{"id":20701,"date":"2019-07-16T00:00:00","date_gmt":"2019-07-16T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/growth-hacking-e-mail-e-mullets\/"},"modified":"2026-09-15T04:49:10","modified_gmt":"2026-09-15T04:49:10","slug":"growth-hacking-e-mail-e-mullets","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/email\/growth-hacking-e-mail-e-mullets\/","title":{"rendered":"Growth hacking, e-mail e mullets"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O termo &#8220;Growth Hacker&#8221; foi criado por\u00a0<a href=\"http:\/\/startup-marketing.com\/where-are-all-the-growth-hackers\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Sean Ellis<\/a>\u00a0e popularizado por\u00a0<a href=\"http:\/\/andrewchen.co\/2012\/04\/27\/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Andrew Chen<\/a>. Sean Ellis menciona que &#8220;um growth hacker \u00e9 algu\u00e9m cujo verdadeiro norte \u00e9 o crescimento.&#8221; Andrew Chen fala sobre como a experi\u00eancia t\u00e9cnica est\u00e1 se tornando uma skill cada vez mais importante para profissionais de marketing, permitindo que otimizem ainda mais seus esfor\u00e7os.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para simplificar, a fun\u00e7\u00e3o b\u00e1sica de um growth hacker \u00e9 fazer qualquer p*rra que seja necess\u00e1ria para crescer e n\u00e3o morrer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O primeiro objetivo \u00f3bvio ao fazer uma startup crescer \u00e9 fazer com que usu\u00e1rios\/p\u00fablico\/clientes notem o seu produto\/app\/servi\u00e7o. O segundo grande requisito para que essa aten\u00e7\u00e3o d\u00ea em alguma coisa \u00e9 ter um produto\/app\/servi\u00e7o decente. Sem isso, voc\u00ea n\u00e3o vai a lugar nenhum. Ent\u00e3o, vamos dar um voto de confian\u00e7a e presumir que esses pequenos detalhes j\u00e1 est\u00e3o resolvidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mesmo assim, quando a poeira baixa, as publica\u00e7\u00f5es no blog terminam, os retweets diminuem e voc\u00ea desaparece das primeiras p\u00e1ginas, a queda pode ser brutal.<\/p>\n\n\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-2087\"><p class=\"h5 m-0\" id=\"toc-title-2087\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#o-trabalho-do-growth-hacker-e-ajudar-a-transformar-isso\">O trabalho do growth hacker \u00e9 ajudar a transformar isso:<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#a-defesa-do-e-mail\">A defesa do e-mail<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#use-o-e-mail-para-se-comunicar-nao-para-fazer-spam\">Use o e-mail para se comunicar, n\u00e3o para fazer spam<\/a><\/div><\/div><\/nav>\n\n\n<h2 class=\"wp-block-heading\">O trabalho do growth hacker \u00e9 ajudar a transformar isso:<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4192\" width=\"398\" height=\"268\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart1.png\" alt=\"chart1\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart1.png 398w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart1-300x202.png 300w\" sizes=\"(max-width: 398px) 100vw, 398px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Nisso:<\/b><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4193\" width=\"369\" height=\"228\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart2.png\" alt=\"chart2\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart2.png 369w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart2-300x185.png 300w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ou seja, encurtar ao m\u00e1ximo esse vale da desilus\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A defesa do e-mail<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O surgimento de redes como Facebook, Twitter, Pinterest e outras oferece uma grande variedade de canais para manter o burburinho depois daquele dia euf\u00f3rico de lan\u00e7amento. Mas tamb\u00e9m existe outro canal antigo e confi\u00e1vel que n\u00e3o recebe tanta aten\u00e7\u00e3o: o e-mail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Patrick McKenzie utiliza o e-mail com maestria e escreveu um excelente\u00a0<a href=\"http:\/\/www.kalzumeus.com\/2012\/05\/31\/can-i-get-your-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">post de blog<\/a>\u00a0sobre isso. Se voc\u00ea quer come\u00e7ar a usar o e-mail para o marketing, essa leitura \u00e9 obrigat\u00f3ria.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Embora o e-mail n\u00e3o seja t\u00e3o popular entre os jovens hoje em dia, ele ainda supera os novos canais de longe.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4194\" width=\"500\" height=\"330\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/social__1_.png\" alt=\"social__1_\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/social__1_.png 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/social__1_-300x198.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><i>fontes:\u00a0<\/i><a href=\"http:\/\/royal.pingdom.com\/2012\/01\/17\/internet-2011-in-numbers\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>http:\/\/royal.pingdom.com\/2012\/01\/17\/internet-2011-in-numbers\/<\/i><\/a><i>\u00a0e\u00a0<\/i><a href=\"http:\/\/thesocialskinny.com\/100-more-social-media-statistics-for-2012\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>http:\/\/thesocialskinny.com\/100-more-social-media-statistics-for-2012\/<\/i><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m de ser onipresente, ele tamb\u00e9m \u00e9 mais eficaz, dominando o retorno sobre o investimento em marketing.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4195\" width=\"500\" height=\"325\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart3.png\" alt=\"chart3\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart3.png 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart3-300x195.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><i>fonte:\u00a0http:\/\/www.magillreport.com\/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM\/<\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e1 quem diga que esses canais mais novos est\u00e3o acabando com o e-mail, mas, talvez, eles s\u00f3 o estejam tornando mais eficaz e focado. Esses outros canais eliminaram parte do ru\u00eddo e liberaram o e-mail para ser um canal mais s\u00e9rio. Assim como o cl\u00e1ssico corte de cabelo mullet (s\u00e9rio na frente e festa atr\u00e1s), as pessoas podem acessar o Facebook para ver fotos ou o Twitter para ver atualiza\u00e7\u00f5es aleat\u00f3rias de status, mas \u00e9 na caixa de entrada que as coisas essenciais s\u00e3o comunicadas.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4196\" width=\"263\" height=\"311\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mullet.png\" alt=\"mullet\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mullet.png 263w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mullet-254x300.png 254w\" sizes=\"(max-width: 263px) 100vw, 263px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Se voc\u00ea quer que as pessoas paguem pelo seu servi\u00e7o, o ideal \u00e9 ficar do lado s\u00e9rio da coisa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A outra GIGANTESCA vantagem do e-mail \u00e9 que as pessoas o verificam pelo menos uma vez por dia, ent\u00e3o ele serve como uma \u00f3tima ferramenta para lembrar a sua base de usu\u00e1rios de que voc\u00ea existe. As pessoas est\u00e3o sobrecarregadas com informa\u00e7\u00f5es constantes sobre novos apps, novos servi\u00e7os e novos gadgets. Elas querem ver a nova sensa\u00e7\u00e3o do momento, e \u00e9 f\u00e1cil se perder no meio de tudo isso.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e1 um gr\u00e1fico fascinante publicado em um\u00a0<a href=\"http:\/\/www.wired.com\/medtech\/health\/magazine\/16-05\/ff_wozniak?currentPage=all\" target=\"_tabs\" rel=\"noopener noreferrer\">artigo da Wired<\/a>\u00a0sobre um programa chamado &#8220;SuperMemo&#8221;, criado por Piotr Wozniak para ajudar as pessoas a se lembrarem das coisas. O gr\u00e1fico mostra a import\u00e2ncia de lembretes irregulares na capacidade do c\u00e9rebro humano de reter informa\u00e7\u00f5es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No eixo y, temos a chance de lembrar; no eixo x, o tempo. As linhas coloridas mostram as chances de lembrar ap\u00f3s o primeiro contato com algo novo e, depois, ap\u00f3s lembretes subsequentes. Ap\u00f3s cada lembrete, a inclina\u00e7\u00e3o das curvas se achata, o que significa um tempo de reten\u00e7\u00e3o maior e uma probabilidade menor de esquecimento.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4198\" width=\"500\" height=\"293\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart4.jpeg\" alt=\"chart4\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart4.jpeg 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/chart4-300x176.jpeg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Essa \u00e9 a l\u00f3gica por tr\u00e1s do uso do e-mail para lembrar a sua base de usu\u00e1rios de que o seu produto existe. Se n\u00e3o fizer isso, \u00e9 prov\u00e1vel que as pessoas se esque\u00e7am e sigam em frente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Use o e-mail para se comunicar, n\u00e3o para fazer spam<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 uma linha muito t\u00eanue: obviamente, voc\u00ea n\u00e3o quer encher a sua base de usu\u00e1rios de spam. Disparar uma mensagem gen\u00e9rica de marketing para toda a sua base de usu\u00e1rios n\u00e3o vai ser eficaz. O segredo \u00e9 oferecer ao seu p\u00fablico informa\u00e7\u00f5es valiosas, personalizadas com base nos dados do aplicativo. Voc\u00ea tamb\u00e9m precisa oferecer a possibilidade muito clara de fazer opt-out.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aproveitar o e-mail \u00e9 importante para servi\u00e7os gratuitos que dependem da aten\u00e7\u00e3o do p\u00fablico, pois precisam que essa aten\u00e7\u00e3o retorne. O e-mail \u00e9 uma forma de alcan\u00e7ar quem usa o servi\u00e7o al\u00e9m do aplicativo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/twitter.com\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Twitter<\/a>\u00a0e\u00a0<a href=\"http:\/\/quora.com\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Quora<\/a>\u00a0faz um bom trabalho ao me avisar quando coisas do meu interesse acontecem no aplicativo. Isso (a) me lembra que eles existem e (b) me incentiva a voltar.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4199\" width=\"500\" height=\"456\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/pycon_tweet.png\" alt=\"pycon_tweet\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/pycon_tweet.png 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/pycon_tweet-300x274.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4200\" width=\"500\" height=\"287\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/quora.png\" alt=\"quora\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/quora.png 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/quora-300x172.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Eles tamb\u00e9m me enviam newsletters com outras informa\u00e7\u00f5es que eu possa achar interessantes. O ponto principal \u00e9 que eles personalizam essas informa\u00e7\u00f5es para mim, com base na minha atividade no aplicativo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4201\" width=\"500\" height=\"317\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/twitter2.png\" alt=\"twitter2\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/twitter2.png 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/twitter2-300x190.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4203\" width=\"500\" height=\"509\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/quora2.png\" alt=\"quora2\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/quora2.png 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/quora2-295x300.png 295w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Mas o e-mail n\u00e3o serve apenas para servi\u00e7os financiados por an\u00fancios. O lend\u00e1rio programa de indica\u00e7\u00e3o social do Dropbox dependia muito de notifica\u00e7\u00f5es por e-mail para impulsionar seu crescimento. Mais uma vez, trata-se de uma mensagem direcionada, me informando algo que eu quero saber.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4205\" width=\"500\" height=\"391\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/dropbox.png\" alt=\"dropbox\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/dropbox.png 500w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/dropbox-300x235.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ent\u00e3o, seja para converter contas freemium, incentivar o upgrade de servi\u00e7os, gerar mais cadastros ou vender produtos adicionais, o seu p\u00fablico atual \u00e9 um segmento valioso, e o e-mail pode ser uma forma muito precisa de alcan\u00e7\u00e1-lo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bons envios de e-mail!<br>Mailgunners<\/p>\n\n\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_b3322e9927d448ac87e21f3c56141042\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Saiba mais sobre os nossos Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_b3322e9927d448ac87e21f3c56141042\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Procurando enviar um alto volume de e-mails? Os nossos especialistas de e-mail podem potencializar o desempenho do seu e-mail. Veja como ajudamos empresas como Lyft, Shopify e Github a aumentar suas taxas de entrega de e-mail para uma m\u00e9dia de 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/servicos-de-entregabilidade-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Qual \u00e9 o papel do e-mail no cen\u00e1rio das startups e do growth hacking? Leia mais para descobrir.<\/p>\n","protected":false},"author":13,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-20701","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Growth hacking, e-mail e mullets - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Qual \u00e9 o papel do e-mail no cen\u00e1rio das startups e do growth hacking? 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