{"id":2386,"date":"2021-11-15T10:11:57","date_gmt":"2021-11-15T09:11:57","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=2386"},"modified":"2024-04-22T15:18:58","modified_gmt":"2024-04-22T13:18:58","slug":"email-marketing","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/email-marketing\/","title":{"rendered":"7 tip\u016f, jak spr\u00e1vn\u011b na email marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Co je to email marketing? Email marketing (neboli e-mailing) je souhrnn\u00fd pojem pro \u010dinnost, kdy jsou k \u00fa\u010delu propagace slu\u017eby \u010di v\u00fdrobku vyu\u017e\u00edv\u00e1ny e-mailov\u00e9 zpr\u00e1vy. Zab\u00fdv\u00e1 se <strong>c\u00edlen\u00fdm rozes\u00edl\u00e1n\u00edm komer\u010dn\u00edch<\/strong> i <strong>nekomer\u010dn\u00edch<\/strong> zpr\u00e1v na p\u0159esn\u011b stanoven\u00e9 <strong>seznamy e-mailov\u00fdch adres<\/strong>, kter\u00fdm \u0159\u00edk\u00e1me <strong>datab\u00e1ze p\u0159\u00edjemc\u016f<\/strong>. Email marketing je velmi \u00fa\u010dinn\u00fd kan\u00e1l tzv. <a href=\"https:\/\/cs.wikipedia.org\/wiki\/P%C5%99%C3%ADm%C3%BD_marketing\" target=\"_blank\" rel=\"noopener\">p\u0159\u00edm\u00e9ho marketingu<\/a>, vyu\u017e\u00edv\u00e1 se p\u0159i n\u011bm p\u0159\u00edm\u00e9 komunikace s u\u017eivateli. U\u017eivatel\u016fm pos\u00edl\u00e1te <strong>relevantn\u00ed sd\u011blen\u00ed<\/strong> \u2013 a\u0165 u\u017e za \u00fa\u010delem prodeje nebo pro budov\u00e1n\u00ed loajality k va\u0161\u00ed zna\u010dce a d\u016fv\u011bry ve v\u00e1s jako experta v oboru. E-maily jsou zas\u00edl\u00e1ny pomoc\u00ed e-mail softwar\u016f, kter\u00e9 umo\u017e\u0148uj\u00ed cel\u00fd proces zautomatizovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Funkce email marketingu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketing spl\u0148uje \u0159adu z\u00e1sadn\u00edch c\u00edl\u016f <a href=\"https:\/\/www.cernovsky.cz\/marketing\/marketingovy-mix-4p\/\">online marketingu<\/a> jako komplexu, pod kter\u00fd s\u00e1m o sob\u011b spad\u00e1. Pomoc\u00ed email marketingu m\u016f\u017eete <strong>propagovat sv\u00e9 produkty<\/strong>, <strong>budovat svou zna\u010dku<\/strong> a <strong>budovat vztah<\/strong> s potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_funkce-1160x712-1.jpg\" alt=\"Email marketing m\u00e1m velice r\u00e1d, by\u0165 jsem s\u00e1m zast\u00e1nce PPC reklamy a reklamy na soci\u00e1ln\u00edch s\u00edt\u00edch. Email marketing m\u00e1 jednu vlastnost, kterou \u017e\u00e1dn\u00fd jin\u00fd online reklamn\u00ed kan\u00e1l neum\u00ed poskytnout - jakmile m\u00e1te datab\u00e1zi a postupn\u011b ji sb\u00edr\u00e1te skrze e-shop nebo web, pak u\u017e nemus\u00edte vynakl\u00e1dat finance na akvizi\u010dn\u00ed kampan\u011b. Jedn\u00e1 se o skv\u011bl\u00fd reten\u010dn\u00ed kan\u00e1l.\" class=\"wp-image-2389\"\/><figcaption class=\"wp-element-caption\">Email marketing je skv\u011bl\u00fd reten\u010dn\u00ed kan\u00e1l, kter\u00fd m\u00e1 spoustu v\u00fdhod oproti tradi\u010dn\u00ed PPC reklam\u011b.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketing slou\u017e\u00ed k p\u0159edprodejn\u00ed, prodejn\u00ed a poprodejn\u00ed komunikaci. Pomoc\u00ed e-mailu m\u016f\u017eete velmi <strong>snadno informovat<\/strong> z\u00e1jemce a sv\u00e9 z\u00e1kazn\u00edky o r\u016fzn\u00fdch <strong>novink\u00e1ch<\/strong>\u00a0a p\u0159ed\u00e1vat jim <strong>u\u017eite\u010dn\u00e9 informace<\/strong> &#8211; m\u016f\u017eete je nap\u0159\u00edklad upozornit na <strong>nov\u00fd \u010dl\u00e1nek<\/strong> na firemn\u00edm blogu, na novou nab\u00eddku \u010di akci, nebo t\u0159eba i na zm\u011bnu provozn\u00ed doby.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1, jak vyprodat sklady d\u00edky Facebook, Instagram a Google Ads reklam\u011b s PNO pod 15 % (jako se to povedlo u na\u0161eho klienta), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\">p\u0159\u00edpadovou studii najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00fdhody a nev\u00fdhody email marketingu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pro\u010d d\u011blat email marketing? Je to nejv\u00fdhodn\u011bj\u0161\u00ed on-line marketingov\u00fd kan\u00e1l. I v dne\u0161n\u00ed dob\u011b nejr\u016fzn\u011bj\u0161\u00edch <strong><a href=\"https:\/\/www.cernovsky.cz\/marketing\/top-10-socialni-site\/\">soci\u00e1ln\u00edch s\u00edt\u00ed<\/a><\/strong> je e-mail st\u00e1le nejpou\u017e\u00edvan\u011bj\u0161\u00edm prost\u0159edkem pro komunikaci. Minim\u00e1ln\u011b <strong>jednu e-mailovou adresu<\/strong> m\u00e1 dnes na cel\u00e9m <strong>sv\u011bt\u011b 50 % populace<\/strong> a toto \u010d\u00edslo st\u00e1le roste. Je to tedy skv\u011bl\u00fd zp\u016fsob, jak se spojit s obrovsk\u00fdm mno\u017estv\u00edm lid\u00ed, a m\u00e1 obecn\u011b vysokou <strong>n\u00e1vratnost<\/strong>. Narozd\u00edl od <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">reklamy na Facebooku<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-reklama\/\">TikToku<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-na-twitteru\/\">Twitteru<\/a> nebo <a href=\"https:\/\/www.cernovsky.cz\/marketing\/linkedin-socialni-sit\/\">LinkedInu<\/a> v\u00e1s po z\u00edsk\u00e1n\u00ed kontaktu bude st\u00e1t zlomek n\u00e1vratnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketing rozhodn\u011b nen\u00ed vhodn\u00fd pouze pro velk\u00e9 firmy &#8211; d\u00edky dostupnosti, cen\u011b a n\u00e1vratnosti je vhodn\u00fd i pro mal\u00e9 a st\u0159edn\u00ed firmy \u010di dokonce pro \u017eivnostn\u00edky. Podle v\u00fdzkumu spole\u010dnosti Emarsys v roce 2018 81 % mal\u00fdch a st\u0159edn\u00edch podnik\u016f vyu\u017e\u00edvalo email marketing jako hlavn\u00ed zdroj z\u00edsk\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a 80 % jej vyu\u017e\u00edvalo pro jejich udr\u017een\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00ed p\u0159ednost\u00ed email marketingu je jeho <strong>cena<\/strong>. E-mail marketing oproti <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">jin\u00fdm marketingov\u00fdm kan\u00e1l\u016fm<\/a> vych\u00e1z\u00ed podstatn\u011b levn\u011bji. U emailingov\u00fdch syst\u00e9m\u016f se plat\u00ed obvykle za <strong>po\u010det kontakt\u016f<\/strong>, kter\u00e9 m\u00e1te v datab\u00e1zi. Dokonce existuj\u00ed <strong>tarify zdarma<\/strong> pro marketingov\u00e9 nov\u00e1\u010dky. T\u0159eba m\u016fj obl\u00edben\u00fd <a href=\"https:\/\/www.ecomail.cz\/price\" target=\"_blank\" rel=\"noopener\">Ecomail takovou mo\u017enost nab\u00edz\u00ed<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_Ecomail_zdarma_ucet.png\" alt=\"Ecomail se \u0159ad\u00ed mezi \u010cesk\u00e9 n\u00e1stroje pro email marketing, kter\u00e9 jsem osobn\u011b vyzkou\u0161el a dokonce na jednom klientovi st\u00e1le provozuji. N\u00e1vratnost emailingu je obrovsk\u00e1 a jedn\u00e1 se o super siln\u00fd online reklamn\u00ed kan\u00e1l, kter\u00fd s klientem m\u00e1me. Ecomail nav\u00edc nab\u00edz\u00ed zdarma \u00fa\u010det do 200 kontakt\u016f a 200 odeslan\u00fdch e-mail\u016f m\u011bs\u00ed\u010dn\u011b.\" class=\"wp-image-2391\"\/><figcaption class=\"wp-element-caption\">Ecomail nab\u00edz\u00ed \u00fa\u010det zdarma, je to z\u00e1rove\u0148 prvn\u00ed \u010cesk\u00fd emailingov\u00fd n\u00e1stroj, kter\u00fd jsem za\u010dal pou\u017e\u00edvat a v\u017edy jsem s n\u00edm byl spokojen<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketing je <strong>jednoduch\u00fd<\/strong> a <strong>rychl\u00fd<\/strong>. P\u0159\u00edprava kampan\u011b trv\u00e1 jen p\u00e1r minut. N\u00e1sledn\u00e9 obesl\u00e1n\u00ed cel\u00e9 datab\u00e1ze kontakt\u016f \u0159e\u0161\u00ed emailingov\u00fd n\u00e1stroj &#8211; u velmi velk\u00fdch datab\u00e1z\u00ed takov\u00fd proces trv\u00e1 jen p\u00e1r hodin, u men\u0161\u00edch obdr\u017e\u00ed adres\u00e1ti sd\u011blen\u00ed prakticky okam\u017eit\u011b. Nav\u00edc v syst\u00e9mu nastav\u00edte v\u011bci jednou a pak u\u017e pro v\u00e1s v\u0161e pracuje samo. Syst\u00e9m pak funguje klidn\u011b m\u011bs\u00edce nebo i roky a dopl\u0148uje velmi dob\u0159e va\u0161e ostatn\u00ed marketingov\u00e9 aktivity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed v\u00fdhodou je <strong>snadn\u00e1 m\u011b\u0159itelnost n\u00e1vratnosti<\/strong> a <strong>efektivity<\/strong> va\u0161\u00ed mailov\u00e9 kampan\u011b. V\u00fdsledky lze p\u0159esn\u011b dohledat i bez analytick\u00fdch n\u00e1stroj\u016f. M\u016f\u017eete si velmi snadno ov\u011b\u0159it, jestli v\u00e1\u0161 e-mail p\u0159\u00edjemci <strong>dostali<\/strong>, jestli ho <strong>otev\u0159eli<\/strong>, na jak\u00e9 odkazy <strong>kliknuli<\/strong>, co na webu n\u00e1sledn\u011b <strong>d\u011blali<\/strong>, a jestli nakonec n\u011bco <strong>koupili<\/strong>. V\u011bt\u0161inu t\u011bchto informac\u00ed nav\u00edc snadno zjist\u00edte a\u017e na \u00farove\u0148 jednotliv\u00fdch p\u0159\u00edjemc\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_Ecomail_analytika-1160x943-1.jpg\" alt=\"U jednoho m\u00e9ho klienta pravideln\u011b rozes\u00edl\u00e1me emailing na datab\u00e1zi klient\u016f, takto vypad\u00e1 analytika emailingu skrze email marketingov\u00fd n\u00e1stroj Ecomail. Doporu\u010duji je\u0161t\u011b dom\u011b\u0159ovat skrze GA a utm parametry.\" class=\"wp-image-2394\"\/><figcaption class=\"wp-element-caption\">Ecomail uk\u00e1zka analytiky emailingu m\u00e9ho klienta, kter\u00fd spolu pravideln\u011b rozes\u00edl\u00e1me (upozor\u0148uji, \u017ee emailing ned\u011bl\u00e1me na profesion\u00e1ln\u00ed \u00farovni)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E-mail marketing m\u016f\u017ee b\u00fdt tak\u00e9 skv\u011ble c\u00edlen\u00fd. Pokud dob\u0159e pracujete se segmenty v datab\u00e1zi p\u0159\u00edjemc\u016f a t\u011bmto segment\u016fm p\u0159izp\u016fsobujete zas\u00edlan\u00e9 e-maily, zas\u00e1hnete konkr\u00e9tn\u00ed c\u00edlov\u00e9 skupiny pro n\u011b nejvhodn\u011bj\u0161\u00edmi sd\u011blen\u00edmi. Email marketing tak\u00e9 umo\u017e\u0148uje <strong>personalizaci<\/strong>. E-maily funguj\u00ed jako komunikace jeden na jednoho a proto k nim lid\u00e9 p\u0159istupuj\u00ed s <strong>v\u011bt\u0161\u00ed d\u016fv\u011brou<\/strong> ne\u017e k <strong>ve\u0159ejn\u011bj\u0161\u00edm druh\u016fm reklamy<\/strong>. Pokud zas\u00edlan\u00e9 zpr\u00e1vy budete <strong>personalizovat<\/strong>, nap\u0159\u00edklad u\u017eit\u00edm <strong>jm\u00e9na klienta<\/strong>, budou p\u016fsobit je\u0161t\u011b d\u016fv\u011bryhodn\u011bji a p\u0159\u00edjemce jim v\u011bnuje je\u0161t\u011b v\u011bt\u0161\u00ed pozornost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E-mail marketing umo\u017e\u0148uje zachycen\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. N\u011bkter\u00e9 slu\u017eby \u010di produkty maj\u00ed dlouh\u00fd n\u00e1kupn\u00ed cyklus, b\u011bhem kter\u00e9ho potenci\u00e1ln\u00ed z\u00e1kazn\u00edk postupn\u011b shroma\u017e\u010fuje informace a rozhoduje se, co koup\u00ed (tradi\u010dn\u011b v r\u00e1mci <a href=\"https:\/\/www.cernovsky.cz\/marketing\/b2c-b2b-marketing-chyby-rozdily\/\">B2B marketingu<\/a>). Email marketing umo\u017e\u0148uje takov\u00e9ho \u010dlov\u011bka zachytit hned na za\u010d\u00e1tku tohoto cyklu a postupn\u011b ho p\u0159esv\u011bd\u010dit, \u017ee m\u00e1 zbo\u017e\u00ed koupit pr\u00e1v\u011b u v\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E-mailov\u00e1 kampa\u0148 tak\u00e9 generuje opakovan\u00e9 prodeje. E-mail marketing umo\u017e\u0148uje udr\u017eet si <strong>dlouhodob\u00fd kontakt<\/strong> se z\u00e1kazn\u00edky a t\u00edm jim prod\u00e1vat opakovan\u011b. Email marketing tak\u00e9 v\u00fdborn\u011b funguje pro cross selling, tj. nav\u00fd\u0161en\u00ed celkov\u00e9 objedn\u00e1vky z\u00e1kazn\u00edka doporu\u010den\u00edm souvisej\u00edc\u00edho zbo\u017e\u00ed.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1 jak dos\u00e1hnout PNO (pod\u00edl n\u00e1klad\u016f na obratu) pod 20 % d\u00edky v\u00fdkonnostn\u00ed TikTok reklam\u011b (5x n\u00e1vratnost investice do reklamy), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\">p\u0159\u00edpadovou studii TikTok najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Samoz\u0159ejm\u011b m\u00e1 ale i p\u00e1r nedostatk\u016f. Nen\u00ed zaru\u010deno, \u017ee ka\u017ed\u00fd odeslan\u00fd e-mail adres\u00e1tovi dojde. P\u0159\u00edjemce zpr\u00e1vy, \u010di p\u0159\u00edpadn\u011b jeho poskytovatel e-mailov\u00fdch slu\u017eeb, m\u016f\u017ee vyhodnotit zpr\u00e1vu jako spam. Je tak\u00e9 nutno zm\u00ednit, \u017ee <strong>email marketing je b\u011bh na dlouhou tra\u0165 <\/strong>&#8211; pro dosa\u017een\u00ed v\u00fdsledk\u016f je dobr\u00e9 se mu pravideln\u011b v\u011bnovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bt\u0161inu nev\u00fdhod ale zvl\u00e1dnete d\u00edky podpo\u0159e e-mailov\u00e9ho n\u00e1stroje p\u0159ekonat, a i tak u e-mailov\u00e9ho marketingu v\u00fdhody nad nev\u00fdhodami zna\u010dn\u011b p\u0159eva\u017euj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pr\u00e1vn\u00ed regulace e-mail marketingu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketingu v \u010cR se v sou\u010dasnosti t\u00fdkaj\u00ed dva z\u00e1kony. Na jejich dodr\u017eov\u00e1n\u00ed v \u010cesk\u00e9 republice dohl\u00ed\u017e\u00ed \u00da\u0159ad na ochranu osobn\u00edch \u00fadaj\u016f (<a href=\"https:\/\/www.uoou.cz\/\" target=\"_blank\" rel=\"noopener\">\u00daOO\u00da<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prvn\u00ed je Z\u00e1kon \u010d. 480\/2004 Sb., o n\u011bkter\u00fdch slu\u017eb\u00e1ch informa\u010dn\u00ed spole\u010dnosti a o zm\u011bn\u011b n\u011bkter\u00fdch z\u00e1kon\u016f, tzv. <strong><a href=\"https:\/\/www.uoou.cz\/zakon-c-480-2004-sb-o-nekterych-sluzbach-informacni-spolecnosti\/ds-1497\/p1=2317&amp;archiv=0\" target=\"_blank\" rel=\"noopener\">antispamov\u00fd z\u00e1kon<\/a><\/strong>. Tento z\u00e1kon definuje obchodn\u00ed sd\u011blen\u00ed jako jakoukoliv formu sd\u011blen\u00ed ur\u010den\u00e9ho k p\u0159\u00edm\u00e9 \u010di nep\u0159\u00edm\u00e9 podpo\u0159e zbo\u017e\u00ed \u010di slu\u017eeb nebo image podniku fyzick\u00e9 \u010di pr\u00e1vnick\u00e9 osoby. To znamen\u00e1, \u017ee pod obchodn\u00ed sd\u011blen\u00ed nespadaj\u00ed jen klasick\u00e9 marketingov\u00e9 e-maily propaguj\u00edc\u00ed slu\u017eby \u010di produkty, ale i p\u0159\u00e1n\u00ed k narozenin\u00e1m \u010di V\u00e1noc\u016fm, technick\u00e9 informace jako zm\u011bna provozn\u00ed doby podnikatele \u010di zm\u011bny obchodn\u00edch podm\u00ednek a i samotn\u00e9 \u017e\u00e1dosti o souhlas se zas\u00edl\u00e1n\u00edm obchodn\u00edch sd\u011blen\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e1le z\u00e1kon upravuje mo\u017enosti \u0161\u00ed\u0159en\u00ed t\u011bchto obchodn\u00edch sd\u011blen\u00ed. <strong>Zas\u00edl\u00e1n\u00ed obchodn\u00edch sd\u011blen\u00ed elektronickou po\u0161tou<\/strong> lze pouze tomu, kdo s t\u00edm <strong>prokazateln\u011b souhlasil<\/strong>, mus\u00ed b\u00fdt ozna\u010den\u00e9 jako <strong>obchodn\u00ed sd\u011blen\u00ed<\/strong>, s <strong>viditeln\u00fdm odes\u00edlatelem<\/strong> a <strong>mo\u017enost\u00ed zru\u0161en\u00ed odb\u011bru t\u011bchto sd\u011blen\u00ed<\/strong>. Rozes\u00edlatel tak\u00e9 mus\u00ed b\u00fdt registrov\u00e1n na <a href=\"https:\/\/www.uoou.cz\/\" target=\"_blank\" rel=\"noopener\">\u00daOO\u00da<\/a>. Jeliko\u017e v\u00e1m klient mus\u00ed svou e-mailovou adresu d\u00e1t s\u00e1m za pln\u00e9ho v\u011bdom\u00ed, k \u010demu bude pou\u017eita, nem\u016f\u017eete kontakty sb\u00edrat r\u016fzn\u011b po internetu nebo je kupovat. V takov\u00e9m p\u0159\u00edpad\u011b se nejedn\u00e1 o email marketing, ale o pouh\u00fd spam. Osoby, kter\u00e9 poru\u0161\u00ed antispamov\u00fd z\u00e1kon se dopou\u0161t\u00ed p\u0159estupku a hroz\u00ed jim sankce &#8211; u fyzick\u00e9 osoby to m\u016f\u017ee b\u00fdt a\u017e 100 000 K\u010d, u pr\u00e1vnick\u00e9 osoby a\u017e 10 000 000 K\u010d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_GDPR_1-1160x696-1.jpeg\" alt=\"P\u0159i email marketingu je d\u016fle\u017eit\u00e9 vyu\u017e\u00edvat kontakty v r\u00e1mci na\u0159\u00edzen\u00ed GDPR. Bu\u010fte pros\u00edm obez\u0159etn\u00ed, jeliko\u017e by v\u00e1s to mohlo st\u00e1t pokutu.\" class=\"wp-image-2395\"\/><figcaption class=\"wp-element-caption\">GDPR se v r\u00e1mci email marketingu dost \u0159e\u0161\u00ed<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E-mail marketingu se tak\u00e9 dot\u00fdk\u00e1 <strong>Obecn\u00e9 na\u0159\u00edzen\u00ed o ochran\u011b osobn\u00edch \u00fadaj\u016f<\/strong> zn\u00e1m\u00e9 tak\u00e9 jako <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/gdpr-cookie-lista-na-webu\/\">GDPR<\/a>. <strong>E-mailov\u00e1 adresa<\/strong> je stejn\u011b jako IP adresa pova\u017eov\u00e1na za <strong>osobn\u00ed \u00fadaj<\/strong>, pokud ji lze vzt\u00e1hnout ke konkr\u00e9tn\u00ed osob\u011b. Jakmile si takovou adresu ulo\u017e\u00edte do datab\u00e1ze p\u0159\u00edjemc\u016f, st\u00e1v\u00e1te se podle <a href=\"https:\/\/www.gdpr.cz\/gdpr\/\" target=\"_blank\" rel=\"noopener\">GDPR<\/a> spr\u00e1vcem osobn\u00edch \u00fadaj\u016f. Dle z\u00e1kona tedy mus\u00edte zav\u00e9st p\u0159\u00edslu\u0161n\u00e1 technick\u00e1, organiza\u010dn\u00ed a procesn\u00ed opat\u0159en\u00ed za \u00fa\u010delem prok\u00e1z\u00e1n\u00ed souladu s principy GDPR.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Datab\u00e1ze p\u0159\u00edjemc\u016f<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vybudovat kvalitn\u00ed datab\u00e1zi p\u0159\u00edjemc\u016f je n\u00e1ro\u010dn\u00e9 a trv\u00e1 to dlouho. Je to ale n\u011bco, co v\u00e1m konkurence nem\u016f\u017ee snadno zkop\u00edrovat \u010di ukradnout. Datab\u00e1ze p\u0159\u00edjemc\u016f pat\u0159\u00ed ke kl\u00ed\u010dov\u00fdm vlastnictv\u00edm ka\u017ed\u00e9 firmy. Z\u00e1rove\u0148 v\u0161ak takov\u00e1 datab\u00e1ze rychle zastar\u00e1v\u00e1. Je t\u0159eba o ni <strong>pe\u010dovat<\/strong>, <strong>roz\u0161i\u0159ovat<\/strong> ji a <strong>dopl\u0148ovat<\/strong> ke kontakt\u016fm dal\u0161\u00ed \u00fadaje pro <strong>segmentaci<\/strong> a <strong>personalizaci<\/strong>. V\u00edce informac\u00ed o adres\u00e1tovi znamen\u00e1 mo\u017enost je\u0161t\u011b efektivn\u011bj\u0161\u00edho c\u00edlen\u00ed kampan\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak se tedy k t\u00e9to v\u00fdzv\u011b postavit?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V prvn\u00ed \u0159ad\u011b se hlavn\u011b soust\u0159e\u010fte na <strong>kvalitu kontakt\u016f<\/strong> ve va\u0161\u00ed datab\u00e1zi, nikoliv na jejich kvantitu. Je pro v\u00e1s v\u00fdhodn\u011bj\u0161\u00ed m\u00edt v datab\u00e1zi men\u0161\u00ed po\u010det lid\u00ed, kte\u0159\u00ed u v\u00e1s ale hojn\u011b nakupuj\u00ed, ne\u017e m\u00edt mnoho kontakt\u016f, kter\u00e9 ale jen z\u0159\u00eddka vedou k n\u00e1kupu.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vhodn\u00e9 je tak\u00e9 pou\u017e\u00edvat tzv. <strong>double opt-in p\u0159\u00edstup<\/strong>. Jestli\u017ee se u v\u00e1s z\u00e1jemce zaregistruje k odb\u011bru e-mail\u016f, po\u0161lete mu je\u0161t\u011b speci\u00e1ln\u00ed e-mail s unik\u00e1tn\u00edm odkazem, jeho\u017e prokliknut\u00edm sv\u016fj z\u00e1jem potvrd\u00ed. Takov\u00e9to nastaven\u00ed pom\u00e1h\u00e1 vylou\u010dit p\u0159\u00edpady, kdy n\u011bkdo do formul\u00e1\u0159e zadal e-mail ciz\u00ed osoby. Mailingov\u00e9 syst\u00e9my toto um\u00ed d\u011blat automaticky, tak\u017ee se nemus\u00edte b\u00e1t toho, \u017ee budete n\u011bco muset slo\u017eit\u011b nastavovat. Z\u00e1rove\u0148 nem\u011bjte strach, \u017ee si lid\u00e9 sv\u016fj odb\u011br va\u0161ich e-mail\u016f rozmysl\u00ed, ne\u017e jim p\u0159ijde p\u0159ihla\u0161ovac\u00ed odkaz &#8211; pokud nemaj\u00ed dostate\u010dn\u00fd z\u00e1jem, stejn\u011b by si p\u0159ihl\u00e1\u0161en\u00ed rozmysleli a brzy se odhl\u00e1sili.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kontrolujte v adres\u00e1ch b\u011b\u017en\u00e9 p\u0159eklepy a vyhazujte z datab\u00e1ze neexistuj\u00edc\u00ed kontakty &#8211; mailery samy um\u00ed rozpoznat p\u0159\u00edjemce, jejich\u017e e-mailov\u00e1 adresa \u010di dom\u00e9na p\u0159estaly existovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u016fle\u017eit\u00e9 je tak\u00e9 <strong>udr\u017eovat spojen\u00ed<\/strong>, ale z\u00e1rove\u0148 to s e-maily nep\u0159eh\u00e1n\u011bt. Je d\u016fle\u017eit\u00e9 naj\u00edt rovnov\u00e1hu mezi t\u00edm, kdy lid\u00e9 zapomenou, \u017ee se kdy k odb\u011bru va\u0161ich e-mail\u016f p\u0159ihl\u00e1sili, a situac\u00ed, kdy je zpr\u00e1vami bombardujete tak \u010dasto, \u017ee sv\u016fj odb\u011br odhl\u00e1s\u00ed. Z\u00e1rove\u0148 je dobr\u00e9 v datab\u00e1zi \u010das od \u010dasu vyfiltrovat lidi, kte\u0159\u00ed si va\u0161e e-maily u\u017e dlouho neotev\u0159eli, a <strong>poslat jim \u017e\u00e1dost o reaktivaci odb\u011bru<\/strong>. Pokud neodpov\u00ed, vy\u0159ad\u00edte z datab\u00e1ze nepot\u0159ebn\u00fd kontakt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Datab\u00e1ze p\u0159\u00edjemc\u016f <strong>hlavn\u011b nikdy nekupujte<\/strong>! Nejen z pr\u00e1vn\u00edch d\u016fvod\u016f, jak ji\u017e bylo zm\u00edn\u011bno v\u00fd\u0161e, ale hlavn\u011b se to prost\u011b nevyplat\u00ed. U lid\u00ed, kte\u0159\u00ed se o va\u0161i firmu v\u016fbec nezaj\u00edmaj\u00ed a o va\u0161e e-maily nestoj\u00ed, bude i sebelep\u0161\u00ed kampa\u0148 z velk\u00e9 \u010d\u00e1sti neefektivn\u00ed a zas\u00edl\u00e1n\u00ed e-mail\u016f povede pouze k tomu, \u017ee si k va\u0161\u00ed zna\u010dce okam\u017eit\u011b vybuduj\u00ed averzi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak z\u00edskat kontakty<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u017edy z\u00e1vis\u00ed na tom, jak\u00e9 konkr\u00e9tn\u00ed mo\u017enosti provozovatel dan\u00e9ho webu m\u00e1 \u2013 nap\u0159. v ot\u00e1zce doprogramov\u00e1n\u00ed pot\u0159ebn\u00fdch funkcionalit, roz\u0161i\u0159ov\u00e1n\u00ed str\u00e1nek a podobn\u011b. Mezi nej\u010dast\u011bj\u0161\u00ed a nejjednodu\u0161\u0161\u00ed metodu pat\u0159\u00ed vyu\u017eit\u00ed ji\u017e existuj\u00edc\u00edho kontaktn\u00edho \u010di popt\u00e1vkov\u00e9ho formul\u00e1\u0159e, ale nen\u00ed to jedin\u00e1 cesta.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_newsletter-1160x812-1.jpg\" alt=\"Pravideln\u00e9 dopl\u0148ov\u00e1n\u00ed datab\u00e1ze pro email marketing je sou\u010d\u00e1st\u00ed dob\u0159e funguj\u00edc\u00edho emailingu. Pokud zanedb\u00e1te dopl\u0148ov\u00e1n\u00ed datab\u00e1ze, pak bude postupn\u011b um\u00edrat a efektivita tohoto kan\u00e1lu bude v\u00fdznamn\u011b klesat.\" class=\"wp-image-2397\"\/><figcaption class=\"wp-element-caption\">Z\u00edsk\u00e1vejte kontakty pravideln\u011b a dopl\u0148ujte va\u0161i datab\u00e1zi<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nal\u00e1kat u\u017eivatele m\u016f\u017eete nap\u0159\u00edklad sout\u011b\u017e\u00ed, nebo za vyu\u017eit\u00ed lead magnetu. <strong>Lead magnet<\/strong> je n\u011bco opravdu hodnotn\u00e9ho, za co jsou z\u00e1jemci ochotni \u201ezaplatit\u201c sv\u00fdm e-mailem. M\u016f\u017ee to b\u00fdt <strong>e-book<\/strong>, <strong>infografika<\/strong>, <strong>\u0161ablona dokumentu<\/strong>, <strong>p\u0159\u00edstup k unik\u00e1tn\u00edmu obsahu<\/strong> &#8211; n\u011bjak\u00e9mu videu, vzd\u011bl\u00e1vac\u00edmu kurzu \u010di v\u00fdstup\u016fm online n\u00e1stroje. To d\u016fle\u017eit\u00e9 je p\u0159\u00ednos pro z\u00e1jemce a relevance k va\u0161emu ostatn\u00edmu obsahu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_ecorevolution_eshop-1160x230-1.jpg\" alt=\"Sb\u00edr\u00e1n\u00ed emailov\u00fdch adres na e-shopu nebo webu by m\u011blo b\u00fdt automatick\u00e9. V\u00edcem\u00e9n\u011b v\u00e1s to nic nestoj\u00ed a m\u016f\u017ee v\u00e1m to p\u0159in\u00e9st slu\u0161n\u00e9 objedn\u00e1vky v\u00edcem\u00e9n\u011b zdarma.\" class=\"wp-image-2398\"\/><figcaption class=\"wp-element-caption\">Uk\u00e1zka, jak na sv\u00e9m e-shopu jeden z m\u00fdch klient\u016f sb\u00edr\u00e1 emailov\u00e9 adresy<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ide\u00e1ln\u00ed p\u0159\u00edle\u017eitost z\u00edskat souhlas s pos\u00edl\u00e1n\u00edm e-mail\u016f se v\u00e1m tak\u00e9 naskytuje, pokud se v\u00e1m u\u017eivatel\u00e9 na <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/kdyz-vytvarite-e-shop-jake-reseni-zvolit\/\">e-shopu<\/a> nebo <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/wordpress-webove-stranky-pro-vsechny\/\">webu<\/a> registruj\u00ed. \u010clensk\u00e1 sekce webu jen mus\u00ed m\u00edt dostate\u010dnou p\u0159idanou hodnotu, abyste n\u00e1v\u0161t\u011bvn\u00edka k registraci motivovali.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_vasky_eshop-1160x1045-1.jpg\" alt=\"Vasky maj\u00ed celkem dob\u0159e propracovan\u00fd email marketing, ale rozhodn\u011b se najdou lep\u0161\u00ed hr\u00e1\u010di, kte\u0159\u00ed s emailingem pracuj\u00ed je\u0161t\u011b l\u00e9pe v r\u00e1mci automatizace a segmentace. Na eshopu Vasky si m\u016f\u017eete p\u0159i registraci za\u0161krtnout pol\u00ed\u010dko a p\u0159ihl\u00e1sit se tak odb\u011bru novinek.\" class=\"wp-image-2399\"\/><figcaption class=\"wp-element-caption\">Takto nab\u00edz\u00ed Vasky mo\u017enost odb\u011bru novinek p\u0159i registraci na jejich e-shopu<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Segmentace kontakt\u016f<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sna\u017e\u00edme se rozd\u011blit adres\u00e1ty podle <strong>ur\u010dit\u00fdch krit\u00e9ri\u00ed do skupin<\/strong>. S t\u011bmito skupinami pak pracujeme odli\u0161n\u011b. Segmentace je v email marketingu kl\u00ed\u010dem k \u00fasp\u011bchu, proto\u017ee v\u00fdznamn\u011b zlep\u0161uje c\u00edlen\u00ed. Aby v\u016fbec m\u011bla segmentace datab\u00e1ze smysl, mus\u00edme pracovat s <strong>dostate\u010dn\u011b velkou datab\u00e1z\u00ed<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1kladem b\u00fdv\u00e1 <strong>rozli\u0161en\u00ed pohlav\u00ed<\/strong>, kter\u00e9 lze ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f odvodit ze jm\u00e9na a p\u0159\u00edjmen\u00ed. To vyu\u017eijete p\u0159edev\u0161\u00edm p\u0159i oslovov\u00e1n\u00ed a osobn\u011bj\u0161\u00ed formulaci e-mailu (byl\/byla), p\u0159\u00e1n\u00edm ke dni \u017een apod. V z\u00e1vislosti na oboru podnik\u00e1n\u00ed n\u00e1s v\u0161ak mohou zaj\u00edmat i dal\u0161\u00ed \u00fadaje, jako <strong>v\u011bk<\/strong>, <strong>statut<\/strong> \u010di <strong>p\u0159\u00edjmov\u00e1 skupina<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdhodn\u00e1 je i <strong>geografick\u00e1 segmentace<\/strong>, kter\u00e1 pom\u00e1h\u00e1 k dal\u0161\u00ed <strong>personalizace e-mailu<\/strong>. Je vhodn\u00e1 nap\u0159\u00edklad pokud m\u00e1te po republice v\u00edce pobo\u010dek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dobr\u00e9 je tak\u00e9 kontakty segmentovat podle jejich historie na ty, kte\u0159\u00ed u v\u00e1s je\u0161t\u011b nenakoupili, na n\u00e1hodn\u00e9 z\u00e1kazn\u00edky, kte\u0159\u00ed u v\u00e1s <strong>nakoupili pouze jednou<\/strong>, a <strong>pravideln\u00e9 z\u00e1kazn\u00edky<\/strong>, kte\u0159\u00ed u v\u00e1s nakupuj\u00ed <strong>opakovan\u011b<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Podoba a obsah e-mail\u016f<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0158ada firem st\u00e1le podce\u0148uje z\u00e1klady efektivn\u00edho email marketingu. Sv\u00fdm odb\u011bratel\u016fm proto zas\u00edlaj\u00ed <strong>irelevantn\u00ed, nezaj\u00edmav\u00e1<\/strong> a mnohdy i <strong>nevy\u017e\u00e1dan\u00e1 sd\u011blen\u00ed<\/strong>, kter\u00e1 maj\u00ed v lep\u0161\u00edm p\u0159\u00edpad\u011b velmi mal\u00fd efekt a v tom hor\u0161\u00edm dokonce p\u016fsob\u00ed z hlediska budov\u00e1n\u00ed zna\u010dky firmy a podpory vztahu se z\u00e1kazn\u00edkem kontraproduktivn\u011b. Konkr\u00e9tn\u00ed podoba e-mailu by m\u011bla odpov\u00eddat jeho \u00fa\u010delu. Vyplat\u00ed se tak\u00e9 <strong>testovat r\u016fzn\u00e9 varianty<\/strong>, abyste v\u011bd\u011bli, co pracuje nejl\u00e9pe.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9758\" class=\"elementor elementor-9758\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">ZDARMA p\u0159\u00edstup k NEVE\u0158EJN\u00c9 p\u0159\u00edpadovce Facebook a Instagram reklamy, kter\u00e1 za ka\u017edou investovanou 1 K\u010d do reklamy p\u0159inesla 10 K\u010d a v\u00edce (ROAS 10+, PNO pod 10 %) - 10x N\u00c1VRATNOST za posledn\u00ed rok<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_case_study\" name=\"blog form venda case study\" aria-label=\"blog form venda case study\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9758\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Povinn\u00fd obsah vypl\u00fdv\u00e1 z pr\u00e1vn\u00edch regulac\u00ed &#8211; ozna\u010den\u00ed e-mailu jako \u201eobchodn\u00ed sd\u011blen\u00ed\u201c, informace, kdo e-mail pos\u00edl\u00e1 (spole\u010dnost, I\u010c), a samoz\u0159ejm\u011b mo\u017enost jednodu\u0161e se z odb\u011bru zpr\u00e1v odhl\u00e1sit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zcela z\u00e1sadn\u00ed je <strong>p\u0159edm\u011bt e-mailu<\/strong>. Ten rozhoduje, zda si lid\u00e9 e-mail v\u016fbec otev\u0159ou a p\u0159e\u010dtou. Mus\u00ed upoutat pozornost. Dob\u0159e funguje <strong>tajemnost<\/strong>, <strong>\u010d\u00edsla<\/strong>, <strong>tipy<\/strong> a podobn\u011b. Inspirujte se u bulv\u00e1ru. P\u0159edm\u011bt by m\u011bl b\u00fdt 30\u201350 znak\u016f dlouh\u00fd. Pokud chcete pomoci s naps\u00e1n\u00edm p\u0159edm\u011btu nebo dokonce i obsahu e-mailu, pak <a href=\"https:\/\/www.cernovsky.cz\/marketing\/ai-nastroje\/\" data-type=\"URL\" data-id=\"https:\/\/www.cernovsky.cz\/marketing\/ai-nastroje\/\">mrkn\u011bte na AI n\u00e1stroje<\/a>, kter\u00e9 v\u00e1m s t\u00edm budou um\u011bt poradit a dost mo\u017en\u00e1 i vytvo\u0159it. \ud83d\ude42<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_testovani_predmetu_A-1160x618-1.jpg\" alt=\"Pokud m\u016f\u017eete testovat ve va\u0161em maileru, pak to d\u011blejte. Ka\u017ed\u00fd emailing, kde nic neotestujete je \u0161koda. Testujte p\u0159edm\u011bty, n\u00e1zvy odes\u00edlatele, obr\u00e1zky, \u00favodn\u00ed texty, apod.\" class=\"wp-image-2402\"\/><figcaption class=\"wp-element-caption\">A\/B test p\u0159edm\u011btu emailingu &#8211; verze A<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_testovani_predmetu_B-1160x620-1.jpg\" alt=\"Pokud testujete v\u00fdkonnost emailingu, pak nezapom\u00ednejte testovat v\u017edy jen jednu prom\u011bnou, aby byl test validn\u00ed. Pokud jich budete testovat v\u00edce, n\u011bkter\u00e9 syst\u00e9my jsou na to p\u0159ipraven\u00e9, ale jin\u00e9 um\u00ed skute\u010dn\u011b pouze A\/B testing a testov\u00e1n\u00ed jedn\u00e9 prom\u011bnn\u00e9.\" class=\"wp-image-2403\"\/><figcaption class=\"wp-element-caption\"><meta charset=\"utf-8\">A\/B test p\u0159edm\u011btu emailingu &#8211; verze B<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak je na grafice vid\u011bt, verze B sklidila v\u011bt\u0161\u00ed \u00fasp\u011bch, co se se open ratu, ale i proklikovosti t\u00fd\u010de. Nap\u0159. <a href=\"https:\/\/www.ecomail.cz\/\" target=\"_blank\" rel=\"noopener\">Ecomail<\/a> umo\u017e\u0148uje funkci, kdy na ur\u010dit\u00e9m vzorku otestuje, kter\u00fd p\u0159edm\u011bt je lep\u0161\u00ed podle definovan\u00e9 metriky, na test mu d\u00e1te nap\u0159. 4 hodiny. Po tomto testu automaticky vyhodnot\u00ed, kter\u00e1 varianta je lep\u0161\u00ed a tu po\u0161le na zbytek datab\u00e1ze. Toto se d\u00e1 perfektn\u011b vyu\u017e\u00edt pro klasick\u00e9 rozes\u00edlce newsletteru.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nejd\u016fle\u017eit\u011bj\u0161\u00ed sd\u011blen\u00ed dejte do <strong>lev\u00e9ho horn\u00edho rohu<\/strong> e-mailu, v\u00edc si lid\u00e9 \u010dasto nezobraz\u00ed. Kl\u00ed\u010dov\u00e1 je tak prvn\u00ed v\u011bta\/odstavec.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E-mail mus\u00ed b\u00fdt <strong>responzivn\u00ed<\/strong>, v\u00edce ne\u017e 50 % p\u0159\u00edjemc\u016f si ho prohl\u00e9dne na <strong>chytr\u00e9m telefonu<\/strong>. Grafika mus\u00ed l\u00e1kat ke koupi\/kliknut\u00ed, ale z\u00e1rove\u0148 by na n\u00ed e-mail nem\u011bl b\u00fdt postaven\u00fd &#8211; <strong>a\u017e t\u0159etina u\u017eivatel\u016f vid\u00ed e-mail bez obr\u00e1zk\u016f<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u016fle\u017eit\u00e9 je tak\u00e9 u\u017eivatele vyzvat k akci textem typu \u201ezjist\u011bte v\u00edce\u201c, \u201eklikn\u011bte pro v\u00edce informac\u00ed\u201c, nebo \u201ep\u0159e\u010dt\u011bte si cel\u00fd \u010dl\u00e1nek\u201c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1kladn\u00edm n\u00e1strojem email marketingu je newsletter, e-mailov\u00fd zpravodaj. Jde o e-maily obsahuj\u00edc\u00ed jak <strong>u\u017eite\u010dn\u00e9 informace<\/strong>, tak <strong>propaga\u010dn\u00ed prvek<\/strong> &#8211; v\u00fdzvu k akci, <strong>reklamn\u00ed banner<\/strong> a podobn\u00e9. Podstatou je p\u0159in\u00e9st hodnotn\u00e9 info a z\u00e1rove\u0148 nab\u00eddnout \u0159e\u0161en\u00ed pro probl\u00e9my dan\u00e9ho segmentu publika. Newsletter m\u016f\u017eete poslat jak sv\u00fdm z\u00e1kazn\u00edk\u016fm, tak i t\u011bm, kte\u0159\u00ed se teprve zaj\u00edmaj\u00ed o to, co d\u011bl\u00e1te.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u016f\u017eete pos\u00edlat i&nbsp;prodejn\u00ed nab\u00eddky &#8211; e-maily, jejich\u017e hlavn\u00edm c\u00edlem je prodej. Prodejn\u00ed nab\u00eddka obsahuje p\u0159edstaven\u00ed konkr\u00e9tn\u00edho produktu nebo prob\u00edhaj\u00edc\u00ed akce a p\u0159\u00edm\u00fd odkaz na webov\u00e9 str\u00e1nky, kde je mo\u017en\u00e9 produkt objednat. Takov\u00e9 e-maily byste ale nem\u011bli pos\u00edlat p\u0159\u00edli\u0161 \u010dasto, brzy se u\u017eivatel\u016fm omrz\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed mo\u017enost\u00ed je pos\u00edlat ozn\u00e1men\u00ed o novink\u00e1ch. Tento typ zpr\u00e1vy je kombinace newsletteru a prodejn\u00ed nab\u00eddky. Nap\u00ed\u0161ete o vylep\u0161en\u00ed sv\u00e9ho produktu nebo slu\u017eby, co\u017e nal\u00e1k\u00e1 st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky ji co nejd\u0159\u00edve vyzkou\u0161et, a popostr\u010d\u00ed v\u0161echny v\u00e1haj\u00edc\u00ed k tomu s v\u00e1mi kone\u010dn\u011b za\u010d\u00edt spolupracovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zamyslete se nad t\u00edm, zda nen\u00ed vhodn\u00e9 del\u0161\u00ed sd\u011blen\u00ed rozd\u011blit do n\u011bkolika \u010d\u00e1st\u00ed a postupn\u011b je zas\u00edlat t\u011bm, kte\u0159\u00ed maj\u00ed z\u00e1jem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">N\u00e1stroje pro e-mailov\u00fd marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mailer je obvykle speci\u00e1ln\u00ed aplikace hostovan\u00e1 na serveru (nej\u010dast\u011bji v cloudu), kter\u00e1 slou\u017e\u00ed k rozes\u00edl\u00e1n\u00ed email marketingov\u00fdch kampan\u00ed a k jejich m\u011b\u0159en\u00ed. V\u00fdhodou tohoto \u0159e\u0161en\u00ed je fakt, \u017ee jen plat\u00edte pravideln\u00fd m\u011bs\u00ed\u010dn\u00ed pau\u0161\u00e1l a aplikace se o v\u0161e ostatn\u00ed star\u00e1 za v\u00e1s &#8211; nemus\u00edte ji\u017e \u0159e\u0161it \u017e\u00e1dn\u00fd SMTP server, nefunk\u010dnost propojen\u00ed apod. M\u00e9n\u011b \u010dast\u011bji se m\u016f\u017eete setkat tak\u00e9 s aplikacemi, kter\u00e9 si nainstalujete na sv\u016fj server. Existuj\u00ed tak\u00e9 \u0159e\u0161en\u00ed pro email marketing integrovan\u00e1 p\u0159\u00edmo do redak\u010dn\u00edho syst\u00e9mu \u010di e-shopu, nap\u0159\u00edklad speci\u00e1ln\u00ed pluginy pro <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/wordpress-webove-stranky-pro-vsechny\/\">WordPress<\/a>. Nev\u00fdhodou je, \u017ee pot\u0159ebujete je\u0161t\u011b SMTP server, p\u0159es kter\u00fd se zpr\u00e1vy budou pos\u00edlat (v\u00e1\u0161 hosting v\u00e1m toti\u017e nejsp\u00ed\u0161e nedovol\u00ed pos\u00edlat velk\u00e9 mno\u017estv\u00ed e-mail\u016f a pokud ano, nebude to d\u011blat spr\u00e1vn\u011b).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_mailer-1160x798-1.png\" alt=\"Neprogramujte sv\u016fj emailingov\u00fd n\u00e1stroj, vyu\u017eijte ji\u017e vytvo\u0159en\u00e1 \u0159e\u0161en\u00ed, kter\u00e1 jsou p\u0159ipraven\u00e1 a spravovan\u00e1 profesion\u00e1ly. \" class=\"wp-image-2405\"\/><figcaption class=\"wp-element-caption\">Vyberte si spr\u00e1vn\u00fd emailingov\u00fd n\u00e1stroj<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na co se p\u0159i v\u00fdb\u011bru maileru zam\u011b\u0159\u00edte hodn\u011b z\u00e1le\u017e\u00ed na <strong>va\u0161ich priorit\u00e1ch<\/strong> a na tom, jak email marketing <strong>pl\u00e1nujete vyu\u017e\u00edvat<\/strong>, ale i tak lze vybrat p\u00e1r z\u00e1kladn\u00edch bod\u016f, na kter\u00e9 se zam\u011b\u0159it. Mezi ty hlavn\u00ed funkce, kter\u00e9 byste od sv\u00e9ho maileru m\u011bli vy\u017eadovat, pat\u0159\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>p\u0159edp\u0159ipraven\u00e9 \u0161ablony e-mail\u016f<\/li>\n\n\n\n<li>tvorba e-mail\u016f pomoc\u00ed <a href=\"https:\/\/cs.wikipedia.org\/wiki\/WYSIWYG\" target=\"_blank\" rel=\"noopener\">WYSIWYG<\/a> editoru<\/li>\n\n\n\n<li>mo\u017enost pos\u00edlat e-mail v podob\u011b HTML i \u010dist\u00e9ho textu<\/li>\n\n\n\n<li>mo\u017enost n\u00e1hledu e-mailu v r\u016fzn\u00fdch za\u0159\u00edzen\u00edch<\/li>\n\n\n\n<li>mo\u017enosti segmentace podle va\u0161ich pot\u0159eb, automatick\u00e9 segmenty<\/li>\n\n\n\n<li>mo\u017enosti personalizace<\/li>\n\n\n\n<li>sklo\u0148ov\u00e1n\u00ed jmen a p\u0159\u00edjmen\u00ed<\/li>\n\n\n\n<li>A\/B testov\u00e1n\u00ed e-mail\u016f podle m\u00edry otev\u0159en\u00ed a podle m\u00edry prokliku<\/li>\n\n\n\n<li>mo\u017enost rozesl\u00e1n\u00ed testovac\u00edch e-mail\u016f<\/li>\n\n\n\n<li>mo\u017enost ov\u011b\u0159en\u00ed e-mailu podle spam checkeru<\/li>\n\n\n\n<li>vytv\u00e1\u0159en\u00ed c\u00edlov\u00fdch str\u00e1nek \u010di formul\u00e1\u0159\u016f pro sb\u011br kontakt\u016f<\/li>\n\n\n\n<li>vytv\u00e1\u0159en\u00ed anket \u010di dotazn\u00edk\u016f<\/li>\n\n\n\n<li>mo\u017enost integrace s dal\u0161\u00edmi syst\u00e9my p\u0159es plnohodnotn\u00e9 API<\/li>\n\n\n\n<li>d\u016fkladn\u00e9 statistiky kampan\u00ed (m\u011b\u0159en\u00ed m\u00edry otev\u0159en\u00ed, m\u011b\u0159en\u00ed m\u00edry prokliku), zas\u00edl\u00e1n\u00ed report\u016f na e-mail<\/li>\n\n\n\n<li>mo\u017enost pl\u00e1nov\u00e1n\u00ed email\u016f<\/li>\n\n\n\n<li>automatick\u00e9 ozna\u010dov\u00e1n\u00ed kampan\u011b UTM parametry<\/li>\n\n\n\n<li>autoresponder<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Term\u00edn autoresponder ozna\u010duje automaticky zas\u00edlan\u00fd e-mail, nap\u0159\u00edklad po registraci na va\u0161ich str\u00e1nk\u00e1ch, uplynut\u00ed 2 t\u00fddn\u016f od n\u00e1kupu, del\u0161\u00ed dob\u011b ne\u010dinnosti apod. Funguje na principu za\u0159azen\u00ed u\u017eivatele do p\u0159ipraven\u00e9ho procesu, skrze kter\u00fd lze podporovat zna\u010dku a jej\u00ed d\u016fv\u011bryhodnost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud s email marketingem teprve za\u010d\u00edn\u00e1te, bude pro v\u00e1s nejsp\u00ed\u0161e <strong>cena d\u016fle\u017eit\u011bj\u0161\u00ed<\/strong> ne\u017e speci\u00e1ln\u00ed funkce. N\u011bkter\u00e9 mailery nab\u00edz\u00ed tarify <strong>zdarma<\/strong>, pokud se vejdete do vy\u0161\u0161\u00edch stovek kontakt\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i v\u00fdb\u011bru je tak\u00e9 dobr\u00e9 zv\u00e1\u017eit, zda k vybran\u00e9mu syst\u00e9mu pro email marketing existuje <strong>dokumentace<\/strong>, <strong>n\u00e1vody<\/strong> \u010di <strong>za\u0161kolen\u00ed<\/strong>, kter\u00e9 v\u00e1s s n\u00edm nau\u010d\u00ed, a <strong>podpora<\/strong> (v \u010de\u0161tin\u011b nebo v angli\u010dtin\u011b). Tak\u00e9 je dobr\u00e9 si otestovat, jak p\u0159ehledn\u00e9 je rozhran\u00ed aplikace a zda se v\u00e1m s n\u00ed dob\u0159e pracuje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podle serveru 5nej.cz je pro za\u010d\u00e1te\u010dn\u00edky i profesion\u00e1ly nejlep\u0161\u00ed volbou \u010desk\u00fd syst\u00e9m pro e-mailov\u00fd marketing <a href=\"https:\/\/www.ecomail.cz\/\" target=\"_blank\" rel=\"noopener\">Ecomail<\/a>. Ecomail je p\u0159ehledn\u00fd a p\u0159itom nab\u00edz\u00ed zaj\u00edmav\u00e9 mo\u017enosti automatizace va\u0161\u00ed e-mailov\u00e9 kampan\u011b a zefektivn\u011bn\u00ed propagace prost\u0159ednictv\u00edm elektronick\u00e9 po\u0161ty. Aplikace nab\u00edz\u00ed editor e-mail\u016f, A\/B testov\u00e1n\u00ed a podrobnou segmentaci klient\u016f, d\u00edky kter\u00e9 zac\u00edl\u00edte sv\u00e9 e-maily co nejp\u0159esn\u011bji a z\u00edsk\u00e1te tak vy\u0161\u0161\u00ed \u0161ance na prodej. Cena provozu je v\u00fdhodn\u00e1, do 200 kontakt\u016f m\u016f\u017eete slu\u017ebu testovat zdarma; od 200 do 500 kontakt\u016f pak zaplat\u00edte 150 K\u010d m\u011bs\u00ed\u010dn\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_smartemailing_1-1160x600-1.jpg\" alt=\"Se SmartEmailingem m\u00e1m kr\u00e1tkou zku\u0161enost, ale nakonec spolupr\u00e1ce s klientem, kter\u00fd ho pou\u017e\u00edval nepokra\u010dovala, v\u011bt\u0161\u00ed zku\u0161enost m\u00e1m s ji\u017e zm\u00edn\u011bn\u00fdm Ecomailem. Ecomail je skv\u011bl\u00fd n\u00e1stroj pro emailing. Pokud mohu doporu\u010dit n\u011bco na start, pak je to Ecomail.\" class=\"wp-image-2408\" style=\"width:821px;height:424px\"\/><figcaption class=\"wp-element-caption\"><meta charset=\"utf-8\">SmartEmailing nab\u00edz\u00ed 14 dn\u00ed na vyzkou\u0161en\u00ed zdarma, to je dost na \u010dasu na vyzkou\u0161en\u00ed, zdali si budete rozum\u011bt<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00edmi u\u017e\u00edvan\u00fdmi mailery jsou <a href=\"https:\/\/www.smartemailing.cz\/zdarma\" target=\"_blank\" rel=\"noopener\">SmartEmailing<\/a>, <a href=\"https:\/\/www.getresponse.com\/?serv=adwords&amp;camp=EMEA_Czech_CZ_Brand&amp;kw=getresponse&amp;type=e&amp;gclid=Cj0KCQiA4b2MBhD2ARIsAIrcB-QtvlQVAVYxqlk5gK3QMqClaOzHMxzYVS7sMTMbP2jNf_jhogG_tW0aAs2FEALw_wcB\" target=\"_blank\" rel=\"noopener\">GetResponse<\/a>, <a href=\"https:\/\/www.mailerlite.com\/\" target=\"_blank\" rel=\"noopener\">Mailer Lite<\/a>, <a href=\"https:\/\/www.aweber.com\/easy-email.htm\" target=\"_blank\" rel=\"noopener\">AWeber<\/a>, <a href=\"https:\/\/www.activecampaign.com\/?_r=47YBVU7X&amp;utm_source=-&amp;utm_medium=-&amp;utm_campaign=-&amp;url=%7blpurl%7d\" target=\"_blank\" rel=\"noopener\">Activecampaign<\/a>, <a href=\"https:\/\/www.sendinblue.com\/\" target=\"_blank\" rel=\"noopener\">Sendinblue<\/a> nebo <a href=\"https:\/\/www.mail-komplet.cz\/\" target=\"_blank\" rel=\"noopener\">Mail Komplet<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud mohu doporu\u010dit, za\u010dn\u011bte s Ecomailem nebo se SmartEmailingem. Pokud pracujete se <strong>zahrani\u010dn\u00ed datab\u00e1z\u00ed<\/strong> a zas\u00edl\u00e1te emaily v <strong>anglick\u00e9m jazyce<\/strong>, pak jd\u011bte s GetResponse nebo AWeber.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Statistiky<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jak ji\u017e bylo zm\u00edn\u011bno, email marketing je velmi dob\u0159e <strong>m\u011b\u0159iteln\u00fd<\/strong>. Jak\u00e9 v\u0161echny metriky m\u016f\u017eete u sv\u00e9 e-mailov\u00e9 kampan\u011b sledovat?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V prvn\u00ed \u0159ad\u011b m\u016f\u017eete sledovat data t\u00fdkaj\u00edc\u00ed se va\u0161\u00ed datab\u00e1ze p\u0159\u00edjemc\u016f. M\u016f\u017eete sledovat celkov\u00fd po\u010det aktivn\u00edch p\u0159\u00edjemc\u016f e-mail\u016f v datab\u00e1zi, procentu\u00e1ln\u00ed p\u0159\u00edr\u016fstek p\u0159\u00edjemc\u016f v datab\u00e1zi za ur\u010dit\u00e9 obdob\u00ed a z\u00e1rove\u0148 i jejich \u00fabytek (tento \u00fadaj je velmi d\u016fle\u017eit\u00e9 sledovat &#8211; n\u00e1hl\u00e9 zv\u00fd\u0161en\u00ed po\u010dtu odhl\u00e1\u0161en\u00fdch p\u0159\u00edjemc\u016f napov\u00edd\u00e1, \u017ee cosi ve va\u0161\u00ed kampani p\u0159est\u00e1v\u00e1 fungovat) a tak\u00e9 i kolik procent n\u00e1v\u0161t\u011bvn\u00edk\u016f va\u0161eho webu se registrovalo k odb\u011bru va\u0161ich e-mail\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed metriky u\u017e se t\u00fdkaj\u00ed konkr\u00e9tn\u011b va\u0161\u00ed kampan\u011b. Mailery dok\u00e1\u017eou zanalyzovat, kolika procent\u016fm p\u0159\u00edjemc\u016f se e-mail <strong>nepoda\u0159ilo doru\u010dit<\/strong>, a dokonce i z jak\u00e9ho d\u016fvodu &#8211; tzv. hard bounce, kdy u\u017e dan\u00e1 <strong>adresa \u010di dom\u00e9na neexistuje<\/strong>, oproti soft bounce rate, kdy m\u00e1 p\u0159\u00edjemce pr\u00e1v\u011b <strong>plnou schr\u00e1nku<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9794\" class=\"elementor elementor-9794\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">TIP na ebook ZDARMA: Bu\u010fte \u00daSP\u011a\u0160N\u00cd na soci\u00e1ln\u00edch s\u00edt\u00edch s 21 nejv\u00edc TRENDY t\u00e9maty pro TVORBU vide\u00ed a p\u0159\u00edsp\u011bvk\u016f na Instagram, TikTok, YouTube, Threads, LinkedIn, X a Facebook\n(PDF)<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_21_video_ideas\" name=\"blog form 21 temat na videa a prispevky\" aria-label=\"blog form 21 temat na videa a prispevky\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9794\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Otev\u0159en\u00ed e-mail\u016f se m\u011b\u0159\u00ed pomoc\u00ed tzv. <strong>m\u011b\u0159\u00edc\u00ed te\u010dky<\/strong>, obvykle pr\u016fhledn\u00e9ho obr\u00e1zku o velikosti 1 \u00d7 1 pixel um\u00edst\u011bn\u00e9ho v pati\u010dce e-mailu, kter\u00fd je unik\u00e1tn\u00ed pro ka\u017ed\u00e9ho p\u0159\u00edjemce v dan\u00e9 kampani. Pr\u00e1v\u011b z tohoto d\u016fvodu Outlook a dal\u0161\u00ed n\u00e1stroje nestahuj\u00ed obr\u00e1zky k e-mailu, dokud to u\u017eivatel nepovol\u00ed. Tato statistika je t\u00edm p\u00e1dem <strong>nep\u0159esn\u00e1<\/strong> a slou\u017e\u00ed pouze jako <strong>orienta\u010dn\u00ed<\/strong>, ale vyplat\u00ed se sledovat jej\u00ed <strong>zm\u011bny v \u010dase<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prokliky m\u011b\u0159\u00ed mailery tak, \u017ee ka\u017ed\u00fd odkaz v e-mailu nahrad\u00ed odkazem vedouc\u00edm na po\u010d\u00edtadlo dan\u00e9ho maileru (odkud je pak p\u0159\u00edjemce po zapo\u010d\u00edt\u00e1n\u00ed p\u0159esm\u011brov\u00e1n na v\u00fdslednou str\u00e1nku). Tento odkaz b\u00fdv\u00e1 unik\u00e1tn\u00ed pro ka\u017ed\u00e9ho p\u0159\u00edjemce, tak\u017ee mailingov\u00e9 n\u00e1stroje dovedou sledovat prokliky z ka\u017ed\u00e9ho konkr\u00e9tn\u00edho e-mailu konkr\u00e9tn\u00edm \u010dlov\u011bkem. D\u00e1le m\u016f\u017eete i m\u011b\u0159it, kolik lid\u00ed v\u00e1\u0161 e-mail p\u0159eposlalo d\u00e1l \u010di kolik jich e-mail sd\u00edlelo na soci\u00e1ln\u00ed s\u00edti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud budete schopni zkombinovat email marketing a <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">reklamu na Facebooku<\/a> nebo t\u0159eba <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-reklama\/\">TikToku<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/linkedin-socialni-sit\/\">LinkedInu<\/a> a <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-na-twitteru\/\">Twitteru<\/a>, p\u0159\u00edpadn\u011b pak je\u0161t\u011b <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">PPC reklamu v Google Ads a Skliku<\/a> -&gt; z\u0159ejm\u011b dos\u00e1hnete ide\u00e1ln\u00ed kombinace, kter\u00e1 se bude navz\u00e1jem dopl\u0148ovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Porovn\u00e1n\u00ed PPC reklama vs email reklama<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">U jednoho z m\u00fdch letit\u00fdch klient\u016f jsme n\u011bkdy cca p\u0159ed rokem a p\u016fl za\u010dali trochu v\u00edce fu\u0161ovat do emailingu. Nejprve jsme vyzkou\u0161eli reklamu na soci\u00e1ln\u00edch s\u00edt\u00edch (jednalo se o <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">reklamu na Facebooku<\/a>), ale ta prost\u011b ned\u00e1vala u produkt\u016f tohoto klienta smysl &#8211; nem\u011bla pozitivn\u00ed n\u00e1vratnost. Byli jsme nuceni reklamu upravit tak, abychom s n\u00ed budovali pov\u011bdom\u00ed, ale s touto investic\u00ed nesouhlasil klient, proto jsme tuto aktivitu zastavili. O\u010dek\u00e1val v\u00fdsledky ihned i po dlouh\u00fdch debat\u00e1ch. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pot\u00e9 jsme se spole\u010dn\u011b obuli do <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">PPC reklamy v Skliku a Google Ads<\/a>. Zde jsme ji\u017e za\u010dali doru\u010dovat velice zaj\u00edmav\u00e1 \u010d\u00edsla. Pr\u016fm\u011br za posledn\u00ed rok je <strong>PNO mezi 12 &#8211; 18 %<\/strong>. Obratov\u011b se bav\u00edme o tom, \u017ee skrze PPC reklamu na pravideln\u00e9 b\u00e1zi doru\u010dujeme obrat okolo 60 000 &#8211; 100 000 K\u010d m\u011bs\u00ed\u010dn\u011b p\u0159i investici do m\u00e9di\u00ed okolo 10 000 K\u010d. Prostor pro nav\u00fd\u0161en\u00ed bidu a investic je, ale v\u017edy n\u00e1m pot\u00e9 za\u010dala klesat efektivita reklamy a s t\u00edm nesouhlasil klient.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_PPC_reklama_Google_Ads-1160x318-1.jpg\" alt=\"Email reklama je skute\u010dn\u011b siln\u00fd n\u00e1stroj, pokud je spr\u00e1vn\u011b pou\u017eita. U n\u00e1s emailing v porovn\u00e1n\u00ed s PPC reklamou jednozna\u010dn\u011b vede. Je ale pot\u0159eba \u0159\u00edct, \u017ee je t\u0159eba neust\u00e1le dopl\u0148ovat nov\u00e9 z\u00e1kazn\u00edky do tohoto emailingu, jinak bude postupn\u011b um\u00edrat.\" class=\"wp-image-2412\"\/><figcaption class=\"wp-element-caption\">Screenshot n\u00e1m ukazuje, \u017ee jsme skrze placenou propagaci v Google Ads p\u0159inesli 197 konverz\u00ed s obratem 333 699 K\u010d (investovali jsme okolo 60 000 K\u010d do m\u00e9di\u00ed)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S klientem jsme si \u0159\u00edkali not bad, ale co takhle je\u0161t\u011b vyzkou\u0161et nap\u0159. email reklamu? P\u0159eci jenom v\u011bt\u0161ina na\u0161\u00ed c\u00edlov\u00e9 skupiny jsou <strong>star\u0161\u00ed u\u017eivatel\u00e9 (40+)<\/strong> a mo\u017en\u00e1 by bylo vhodn\u011bj\u0161\u00ed otestovat emailing. \u0160li jsme do toho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e1\u0161 email marketing nen\u00ed \u017e\u00e1dn\u00e1 raketov\u00e1 v\u011bda. Nap\u00ed\u0161e se \u010dl\u00e1nek na blog, kde mimo p\u0159idanou hodnotu v podob\u011b informac\u00ed, zp\u011btn\u00e9 vazby od z\u00e1kazn\u00edk\u016f, novinek a slev, prod\u00e1v\u00e1me samotn\u00e9 produkty. Na tento blog odkazuje emailing, kter\u00fd rozes\u00edl\u00e1me na <strong>aktivn\u00ed \u010d\u00e1st na\u0161\u00ed datab\u00e1ze<\/strong>. V\u00fdsledek za stejn\u00e9 obdob\u00ed jako u PPC reklamy v Google Ads (1. 1. 2021 &#8211; 13. 11. 2021)?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/11\/Cernovsky_email_marketing_vysledky_mailingu-1160x441-1.jpg\" alt=\"U tohoto klienta m\u00e1 emailing nepop\u00edratelnou v\u00e1hu, jeliko\u017e generuje v\u00edce konverzn\u00ed a ve v\u011bt\u0161\u00ed hodnot\u011b ne\u017e PPC reklama a nav\u00edc stoj\u00ed daleko m\u00e9n\u011b financ\u00ed takov\u00fd emailing nastavit. \" class=\"wp-image-2413\"\/><figcaption class=\"wp-element-caption\">Tady jsou v\u00fdsledky na\u0161eho emailingu &#8211; n\u00ed\u017ee rozepisuji detail<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><meta charset=\"utf-8\">Skrze emailing jsme vygenerovali <strong>310 transakc\u00ed<\/strong> s <strong>obratem 468 172 K\u010d<\/strong> &#8211; nutno podotknout, \u017ee jsme za toto obdob\u00ed <strong>rozeslali pouze 5 emailing\u016f!<\/strong> \u010dasov\u00e1 n\u00e1ro\u010dnost na spr\u00e1vu emailingu je cca 2-3x ni\u017e\u0161\u00ed ne\u017e na PPC a je\u0161t\u011b ke v\u0161emu neplat\u00edte nic za medi\u00e1ln\u00ed podporu, pouze hrad\u00edte samotn\u00fd n\u00e1stroj na m\u011bs\u00ed\u010dn\u00ed b\u00e1zi, ale to je v na\u0161em p\u0159\u00edpad\u011b cca 2 000 K\u010d \/ m\u011bs\u00edc<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketing je velmi <strong>\u00fa\u010dinn\u00fd kan\u00e1l p\u0159\u00edm\u00e9ho marketingu<\/strong> a vyu\u017e\u00edv\u00e1 p\u0159\u00edm\u00e9 komunikace s u\u017eivateli.&nbsp; Je to nejv\u00fdhodn\u011bj\u0161\u00ed on-line marketingov\u00fd kan\u00e1l. Email je st\u00e1le <strong>nejpou\u017e\u00edvan\u011bj\u0161\u00edm prost\u0159edkem<\/strong> pro komunikaci na sv\u011bt\u011b. Je to tedy skv\u011bl\u00fd zp\u016fsob, jak se spojit s obrovsk\u00fdm mno\u017estv\u00edm lid\u00ed, a m\u00e1 obecn\u011b vysokou n\u00e1vratnost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed v\u00fdhodou e-mail marketingu je jeho skv\u011bl\u00e1 cena, u mailer\u016f plat\u00edte za mno\u017estv\u00ed kontakt\u016f v datab\u00e1zi. D\u00edky u\u017e\u00edv\u00e1n\u00ed mailingov\u00fdch syst\u00e9m\u016f je email marketing tak\u00e9 pom\u011brn\u011b snadn\u00fd a vysoce automatizovan\u00fd.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nesporn\u011b nejv\u011bt\u0161\u00edm plusem e-mail marketingu je ale fakt, \u017ee e-mailov\u00fd kontakt se lidem zd\u00e1 daleko intimn\u011bj\u0161\u00ed ne\u017e ve\u0159ejn\u011bj\u0161\u00ed druhy reklamy. Navozuje pocit jedn\u00e1n\u00ed <strong>jeden na jednoho<\/strong> a t\u00edm p\u00e1dem vzbuzuje daleko v\u011bt\u0161\u00ed <strong>d\u016fv\u011bru<\/strong>. Tento efekt m\u016f\u017eete je\u0161t\u011b zv\u00fd\u0161it, pokud ve sv\u00fdch e-mailech vyu\u017eijete trochu personalizace, tak\u017ee se pak lid\u00e9 budou c\u00edtit, jako byste jim e-mail psali na m\u00edru.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><meta charset=\"utf-8\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>&nbsp;profil (sna\u017e\u00edm se, ale ne v\u017edycky to vyjde ????\u200d\u2642\ufe0f). Na&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagramu<\/a>&nbsp;najdete dal\u0161\u00ed tipy pro va\u0161i reklamu. St\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, najdete na m\u00e9m&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovsky_tomas\/\" target=\"_blank\" rel=\"noreferrer noopener\">osobn\u00edm Instagramu<\/a>, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se emailingov\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/muj-pribeh\/\">M\u016fj p\u0159\u00edb\u011bh<\/a>, m\u00e9 hodnoty naleznete na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/me-hodnoty\/\">M\u00e9 hodnoty<\/a> a m\u00e9 slu\u017eby najdete <a href=\"https:\/\/www.cernovsky.cz\/sluzby\/\">zde<\/a>. Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.strafelda.cz\/email-marketing\" target=\"_blank\" rel=\"noopener\">https:\/\/www.strafelda.cz\/email-marketing<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/clipsan.com\/blog\/email-marketing-kompletni-navod\/\" target=\"_blank\" rel=\"noopener\">https:\/\/clipsan.com\/blog\/email-marketing-kompletni-navod\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mioweb.cz\/slovnicek\/email-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.mioweb.cz\/slovnicek\/email-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.smartemailing.cz\/co-je-email-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.smartemailing.cz\/co-je-email-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.5nej.cz\/srovnani-nastroju-pro-e-mailovy-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.5nej.cz\/srovnani-nastroju-pro-e-mailovy-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Co je to email marketing? Email marketing (neboli e-mailing) je souhrnn\u00fd pojem pro \u010dinnost, kdy jsou k \u00fa\u010delu propagace slu\u017eby \u010di v\u00fdrobku vyu\u017e\u00edv\u00e1ny e-mailov\u00e9 zpr\u00e1vy. Zab\u00fdv\u00e1 se c\u00edlen\u00fdm rozes\u00edl\u00e1n\u00edm komer\u010dn\u00edch i nekomer\u010dn\u00edch zpr\u00e1v na p\u0159esn\u011b stanoven\u00e9 seznamy e-mailov\u00fdch adres, kter\u00fdm \u0159\u00edk\u00e1me datab\u00e1ze p\u0159\u00edjemc\u016f. Email marketing je velmi \u00fa\u010dinn\u00fd kan\u00e1l tzv. p\u0159\u00edm\u00e9ho marketingu, vyu\u017e\u00edv\u00e1 se p\u0159i [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5619,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"email marketing,e-mail marketing,emailing","footnotes":""},"categories":[9],"tags":[],"class_list":["post-2386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=2386"}],"version-history":[{"count":4,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2386\/revisions"}],"predecessor-version":[{"id":9832,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2386\/revisions\/9832"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/5619"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=2386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=2386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=2386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}