{"id":24296,"date":"2021-07-21T21:19:46","date_gmt":"2021-07-21T21:19:46","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/br\/?p=24296"},"modified":"2021-07-29T01:45:14","modified_gmt":"2021-07-29T01:45:14","slug":"atualizacao-ios-15-email-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/atualizacao-ios-15-email-marketing\/","title":{"rendered":"iOS 15: Como Essa Atualiza\u00e7\u00e3o da Apple ir\u00e1 Mudar o Email Marketing"},"content":{"rendered":"<p>Ficou sabendo da nova atualiza\u00e7\u00e3o da Apple para iOS 15? Rumores de que ele vai alterar para sempre o mundo do email marketing?<\/p>\n<p>Podemos dizer que os marketeiros ficaram \u201cmimados\u201d depois da Internet. O marketing digital, as redes sociais e o <a href=\"https:\/\/www.benchmarkemail.com\/br\/email-marketing\/\">email marketing<\/a> nos proporcionam muitos luxos, principalmente quando se trata de alcan\u00e7ar nosso <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/o-que-e-publico-alvo-como-definir-seu\/\">p\u00fablico-alvo<\/a> e afet\u00e1-los diretamente com nossos produtos ou servi\u00e7os. Tudo muito bom.<\/p>\n<p>At\u00e9 agora.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-24316\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03.jpg\" alt=\"como o ios 15 ir\u00e1 mudar o email marketing\" width=\"650\" height=\"650\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03.jpg 1200w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03-300x300.jpg 300w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03-1024x1024.jpg 1024w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03-150x150.jpg 150w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03-768x768.jpg 768w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03-60x60.jpg 60w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/ios-15_03-120x120.jpg 120w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/p>\n<p>Como voc\u00ea provavelmente j\u00e1 deve saber, a Apple lan\u00e7ar\u00e1 uma atualiza\u00e7\u00e3o do <a href=\"https:\/\/www.apple.com\/br\/newsroom\/2021\/06\/ios-15-brings-powerful-new-features-to-stay-connected-focus-explore-and-more\/\">iOS 15<\/a>, que mudar\u00e1 a seguran\u00e7a da privacidade de seus usu\u00e1rios. Embora isso provavelmente brilhe os olhos de muitos usu\u00e1rios e fa\u00e7a muitos consumidores se sentirem melhor com rela\u00e7\u00e3o \u00e0 seguran\u00e7a de suas informa\u00e7\u00f5es, esta atualiza\u00e7\u00e3o com certeza vai afetar negativamente o setor de marketing, que depende muito dos dados acess\u00edveis do usu\u00e1ri<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-21486 \" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/Celular.jpg\" alt=\"\" width=\"391\" height=\"497\" \/>Antes de entrar em desespero, vamos explorar tudo desta atualiza\u00e7\u00e3o, como ela mudar\u00e1 a forma como voc\u00ea divulga sua marca ou neg\u00f3cio e tamb\u00e9m como envia e rastreia suas campanhas de email marketing.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/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=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" 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: #000000;color:#000000\" 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><\/span><\/span><\/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:\/\/www.benchmarkemail.com\/br\/blog\/atualizacao-ios-15-email-marketing\/#O_que_e_essa_atualizacao_do_iOS_15\" >O que \u00e9 essa atualiza\u00e7\u00e3o do iOS 15?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/atualizacao-ios-15-email-marketing\/#O_iOS_15_acabara_com_o_Email_Marketing\" >O iOS 15 acabar\u00e1 com o Email Marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/atualizacao-ios-15-email-marketing\/#O_que_vai_mudar_com_a_atualizacao_do_iOS_15\" >O que vai mudar com a atualiza\u00e7\u00e3o do iOS 15?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/atualizacao-ios-15-email-marketing\/#Como_se_preparar_para_a_atualizacao_do_iOS_15\" >Como se preparar para a atualiza\u00e7\u00e3o do iOS 15<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_essa_atualizacao_do_iOS_15\"><\/span>O que \u00e9 essa atualiza\u00e7\u00e3o do iOS 15?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>O lan\u00e7amento n\u00e3o acontecer\u00e1 at\u00e9 o final de setembro de 2021, embora deva chegar antes de n\u00f3s sabermos. Basicamente, a Apple oferecer\u00e1 aos usu\u00e1rios de seu aplicativo Mail a capacidade de selecionar a <b>Prote\u00e7\u00e3o de Privacidade do App Mail<\/b> (ou Mail Privacy Protection) e limitar a quantidade de dados disponibilizados para as marcas e empresas que enviam emails e utilizam pixels (c\u00f3digos) de rastreamento. Mais especificamente, quando os usu\u00e1rios selecionam esta op\u00e7\u00e3o de privacidade, campanhas de email marketing n\u00e3o ter\u00e3o mais acesso a informa\u00e7\u00f5es como:<\/p>\n<ul>\n<li>Quando ou onde seus emails est\u00e3o sendo abertos<\/li>\n<li>Resultados de pixels ocultos<\/li>\n<li>Endere\u00e7os IP, o que significa que n\u00e3o haver\u00e1 mais associa\u00e7\u00e3o de outras atividades online dos usu\u00e1rios<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"O_iOS_15_acabara_com_o_Email_Marketing\"><\/span>O iOS 15 acabar\u00e1 com o Email Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>O email marketing existe desde sempre e adora se reinventar e afirmar sempre que poss\u00edvel que ele &#8220;n\u00e3o est\u00e1 morto&#8221;. Mas, ser\u00e1 que algo assim poderia ser o prego final no caix\u00e3o?<\/p>\n<p>\u00c9 mais ou menos uma quest\u00e3o de uma combina\u00e7\u00e3o de fatores, como por exemplo:<\/p>\n<ul>\n<li>Quantas pessoas utilizam dispositivos m\u00f3veis da Apple &#8211; <a href=\"https:\/\/www.oficinadanet.com.br\/mercadotech\/30537-apple-ganha-mercado-de-smartphones-no-brasil-em-marco-enquanto-samsung-perde\">no Brasil, a m\u00e9dia \u00e9 de 14% do mercado de smartphones<\/a>, mas isso pode variar dependendo do seu nicho<\/li>\n<li>Quantos desses usu\u00e1rios optaram pela Prote\u00e7\u00e3o de Privacidade de Email.<\/li>\n<li>O quanto os profissionais de marketing s\u00e3o capazes de se adaptar e encontrar outras maneiras de obter dados do usu\u00e1rio para fins de relat\u00f3rios.<\/li>\n<\/ul>\n<div id=\"attachment_24305\" style=\"width: 691px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-24305\" class=\"wp-image-24305 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/2021-07-22_12-55-37.png\" alt=\"divis\u00e3o do mercado de smartphones por marca no brasil\" width=\"681\" height=\"251\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/2021-07-22_12-55-37.png 681w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/07\/2021-07-22_12-55-37-300x111.png 300w\" sizes=\"auto, (max-width: 681px) 100vw, 681px\" \/><p id=\"caption-attachment-24305\" class=\"wp-caption-text\">Fonte: <a href=\"https:\/\/www.oficinadanet.com.br\/mercadotech\/30537-apple-ganha-mercado-de-smartphones-no-brasil-em-marco-enquanto-samsung-perde\">https:\/\/www.oficinadanet.com.br\/mercadotech\/30537-apple-ganha-mercado-de-smartphones-no-brasil-em-marco-enquanto-samsung-perde<\/a><\/p><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_vai_mudar_com_a_atualizacao_do_iOS_15\"><\/span>O que vai mudar com a atualiza\u00e7\u00e3o do iOS 15?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Simplificando, a maneira como voc\u00ea rastreia o engajamento do seu email e a maneira como voc\u00ea personaliza seu email marketing precisar\u00e3o mudar. Pode ir se despedindo dos dados de taxa de abertura e, embora pensemos que provavelmente poder\u00edamos conviver com isso, h\u00e1 outras coisas que dependem das taxas de abertura e que tamb\u00e9m ser\u00e3o afetadas.<\/p>\n<p>Podemos citar, por exemplo, a integridade da lista, a segmenta\u00e7\u00e3o e os gatilhos automatizados ser\u00e3o todos afetados, pois dependem do engajamento de abertura.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_se_preparar_para_a_atualizacao_do_iOS_15\"><\/span>Como se preparar para a atualiza\u00e7\u00e3o do iOS 15<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Temos algum tempinho pela frente, mas eu n\u00e3o demoraria muito. Voc\u00ea deve come\u00e7ar a pensar nesse lan\u00e7amento agora mesmo e come\u00e7ar a preparar suas estrat\u00e9gias de email marketing e novas pr\u00e1ticas de rastreamento. Embora possa parecer um golpe fatal, a verdade \u00e9 que, quando voc\u00ea olha para essa mudan\u00e7a da maneira certa, isso s\u00f3 te ajudar\u00e1 a melhorar suas pr\u00e1ticas e o funcionamento do seu funil de marketing.<\/p>\n<p>Veja abaixo algumas dicas do que recomendamos focar, que o ajudar\u00e3o a se preparar melhor para esse lan\u00e7amento e ainda a ser eficaz com suas campanhas de email marketing.<\/p>\n<ul>\n<li><b>Fa\u00e7a uma auditoria<\/b> &#8211; Verifique suas pr\u00e1ticas atuais para ver em que ponto ou \u00e1rea voc\u00ea est\u00e1 contando com os dados que n\u00e3o estar\u00e3o mais dispon\u00edveis.<\/li>\n<li><b>Priorize a coleta de dados feita por sua pr\u00f3pria equipe<\/b> &#8211; Assim como no caso de perda de cookies de terceiros, os dados prim\u00e1rios ser\u00e3o mais importantes. Utilize landing pages, <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/guia-basico-formulario-html\/\">formul\u00e1rios em sites<\/a> e fa\u00e7a pesquisas com seus inscritos para obter informa\u00e7\u00f5es qualitativas sobre eles em que, da maneira antiga, voc\u00ea teria contado com m\u00e9tricas de abertura e localiza\u00e7\u00e3o para saber.<\/li>\n<li><b>Mantenha uma base de contatos 100% Opt-in &#8211; <\/b>Se suas pr\u00e1ticas forem compat\u00edveis com a <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/gdpr-email-marketing\/\">GDPR<\/a> ou a LGPD, voc\u00ea j\u00e1 est\u00e1 um passo \u00e0 frente. Certifique-se de que cada formul\u00e1rio que voc\u00ea tem em seu site inclua uma caixa para os usu\u00e1rios autorizarem o envio de campanhas de email marketing e\/ou newsletters. Al\u00e9m disso, voc\u00ea pode incluir uma frase que exponha claramente que eles ser\u00e3o inclu\u00eddos em uma lista de emails ao preencherem o formul\u00e1rio, podendo cancelar a inscri\u00e7\u00e3o a qualquer momento. Quando voc\u00ea se concentra em conquistar <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/o-que-e-opt-in\/\">inscritos opt-in<\/a>, o engajamento deles ser\u00e1 maior, j\u00e1 que isso significa que eles realmente querem receber mensagens suas.<\/li>\n<li><b>Identifique novos benchmarks de email<\/b> &#8211; Conforme dito no come\u00e7o deste artigo, voc\u00ea n\u00e3o poder\u00e1 mais confiar nas taxas de abertura, ent\u00e3o certifique-se de explorar outras m\u00e9tricas importantes para o email marketing. As taxas de cliques e de convers\u00e3o ser\u00e3o mais importantes do que nunca. Certifique-se tamb\u00e9m de ajustar emails de teste, segmenta\u00e7\u00e3o e os gatilhos de email, para que n\u00e3o dependam das taxas de abertura.<\/li>\n<li><b>Limpe suas listas <\/b>&#8211; Como a higiene de uma lista pode depender das taxas de abertura, certifique-se de limpar sua lista com base em outras m\u00e9tricas de engajamento. Considere utilizar crit\u00e9rios de limpeza baseados na entregabilidade e use outras m\u00e9tricas de base para determinar se um determinado inscrito deve ou n\u00e3o permanecer na sua lista.<\/li>\n<li><b>D\u00ea aten\u00e7\u00e3o especial ao fundo do funil <\/b>&#8211; O fundo do <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/automacoes-de-email-marketing-para-melhorar-o-funil-de-vendas\/\">funil<\/a> \u00e9 onde a personaliza\u00e7\u00e3o fica cada vez mais minuciosa e, como voc\u00ea perder\u00e1 acesso a informa\u00e7\u00f5es que auxiliam diretamente na personaliza\u00e7\u00e3o, \u00e9 hora de examinar a estrutura desta etapa para que ela ainda tenha sucesso na convers\u00e3o.<\/li>\n<\/ul>\n<p>No universo do marketing, pode parecer que, no momento em que voc\u00ea se sente confort\u00e1vel com sua estrat\u00e9gia, algo novo muda tudo o que j\u00e1 conhec\u00edamos, afetando a forma como voc\u00ea trabalha e te for\u00e7ando a ser mais criativo com sua abordagem. A atualiza\u00e7\u00e3o iminente do iOS 15 da Apple significa mudan\u00e7as definitivas na forma como fazemos as coisas, mas ela n\u00e3o precisa ser uma grande dor de cabe\u00e7a. Na verdade, isso deve trazer melhores resultados, como estrat\u00e9gias de marketing aprimoradas e que colocam o cliente como prioridade.<\/p>\n<p>Esperamos que este artigo ajude voc\u00ea a se preparar e que voc\u00ea n\u00e3o desanime! Sua nova forma de fazer email marketing poder\u00e1 fazer sua empresa crescer ainda mais!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Apple tem lan\u00e7ado diversas atualiza\u00e7\u00f5es para aumentar a privacidade de seus usu\u00e1rios. Com o iOS15, essas mudan\u00e7as ir\u00e3o afetar o email marketing. Ficar\u00e1 mais dif\u00edcil de contabilizar aberturas. Veja como isso ir\u00e1 afetar sua estrat\u00e9gia de email marketing e como mitigar o impacto dessa mudan\u00e7a.<\/p>\n","protected":false},"author":44,"featured_media":24319,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-24296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iOS 15: Como Essa Atualiza\u00e7\u00e3o da Apple ir\u00e1 Mudar o Email Marketing - Benchmark Email<\/title>\n<meta name=\"description\" content=\"A Apple lan\u00e7ar\u00e1 uma atualiza\u00e7\u00e3o do iOS 15 nos pr\u00f3ximos meses que mudar\u00e1 para sempre o mundo do email marketing. 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