Ronaldo Dias
Deliverability Coordinator at Pmweb
I see that Brazil is going through a series of changes regarding the measurement of results. Major Brazilian brands are gaining access to email marketing and CRM technologies, and are already able to adopt more precise segmentations, improving strategy journeys. The open rate is still an important KPI, but I view it with caution.
When Apple announced in 2021 the change in its privacy policy (AMPP), where email opens are automatic and anonymized, it was not clear how this would affect customers in Brazil. Over time, we see email platforms today informing in reports what are auto-opens and real opens. However, analysts are still struggling to gain insights from this, as the use of iOS 15, where this policy started, is still limited in Brazil. In my numbers, in 2021 the share of sends to iOS was 7% of the total base. Today, it is 12% and tends to grow. To adapt to this, I understand that the weight of clicks should be greater than opens in email analyses.