{"id":2314,"date":"2021-03-08T22:06:09","date_gmt":"2021-03-09T01:06:09","guid":{"rendered":"https:\/\/herospark.com\/blog\/?p=2314"},"modified":"2023-01-02T16:29:47","modified_gmt":"2023-01-02T19:29:47","slug":"lgpd-email-marketing","status":"publish","type":"post","link":"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/","title":{"rendered":"LGPD e Marketing: como a lei deve ser adotada no e-mail marketing"},"content":{"rendered":"\n<p>LGPD&nbsp; no e-mail marketing \u00e9 uma aplica\u00e7\u00e3o feita para preservar a privacidade e a seguran\u00e7a do sistema do endere\u00e7o eletr\u00f4nico de mensagens. Quer entender melhor sobre o que \u00e9 a LGPD Brasil e como adequar suas estrat\u00e9gias \u00e0 Lei? Continue lendo o post para conferir mais!<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Na HeroSpark \u00e9 poss\u00edvel disparar emails automatizados, criar landing pages e otimiza\u00e7\u00e3o dos processos de vendas. Experimente agora mesmo e comprove na pr\u00e1tica.<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Inscreva-se gratuitamente!<\/strong><\/p>\n\n\n\n\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 734319,\n\t\t\t\t\t\t\t\tformId: \"da4b7d7d-16bd-49b3-993f-84e4da66838c\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1781069495000-5280801862\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1781069495000-5280801862\"><\/div>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_45_2 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">O que voc&ecirc; ver&aacute;:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"ez-toc-toggle-icon-1\"><label for=\"item-6a28f6b7cafe6\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input style='display:none' type=\"checkbox\" id=\"item-6a28f6b7cafe6\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#LGPD_no_e-mail_marketing\" title=\"LGPD no e-mail marketing\">LGPD no e-mail marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#O_que_e_a_LGPD\" title=\"O que \u00e9 a LGPD?\">O que \u00e9 a LGPD?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#LGPD_x_Marketing_Digital\" title=\"LGPD x Marketing Digital\">LGPD x Marketing Digital<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#Como_adotar_a_LGPD_e-mail_marketing\" title=\"Como adotar a LGPD e-mail marketing?\">Como adotar a LGPD e-mail marketing?<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#Base_de_lead\" title=\"Base de lead\">Base de lead<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#Especificar_o_motivo_dos_dados_solicitados\" title=\"Especificar o motivo dos dados solicitados\">Especificar o motivo dos dados solicitados<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#Oferecer_opcoes_de_conteudo\" title=\"Oferecer op\u00e7\u00f5es de conte\u00fado\">Oferecer op\u00e7\u00f5es de conte\u00fado<\/a><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#i\" title=\"&nbsp;\">&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/herospark.com\/blog\/lgpd-email-marketing\/#Aprenda_estrategias_de_e-mail_marketing_com_a_HeroSpark\" title=\"Aprenda estrat\u00e9gias de e-mail marketing com a HeroSpark\">Aprenda estrat\u00e9gias de e-mail marketing com a HeroSpark<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"LGPD_no_e-mail_marketing\"><\/span>LGPD no e-mail marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>O <a href=\"https:\/\/herospark.com\/blog\/o-que-e-marketing-digital\/\">marketing digital<\/a> necessita se manter atualizado com v\u00e1rias outras \u00e1reas para que permane\u00e7a com pr\u00e1ticas eficientes e, acima de tudo, legalmente aceitas. Nesse contexto, a chamada lei LGPD recentemente gerou a urg\u00eancia de adapta\u00e7\u00f5es nas pr\u00e1ticas do marketing digital, como o e-mail marketing.<\/p>\n\n\n\n<p>Ao modificar diretrizes de dados e propor novas regulamenta\u00e7\u00f5es em vig\u00eancia, a lei tornou necess\u00e1ria a aplica\u00e7\u00e3o de uma LGPD no <a href=\"https:\/\/herospark.com\/blog\/email-marketing\/\">e-mail marketing<\/a>. Dessa forma, esse m\u00e9todo e o marketing digital como um todo se mant\u00e9m alinhados com os rumos de privacidade e <a href=\"https:\/\/herospark.com\/blog\/seguranca-digital\/\">seguran\u00e7a online.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"O_que_e_a_LGPD\"><\/span>O que \u00e9 a LGPD?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u00c9 comum o uso apenas da sigla para se referir \u00e0 lei. Entretanto, ela \u00e9 oficialmente nomeada <a href=\"https:\/\/herospark.com\/blog\/o-que-e-lgpd\/\">Lei Geral de Prote\u00e7\u00e3o de Dados<\/a> e, no Brasil, foi sancionada em 2018. Em 2020, quando entrou em vigor, gerou debates e a necessidade de reformular diretrizes de privacidade e seguran\u00e7a na web.<\/p>\n\n\n\n<p>Ela foi inspirada na lei europeia GDPR (General Data Protection Regulations), com apenas algumas diferen\u00e7as, devido ao aumento de casos de vazamento de dados nos \u00faltimos anos.<\/p>\n\n\n\n<p>Basicamente, a LGPD Brasil prega o estabelecimento de regras claras para o usu\u00e1rio sobre coleta, armazenamento e compartilhamento de seus dados pessoais. Isso envolve qualquer informa\u00e7\u00e3o conectada \u00e0 pessoa, e todo tratamento operacional com os dados de cada indiv\u00edduo.<\/p>\n\n\n\n<p>As penalidades para o n\u00e3o cumprimento dessas normas tamb\u00e9m foram endurecidas na lei LGPD Brasil, fazendo com que as empresas que antes n\u00e3o possu\u00edam um filtro em rela\u00e7\u00e3o \u00e0 coleta de dados dos usu\u00e1rios apenas quando estritamente relevante, passem por mudan\u00e7as em sua opera\u00e7\u00e3o.<\/p>\n\n\n<div class=\"wp-block-image size-full wp-image-2323\">\n<figure class=\"aligncenter\"><img  fetchpriority=\"high\"  decoding=\"async\"  width=\"640\"  height=\"427\"  src=\"data:image\/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEUAAP+KeNJXAAAAAXRSTlMAQObYZgAAAAlwSFlzAAAOxAAADsQBlSsOGwAAAApJREFUCNdjYAAAAAIAAeIhvDMAAAAASUVORK5CYII=\"  alt=\"A LGPD no e-mail marketing \u00e9 essencial para manter a empresa segura e atualizada | Foto: Unsplash\"  class=\"wp-image-2323 pk-lazyload\"  data-pk-sizes=\"auto\"  data-ls-sizes=\"(max-width: 640px) 100vw, 640px\"  data-pk-src=\"https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-no-E-mail-Marketing_HeroSpark.jpg\"  data-pk-srcset=\"https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-no-E-mail-Marketing_HeroSpark.jpg 640w, https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-no-E-mail-Marketing_HeroSpark-300x200.jpg 300w\" ><figcaption class=\"wp-element-caption\">A LGPD no e-mail marketing \u00e9 essencial para manter a empresa segura e atualizada | Foto: Unsplash<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"LGPD_x_Marketing_Digital\"><\/span>LGPD x Marketing Digital<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Uma das t\u00e9cnicas do marketing digital \u00e9 o chamado email marketing. Esse m\u00e9todo consiste no disparo de emails para um certo p\u00fablico, como uma lista de contatos. \u00c9 comum o uso de ferramentas de automa\u00e7\u00e3o para isso. O objetivo principal gira em torno de alcan\u00e7ar uma comunica\u00e7\u00e3o com o usu\u00e1rio, completando uma a\u00e7\u00e3o de marketing.<\/p>\n\n\n\n<p>Por meio do e-mail marketing, \u00e9 poss\u00edvel divulgar produtos, ofertas, dentre outras &#8220;panfletagens&#8221;. Isso funcionou por certo tempo, mas acabou gerando certo inc\u00f4modo aos usu\u00e1rios quando vinham acompanhados de v\u00edrus ou simplesmente chegavam num volume insistente e desagrad\u00e1vel. E o principal: sem a permiss\u00e3o do usu\u00e1rio.<\/p>\n\n\n\n<p>A LGPD no e-mail marketing se relaciona exatamente com a permiss\u00e3o do usu\u00e1rio para coleta, armazenamento e uso de seus dados. Se for necess\u00e1ria a obten\u00e7\u00e3o de qualquer tipo de dado, a empresa ter\u00e1 que justificar ao usu\u00e1rio antes de obt\u00ea-los.<\/p>\n\n\n\n<p>Al\u00e9m de tudo, esse processo de obten\u00e7\u00e3o s\u00f3 poder\u00e1 ser conclu\u00eddo a partir do consentimento ou do leg\u00edtimo interesse, duas bases legais para registro de dados que devem ser consideradas no marketing digital. A escolha por uma ou por outra linha varia de acordo com a din\u00e2mica da empresa e o funcionamento das a\u00e7\u00f5es de vendas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Como_adotar_a_LGPD_e-mail_marketing\"><\/span>Como adotar a LGPD e-mail marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Para que as estrat\u00e9gias de marketing digital, especialmente no e-mail marketing, estejam alinhadas com os princ\u00edpios da LGPD, algumas quest\u00f5es precisam ser revisadas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Base_de_lead\"><\/span>Base de lead<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Sua base de leads, por exemplo, que consiste em potenciais clientes que j\u00e1 demonstraram algum tipo de interesse no servi\u00e7o oferecido, precisa autorizar o tratamento dos dados que voc\u00ea possuir deles.<br>Esses clientes ter\u00e3o de ser alcan\u00e7ados por m\u00e9todos mais org\u00e2nicos de gera\u00e7\u00e3o de interesse, o que pode at\u00e9 resultar em rela\u00e7\u00f5es mais fortes e transparentes com eles &#8211; um dos pontos positivos dessa readequa\u00e7\u00e3o de bases legais.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Especificar_o_motivo_dos_dados_solicitados\"><\/span>Especificar o motivo dos dados solicitados<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Um dos maiores pontos-chave \u00e9 realmente deixar tudo bem claro para o usu\u00e1rio! Especifique o motivo pelo qual os dados requisitados s\u00e3o relevantes e quando eles est\u00e3o sendo usados, sempre mantendo a ess\u00eancia de conversa mais direta que pauta o email marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Oferecer_opcoes_de_conteudo\"><\/span>Oferecer op\u00e7\u00f5es de conte\u00fado<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Caixinhas de &#8220;<em>Quais conte\u00fados deseja receber?<\/em>&#8221; realizam o papel de filtrar o conte\u00fado que chega na base de leads e ajuda a segmentar melhor os clientes a partir de seus interesses, promovendo a aquisi\u00e7\u00e3o de clientes. Al\u00e9m de colocar seu e-mail marketing um passo dentro da LGPD Brasil.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"i\"><\/span>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Aprenda_estrategias_de_e-mail_marketing_com_a_HeroSpark\"><\/span>Aprenda estrat\u00e9gias de e-mail marketing com a HeroSpark<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>E voc\u00ea, j\u00e1 sabe como crescer suas estrat\u00e9gias de e-mail marketing? Se ainda n\u00e3o, a ferramenta SparkFunnels pode ser uma boa aplica\u00e7\u00e3o. Ferramenta oferecida pela HeroSpark, a SparkFunnels te ajuda a criar <a href=\"https:\/\/herospark.com\/blog\/funil-de-vendas\">funis de venda<\/a> de alta convers\u00e3o de forma r\u00e1pida e eficiente.<\/p>\n\n\n<p><iframe title=\"Tudo o que voc\u00ea precisa saber sobre FUNIL DE VENDAS\ud83d\udcb8\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pD3pZuc2q_Y?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p>Em uma mesma plataforma, \u00e9 poss\u00edvel disparar emails automatizados, criar landing pages e muito mais. A ferramenta facilita o seu processo de mudan\u00e7as com a LGPD no e-mail marketing e outros processos do marketing digital. <a href=\"https:\/\/funnels.herospark.com\/\">Clique aqui<\/a> e confira tudo sobre a SparkFunnels!<\/p>\n","protected":false},"excerpt":{"rendered":"LGPD&nbsp; no e-mail marketing &eacute; uma aplica&ccedil;&atilde;o feita para preservar a privacidade e a seguran&ccedil;a do sistema do endere&ccedil;o eletr&ocirc;nico de mensagens. Quer entender melhor sobre o que &eacute; a&hellip;\n","protected":false},"author":19,"featured_media":2315,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[2517,2068],"tags":[2414,2788,2443,2789,2787],"yst_prominent_words":[1185,234,223,86,166],"class_list":{"0":"post-2314","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email-marketing","8":"category-marketing-digital","9":"tag-e-mail-marketing","10":"tag-lei-lgpd","11":"tag-lgpd","12":"tag-lgpd-brasil","13":"tag-lgpd-e-mail-marketing"},"acf":[],"uagb_featured_image_src":{"full":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark.jpg",1200,628,false],"thumbnail":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-150x150.jpg",150,150,true],"medium":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-300x157.jpg",300,157,true],"medium_large":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-768x402.jpg",768,402,true],"large":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-1024x536.jpg",1024,536,true],"1536x1536":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark.jpg",1200,628,false],"2048x2048":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark.jpg",1200,628,false],"pk-small":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-80x80.jpg",80,80,true],"pk-thumbnail":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-300x225.jpg",300,225,true],"cs-small":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-80x80.jpg",80,80,true],"cs-intermediate":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-240x180.jpg",240,180,true],"cs-thumbnail":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-390x290.jpg",390,290,true],"cs-thumbnail-uncropped":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-390x204.jpg",390,204,true],"cs-medium":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-820x429.jpg",820,429,true],"cs-large":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-1180x618.jpg",1180,618,true],"web-stories-poster-portrait":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-640x628.jpg",640,628,true],"web-stories-publisher-logo":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-96x96.jpg",96,96,true],"web-stories-thumbnail":["https:\/\/herospark.com\/blog\/wp-content\/uploads\/sites\/6\/2021\/03\/LGPD-Email-Marketing_HeroSpark-150x79.jpg",150,79,true]},"uagb_author_info":{"display_name":"Rafael Carvalho","author_link":"https:\/\/herospark.com\/blog\/author\/rafaelcarvalho\/"},"uagb_comment_info":1,"uagb_excerpt":"LGPD&nbsp; no e-mail marketing &eacute; uma aplica&ccedil;&atilde;o feita para preservar a privacidade e a seguran&ccedil;a do sistema do endere&ccedil;o eletr&ocirc;nico de mensagens. 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