New research presented at Web Summit Rio found that multichannel outreach generates 85% more replies than email-only campaigns in Brazil, highlighting the growing importance of direct-contact channels such as WhatsApp, phone, and LinkedIn in Brazilian B2B sales.
At Web Summit Rio, Snov.io unveiled new research showing that multichannel outreach campaigns generate 85% more replies than email-only campaigns in Brazil. In contrast, US campaigns achieve stronger results through email-only outreach, highlighting a growing gap between how buyers engage with outbound sales across different markets.
The research analyzed campaign performance data from May 2025 to May 2026, covering more than 53.9 million emails sent across Brazil and the United States. The study compared reply rates across email-only and multichannel outreach campaigns to evaluate how channel mix affects outbound performance in different markets.
The findings suggest that many global sales teams are relying on outreach playbooks that fail to reflect how Brazilian prospects prefer to communicate. While email remains a core channel, the strongest results in Brazil come from combining it with direct-contact channels such as LinkedIn, phone, and WhatsApp.
For sales teams, this creates a new operational challenge. Running multichannel outreach requires more than adding additional touchpoints — it requires access to accurate contact data across channels. Yet many teams still rely on separate tools and fragmented workflows to source phone numbers for cold calling and direct-contact outreach.
To help teams adapt to this shift toward multichannel outreach, Snov.io is introducing Phone Enrichment at Web Summit Rio.
Users are now able to enrich prospect profiles with phone numbers directly inside Snov.io. The feature supports both individual lookups through a “Get number” button within a prospect profile and bulk enrichment for selected lead lists. Snov.io automatically searches connected data providers and adds successfully matched phone numbers directly to prospect records.
“Our research highlights a broader shift in Brazilian B2B sales toward direct, relationship-driven communication. Companies can no longer rely on email as their only outbound channel. As more sales teams adopt multichannel outreach, access to accurate phone and contact data becomes a critical part of modern sales infrastructure. Phone Enrichment is our response to that shift,” said Oleksii Kratko, CEO and founder of Snov.io.
About Snov.io
Snov.io is a lead generation and sales automation platform that helps companies build a pipeline through lead generation, multichannel outreach, email deliverability, LinkedIn Automation, data enrichment, and sales workflow automation. Founded in 2017, the company now serves more than 3 million users worldwide, primarily small and medium-sized businesses.
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