{"id":6554,"date":"2025-12-09T21:43:00","date_gmt":"2025-12-09T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6554"},"modified":"2025-12-11T16:45:17","modified_gmt":"2025-12-11T14:45:17","slug":"dlaczego-nikt-nie-klika-w-wiadomosci-wysylane-e-mailem","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pl\/por-que-nadie-hace-clic-en-los-mensajes-que-envias-por-email\/masterbase\/","title":{"rendered":"Dlaczego nikt nie klika w wiadomo\u015bci wysy\u0142ane poczt\u0105 elektroniczn\u0105?"},"content":{"rendered":"<p style=\"text-align: justify;\">Marketerzy musz\u0105 nie tylko zach\u0119ca\u0107 klient\u00f3w do otwierania i czytania ich wiadomo\u015bci. Potrzebuj\u0105 klient\u00f3w do interakcji z ich mark\u0105.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">W\u0142a\u015bnie dlatego wsp\u00f3\u0142czynnik klikalno\u015bci w mailingach jest tak wa\u017cny, poniewa\u017c odzwierciedla on, jak dobrze jeste\u015b w stanie zaanga\u017cowa\u0107 swoich klient\u00f3w.<\/p>\n<p style=\"text-align: justify;\">Wsp\u00f3\u0142czynnik klikalno\u015bci mo\u017ce by\u0107 bardzo niski. Ale nie zniech\u0119caj si\u0119, istnieje wiele powod\u00f3w, dla kt\u00f3rych czytelnik mo\u017ce nie klikn\u0105\u0107 linku w Twojej wiadomo\u015bci:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Tre\u015b\u0107 nie jest istotna.<\/li>\n<li>Kopia jest bezosobowa.<\/li>\n<li>CTA (wezwanie do dzia\u0142ania) jest trudne do znalezienia lub jest ich zbyt wiele.<\/li>\n<li>Oferta nie jest atrakcyjna dla odbiorcy wiadomo\u015bci.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Aby lepiej zrozumie\u0107 ten temat, warto przyjrze\u0107 si\u0119 bli\u017cej tej koncepcji i wyja\u015bni\u0107, czym r\u00f3\u017cni si\u0119 ona od wska\u017anika otwarcia.<\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Co to jest wsp\u00f3\u0142czynnik klikalno\u015bci?<\/strong><\/h2>\n<p style=\"text-align: justify;\">Wsp\u00f3\u0142czynnik klikalno\u015bci wiadomo\u015bci jest obliczany na podstawie liczby u\u017cytkownik\u00f3w, kt\u00f3rym wys\u0142ano wiadomo\u015b\u0107 z linkiem do wezwania do dzia\u0142ania i mierzy, ilu z nich faktycznie klikn\u0119\u0142o w link.<\/p>\n<p style=\"text-align: justify;\">Mo\u017cliwe jest r\u00f3wnie\u017c zmierzenie wsp\u00f3\u0142czynnika klikalno\u015bci (CTOR), kt\u00f3ry jest wsp\u00f3\u0142czynnikiem, poniewa\u017c wyra\u017ca, jaki procent ca\u0142kowitej liczby os\u00f3b, kt\u00f3re otworzy\u0142y Twoj\u0105 wiadomo\u015b\u0107, klikn\u0105\u0142 wezwanie do dzia\u0142ania. W zwi\u0105zku z tym wska\u017anik otwar\u0107 b\u0119dzie z konieczno\u015bci wy\u017cszy ni\u017c wska\u017anik klikalno\u015bci, poniewa\u017c osoby, kt\u00f3re otworzy\u0142y wiadomo\u015b\u0107, wykona\u0142y pierwszy krok, a niekt\u00f3re z nich wykonaj\u0105 drugi krok: klikni\u0119cie w link.<\/p>\n<p style=\"text-align: justify;\">M\u00f3wi\u0105c pro\u015bciej, wska\u017anik otwar\u0107 pokazuje tylko liczb\u0119 os\u00f3b, kt\u00f3re otworzy\u0142y wiadomo\u015b\u0107.<\/p>\n<p style=\"text-align: justify;\">Oznacza to, \u017ce wsp\u00f3\u0142czynnik otwar\u0107 jest zwykle traktowany jako ocena tematu wiadomo\u015bci, jej personalizacji, czyszczenia danych i popularno\u015bci marki. Z kolei wsp\u00f3\u0142czynnik klikalno\u015bci pokazuje, czy czytelnicy uwa\u017caj\u0105 Twoje tre\u015bci i oferty za przydatne i istotne.<\/p>\n<p style=\"text-align: justify;\">Podczas gdy wsp\u00f3\u0142czynnik otwar\u0107 mierzy, ile os\u00f3b uwa\u017ca, \u017ce warto zwr\u00f3ci\u0107 uwag\u0119 na Twoj\u0105 wiadomo\u015b\u0107, wsp\u00f3\u0142czynnik klikalno\u015bci pokazuje, \u017ce uda\u0142o Ci si\u0119 sk\u0142oni\u0107 ludzi do podj\u0119cia dzia\u0142ania.<\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Jaki by\u0142by dobry wsp\u00f3\u0142czynnik klikalno\u015bci?<\/strong><\/h2>\n<p style=\"text-align: justify;\">Wed\u0142ug bada\u0144 z r\u00f3\u017cnych \u017ar\u00f3de\u0142, wsp\u00f3\u0142czynniki klikalno\u015bci w ukierunkowanych lub masowych wiadomo\u015bciach promocyjnych wynosz\u0105 \u015brednio 2,5%. W niekt\u00f3rych bran\u017cach, takich jak hobbystyczna, medialna i rz\u0105dowa, wsp\u00f3\u0142czynniki klikalno\u015bci si\u0119gaj\u0105 nawet 4,5%.<\/p>\n<p style=\"text-align: justify;\">To powiedziawszy, wa\u017cne jest, aby por\u00f3wnywa\u0107 w\u0142asne wyniki, a nie wyniki innych w danej dziedzinie.<\/p>\n<p style=\"text-align: justify;\">Bior\u0105c pod uwag\u0119, \u017ce konsumenci codziennie otrzymuj\u0105 w swoich skrzynkach odbiorczych wiele wiadomo\u015bci i reklam z dziesi\u0105tek innych medi\u00f3w, przyci\u0105gni\u0119cie ich uwagi ma kluczowe znaczenie.<\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Jak poprawi\u0107 wsp\u00f3\u0142czynnik klikalno\u015bci<\/strong><\/h2>\n<p style=\"text-align: justify;\">Je\u015bli Twoi klienci nie otwieraj\u0105 Twoich wiadomo\u015bci, to dlatego, \u017ce ich nie obchodz\u0105. To bardzo proste i nieskomplikowane.<\/p>\n<p style=\"text-align: justify;\">Oznacza to, \u017ce nie spodoba\u0142a im si\u0119 oferta, kt\u00f3r\u0105 im wys\u0142a\u0142e\u015b, \u017ce nie uznali tre\u015bci za odpowiedni\u0105, \u017ce natkn\u0119li si\u0119 na bezosobow\u0105 wiadomo\u015b\u0107 lub co\u015b, co uznali za spam.<\/p>\n<p style=\"text-align: justify;\">Jak wi\u0119c odwr\u00f3ci\u0107 ten niekorzystny scenariusz?<\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">a) Segmentacja <\/strong><\/p>\n<p style=\"text-align: justify;\">Dobrze zarz\u0105dzaj baz\u0105 danych klient\u00f3w, aby grupowa\u0107 kontakty o podobnych atrybutach. Segmentuj\u0105c swoj\u0105 baz\u0119 kontakt\u00f3w, mo\u017cesz wysy\u0142a\u0107 odpowiednie tre\u015bci do tych mniejszych grup, kt\u00f3re w sumie b\u0119d\u0105 dla nich interesuj\u0105ce.<\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">b) Personalizacja tre\u015bci<\/strong><\/p>\n<p style=\"text-align: justify;\">Nikogo nie przyci\u0105gaj\u0105 nieistotne oferty, nawet od ulubionej marki. W dobie marketingu opartego na ludziach klienci oczekuj\u0105, \u017ce tre\u015bci b\u0119d\u0105 dostosowane do ich potrzeb i pragnie\u0144. Dlatego konieczne jest wykorzystanie danych i uzupe\u0142nienie ich danymi demograficznymi innych firm, aby lepiej zrozumie\u0107 klient\u00f3w i wysy\u0142a\u0107 im spersonalizowane tre\u015bci i rekomendacje.<\/p>\n<p><strong style=\"font-weight: bold;\">c) Poprawa wezwania do dzia\u0142ania<\/strong><\/p>\n<p style=\"text-align: justify;\">Upewnij si\u0119, \u017ce wezwanie do dzia\u0142ania (CTA) jest jasne, aby klienci dok\u0142adnie wiedzieli, o co s\u0105 proszeni. Mo\u017cesz te\u017c rozwa\u017cy\u0107 dodanie wi\u0119kszej liczby link\u00f3w, aby da\u0107 klientom wi\u0119cej mo\u017cliwo\u015bci klikni\u0119cia.<\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">(d) odrzucanie nieistotnych tre\u015bci<\/strong><\/p>\n<p style=\"text-align: justify;\">Upewnij si\u0119, \u017ce tre\u015b\u0107 wiadomo\u015bci zawiera tylko niezb\u0119dne elementy, zastosuj kreatywno\u015b\u0107 w tek\u015bcie i obrazie oraz pomi\u0144 wszystko, co jest zb\u0119dne. Upewnij si\u0119, \u017ce Twoja wiadomo\u015b\u0107 ma jasny cel i \u017ce wszystkie elementy prowadz\u0105 klient\u00f3w do klikni\u0119cia wezwania do dzia\u0142ania.<\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">e) Odzyskanie klient\u00f3w<\/strong><\/p>\n<p style=\"text-align: justify;\">Twoi zwolennicy odpadn\u0105, a Twoja lista ulegnie erozji. To w\u0142a\u015bnie w tym momencie powiniene\u015b zwr\u00f3ci\u0107 si\u0119 do kampanii bounce-back. Zmotywuj klient\u00f3w do powrotu (i klikania w wiadomo\u015bci) za pomoc\u0105 atrakcyjnej oferty.<\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">f) Wyci\u0105ganie wniosk\u00f3w z wcze\u015bniejszych do\u015bwiadcze\u0144<\/strong><\/p>\n<p style=\"text-align: justify;\">Ka\u017cda wys\u0142ana wiadomo\u015b\u0107 jest okazj\u0105 do nauki, a nie tylko do komunikowania si\u0119 i osi\u0105gania konwersji. Przegl\u0105daj wska\u017aniki i wyci\u0105gaj wnioski, ustalaj, co zadzia\u0142a\u0142o, a co nie, z kim i kiedy. To do\u015bwiadczenie jest nauk\u0105, kt\u00f3ra poprawi wsp\u00f3\u0142czynnik klikalno\u015bci.<\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">g) Testowanie, testowanie, testowanie i... testowanie<\/strong><\/p>\n<p style=\"text-align: justify;\">Wysy\u0142anie wiadomo\u015bci, trzymanie kciuk\u00f3w i modlitwa to ju\u017c przesz\u0142o\u015b\u0107. Po co to robi\u0107, je\u015bli mo\u017cna najpierw wys\u0142a\u0107 dwie wersje wiadomo\u015bci do dw\u00f3ch ma\u0142ych segment\u00f3w ca\u0142ej bazy i oceni\u0107, kt\u00f3ra z nich uzyska\u0142a lepszy wynik, aby wys\u0142a\u0107 j\u0105 do reszty bazy.<\/p>\n<p style=\"text-align: justify;\">Niski wsp\u00f3\u0142czynnik klikalno\u015bci mo\u017ce by\u0107 frustruj\u0105cy. Na szcz\u0119\u015bcie przy u\u017cyciu odpowiednich technik i w\u0142a\u015bciwych danych mo\u017cna je odwr\u00f3ci\u0107.<\/p>","protected":false},"excerpt":{"rendered":"<p>Marketerzy musz\u0105 nie tylko zach\u0119ca\u0107 klient\u00f3w do otwierania i czytania ich wiadomo\u015bci. Potrzebuj\u0105 klient\u00f3w do interakcji z ich mark\u0105.<\/p>","protected":false},"author":239642484,"featured_media":7762,"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,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","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-6554","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfPor qu\u00e9 nadie hace clic en los mensajes que env\u00edas por email? - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/pl\/dlaczego-nikt-nie-klika-w-wiadomosci-wysylane-e-mailem\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfPor qu\u00e9 nadie hace clic en los mensajes que env\u00edas por email? - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Los especialistas en marketing no s\u00f3lo tienen el desaf\u00edo de conseguir que los clientes abran y lean sus mensajes. 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