{"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":"o-ctr-esta-morto-porque-os-profissionais-de-marketing-por-correio-eletronico-preferem-o-ctor","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pt\/ha-muerto-el-ctr-por-que-los-profesionales-del-email-marketing-prefieren-el-ctor\/masterbase\/","title":{"rendered":"A CTR est\u00e1 morta? Porque \u00e9 que os profissionais de marketing por correio eletr\u00f3nico preferem o CTOR"},"content":{"rendered":"

Desde que o marketing por correio eletr\u00f3nico se tornou um canal de marketing leg\u00edtimo na d\u00e9cada de 1990, os profissionais de marketing por correio eletr\u00f3nico mediram os seus resultados atrav\u00e9s de duas m\u00e9tricas: taxa de abertura e taxa de cliques.<\/p>\n

A taxa de abertura mede a percentagem de destinat\u00e1rios que abriram a mensagem de correio eletr\u00f3nico, o que ajuda a avaliar o desempenho da linha de assunto e da pr\u00e9-visualiza\u00e7\u00e3o. A taxa de cliques (CTR) mede a percentagem de destinat\u00e1rios que clicaram nas hiperliga\u00e7\u00f5es do seu e-mail em rela\u00e7\u00e3o ao n\u00famero total de subscritores que receberam o e-mail.<\/p>\n

Isto significa que uma taxa de abertura baixa pode diluir a sua taxa de cliques, mesmo que uma grande percentagem dos destinat\u00e1rios que abriram o seu e-mail tenham clicado no seu s\u00edtio Web. Tendo isto em mente, a taxa de cliques pode n\u00e3o ser o melhor indicador de envolvimento.<\/p>\n

Ent\u00e3o, como \u00e9 que mede com precis\u00e3o os verdadeiros n\u00edveis de envolvimento das suas campanhas de correio eletr\u00f3nico? Com a taxa de cliques para abrir ou CTOR.<\/p>\n

O que \u00e9 a taxa de cliques para abertura (CTOR)?<\/h2>\n

A taxa de cliques para abertura (CTOR) mede a percentagem de destinat\u00e1rios \u00fanicos que clicaram numa hiperliga\u00e7\u00e3o depois de abrirem o e-mail. A maioria dos profissionais de marketing por correio eletr\u00f3nico prefere medir o envolvimento pela CTOR porque esta m\u00e9trica apenas tem em conta os destinat\u00e1rios que abriram e leram os seus e-mails.<\/p>\n

Como calcular o CTOR<\/h2>\n

Para calcular a taxa de cliques por abertura, a f\u00f3rmula \u00e9 simples: comece por dividir o n\u00famero de cliques \u00fanicos pelo n\u00famero de aberturas \u00fanicas. Em seguida, multiplique esse valor por 100. A resposta \u00e9 a sua CTOR.<\/p>\n

Vejamos um exemplo: envia uma mensagem de correio eletr\u00f3nico para 5.000 subscritores. 80 subscritores abrem o e-mail e h\u00e1 um total de 40 cliques. \u00c9 assim que se calcula o CTOR: (40\/80) x 100 = 50%. Isto significa que o seu CTOR \u00e9 muito elevado, com a maioria dos subscritores que abriram o e-mail a clicar nas hiperliga\u00e7\u00f5es.<\/p>\n

Ao utilizar esta f\u00f3rmula, \u00e9 importante contar apenas as aberturas e os cliques \u00fanicos. Por exemplo, se um dos seus subscritores abrir o seu e-mail de manh\u00e3 e clicar numa hiperliga\u00e7\u00e3o e, mais tarde, \u00e0 noite, voltar ao e-mail e clicar novamente. N\u00e3o quer que esse assinante seja contado duas vezes, pois isso alteraria a an\u00e1lise. \u00c9 por isso que o CTOR s\u00f3 deve contar as aberturas e os cliques \u00fanicos.<\/p>\n

Como melhorar o seu CTOR<\/h2>\n

Quer esteja a monitorizar o seu CTOR h\u00e1 muito tempo ou esteja apenas a come\u00e7ar a faz\u00ea-lo, h\u00e1 sempre espa\u00e7o para melhorias. Eis alguns passos que pode dar para melhorar o seu CTOR:<\/p>\n

1) Utilizar bot\u00f5es CTA<\/h2>\n

Um bom e-mail tem alguns elementos: texto atraente, imagens atractivas e apelos \u00e0 a\u00e7\u00e3o convincentes. E num e-mail com muito texto, os bot\u00f5es de CTA chamam muito a aten\u00e7\u00e3o.<\/p>\n

Pode utilizar CTAs baseadas em texto, como \"Clique aqui para obter mais informa\u00e7\u00f5es\". No entanto, alguns relat\u00f3rios de dados sugerem que os bot\u00f5es podem aumentar as taxas de cliques.<\/p>\n

\u00c9 importante colocar a sua CTA depois de apresentar a oferta, e n\u00e3o antes. Por \u00faltimo, deve ser suficientemente proeminente para se destacar, mas n\u00e3o t\u00e3o grande que prejudique a experi\u00eancia geral do utilizador.<\/p>\n

2) Reavaliar as suas ofertas<\/h2>\n

Uma das raz\u00f5es pelas quais a sua taxa de cliques para abrir pode ser baixa \u00e9 o facto de as suas ofertas n\u00e3o estarem alinhadas com os interesses do seu p\u00fablico. Os subscritores podem abrir a mensagem, mas quando descem a p\u00e1gina, nenhum dos links \u00e9 apelativo para eles.<\/p>\n

Recomendamos a segmenta\u00e7\u00e3o da sua lista de correio eletr\u00f3nico: desta forma, garante o envio de mensagens que realmente interessam aos seus subscritores.<\/p>\n

3. melhor um \u00fanico CTA<\/h2>\n

Existem algumas t\u00e1cticas que pode utilizar quando se trata de CTAs de e-mail. Algumas marcas preferem utilizar v\u00e1rias CTAs nos seus e-mails, permitindo que os subscritores cliquem na que considerarem mais interessante. Isto \u00e9 frequentemente visto em e-mails de ofertas comerciais. A ideia \u00e9 que mais CTAs equivalem a mais oportunidades de aumentar a CTR.<\/p>\n

Um dos inconvenientes desta abordagem \u00e9 a sobrecarga de escolha. Por outras palavras: os consumidores t\u00eam dificuldade em tomar uma decis\u00e3o porque s\u00e3o confrontados com demasiadas escolhas.<\/p>\n

Tendo isto em mente, considere testar uma \u00fanica CTA. Se houver apenas uma a\u00e7\u00e3o desejada, pode aumentar o seu CTOR.<\/p>\n

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

Desde que o marketing por correio eletr\u00f3nico se tornou um canal de marketing leg\u00edtimo na d\u00e9cada de 1990, os profissionais de marketing por correio eletr\u00f3nico mediram os seus resultados atrav\u00e9s de duas m\u00e9tricas: taxa de abertura e taxa de cliques.<\/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_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_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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