{"id":16360,"date":"2026-10-22T08:30:00","date_gmt":"2026-10-22T08:30:00","guid":{"rendered":"https:\/\/blog.quarticon.com\/cz\/?p=16360"},"modified":"2026-10-22T08:30:00","modified_gmt":"2026-10-22T08:30:00","slug":"mailchimp-nebo-klaviyo-potrebujete-dalsi-vrstvu","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/mailchimp-nebo-klaviyo-potrebujete-dalsi-vrstvu\/","title":{"rendered":"Mailchimp, nebo Klaviyo? Pot\u0159ebujete dal\u0161\u00ed vrstvu"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Va\u0161i konkuren\u010dn\u00ed v\u00fdhodu ur\u010duje to, jak komunikujete prost\u0159ednictv\u00edm e-mailu. Proto nejsp\u00ed\u0161 hled\u00e1te st\u00e1le sofistikovan\u011bj\u0161\u00ed technologie pro e-mailing. Pokud provozujete e-commerce zna\u010dku a zva\u017eujete p\u0159echod z Mailchimpu na Klaviyo, je tento p\u0159\u00edsp\u011bvek pr\u00e1v\u011b pro v\u00e1s.<\/p>\n<p class=\"wp-block-paragraph\">Klaviyo je pokro\u010dil\u00e1 platforma pro e-mailov\u00fd marketing. Skv\u011ble si porad\u00ed s automatizac\u00ed. Umo\u017e\u0148uje p\u0159esn\u011b segmentovat p\u0159\u00edjemce. Pos\u00edl\u00e1 tak\u00e9 skv\u011bl\u00e9 e-maily. Je tu ale n\u011bco, co nedok\u00e1\u017ee: po odesl\u00e1n\u00ed u\u017e zpr\u00e1vu nezm\u011bn\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">Mailchimp je zn\u00e1m\u00fd intuitivn\u00edm editorem e-mail\u016f typu \u201edrag and drop&#8220;, kter\u00fd nevy\u017eaduje znalost programov\u00e1n\u00ed. Za\u010d\u00ednaj\u00edc\u00ed u\u017eivatel\u00e9 mohou rychle vytv\u00e1\u0159et profesion\u00e1ln\u011b vypadaj\u00edc\u00ed zpr\u00e1vy, ani\u017e by se museli u\u010dit slo\u017eit\u00e9 funkce, tak\u017ee je platforma dostupn\u00e1 i mal\u00fdm firm\u00e1m.<\/p>\n<h2 class=\"wp-block-heading\">J\u00e1dro probl\u00e9mu: ob\u011b platformy spol\u00e9haj\u00ed na segmentaci<\/h2>\n<p class=\"wp-block-paragraph\">V\u011bt\u0161ina e-commerce zna\u010dek si neuv\u011bdomuje jednu v\u011bc: Mailchimp a Klaviyo (stejn\u011b jako dal\u0161\u00ed technologie marketingov\u00e9 automatizace a CDP) \u0159e\u0161\u00ed stejn\u00fd probl\u00e9m stejn\u00fdm zp\u016fsobem.<\/p>\n<p class=\"wp-block-paragraph\">Ob\u011b platformy spol\u00e9haj\u00ed na segmentaci a logiku pravidel. Mailchimp rozd\u011bluje z\u00e1kazn\u00edky do skupin (lid\u00e9, kte\u0159\u00ed si prohl\u00ed\u017eeli produkty, ale nenakoupili, z\u00e1kazn\u00edci s vysokou hodnotou LTV, lid\u00e9, kte\u0159\u00ed opustili ko\u0161\u00edk) a zobrazuje jim \u0161ablonov\u00e1 doporu\u010den\u00ed p\u0159izp\u016fsoben\u00e1 t\u011bmto skupin\u00e1m. Klaviyo funguje stejn\u011b, jen pokro\u010dileji: p\u0159ed odesl\u00e1n\u00edm zpr\u00e1vy umo\u017e\u0148uje vytv\u00e1\u0159et hlub\u0161\u00ed a slo\u017eit\u011bj\u0161\u00ed segmenty.<\/p>\n<p class=\"wp-block-paragraph\">\u017d\u00e1dn\u00e1 z t\u011bchto platforem nenab\u00edz\u00ed skute\u010dnou personalizaci 1:1. \u017d\u00e1dn\u00e1 tak\u00e9 nezajist\u00ed, aby e-maily z\u016fstaly aktu\u00e1ln\u00ed i po doru\u010den\u00ed do schr\u00e1nky.<\/p>\n<p class=\"wp-block-paragraph\">Jakmile e-mail z Klaviyo doraz\u00ed do z\u00e1kazn\u00edkovy schr\u00e1nky, jeho obsah z\u016fstane zmrazen\u00fd. Doporu\u010den\u00ed produkt\u016f jsou statick\u00e1. Ceny se neaktualizuj\u00ed. Stav dostupnosti neodpov\u00edd\u00e1 skute\u010dn\u00fdm z\u00e1sob\u00e1m ve skladu. A pokud z\u00e1kazn\u00edk e-mail t\u0159i dny neotev\u0159e, uvid\u00ed nab\u00eddku starou t\u0159i dny.<\/p>\n<h2 class=\"wp-block-heading\">Pokro\u010dilej\u0161\u00ed funkce Klaviyo ne\u0159e\u0161\u00ed hlavn\u00ed probl\u00e9m<\/h2>\n<p class=\"wp-block-paragraph\">Pokro\u010dil\u00e9 slu\u017eby Klaviyo maj\u00ed dal\u0161\u00ed omezen\u00ed: doporu\u010den\u00ed Klaviyo se tr\u00e9nuj\u00ed pouze na z\u00e1klad\u011b chov\u00e1n\u00ed zaznamenan\u00e9ho u zn\u00e1m\u00fdch u\u017eivatel\u016f a opom\u00edjej\u00ed \u0161ir\u0161\u00ed vzorce patrn\u00e9 ve va\u0161ich datech. Vznikaj\u00ed tak mezery a n\u011bkter\u00e9 sign\u00e1ly unikaj\u00ed pozornosti.<\/p>\n<p class=\"wp-block-paragraph\">P\u0159echod na Klaviyo znamen\u00e1 v\u00fdrazn\u011b vy\u0161\u0161\u00ed n\u00e1klady na platformu, kter\u00e1 v podstat\u011b st\u00e1le spo\u010d\u00edv\u00e1 na stejn\u00e9 pasti segmentace.<\/p>\n<p class=\"wp-block-paragraph\">Mailchimp a Klaviyo optimalizuj\u00ed <em>kdy<\/em> zpr\u00e1vy pos\u00edl\u00e1te a <em>kdo<\/em> je vid\u00ed. Neoptimalizuj\u00ed <em>to, co vid\u00ed ka\u017ed\u00fd jednotliv\u00fd \u010dlov\u011bk<\/em> ani <em>to, jak se obsah m\u011bn\u00ed v re\u00e1ln\u00e9m \u010dase<\/em>.<\/p>\n<h2 class=\"wp-block-heading\">Segmentace v Klaviyo a Mailchimpu je slo\u017eit\u00e1<\/h2>\n<p class=\"wp-block-paragraph\">Takhle vypad\u00e1 pr\u00e1ce ve v\u011bt\u0161in\u011b e-commerce firem, kter\u00e9 pou\u017e\u00edvaj\u00ed statick\u00e9 e-mailov\u00e9 platformy:<\/p>\n<ul class=\"wp-block-list\">\n<li>T\u00fddny str\u00e1ven\u00e9 vytv\u00e1\u0159en\u00edm segment\u016f (lid\u00e9, kte\u0159\u00ed si prohl\u00ed\u017eeli produkty, ale nenakoupili, z\u00e1kazn\u00edci s vysokou hodnotou LTV, lid\u00e9, kte\u0159\u00ed opustili ko\u0161\u00edk atd.)<\/li>\n<li>Segmenty b\u011bhem n\u011bkolika dn\u00ed zastar\u00e1vaj\u00ed, proto\u017ee se chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f m\u011bn\u00ed<\/li>\n<li>Obsah se p\u0159izp\u016fsobuje <em>segment\u016fm<\/em>, nikoli <em>jednotliv\u00fdm lidem<\/em><\/li>\n<li>Po odesl\u00e1n\u00ed e-mailu z\u016fstane jeho obsah zmrazen\u00fd, a\u0165 se b\u011bhem n\u00e1sleduj\u00edc\u00edch 72 hodin zm\u011bn\u00ed cokoli<\/li>\n<li>Remarketing vy\u017eaduje vytv\u00e1\u0159en\u00ed dal\u0161\u00edch segment\u016f a rozes\u00edl\u00e1n\u00ed dal\u0161\u00edch e-mail\u016f<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\">Jak by mohly vypadat personalizovan\u00e9 e-maily 1:1 v e-commerce<\/h2>\n<p class=\"wp-block-paragraph\">Takhle funguje Living Email, tedy \u017eiv\u00e9 e-maily (jako \u017eiv\u00e9 televizn\u00ed vys\u00edl\u00e1n\u00ed):<\/p>\n<ul class=\"wp-block-list\">\n<li>\u017d\u00e1dn\u00e1 slo\u017eit\u00e1 segmentace. \u017d\u00e1dn\u00e1 pot\u0159eba aktualizovat segmenty a pravidla.<\/li>\n<li>Ka\u017ed\u00fd neotev\u0159en\u00fd e-mail z\u016fst\u00e1v\u00e1 aktu\u00e1ln\u00ed, proto\u017ee se jeho obsah aktualizuje v re\u00e1ln\u00e9m \u010dase<\/li>\n<li>Personalizace se zam\u011b\u0159uje na <em>jednotliv\u00e9 lidi<\/em>, nikoli na segmenty<\/li>\n<li>Chov\u00e1n\u00ed z\u00e1kazn\u00edka se zm\u011bn\u00ed? E-mail tuto zm\u011bnu okam\u017eit\u011b zohledn\u00ed.<\/li>\n<li>V\u017edy aktu\u00e1ln\u00ed ceny, skladov\u00e9 z\u00e1soby a doporu\u010den\u00ed.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Nejde o p\u0159id\u00e1n\u00ed dal\u0161\u00ed funkce. Jde o \u00fapln\u00e9 odstran\u011bn\u00ed zdlouhav\u00e9 pr\u00e1ce spojen\u00e9 se segmentac\u00ed a jej\u00ed nahrazen\u00ed rozhodovac\u00ed vrstvou, kter\u00e1 funguje v re\u00e1ln\u00e9m \u010dase.<\/p>\n<p class=\"wp-block-paragraph\">D\u00edky Living Emails od Quarticonu, kter\u00e9 funguj\u00ed v r\u00e1mci va\u0161eho st\u00e1vaj\u00edc\u00edho n\u00e1stroje pro rozes\u00edl\u00e1n\u00ed e-mail\u016f, m\u016f\u017eete ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi nab\u00eddnout personalizaci 1:1, kter\u00e1 se pr\u016fb\u011b\u017en\u011b aktualizuje i po odesl\u00e1n\u00ed zpr\u00e1vy. Z\u00edsk\u00e1te prediktivn\u00ed doporu\u010den\u00ed zalo\u017een\u00e1 na sign\u00e1lech v re\u00e1ln\u00e9m \u010dase (chov\u00e1n\u00ed, dostupnosti produkt\u016f, mar\u017e\u00edch a kontextu). Dynamick\u00e9 rozhodov\u00e1n\u00ed o nab\u00eddce umo\u017e\u0148uje optimalizovat ji v re\u00e1ln\u00e9m \u010dase spolu s doporu\u010den\u00edmi produkt\u016f.<\/p>\n<h2 class=\"wp-block-heading\">Pro\u010d se Living Emails v e-commerce osv\u011bd\u010duj\u00ed<\/h2>\n<p class=\"wp-block-paragraph\">Pokud provozujete e-commerce zna\u010dku, v\u00edte, \u017ee skladov\u00e9 z\u00e1soby a ceny se neust\u00e1le m\u011bn\u00ed. <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/marketing-automation\/\">Living Emails<\/a> zajist\u00ed, \u017ee z\u00e1kazn\u00edk uvid\u00ed dostupn\u00e9 produkty a aktu\u00e1ln\u00ed ceny, nikoli sn\u00edmek stavu z okam\u017eiku odesl\u00e1n\u00ed zpr\u00e1vy. U\u017e to samo o sob\u011b omezuje po\u010det vr\u00e1cen\u00fdch objedn\u00e1vek a buduje d\u016fv\u011bru z\u00e1kazn\u00edk\u016f.<\/p>\n<p class=\"wp-block-paragraph\">Po\u017eadavky na mar\u017ei, rozpo\u010dty na slevy a pravidla akc\u00ed jsou <em>obchodn\u00ed pravidla<\/em>, nikoli marketingov\u00e9 rozmary. Living Emails tato pravidla uplat\u0148uj\u00ed dynamicky, tak\u017ee ka\u017ed\u00fd e-mail je optimalizov\u00e1n jak z hlediska relevance, tak ziskovosti. Na rozd\u00edl od Mailchimpu (a Klaviyo) nemus\u00edte ztr\u00e1cet \u010das vytv\u00e1\u0159en\u00edm a udr\u017eov\u00e1n\u00edm segment\u016f. Kampa\u0148 spust\u00edte jednou a ona se automaticky p\u0159izp\u016fsob\u00ed ka\u017ed\u00e9mu jednotlivci.<\/p>\n<p class=\"wp-block-paragraph\">Kdy\u017e se neotev\u0159en\u00e9 e-maily samy st\u00e1vaj\u00ed st\u00e1le lep\u0161\u00edmi, nemus\u00edte pos\u00edlat p\u011bt variant \u201eposledn\u00ed p\u0159ipom\u00ednky&#8220;. Prvn\u00ed odeslan\u00e1 zpr\u00e1va je st\u00e1le relevantn\u011bj\u0161\u00ed, \u010d\u00edm d\u00e9le \u010dek\u00e1 na otev\u0159en\u00ed \ud83d\ude09<\/p>\n<p class=\"wp-block-paragraph\">Na rozd\u00edl od modelu Klaviyo zalo\u017een\u00e9ho v\u00fdhradn\u011b na zn\u00e1m\u00fdch u\u017eivatel\u00edch vyu\u017e\u00edvaj\u00ed Living Emails cel\u00fd soubor va\u0161ich dat, aby p\u0159edpov\u011bd\u011bly, co bude ka\u017ed\u00fd z\u00e1kazn\u00edk skute\u010dn\u011b cht\u00edt. Zohled\u0148uj\u00ed vzorce vypl\u00fdvaj\u00edc\u00ed ze v\u0161ech sign\u00e1l\u016f o z\u00e1kazn\u00edc\u00edch, nejen chov\u00e1n\u00ed zn\u00e1m\u00fdch u\u017eivatel\u016f.<\/p>\n<h2 class=\"wp-block-heading\">Skute\u010dn\u00e9 n\u00e1klady: vylep\u0161ete Mailchimp m\u00edsto zm\u011bny platformy<\/h2>\n<p class=\"wp-block-paragraph\">V debat\u011b Mailchimp versus Klaviyo mnoha lidem unik\u00e1 jedna v\u011bc: Mailchimp je v\u00fdrazn\u011b levn\u011bj\u0161\u00ed. P\u0159echod na Klaviyo znamen\u00e1 vy\u0161\u0161\u00ed n\u00e1klady na platformu, kter\u00e1 st\u00e1le \u0159e\u0161\u00ed probl\u00e9m segmentace tradi\u010dn\u00edm zp\u016fsobem &#8212; jen nab\u00edz\u00ed v\u00edce tla\u010d\u00edtek na n\u00e1st\u011bnce a je slo\u017eit\u011bj\u0161\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">Rozumn\u011bj\u0161\u00edm \u0159e\u0161en\u00edm je <strong>vylep\u0161it Mailchimp<\/strong> pomoc\u00ed <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/marketing-automation\/\">Living Emails<\/a> od Quarticonu. Zachov\u00e1te si levnou a spolehlivou platformu pro rozes\u00edl\u00e1n\u00ed e-mail\u016f a p\u0159id\u00e1te k n\u00ed skute\u010dnou personalizaci 1:1. Vyhnete se n\u00e1klad\u016fm, pot\u00ed\u017e\u00edm s migrac\u00ed i p\u0159estavb\u011b proces\u016f, kter\u00e9 s sebou nese \u00fapln\u00e1 zm\u011bna platformy.<\/p>\n<p class=\"wp-block-paragraph\">Pro e-commerce firmy to nen\u00ed drobn\u00fd rozd\u00edl. Je to rozd\u00edl mezi t\u00edm, zda plat\u00edte v\u00edc za \u0159e\u0161en\u00ed stejn\u00e9ho probl\u00e9mu, nebo m\u00e9n\u011b za to, \u017ee ho vy\u0159e\u0161\u00edte mnohem <em>l\u00e9pe<\/em>.<\/p>\n<h2 class=\"wp-block-heading\">Mailchimp z\u016fst\u00e1v\u00e1 va\u0161\u00edm kan\u00e1lem<\/h2>\n<p class=\"wp-block-paragraph\">Nejd\u016fle\u017eit\u011bj\u0161\u00ed je, \u017ee se Mailchimpu nevzd\u00e1v\u00e1te. Z\u016fst\u00e1v\u00e1te na t\u00e9to platform\u011b a vylep\u0161ujete ji.<\/p>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/quarticon.com\/pl\/mailchimp-integracja\/\">Mailchimp<\/a> se star\u00e1 o to, co um\u00ed nejl\u00e9pe: tvorbu kampan\u00ed, spr\u00e1vu seznam\u016f, analytiku a spolehliv\u00e9 doru\u010dov\u00e1n\u00ed zpr\u00e1v. Living Emails p\u0159id\u00e1v\u00e1 rozhodovac\u00ed vrstvu pro e-commerce, p\u0159edpov\u00edd\u00e1, co by m\u011bl ka\u017ed\u00fd z\u00e1kazn\u00edk vid\u011bt, dynamicky personalizuje nab\u00eddky a zaji\u0161\u0165uje, aby byl obsah aktu\u00e1ln\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">Bez migrace. Bez zm\u011bny platformy. Bez p\u0159estavby automatizovan\u00fdch pracovn\u00edch postup\u016f. Jen chyt\u0159ej\u0161\u00ed mechanismus doporu\u010dov\u00e1n\u00ed a personalizace, kter\u00fd funguje <em>v<\/em> Mailchimpu.<\/p>\n<h2 class=\"wp-block-heading\">Shrnut\u00ed<\/h2>\n<p class=\"wp-block-paragraph\">Zast\u00e1nci <a href=\"https:\/\/quarticon.com\/pl\/klaviyo-alternatywa\/\">Klaviyo<\/a> budou mluvit o pokro\u010dil\u00e9 segmentaci a optimalizaci \u010dasu odes\u00edl\u00e1n\u00ed. V t\u011bchto funkc\u00edch se nem\u00fdl\u00ed. \u0158e\u0161\u00ed v\u0161ak probl\u00e9m <em>toho, kdy<\/em> zpr\u00e1vu ode\u0161lete a <em>kdo<\/em> ji uvid\u00ed, nikoli <em>toho, co p\u0159\u00edjemce uvid\u00ed<\/em> ani <em>toho, jak se obsah m\u011bn\u00ed<\/em>.<\/p>\n<p class=\"wp-block-paragraph\">Z\u016fsta\u0148te u platformy, kterou zn\u00e1te. P\u0159idejte vrstvu, d\u00edky n\u00ed\u017e va\u0161e e-maily o\u017eij\u00ed. Seznamte se s <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/marketing-automation\/\">Living Emails<\/a> od Quarticonu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pokud hled\u00e1te pokro\u010dilej\u0161\u00ed technologie pro e-mailing, a zva\u017eujete p\u0159echod z Mailchimpu na Klaviyo, je tento p\u0159\u00edsp\u011bvek pr\u00e1v\u011b pro v\u00e1s.<\/p>\n","protected":false},"author":1,"featured_media":16361,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16360","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\/16360","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=16360"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16360\/revisions"}],"predecessor-version":[{"id":16362,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16360\/revisions\/16362"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16361"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16360"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16360"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}