{"id":16311,"date":"2026-09-29T12:05:51","date_gmt":"2026-09-29T12:05:51","guid":{"rendered":"https:\/\/blog.quarticon.com\/cz\/?p=16311"},"modified":"2026-09-29T12:05:51","modified_gmt":"2026-09-29T12:05:51","slug":"hromadne-ziskavani-e-mailu-dnes-prinasi-opacny-efekt","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/hromadne-ziskavani-e-mailu-dnes-prinasi-opacny-efekt\/","title":{"rendered":"Hromadn\u00e9 z\u00edsk\u00e1v\u00e1n\u00ed e-mail\u016f dnes p\u0159in\u00e1\u0161\u00ed opa\u010dn\u00fd efekt"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Market\u00e9\u0159i byli po l\u00e9ta nab\u00e1d\u00e1ni ke shroma\u017e\u010fov\u00e1n\u00ed co nejv\u011bt\u0161\u00edho po\u010dtu e-mailov\u00fdch adres. Logika se zd\u00e1la b\u00fdt jednoduch\u00e1: vybudovat co nejv\u011bt\u0161\u00ed skupinu p\u0159\u00edjemc\u016f, rozes\u00edlat v\u00edce kampan\u00ed a nakonec p\u0159esv\u011bd\u010dit ur\u010dit\u00e9 procento odb\u011bratel\u016f k n\u00e1kupu.<\/p>\n<p class=\"wp-block-paragraph\">Tato logika v\u0161ak p\u0159est\u00e1v\u00e1 fungovat.<\/p>\n<p class=\"wp-block-paragraph\">Velk\u00fd mailingov\u00fd seznam nen\u00ed automaticky hodnotnou skupinou p\u0159\u00edjemc\u016f. Pokud se na n\u011bm nach\u00e1zej\u00ed lid\u00e9, kte\u0159\u00ed poskytli svou adresu pouze proto, aby odemkli slevu, dokon\u010dili n\u00e1kup nebo opustili ko\u0161\u00edk, m\u016f\u017ee jeho velikost maskovat z\u00e1va\u017enou slabinu: n\u00edzkou m\u00edru n\u00e1kupn\u00edho z\u00e1m\u011bru. Nadm\u011brn\u011b roz\u0161\u00ed\u0159en\u00e1 datab\u00e1ze pln\u00e1 nezapojen\u00fdch odb\u011bratel\u016f m\u016f\u017ee zhor\u0161it doru\u010ditelnost zpr\u00e1v, zv\u00fd\u0161it marketingov\u00e9 n\u00e1klady, zt\u00ed\u017eit \u00fa\u010dinnou segmentaci a nau\u010dit potenci\u00e1ln\u00ed z\u00e1kazn\u00edky ignorovat budouc\u00ed komunikaci.<\/p>\n<p class=\"wp-block-paragraph\">C\u00edlem by ji\u017e nem\u011blo b\u00fdt z\u00edskat ka\u017ed\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka. C\u00edlem by m\u011blo b\u00fdt vytvo\u0159it lep\u0161\u00ed zku\u0161enost pro ka\u017ed\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka &#8211; bez ohledu na to, zda sv\u00e9 \u00fadaje poskytne, \u010di nikoli.<\/p>\n<h2 class=\"wp-block-heading\">Nev\u00fdhody hromadn\u00e9ho z\u00edsk\u00e1v\u00e1n\u00ed e-mailov\u00fdch adres<\/h2>\n<p class=\"wp-block-paragraph\">P\u0159edstavme si datab\u00e1zi 100 000 odb\u011bratel\u016f, kter\u00e1 generuje m\u00edru otev\u0159en\u00ed na \u00farovni 2 % a m\u00edru proklik\u016f ve v\u00fd\u0161i 0,1 %. Rozsah vypad\u00e1 p\u016fsobiv\u011b, ale aktivn\u00ed skupina p\u0159\u00edjemc\u016f je mimo\u0159\u00e1dn\u011b mal\u00e1. V\u011bt\u0161ina p\u0159\u00edjemc\u016f se nezapojuje a opakovan\u00e9 pokusy o jejich osloven\u00ed mohou zp\u016fsobit \u0159adu probl\u00e9m\u016f.<\/p>\n<h3 class=\"wp-block-heading\">1) M\u016f\u017ee po\u0161kodit reputaci odes\u00edlatele<\/h3>\n<p class=\"wp-block-paragraph\">Poskytovatel\u00e9 e-mailov\u00fdch slu\u017eeb hodnot\u00ed zp\u016fsob, jak\u00fdm p\u0159\u00edjemci na zpr\u00e1vy reaguj\u00ed. N\u00edzk\u00e1 m\u00edra zapojen\u00ed, maz\u00e1n\u00ed zpr\u00e1v, hl\u00e1\u0161en\u00ed spamu a odhl\u00e1\u0161en\u00ed odb\u011bru mohou signalizovat, \u017ee odes\u00edlatel neposkytuje hodnotn\u00fd obsah.<\/p>\n<p class=\"wp-block-paragraph\">S poklesem m\u00edry zapojen\u00ed m\u016f\u017ee st\u00e1le v\u00edce zpr\u00e1v kon\u010dit ve slo\u017ece se spamem nebo nab\u00eddkami. Net\u00fdk\u00e1 se to pouze neaktivn\u00edch odb\u011bratel\u016f. M\u016f\u017ee se tak\u00e9 sn\u00ed\u017eit pravd\u011bpodobnost, \u017ee skute\u010dn\u011b zainteresovan\u00ed z\u00e1kazn\u00edci uvid\u00ed d\u016fle\u017eit\u00e9 zpr\u00e1vy.<\/p>\n<p class=\"wp-block-paragraph\">Slab\u00fd seznam se tak m\u016f\u017ee st\u00e1t probl\u00e9mem s doru\u010ditelnost\u00ed pro cel\u00fd e-mailov\u00fd program.<\/p>\n<h3 class=\"wp-block-heading\">2) Pl\u00fdtv\u00e1 marketingov\u00fdm rozpo\u010dtem<\/h3>\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00e1 kampa\u0148 generuje n\u00e1klady. Pat\u0159\u00ed mezi n\u011b poplatky za platformu (nota bene, \u010d\u00edm v\u00edce slab\u00fdch odb\u011bratel\u016f, t\u00edm vy\u0161\u0161\u00ed n\u00e1klady), n\u00e1klady na p\u0159\u00edpravu a produkci materi\u00e1l\u016f, spr\u00e1vu dat, testov\u00e1n\u00ed a reporting, stejn\u011b jako \u010das zam\u011bstnanc\u016f. Rozes\u00edl\u00e1n\u00ed kampan\u011b velk\u00e9 skupin\u011b lid\u00ed, kte\u0159\u00ed zpr\u00e1vu pravd\u011bpodobn\u011b neotev\u0159ou ani nekliknou na \u017e\u00e1dn\u00fd odkaz, m\u016f\u017ee p\u0159in\u00e9st z\u00e1pornou n\u00e1vratnost, i kdy\u017e se n\u00e1klady na odesl\u00e1n\u00ed jednotliv\u00e9ho e-mailu zdaj\u00ed n\u00edzk\u00e9.<\/p>\n<p class=\"wp-block-paragraph\">Probl\u00e9m je je\u0161t\u011b z\u0159eteln\u011bj\u0161\u00ed, kdy\u017e zna\u010dky vyu\u017e\u00edvaj\u00ed automatizaci ke zv\u00fd\u0161en\u00ed frekvence kampan\u00ed. V\u011bt\u0161\u00ed po\u010det zpr\u00e1v nenahrad\u00ed n\u00edzk\u00fd n\u00e1kupn\u00ed z\u00e1m\u011br. \u010casto ho pouze pos\u00edl\u00ed.<\/p>\n<h3 class=\"wp-block-heading\">3) Zp\u016fsobuje bobtn\u00e1n\u00ed datab\u00e1ze<\/h3>\n<p class=\"wp-block-paragraph\">Velk\u00e9 seznamy se obt\u00ed\u017en\u011b spravuj\u00ed, pokud obsahuj\u00ed m\u00e1lo informac\u00ed o chov\u00e1n\u00ed p\u0159\u00edjemc\u016f. Pokud v\u011bt\u0161ina odb\u011bratel\u016f uvedla pouze e-mailovou adresu, market\u00e9\u0159i mohou postr\u00e1dat \u00fadaje pot\u0159ebn\u00e9 k rozli\u0161en\u00ed:<\/p>\n<ul class=\"wp-block-list\">\n<li>Osoby, kter\u00e1 ned\u00e1vno uskute\u010dnila n\u00e1kup, od n\u011bkoho, kdo hledal pouze jednor\u00e1zovou slevu<\/li>\n<li>N\u00e1v\u0161t\u011bvn\u00edka s vysok\u00fdm n\u00e1kupn\u00edm z\u00e1m\u011brem od n\u00e1hodn\u00e9ho u\u017eivatele<\/li>\n<li>Z\u00e1kazn\u00edka, kter\u00fd se zaj\u00edm\u00e1 o konkr\u00e9tn\u00ed kategorii produkt\u016f<\/li>\n<li>Odb\u011bratele, kter\u00fd nikdy neprojevil skute\u010dn\u00e9 zapojen\u00ed<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">To zt\u011b\u017euje segmentaci a vede k prov\u00e1d\u011bn\u00ed \u0161irok\u00fdch, obecn\u00fdch kampan\u00ed &#8211; tedy pr\u00e1v\u011b takov\u00e9 komunikace, kter\u00e1 bude s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed ignorov\u00e1na.<\/p>\n<h3 class=\"wp-block-heading\">4) U\u010d\u00ed p\u0159\u00edjemce ignorovat zna\u010dku<\/h3>\n<p class=\"wp-block-paragraph\">Z\u00e1kazn\u00edci se u\u010d\u00ed na z\u00e1klad\u011b opakuj\u00edc\u00edch se interakc\u00ed. Pokud firma \u010dasto rozes\u00edl\u00e1 zpr\u00e1vy, kter\u00e9 jsou nerelevantn\u00ed, p\u0159edv\u00eddateln\u00e9 nebo jen voln\u011b souvisej\u00ed se z\u00e1jmy p\u0159\u00edjemce, mohou si p\u0159\u00edjemci vytvo\u0159it n\u00e1vyk zna\u010dku ignorovat.<\/p>\n<p class=\"wp-block-paragraph\">Takov\u00fd n\u00e1vyk se obt\u00ed\u017en\u011b m\u011bn\u00ed. Dokonce i skute\u010dn\u011b u\u017eite\u010dn\u00e9 ozn\u00e1men\u00ed o nov\u00e9m produktu m\u016f\u017ee b\u00fdt p\u0159ehl\u00e9dnuto, proto\u017ee p\u0159edchoz\u00ed zpr\u00e1vy nevytvo\u0159ily o\u010dek\u00e1v\u00e1n\u00ed, \u017ee p\u0159\u00edjemce obdr\u017e\u00ed jakoukoli hodnotu.<\/p>\n<h2 class=\"wp-block-heading\">Probl\u00e9m p\u0159esycen\u00ed je skute\u010dn\u00fd<\/h2>\n<p class=\"wp-block-paragraph\">U\u017eivatel\u00e9 jsou ji\u017e zahlceni e-mailovou komunikac\u00ed. Mnoho profesion\u00e1l\u016f dost\u00e1v\u00e1 v\u00fdrazn\u011b v\u00edce ne\u017e 100 e-mail\u016f denn\u011b a spot\u0159ebitel\u00e9 se setk\u00e1vaj\u00ed s propaga\u010dn\u00edmi sd\u011blen\u00edmi v e-mailu, na soci\u00e1ln\u00edch s\u00edt\u00edch, v textov\u00fdch zpr\u00e1v\u00e1ch, aplikac\u00edch a na webov\u00fdch str\u00e1nk\u00e1ch.<\/p>\n<p class=\"wp-block-paragraph\">Generativn\u00ed um\u011bl\u00e1 inteligence sn\u00ed\u017eila n\u00e1klady na tvorbu obsahu, ale nevy\u0159e\u0161ila z\u00e1kladn\u00ed probl\u00e9m personalizace. V mnoha p\u0159\u00edpadech pouze zna\u010dk\u00e1m usnadnila rozes\u00edlat v\u011bt\u0161\u00ed mno\u017estv\u00ed podobn\u011b zn\u011bj\u00edc\u00edch zpr\u00e1v v\u011bt\u0161\u00edmu po\u010dtu lid\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">V\u00fdsledkem je p\u0159epln\u011bn\u00fd komunika\u010dn\u00ed kan\u00e1l pln\u00fd opakuj\u00edc\u00edho se propaga\u010dn\u00edho obsahu, obecn\u00fdch doporu\u010den\u00ed, um\u011ble vytv\u00e1\u0159en\u00e9ho pocitu nal\u00e9havosti, slev a obsahu odr\u00e1\u017eej\u00edc\u00edho kalend\u00e1\u0159 kampan\u00ed zna\u010dky, nikoli aktu\u00e1ln\u00ed pot\u0159eby p\u0159\u00edjemce.<\/p>\n<p class=\"wp-block-paragraph\">Kdy\u017e ka\u017ed\u00e1 firma z\u00edsk\u00e1v\u00e1 \u00fadaje o ka\u017ed\u00e9m n\u00e1v\u0161t\u011bvn\u00edkovi a \u010dasto rozes\u00edl\u00e1 zpr\u00e1vy ka\u017ed\u00e9mu odb\u011brateli, st\u00e1v\u00e1 se e-mail sv\u00e9ho druhu trag\u00e9di\u00ed obecn\u00ed pastviny. Ka\u017ed\u00e1 jednotliv\u00e1 kampa\u0148 m\u016f\u017ee p\u016fsobit od\u016fvodn\u011bn\u011b, ale jejich kumulativn\u00ed \u00fa\u010dinek vede k \u00fanav\u011b z tohoto komunika\u010dn\u00edho kan\u00e1lu. M\u00edra zapojen\u00ed kles\u00e1, po\u010det st\u00ed\u017enost\u00ed roste, filtry jsou st\u00e1le p\u0159\u00edsn\u011bj\u0161\u00ed a hodnota tohoto kan\u00e1lu pro v\u0161echny kles\u00e1.<\/p>\n<h2 class=\"wp-block-heading\">Kdy\u017e ne e-mail, tak co?<\/h2>\n<p class=\"wp-block-paragraph\">Hromadn\u00e9 z\u00edsk\u00e1v\u00e1n\u00ed odb\u011bratel\u016f pouze za \u00fa\u010delem vybudov\u00e1n\u00ed velk\u00e9 datab\u00e1ze ji\u017e nen\u00ed spolehlivou strategi\u00ed r\u016fstu. Seznam pln\u00fd kontakt\u016f s n\u00edzk\u00fdm n\u00e1kupn\u00edm z\u00e1m\u011brem m\u016f\u017ee po\u0161kodit reputaci odes\u00edlatele, pl\u00fdtvat zdroji ur\u010den\u00fdmi na kampan\u011b, komplikovat segmentaci a urychlovat \u00fanavu z\u00e1kazn\u00edk\u016f.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Nejd\u016fle\u017eit\u011bj\u0161\u00ed zm\u011bnou je p\u0159echod od modelu \u201enejprve z\u00edskej data, potom personalizuj&#8220; k modelu \u201ebu\u010f u\u017eite\u010dn\u00fd hned&#8220;.<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Lep\u0161\u00edm p\u0159\u00edstupem je z\u00edsk\u00e1vat pozornost d\u00edky relevanci v okam\u017eiku, kdy m\u00e1 nejv\u011bt\u0161\u00ed v\u00fdznam. Zlep\u0161ete <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/vyhledavac-ai\/\">vyhled\u00e1v\u00e1n\u00ed v obchod\u011b<\/a>. Pom\u00e1hejte anonymn\u00edm n\u00e1v\u0161t\u011bvn\u00edk\u016fm objevovat produkty. Vyu\u017eijte <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/doporuceni-zbozi\/\">motor produktov\u00fdch doporu\u010den\u00ed<\/a>, kter\u00fd v re\u00e1ln\u00e9m \u010dase reaguje na chov\u00e1n\u00ed anonymn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f (i st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f). Roz\u0161i\u0159te funkce sv\u00e9ho syst\u00e9mu marketingov\u00e9 automatizace o autonomn\u00ed a bezsegmentovou slu\u017ebu <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/marketing-automation\/\">personalizace produkt\u016f v e-mailech<\/a>.<\/p>\n<p class=\"wp-block-paragraph\">Kontaktn\u00ed \u00fadaje naopak z\u00edsk\u00e1vejte tehdy, kdy\u017e n\u00e1v\u0161t\u011bvn\u00edci projev\u00ed z\u00e1jem a ch\u00e1pou hodnotu ud\u011blen\u00ed souhlasu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Market\u00e9\u0159i byli po l\u00e9ta nab\u00e1d\u00e1ni ke shroma\u017e\u010fov\u00e1n\u00ed co nejv\u011bt\u0161\u00edho po\u010dtu e-mailov\u00fdch adres. Tato logika v\u0161ak p\u0159est\u00e1v\u00e1 fungovat a je kontraproduktivn\u00ed<\/p>\n","protected":false},"author":1,"featured_media":16312,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16311","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\/16311","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=16311"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16311\/revisions"}],"predecessor-version":[{"id":16322,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16311\/revisions\/16322"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16312"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}