Strategy Arquivos - 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.

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

How to create a social listening response support tool (no coding required)

Martim Felix — Tue, 28 Jul 2026 07:31:00 +0000

Introduction

While working on social listening at E-goi, I kept running into the same challenge: there were plenty of opportunities to engage in conversations, respond to brand mentions, join comparisons, and participate in relevant discussions—but very few practical tools that made it easy to respond quickly and consistently.

This naturally raises an important question: What is social listening, and why does it matter?

In simple terms, social listening is the process of monitoring and analysing online conversations to understand what people think about a brand, its competitors, or the wider market. Unlike basic social media monitoring—which focuses on surface-level metrics such as likes or comments, social listening looks at the sentiment and context behind those conversations. This enables businesses to uncover genuine customer insights, identify emerging trends, anticipate reputation issues, discover organic brand advocates, and ultimately improve the customer experience.

Identifying these opportunities is relatively straightforward. The real challenge is acting on them consistently and at scale without sacrificing speed or relevance.

In practice, many valuable engagement opportunities are missed because teams lack the time, organisation, or structured workflows needed to respond effectively.

To solve this problem, I decided to build a response assistant using Lovable, without writing any code.

In this article, I’ll explain how I built this solution and how you can apply the same approach to improve your own social listening workflow.

Social listening has become an essential practice for brands that want to understand what’s being said about them and their industry.

However, there’s a clear gap between identifying opportunities and acting on them.

Finding a relevant article, social media post, or discussion is only the first step. The real opportunity lies in how you respond:

Join the conversation;
Add meaningful value;
Position your brand strategically.

Without a structured process, this quickly becomes a manual, time-consuming task that’s difficult to scale, especially as the number of opportunities grows.

How I Built the Tool with Lovable

To develop this solution, I used Lovable, an AI-powered platform that allows you to build lightweight applications and automations using prompts, without writing any code.

The first step was to define a strategy for using the platform efficiently. Lovable operates on a daily credit system (in my case, six credits per day), with every creation or modification consuming part of that allowance.

To make the most of those credits, I started by using Chat Mode, where I could plan, refine, and iterate on the complete prompt before generating the application itself. This allowed me to optimise the final prompt without wasting credits on unnecessary revisions.

Com o objetivo bem definido, “criar uma ferramenta de apoio à resposta em social listening” comecei por descrever exatamente o que pretendWith the objective clearly defined, to build a social listening response assistant, I started by describing exactly what I wanted.

I explained who my company is, defined our target audience (including our personas and Ideal Customer Profile), shared our brand voice guidelines (whether we address people informally or formally, the tone we use, and our communication style), provided examples of responses I liked as a starting point, and included any other information I felt would help the AI understand how we typically communicate.

I then asked Lovable to include the following features:

A text box where I could paste the content of the post I’d found;
A dropdown to select the social platform (such as LinkedIn, Reddit, or TikTok), allowing the generated response to adapt to each platform’s conventions, including character limits and writing style;
A field to identify who I was responding to´for example, an existing customer, a prospect, a partner, or a supplier;
An option to classify the sentiment of the original post (positive, negative, or neutral);
A setting to choose the tone of the response, whether professional, technical, or more conversational.

This last feature proved particularly valuable, as communication styles vary considerably across platforms.

For example, a more relaxed and approachable tone tends to perform better on TikTok, whereas Reddit often rewards responses that are more direct and technically detailed.

Of course, the tool wasn’t perfect on the first attempt.

One of Lovable’s biggest strengths is that it encourages continuous iteration, especially since credits are refreshed daily.

As I began using the assistant in real social listening scenarios, I quickly identified opportunities for improvement.

One of the first additions was an editable response box, allowing me to refine the generated copy before publishing. This proved essential whenever the initial suggestion wasn’t quite aligned with what I wanted to communicate.

Later, another improvement became apparent.

In some situations, it made more sense to participate in the conversation as an individual rather than as the brand itself.

Instead of relying solely on manual editing, I decided to improve the assistant.

I returned to Lovable and introduced a new option that lets users choose between:

Comment as the brand
Comment as an individual user

With this simple addition, the assistant automatically adjusts both the tone and framing of the response before generating any copy, ensuring it matches the type of presence selected.

Practical Use Cases

Imagine someone replies to one of your social media posts, whether positively or negatively, or comments on someone else’s post mentioning your brand.

Instead of relying on a generic response that may vary depending on which team member replies, you can use the assistant to generate a response tailored to the sentiment of the conversation while maintaining a consistent brand voice and communication standard.

Another common scenario is discovering an article or social media post comparing several companies or services in your industry, but your brand isn’t mentioned.

This is a classic social listening opportunity.

With the response assistant, all you need to do is:

Paste the content of the post;
Select the social platform;
Choose the type of author you’re responding to;
Select the desired tone of voice;
Decide whether you’d like to comment as the brand or as an individual.

The assistant then generates a response automatically, which you can review and edit before publishing.

This significantly reduces response times while ensuring your communications remain consistent, relevant, and aligned with your brand guidelines.

Conclusion

Social listening isn’t just about monitoring conversations, the real value lies in acting on the opportunities you uncover.

Building a response assistant transforms what would otherwise be a manual and difficult-to-scale process into one that’s structured, efficient, and strategic. It also helps ensure that, regardless of who responds, every interaction maintains a consistent tone of voice and reflects the brand’s communication standards.

With accessible AI tools like Lovable, it’s now possible to build solutions tailored to your team’s specific needs without requiring advanced technical or programming skills.

Ultimately, success in social listening isn’t just about finding opportunities, it’s about being ready to make the most of them at exactly the right moment.

If you have any questions or would like to share your own version of this tool, feel free to leave a comment below.

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

Demystifying Spam Traps and How They Affect Your Sender Reputation

Tiago Guedes — Thu, 09 Jul 2026 16:11:01 +0000

I’m an email deliverability specialist, and ever since I started working in this field, one of the biggest challenges I’ve encountered has been the persistent misunderstanding of some of the fundamental concepts of email deliverability. I’m not sure whether this happens because the educational material available isn’t clear enough or because these topics simply aren’t given the attention they deserve (personally, I think it’s the latter—we’re all looking for the quickest and easiest solution, but when it comes to deliverability… there isn’t one).

That’s why I decided to write this article in the hope of finally (I hope!) demystifying not only spam traps, but also several other concepts related to email deliverability.

Spam Traps: What Are They, Really?

I believe some of you have never heard of spam traps. But what exactly are they?

Spam traps are, as the name suggests, “trap” email addresses that do not belong to real subscribers. They may be completely fake addresses created by Email Service Providers (ESPs) such as Google, Microsoft or Yahoo, or even addresses managed by anti-spam organisations such as Spamhaus, SORBS or SpamCop.

These are email addresses that have never subscribed to receive communications, let alone confirmed a subscription via Double Opt-In. They are designed to look as much like real email addresses as possible, making them undetectable by email list cleaning services. Their purpose is to allow ESPs and RBLs to identify weaknesses in how senders validate subscriptions and consent. If I never asked to receive your emails and I’m receiving them anyway, then something is clearly wrong with your acquisition process—or you’re simply a spammer!

But I’m Not a Spammer, and I Didn’t Do Anything Wrong. How Did They End Up on My List?

In most cases, spam traps end up in a contact database because the email address or the subscription itself wasn’t properly validated. This can happen in several ways, the most common being:

If you create a newsletter signup form but don’t send a confirmation email (Double Opt-In) before you start sending communications, you have absolutely no guarantee that the address actually requested to receive your emails. Think about it: anyone can submit whatever they want. These forms are publicly accessible, and if something exists on the internet, it will be attacked.

Forms will receive fake submissions, this is known as mailbombing (notice I didn’t say it might happen; I said it will happen). On top of that, there are simple typing mistakes (typos): someone intends to enter their own email address but accidentally submits someone else’s, or an invalid address that later results in a bounce.

With Double Opt-In, you know the email address is valid (because the confirmation email reached its destination) and that a real person, or at least someone with access to that mailbox, confirmed the subscription and, most importantly, their consent. Double Opt-In is, by far, the most effective way to prevent the majority of deliverability issues and should always be used.

Purchased Lists

I shouldn’t even have to say this: if you’re using purchased email lists, stop.

A purchased list contains contacts who never gave their consent and offers no guarantee that the email addresses are valid. As a result, spam traps are very common in these databases. Using purchased lists is asking for deliverability problems and serious damage to your sender reputation.

Old Lists

Many spam traps are recycled real email addresses. Inactive accounts (such as an old Gmail or Outlook mailbox that is no longer being used) may eventually be deactivated and converted into spam traps. This helps identify senders who fail to maintain their databases and continue sending emails to the same contacts years after they’ve stopped opening messages.

Hitting spam traps doesn’t always mean your list contains invalid addresses. It can also indicate that you’re still emailing old, disengaged contacts who have shown no interest for a very long time.

The same applies to any database imported into E-goi if the contacts were collected without the appropriate precautions. No automatic cleaning service can detect spam traps, so, like any other kind of unwanted data, they inevitably end up in your mailing lists.

OK, I Get It! So Can You Please Remove the Spam Traps from My List?

Whenever someone asks me this question, my first reaction is to feel a slight shiver (). But I’ll take a deep breath and explain why this question doesn’t really make sense.

I hear this all the time, almost always from people who haven’t considered what the existence of spam traps actually implies. Perhaps that’s because many people misunderstand their real purpose. No, spam traps don’t exist to ruin your sender reputation, they exist to help you. They should be seen as a very useful tool for anyone responsible for email campaigns. ESPs are helping us identify weaknesses in our acquisition process, so instead of asking “How can I remove spam traps?”, we should be asking “How did they get into my database in the first place?”

If you know that a particular list contains spam traps, then you should assume the source of those contacts is problematic. Every other contact collected through that same source should immediately be questioned, and until the issue has been resolved, you should stop sending emails to that database.

Next, investigate how those contacts were collected and strengthen your acquisition process:

Enable Double Opt-In (it’s virtually foolproof and should always be enabled).
Add CAPTCHAs to your signup forms.
Use every email validation tool available to you (including those included in your E-goi account).

So Should I Ignore and Remove Everything That’s Already in My Database?

If the source of the list is questionable, then yes, that’s often the safest approach (although not the only one).

I know that’s probably not what you’d like to hear, but if you want to maintain a good sender reputation and follow email deliverability best practices, any contact for whom you do not have confirmed proof of consent should be considered unreliable.

However, that doesn’t necessarily mean deleting everything and starting from scratch. There may be additional information that allows you to recover some of those addresses.

For example, if your website has a user account area where registration requires email verification, then you already know that every active account belongs to a valid email address. That information can be used to safely reactivate contacts.

Likewise, data such as the date of the last login or other recent activity can help identify subscribers who are still relevant.

Another good practice is to deactivate contacts who haven’t interacted with your emails recently (opens or clicks), or better yet, create separate communication flows for inactive subscribers.

Mass deactivation may be too extreme (unless the list is very old and has never been properly maintained). A better approach is to create a dedicated flow that significantly reduces the sending frequency for subscribers who no longer open or interact with your emails, use campaigns with stronger incentives, and finish with one final message asking whether they still wish to receive your communications. Only then should you deactivate them.

It’s worth noting that these recycled spam traps usually originate from email addresses that have been inactive for years. At that point, it makes little sense to continue sending them emails anyway.

As a last resort, you can gradually run subscriber re-engagement campaigns. A campaign asking subscribers whether they’d like to continue receiving your communications can effectively act as a delayed Double Opt-In, making it an excellent strategy for recovering a questionable list.

However, this must be done carefully and gradually, ideally mixed with your regular campaigns, so you avoid sending one massive campaign to the entire problematic database at once, which would only create additional reputation issues.

What About Email Addresses That Haven’t Been Confirmed but Belong to Customers I Have an Active Business Relationship With?

If there was no Double Opt-In confirmation, then you still have no guarantee that the email address exists, belongs to the person you intend to contact, or is even correct.

So yes, the issue remains the same.

You can always run a delayed Double Opt-In campaign. It doesn’t have to happen when the address was originally collected. You can even hide it within a regular campaign, just be creative. The important thing is that it results in a genuine human action confirming both the email address and the subscription.

(This consent aspect may not apply where there’s already an active business relationship, depending on the legal basis you’re relying on, but confirming that the email address itself is valid remains extremely important.)

In Summary

Spam traps are not enemies that need to be removed. They are clear indicators that something is wrong with either your acquisition process or the maintenance of your mailing lists, and that’s where your efforts should be focused.

The same applies to blacklist listings. There’s no point requesting removal if you don’t fix the underlying problem first. In fact, repeatedly requesting delisting without addressing the root cause will simply result in you being listed again, and eventually ESPs and blacklist operators may refuse to remove you altogether.

Your priority should always be to identify and fix the issue that caused the problem in the first place. Once that’s resolved, then you can request removal from the relevant blacklists.

In email deliverability, those who only treat the symptoms will continue facing recurring problems, develop a poor sender reputation, and never achieve consistently good sending results.

Only those who address the root cause build, and maintain, a strong, sustainable sender reputation.

You’ve been warned.

I hope you now have a much better understanding of what spam traps really are and, above all, why your focus should always be on preventing them from entering your database in the first place, rather than simply dealing with the consequences afterwards.

Tiago Guedes

Chief Information Security Officer & Senior SysAdmin na E-goi

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

How to Capture Qualified Leads for Large Sales Teams

Martim Felix — Thu, 09 Jul 2026 07:30:00 +0000

Qualified leads are potential customers who have demonstrated genuine interest and match your company’s ideal customer profile, making the sales process more focused and effective.

Achieving this requires well-defined strategies, advanced technology, and strong alignment between marketing and sales teams.

This guide explains how to generate qualified leads effectively and highlights how E-goi helps large sales teams capture, nurture, and convert high-value prospects.

Why Qualified Lead Generation Matters for Large Sales Teams

For large sales organisations, managing a high volume of contacts makes lead qualification essential. It ensures sales representatives focus their time on prospects with the greatest likelihood of converting.

Qualified leads are those who not only show genuine interest but also fit your ideal customer profile in terms of industry, job role, business needs, and purchasing potential.

By prioritising qualified leads, businesses can:

Increase sales team productivity;
Shorten the sales cycle;
Improve return on investment (ROI);
Boost team motivation by increasing the likelihood of successful sales conversations.

Effective Strategies for Capturing Qualified Leads

Generating qualified leads is essential for large sales teams looking to maximise performance and efficiency. The following proven strategies help attract and convert prospects with genuine sales potential.

Content Marketing and Educational Resources

Providing valuable content, including blog articles, videos, webinars, eBooks, and infographics—helps attract qualified prospects while positioning your business as an industry authority.
E-goi simplifies the automated distribution of this content, ensuring each contact receives relevant and personalised communications.

Optimised Landing Pages and Forms

Dedicated landing pages with compelling offers and simple, user-friendly forms significantly improve visitor-to-lead conversion rates.
With E-goi’s A/B testing capabilities, businesses can continuously optimise landing pages and forms to maximise lead generation.

Marketing Automation and Lead Nurturing

Marketing automation enables businesses to build personalised customer journeys that nurture prospects with relevant content based on their stage in the buying journey.
E-goi supports omnichannel automation workflows combining email, SMS, WhatsApp, and web push notifications to maintain consistent engagement.

Integrated Technology and Omnichannel Marketing

Solutions such as Smart Wi-Fi lead capture, chatbots for instant engagement, and integrations across multiple platforms create a continuous flow of qualified customer data.
E-goi centralises these data sources within a single platform, making segmentation and campaign management significantly easier.

Outbound Prospecting and Strategic Partnerships

Alongside inbound marketing, outbound prospecting, including cold outreach, qualified contact databases, and industry events—remains highly effective, particularly in B2B markets.

Strategic partnerships with complementary businesses can also generate high-quality referrals and expand your reach.

Targeted Advertising Campaigns

Paid advertising on platforms such as Google Ads and Meta Ads enables businesses to reach highly targeted audiences.
Creating custom audiences based on customer behaviour and demographic data improves campaign relevance and lead quality.

Targeted Offers and Incentives

Free trials, exclusive demonstrations, downloadable resources, and promotional offers encourage high-intent prospects to engage with your business.

Referral and Customer Advocacy Programmes

Leads referred by satisfied customers typically convert at higher rates because they already have a level of trust in your brand.

Well-designed referral programmes help businesses generate a consistent source of qualified prospects.

How E-goi Helps Generate Qualified Leads

E-goi is an omnichannel marketing platform designed to support large commercial teams through advanced automation and customer engagement features.

Its capabilities include:

AI-powered marketing automation, using behavioural analysis and dynamic segmentation to deliver personalised Next Best Offer recommendations.
Integrated omnichannel communication, combining email, SMS, WhatsApp, push notifications, and social media into coordinated campaigns.
Real-time reporting and analytics, enabling continuous optimisation of lead generation and qualification.
Advanced segmentation and A/B testing, helping maximise campaign performance.
Lead management tools, including dynamic lists, lead scoring, and centralised contact management for large sales teams.

Best Practices for Maximising Lead Qualification and Conversion

Generating qualified leads is only the beginning. Businesses should also focus on improving conversion through:

Personalised lead nurturing workflows;
Accurate lead scoring models;
Behaviour-based personalised communications;
Continuous monitoring and optimisation of campaign performance;
Close collaboration between marketing and sales teams to ensure qualified leads are contacted promptly while less mature prospects continue to be nurtured.

Practical Examples Using E-goi

Large sales teams can use E-goi to implement strategies such as:

Lead generation campaigns using optimised landing pages and A/B testing;
Dynamic segmentation based on customer engagement;
Automatic notifications when leads reach a predefined qualification score;
Smart Wi-Fi integrations for capturing contacts at physical events and synchronising them with CRM systems;
Omnichannel nurturing workflows that maintain engagement until prospects are ready for sales outreach.

Conclusion

For large sales teams, generating qualified leads is the foundation of sustainable commercial growth. Combining effective lead generation strategies with integrated technology and intelligent automation significantly improves efficiency and conversion rates.

E-goi provides a comprehensive solution that supports every stage of the customer journey—from lead capture and nurturing to qualification and conversion.

By adopting E-goi, businesses equip their sales teams with advanced marketing automation tools that streamline operations, improve collaboration, and drive stronger commercial performance.

Start transforming your lead generation strategy with E-goi today and turn more qualified prospects into loyal customers.