{"id":24399,"date":"2021-09-24T14:51:14","date_gmt":"2021-09-24T14:51:14","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/br\/?p=24399"},"modified":"2022-06-07T20:19:15","modified_gmt":"2022-06-07T20:19:15","slug":"ios-15-email-marketing-indicadores-certos","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/ios-15-email-marketing-indicadores-certos\/","title":{"rendered":"iOS 15 e o Email Marketing: Focando nos Indicadores Certos"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Se voc\u00ea ainda n\u00e3o est\u00e1 ciente sobre o lan\u00e7amento do iOS 15 da Apple e em como ele ir\u00e1 afetar suas estrat\u00e9gias de email marketing, estamos aqui para te alertar e dizer que \u00e9 hora de se atualizar!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De forma generalizada, este lan\u00e7amento muda a forma como os profissionais de <a href=\"https:\/\/www.benchmarkemail.com\/br\/email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a> s\u00e3o capazes de rastrear o sucesso de suas campanhas. Mas antes de nos aprofundarmos nisso, vamos falar sobre quais recursos de privacidade do iOS 15 incluem:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Prote\u00e7\u00e3o de<\/strong> <strong>Privacidade de Email:<\/strong> Os usu\u00e1rios poder\u00e3o selecionar recursos de privacidade que basicamente mascaram os endere\u00e7os IP e impedem que terceiros rastreiem as aberturas de email.<\/li><li><strong>iCloud +: <\/strong>Este \u00e9 um recurso adicional em modelo de assinatura para usu\u00e1rios do Safari. O iCloud+ permite bloquear o rastreamento dos sites, al\u00e9m de permitir que os usu\u00e1rios vejam para quais sites suas informa\u00e7\u00f5es est\u00e3o sendo enviadas.<\/li><li><strong>Hide My Email:<\/strong> Este \u00e9 um recurso dentro do iCloud + que permite que os usu\u00e1rios escondam seus emails e forne\u00e7am aos sites emails \u201cfalsos\u201d.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Lembre-se de que esses recursos est\u00e3o dispon\u00edveis apenas para usu\u00e1rios do Apple Mail e de dispositivos Apple. Al\u00e9m disso, esses usu\u00e1rios ter\u00e3o que aceitar esses recursos para que sejam aplicados e, como alguns desses recursos s\u00e3o pagos, as pessoas podem n\u00e3o querer utiliz\u00e1-los. Mas isso n\u00e3o significa que voc\u00ea n\u00e3o deve come\u00e7ar a ajustar seus <a href=\"https:\/\/neilpatel.com\/br\/blog\/tudo-sobre-kpi\/\" target=\"_blank\" rel=\"noreferrer noopener\">KPIs<\/a> de email marketing para que possa estar mais bem preparado para medir e rastrear seu sucesso com mais precis\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A atualiza\u00e7\u00e3o que \u00e9 vista como mais amea\u00e7adora \u00e9 o recurso Mail Privacy Protection. A maior m\u00e9trica que esse recurso afeta \u00e9 a taxa de abertura, e quando voc\u00ea considera o quanto os profissionais de email marketing contam com essa m\u00e9trica para determinar o sucesso de suas campanhas, podemos dizer que isso \u00e9 um pouco preocupante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apesar disso, n\u00e3o podemos achar que essas mudan\u00e7as s\u00e3o raz\u00f5es para desistirmos. O email marketing j\u00e1 existe h\u00e1 algum tempo e muitas mudan\u00e7as ocorreram ao longo dos anos. <strong>Como profissionais de marketing, sabemos que, se quisermos obter sucesso, a capacidade de adapta\u00e7\u00e3o \u00e9 fundamental.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"534\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/ios-15-kpi_02-1024x534.jpg\" alt=\"banner com homem olhando para seu celular e pensando sobre o ios 15\" class=\"wp-image-24424\" srcset=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/ios-15-kpi_02-1024x534.jpg 1024w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/ios-15-kpi_02-300x156.jpg 300w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/ios-15-kpi_02-768x400.jpg 768w, https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/10\/ios-15-kpi_02.jpg 1400w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Dito isso, a taxa de abertura de email n\u00e3o \u00e9 a \u00fanica m\u00e9trica que voc\u00ea pode utilizar. Por isso, vamos falar sobre alguns dos outros KPIs de email marketing que voc\u00ea deve usar para mensurar o sucesso de suas campanhas.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 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\/ios-15-email-marketing-indicadores-certos\/#1_Cliques_e_Taxa_de_Cliques\" >1. Cliques e Taxa de Cliques<\/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\/ios-15-email-marketing-indicadores-certos\/#2_Desempenho_do_Link\" >2. Desempenho do Link<\/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\/ios-15-email-marketing-indicadores-certos\/#3_Taxa_de_Rejeicao\" >3. Taxa de Rejei\u00e7\u00e3o<\/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\/ios-15-email-marketing-indicadores-certos\/#4_Cancelamento_de_Inscricao\" >4. Cancelamento de Inscri\u00e7\u00e3o<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/ios-15-email-marketing-indicadores-certos\/#Concluindo%E2%80%A6\" >Concluindo&#8230;<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Cliques_e_Taxa_de_Cliques\"><\/span>1. Cliques e Taxa de Cliques<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Compartilhar links para seus conte\u00fados online em seus emails \u00e9 uma \u00f3tima maneira de <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/aumentar-suas-conversoes-com-automacao-para-nutricao-de-leads\" target=\"_blank\" rel=\"noreferrer noopener\">nutrir e educar seus leads<\/a>. Mas nem todos os emails que voc\u00ea envia abrem margem para isso. Alguns emails s\u00e3o simplesmente para compartilhar o lan\u00e7amento de um novo produto ou material que voc\u00ea criou. Outros promovem outras coisas, como uma demonstra\u00e7\u00e3o de algum produto ou servi\u00e7o ou mesmo um texto instrutivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 muito importante que voc\u00ea observe quantos cliques seus emails geram. Quanto mais cliques seus emails geram, mais engajados seus contatos se tornam com o seu conte\u00fado. Com as mudan\u00e7as impostas pelo iOS 15, \u00e9 ainda mais importante observar a sua taxa de cliques. Isso mostra, dentre todas as pessoas que viram seu email, quantas realmente clicaram em um link dentro do seu email. \u00c9 uma m\u00e9trica que pode te ajudar a determinar, de maneira geral, o grau de interesse dos seus contatos em saber mais sobre o assunto ou em responder ao seu CTA.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Desempenho_do_Link\"><\/span>2. Desempenho do Link<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De acordo com as melhores pr\u00e1ticas, o ideal \u00e9 ter apenas um CTA por email, mas nem sempre isso se aplica \u00e0s suas campanhas. Nos casos em que voc\u00ea est\u00e1 compartilhando links para mais de uma parte do conte\u00fado, \u00e9 importante entender quais links funcionam melhor com seu p\u00fablico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com a <a href=\"https:\/\/www.benchmarkemail.com\/br\/\" target=\"_blank\" rel=\"noreferrer noopener\">Benchmark Email<\/a>, nossos usu\u00e1rios podem acompanhar o desempenho do link, analisando quantos cliques cada link em um determinado email recebeu. Nossa ferramenta tamb\u00e9m informa quais contatos clicaram nos respectivos links. Portanto, se voc\u00ea estiver compartilhando cinco artigos de blog, por exemplo, com a nossa plataforma voc\u00ea poder\u00e1 acompanhar facilmente qual foi o mais popular com quais contatos. Voc\u00ea pode utilizar essa informa\u00e7\u00e3o para criar e divulgar artigos de blog com assuntos que interessam seu p\u00fablico futuramente, e fornecer uma experi\u00eancia mais personalizada para inscritos espec\u00edficos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Taxa_de_Rejeicao\"><\/span>3. Taxa de Rejei\u00e7\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sua <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/reduzir-taxa-de-rejeicao-e-melhorar-entregabilidade-de-email\" target=\"_blank\" rel=\"noreferrer noopener\">taxa de rejei\u00e7\u00e3o<\/a> (ou taxa de bounce) te informa, dentre as pessoas para quem voc\u00ea enviou sua campanha, quantas n\u00e3o a receberam. Isso normalmente significa que h\u00e1 um problema com o endere\u00e7o de email para o qual voc\u00ea est\u00e1 tentando enviar campanhas. Isso mostra que seus emails n\u00e3o est\u00e3o chegando a todos e pode afetar negativamente sua entregabilidade (capacidade de entrega dos emails), e \u00e9 por isso que voc\u00ea n\u00e3o quer que sua taxa de rejei\u00e7\u00e3o seja alta ou cres\u00e7a gradativamente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quando os endere\u00e7os de email aparecem repetidamente em sua lista de rejei\u00e7\u00e3o, eles devem ser considerados armadilhas de spam. Com a Benchmark Email, voc\u00ea pode ver quais contatos n\u00e3o est\u00e3o recebendo seus emails. Se voc\u00ea notar que os mesmos emails continuam aparecendo nessas listas, o ideal \u00e9 exclu\u00ed-los de seus envios futuros, o que pode ajudar a melhorar sua entregabilidade e evitar que voc\u00ea seja colocado em uma <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/como-saber-se-meu-remetente-esta-numa-blacklist-de-email\/\">blacklist<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Cancelamento_de_Inscricao\"><\/span>4. Cancelamento de Inscri\u00e7\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cancelar ou remover a assinatura \u00e9, ao mesmo tempo, algo bom e algo ruim. Embora n\u00e3o seja animador ver pessoas optando por n\u00e3o receber suas mensagens futuras, tamb\u00e9m te ajuda a evitar o envio de campanhas de email para pessoas que n\u00e3o est\u00e3o interessadas em seu conte\u00fado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se voc\u00ea notar que sua taxa de cancelamento de assinatura est\u00e1 subindo, pode ser o momento para pensar em um novo <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/design-de-email-elementos-essenciais\/\" target=\"_blank\" rel=\"noreferrer noopener\">design de email<\/a> ou repensar sua estrat\u00e9gia de <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-primeiro-eduque-depois-venda\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing de conte\u00fado<\/a>. Apenas certifique-se de dar uma boa olhada nas personas do seu p\u00fablico para determinar se elas ainda est\u00e3o corretas e verifique novamente os formul\u00e1rios do seu site e de inscri\u00e7\u00e3o por email, para garantir que sejam apenas <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/o-que-e-opt-in\/\" target=\"_blank\" rel=\"noreferrer noopener\">opt-in<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Concluindo%E2%80%A6\"><\/span>Concluindo&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Esperamos que, ao analisar os pontos citados ao longo deste artigo, voc\u00ea compreenda que os recursos do iOS 15 n\u00e3o interferem na forma como voc\u00ea ir\u00e1 medir o desempenho e o sucesso de suas campanhas de email marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ao avaliar diferentes KPIs de email marketing, voc\u00ea poder\u00e1 obter uma leitura verdadeira sobre como seus emails est\u00e3o sendo recebidos por sua lista de contatos e, o mais importante, onde voc\u00ea precisa melhorar ou mesmo readaptar sua estrat\u00e9gia de email marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se voc\u00ea ainda n\u00e3o est\u00e1 ciente sobre o lan\u00e7amento do iOS 15 da Apple e em como ele ir\u00e1 afetar suas estrat\u00e9gias de email marketing, estamos aqui para te alertar e dizer que \u00e9 hora de se atualizar! De forma generalizada, este lan\u00e7amento muda a forma como os profissionais de email marketing s\u00e3o capazes de&hellip;<\/p>\n","protected":false},"author":44,"featured_media":24426,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-24399","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 v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iOS 15 e o Email Marketing: Focando nos Indicadores Certos<\/title>\n<meta name=\"description\" content=\"O lan\u00e7amento da atualiza\u00e7\u00e3o da Apple para o iOS 15 mudou o mundo do email marketing para sempre. 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