{"id":18842,"date":"2025-12-19T17:26:24","date_gmt":"2025-12-19T17:26:24","guid":{"rendered":"https:\/\/www.mailgun.com\/glossary\/taxa-de-abertura-de-e-mail\/"},"modified":"2026-09-08T23:23:34","modified_gmt":"2026-09-08T23:23:34","slug":"taxa-de-abertura-de-e-mail","status":"publish","type":"glossary","link":"https:\/\/www.mailgun.com\/pt\/glossary\/taxa-de-abertura-de-e-mail\/","title":{"rendered":"Taxa de abertura de e-mail"},"content":{"rendered":"<h1>Taxa de abertura de e-mail<\/h1>\n<p><span class=\"TrackChangeTextInsertion TrackedChange TrackChangeHoverSelectColorRed SCXW192653388 BCX0\"><span class=\"TextRun SCXW192653388 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun TrackChangeHoverSelectHighlightRed SCXW192653388 BCX0\">T<\/span><\/span><\/span><a class=\"Hyperlink SCXW192653388 BCX0\" href=\"https:\/\/www.mailgun.com\/blog\/email\/email-open-rates-decoded\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TrackChangeTextInsertion TrackedChange TrackChangeHoverSelectColorRed SCXW192653388 BCX0\"><span class=\"TextRun Underlined SCXW192653388 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun TrackChangeHoverSelectHighlightRed SCXW192653388 BCX0\" data-ccp-charstyle=\"Hyperlink\">axa de abertura de e-mail<\/span><\/span><\/span><\/a><span class=\"TrackChangeTextInsertion TrackedChange TrackChangeHoverSelectColorRed SCXW192653388 BCX0\"><span class=\"TextRun SCXW192653388 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun TrackChangeHoverSelectHighlightRed SCXW192653388 BCX0\">\u00a0\u00e9 a porcentagem de e-mails entregues que constam como &#8220;abertos&#8221;, normalmente calculada como:<\/span><\/span><\/span><\/p>\n<p><code>(N\u00famero de e-mails abertos \/ N\u00famero de e-mails enviados) * 100 = Taxa de abertura de e-mail<\/code><\/p>\n<p><span data-contrast=\"none\">Mas aqui est\u00e1 o por\u00e9m: uma &#8220;abertura&#8221; n\u00e3o \u00e9 uma visualiza\u00e7\u00e3o real.\u00a0\u00c9 o carregamento de um pixel. A maioria das plataformas de e-mail incorpora um pequeno pixel de rastreamento na mensagem. Quando o cliente de e-mail do destinat\u00e1rio carrega esse pixel, isso conta como uma abertura.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">No entanto, os recursos modernos de privacidade como\u00a0<\/span><a href=\"https:\/\/www.apple.com\/legal\/privacy\/data\/en\/mail-privacy-protection\/\"><span data-contrast=\"none\">a Prote\u00e7\u00e3o de Privacidade do Mail (MPP) da Apple<\/span><\/a><span data-contrast=\"none\"> pr\u00e9-carregam imagens (incluindo pixels de rastreamento), independentemente de o destinat\u00e1rio realmente abrir a mensagem.<\/span><span data-contrast=\"none\"> Isso significa que muitas aberturas (especialmente de dispositivos Apple) n\u00e3o s\u00e3o mais indicadores confi\u00e1veis de um engajamento humano real.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">As taxas de abertura\u00a0<\/span><span data-contrast=\"none\">podem ser afetadas por:<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"82\" data-list-defn-props=\"{\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Bloqueio de imagens em clientes de e-mail<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"82\" data-list-defn-props=\"{\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Pr\u00e9-carregamento autom\u00e1tico por ferramentas de privacidade<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"82\" data-list-defn-props=\"{\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Filtros de seguran\u00e7a ou bots que carregam imagens<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"82\" data-list-defn-props=\"{\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Usu\u00e1rios lendo vers\u00f5es em texto simples<\/span><span data-ccp-props=\"{\"> <\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">A taxa de abertura ainda \u00e9 \u00fatil (no contexto):<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"83\" data-list-defn-props=\"{\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Para detectar o desempenho relativo (teste A\/B de linha de assunto dentro do mesmo ambiente)<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"83\" data-list-defn-props=\"{\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Para medir o comportamento do p\u00fablico em segmentos sem MPP<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"83\" data-list-defn-props=\"{\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Como uma m\u00e9trica direcional quando combinada com cliques e convers\u00f5es<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Taxa de abertura de e-mail Taxa de abertura de e-mail\u00a0\u00e9 a porcentagem de e-mails entregues que constam como &#8220;abertos&#8221;, normalmente calculada como: (N\u00famero de e-mails abertos \/ N\u00famero de e-mails enviados) * 100 = Taxa de abertura de e-mail Mas aqui est\u00e1 o por\u00e9m: uma &#8220;abertura&#8221; n\u00e3o \u00e9 uma visualiza\u00e7\u00e3o real.\u00a0\u00c9 o carregamento de um [&hellip;]<\/p>\n","protected":false},"author":23,"template":"","meta":{"_acf_changed":false},"class_list":["post-18842","glossary","type-glossary","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taxa de abertura de e-mail \u2013 Gloss\u00e1rio de termos de e-mail | Mailgun<\/title>\n<meta name=\"description\" content=\"A taxa de abertura de e-mail refere-se \u00e0 porcentagem de e-mails enviados que s\u00e3o abertos por quem os l\u00ea. 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