these experts to the Brazilian market, and I offer Latin America. So I’m very proud, to be working with the net, uh, to help to these companies, these brands, to choose the best, uh, fit for their campaigns.

Jasmine (25:22):

Absolutely Francis coming. Uh, the feeling is mutual. We, we, to who are, uh, very happy, uh, because it’s, it’s important to, uh, understand the market. And, uh, I, I think, uh, uh, we together can bring all this, uh, you know, uh, expertise and can take email marketing too, to the next level. Uh, uh, I am also really eager to know, uh, what are the, uh, mistakes that an email marketer, uh, should avoid while driving growth through emails, according to you?

Francisco (25:58):

Yeah, I think, uh, a common mistake is the over-the approach of the base and the lack of segmentation. As I, I thought before the people has some idea that, uh, how the MOS is the better, and it’s not, uh, it’s not true sending only relevant messages to each customer makes all the difference in creating a certifiy campaign and to, to engage customers. so, it’s important to, to understand what is the best, best time and wish is the best content to send for that customers, uh, and take these decisions with too, as we offer for, for the market. We will help too, to make this easier okay. To create these campaigns easier.

Jasmine (26:57):

Yeah. Yeah. So, uh, this was, uh, you know, uh, all the questions that I had have, uh, uh, from you, uh, Francisco, that is absolutely amazing. Uh, thanks a lot, uh, for talking to us on for the love of female podcast. This was an interesting conversation, and I’m sure our listeners would have learned a lot, uh, from you.

Francisco (27:22):

Thank you very much, a great pleasure, to be with your listeners, and hope you can help you to understand better, more about them, our marketing here in Brazil. Thank you very much.

Jasmine (27:40):

Yeah. Uh, for those of you out there listening, suppose you have an avenue to the ground for all things, email marketing. In that case, we have a massive report with an email metric benchmark across five geographical regions in 19 industries. Yes. You heard that right. Five geographical regions in 19 industries that studied over hundred emails, uh, today in our podcast, I guess Francisco mentioned about the study of 50 billion emails that happened, uh, in 2020, uh, Francisco, we are back with, um, email benchmark report and this time, uh, we’ve studied a hundred billion emails, um, and, uh, hope you and our listeners enjoy it. Um, register for your copy. Uh, we are launching it soon. Uh, we are going to put a link in the transcript or in the description on whichever platform you’re listening to. Uh, I’m sure you would want to know the benchmarks, uh, for your vertical area in your geographical region. It’s going to be, uh, full of a lot of, in a lot of insights. Um, so, so do hurry up and, you know, register and book your copy, uh, stay tuned for more amazing episodes until we meet again for the love of emails. Thank you.

Outro (31:42):

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