{"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":"ha-muerto-el-ctr-por-que-los-profesionales-del-email-marketing-prefieren-el-ctor","status":"publish","type":"post","link":"https:\/\/masterbase.com\/es\/ha-muerto-el-ctr-por-que-los-profesionales-del-email-marketing-prefieren-el-ctor\/masterbase\/","title":{"rendered":"\u00bfHa muerto el CTR? Por qu\u00e9 los profesionales del email marketing prefieren el CTOR"},"content":{"rendered":"

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.<\/p>\n

La tasa de apertura mide el porcentaje de destinatarios que abrieron el email, lo que ayuda a calibrar el rendimiento de la l\u00ednea de asunto y la vista previa. La tasa de clics (CTR) mide el porcentaje de destinatarios que hicieron clic en los enlaces de su email frente al n\u00famero total de suscriptores que recibieron el email.<\/p>\n

Esto significa que una baja tasa de apertura puede diluir tu tasa de clics, incluso si un gran porcentaje de los destinatarios que abrieron tu email hicieron clic a trav\u00e9s de tu sitio web. Teniendo esto en cuenta, el porcentaje de clics puede no ser el mejor indicador de compromiso.<\/p>\n

Entonces, \u00bfc\u00f3mo medir con precisi\u00f3n los verdaderos niveles de compromiso de tus campa\u00f1as de email? Con el \u00edndice de clics por apertura o CTOR.<\/p>\n

\u00bfQu\u00e9 es el porcentaje de clics de apertura (CTOR)?<\/h2>\n

La tasa de clics de apertura (CTOR) mide el porcentaje de destinatarios \u00fanicos que han hecho clic en un enlace despu\u00e9s de abrir el email. La mayor\u00eda de los profesionales del email marketing prefieren medir la participaci\u00f3n en funci\u00f3n del CTOR porque esta m\u00e9trica solo tiene en cuenta a los destinatarios que abrieron y leyeron sus emails.<\/p>\n

C\u00f3mo calcular el CTOR<\/h2>\n

Para calcular la tasa de clics por apertura, la f\u00f3rmula es sencilla: Empieza dividiendo el n\u00famero de clics \u00fanicos por el n\u00famero de aperturas \u00fanicas. A continuaci\u00f3n, multiplica esa cifra por 100. La respuesta es tu CTOR.<\/p>\n

Pongamos un ejemplo: Env\u00edas un email a 5.000 suscriptores. 80 suscriptores abren el email y hay un total de 40 clics. As\u00ed es como se calcula el CTOR: (40\/80) x 100 = 50%. Esto significar\u00eda que su CTOR es muy alto, con la mayor\u00eda de los suscriptores que abrieron el email haciendo clic en los enlaces.<\/p>\n

Al utilizar esta f\u00f3rmula, es importante contar s\u00f3lo las aperturas y clics \u00fanicos. Por ejemplo, si uno de sus suscriptores abre tu email por la ma\u00f1ana y hace clic en un enlace, y, m\u00e1s tarde, por la noche, vuelve al email y hace clic de nuevo. No deseas que ese suscriptor sea contado dos veces, ya que eso alterar\u00eda el an\u00e1lisis. Por eso el CTOR s\u00f3lo debe contabilizar las aperturas y clics \u00fanicos.<\/p>\n

C\u00f3mo mejorar tu CTOR<\/h2>\n

Tanto si llevas tiempo haciendo un seguimiento de tu CTOR como si reci\u00e9n comienzas a hacerlo, siempre habr\u00e1 un margen de mejora. He aqu\u00ed algunos pasos que puedes dar para mejorar tu CTOR:<\/p>\n

1. Utiliza botones CTA<\/h2>\n

Un buen email tiene unos cuantos elementos: un texto atractivo, im\u00e1genes atractivas y llamados a la acci\u00f3n convincentes. Y en un email lleno de texto, los botones de CTA llaman mucho la atenci\u00f3n.<\/p>\n

Puedes utilizar CTA basados en texto, como “Haga clic aqu\u00ed para obtener m\u00e1s informaci\u00f3n”. Sin embargo, algunos informes de datos sugieren que los botones pueden aumentar el porcentaje de clics.<\/p>\n

Importante es colocar tu CTA despu\u00e9s de presentar la oferta, no antes. Por \u00faltimo, debe ser lo suficientemente prominente como para destacar, pero no tan grande como para obstaculizar la experiencia general del usuario.<\/p>\n

2. Reeval\u00faa tus ofertas<\/h2>\n

Una de las razones por las que tu tasa de clics por apertura puede ser baja es porque tus ofertas no se alinean con los intereses de tu audiencia. Es posible que los suscriptores abran el mensaje, pero, al desplazarse, ninguno de los enlaces les resulte atractivo.<\/p>\n

Recomendamos aqu\u00ed segmentar tu lista de emails: as\u00ed te asegurar\u00e1s de enviar emails que realmente interesen a tus suscriptores.<\/p>\n

3. Mejor un s\u00f3lo CTA<\/h2>\n

Hay algunas t\u00e1cticas que puedes utilizar cuando se trata de CTA de email. Algunas marcas prefieren emplear varios CTA en sus emails, dejando que los suscriptores hagan clic en el que les parezca m\u00e1s interesante. Esto se ve a menudo en los emails de ofertas comerciales. La idea es que m\u00e1s CTA equivalen a m\u00e1s oportunidades de aumentar el CTR.<\/p>\n

Un inconveniente de este enfoque es la sobrecarga de opciones. En otras palabras: los consumidores tienen dificultades para tomar una decisi\u00f3n porque se enfrentan a demasiadas opciones.<\/p>\n

Teniendo esto en cuenta, considera la posibilidad de probar una \u00fanica CTA. Si s\u00f3lo hay una acci\u00f3n deseada, puedes aumentar tu CTOR.<\/p>\n

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

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.<\/p>\n","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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