Email marketing is one of the oldest tools in digital marketing, but undoubtedly still one of the most effective. In recent years, a debate about the relevance in the current digital landscape has led to the argument that email marketing is dead, however, considering the nuances of the segment and the constant transformations in consumer behavior, the method is alive and more relevant than ever, especially when considered the crucial role in customer relationship and engagement strategies.

The myth needs to be demystified.The truth is that email marketing, as well as the entire industry, has evolved. There have been significant changes in the way it is used and necessarily since, 11 years ago when email marketing was one of the main communication channels 30%. In this period, the demand for omnichannel communication has increased, and although it is still a challenge for many companies, it is essential to reach customers.

The personalization power

Email marketing allows direct and personalized communication with customers, significantly increasing engagement. With segmentation, you can send highly relevant messages at the right time, increasing the likelihood of conversion and loyalty.

A study published by E-commerce Brazil in 2021, for example, revealed that the strategy, when applied in birthday cases, generates 481% more transactions than ordinary promotional campaigns.This demonstrates the power of personalized initiatives and states that, when well executed, the channel can be extremely effective in boosting sales and customer engagement.

In addition to being a powerful tool in its own right, email marketing can also complement other marketing strategies.It can be integrated into social media campaigns, content strategies, and even SEO initiatives. 

For example, newsletters can promote new blog posts or videos, and email campaigns can be used to retarget customers who have interacted with social media ads.The result is reaching customers at different touchpoints, increasing the effectiveness of planning as a whole.

The automations role

Another key aspect of email marketing is automations.They allow you to create workflows that send notifications based on specific customer behaviors, such as cart abandonment and site navigation.This not only saves time, but also increases the relevance of messages, improving open and click rates. In addition, automations allow you to nurture leads along the sales funnel, providing relevant content at each stage of the buying process.

Ensuring success 

To ensure the effectiveness of email marketing campaigns, it is essential to track and analyze performance metrics that include open rate, click rate, conversion rate and unsubscribe rate. These measurements help to understand campaign performance and make adjustments to optimize results. The use of A/B testing is also a best practice, allowing different elements of campaigns to be tested to identify the best approaches.

Adaptability to consumer preferences

Email marketing is highly adaptable and can adjust to changing consumer preferences.With effective analytics and customer feedback, campaigns can be continuously adjusted to better meet discovered preferences.As consumer behavior evolves, email marketing can keep up with these changes, while remaining an effective channel of engagement and communication.

The relevance of any marketing tool depends on the ability to adapt to the actions of those who matter most: the customer. In this case it is no different. Email marketing can fulfill its role in defining the success of a campaign, but to keep it alive, you need to bet with the right cards.

Cybersecurity has become one of the fundamental pillars for the survival and growth of companies in the current digital landscape.In 2024, cyber threats continue to evolve in complexity and sophistication, endangering not only confidential information, but also the reputation and business continuity. 

Among the most prevalent threats, ransomware attacks have been a constant headache for businesses of all sizes. These attacks block access to company data, demanding a ransom for release.The sophistication of these attacks has increased, with cybercriminals using advanced encryption techniques and threatening to disclose sensitive information if the ransom is not paid. 

Another significant threat is phishing attacks, where hackers trick employees into disclosing sensitive information or installing malware. These attacks are increasingly targeted and personalized, making them difficult to detect.In addition, insider threats pose a major challenge.Unhappy or negligent employees can cause significant damage, whether intentionally or accidentally. 

Lack of proper training and robust security policies contributes to this increased risk.The Internet of Things (IoT) also introduces new vulnerabilities, with connected devices often being targeted for attack due to inadequate security settings.

To combat these threats, businesses need to take a multi-faceted approach to cybersecurity. Implementing a robust security infrastructure is crucial.This includes advanced firewalls, intrusion detection and prevention systems, and artificial intelligence-based security solutions that can identify and respond to threats in real time. Data encryption, both at rest and in transit, is critical to protecting sensitive information

Continuous employee training is another key piece in defending against cyberattacks.Employees should be educated about cybersecurity best practices, how to recognize and avoid phishing emails, and utilize strong, unique passwords.Awareness programs and attack simulations can help keep staff alert and prepared.

Performing regular security audits and penetration testing can identify and correct weaknesses before they are exploited by criminals.In addition, implementing a policy of updates and patches for all systems and devices ensures that the latest known threat protections are in place.

In 2024, cybersecurity faces critical and emerging challenges, evidenced by recent data that highlights the gravity of the situation. According to Check Point Software, the increase in ransomware attacks, counted on a growth of 57% in the number of incidents directed to companies in 2023 and a predicted global cost of US$ 26 billion for 2024, points to Cybersecurity Ventures according to the order of 751 enterprises targeted attacks and impact of these attacks. IoT devices are also at the center of concerns, the Gartner report with a forecast that by 2025, 1 trillion breaches of 751, 201. 

As cyber threats continue to evolve, companies must be prepared to adapt and strengthen their security strategies. Investing in advanced technology, employee training and proactive vulnerability management are essential steps to protect digital assets and ensure business continuity. Cybersecurity is a continuous and dynamic process that requires constant vigilance and adaptation to new threats that arise on the horizon. By 2024, companies that are better prepared will be those that not only adopt the best security practices, but also cultivate an organizational culture focused on protecting their data and operations.

It is undeniable that the recovery of tax credits is an important instrument for Brazilian companies of all sizes. However, the RFB Normative Instruction 2,055/2021, of the Federal Revenue of Brazil, generates the understanding for the federal agency that the compensation of credits should be completed within five years of the final transit of the lawsuit that recognized the taxpayer's right. 

Such understanding, in addition to contradicting the content of article 168 of the National Tax Code (CTN), significantly impacts taxpayers who have large tax credits. Depending on the operational structure of the company, it is not possible to use all these credits in a short time.

Decisions of the Federal Regional Courts (FRFs), however, have recognized that this deadline should not be applied to the use of credits, but as a limit for the initiation of the compensation procedure.

A very significant decision was that of the 13th Class of the TRF of the 1st Region. The Judge-Rapporteur of the case, Jamil Rosa de Jesus Oliveira, gave a vote arguing that “(..) the five-year period is for the initiation of the compensatory procedure only and, considering that the compensation has already been initiated, it is appropriate to use the total amount of the claims recognised in court until they are exhausted”.

Another decision, now from the 12th Federal Civil Court of Belo Horizonte/MG, in a security warrant filed by Marcos Martins Advogados for a client in the metallurgical sector, removed the five-year period imposed by RFB, recognizing that there is no time limit for the company to perform tax compensation of its credits. The decision guarantees greater stability to the cash flow of the company, which will not be prevented from “” offset its credits.

In his sentence, Federal Judge Daniel Carneiro Machado stated “which does not seem reasonable to impose on companies the requirement to consume/compensate their tax credits in a certain period of time, if the existence of outstanding debts to be compensated depends on their size and activity. Such requirement would constitute manifest arbitrariness without any legal basis, creating clear restriction to the compensation of credit unduly paid in defiance of the judicial executive title.”

The understanding that is consolidated represents a significant victory for taxpayers in the interpretation of tax compensation legislation and demonstrates the essentiality of the support of a legal team for the advice of companies.

With the new interpretation, companies now have the opportunity to better plan how and when to use their tax credits, which can help ease financial pressure, allowing for more strategic action that is more appropriate to their circumstances.