{"id":6876,"date":"2026-04-09T21:43:00","date_gmt":"2026-04-09T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6876"},"modified":"2026-04-10T00:54:17","modified_gmt":"2026-04-09T21:54:17","slug":"ctr-je-mrtvy-protoze-e-mailovi-marketeri-davaji-prednost-ctoru","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/ha-muerto-el-ctr-por-que-los-profesionales-del-email-marketing-prefieren-el-ctor\/masterbase\/","title":{"rendered":"Je CTR mrtv\u00fd? Pro\u010d e-mailov\u00ed market\u00e9\u0159i preferuj\u00ed CTOR"},"content":{"rendered":"

Od doby, kdy se e-mailov\u00fd marketing stal v 90. letech 20. stolet\u00ed legitimn\u00edm marketingov\u00fdm kan\u00e1lem, m\u011b\u0159\u00ed e-mailov\u00ed market\u00e9\u0159i sv\u00e9 v\u00fdsledky podle dvou ukazatel\u016f: m\u00edry otev\u0159en\u00ed a m\u00edry proklik\u016f.<\/p>\n

M\u00edra otev\u0159en\u00ed m\u011b\u0159\u00ed procento p\u0159\u00edjemc\u016f, kte\u0159\u00ed e-mail otev\u0159eli, co\u017e pom\u00e1h\u00e1 posoudit v\u00fdkonnost p\u0159edm\u011btu a n\u00e1hledu. M\u00edra prokliku (CTR) m\u011b\u0159\u00ed procento p\u0159\u00edjemc\u016f, kte\u0159\u00ed klikli na odkazy v e-mailu, vzhledem k celkov\u00e9mu po\u010dtu odb\u011bratel\u016f, kte\u0159\u00ed e-mail obdr\u017eeli.<\/p>\n

To znamen\u00e1, \u017ee n\u00edzk\u00e1 m\u00edra otev\u0159en\u00ed m\u016f\u017ee sn\u00ed\u017eit m\u00edru prokliku, i kdy\u017e velk\u00e9 procento p\u0159\u00edjemc\u016f, kte\u0159\u00ed otev\u0159eli e-mail, klikne na va\u0161e webov\u00e9 str\u00e1nky. S ohledem na tuto skute\u010dnost nemus\u00ed b\u00fdt m\u00edra prokliku nejlep\u0161\u00edm ukazatelem zapojen\u00ed.<\/p>\n

Jak tedy p\u0159esn\u011b zm\u011b\u0159it skute\u010dnou \u00farove\u0148 zapojen\u00ed va\u0161ich e-mailov\u00fdch kampan\u00ed? Pomoc\u00ed ukazatele Click-to-Open Rate neboli CTOR.<\/p>\n

Co je to m\u00edra prokliku na otev\u0159en\u00ed (CTOR)?<\/h2>\n

M\u00edra prokliku k otev\u0159en\u00ed (Click-to-open rate, CTOR) m\u011b\u0159\u00ed procento jedine\u010dn\u00fdch p\u0159\u00edjemc\u016f, kte\u0159\u00ed po otev\u0159en\u00ed e-mailu klikli na odkaz. V\u011bt\u0161ina e-mailov\u00fdch market\u00e9r\u016f d\u00e1v\u00e1 p\u0159ednost m\u011b\u0159en\u00ed zapojen\u00ed pomoc\u00ed CTOR, proto\u017ee tato metrika zohled\u0148uje pouze p\u0159\u00edjemce, kte\u0159\u00ed otev\u0159eli a p\u0159e\u010detli e-maily.<\/p>\n

Jak vypo\u010d\u00edtat CTOR<\/h2>\n

V\u00fdpo\u010det m\u00edry prokliku na otev\u0159en\u00ed je jednoduch\u00fd: Za\u010dn\u011bte vyd\u011blen\u00edm po\u010dtu unik\u00e1tn\u00edch kliknut\u00ed po\u010dtem unik\u00e1tn\u00edch otev\u0159en\u00ed. Pak toto \u010d\u00edslo vyn\u00e1sobte 100. V\u00fdsledkem je hodnota CTOR.<\/p>\n

Uve\u010fme si p\u0159\u00edklad: ode\u0161lete e-mail 5 000 odb\u011bratel\u016fm. E-mail otev\u0159e 80 odb\u011bratel\u016f a dojde k celkem 40 kliknut\u00edm. Takto se vypo\u010d\u00edt\u00e1 CTOR: (40\/80) x 100 = 50%. To by znamenalo, \u017ee v\u00e1\u0161 CTOR je velmi vysok\u00fd, proto\u017ee v\u011bt\u0161ina odb\u011bratel\u016f, kte\u0159\u00ed e-mail otev\u0159eli, klikla na odkazy.<\/p>\n

P\u0159i pou\u017eit\u00ed tohoto vzorce je d\u016fle\u017eit\u00e9 po\u010d\u00edtat pouze unik\u00e1tn\u00ed otev\u0159en\u00ed a kliknut\u00ed. Pokud nap\u0159\u00edklad jeden z va\u0161ich odb\u011bratel\u016f r\u00e1no otev\u0159e v\u00e1\u0161 e-mail a klikne na odkaz a pozd\u011bji ve\u010der se k e-mailu vr\u00e1t\u00ed a klikne znovu. Nechcete, aby byl tento odb\u011bratel zapo\u010d\u00edt\u00e1n dvakr\u00e1t, proto\u017ee by to zm\u011bnilo anal\u00fdzu. Proto by m\u011bl CTOR po\u010d\u00edtat pouze unik\u00e1tn\u00ed otev\u0159en\u00ed a kliknut\u00ed.<\/p>\n

Jak zlep\u0161it sv\u016fj CTOR<\/h2>\n

A\u0165 u\u017e sv\u016fj syst\u00e9m CTOR sledujete ji\u017e del\u0161\u00ed dobu, nebo s t\u00edm teprve za\u010d\u00edn\u00e1te, v\u017edy je co zlep\u0161ovat. Zde je n\u011bkolik krok\u016f, kter\u00e9 m\u016f\u017eete podniknout ke zlep\u0161en\u00ed sv\u00e9ho CTOR:<\/p>\n

1. Pou\u017e\u00edvejte tla\u010d\u00edtka CTA<\/h2>\n

Dobr\u00fd e-mail m\u00e1 n\u011bkolik prvk\u016f: p\u0159esv\u011bd\u010divou kopii, atraktivn\u00ed obr\u00e1zky a p\u0159esv\u011bd\u010div\u00e9 v\u00fdzvy k akci. A v e-mailu s velk\u00fdm mno\u017estv\u00edm textu si tla\u010d\u00edtka CTA z\u00edskaj\u00ed velkou pozornost.<\/p>\n

M\u016f\u017eete pou\u017e\u00edt textov\u00e9 CTA, nap\u0159\u00edklad \"Klikn\u011bte zde pro v\u00edce informac\u00ed\". N\u011bkter\u00e9 datov\u00e9 zpr\u00e1vy v\u0161ak nazna\u010duj\u00ed, \u017ee tla\u010d\u00edtka mohou zv\u00fd\u0161it m\u00edru proklik\u016f.<\/p>\n

D\u016fle\u017eit\u00e9 je um\u00edstit CTA a\u017e po p\u0159edstaven\u00ed nab\u00eddky, nikoli p\u0159ed n\u00ed. V neposledn\u00ed \u0159ad\u011b by m\u011bla b\u00fdt dostate\u010dn\u011b v\u00fdrazn\u00e1, aby vynikla, ale ne tak velk\u00e1, aby br\u00e1nila celkov\u00e9mu u\u017eivatelsk\u00e9mu z\u00e1\u017eitku.<\/p>\n

2. P\u0159ehodno\u0165te sv\u00e9 nab\u00eddky<\/h2>\n

Jedn\u00edm z d\u016fvod\u016f, pro\u010d je m\u00edra kliknut\u00ed na otev\u0159en\u00ed n\u00edzk\u00e1, m\u016f\u017ee b\u00fdt to, \u017ee va\u0161e nab\u00eddky neodpov\u00eddaj\u00ed z\u00e1jm\u016fm va\u0161eho publika. Odb\u011bratel\u00e9 mohou zpr\u00e1vu otev\u0159\u00edt, ale kdy\u017e sjedou dol\u016f, \u017e\u00e1dn\u00fd z odkaz\u016f je neoslov\u00ed.<\/p>\n

Doporu\u010dujeme zde segmentovat v\u00e1\u0161 e-mailov\u00fd seznam: t\u00edm zajist\u00edte, \u017ee budete pos\u00edlat e-maily, kter\u00e9 va\u0161e odb\u011bratele skute\u010dn\u011b zaj\u00edmaj\u00ed.<\/p>\n

3. Lep\u0161\u00ed jedin\u00fd CTA<\/h2>\n

Pokud jde o e-mailov\u00e9 CTA, m\u016f\u017eete pou\u017e\u00edt n\u011bkolik taktik. N\u011bkter\u00e9 zna\u010dky d\u00e1vaj\u00ed ve sv\u00fdch e-mailech p\u0159ednost pou\u017eit\u00ed v\u00edce CTA a nech\u00e1vaj\u00ed odb\u011bratele kliknout na tu, kter\u00e1 je nejv\u00edce zaj\u00edm\u00e1. To je \u010dasto vid\u011bt v e-mailech s komer\u010dn\u00edmi nab\u00eddkami. Jde o to, \u017ee v\u00edce CTA rovn\u00e1 se v\u00edce p\u0159\u00edle\u017eitost\u00ed ke zv\u00fd\u0161en\u00ed CTR.<\/p>\n

Jednou z nev\u00fdhod tohoto p\u0159\u00edstupu je p\u0159et\u00ed\u017een\u00ed v\u00fdb\u011bru. Jin\u00fdmi slovy: spot\u0159ebitel\u00e9 se obt\u00ed\u017en\u011b rozhoduj\u00ed, proto\u017ee maj\u00ed na v\u00fdb\u011br z p\u0159\u00edli\u0161 mnoha mo\u017enost\u00ed.<\/p>\n

S ohledem na to zva\u017ete testov\u00e1n\u00ed jedin\u00e9ho CTA. Pokud je po\u017eadovan\u00e1 akce pouze jedna, m\u016f\u017eete zv\u00fd\u0161it CTOR.<\/p>\n

<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Od doby, kdy se e-mailov\u00fd marketing stal v 90. letech 20. stolet\u00ed legitimn\u00edm marketingov\u00fdm kan\u00e1lem, m\u011b\u0159\u00ed e-mailov\u00ed market\u00e9\u0159i sv\u00e9 v\u00fdsledky podle dvou ukazatel\u016f: m\u00edry otev\u0159en\u00ed a m\u00edry proklik\u016f.<\/p>","protected":false},"author":239642484,"featured_media":7077,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1414],"class_list":["post-6876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\n\u00bfHa muerto el CTR? 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Por qu\u00e9 los profesionales del email marketing prefieren el CTOR - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Desde que el email marketing se convirti\u00f3 en un canal de marketing leg\u00edtimo en la d\u00e9cada de 1990, los profesionales del email marketing han medido sus resultados en funci\u00f3n de dos par\u00e1metros: la tasa de apertura y la tasa de clics.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/masterbase.com\/cs\/ctr-je-mrtvy-protoze-e-mailovi-marketeri-davaji-prednost-ctoru\/masterbase\/\" \/>\n<meta property=\"og:site_name\" content=\"MasterBase\u00ae\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-09T18:43:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-09T21:54:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/22.jpg?fit=5429%2C3053&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"5429\" \/>\n\t<meta property=\"og:image:height\" content=\"3053\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alejandro Dur\u00e1n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alejandro Dur\u00e1n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/masterbase.com\\\/zh\\\/ctr%e5%b7%b2%e6%ad%bb%ef%bc%8c%e5%9b%a0%e4%b8%ba%e7%94%b5%e5%ad%90%e9%82%ae%e4%bb%b6%e8%90%a5%e9%94%80%e4%ba%ba%e5%91%98%e6%9b%b4%e5%96%9c%e6%ac%a2ctor\\\/%e4%b8%bb%e5%9f%ba%e5%9c%b0\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/masterbase.com\\\/zh\\\/ctr%e5%b7%b2%e6%ad%bb%ef%bc%8c%e5%9b%a0%e4%b8%ba%e7%94%b5%e5%ad%90%e9%82%ae%e4%bb%b6%e8%90%a5%e9%94%80%e4%ba%ba%e5%91%98%e6%9b%b4%e5%96%9c%e6%ac%a2ctor\\\/%e4%b8%bb%e5%9f%ba%e5%9c%b0\\\/\"},\"author\":{\"name\":\"Alejandro Dur\u00e1n\",\"@id\":\"https:\\\/\\\/masterbase.com\\\/es\\\/#\\\/schema\\\/person\\\/3d21ff79b63b95ca967e019b4c633701\"},\"headline\":\"\u00bfHa muerto el CTR? 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