{"id":8624,"date":"2019-10-28T15:40:50","date_gmt":"2019-10-28T14:40:50","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8624"},"modified":"2019-10-28T15:40:50","modified_gmt":"2019-10-28T14:40:50","slug":"jak-vyuzit-e-mailovy-marketing-pro-zvyseni-konverze-v-internetovem-obchode","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/jak-vyuzit-e-mailovy-marketing-pro-zvyseni-konverze-v-internetovem-obchode\/","title":{"rendered":"Jak vyu\u017e\u00edt e-mailov\u00fd marketing pro zv\u00fd\u0161en\u00ed konverze v internetov\u00e9m obchod\u011b?"},"content":{"rendered":"

E-mailov\u00fd marketing je obecn\u011b pova\u017eov\u00e1n za jednu z\u00a0nejd\u016fle\u017eit\u011bj\u0161\u00edch oblast\u00ed digit\u00e1ln\u00edho marketingu. Hlavn\u00edm \u00fakolem je navazov\u00e1n\u00ed kontakt\u016f a udr\u017eov\u00e1n\u00ed vztah\u016f se z\u00e1kazn\u00edky prost\u0159ednictv\u00edm e-mail\u016f. E-mailov\u00fd marketing lze v\u0161ak vyu\u017e\u00edt i jinak. D\u00edky e-mailov\u00e9 komunikaci mohou firmy z\u00e1kazn\u00edky informovat o\u00a0novink\u00e1ch v\u00a0oboru, prezentovat svoji nab\u00eddku nebo nal\u00e1kat na ak\u010dn\u00ed zbo\u017e\u00ed. Mo\u017enost\u00ed je opravdu mnoho. Dnes si uk\u00e1\u017eeme, jak e-mailov\u00fd marketing vyu\u017e\u00edt pro zv\u011bt\u0161en\u00ed konverze v internetov\u00e9m obchod\u011b.<\/strong><\/p>\n

Na co si d\u00e1vat pozor p\u0159i vytv\u00e1\u0159en\u00ed e-mailov\u00e9 marketingov\u00e9 kampan\u011b?<\/span><\/p>\n

    \n
  1. Vytvo\u0159te pl\u00e1n<\/strong><\/li>\n<\/ol>\n

    Dle pr\u016fzkumu \u201eGlobal E-mail Marketing Market Analysis & Trends \u2013 Industry Forecast is 2025\u201d trh e-mailov\u00e9ho marketingu b\u011bhem nejbli\u017e\u0161\u00ed dek\u00e1dy naroste o v\u00edce ne\u017e 20\u00a0% a bude m\u00edt hodnotu kolem 23\u00a0miliard dolar\u016f. A to je opravdu velik\u00e1 t\u0159e\u0161e\u0148 na dortu!<\/span><\/p>\n

    E-mailov\u00e1 komunikace, kter\u00e1 zvy\u0161uje m\u00edru konverze, se podob\u00e1 v\u00edt\u011bzn\u00e9 bitv\u011b \u2013 s\u00a0dobrou strategi\u00ed V\u00e1m pom\u016f\u017ee vyhr\u00e1t v\u00e1lku o z\u00e1kazn\u00edky. K dosa\u017een\u00ed c\u00edle pot\u0159ebujete dob\u0159e p\u0159ipravenou strategii. Sestavte rozpo\u010det, rozsah \u010dinnost\u00ed, analyzujte siln\u00e9 a slab\u00e9 str\u00e1nky a vezm\u011bte pod drobnohled konkurenci. Sna\u017ete se dos\u00e1hnout n\u00e1sleduj\u00edc\u00edch c\u00edl\u016f:<\/span><\/p>\n

      \n
    1. Z\u00edsk\u00e1v\u00e1n\u00ed lead\u016f,<\/span><\/li>\n
    2. Konverze lead\u016f z\u00e1kazn\u00edk\u016f,<\/span><\/li>\n
    3. Povzbuzov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f k\u00a0dal\u0161\u00edmu n\u00e1kupu.<\/span><\/li>\n<\/ol>\n

      Jak toho dos\u00e1hnout?<\/span><\/p>\n

      Registra\u010dn\u00ed formul\u00e1\u0159 pro z\u00e1pis k odb\u011bru newsletteru \u2013 nab\u00eddn\u011bte n\u011bco nav\u00edc?<\/strong><\/h3>\n

      E-mailov\u00fd marketing nem\u016f\u017ee fungovat bez seznamu odb\u011bratel\u016f. Jak vytvo\u0159it datab\u00e1zi? P\u0159idejte formul\u00e1\u0159 pro z\u00e1pis k odb\u011bru newsletteru na str\u00e1nce internetov\u00e9ho obchodu. Navrhn\u011bte p\u0159idanou hodnotu ka\u017ed\u00e9mu, kdo zanech\u00e1 sv\u00e9 kontaktn\u00ed \u00fadaje.<\/span><\/p>\n

      P\u0159idanou hodnotou m\u016f\u017ee b\u00fdt:<\/span><\/p>\n

        \n
      • sleva na prvn\u00ed n\u00e1kup,<\/span><\/li>\n
      • e-book se zaj\u00edmav\u00fdm obsahem,<\/span><\/li>\n
      • z\u00e1ruka, \u017ee va\u0161i odb\u011bratel\u00e9 budou prvn\u00ed, kdo obdr\u017e\u00ed informace o nejnov\u011bj\u0161\u00edch ak\u010dn\u00edch nab\u00eddk\u00e1ch.<\/span><\/li>\n<\/ul>\n

        Na co si d\u00e1vat pozor p\u0159i vytv\u00e1\u0159en\u00ed mailingov\u00fdch kampan\u00ed?<\/strong><\/h3>\n
          \n
        1. Mobile first<\/strong><\/li>\n<\/ol>\n

          P\u0159edev\u0161\u00edm se ujist\u011bte, \u017ee pos\u00edlan\u00e9 e-maily jsou responsivn\u00ed. Je velmi d\u016fle\u017eit\u00e9, aby byly \u010diteln\u00e9 na r\u016fzn\u011b velk\u00fdch obrazovk\u00e1ch, proto\u017ee mnoho z\u00e1kazn\u00edk\u016f dnes pou\u017e\u00edv\u00e1 mobiln\u00ed za\u0159\u00edzen\u00ed.<\/span><\/p>\n

            \n
          1. V\u011bnujte pozornost p\u0159edm\u011btu<\/strong><\/li>\n<\/ol>\n

            Dal\u0161\u00edm d\u016fle\u017eit\u00fdm bodem je p\u0159edm\u011bt zpr\u00e1vy. Mus\u00ed \u00fazce souviset s\u00a0obsahem e-mailu a m\u011bl by vzbudit z\u00e1jem \u010dten\u00e1\u0159e. Krom\u011b toho mus\u00ed b\u00fdt p\u0159edm\u011bt konkr\u00e9tn\u00ed a z\u0159eteln\u011b adres\u00e1t\u016fm sd\u011blovat, co mohou p\u0159i \u010dten\u00ed e-mailu o\u010dek\u00e1vat. Nezapome\u0148te, \u017ee do p\u0159edm\u011btu nepat\u0159\u00ed \u017e\u00e1dn\u00e9 prodejn\u00ed prvky. Jejich \u010das p\u0159ijde v\u00a0t\u00e9 nejd\u016fle\u017eit\u011bj\u0161\u00ed \u010d\u00e1sti zpr\u00e1vy.<\/span><\/p>\n

              \n
            1. Pe\u010dujte o vizualizaci mailingu<\/strong><\/li>\n<\/ol>\n

              Ujist\u011bte se, \u017ee hlavn\u00ed \u010d\u00e1st zpr\u00e1vy je vizu\u00e1ln\u011b atraktivn\u00ed. P\u0159i navrhov\u00e1n\u00ed zpr\u00e1vy za\u010dn\u011bte shora \u2013 nezapome\u0148te, \u017ee to bude prvn\u00ed, co \u010dten\u00e1\u0159 po otev\u0159en\u00ed zpr\u00e1vy uvid\u00ed. Um\u00edst\u011bte zde zbo\u017e\u00ed, kter\u00e9 p\u0159esn\u011b spl\u0148uje pot\u0159eby z\u00e1kazn\u00edka a tak\u00e9 to, kter\u00e9 chcete rychle prodat. V\u011bnujte pozornost grafice. Pamatujte na\u00a0to, \u017ee jedna fotka vyd\u00e1 za tis\u00edce slov!<\/span><\/p>\n

                \n
              1. V\u00fdzva k akci<\/strong><\/li>\n<\/ol>\n

                E-mailov\u00e1 marketingov\u00e1 kampa\u0148 se neobejde bez \u201ev\u00fdzvy k\u00a0akci\u201c, \u201eCTA\u201d neboli \u201eCall to action\u201d. E-mail nesm\u00ed obsahovat v\u00edce ne\u017e jednu v\u00fdzvu. P\u0159\u00edli\u0161 mnoho hesel typu \u201ecall to action\u201c m\u016f\u017ee p\u0159\u00edjemci p\u0159ek\u00e1\u017eet a zm\u00e1st ho. Inspirujte \u010dten\u00e1\u0159e jen k\u00a0jedn\u00e9 d\u016fle\u017eit\u00e9 \u010dinnosti \u2013 \u201ekup te\u010f\u201d, \u201eobjednat\u201d, \u201eov\u011b\u0159it nab\u00eddku\u201d. Nezapome\u0148te, \u017ee z\u00e1kazn\u00edci jsou r\u00e1di, kdy\u017e v\u00ed, co d\u011blat a jak\u00fd z\u00a0toho maj\u00ed prosp\u011bch.\u00a0<\/span><\/p>\n

                  \n
                1. Cross-selling a up-selling<\/strong><\/li>\n<\/ol>\n

                  P\u0159esv\u011bd\u010dte z\u00e1kazn\u00edky, aby u V\u00e1s nakoupili znovu. Nab\u00eddn\u011bte jim dopl\u0148kov\u00e9 zbo\u017e\u00ed nebo srovnateln\u00e9 dra\u017e\u0161\u00ed produkty. Pokud si nap\u0159\u00edklad va\u0161e z\u00e1kaznice koupila \u010derven\u00e9 lodi\u010dky, zkuste ji poslat e-mail se slevou na\u00a0pen\u011b\u017eenku v\u00a0podobn\u00e9 barv\u011b. Je to skv\u011bl\u00fd zp\u016fsob, jak nav\u00fd\u0161it hodnotu n\u00e1kupu ve sv\u00e9m internetov\u00e9m obchod\u011b.<\/span><\/p>\n

                    \n
                  1. Pov\u011bdom\u00ed o zna\u010dce<\/strong><\/li>\n<\/ol>\n

                    Pokud chcete zv\u00fd\u0161it m\u00edru konverze prost\u0159ednictv\u00edm e-mailov\u00e9ho marketingu, budujte pov\u011bdom\u00ed o\u00a0zna\u010dce. Sta\u0148te se jedni\u010dkou na trhu. Zve\u0159ej\u0148ujte zaj\u00edmav\u00e9 obsahy na blogu a na soci\u00e1ln\u00edch s\u00edt\u00edch, odpov\u00eddejte na\u00a0dotazy z\u00e1kazn\u00edk\u016f. I v\u00a0e-commerce je d\u016fv\u011bra velmi d\u016fle\u017eit\u00e1. Z\u00e1kazn\u00edci do va\u0161eho e-shopu p\u0159ich\u00e1zej\u00ed r\u016fzn\u00fdmi cestami. V\u0161ude mus\u00edte pod\u00e1vat souvisl\u00e9 a autentick\u00e9 informace. Po obdr\u017een\u00ed va\u0161eho e-mailu na\u00a0to z\u00e1kazn\u00edk p\u0159ijde \u2013 \u201eAno, to je ta firma, kterou sleduji na soci\u00e1ln\u00edch s\u00edt\u00edch a \u010dtu jej\u00ed blog! Jsem r\u00e1d, \u017ee si m\u016f\u017eu koupit jej\u00ed zbo\u017e\u00ed!\u201d.<\/span><\/p>\n

                      \n
                    1. V\u00a0zas\u00edl\u00e1n\u00ed bu\u010fte systemati\u010dt\u00ed\u00a0<\/strong><\/li>\n<\/ol>\n

                      Pos\u00edlejte e-maily tak \u010dasto, jak to bude mo\u017en\u00e9. D\u00edky tomu dojde k\u00a0dramatick\u00e9mu n\u00e1r\u016fstu lead\u016f. Pos\u00edlejte z\u00e1kazn\u00edk\u016fm informace o akc\u00edch, nov\u00fdch kolekc\u00edch, ud\u00e1lostech, kter\u00fdch se va\u0161e firma \u00fa\u010dastn\u00ed.<\/span><\/p>\n

                        \n
                      1. Segmentace a personalizace<\/strong><\/li>\n<\/ol>\n

                        E-mailov\u00fd marketing je p\u0159\u00edm\u00e1 forma kontaktu se z\u00e1kazn\u00edky. Ka\u017ed\u00fd, kdo \u010dte va\u0161e zpr\u00e1vy, mus\u00ed vn\u00edmat \u2013 \u201eAno, tahle nab\u00eddka je p\u0159\u00edmo pro m\u011b!\u201d. P\u0159esn\u011b takov\u00fd je c\u00edl segmentace a personalizace e-mailingov\u00e9 datab\u00e1ze.<\/span><\/p>\n

                          \n
                        1. Testujte a optimalizujte<\/strong><\/li>\n<\/ol>\n

                          Posledn\u00ed, nikoli ned\u016fle\u017eit\u00fd bod souvis\u00ed s\u00a0pr\u016fb\u011b\u017en\u00fdm zlep\u0161ov\u00e1n\u00edm a sledov\u00e1n\u00edm mailingov\u00fdch kampan\u00ed. Vyzkou\u0161ejte r\u016fzn\u00e9 zas\u00edlac\u00ed \u010dasy, r\u016fzn\u00e9 p\u0159edm\u011bty zpr\u00e1v nebo mailov\u00e9 \u0161ablony, kter\u00e9 ovliv\u0148uj\u00ed konverzi. D\u00edky neust\u00e1l\u00e9mu vylep\u0161ov\u00e1n\u00ed a sledov\u00e1n\u00ed mailingov\u00e9 kampan\u011b najdete \u201ezlat\u00fd st\u0159ed\u201d a maximalizujete zisky, kter\u00e9\u00a0tato formy propagace internetov\u00e9ho obchodu umo\u017e\u0148uje.\u00a0<\/span><\/p>\n

                          E-mailov\u00fd marketing je skv\u011blou podporou internetov\u00e9ho obchodu. D\u00edky tomuto komunika\u010dn\u00edmu kan\u00e1lu m\u016f\u017eete budovat obraz sv\u00e9 zna\u010dky, navazovat vztahy se z\u00e1kazn\u00edky a navy\u0161ovat prodeje. P\u0159i p\u0159\u00edprav\u011b mailingov\u00fdch kampan\u00ed v\u011bnujte pozornost personalizaci zpr\u00e1v, nab\u00edzen\u00ed dopl\u0148kov\u00e9ho a komplement\u00e1rn\u00edho zbo\u017e\u00ed nebo prezentaci bestseller\u016f. Pe\u010dujte o\u00a0unik\u00e1tn\u00ed a charakteristickou vizualizaci va\u0161eho brandu. Nezapome\u0148te na pr\u016fb\u011b\u017enou optimalizaci pos\u00edlan\u00e9ho obsahu, form\u00e1t a \u010das odes\u00edl\u00e1n\u00ed. Analyzujte statistiky doru\u010dov\u00e1n\u00ed e-mail\u016f a chov\u00e1n\u00ed odb\u011bratel\u016f. D\u00edky t\u00e9to e-mailov\u00e9 marketingov\u00e9 strategii ur\u010dit\u011b nav\u00fd\u0161\u00edte prodeje ve\u00a0va\u0161em internetov\u00e9m obchod\u011b!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

                          P\u0159e\u010dt\u011bte si \u010dl\u00e1nek a zjist\u011bte, jak\u00e9 prvky je t\u0159eba hl\u00eddat p\u0159i vytv\u00e1\u0159en\u00ed e-mailov\u00e9 marketingov\u00e9 kampan\u011b<\/p>\n","protected":false},"author":4,"featured_media":16052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8624","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\/8624","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\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=8624"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8624\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16052"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=8624"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8624"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8624"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}