{"id":16357,"date":"2026-10-20T14:00:00","date_gmt":"2026-10-20T14:00:00","guid":{"rendered":"https:\/\/blog.quarticon.com\/cz\/?p=16357"},"modified":"2026-10-20T14:00:00","modified_gmt":"2026-10-20T14:00:00","slug":"az-95-vasich-uzivatelu-bez-personalizace-v-klaviyo","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/az-95-vasich-uzivatelu-bez-personalizace-v-klaviyo\/","title":{"rendered":"A\u017e 95 % va\u0161ich u\u017eivatel\u016f bez personalizace v Klaviyo"},"content":{"rendered":"<p class=\"wp-block-paragraph\">V\u011bt\u0161ina e-mailov\u00fdch platforem slibuje personalizaci, ale tady je skryt\u00e1 pravda, o kter\u00e9 se nezmi\u0148uj\u00ed: <strong>95-97 %* n\u00e1v\u0161t\u011bvnosti va\u0161eho webu ji nikdy neza\u017eije<\/strong>. Anonymn\u00ed n\u00e1v\u0161t\u011bvn\u00edci va\u0161eho webu vid\u00ed stejn\u00e9 obecn\u00e9 bestsellery jako v\u0161ichni ostatn\u00ed. Personalizovan\u00e1 doporu\u010den\u00ed dost\u00e1v\u00e1 pouze 3-5 % lid\u00ed, kte\u0159\u00ed se p\u0159ihl\u00e1s\u00ed.<\/p>\n<p class=\"has-small-font-size wp-block-paragraph\"><em>*Podle nejnov\u011bj\u0161\u00edch v\u00fdzkum\u016f se pr\u016fm\u011brn\u00fd pod\u00edl anonymn\u00ed n\u00e1v\u0161t\u011bvnosti zv\u00fd\u0161il na 97 %<\/em><\/p>\n<p class=\"wp-block-paragraph\">Platformy marketingov\u00e9 automatizace nab\u00edzej\u00ed personalizaci, ale uzav\u00edraj\u00ed v\u00e1s do segment\u016f. Vytv\u00e1\u0159\u00edte pravidla. Budujete pracovn\u00ed postupy. Pos\u00edl\u00e1te r\u016fzn\u00e9 e-maily r\u016fzn\u00fdm skupin\u00e1m p\u0159\u00edjemc\u016f na z\u00e1klad\u011b historie n\u00e1kup\u016f, chov\u00e1n\u00ed p\u0159i prohl\u00ed\u017een\u00ed nebo libovoln\u00fdch pravidel, kter\u00e1 maj\u00ed odhalit jejich z\u00e1m\u011bry. V\u00fdsledek? M\u011bs\u00edce nastavov\u00e1n\u00ed, des\u00edtky segment\u016f a e-maily, kter\u00e9 p\u016fsob\u00ed personalizovan\u011b, proto\u017ee jsou ur\u010deny konkr\u00e9tn\u00edm skupin\u00e1m, nikoli proto, \u017ee jsou skute\u010dn\u011b osobn\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">To nen\u00ed chyba p\u0159i realizaci, takhle jsou tyto platformy jednodu\u0161e navr\u017een\u00e9 \ud83e\udd37<\/p>\n<h2 class=\"wp-block-heading\">Ide\u00e1ln\u00ed proces v Klaviyo: dynamick\u00e1 personalizace<\/h2>\n<p class=\"wp-block-paragraph\">Co kdyby personalizace mohla b\u00fdt opravdu bezpracn\u00e1? Co kdyby ka\u017ed\u00fd e-mail bez ohledu na status odb\u011bratele obsahoval nab\u00eddky p\u0159ipraven\u00e9 konkr\u00e9tn\u011b pro dan\u00e9ho \u010dlov\u011bka a aktualizovan\u00e9 v re\u00e1ln\u00e9m \u010dase mezi odesl\u00e1n\u00edm a otev\u0159en\u00edm zpr\u00e1vy? Co kdyby v\u00e1\u0161 syst\u00e9m rozli\u0161oval mezi t\u00edm, \u201eco si ned\u00e1vno koupili&#8220; a \u201eco budou pravd\u011bpodobn\u011b cht\u00edt p\u0159\u00ed\u0161t\u011b&#8220;?<\/p>\n<p class=\"wp-block-paragraph\">Ide\u00e1ln\u00ed proces je jednoduch\u00fd v teorii, ale v praxi m\u011bn\u00ed v\u0161echno: ponechte Klaviyo jako platformu pro odes\u00edl\u00e1n\u00ed. Propojte ho s extern\u00edm rozhodovac\u00edm ML enginem, kter\u00fd zpracov\u00e1v\u00e1 ve\u0161kerou n\u00e1v\u0161t\u011bvnost webu, tr\u00e9nuje nezaujat\u00e9 modely a nap\u00e1j\u00ed dynamick\u00e9 bloky obsahu p\u0159edpov\u011b\u010fmi v re\u00e1ln\u00e9m \u010dase. Propojte tento engine p\u0159\u00edmo se skladov\u00fdmi a cenov\u00fdmi syst\u00e9my. D\u00edky tomu se va\u0161e e-maily budou p\u0159izp\u016fsobovat na z\u00e1klad\u011b aktu\u00e1ln\u00edch sign\u00e1l\u016f o z\u00e1m\u011brech a mo\u017enostech, nikoli pravidel nebo historick\u00fdch vzorc\u016f.<\/p>\n<p class=\"wp-block-paragraph\">To nen\u00ed utopie. Jde o architekturu, kterou lze nasadit u\u017e dnes. Ale ne pouze pomoc\u00ed Klaviyo. Pod\u00edvejme se, jak by tento proces mohl vypadat.<\/p>\n<h3 class=\"wp-block-heading\">Odes\u00edl\u00e1n\u00ed e-mail\u016f bez segmentace a s individu\u00e1ln\u00edm c\u00edlen\u00edm<\/h3>\n<p class=\"wp-block-paragraph\">M\u00edsto toho, abyste p\u0159\u00edjemce p\u0159edem rozd\u011blovali do segment\u016f, pos\u00edl\u00e1te e-maily cel\u00e9 datab\u00e1zi odb\u011bratel\u016f bez pevn\u00fdch segment\u016f. Verze zpr\u00e1vy pro ka\u017ed\u00e9ho p\u0159\u00edjemce se dynamicky personalizuje ve chv\u00edli jej\u00edho <em>otev\u0159en\u00ed<\/em>, nikoli p\u0159ed odesl\u00e1n\u00edm. Extern\u00ed slu\u017eba AI zachyt\u00ed doru\u010den\u00ed e-mailu a v re\u00e1ln\u00e9m \u010dase vytvo\u0159\u00ed jedine\u010dn\u00fd z\u00e1\u017eitek pro ka\u017ed\u00e9ho u\u017eivatele, m\u00edsto aby pou\u017e\u00edvala p\u0159\u00edstup Klaviyo zalo\u017een\u00fd na p\u0159edem p\u0159ipraven\u00fdch segmentech.<\/p>\n<p class=\"wp-block-paragraph\">T\u00edm se odstran\u00ed omezen\u00ed pevn\u00e9 segmentace: nemus\u00edte p\u0159edem rozhodovat: \u201etato osoba dostane e-mail A a tamta e-mail B&#8220;. Syst\u00e9m se pr\u016fb\u011b\u017en\u011b p\u0159izp\u016fsobuje podle toho, co se o ka\u017ed\u00e9m odb\u011brateli dozv\u00ed v okam\u017eic\u00edch p\u0159ed otev\u0159en\u00edm zpr\u00e1vy.<\/p>\n<h3 class=\"wp-block-heading\">\u017div\u00e9 aktualizace obsahu v re\u00e1ln\u00e9m \u010dase<\/h3>\n<p class=\"wp-block-paragraph\">E-mail z\u016fst\u00e1v\u00e1 \u201eaktivn\u00ed&#8220; mezi odesl\u00e1n\u00edm a otev\u0159en\u00edm. Slu\u017eba Quarticon Living Emails (d\u00e1 se \u0159\u00edct, \u017ee jde o \u017eiv\u00e9 e-maily) pr\u016fb\u011b\u017en\u011b obnovuje doporu\u010den\u00ed produkt\u016f <em>pro ka\u017ed\u00e9ho p\u0159\u00edjemce zvl\u00e1\u0161\u0165<\/em>, stejn\u011b jako ceny, skladov\u00e9 z\u00e1soby a dostupnost v re\u00e1ln\u00e9m \u010dase. Kdy\u017e z\u00e1kazn\u00edk e-mail otev\u0159e, vid\u00ed aktu\u00e1ln\u00ed stav z\u00e1sob a ceny, nikoli zastaral\u00e9 \u00fadaje z okam\u017eiku za\u0159azen\u00ed zpr\u00e1vy do fronty.<\/p>\n<p class=\"wp-block-paragraph\">To vy\u017eaduje vrstvu dynamick\u00e9ho obsahu, kterou samotn\u00e9 Klaviyo nedok\u00e1\u017ee zajistit. Pr\u00e1v\u011b tato vrstva se naz\u00fdv\u00e1 Quarticon Living Emails.<\/p>\n<h3 class=\"wp-block-heading\">Prediktivn\u00ed analytika pro ka\u017ed\u00e9ho u\u017eivatele m\u00edsto strategi\u00ed zalo\u017een\u00fdch na pravidlech<\/h3>\n<p class=\"wp-block-paragraph\">M\u00edsto logiky zalo\u017een\u00e9 na pravidlech (nap\u0159. \u201epokud si z\u00e1kazn\u00edk koupil produkt z kategorie X, doporu\u010dte mu produkt Y&#8220;) model ML p\u0159edpov\u00edd\u00e1 nejlep\u0161\u00ed dal\u0161\u00ed krok pro ka\u017ed\u00e9ho odb\u011bratele. Model vyu\u017e\u00edv\u00e1:<\/p>\n<ul class=\"wp-block-list\">\n<li>Predikce k\u0159\u00ed\u017eov\u00e9ho prodeje: jak\u00e9 dopl\u0148kov\u00e9 produkty si tento konkr\u00e9tn\u00ed u\u017eivatel pravd\u011bpodobn\u011b koup\u00ed?<\/li>\n<li>Predikce prodeje dra\u017e\u0161\u00edch produkt\u016f: jak\u00e1 hodnotn\u011bj\u0161\u00ed alternativa bude odpov\u00eddat rozpo\u010dtu a preferenc\u00edm tohoto z\u00e1kazn\u00edka?<\/li>\n<li>Personalizovan\u00e1 doporu\u010den\u00ed: kter\u00e9 produkty odpov\u00eddaj\u00ed jedine\u010dn\u00fdm sign\u00e1l\u016fm souvisej\u00edc\u00edm s prohl\u00ed\u017een\u00edm, n\u00e1kupy a z\u00e1jmy t\u00e9to osoby?<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Tyto p\u0159edpov\u011bdi se tr\u00e9nuj\u00ed na z\u00e1klad\u011b 100 % n\u00e1v\u0161t\u011bvnosti va\u0161eho webu, v\u010detn\u011b anonymn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f, registrovan\u00fdch u\u017eivatel\u016f a lid\u00ed, kte\u0159\u00ed si web prohl\u00ed\u017eej\u00ed, nikoli pouze na z\u00e1klad\u011b 3-5 % registrovan\u00fdch \u00fa\u010dt\u016f. T\u00edm se eliminuje zkreslen\u00ed model\u016f a lze zachytit vzorce chov\u00e1n\u00ed nap\u0159\u00ed\u010d cel\u00fdm publikem.<\/p>\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00fd u\u017eivatel dost\u00e1v\u00e1 strategii p\u0159izp\u016fsobenou p\u0159edpokl\u00e1dan\u00fdm z\u00e1m\u011br\u016fm, nikoli obecn\u00e9 pravidlo pou\u017eit\u00e9 pro cel\u00fd segment.<\/p>\n<h3 class=\"wp-block-heading\">Zam\u011b\u0159te se na dal\u0161\u00ed nejlep\u0161\u00ed nab\u00eddku, ne na naposledy prohl\u00ed\u017een\u00fd produkt<\/h3>\n<p class=\"wp-block-paragraph\">M\u00edsto toho, abyste zohled\u0148ovali, kdy z\u00e1kazn\u00edk naposledy nakoupil, p\u0159edv\u00eddejte, co by m\u011bl <em>vid\u011bt<\/em> jako dal\u0161\u00ed na z\u00e1klad\u011b sv\u00e9 cesty a p\u0159edpokl\u00e1dan\u00e9ho chov\u00e1n\u00ed. M\u00edsto doporu\u010den\u00ed dal\u0161\u00edch kalhot n\u011bkolik m\u011bs\u00edc\u016f po n\u00e1kupu si model klade ot\u00e1zky:<\/p>\n<ul class=\"wp-block-list\">\n<li>Jak\u00fd je <em>aktu\u00e1ln\u00ed<\/em> n\u00e1kupn\u00ed z\u00e1m\u011br t\u00e9to osoby?<\/li>\n<li>Kter\u00fd produkt j\u00ed p\u0159inese nejv\u011bt\u0161\u00ed hodnotu <em>pr\u00e1v\u011b te\u010f<\/em>?<\/li>\n<li>Na co pravd\u011bpodobn\u011b klikne, co koup\u00ed nebo co ji zaujme p\u0159i <em>dal\u0161\u00ed interakci<\/em>?<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">To vy\u017eaduje prediktivn\u00ed modely, kter\u00e9 se d\u00edvaj\u00ed dop\u0159edu, nikoli zp\u011bt na historii n\u00e1kup\u016f. Syst\u00e9m se zam\u011b\u0159uje na dal\u0161\u00ed nejlep\u0161\u00ed nab\u00eddku, tedy na to, co z\u00e1kazn\u00edka p\u0159im\u011bje k dal\u0161\u00edmu kroku, m\u00edsto aby zd\u016fraz\u0148oval jeho posledn\u00ed aktivitu.<\/p>\n<h2 class=\"wp-block-heading\">Jak by vypadala personalizace 1:1 v Klaviyo<\/h2>\n<p class=\"wp-block-paragraph\">Optimalizace \u010dasu odesl\u00e1n\u00ed m\u016f\u017ee zv\u00fd\u0161it zapojen\u00ed t\u00edm, \u017ee doru\u010d\u00ed zpr\u00e1vu v dob\u011b, kdy si p\u0159\u00edjemce s v\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed zkontroluje svou schr\u00e1nku. Pro mnoho zna\u010dek je to u\u017eite\u010dn\u00e9 \u0159e\u0161en\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">Skute\u010dn\u00e1 personalizace 1:1 d\u00edky <strong>Klaviyo + Living Emails od Quarticon<\/strong> znamen\u00e1, \u017ee se obsah zpr\u00e1vy m\u011bn\u00ed podle konkr\u00e9tn\u00edho \u010dlov\u011bka. T\u00fdm\u016fm m\u016f\u017ee pomoci p\u0159ej\u00edt od obecn\u00fdch pravidel k v\u00fdb\u011bru produkt\u016f, kter\u00fd zohled\u0148uje chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f i obchodn\u00ed kontext. Mezi mo\u017enosti pat\u0159\u00ed nap\u0159\u00edklad:<\/p>\n<ul class=\"wp-block-list\">\n<li>Individu\u00e1ln\u00ed \u0159azen\u00ed produkt\u016f: ka\u017ed\u00fd z\u00e1kazn\u00edk by m\u011bl vid\u011bt produkty p\u0159izp\u016fsoben\u00e9 jeho chov\u00e1n\u00ed p\u0159i prohl\u00ed\u017een\u00ed a nakupov\u00e1n\u00ed<\/li>\n<li>N\u00e1vrhy cross-sell a up-sell: doporu\u010duj\u00ed se dopl\u0148kov\u00e9 produkty nebo zbo\u017e\u00ed, kter\u00e9 by z\u00e1kazn\u00edk mohl b\u00fdt p\u0159ipraven znovu koupit<\/li>\n<li>Aktu\u00e1ln\u00ed doporu\u010den\u00ed: v\u00fdb\u011br produkt\u016f se obnovuje podle zm\u011bn v aktivit\u011b z\u00e1kazn\u00edk\u016f (nap\u0159. produkt\u016f, kter\u00e9 pr\u00e1v\u011b hledaj\u00ed), dostupnosti produkt\u016f nebo jin\u00fdch relevantn\u00edch \u00fadaj\u016f.<\/li>\n<li>Kontrola katalogu: produkty, kter\u00e9 nejsou skladem, byly sta\u017eeny z prodeje nebo jsou z jin\u00fdch d\u016fvod\u016f nevhodn\u00e9, se vylou\u010d\u00ed.<\/li>\n<li>Living Emails &#8211; aktualizovan\u00e9 ceny, skladov\u00e9 z\u00e1soby a doporu\u010den\u00e9 produkty v okam\u017eiku otev\u0159en\u00ed e-mailu, nikoli p\u0159i jeho odesl\u00e1n\u00ed.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">D\u00edky t\u011bmto mo\u017enostem lze l\u00e9pe vyu\u017e\u00edt ka\u017ed\u00e9 m\u00edsto vyhrazen\u00e9 pro produkt ve zpr\u00e1v\u011b, zejm\u00e9na u prodejc\u016f s rozs\u00e1hl\u00fdmi katalogy nebo u z\u00e1kazn\u00edk\u016f s velmi rozmanit\u00fdmi z\u00e1jmy.<\/p>\n<h2 class=\"wp-block-heading\">Pro\u010d je to pro v\u00e1\u0161 obchod d\u016fle\u017eit\u00e9<\/h2>\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed \u00farovn\u00ed personalizace je syst\u00e9m, d\u00edky kter\u00e9mu je ka\u017ed\u00e1 rozes\u00edlka p\u0159izp\u016fsoben\u00e1 konkr\u00e9tn\u00edmu \u010dlov\u011bku, ani\u017e by bylo nutn\u00e9 vytv\u00e1\u0159et spletit\u00fd syst\u00e9m segment\u016f. U ka\u017ed\u00e9ho odb\u011bratele syst\u00e9m p\u0159edpov\u00ed dal\u0161\u00ed nejlep\u0161\u00ed nab\u00eddku, cross-sell nebo prodej dra\u017e\u0161\u00edho produktu, m\u00edsto aby mu jen znovu zobrazil naposledy prohl\u00ed\u017een\u00fd produkt, a pot\u00e9 tyto p\u0159edpov\u011bdi vyu\u017eije k p\u0159izp\u016fsoben\u00ed zpr\u00e1vy.<\/p>\n<p class=\"wp-block-paragraph\">Samotn\u00e9 Klaviyo neposkytuje skute\u010dnou personalizaci v re\u00e1ln\u00e9m \u010dase na \u00farovni jednotliv\u00fdch u\u017eivatel\u016f, ale propojen\u00ed se slu\u017ebou <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/marketing-automation\/\">Living Emails<\/a> od spole\u010dnosti Quarticon m\u016f\u017ee tuto mezeru p\u0159eklenout.<\/p>\n<p class=\"wp-block-paragraph\">Technologie e-mail\u016f tak bude podporovat \u017eiv\u00e9 aktualizace: dostupnost produkt\u016f, ceny a doporu\u010den\u00ed se budou aktualizovat mezi odesl\u00e1n\u00edm a otev\u0159en\u00edm zpr\u00e1vy. Model se bude u\u010dit z co nej\u0161ir\u0161\u00edho proudu dat o chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, v\u010detn\u011b anonymn\u00ed n\u00e1v\u0161t\u011bvnosti, pokud to dovoluj\u00ed pravidla t\u00fdkaj\u00edc\u00ed se souhlasu a identity, nam\u00edsto toho, aby se spol\u00e9hal v\u00fdhradn\u011b na malou skupinu registrovan\u00fdch u\u017eivatel\u016f.<\/p>\n<p class=\"wp-block-paragraph\">Pr\u00e1v\u011b to nab\u00edz\u00ed Living Emails od Quarticon, kter\u00e9 o\u017eivuj\u00ed e-maily v jak\u00e9mkoli n\u00e1stroji pro rozes\u00edl\u00e1n\u00ed a umo\u017e\u0148uj\u00ed skute\u010dnou personalizaci 1:1. P\u0159idejte je u\u017e dnes do sv\u00e9ho <a href=\"https:\/\/quarticon.com\/pl\/klaviyo-alternatywa\/\">Klaviyo<\/a>.<\/p>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>V\u011bt\u0161ina e-mailov\u00fdch platforem slibuje personalizaci, ale nep\u0159\u00edjemn\u00e1 pravda je takov\u00e1: 95 % n\u00e1v\u0161t\u011bvnosti va\u0161eho webu ji nikdy neza\u017eije<\/p>\n","protected":false},"author":1,"featured_media":16358,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[12,13,16],"class_list":["post-16357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-ai-maile","tag-cdp","tag-marketingova-automatizaca"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16357","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=16357"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16357\/revisions"}],"predecessor-version":[{"id":16359,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16357\/revisions\/16359"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16358"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16357"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16357"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16357"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}