E-mailov\u00fd marketing je st\u00e1le kl\u00ed\u010dov\u00fdm n\u00e1strojem pro mnoho podnik\u016f. Z\u016fst\u00e1v\u00e1 jedn\u00edm z nej\u00fa\u010dinn\u011bj\u0161\u00edch zp\u016fsob\u016f, jak nav\u00e1zat a udr\u017eovat vztahy se z\u00e1kazn\u00edky. M\u00e1lokter\u00e9 spole\u010dnosti si mohou dovolit vlastn\u00ed mobiln\u00ed aplikaci, tak\u017ee pro v\u011bt\u0161inu je e-mailov\u00fd kontakt \u010dasto jedin\u00fdm \u0159e\u0161en\u00edm.<\/p>\n
Anal\u00fdza statistik o studen\u00fdch e-mailech (prodejn\u00ed e-maily zas\u00edlan\u00e9 n\u00e1hodn\u00fdm spole\u010dnostem) ukazuje, \u017ee m\u00edra otev\u0159en\u00ed e-mail\u016f za posledn\u00edch 6 m\u011bs\u00edc\u016f (10’25-03’26) klesla a\u017e o 40 %! Schr\u00e1nky p\u0159et\u00e9kaj\u00ed necht\u011bn\u00fdmi zpr\u00e1vami, kter\u00e9 nejsou p\u0159izp\u016fsobeny p\u0159\u00edjemci. Obsah generovan\u00fd AI nevytv\u00e1\u0159\u00ed \u017e\u00e1dnou anga\u017eovanost.<\/p>\n
M\u016f\u017eete \u0159\u00edci, \u017ee se m\u011b to net\u00fdk\u00e1, proto\u017ee nezas\u00edl\u00e1m necht\u011bn\u00e9 zpr\u00e1vy. Moje datab\u00e1ze se skl\u00e1d\u00e1 z odb\u011bratel\u016f, kte\u0159\u00ed se sami p\u0159ihl\u00e1sili k odb\u011bru newsletteru, proto\u017ee jsme nab\u00eddli 5% slevu na prvn\u00ed n\u00e1kup. No, ne tak docela.<\/p>\n
Za prv\u00e9, schr\u00e1nka pln\u00e1 e-mail\u016f generovan\u00fdch GPT pro va\u0161eho odb\u011bratele znamen\u00e1 m\u00e9n\u011b pozornosti pro ostatn\u00ed e-maily. Ztr\u00e1cej\u00ed se v hromad\u011b po\u0161ty a jsou t\u00e9m\u011b\u0159 automaticky smaz\u00e1ny spolu s ostatn\u00edmi zpr\u00e1vami.<\/p>\n
Za druh\u00e9, slab\u00fd e-mail od spole\u010dnosti, na kterou jsem se p\u0159ihl\u00e1sil, kon\u010d\u00ed ve stejn\u00e9 skupin\u011b jako velmi slab\u00fd e-mail generovan\u00fd AI. Slab\u00fd znamen\u00e1 nereaguj\u00edc\u00ed na pot\u0159eby, nereaguj\u00edc\u00ed na z\u00e1jmy. Jin\u00fdmi slovy – nepersonalizovan\u00fd.<\/p>\n
Personalizace a p\u0159izp\u016fsoben\u00fd obsah jsou nyn\u00ed nejd\u016fle\u017eit\u011bj\u0161\u00edmi metodami, jak vyniknout v p\u0159epln\u011bn\u00e9 schr\u00e1nce. Personalizace by v\u0161ak m\u011bla b\u00fdt odli\u0161ena od personalizace. Personalizace nen\u00ed pozdrav u\u017eivatele jeho jm\u00e9nem ve vokativu. Tuto \u010d\u00e1st lze v podstat\u011b p\u0159esko\u010dit. Personalizace v t\u00e9m\u011b\u0159 t\u0159et\u00ed dek\u00e1d\u011b 21. stolet\u00ed je individu\u00e1ln\u00ed p\u0159izp\u016fsoben\u00ed nab\u00eddky pro ka\u017ed\u00e9ho p\u0159\u00edjemce, automaticky. Tradi\u010dn\u00ed segmentace (demografie, historie n\u00e1kup\u016f, RFM) st\u00e1le v\u00edce nedok\u00e1\u017ee dr\u017eet krok s rychle se m\u011bn\u00edc\u00edmi preferencemi z\u00e1kazn\u00edk\u016f.<\/p>\n
Jak tedy personalizovat? Kl\u00ed\u010dem je segmentace publika. Bohu\u017eel \u0161patnou zpr\u00e1vou je, \u017ee segmentace, kterou zn\u00e1me z marketingov\u00fdch automatiza\u010dn\u00edch syst\u00e9m\u016f, je ji\u017e nedostate\u010dn\u00e1. Preference z\u00e1kazn\u00edk\u016f v e-commerce se m\u011bn\u00ed rychleji ne\u017e mo\u017enosti segmentace v samotn\u00e9m n\u00e1stroji, a rozhodn\u011b rychleji ne\u017e schopnost p\u0159izp\u016fsobit obsah t\u011bmto segment\u016fm.<\/p>\n
Marketingov\u00e1 odd\u011blen\u00ed vybaven\u00e1 n\u00e1stroji pro marketingovou automatizaci nemohou dr\u017eet krok se strategi\u00ed „dos\u00e1hnout rychleji s individu\u00e1ln\u011b p\u0159izp\u016fsoben\u00fdm obsahem“. Budov\u00e1n\u00ed a spr\u00e1va n\u011bkolika segment\u016f plus udr\u017eov\u00e1n\u00ed komunikace je ji\u017e velkou v\u00fdzvou. Rozd\u011blen\u00ed seznamu p\u0159\u00edjemc\u016f na nano-segmenty je obrovsk\u00fd \u00fakol, vy\u017eaduj\u00edc\u00ed obrovsk\u00fd t\u00fdm a obrovsk\u00fd rozpo\u010det. A tak se n\u00e1stroje pro marketingovou automatizaci st\u00e1vaj\u00ed n\u00e1stroji pro zas\u00edl\u00e1n\u00ed e-mail\u016f s n\u011bkolika triky, kter\u00e9 nikdo nepou\u017e\u00edv\u00e1.<\/p>\n
Pro \u00fasp\u011bch v e-mailov\u00e9m marketingu je prioritizace personalizace (a skute\u010dn\u011b nano-personalizace) nezbytn\u00e1 pro to, aby e-mailov\u00e9 kampan\u011b rezonovaly se z\u00e1kazn\u00edky a p\u0159in\u00e1\u0161ely v\u00fdsledky.<\/p>\n
Na prvn\u00ed pohled se to m\u016f\u017ee zd\u00e1t obt\u00ed\u017en\u00e9 implementovat. Teoreticky byste museli nastavit webov\u00e9 h\u00e1\u010dky\/streamingov\u00e9 ud\u00e1losti, nastavit API pro doporu\u010den\u00ed, implementovat n\u011bjak\u00e9 \u0159e\u0161en\u00ed pro zpracov\u00e1n\u00ed dynamick\u00fdch blok\u016f a funk\u010dn\u00edch vlajek. Jednodu\u0161\u0161\u00edm \u0159e\u0161en\u00edm je nastavit extern\u00ed vrstvu personalizace (mikroslu\u017ebu), kter\u00e1 p\u0159ij\u00edm\u00e1 sign\u00e1ly a rozhoduje, kter\u00e9 moduly vlo\u017eit — usnad\u0148uj\u00edc\u00ed iterace nez\u00e1visle na u\u017eivatelsk\u00e9m rozhran\u00ed MA n\u00e1stroje.<\/p>\n
Extern\u00ed vrstva personalizace je nez\u00e1visl\u00e1 slu\u017eba mimo marketingov\u00fd automatiza\u010dn\u00ed (MA) n\u00e1stroj, kter\u00e1:<\/p>\n
V\u00fdhodou tohoto \u0159e\u0161en\u00ed je odd\u011blen\u00ed logiky personalizace od rozhran\u00ed MA, co\u017e umo\u017e\u0148uje rychlej\u0161\u00ed iterace a implementace. Takov\u00fd n\u00e1stroj je tak\u00e9 centr\u00e1ln\u00edm m\u00edstem pro prediktivn\u00ed modely, pravidla a z\u00e1lo\u017en\u00ed \u0159e\u0161en\u00ed. Umo\u017e\u0148uje verzov\u00e1n\u00ed pravidel (a nejen pravidel) a A\/B testy nez\u00e1visle na MA.<\/p>\n
Takov\u00e1 mikroslu\u017eba, i kdy\u017e mnohem jednodu\u0161\u0161\u00ed pro u\u017eivatele, je poskytov\u00e1na spole\u010dnost\u00ed Quarticon – AI-mails<\/strong>. AI-mails jsou p\u0159esn\u011b extern\u00ed vrstva personalizace v e-mailov\u00e9m marketingu<\/a>.<\/p>\n V na\u0161em \u0159e\u0161en\u00ed jsme \u0161li je\u0161t\u011b d\u00e1l – syst\u00e9m vrac\u00ed v\u00fdsledky nikoli ve form\u011b instrukc\u00ed, kter\u00e9 je t\u0159eba integrovat s marketingov\u00fdm automatiza\u010dn\u00edm syst\u00e9mem, ale ve form\u011b hotov\u00fdch produktov\u00fdch blok\u016f (obr\u00e1zk\u016f)<\/strong>, kter\u00e9 je velmi snadn\u00e9 vlo\u017eit do obsahu e-mailu. T\u00edmto zp\u016fsobem je dosa\u017eeno maxim\u00e1ln\u00ed jednoduchosti implementace.<\/p>\n Jak obecn\u011b funguje mikroslu\u017eba Quarticon pro nano-personalizaci e-mail\u016f? Chcete m\u00edt produktov\u00fd blok se 6 produkty p\u0159izp\u016fsoben\u00fdmi pro ka\u017ed\u00e9ho u\u017eivatele – p\u0159id\u00e1te k\u00f3d 6 obr\u00e1zk\u016f (a odkaz\u016f) do sv\u00e9ho e-mailu a ode\u0161lete ho. Neprov\u00e1d\u00edte \u017e\u00e1dnou segmentaci, \u017e\u00e1dn\u00fd v\u00fdb\u011br produkt\u016f. Chcete odeslat jarn\u00ed nab\u00eddku za m\u011bs\u00edc – zm\u011bn\u00edte „Zimn\u00ed nab\u00eddka“ na „Jarn\u00ed nab\u00eddka“ v e-mailu a ode\u0161lete ho. Obr\u00e1zkovou \u010d\u00e1st v\u016fbec nem\u011bn\u00edte, produkty nedefinujete.<\/p>\n Za t\u00edmto \u0159e\u0161en\u00edm stoj\u00ed cel\u00e1 rozhodovac\u00ed vrstva – modely ML, \u00falo\u017ei\u0161t\u011b ud\u00e1lost\u00ed, v\u00fdpo\u010det funkc\u00ed, mapov\u00e1n\u00ed obsahu (nejen produkt\u016f) nebo spr\u00e1va experiment\u016f. To v\u0161e je poskytov\u00e1no „v bal\u00ed\u010dku“. Bez slo\u017eit\u00e9 infrastruktury m\u016f\u017eete dos\u00e1hnout \u00farovn\u011b personalizace nab\u00eddky v e-mailech, kterou nejv\u011bt\u0161\u00ed hr\u00e1\u010di se sv\u00fdmi syst\u00e9my nedos\u00e1hli.<\/p>\n <\/a>Po\u017e\u00e1dat o demo<\/a><\/p>\n Budoucnost e-mailov\u00e9ho marketingu v siln\u011b konkuren\u010dn\u00edm prost\u0159ed\u00ed z\u00e1vis\u00ed na personalizovan\u00e9m obsahu (a dokonce nano-personalizovan\u00e9m), aby vynikl v p\u0159epln\u011bn\u00fdch schr\u00e1nk\u00e1ch. V e-commerce je to kl\u00ed\u010dov\u00e9 a snadno m\u011b\u0159iteln\u00e9 – zvy\u0161uje m\u00edru otev\u0159en\u00ed, m\u00edru prokliku, konverze.<\/p>\n Plat\u00ed to i pro dal\u0161\u00ed odv\u011btv\u00ed – vydavatelstv\u00ed (placen\u00fd obsah), m\u00e9dia, inzertn\u00ed slu\u017eby, VOD slu\u017eby. Data a anal\u00fdza jsou kl\u00ed\u010dov\u00e9 pro optimalizaci strategi\u00ed e-mailov\u00e9ho marketingu, ale nejsou tam, aby se nad nimi p\u0159em\u00fd\u0161lelo. Data z p\u0159edchoz\u00edho m\u011bs\u00edce v e-commerce jsou ji\u017e histori\u00ed. V\u0161e se d\u011bje tady a te\u010f, v re\u00e1ln\u00e9m \u010dase.<\/p>\n <\/a>Po\u017e\u00e1dat o demo<\/a><\/p>\n Ne, Quarticon AI-mails negeneruj\u00ed obsah a v\u016fbec nepou\u017e\u00edvaj\u00ed Generative Pre-trained Transformers (GPT). Pou\u017e\u00edvaj\u00ed AI k anal\u00fdze chov\u00e1n\u00ed u\u017eivatel\u016f a doporu\u010duj\u00ed spr\u00e1vn\u00e9 produkty nebo obsah, kter\u00fd ji\u017e m\u00e1te (nap\u0159. produkty v e-commerce, filmy ve VOD slu\u017eb\u00e1ch nebo blogov\u00e9 p\u0159\u00edsp\u011bvky\/\u010dl\u00e1nky) spr\u00e1vn\u00e9mu publiku ve spr\u00e1vn\u00fd \u010das. Je to dal\u0161\u00ed oblast AI, naz\u00fdvan\u00e1 prediktivn\u00ed AI.<\/p>\n","protected":false},"excerpt":{"rendered":" Schr\u00e1nky p\u0159et\u00e9kaj\u00ed necht\u011bn\u00fdmi zpr\u00e1vami. Obsah generovan\u00fd AI nevytv\u00e1\u0159\u00ed \u017e\u00e1dnou anga\u017eovanost. -40 % v m\u00ed\u0159e otev\u0159en\u00ed. Co se d\u011bje s e-mailov\u00fdm marketingem nyn\u00ed?<\/p>\n","protected":false},"author":1,"featured_media":16279,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16278","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=16278"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16278\/revisions"}],"predecessor-version":[{"id":16280,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16278\/revisions\/16280"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16279"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16278"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16278"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16278"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Budoucnost e-mailov\u00e9ho marketingu<\/h3>\n
Generuj\u00ed AI-mails obsah e-mail\u016f?<\/h3>\n