{"id":95384,"date":"2026-09-25T14:39:00","date_gmt":"2026-09-25T14:39:00","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/ctor\/"},"modified":"2026-10-19T13:11:16","modified_gmt":"2026-10-19T13:11:16","slug":"ctor","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/pt\/glossario\/ctor\/","title":{"rendered":"CTOR"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O <strong>CTOR<\/strong> (click-to-open rate, ou taxa de cliques sobre aberturas) \u00e9 a porcentagem de pessoas que clicam em um link do seu email depois de abri-lo. Mede se o conte\u00fado do email convence quem j\u00e1 o abriu.<\/p>\n\n<p class=\"wp-block-paragraph\">Ele se diferencia do <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/ctr-click-through-rate\/\">CTR<\/a> pela base do c\u00e1lculo. O CTR divide os cliques pelo total de emails entregues. O CTOR divide os cliques apenas pelos emails abertos.<\/p>\n\n<h2 class=\"wp-block-heading\">Como o CTOR \u00e9 calculado?<\/h2>\n\n<p class=\"wp-block-paragraph\">A f\u00f3rmula \u00e9:<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>CTOR = (cliques \u00fanicos \/ aberturas \u00fanicas) \u00d7 100<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Por exemplo, voc\u00ea envia uma newsletter que \u00e9 entregue a 9.700 pessoas. Dessas pessoas, 2.425 abrem a newsletter e 388 clicam em algum link:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>CTOR = 388 \/ 2.425 \u00d7 100 = <strong>16%<\/strong><\/li>\n\n\n\n<li>CTR = 388 \/ 9.700 \u00d7 100 = <strong>4%<\/strong><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/taxa-de-abertura-open-rate\/\">Taxa de abertura<\/a> = 2.425 \/ 9.700 \u00d7 100 = <strong>25%<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Use sempre cliques e aberturas <strong>\u00fanicos<\/strong>: se uma pessoa abre o email tr\u00eas vezes e clica duas vezes, ela conta uma vez em cada m\u00e9trica.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor.png\" alt=\"F&#xF3;rmula do CTOR com um exemplo: 388 cliques &#xFA;nicos divididos por 2.425 aberturas &#xFA;nicas vezes 100 d&#xE3;o um CTOR de 16%\" class=\"wp-image-106650\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-se-calcula-ctor-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Me\u00e7a os cliques de cada campanha<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Crie sua conta gr\u00e1tis no Mailrelay e consulte aberturas, cliques e o mapa de cliques dos seus envios.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/pt\/criar-conta\/?utm_medium=cta&amp;utm_campaign=ctor\">Criar conta gr\u00e1tis<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">CTOR, CTR e taxa de abertura: o que cada uma mede?<\/h2>\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>M\u00e9trica<\/th><th>O que mede<\/th><th>F\u00f3rmula<\/th><th>O que indica<\/th><\/tr><\/thead><tbody><tr><td>Taxa de abertura<\/td><td>Quantas pessoas abrem o email<\/td><td>Aberturas \u00fanicas \/ entregues \u00d7 100<\/td><td>Se o assunto, o remetente e o preheader funcionam<\/td><\/tr><tr><td>CTR<\/td><td>Quantas pessoas clicam, entre todas as que recebem o email<\/td><td>Cliques \u00fanicos \/ entregues \u00d7 100<\/td><td>O resultado global da campanha<\/td><\/tr><tr><td>CTOR<\/td><td>Quantas pessoas clicam, entre as que abrem o email<\/td><td>Cliques \u00fanicos \/ aberturas \u00fanicas \u00d7 100<\/td><td>Se o conte\u00fado e a chamada para a\u00e7\u00e3o convencem<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">As tr\u00eas devem ser lidas em conjunto. Por exemplo, uma taxa de abertura alta com um CTOR baixo indica que o assunto atrai, mas o conte\u00fado n\u00e3o cumpre o que promete.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor.png\" alt=\"Funil com 9.700 emails entregues, 2.425 aberturas e 388 cliques: taxa de abertura de 25%, CTR de 4% e CTOR de 16%\" class=\"wp-image-106653\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tasa-apertura-ctr-ctor-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">O que \u00e9 um bom CTOR?<\/h2>\n\n<p class=\"wp-block-paragraph\">N\u00e3o existe um n\u00famero v\u00e1lido para todos: depende do setor, do tipo de email e da qualidade da sua lista. Um email transacional ou de boas-vindas costuma ter mais cliques do que uma newsletter geral.<\/p>\n\n<p class=\"wp-block-paragraph\">A refer\u00eancia mais \u00fatil \u00e9 o seu pr\u00f3prio hist\u00f3rico. Calcule o CTOR m\u00e9dio das suas \u00faltimas campanhas do mesmo tipo e compare cada novo envio com essa m\u00e9dia.<\/p>\n\n<p class=\"wp-block-paragraph\">Leve uma coisa em conta: algumas aberturas s\u00e3o registradas de forma autom\u00e1tica, por exemplo com a prote\u00e7\u00e3o de privacidade do Apple Mail. Isso infla as aberturas e faz o CTOR parecer mais baixo do que realmente \u00e9.<\/p>\n\n<h2 class=\"wp-block-heading\">Como melhorar o CTOR dos seus emails<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><strong>Uma chamada para a\u00e7\u00e3o clara.<\/strong> Um objetivo por email e um <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/call-to-action-cta\/\">bot\u00e3o<\/a> vis\u00edvel, sem obrigar a rolar a p\u00e1gina para v\u00ea-lo.<\/li>\n\n\n\n<li><strong>Cumpra o que o assunto promete.<\/strong> Se o <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/assunto-do-email\/\">assunto<\/a> anuncia uma oferta, a oferta deve estar no topo.<\/li>\n\n\n\n<li><strong>Segmente.<\/strong>  Um email pensado para um grupo espec\u00edfico consegue mais cliques do que um gen\u00e9rico. Mais em <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/segmentacao-no-email-marketing\/\">segmenta\u00e7\u00e3o no email marketing<\/a>.<\/li>\n\n\n\n<li><strong>Design para celular.<\/strong>  Bot\u00f5es grandes e texto curto, porque a maioria dos emails \u00e9 lida no celular.<\/li>\n\n\n\n<li><strong>Fa\u00e7a testes.<\/strong> Teste duas vers\u00f5es do bot\u00e3o ou do texto com um <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/teste-a-b\/\">teste A\/B<\/a> e fique com a que tiver mais cliques.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Como o Mailrelay ajuda voc\u00ea<\/h2>\n\n<p class=\"wp-block-paragraph\">Nas estat\u00edsticas de cada campanha do Mailrelay voc\u00ea v\u00ea as aberturas, os cliques e os descadastros. O mapa de cliques mostra em quais links seus assinantes clicam, para saber qual conte\u00fado funciona melhor.<\/p>\n\n<p class=\"wp-block-paragraph\">O rastreamento de aberturas e cliques est\u00e1 inclu\u00eddo na conta gratuita e no plano Enterprise. Com a conta gratuita voc\u00ea pode enviar at\u00e9 80.000 emails por m\u00eas e fazer testes A\/B.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Comece gr\u00e1tis com o Mailrelay<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At\u00e9 80.000 emails por m\u00eas, testes A\/B e estat\u00edsticas de cada campanha, com suporte humano em todos os planos.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/pt\/criar-conta\/?utm_medium=cta&amp;utm_campaign=ctor\">Testar o Mailrelay gr\u00e1tis<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Perguntas frequentes<\/h2>\n\n<h3 class=\"wp-block-heading\">O que \u00e9 o CTOR em email marketing?<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 a porcentagem de pessoas que clicam em um email depois de abri-lo. A sigla vem de click-to-open rate.<\/p>\n\n<h3 class=\"wp-block-heading\">Como o CTOR \u00e9 calculado?<\/h3>\n\n<p class=\"wp-block-paragraph\">Dividem-se os cliques \u00fanicos pelas aberturas \u00fanicas e multiplica-se por 100. Com 388 cliques e 2.425 aberturas, o CTOR \u00e9 de 16%.<\/p>\n\n<h3 class=\"wp-block-heading\">Qual \u00e9 a diferen\u00e7a entre CTR e CTOR?<\/h3>\n\n<p class=\"wp-block-paragraph\">O CTR calcula os cliques sobre todos os emails entregues. O CTOR os calcula apenas sobre os emails abertos, ent\u00e3o mede melhor o conte\u00fado.<\/p>\n\n<h3 class=\"wp-block-heading\">Por que o meu CTOR est\u00e1 baixo?<\/h3>\n\n<p class=\"wp-block-paragraph\">Costuma ser causado por um conte\u00fado que n\u00e3o cumpre o que o assunto promete, por uma chamada para a\u00e7\u00e3o pouco vis\u00edvel ou por um email gen\u00e9rico. As aberturas autom\u00e1ticas tamb\u00e9m influenciam, pois inflam a base do c\u00e1lculo.<\/p>\n\n<h3 class=\"wp-block-heading\">CTOR tem outros significados?<\/h3>\n\n<p class=\"wp-block-paragraph\">Sim. Em programa\u00e7\u00e3o .NET, &#8220;.ctor&#8221; \u00e9 o nome interno do construtor de uma classe. Em email marketing, CTOR \u00e9 sempre a taxa de cliques sobre aberturas.<\/p>\n\n<h2 class=\"wp-block-heading\">Artigos relacionados<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/taxa-de-abertura-open-rate\/\">Taxa de abertura<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/ctr-click-through-rate\/\">CTR<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/call-to-action-cta\/\">Call to action (CTA)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/assunto-do-email\/\">Assunto do email<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/preheader-de-email\/\">Preheader<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/teste-a-b\/\">Teste A\/B<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/segmentacao-no-email-marketing\/\">Segmenta\u00e7\u00e3o no email marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/taxa-de-descadastro-unsubscribe-rate\/\">Taxa de descadastro<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/taxa-de-rejeicao\/\">Taxa de rejei\u00e7\u00e3o<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/roi-return-on-investment\/\">ROI<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-95384","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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Mede se o conte\u00fado do email convence quem j\u00e1 o abriu. Ele se diferencia do CTR pela base do c\u00e1lculo. O CTR divide os cliques pelo total de emails&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/pt\/wp-json\/wp\/v2\/glossary\/95384","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/pt\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/pt\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":5,"href":"https:\/\/mailrelay.com\/pt\/wp-json\/wp\/v2\/glossary\/95384\/revisions"}],"predecessor-version":[{"id":107041,"href":"https:\/\/mailrelay.com\/pt\/wp-json\/wp\/v2\/glossary\/95384\/revisions\/107041"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/pt\/wp-json\/wp\/v2\/media?parent=95384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}