Iúri Ferreira, Autor em E-goi

Black Friday 2026: how to sell to customers who no longer believe in discounts

Iúri Ferreira — Tue, 03 Nov 2026 17:09:38 +0000

Black Friday falls on November 27 this year, with Cyber Monday on November 30. In Mexico, El Buen Fin comes earlier, from November 13 to 17. The pattern is the same across all these markets: customers are still buying, but they’re buying more selectively.

In this article, you’ll learn what has changed in shopping behavior in Portugal, Spain, Brazil and Latin America, why a bigger discount no longer does the trick, and what you can do over the coming weeks to reach the right customer, at the right time, with an offer they believe in.

What has changed about the Black Friday shopper

The 2026 shopper arrives at Black Friday better informed, more cautious and less patient with vague promotions. Three shifts explain almost everything.

Less impulse buying

In Europe, only 30% of consumers say they buy on impulse more than they did two years ago, down from 45% the year before, according to Intrum’s European Consumer Payment Report 2025. Purchases are no longer decided on the day. They’re planned weeks in advance, with a list in hand, prices tracked and a clear idea of what’s worth buying.

Distrust of discounts

In Brazil, the phrase “Black Fraude” (Black Fraud) entered the vocabulary years ago. In an AtlasIntel survey released in November 2025, 94% of Brazilians said they don’t fully trust Black Friday discounts (Poder360). In Portugal, 75% of respondents surveyed by DECO PROteste believe some stores raise prices ahead of Black Friday only to lower them afterwards.

This distrust spans the Atlantic. And it has practical consequences: a “60% off” with no context can drive away more customers than it attracts.

AI-powered research, even in the inbox

According to Shopify’s Global Holiday Retail Report 2026, 65% of consumers will use AI for at least one shopping task this season. But only about a third trust an AI agent to make purchases for them. AI helps people research and compare; the decision is still human.

The same is happening with email. With Gemini in Gmail, some users now see an AI-generated summary and prioritization before they even open a message (Braze). Every campaign now has two readers: the person and the model that decides whether the message deserves to stand out.

Why a bigger discount won’t fix it

Faced with a cooler customer, the usual reaction is to knock off another 10%. It’s the easiest decision to get approved in a meeting and one of the most expensive to sustain.

Black Friday 2025 data offers a clue. Salesforce recorded 6% growth in global sales over the event, but average prices rose 7% and order volume fell 1%. Revenue grew, but customers didn’t buy more.

A generic campaign has costs that are less visible than margin:

Discounts given to people who would have bought anyway. The loyal customer who already had the product in their cart gets the same coupon as someone who has never opened an email.
Fatigued subscribers. Five identical emails in a week are an invitation to unsubscribe before Christmas, when the relationship is worth the most.
Demoted messages. If the inbox uses AI to decide what to highlight, repetitive and unclear promotions get left behind.

What separates an effective campaign from a noisy one is relevance: the right offer, for the right person, at a price they believe in.

Five decisions for a more relevant Black Friday

The starting point is making better use of what you already know about each customer. These five decisions work for both brick-and-mortar retail and e-commerce, in any of these markets.

1. Bring together the signals you already have

Often, the biggest obstacle lies in your systems. In-store purchases sit in the POS, online orders on another platform and the loyalty program on a third. The result is a brand that doesn’t recognize the same customer across two channels.

Start by connecting these sources into a single customer view. With in-store and online history side by side, you can already tell habitual buyers apart from those who only show up for coupons.

Hypothetical example: a footwear chain with 12 stores sees that a customer bought boots in store in October. Instead of sending her a discount on the same boots, it suggests care products and a gift selection in her price range.

At E-goi, this is the role of the CDP (customer data platform): bringing together data from stores, e-commerce, POS and loyalty into a single view you can use for segmentation and automation.

2. Anticipate intent before the 27th

If customers decide weeks in advance, your campaign has to start earlier too. The signals are already there: products viewed, abandoned carts, category clicks, wish lists.

Use them to trigger concrete actions from early November:

Early access for subscribers, featuring the categories each one selected in a form.
Price-drop alerts on products the person has viewed.
Gift guides for people who usually shop for Christmas.

AI helps you prioritize: who is most likely to buy, which category interests them and when they usually respond. Your team sets the strategy; the models do the reading that no one could do by hand for thousands of customers.

3. Prove the discount is real

With a skeptical customer, transparency sells. Always show the previous price and the final price, and only use urgency when it’s real (limited stock, a genuine deadline).

In the European Union, including Portugal and Spain, price-reduction announcements must state the lowest price applied in the previous 30 days. In Portugal, the law applies this rule to any communication channel, which includes email, SMS and push (Decree-Law No. 109-G/2021). In Brazil and Mexico, consumer protection codes prohibit misleading advertising, and enforcement (Procon and Profeco) tends to step up at this time of year. Check each market’s rules with your legal team before launching the campaign.

4. Give each channel a job

Sending the same message across every channel is the fastest way to wear customers out. Define a role for each one:

Channel	Role on Black Friday	Example
Email	Present the full, segmented offer	A selection of deals by category of interest
SMS	Short, urgent reminders, with consent	Last call on Cyber Monday for people who showed interest
Push and web push	React to behavior in real time	Abandoned cart or price-drop alert

Write for the inbox AI too: a subject line that states the offer and the deadline, an opening sentence with the essentials, real text instead of an email made of a single image, and alt text on images. Exclude anyone who has already bought from each send, and measure clicks, revenue per send and unsubscribes rather than looking only at opens.

With omnichannel automation, these rules no longer depend on someone remembering to update a list at two in the morning.

5. Turn your Black Friday shopper into a Christmas customer

The November 27 sale opens the door to the next purchase. Clear order confirmations, delivery information and an easy-to-find returns policy reduce complaints at a time when volumes peak.

Then, use the purchase to set up the next one. A loyalty program lets you identify customers in store and online, record what they bought and offer them a perk to come back in December.

Hypothetical example: someone who bought a smartphone online receives, a week later, a suggestion for accessories with pickup at their nearest store. The brand connects digital with the physical store, and the customer gets a useful reason to come back.

Timeline: what to do before Cyber Monday

There are about three weeks left until Black Friday. That’s enough time to prepare a campaign that lands before the avalanche of generic promotions.

Proposed timeline, November 3 to December 6, 2026

November 3–8: lay the groundwork. With little time, focus on the essentials: remove inactive contacts from your sends, confirm consents and create two or three segments based on in-store and online purchase history.
November 9–22: capture intent. Launch the interest form, open early access and activate price alerts on the most-viewed products. In Mexico, bring these steps forward to be ready for El Buen Fin, November 13–17.
November 23–29: Black Week. Send offers by segment, with the reference price visible. On the 27th, save SMS or push for people who showed interest but haven’t bought yet.
November 30: Cyber Monday. One last short call, only for people who haven’t converted.
November 28 – December 6: post-sale. Clear confirmations, delivery and returns information, and a first Christmas suggestion linked to the purchase.

Where to start this week

If you only have time for one thing, pick an intent signal you already collect and turn it into an automated action. It could be abandoned carts, most-viewed products or last Christmas’s purchases. One well-used signal is worth more than ten generic sends.

If you want to go further and connect store, e-commerce and loyalty data to reach Black Friday with more relevant campaigns, talk to the E-goi team. We’ll help you define the segments, automations and channels that make sense for your business.

Sources

Intrum, European Consumer Payment Report 2025 (via Dinheiro Vivo, November 2025)
AtlasIntel, Black Friday 2025: Habits, Decisions and Desires (via Poder360, November 2025)
DECO PROteste, Black Friday 2025 survey (1,845 responses, October 2025)
Shopify, Global Holiday Retail Report 2026 (via Grande Consumo, October 2026)
Salesforce, Black Friday 2025 data (via TechCrunch)
Braze, Gemini in Gmail and AI on Android (January 2026)
Decree-Law No. 109-G/2021 (Diário da República, Portugal’s official gazette)
Portal da Queixa, Black Friday 2026 dates and Bloomberg Línea, El Buen Fin 2026 dates

Iúri Ferreira

Leiriense, colecionador de moedas de 2€ e apaixonado por marketing. Trabalha nas áreas de CRM, automação e lifecycle marketing há 3 anos, sempre com o objetivo de criar comunicações mais relevantes e aproximar marcas e pessoas.

PHP2Shell: the discovery that broke half the internet

Iúri Ferreira — Fri, 23 Oct 2026 07:08:58 +0000

This was not a minor bug on some random website, but two critical vulnerabilities that had lain dormant for more than a decade, since 2011/2012, at the heart of PHP, the language and engine that powers a large share of the websites on the internet, from WordPress blogs to e-commerce platforms.

We want to share with you what happened, how we responded, and what this episode tells us about the future of digital security.

For non-coders: what exactly is “PHP2Shell”?

To understand how serious this is without needing a software engineering course, think of PHP as a car engine and the internet as a highway.

About 15 years ago, PHP’s creators added a feature called session.upload_progress, with a simple goal: when a user uploads a large file, such as a photo or a video, through a web form, the server calculates the upload percentage so it can display that classic progress bar: 20%, 50%, 100%.

The problem? In the internal C code, the language used to build the PHP engine itself, there was a subtle flaw in the way memory was cleaned up when an error occurred.

If an attacker sent a deliberately malformed web request, with thousands of fake headers or scrambled data, the server could run out of memory and enter a state called Out of Memory.

Instead of closing the door and locking everything down safely, the engine left “ghost” memory references dangling and lost. With a second request, the attacker could take advantage of that memory space to inject their own instructions.

The practical result? What security experts call RCE, or remote code execution: the attacker gains the ability to run commands on the server with the permissions of the affected process.

A simple public web form could become a gateway to taking control of a server.

Why was this only discovered 15 years later?

This is one of the most fascinating, and worrying, parts of this episode.

PHP’s code is open source. It has been publicly available for decades. Over 15 years, those lines of code went through reviews, audits and security tests without these flaws being identified.

What changed? Artificial intelligence and the computing power now applied to code analysis are expanding our ability to find problems that previously required far more time and human effort.

Advanced language models, combined with automated code analysis tools and fuzzing, which tests programs with large volumes of unexpected or malformed data, make it possible to explore complex behaviors on a different scale.

AI is speeding up the reading, analysis and correlation of execution flows. This helps those who protect systems, but it can also give more power to those trying to attack them.

A paradigm shift: closed code does not guarantee security

For decades, part of the industry relied on a comfortable idea: so-called security through obscurity.

The logic was simple: “If our code is closed or compiled, attackers will have a harder time understanding how it works.”

But a compiled or closed-source program is not, by itself, a guarantee of protection. Analysis and reverse-engineering tools keep evolving, and AI is accelerating that process.

We can no longer assume that something is secure just because it has always worked the same way.

Security requires multiple layers of protection, a resilient architecture, active monitoring and the ability to respond quickly when a new threat emerges.

How did E-goi respond?

As soon as the international alert was issued, our Engineering and Security team sprang into action.

The priority was clear: protect our customers’ services and data while keeping operations running.

Our response combined immediate mitigation, strengthened input filters, the application of patches and an infrastructure audit.

Our response in the first 24 hours

October 21: assessment of potentially affected services and servers.
October 21, afternoon: preventive deactivation of the vulnerable feature, with no service downtime.
October 21, afternoon: strengthening of input filters to block malformed requests before they reach the applications.
October 21, night: application of the security updates released.
October 22, morning: tests to verify the effectiveness of the measures and an audit of 369 servers.
October 22, throughout the day: continued application of patches and verification of services.

Immediate mitigation without stopping the business

Before updating the entire infrastructure, we applied a preventive measure: we deactivated the vulnerable feature and reloaded the services in a controlled way.

Our customers kept sending campaigns with no interruptions caused by this intervention.

Protection right at the entrance

We strengthened the filters at the infrastructure’s entry points to block anomalous requests.

If a request with thousands of fake headers tried to get in, it was stopped before reaching the application servers.

Audit and search for signs of intrusion

During this process, we audited the servers and the remaining infrastructure components. We cross-checked logs and looked for suspicious files, anomalous connections and other signs of intrusion.

The audit found everything clean, as it should be.

What this episode shows about transparency

When a vulnerability of this magnitude becomes public, assessing its impact can take time. Organizations need to identify the affected systems, apply protective measures and investigate any signs of exploitation.

At E-goi, we believe in transparency, technical rigor and the responsibility of protecting our customers’ data and trust every single day.

Having a team capable of following events, assessing risk and applying protective measures within the first hours of an alert is essential to respond to situations like this.

What can you do to protect your accounts and your business?

Moments of heightened media attention can also be exploited for phishing and social engineering attempts. An email that looks like a security alert may, in fact, be the trap itself.

That is why we are sharing a few practical recommendations:

Review the security of your passwords: if any are weak, reused or suspected of being exposed, change them. A password manager can help you create and store strong credentials.
Never reuse passwords: your email password should not be the same one you use on social media or an online store. If one of those services is compromised, your other accounts may be at risk.
Enable two-factor authentication: whenever possible, use an authenticator app or set up passkeys, where available.
Be extra careful with suspicious emails and links: if you receive an email asking you to urgently change your password, warning that your account is about to expire or asking you to open unexpected attachments, stop and verify the source. Access the service through its usual address.
Keep your devices up to date: install security updates for your operating system, browser and the apps you use.

Security is a daily job

Information security requires attention, continuous improvement and teamwork.

Artificial intelligence is giving new capabilities to those who build and protect technology, but also to those who seek to exploit its flaws. The ability to detect, fix and respond must keep pace with that evolution.

At E-goi, we remain vigilant and keep working to protect the services, the data and the trust of everyone who counts on us.

Iúri Ferreira

What Does It Mean to Scale Automated Campaigns in B2B?

Iúri Ferreira — Tue, 18 Aug 2026 09:26:59 +0000

Quick Summary

Scaling in B2B is about more than volume, it requires relevance, personalisation, and alignment with sales.
Intelligent automation makes it possible to manage multiple customer journeys without constant manual effort.
E-goi provides an omnichannel marketing automation platform designed to support this type of challenge.

CRM integration, lead nurturing, and performance analysis are key pillars of a successful scaling strategy.

Why Scaling Automated Campaigns Is Crucial in B2B

In a B2B environment, sales cycles are long, buying decisions involve multiple stakeholders, and the decision-making process is often complex. Scaling automated campaigns helps businesses:

Maintain consistent follow-up with leads at different stages of the buyer’s journey;
Deliver personalised communications at scale, tailored to each industry and decision-maker’s role;
Reduce operational costs while increasing efficiency and agility for marketing teams.

Marketing automation frees up time for strategic thinking and helps ensure that no opportunity is lost along the way.

How to Scale Automated Campaigns in B2B (Step by Step)

1. Start by Mapping the Customer Journey

Identify the key stages of the B2B customer journey:

Awareness (top of the funnel)
Consideration (middle of the funnel)
Decision (bottom of the funnel)

For each stage, define the appropriate content and automation triggers. E-goi allows you to build complete automation workflows for lead nurturing, sales team alerts, and omnichannel customer journeys.

Learn more about automated sales funnels and how to apply them to your business.

2. Integrate Your CRM with Your Marketing Automation Platform

Marketing automation is only effective when it is powered by up-to-date data. For this reason, you should connect your CRM to your marketing automation platform. This allows you to:

Send personalised communications based on lead behaviour;
Trigger automated campaigns after specific actions;
Update the lead’s stage in the sales funnel in real time.

With E-goi, native integrations with CRMs such as HubSpot, Pipedrive, and Salesforce make this process simple and efficient.

3. Personalise Workflows Using Real Data

In B2B marketing, sending a generic email is not enough. Effective automation should take into account:

The recipient’s job role;
Industry or business sector;
Stage in the buying journey;
Previous interactions with your company.

Use tags, custom fields, and dynamic segmentation to create truly relevant communications. Automate messages that include the recipient’s name, company, industry challenges, or relevant customer success stories.

4. Adopt an Omnichannel Automation Strategy

Don’t rely on email alone. B2B environments require a coordinated presence across multiple customer touchpoints. Consider using:

Personalised email marketing;
SMS for time-sensitive alerts;
Push notifications and voice broadcasts to reinforce sales activities;
Integrated landing pages and forms.

E-goi enables you to orchestrate all of these channels within a single automated workflow.

5. Analyse, Test, and Continuously Optimise

Sustainable growth comes from continuous improvement. Make use of features such as:

A/B testing for subject lines, offers, and communication channels;
Click maps and conversion rate analysis;
Reports segmented by funnel stage, channel, and buyer persona.

Build dashboards that track critical KPIs, including cost per lead (CPL), lead qualification rate, average time to conversion, and ROI by segment.

Practical Examples of Scalable B2B Marketing Automation

Scenario 1: Software Company

A SaaS company can use marketing automation to:

Send educational content after a user registers;
Automatically qualify leads based on their interactions;
Notify the sales team when a lead reaches a predefined lead score.

Scenario 2: Business Consultancy

Consulting firms can use automated workflows to:

Promote industry-specific events or webinars;
Nurture decision-makers with relevant case studies;
Schedule sales meetings based on email engagement or responses.

Real Benefits of Scaling Automated Campaigns in B2B

Benefit	Direct Impact
Reduced operational costs	Fewer human resources required for repetitive tasks
Greater sales predictability	More qualified leads delivered with valuable context
Better alignment between marketing and sales	Continuous communication between marketing and sales teams
Personalisation at scale	More relevant customer experiences, even at high volumes
Sustainable growth	Repeatable and measurable processes

Essential Tools for Scaling

To successfully scale automated campaigns, choose a marketing automation solution that offers:

A visual drag-and-drop workflow builder;
Advanced segmentation and lead scoring;
CRM integration and API connectivity;
Real-time performance reporting;
Technical support and personalised training.

Discover all of E-goi’s features and how they can be applied to your B2B marketing strategy.

Closing Thoughts

Scaling automated B2B campaigns is not simply about increasing volume—it’s about delivering the right message to the right person at the right time, with minimal effort and maximum impact. With the right tools, such as E-goi, and a customer-centric strategy, businesses can transform B2B marketing into a predictable, scalable growth engine.

FAQ – Frequently Asked Questions

What is the difference between B2B and B2C marketing automation?

B2B marketing automation supports longer sales cycles, multiple decision-makers, and more rational purchasing processes. B2C automation, on the other hand, is typically focused on emotional engagement and faster buying decisions. In B2B, lead nurturing and close alignment between marketing and sales are essential. Learn how to build an automated sales funnel to support your B2B strategy.

How do you measure the success of an automated B2B campaign?

Key metrics include conversion rate at each stage of the funnel, cost per lead (CPL), average lead score, and time to conversion. With E-goi’s marketing automation platform, you can configure dashboards to monitor these KPIs in real time.

How can you maintain personalisation while scaling?

Use dynamic fields, persona-based segmentation, behavioural data, and CRM integration to deliver highly personalised communications at scale. E-goi allows you to configure these rules through an intuitive visual interface.

Iúri Ferreira

What Does Marketing Automation Mean for Companies with Large Customer Bases?

Iúri Ferreira — Tue, 11 Aug 2026 09:47:31 +0000

What Is Marketing Automation in Practice?

Marketing automation is the process of using software to automate recurring marketing tasks, such as email campaigns, audience segmentation, lead scoring, lead nurturing, and post-purchase follow-ups.

For companies with large customer bases, the main goal is to ensure that every customer receives the right message, at the right time, through the right channel—without constant manual effort.

Key Features:

Creation of automated workflows (email, SMS, push notifications, etc.)
Dynamic customer segmentation based on behaviour
Automated lead scoring to prioritise sales opportunities
Coordinated omnichannel campaigns
A/B testing for continuous optimisation

Why Do Companies with Large Customer Bases Need Marketing Automation?

Managing thousands of leads, customers, and manual interactions is not only inefficient—it becomes impossible in the long term. Marketing automation allows businesses to scale their communications without sacrificing personalisation, making it essential for organisations with large databases and ambitious growth goals.

Strategic Benefits:

Scalability: A well-designed workflow can reach 100 or 100,000 people without any additional effort.
Efficiency: It dramatically reduces the time spent on repetitive tasks.
Consistency: It ensures that no customer or opportunity is overlooked.
Measurable ROI: Every stage of the customer journey can be tracked and optimised using real performance data.

Real-World Example:

Imagine a retail brand with 500,000 customers. Through marketing automation, it can send behaviour-based email and SMS campaigns, recover abandoned carts, and deliver personalised offers—all in real time and without direct human intervention.

How to Implement Marketing Automation in a Company with a Large Customer Base

Implementation begins with choosing the right platform and requires a strategic plan that aligns technology, teams, and business goals.

1. Choose the Right Platform

Select a robust, intuitive, and scalable solution, such as E-goi, which enables omnichannel campaign management with integrated AI, advanced segmentation, and real-time reporting.

2. Define Personas and Customer Segments

Grouping customers by behaviour, purchase history, interests, or location helps personalise communications at scale. With marketing automation, these segments can be dynamic and updated automatically.

3. Map the Customer Journey

Identify every touchpoint, from the first interaction through conversion and customer retention. Automate each stage with relevant, behaviour-triggered communications, such as abandoned cart reminders, birthday messages, or renewal campaigns.

4. Create Automated Workflows

Use triggers such as clicks, email opens, specific dates, or purchases to launch automated sequences. Platforms such as E-goi allow you to build these workflows using intuitive drag-and-drop editors.

5. Monitor and Continuously Optimise

Track key metrics such as open rates, click-through rates, conversion rates, and response times. Run A/B tests, evaluate performance, and continuously optimise your campaigns based on data.

What Results Can You Expect from Marketing Automation?

Automating marketing in companies with large customer bases is like adding a turbo engine to your strategy. The results tend to be fast and measurable:

Indicator	Before Automation	With Automation
Campaign sending time	Days	Minutes
Communication personalisation	Generic	Highly segmented
Email open rate	~10%	~20–30%
Conversão em vendas	~1–2%	~5–8%
Cost per lead	High	Reduced

Integration with Other Departments

Large companies need marketing, sales, and customer support teams to work in sync. Automation enables:

Automatically transferring qualified leads to sales teams;
Triggering support campaigns after a purchase;
Sending real-time internal alerts based on customer behaviour.

All of this contributes to better team alignment and increased overall productivity.

Cases Where Automation Can Scale Performance

E-commerce with Many Products and Customers

Create behaviour-based campaigns, use browsing history, send automated category promotions, and recover abandoned carts.

Physical + Digital Retail Networks

Connect offline and online experiences with location-based notifications and omnichannel campaigns.

SaaS and Subscription-Based Companies

Automate onboarding processes, upgrade suggestions, renewals, and churn prevention strategies.

Recommended Tool for Business Automation

E-goi stands out as a platform designed to handle large volumes of data and customers, offering features such as:

Integrated AI for advanced personalisation
Omnichannel support (email, SMS, voice, push notifications)
Visual automation editor
Dynamic segmentation and lead scoring
Strategic performance tracking

It also provides integrations with CRMs and e-commerce platforms, as well as features such as bulk SMS sending, web push notifications, WhatsApp automation, and more.

Frequently Asked Questions (FAQ)

Does automation replace the marketing team?

No. Automation empowers the team by reducing repetitive tasks and allowing professionals to focus on strategy, creativity, and customer experience.

Is it possible to personalise messages with automation?

Yes. Through dynamic variables and advanced segmentation, companies can personalise messages with customer names, purchase history, preferences, and much more. See how to apply this through E-goi’s automated email marketing solutions.

Do I need technical knowledge to use automation?

It depends on the platform. With E-goi, technical expertise is not required — the system is intuitive, includes a visual editor, and offers specialised support.

Does automation only work with email?

No. Automation can include channels such as SMS, WhatsApp, push notifications, voice, and even chatbots, creating a truly omnichannel communication strategy.

How much does marketing automation cost?

Costs vary depending on volume, features, and business needs. Many platforms, such as E-goi, offer scalable plans and free trials, allowing companies to start without significant risk.

Ready to Scale Your Communication?

Companies with large customer bases need intelligent solutions, and marketing automation is the most direct path to faster results, more efficient processes, and more satisfied customers.

Explore E-goi’s marketing automation solutions and start transforming your operation into a results-driven engine.

Iúri Ferreira

Is Investing in Email Marketing Worth It for the Corporate Sector?

Iúri Ferreira — Tue, 04 Aug 2026 07:31:00 +0000

Email marketing remains one of the most effective channels in the corporate sector, outperforming many other digital strategies.

In 2025, its relevance is strengthened by advanced personalisation, intelligent automation, and the ability to build long-lasting customer relationships.

By focusing on targeted content and precise segmentation, companies can increase open rates and conversions, turning each email into a real and sustainable growth opportunity.

Investing in a well-structured email marketing strategy is now essential for businesses looking to stand out in a competitive and constantly evolving market.

What Is Email Marketing in the Corporate Sector?

Email marketing in the corporate sector is an essential strategy that uses segmented and personalised messages sent to customers and potential customers, with the goal of strengthening relationships, promoting products or services, and increasing customer loyalty.

It is a direct and measurable channel that allows companies to communicate effectively and at scale, adapting messages to the specific needs of each audience.

This type of digital marketing stands out for its ability to create automated communication journeys, where relevant content is delivered at the right moment, increasing engagement and conversion rates.

In addition, corporate email marketing helps strengthen brand image, increase awareness, and build trust, while also providing organisations with an excellent return on investment.

The success of this strategy depends on using specialised platforms that enable advanced segmentation, individual personalisation, real-time performance analysis, and integration with other marketing and sales solutions.

Is Investing in Corporate Email Marketing Worth It?

Investing in corporate email marketing should be based on real data. Numbers show that it remains one of the most profitable strategies in the digital landscape, especially for businesses.

Return on Investment (ROI) Analysis

According to the Data & Marketing Association, email marketing can generate a return of €42 for every €1 invested, making it one of the strongest digital marketing channels.

Comparison with Other Digital Marketing Strategies

Email stands out because it allows companies to communicate directly with their audience. It reduces dependence on social media algorithms, helping ensure that messages reach the intended recipients.

B2B Effectiveness Statistics

Email marketing continues to demonstrate strong performance in B2B environments:

Average open rate of 21% in the B2B sector
Click-through rates between 2.5% and 3%
Conversions up to 50% higher compared to social media channels

Key Benefits of Email Marketing for Businesses

Email marketing offers unique advantages for digital businesses, especially when supported by a robust corporate solution. These tools help build credibility, personalise communication with audiences, and optimise internal processes, improving efficiency and delivering measurable results.

Brand Professionalism and Authority

A corporate email address builds trust with customers. The difference between a professional business email and a personal email account can significantly influence purchasing decisions and business partnerships.

Centralised Data and Communication Management

Professional platforms make data management easier. Companies can monitor metrics, create backups, and maintain communication histories. This helps identify issues, improve campaigns, and strengthen data security.

Integration and Consistency Across Corporate Communications

Using standardised business email addresses benefits teams by ensuring every employee has a professional account. Collaboration tools help maintain communication standards and improve teamwork.

Specialised Technical Support

Dedicated technical support saves time and reduces operational issues. Technical problems can be resolved faster, allowing companies to focus on growth instead of infrastructure challenges.

Main Challenges and Risks of Poorly Executed Email Marketing

Email marketing can become a costly mistake if it is not carefully planned. Spam filters, for example, represent a major challenge, as email servers may block messages containing suspicious wording or excessive promotional language, preventing them from reaching recipients.

Building a qualified contact list also requires time and investment. Many companies underestimate the costs involved in email campaigns, including creating valuable content, responsive design, and specialised expertise. A poorly structured campaign can generate significant costs without delivering the expected results.

Email marketing also involves important legal considerations. Sending excessive messages can lead to penalties, as data protection regulations require clear consent from recipients and proper management of personal information.

Another common issue is inconsistent display across devices. An email that looks perfect on desktop may not work properly on mobile devices. For this reason, balancing text and images is essential to ensure compatibility and a good user experience across all formats.

Engagement is another major challenge. Many people subscribe because of specific promotions or even by mistake. Without effective segmentation and personalisation strategies, emails can quickly lose relevance, reducing the initial return on investment.

Evolution and Trends in Email Marketing

Email marketing has continuously evolved to meet the growing demand for personalisation, automation, and customer interaction in the business sector. What started as mass communication has developed into a more refined approach focused on relationships and user experience.

The main trends shaping the future of email marketing include:

Hyperpersonalisation

Messages are increasingly adapted based on behavioural data and preferences, making each communication more relevant and personalised for the recipient.

Intelligent Automation

Artificial intelligence-powered automation enables companies to send contextual content in real time, at the ideal moment to maximise engagement.

Interactive Emails

Interactive elements such as videos, quizzes, and dynamic buttons are becoming more common, creating more engaging experiences and increasing interaction time.

Data Privacy and Digital Ethics

Respecting user privacy and maintaining transparent practices are becoming essential, with companies focusing on compliance with data protection regulations.

Omnichannel Integration

Connecting email marketing with other digital platforms and channels strengthens omnichannel strategies, creating consistent communication focused on business objectives, lead generation, customer retention, and sustainable growth.

Effective Strategies for Implementing Corporate Email Marketing

To succeed with corporate email marketing, companies need a well-planned strategy and must follow best practices to maximise return on investment.

Segmentation is the starting point of an effective strategy. Dividing contact lists based on interests, location, demographics, or behaviour helps create more targeted emails and avoids sending generic content that fails to generate results.

Personalisation goes beyond simply using the recipient’s name. Using behavioural data to create relevant offers increases conversion rates. When content matches customer interests, engagement improves significantly.

Key Elements of Successful Campaigns:

Simple layouts with readable fonts
Optimised images for mobile devices
Interactive elements such as quizzes
Clear and visible calls to action

Automation helps maintain continuous communication with customers. Creating workflows for lead nurturing, purchase follow-ups, and abandoned cart recovery can significantly improve results.

Continuously testing different campaign elements is also essential. Experimenting with subject lines, images, and calls to action helps identify what works best for each audience segment.

Recommended Email Marketing Tools and Platforms for the Corporate Sector

Choosing the right email marketing platforms is essential for the success of corporate campaigns. Companies need powerful solutions that go beyond manual email sending. The right technology helps businesses scale while maintaining quality and personalisation.

Essential Features of a Professional Platform

A professional platform should provide strong deliverability capabilities, reliable infrastructure, and tools to support large-scale communication. The best solutions include:

Advanced contact management and segmentation
Responsive and customisable templates
A/B testing to optimise campaigns
Detailed reports with essential KPIs
Integration with CRM systems and other corporate tools

CRM integration provides a complete view of the customer. Platforms such as Salesforce, HubSpot, and Microsoft Dynamics can connect with marketing tools, keeping customer information updated in real time.

Automation and Data Analysis Features

Marketing automation tools save time while maintaining personalised communication. Platforms such as E-goi allow companies to manage channels like email, social media, landing pages, and automated workflows within a single solution.

Analytics and reporting features provide insights into open rates, clicks, conversions, and audience behaviour, helping companies make data-driven strategic adjustments.

How to Measure the Success of Email Marketing Campaigns

To understand the success of your email campaigns, it is essential to have an effective analysis strategy. Without the right metrics, it is difficult to identify what is working. Companies that monitor their KPIs can continuously improve their campaigns and achieve better results.

Open Rate and Click-Through Rate

The open rate is calculated by dividing the number of opened emails by the total number of emails sent. Multiplying this by 100 helps measure whether the subject line successfully captured the audience’s attention.

The click-through rate measures engagement with the content. It is calculated by dividing the number of clicks by the number of opened emails and multiplying by 100. This metric helps evaluate how effective the email content and calls to action are.

Conversion Rate and ROI

The conversion rate shows how many clicks lead to the desired action, such as a purchase, registration, or request. This KPI is essential for understanding the real business impact of email campaigns.

ROI (Return on Investment) helps determine whether the results generated justify the resources invested. By analysing revenue, conversions, and campaign costs, companies can identify the strategies that deliver the highest value.

Engagement and Retention Metrics

Email marketing metrics also include bounce rate, which measures emails that were not successfully delivered. It is important to distinguish between temporary and permanent bounces to maintain a healthy contact database.

Monitoring these indicators helps companies make strategic adjustments based on real data, improve deliverability, and create more effective long-term communication strategies.

Legal Compliance and Best Practices in Corporate Email Marketing

Data privacy rules are essential for email marketing. Regulations such as GDPR establish strict requirements to protect user rights and ensure transparency in digital communication.

To comply with these rules, companies need clear consent management processes. Obtaining permission before sending communications helps build trust and ensures that customers understand how their data is being used.

Best practices include:

Obtaining explicit consent before sending emails
Making the unsubscribe process easy and accessible in every email
Keeping databases updated with valid contact information
Documenting all permissions received
Implementing strong data security measures

Following privacy regulations does more than ensure legal compliance. Companies that respect customer data build a stronger reputation and create long-term relationships based on trust.

Corporate Email Marketing Is a Strategic Investment with High Return

Email marketing continues to be an essential tool for businesses, even with the growth of social media channels. Investing in this strategy is key to maintaining effective communication and achieving sustainable results.

To succeed, companies need advanced segmentation, authentic personalisation, and intelligent automation. Responsive design ensures messages display correctly across all devices, while interactive content increases recipient engagement.

For companies that value professionalism, efficient management, and measurable results, corporate email marketing is an essential pillar. With the right tools and aligned strategies, businesses can achieve strong results and strengthen their digital presence.

Email marketing is not just a temporary trend. It is a business communication channel that continues to evolve and generate measurable results for companies that invest in it correctly.

Book a free E-goi platform demonstration today and discover our solutions for the corporate sector.

Iúri Ferreira

Email Verification Protocol: the end of confirmation emails?

Iúri Ferreira — Thu, 23 Jul 2026 14:57:45 +0000

Technology could reduce friction in subscription and registration forms. However, it is still being tested through an origin trial and should not be seen as a universal replacement for double opt-in, consent or email marketing best practices.

Overview

There is a point where many registrations are left incomplete: after taking a certain action, the user has to leave the website, open their inbox, find a confirmation message and click a link.

This step exists for good reasons. It confirms that the address is valid and that the person has access to the corresponding email account. This is known as double opt-in.

At the same time, it introduces an interruption at an important point in the user journey. When someone is creating an account, subscribing to a newsletter or completing a checkout, any additional step can increase the risk of abandonment.

Chrome introduced the Email Verification Protocol, or EVP, to try to reduce this friction.

The proposal allows the browser to communicate directly with the email provider to verify that the user controls the address. Everything happens without sending a confirmation email or requiring the person to leave the website.

The technology is currently being tested through a Chrome origin trial, with Gmail participating as an email provider. However, this does not mean that it is widely available or that it will definitively replace the current process.

What is double opt-in, and why is it still used?

Double opt-in is a two-step confirmation process used to validate new contacts.

In practice, it works as follows:

The user completes a subscription, registration or checkout form.
They receive an automated message at the address provided.
They open the message and click a confirmation link.
Only after that click is the address considered confirmed.

This process helps solve several problems.

First, it confirms that the address exists and that the user has access to the corresponding inbox. It also helps reduce typing errors. For example, someone might enter gmial.com instead of gmail.com without noticing.

Double opt-in also makes it more difficult to use fake addresses, create automated registrations or submit someone else’s address without their permission. It can also contribute to creating a stronger record of consent, depending on how the process is implemented and documented.

For these reasons, it continues to be considered a best practice for managing contact databases.

Why can the current process create friction?

Despite its advantages, double opt-in introduces an additional step into the user journey. This friction can have several causes.

Context switching

The user is on the website, focused on an action, but has to open another application or browser tab to continue.

The need to open the inbox

The person has to access their webmail or email application and look for the confirmation message. In some cases, the message may appear in a promotions or spam folder.

Potential delivery delays

Even with a good sending infrastructure, the message may take a few seconds or minutes to arrive. During that time, the user may lose interest, close the page or start doing something else.

Abandonment before confirmation

Some people complete the form but never click the link. The result is a group of contacts who showed interest but did not complete the registration.

What is the Email Verification Protocol?

The Email Verification Protocol is a proposed open protocol that allows the browser to communicate directly with the email provider.

Its purpose is to confirm that the user controls the address they entered, without requiring a verification message to be sent. Instead of waiting for the person to open their inbox and click a link, the browser handles the confirmation in the background. Once the process is complete, the website receives a signed token proving that the address was verified by the relevant provider.

The user remains on the website throughout the process. They do not need to open their email, copy a code or switch applications.

The proposal is being developed publicly and has been presented as a progressive enhancement to existing flows. In other words, it could complement the current process when available, without preventing websites from keeping their usual methods as an alternative.

How does verification work without sending an email?

The technical process includes several security steps, but the flow can be explained simply.

1. The user selects the address

In a compatible form, the user chooses the address from Chrome’s autofill suggestions. At this initial stage, manually entering the address is not sufficient.

2. The browser identifies the provider

Chrome identifies the address domain and looks for the service responsible for the corresponding account. For example, in the case of a Gmail address, the browser may contact Google’s account service.

3. The provider confirms the session

The provider checks whether there is an active session associated with that address in the same browser profile. This means that the user must be signed in to the relevant email account.

4. A verification token is created

After confirming the session, the provider generates a verification token. The browser associates that token with the website and the form that initiated the request.

5. The website validates the token

When the form is submitted, the website receives the token through a hidden field. The website verifies elements such as:

The address provided.
The origin of the request.
The provider’s signature.
A unique value associated with the form.

6. The user remains on the website

The entire process takes place without interrupting the browsing experience. The user only sees a subtle indication that the address has been confirmed by the provider.

The first time it is used, an authorisation request is displayed. After this initial authorisation, the process may take place more quietly.

For verification to work during the origin trial:

The user must have an active session with the email provider.
That session must be open in the same Chrome profile.
The address must be selected from the autofill suggestions.
The email provider must participate in the protocol.
The website must be registered for the origin trial and have implemented the process.

Manual address entry is not yet supported in the initial trial, although it is planned for a future version. When any of these conditions are not met, the website does not receive the token and must fall back on its usual confirmation method.

Can EVP replace double opt-in?

EVP could take over part of the role currently performed by double opt-in, but the two concepts are not necessarily equivalent.

The protocol confirms that:

The address exists.
The provider participates in the process.
There is an active session associated with the address.
The user completing the form controls that session at that moment.

This provides technical proof of control over the address. However, it does not necessarily prove that a message sent by the brand reached the inbox.

EVP does not test sender reputation, message deliverability or how messages will be handled by the email provider. For this reason, businesses may continue to send welcome or onboarding emails even when verification is completed through the protocol.

It is also important to distinguish verification from consent. Confirming that a person controls an address does not, by itself, mean that they have authorised the sending of commercial communications. Nor does it automatically prove that consent was freely given, informed, specific, unambiguous and properly recorded.

The applicable rules will depend on the market, the purpose of the processing, the relationship with the contact, the company’s internal policies and any existing legal or contractual obligations.

Businesses should therefore not remove or change their consent processes simply because an address has been verified through EVP.

Any change should be legally assessed and validated according to the markets in which the organisation operates.

The protocol may eventually simplify the technical validation of an address. By itself, however, it does not remove the need to collect and demonstrate consent when required.

What could change in email marketing?

If EVP is widely adopted by browsers, email providers and websites, it could affect different areas of email marketing. These effects are possible, but they are not guaranteed.

Less friction in forms

Users could confirm their address without leaving the website, simplifying form completion, newsletter subscriptions, account creation, service registration and other processes that depend on email validation.

Potential increase in completion rates

A process with fewer steps could reduce the number of people who abandon the registration before completing it. However, the actual impact will depend on the audience, device, browser and how the form is designed.

Better quality of collected addresses

An address validated directly with the relevant provider is less likely to be nonexistent or entered incorrectly.

Fewer typing errors and fake addresses

Because the user must choose an address already recognised by Chrome, errors such as misspelled domains may become less common. The process could also make it more difficult to use invented addresses or addresses belonging to third parties.

Faster onboarding

In SaaS services, online stores and platforms that require account creation, the user could move to the next stage more quickly. For example, they could immediately access the platform, complete a purchase or begin configuring the service without waiting for a message.

Potentially less dependence on confirmation emails

If the protocol achieves significant adoption, some businesses may rely less on the traditional confirmation link. Even so, an alternative method will still be necessary for cases where EVP is unavailable. At this stage, confirmation email remains the most widely supported and compatible mechanism.

What could the impact be on database quality and deliverability?

Collecting verified addresses could contribute to cleaner databases. If there are fewer invalid or incorrect addresses, the number of bounces during initial sends may also decrease.

However, it would not be accurate to say that EVP directly improves deliverability, as deliverability will continue to depend on several factors.

Do contacts know that they signed up? Do they understand what type of messages they will receive and how frequently? A valid address does not compensate for a lack of consent or poorly managed expectations.

Content quality and relevance

Messages need to be useful and relevant to the recipient’s interests. Irrelevant content can lead to low engagement, unsubscribes or complaints.

Sending frequency

Sending too frequently can overwhelm contacts. On the other hand, sending too infrequently can also cause them to stop recognising the brand or forget that they signed up.

Sender reputation

The reputation of the sending domain and IP addresses will continue to influence whether messages reach the inbox.

Domain authentication

Configurations such as SPF, DKIM and DMARC will remain essential for demonstrating the legitimacy of email sends.

Engagement, complaints and unsubscribes

Email providers analyse how recipients interact with messages. Opens, clicks, replies, deletions, spam complaints and unsubscribe requests will continue to generate important signals.

EVP may confirm that an address is valid. It does not confirm that the contact wants to receive messages, that the content is relevant or that the sender’s infrastructure is properly configured. A technically valid address can still create deliverability problems if it belongs to someone who does not recognise or want to receive the communications.

Limitations and open questions

The potential of EVP should be assessed in light of its current limitations.

The technology is still being tested

EVP is available through an origin trial. Origin trials are experiments used by Chrome to collect feedback before potentially making a feature more widely available.

There are usage limits, and the implementation may change. Some technical parts of the protocol are also still under development.

Adoption depends on several parties

For the protocol to work at scale, it will need to be adopted by:

Browsers.
Email providers.
Services responsible for the accounts.
Websites that collect addresses.

If any of these parties does not support the technology, another confirmation method will be required.

Gmail’s participation does not represent the entire market

Gmail is participating in the origin trial as a provider. Its participation is relevant because of its scale, but it does not mean that every provider will adopt the protocol, nor does it guarantee that the technology will receive widespread support after the trial ends.

An alternative method is still required

Websites should treat the token as optional. When the token is not received or validation fails, the flow should continue through the traditional method, such as sending a confirmation link.

Adoption outside Chrome remains uncertain

To become a true standard, the protocol will need to be accepted by other browsers. As long as it is limited to the Chrome ecosystem, its coverage will inevitably remain partial.

There are questions about privacy and interoperability

Although the proposal includes measures intended to limit the information shared between the website and the provider, several issues still need to be monitored.

These include:

How different providers will implement the protocol.
Compatibility between browsers.
The authorisation experience shown to users.
The handling of multiple accounts in the same browser.
The relationship between technical verification and consent.
Token security and validation.
The evolution of the technical specifications.

These issues continue to be discussed in the public forums associated with the proposal.

What should brands do now?

Stay calm. There is no need to rebuild subscription or registration processes yet. However, there are some practical steps that brands can begin taking.

1. Follow the progress of the origin trial

Marketing, product and technology teams should follow the updates published by Chrome. It may also be useful to monitor the development of the proposal and see whether other browsers or providers show interest.

2. Do not remove double opt-in prematurely

Double opt-in remains a widely supported method for confirming that a contact has access to their inbox. Depending on how the process is implemented, it may also play an important role in demonstrating consent.

It should therefore not be removed simply because a new experimental technology has appeared.

3. Review abandonment points

Brands can already analyse:

How many people complete the form.
How many receive the confirmation message.
How many click the link.
How long they take to confirm.
Which devices or sources have the highest abandonment rates.

This analysis is valuable regardless of how EVP develops.

4. Improve confirmation messages

A confirmation email should include:

A clear subject line.
A recognisable sender.
A simple explanation.
A visible confirmation link.
An indication of what will happen after the click.

It is also important to optimise the page displayed after confirmation, ensuring continuity in the contact’s experience.

Businesses should maintain an appropriate record of elements such as:

Date and time.
Contact source.
Form used.
Consent wording displayed.
Purpose stated.
Version of the accepted terms.
IP address, when applicable and legally appropriate.

EVP does not remove this requirement.

6. Prepare fallback mechanisms

Any future implementation should assume that automatic verification may fail. The flow must be able to direct the user to a traditional confirmation email whenever:

The browser does not support the protocol.
The provider does not participate.
There is no active session.
The address is entered manually.
The token is not received.
Validation fails.

7. Consider testing when the technology is more mature

Once there is greater stability and coverage, it may make sense to test EVP with a limited group of users.

Before testing, metrics should be defined, such as:

Percentage of forms that receive a token.
Successful token validation rate.
Percentage of users directed to the fallback method.
Registration completion rate.
Average time to completion.
Quality of the collected addresses.
Impact on consent and auditing processes.

Conclusion

The Email Verification Protocol aims to solve a real problem: the interruption caused by the traditional confirmation process.

By allowing the browser to validate the address directly with the provider, EVP could simplify subscription, registration and checkout forms. It may also help reduce errors, improve the quality of collected addresses and speed up onboarding experiences.

However, it is important not to jump to conclusions.

The technology is being tested through an origin trial, depends on the participation of several parties and is not yet widely available. It is not a universal replacement for double opt-in and does not remove requirements related to consent, proof of consent, contact management or deliverability.

The future of verification may be simpler for users. For brands, it will continue to require what it has always required: clear processes, properly documented consent, security, well-maintained databases and communications that people genuinely want to receive.

Friction may decrease. Responsibility will remain with brands.

Start by improving what you already control

While the Email Verification Protocol continues to be tested, your campaign results still depend mainly on the quality of the processes you already use.

With E-goi, you can create forms and landing pages, configure double opt-in flows, automate welcome journeys and keep consent records and contacts organised within the same platform.

Try E-goi and build a contact database that is ready for the present and whatever comes next.

Main source: “Test the Email Verification Protocol with an origin trial”, Chrome for Developers, published on 8 July 2026.

Iúri Ferreira

The 5 Best Email Marketing Tools in 2026

Iúri Ferreira — Tue, 21 Jul 2026 13:21:37 +0000

In 2026, email marketing no longer performs effectively as a standalone tool. The best platforms are those that combine automation, data, and multiple communication channels.

The top five are:

E-goi, best for omnichannel automation (email, SMS, WhatsApp, push notifications, and customer data)
ActiveCampaign, best for advanced automation and CRM
Brevo, best balance between simplicity and affordability
Mailchimp, best for beginners
Klaviyo, best for e-commerce, especially Shopify stores

The right choice depends more on your business model than on individual features alone.

What Has Changed in Email Marketing in 2026?

The biggest change is not technological, it is strategic.

Email has evolved from a standalone campaign channel into one component of broader automation and customer data systems.

Today, marketing teams focus on:

Revenue generated (not just opens and clicks)
End-to-end customer journey automation
E-commerce and CRM integration
Multichannel communication (email, SMS, WhatsApp, and push notifications)
Behaviour-based personalisation

This means that choosing a platform solely because it offers attractive templates or an easy-to-use editor is no longer enough.

As 5 melhores ferramentas de email marketing em 2026

1. E-goi – Best for Omnichannel Marketing Automation

AE-goi positions itself as an omnichannel marketing automation platform, ideal for companies that do not want to rely solely on email.

Instead of functioning as a newsletter tool, it enables businesses to manage multiple channels within a single system.

Core features:

Email marketing
SMS marketing
WhatsApp marketing
Web and mobile push notifications
Marketing automation
Advanced segmentation
Landing pages and forms
E-commerce and CRM integrations

Key strengths:

Strong centralisation of channels, reducing dependency on external tools
Good balance between functionality and cost for SMEs and mid-market companies
Well suited for e-commerce and retail businesses
Allows companies to evolve from basic email marketing to full marketing automation

Limitations:

Lower global brand awareness compared to major US-based competitors
Some advanced integrations may require technical setup

It makes more sense for companies aiming to scale into full automation rather than staying limited to email-only marketing.

2. ActiveCampaign – Best for Advanced Automations

ActiveCampaign is one of the strongest platforms for marketing automation and CRM.

It is widely used in B2B environments and by sales teams that rely on complex funnels.

Core features:

Advanced automation (complex workflows)
Integrated CRM
Lead scoring
Behavioural segmentation
Email marketing
Key strengths:
Excellent for lead nurturing
Very high level of automation customisation
Strong CRM capabilities

Limitations:

Steep learning curve
Can become expensive as the database grows
More focused on sales processes than on multichannel communication

3. Brevo – orientada para utilização simples e direta

Brevo (formerly Sendinblue) is a well-balanced option for small businesses.

Core features:

Email marketing
SMS marketing
Basic CRM
Simple automation
Transactional emails

Key strengths:

Simple, easy-to-use interface
Strong entry-level solution for small businesses

Limitations:

Less advanced automation capabilities
Limited depth in segmentation and personalisation

Best suited for small businesses looking for a straightforward and cost-effective starting point in marketing automation.

4. Mailchimp – melhor para iniciantes

Mailchimp remains one of the most well-known email marketing tools.

Core features:

Newsletter creation
Ready-made templates
Basic automation
Integrations with various platforms
Simple analytics

Key strengths:

Very easy to use
Low learning curve
A solid choice for beginners

Limitations:

Pricing becomes inefficient at scale with large databases
Limited automation compared to more advanced tools
Less suitable for omnichannel strategies

5. Klaviyo – melhor para e-commerce

Klaviyo is a leading reference in the e-commerce space, especially within Shopify.

Core features:

E-commerce automation
Abandoned cart recovery
Purchase behaviour segmentation
Deep integrations with online stores
Revenue-focused analytics

Key strengths:

Excellent for online stores
Strong focus on purchase data
Strong performance in customer retention

Limitations:

Less flexible outside of e-commerce environments
Can become expensive at scale with large databases
Less suitable for broader multichannel strategies

Quick Comparison

Tool	Best for	Main Strength	Main Limitation
E-goi	Omnichannel automation	Multiple channels in one system	Lower global brand awareness
ActiveCampaign	B2B and complex automation	CRM + advanced workflows	Complexity
Brevo	Small businesses	Pricing and simplicity	Limited scalability
Mailchimp	Beginners	Ease of use	Limited automation
Klaviyo	E-commerce	Purchase data-driven marketing	Limited outside e-commerce focus

Conclusion

In 2026, the difference between email marketing tools is no longer just about the editor or templates, but about the ability to integrate data, automation, and multiple channels.

For multichannel growth and centralisation: E-goi
For advanced automation: ActiveCampaign
For e-commerce: Klaviyo
For simplicity: Mailchimp or Brevo

The best choice is not the most popular one — it is the one that best fits the type of growth a company aims to achieve in the coming years.

Iúri Ferreira

How to Add an Email Countdown Timer to Boost Black Friday Sales

Iúri Ferreira — Fri, 10 Jul 2026 13:47:26 +0000

On many buying occasions, customers go through the following stages before making a purchase: recognizing a need, researching information, and evaluating the available options.

The time between each stage can range from a few seconds to hours, days, or even months. Or, in the worst-case scenario, the purchase may never happen simply because it is not seen as a priority, which is a very common behavior.

On the other hand, have you ever noticed that things with limited availability are often perceived as more valuable? A product becomes more desirable when it is scarce.

That is why the benefits of using a countdown timer in your emails are clear: it can significantly increase sales.

Now, imagine how effective it could be to add a countdown timer to your Black Friday campaigns.

In this article, I’ll explore the benefits of using countdown timers and show you how this strategy can help maximize the performance of your Black Friday campaigns.

How to Use a Countdown Timer in Black Friday Emails

As one of the most anticipated shopping events of the year, Black Friday is naturally filled with special offers. To stand out from the competition and maximize sales, creating a sense of urgency is essential.

A countdown timer is one of the most effective ways to achieve this. Below are a few ways you can use it throughout your Black Friday campaign:

Before Black Friday

One of the best ways to use a countdown timer is to build anticipation before the event begins. Use it to show how much time is left until your Black Friday deals go live.

This creates excitement and keeps your brand top of mind. For example, you can send an email letting customers know that your offers will start in 48 hours and include a countdown timer showing the remaining time.

Email Example:

Subject: Only 2 days left until our best Black Friday deals!

Hello {!fname},

Get ready! Our Black Friday deals are almost here!

[Insert countdown timer here]

Don’t miss the chance to save on amazing products. Stay tuned!

[CTA Button: View Deals]

During Black Friday

Countdown timers aren’t just useful before the event—they’re equally effective while it’s happening.

Use them for limited-time offers or to show how much time is left before Black Friday ends. This keeps customers engaged and encourages them to act quickly.

Email Example:

Subject: Only 12 hours left to grab our best deals!

Hello {!fname},

Black Friday is in full swing! But hurry—our best offers end at midnight!

[Insert countdown timer here]

Don’t wait until it’s too late!

[CTA Button: Shop Now]

Final Hours

A countdown timer becomes even more powerful during the last hours of Black Friday, reinforcing urgency and highlighting that the promotion is about to end. It can be the deciding factor for customers who are still hesitating.

Email Example:

Subject: Last chance! Black Friday ends in just 1 hour!

Hello {!fname:FIRSTWORD},

We’re almost out of time! Black Friday ends in just 1 hour!

[Insert countdown timer here]

Don’t miss this unique opportunity!

[CTA Button: Complete Your Purchase]

Benefits of Using Countdown Timers in Black Friday Email Marketing

1. Creates a Sense of Urgency

As mentioned earlier, one of the biggest advantages of using countdown timers is the sense of urgency they create.

When customers see that time is running out, they’re much more likely to take immediate action. This is especially effective during Black Friday, when competition is intense and shoppers are already in buying mode.

2. Increases Conversion Rates

If adding countdown timers encourages more people to buy, it naturally leads to higher conversion rates.

Studies show that campaigns featuring countdown timers can significantly improve conversions, as the urgency motivates customers to complete their purchases before the offer expires.

3. Improves Customer Engagement

Emails with countdown timers typically generate higher open and click-through rates. Limited-time offers spark curiosity and encourage recipients to open the email so they don’t miss out.

4. Increases Perceived Product Value

Scarcity is a powerful psychological trigger. When customers see a timer indicating that an offer is about to expire, they tend to perceive the product or service as more valuable, increasing its appeal.

How Do I Add a Countdown Timer to My Email?

1. Create an E-goi Account

If you’re already an E-goi customer, simply click here and log in to your account.

If you’re not yet an E-goi customer, create your free account here:

Create My Free Account »

2. Create an Email Campaign

In the Email Builder, select the Countdown option and drag the widget into the editor:

3. Under Options, select the date and time when you want your countdown to end:

Under Appearance > Widget, adjust the spacing and styling inside the countdown timer.

Under Appearance > Style, choose your preferred countdown design, including text colors, fonts, background color, and font size.

6. That’s it! Your personalized countdown timer is now ready and will certainly help boost the performance of your campaigns.

Conclusion

A countdown timer is a valuable tool for making your email campaigns more effective. By reinforcing your offer and creating a sense of urgency, it can help increase conversions.

During key shopping events such as Black Friday, this feature can make all the difference to your campaign’s success. As you’ve seen throughout this article, you can use it from the pre-launch phase all the way through to the final hours of your promotion.

With E-goi, adding a countdown timer to your campaigns is quick and intuitive. Using the drag-and-drop editor, you can optimize your emails in just a few clicks.

Looking for more ways to boost your Black Friday results? Check out: Black Friday Email Marketing Tips: Strategies to Sell More.

Iúri Ferreira

Marketing Planner: How to Measure the Results of Your Marketing Strategy

Iúri Ferreira — Thu, 09 Jul 2026 16:53:47 +0000

When developing a marketing planner, we usually think about key dates throughout the year. We create dedicated campaigns for those occasions with the goal of driving positive business results. That’s the theory. In practice, however, things can quickly become overwhelming for both entrepreneurs and marketing professionals.

Close your eyes and imagine this scenario: it’s the end of the year, which means Black Friday, Cyber Monday, and Christmas campaigns are all happening at once. You need social media posts, landing pages, email campaigns, SMS campaigns, and many other marketing activities running simultaneously. So how do you keep your marketing planner organised while still being able to measure results?

Read the full article about the Planner and discover how it can become your best ally when planning and executing your marketing goals.

Campaign Planner

Planner is E-goi’s new feature that allows you to select and group your marketing and communication activities within the platform. It enables you to monitor the combined performance of all those actions in a single place.

Instead of tracking the performance of every individual email, every social media post, and trying to understand how each action contributed to your campaign objectives, Planner gives you a complete overview of your strategy. This not only saves time but also makes it much easier to measure results and optimise future campaigns.

How Does It Work?

First, Planner asks you to define the start and end dates of your marketing campaign. Next, you’ll need to set the campaign objectives you want to measure. You can choose metrics such as opens, reach, clicks, comments, impressions, sign-ups, and visits, among others. Then, simply define the target value you want your campaign to achieve.

Finally, add all the campaign assets—emails, landing pages, forms, SMS campaigns, social media posts, and any other marketing activities you’ve created. This gives you a complete overview of your campaign in one place.

Once your Planner is set up correctly, all that’s left is to monitor your performance in real time. Track your campaign’s progress and see exactly how close you are to achieving your goals.

Campaign Planner: Your Black Friday Ally

How Planner Transforms Your Black Friday Campaigns

Black Friday is one of the most important dates in the retail calendar, and making the most of it usually means running multiple campaigns across different marketing channels.

With E-goi’s Planner, you can group all of those activities in one place and view your results from a single dashboard. But that’s only one of its advantages. Here are some of the ways it can transform your Black Friday strategy:

Efficient Planning: E-goi’s Planner allows you to build complete campaigns from a single location, bringing together data from your email campaigns, landing pages, SMS marketing, and much more. Having everything centralised within E-goi saves valuable time—something you’ll definitely appreciate during a busy period like Black Friday.

Unified View: Black Friday usually involves several activities happening at the same time—from flash sales to social media advertising. Planner provides a unified view of all these initiatives, making it easier to coordinate different channels and ensuring your messaging remains consistent.

Real-Time Metrics: Monitoring campaign performance throughout Black Friday is essential if you want to maximise results. Planner’s real-time analytics let you quickly identify which actions are generating the most engagement and conversions, allowing you to optimise your strategy while your campaign is still running.

Step-by-Step: Build a Successful Black Friday Campaign with Planner

Access Planner within the E-goi platform.
Select the objective “Sell a Product” and set the context to “Black Friday.”
Define your campaign’s start and end dates.
Choose the metrics you’ll use to measure success.
Add your campaign assets (emails, SMS campaigns, landing pages, etc.).
Customise the suggested content with your own Black Friday offers.
Monitor your results in real time and optimise your campaign whenever needed.

Tips to Maximise Your Black Friday Results

At E-goi, we’re committed to helping your business succeed. So, in addition to introducing Planner as the perfect tool for managing your Black Friday campaigns, here are a few practical tips to help you achieve even better results.

With these recommendations—and Planner—you’ll be fully prepared to boost your sales during the busiest shopping season of the year.

Create an Email Sequence: Build anticipation before Black Friday with a sequence of emails. Announce exclusive offers in advance to capture your customers’ attention and generate excitement.

Use Audience Segmentation: Segmentation is essential for delivering personalised offers to different groups within your audience. The better your segmentation, the more relevant your campaigns become—and the higher your chances of converting customers.

Implement Marketing Automation: Consider setting up automated workflows for abandoned cart recovery or post-purchase messages featuring complementary offers during Black Friday.

Make the Most of Planner’s Metrics: Use Planner’s real-time analytics to optimise your campaigns as they run. These insights allow you to identify which offers perform best and adjust your strategy accordingly.

Conclusion

With E-goi’s Planner, your marketing activities stop being isolated tasks and become part of a cohesive campaign strategy.

Especially during critical periods like Black Friday, Planner enables you to monitor every channel and every communication from a single place while tracking their performance in real time. Stay on top of your results and make informed decisions to achieve your campaign goals.

Want to try Campaign Planner in your next campaign? We’re here to help!

Iúri Ferreira

Black Friday 2025: PPC Strategies to Prepare Your Online Store

Iúri Ferreira — Thu, 09 Jul 2026 15:04:26 +0000

Every year I see the same thing: many businesses think Black Friday is simply about increasing the budget and launching ads at random. (Spoiler: it isn’t.)

Real success comes from strategic planning, early preparation, and intelligently optimising every campaign.

So, if you want to maximise your performance this season, follow these Black Friday 2025 PPC strategies to prepare your ecommerce store and stay ahead of the competition before they discover the same tactics.

Black Friday 2025 PPC Strategies

1. Audit Last Year’s Performance: Don’t Repeat Mistakes—Improve

Before launching new campaigns, it’s essential to understand what worked and what didn’t.

Google Ads: Review your attribution reports and Performance Max campaigns. Many advertisers focus only on last-click attribution and overlook how much Performance Max actually contributed. Use those insights to improve this year’s campaign structure.

Microsoft Ads & Meta Ads: Each platform behaves differently. What worked on Google may perform very differently on Microsoft Ads or Meta.

Competitor analysis: Auction Insights can reveal whether you lost impressions because of budget limitations or Ad Rank—and whether competitors have already started spending aggressively.

Advanced insight: Analyse historical CPC and ROAS trends to predict the most competitive hours and adjust your bidding strategy accordingly.

2. Build Campaigns Early: Organise to Automate and Scale

Creating campaigns in advance isn’t wasting time—it’s investing in peace of mind.

Creative QA: Test headlines, descriptions, and CTAs before the sales period begins. Nobody wants to discover a typo on launch day.

Organised campaign structure with labels and naming conventions:

RSAs with Black Friday messaging;
Black Friday sitelinks, callouts, and promotion assets;
Dedicated ad groups or asset groups for promotional products.

Smart automation: Use automated rules to activate campaigns at midnight on Black Friday and pause them automatically when the promotion ends. You can also temporarily pause evergreen campaigns.

Meta Ads: Upload creatives and audiences early to give the algorithm enough time to optimise.

Advanced insight: For large product catalogues, combine Dynamic Ads with top-selling product segmentation so the algorithm prioritises products with the highest conversion potential instead of spreading the budget evenly.

3. Smart Bidding: Give It Direction, Not Just Freedom

Smart Bidding is like a Formula 1 car—it can be incredibly fast, but it still needs someone steering.

Seasonality adjustments: If you’re expecting a short-term surge in conversions, configure seasonality adjustments so Google’s algorithm doesn’t underestimate demand.

Bid strategy reports: Monitor learning status and budget limitations carefully.

New campaigns: Give the algorithm enough historical data to learn efficiently before peak demand.

Advanced insight: Combine Smart Bidding with location and time-of-day targeting so your budget is allocated where conversions are most likely to happen.

4. Optimise Your Product Feed: The Foundation of Performance

Within Google Merchant Center and Performance Max:

Update GTINs, promotional attributes (sale_price, sale_price_effective_date), and product availability.
High-quality images and videos improve CTR and engagement across YouTube, Discover, and other placements.
Review your Listing Groups to ensure your most valuable SKUs aren’t restricted by campaign structure or budget allocation.

Advanced insight: Create segmented feeds based on historical performance, prioritising top-selling and high-margin products. It’s also worth testing complementary products to uncover cross-selling opportunities.

5. Anticipate Problems Before They Happen

Black Friday is chaotic. Issues will happen—prepare for them.

Verify conversion tracking in GA4 and Google Ads.
Test landing pages, final URLs, website speed, and checkout flows.
Schedule creative updates and automated rules in advance.
Configure alerts for unusual ROAS, CPA, or spend fluctuations.

Advanced insight: Use monitoring scripts to detect impression drops, Merchant Center feed issues, or landing page errors in real time.

6. Look Beyond Cyber Monday: Make December Count

Traffic doesn’t disappear after Black Friday.

Refresh ad copy with messages such as “There’s still time to save” or “Guaranteed delivery before Christmas.”
Exclude recent purchasers from remarketing campaigns and focus on users who didn’t convert.
Build audiences for Q1 and use Black Friday and Cyber Monday as the starting point for retention and cross-selling campaigns.

Advanced insight: Segment audiences based on engagement level and combine them with lookalike audiences to reach new customers with higher conversion potential.

7. Planning and Structure: Your Biggest Competitive Advantage

Black Friday doesn’t reward improvisation.

Budgets, tracking, product feeds, creative assets, and automation rules are all within your control—and they directly influence campaign performance.

Everything else, including the auction and Google’s algorithms, performs better when those foundations are solid.

Black Friday isn’t about spending more.

It’s about preparing better.

Businesses that plan ahead, audit previous performance, optimise feeds, test creatives, and automate intelligently consistently outperform the competition.

Every detail—from properly configured UTMs to refined audience targeting and well-managed Smart Bidding—makes a measurable difference.

In short, you’ll survive Black Friday without losing your budget—or your customers.

Conclusion

The real power of Black Friday doesn’t belong to the businesses with the biggest budgets.

It belongs to those with the best preparation.

Success comes from building a solid strategy based on data, organisation, and anticipation—not last-minute decisions.

Reviewing previous campaigns, preparing assets early, optimising your product feed, refining Smart Bidding, and anticipating potential issues are what separate businesses that simply participate in Black Friday from those that truly master it.

Ultimately, it’s not about chasing the algorithm—it’s about guiding it.

Businesses that build strong campaign structures, test continuously, automate wisely, and pay attention to the details turn the chaos of Black Friday into a predictable engine for performance and profit.

Ready to put these strategies into practice?

At E-goi, we’ve created a dedicated Black Friday 2025 checklist to help you prepare your campaigns well in advance. Start planning today.

Iúri Ferreira