{"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-jest-martwy-dlaczego-marketerzy-preferuja-ctor","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pl\/ha-muerto-el-ctr-por-que-los-profesionales-del-email-marketing-prefieren-el-ctor\/masterbase\/","title":{"rendered":"Czy CTR jest martwy? Dlaczego marketerzy preferuj\u0105 CTOR"},"content":{"rendered":"

Odk\u0105d marketing e-mailowy sta\u0142 si\u0119 legalnym kana\u0142em marketingowym w latach 90-tych, marketerzy e-mailowi mierzyli swoje wyniki za pomoc\u0105 dw\u00f3ch wska\u017anik\u00f3w: wsp\u00f3\u0142czynnika otwar\u0107 i wsp\u00f3\u0142czynnika klikalno\u015bci.<\/p>\n

Wska\u017anik otwar\u0107 mierzy odsetek odbiorc\u00f3w, kt\u00f3rzy otworzyli wiadomo\u015b\u0107 e-mail, co pomaga oceni\u0107 skuteczno\u015b\u0107 tematu i podgl\u0105du. Wsp\u00f3\u0142czynnik klikalno\u015bci (CTR) mierzy odsetek odbiorc\u00f3w, kt\u00f3rzy klikn\u0119li linki w wiadomo\u015bci e-mail w stosunku do ca\u0142kowitej liczby subskrybent\u00f3w, kt\u00f3rzy otrzymali wiadomo\u015b\u0107 e-mail.<\/p>\n

Oznacza to, \u017ce niski wsp\u00f3\u0142czynnik otwar\u0107 mo\u017ce os\u0142abi\u0107 wsp\u00f3\u0142czynnik klikalno\u015bci, nawet je\u015bli du\u017cy odsetek odbiorc\u00f3w, kt\u00f3rzy otworzyli wiadomo\u015b\u0107 e-mail, klikn\u0105\u0142 na Twoj\u0105 stron\u0119 internetow\u0105. Maj\u0105c to na uwadze, wsp\u00f3\u0142czynnik klikalno\u015bci mo\u017ce nie by\u0107 najlepszym wska\u017anikiem zaanga\u017cowania.<\/p>\n

Jak wi\u0119c dok\u0142adnie zmierzy\u0107 rzeczywisty poziom zaanga\u017cowania w kampanie e-mailowe? Za pomoc\u0105 wsp\u00f3\u0142czynnika klikni\u0119\u0107 do otwar\u0107 (CTOR).<\/p>\n

Co to jest wsp\u00f3\u0142czynnik klikni\u0119\u0107 do otwar\u0107 (CTOR)?<\/h2>\n

Wska\u017anik klikni\u0119\u0107 do otwar\u0107 (CTOR) mierzy procent unikalnych odbiorc\u00f3w, kt\u00f3rzy klikn\u0119li link po otwarciu wiadomo\u015bci e-mail. Wi\u0119kszo\u015b\u0107 marketer\u00f3w e-mailowych woli mierzy\u0107 zaanga\u017cowanie za pomoc\u0105 CTOR, poniewa\u017c wska\u017anik ten uwzgl\u0119dnia tylko odbiorc\u00f3w, kt\u00f3rzy otworzyli i przeczytali ich e-maile.<\/p>\n

Jak obliczy\u0107 CTOR<\/h2>\n

Aby obliczy\u0107 wsp\u00f3\u0142czynnik klikalno\u015bci na otwarcie, wz\u00f3r jest prosty: zacznij od podzielenia liczby unikalnych klikni\u0119\u0107 przez liczb\u0119 unikalnych otwar\u0107. Nast\u0119pnie pomn\u00f3\u017c t\u0119 liczb\u0119 przez 100. Odpowied\u017a to tw\u00f3j CTOR.<\/p>\n

We\u017amy przyk\u0142ad: wysy\u0142asz wiadomo\u015b\u0107 e-mail do 5000 subskrybent\u00f3w. 80 subskrybent\u00f3w otworzy\u0142o wiadomo\u015b\u0107, a \u0142\u0105czna liczba klikni\u0119\u0107 wynios\u0142a 40. W ten spos\u00f3b obliczany jest CTOR: (40\/80) x 100 = 50%. Oznacza\u0142oby to, \u017ce CTOR jest bardzo wysoki, poniewa\u017c wi\u0119kszo\u015b\u0107 subskrybent\u00f3w, kt\u00f3rzy otworzyli wiadomo\u015b\u0107, klikn\u0119\u0142a w linki.<\/p>\n

Podczas korzystania z tej formu\u0142y wa\u017cne jest, aby liczy\u0107 tylko unikalne otwarcia i klikni\u0119cia. Na przyk\u0142ad, je\u015bli jeden z subskrybent\u00f3w otworzy wiadomo\u015b\u0107 e-mail rano i kliknie link, a p\u00f3\u017aniej wieczorem wr\u00f3ci do wiadomo\u015bci i kliknie ponownie. Nie chcesz, aby ten subskrybent by\u0142 liczony dwukrotnie, poniewa\u017c zmieni\u0142oby to analiz\u0119. W\u0142a\u015bnie dlatego CTOR powinien liczy\u0107 tylko unikalne otwarcia i klikni\u0119cia.<\/p>\n

Jak ulepszy\u0107 CTOR<\/h2>\n

Niezale\u017cnie od tego, czy monitorujesz sw\u00f3j CTOR od d\u0142u\u017cszego czasu, czy dopiero zaczynasz to robi\u0107, zawsze jest miejsce na popraw\u0119. Oto kilka krok\u00f3w, kt\u00f3re mo\u017cesz podj\u0105\u0107, aby poprawi\u0107 sw\u00f3j CTOR:<\/p>\n

1. u\u017cywaj przycisk\u00f3w CTA<\/h2>\n

Dobra wiadomo\u015b\u0107 e-mail sk\u0142ada si\u0119 z kilku element\u00f3w: atrakcyjnego tekstu, atrakcyjnych obraz\u00f3w i atrakcyjnych wezwa\u0144 do dzia\u0142ania. W przypadku wiadomo\u015bci e-mail zawieraj\u0105cych du\u017co tekstu, przyciski CTA przyci\u0105gaj\u0105 du\u017c\u0105 uwag\u0119.<\/p>\n

Mo\u017cesz u\u017cy\u0107 tekstowych wezwa\u0144 do dzia\u0142ania, takich jak \"Kliknij tutaj, aby uzyska\u0107 wi\u0119cej informacji\". Jednak niekt\u00f3re raporty danych sugeruj\u0105, \u017ce przyciski mog\u0105 zwi\u0119kszy\u0107 wsp\u00f3\u0142czynnik klikalno\u015bci.<\/p>\n

Wa\u017cne jest, aby umie\u015bci\u0107 wezwanie do dzia\u0142ania po przedstawieniu oferty, a nie przed ni\u0105. Wreszcie, powinno by\u0107 wystarczaj\u0105co widoczne, aby si\u0119 wyr\u00f3\u017cnia\u0107, ale nie tak du\u017ce, aby utrudnia\u0107 og\u00f3lne wra\u017cenia u\u017cytkownika.<\/p>\n

2. ponownie oceni\u0107 swoje oferty<\/h2>\n

Jednym z powod\u00f3w, dla kt\u00f3rych wsp\u00f3\u0142czynnik klikni\u0119\u0107 do otwar\u0107 mo\u017ce by\u0107 niski, jest to, \u017ce oferty nie s\u0105 zgodne z zainteresowaniami odbiorc\u00f3w. Subskrybenci mog\u0105 otworzy\u0107 wiadomo\u015b\u0107, ale gdy przewin\u0105 j\u0105 w d\u00f3\u0142, \u017caden z link\u00f3w im si\u0119 nie spodoba.<\/p>\n

Zalecamy tutaj segmentacj\u0119 listy e-mailowej: zapewni to wysy\u0142anie wiadomo\u015bci e-mail, kt\u00f3re naprawd\u0119 interesuj\u0105 subskrybent\u00f3w.<\/p>\n

3) Lepsze pojedyncze wezwanie do dzia\u0142ania<\/h2>\n

Istnieje kilka taktyk, kt\u00f3rych mo\u017cna u\u017cy\u0107, je\u015bli chodzi o wezwania do dzia\u0142ania w wiadomo\u015bciach e-mail. Niekt\u00f3re marki wol\u0105 stosowa\u0107 wiele wezwa\u0144 do dzia\u0142ania w swoich wiadomo\u015bciach e-mail, pozwalaj\u0105c subskrybentom klikn\u0105\u0107 ten, kt\u00f3ry uwa\u017caj\u0105 za najbardziej interesuj\u0105cy. Jest to cz\u0119sto spotykane w e-mailach z ofertami handlowymi. Chodzi o to, \u017ce wi\u0119cej wezwa\u0144 do dzia\u0142ania oznacza wi\u0119cej mo\u017cliwo\u015bci zwi\u0119kszenia CTR.<\/p>\n

Jedn\u0105 z wad tego podej\u015bcia jest przeci\u0105\u017cenie wyborem. Innymi s\u0142owy: konsumentom trudno jest podj\u0105\u0107 decyzj\u0119, poniewa\u017c maj\u0105 do wyboru zbyt wiele opcji.<\/p>\n

Maj\u0105c to na uwadze, rozwa\u017c przetestowanie pojedynczego wezwania do dzia\u0142ania. Je\u015bli jest tylko jedno po\u017c\u0105dane dzia\u0142anie, mo\u017cesz zwi\u0119kszy\u0107 sw\u00f3j CTOR.<\/p>\n

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

Odk\u0105d marketing e-mailowy sta\u0142 si\u0119 legalnym kana\u0142em marketingowym w latach 90-tych, marketerzy e-mailowi mierzyli swoje wyniki za pomoc\u0105 dw\u00f3ch wska\u017anik\u00f3w: wsp\u00f3\u0142czynnika otwar\u0107 i wsp\u00f3\u0142czynnika klikalno\u015bci.<\/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\/pl\/ctr-jest-martwy-dlaczego-marketerzy-preferuja-ctor\/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=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alejandro Dur\u00e1n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\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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