{"id":6572,"date":"2025-07-09T16:32:46","date_gmt":"2025-07-09T13:32:46","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6572"},"modified":"2025-07-10T22:37:30","modified_gmt":"2025-07-10T19:37:30","slug":"jak-vytvorit-behavioralni-e-mailovou-marketingovou-strategii-pro-vasi-firmu","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/como-crear-una-estrategia-de-email-marketing-conductual-para-tu-negocio\/masterbase\/","title":{"rendered":"Jak vytvo\u0159it behavior\u00e1ln\u00ed e-mailovou marketingovou strategii pro va\u0161i firmu"},"content":{"rendered":"<p>Podle studie MarketingSherpa 39% market\u00e9r\u016f tvrd\u00ed, \u017ee \"zas\u00edl\u00e1n\u00ed automatizovan\u00fdch e-mailov\u00fdch zpr\u00e1v zalo\u017een\u00fdch na chov\u00e1n\u00ed nebo akci\" je nejlep\u0161\u00ed taktikou pro zv\u00fd\u0161en\u00ed \u00fa\u010dinnosti e-mailov\u00e9ho marketingu.<\/p>\n<p>P\u0159esto pr\u016fzkum spole\u010dnosti Econsultancy, kter\u00fd se ptal market\u00e9r\u016f, \"kter\u00e9 z n\u00e1sleduj\u00edc\u00edch postup\u016f jsou sou\u010d\u00e1st\u00ed va\u0161eho e-mailov\u00e9ho marketingu?\", zjistil, \u017ee pouze 20% market\u00e9r\u016f pou\u017e\u00edv\u00e1 behavior\u00e1ln\u00ed e-mailov\u00fd marketing v r\u00e1mci sv\u00fdch strategi\u00ed.<\/p>\n<h2><strong>Behavior\u00e1ln\u00ed e-mailov\u00fd marketing<\/strong><\/h2>\n<p>Zas\u00edl\u00e1n\u00ed c\u00edlen\u00fdch e-mailov\u00fdch zpr\u00e1v sv\u00fdm kontakt\u016fm na z\u00e1klad\u011b jejich \u010dinnosti a chov\u00e1n\u00ed je jednou z nejcenn\u011bj\u0161\u00edch strategi\u00ed e-mailov\u00e9ho marketingu, kter\u00e9 m\u016f\u017ee firma pou\u017e\u00edt. Pro\u010d tedy tento typ strategie nepou\u017e\u00edv\u00e1 v\u00edce firem?<\/p>\n<p>Nedostatek technick\u00fdch znalost\u00ed a pon\u011bkud \u00fazk\u00e1 strategick\u00e1 vize \u010din\u00ed behavior\u00e1ln\u00ed e-mailov\u00fd marketing obt\u00ed\u017en\u00fdm \u00fakolem, proto\u017ee na toto t\u00e9ma neexistuje mnoho vzd\u011bl\u00e1n\u00ed.<\/p>\n<p>Tento \u010dl\u00e1nek si klade za c\u00edl prov\u00e9st v\u00e1s touto dosud m\u00e1lo pro\u0161lapanou cestou.<\/p>\n<p><strong>Co to je a jak ji m\u016f\u017eete d\u00edky MasterBase\u00ae efektivn\u011b implementovat do sv\u00e9ho podnik\u00e1n\u00ed.<\/strong><\/p>\n<h2><strong>Co to je?<\/strong><\/h2>\n<p>Behavior\u00e1ln\u00ed e-mailov\u00fd marketing je zas\u00edl\u00e1n\u00ed e-mailov\u00fdch zpr\u00e1v kontakt\u016fm v datab\u00e1zi na z\u00e1klad\u011b jejich interakce s va\u0161\u00ed spole\u010dnost\u00ed v r\u016fzn\u00fdch kan\u00e1lech: soci\u00e1ln\u00edch m\u00e9di\u00edch, e-mailu, na va\u0161ich webov\u00fdch str\u00e1nk\u00e1ch a dal\u0161\u00edch.<\/p>\n<p>Ka\u017ed\u00e1 interakce u\u017eivatele s va\u0161\u00ed spole\u010dnost\u00ed by m\u011bla m\u00edt o\u010dek\u00e1vanou a odpov\u00eddaj\u00edc\u00ed reakci.<\/p>\n<p><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"21362\" data-permalink=\"https:\/\/masterbase.com\/cs\/frecuencia-en-email-marketing-cual-es-la-ideal\/masterbase\/1-10\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?fit=1114%2C1114&amp;ssl=1\" data-orig-size=\"1114,1114\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Frecuencia en email marketing\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?fit=800%2C800&amp;ssl=1\" class=\"size-medium wp-image-21362 alignleft\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/wp-content\/uploads\/2025\/02\/1-300x300.png?resize=300%2C300&#038;ssl=1\" alt=\"Frekvence v e-mailov\u00e9m marketingu\" width=\"300\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=1024%2C1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=768%2C768&amp;ssl=1 768w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=12%2C12&amp;ssl=1 12w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?w=1114&amp;ssl=1 1114w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Vezm\u011bte si, \u017ee v tradi\u010dn\u00ed e-mailov\u00e9 marketingov\u00e9 kampani propagujete pozv\u00e1nku na webin\u00e1\u0159, zobrazen\u00ed infografiky nebo sta\u017een\u00ed elektronick\u00e9 knihy. Pot\u00e9 vytvo\u0159\u00edte segment lid\u00ed, pro kter\u00e9 by mohla b\u00fdt nab\u00eddka cenn\u00e1. Nakonec se t\u00e9to skupin\u011b lid\u00ed ode\u0161le zpr\u00e1va, ani\u017e by nutn\u011b museli b\u00fdt p\u0159edt\u00edm osloveni.<\/p>\n<p>Naproti tomu behavior\u00e1ln\u00ed mailing se sna\u017e\u00ed o p\u0159\u00edstup zam\u011b\u0159en\u00fd na u\u017eivatele. Jin\u00fdmi slovy, o tom, jak\u00e9 zpr\u00e1vy budou n\u00e1v\u0161t\u011bvn\u00edci va\u0161ich str\u00e1nek dost\u00e1vat, rozhoduj\u00ed jejich \u010diny, nikoli prost\u00fd n\u00e1zor market\u00e9ra, \u0161\u00e9fa nebo jin\u00e9ho z\u00e1stupce spole\u010dnosti.<\/p>\n<p>V podstat\u011b se jedn\u00e1 o vytou\u017eenou realizaci \"zlat\u00e9ho n\u00e1boje\" pro ka\u017ed\u00e9ho market\u00e9ra: segment jednoho.<\/p>\n<h2><strong>3 kroky behavior\u00e1ln\u00edho e-mailov\u00e9ho marketingu<\/strong><\/h2>\n<p>Nyn\u00ed, kdy\u017e jsme definovali, co to je a jak\u00fd m\u00e1 v\u00fdznam, zd\u016frazn\u00edme 3 kroky, kter\u00e9 jsou nezbytn\u00e9 pro zaveden\u00ed strategie behavior\u00e1ln\u00edho e-mailov\u00e9ho marketingu ve va\u0161\u00ed spole\u010dnosti.<\/p>\n<ol>\n<li>\n<h3><strong> Sledov\u00e1n\u00ed interakce lid\u00ed s va\u0161\u00ed firmou<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Prvn\u00edm a nejd\u016fle\u017eit\u011bj\u0161\u00edm krokem p\u0159i realizaci efektivn\u00ed behavior\u00e1ln\u00ed e-mailov\u00e9 marketingov\u00e9 strategie je p\u0159esn\u011b prostudovat, co m\u016f\u017eete z\u00edskat (naslouchat), \u0159\u00eddit (interpretovat) a na z\u00e1klad\u011b \u010deho m\u016f\u017eete jednat (komunikovat). Koneckonc\u016f nem\u016f\u017eete pos\u00edlat skv\u011bl\u00e9 behavior\u00e1ln\u00ed zpr\u00e1vy, pokud nezn\u00e1te r\u016fzn\u00e1 chov\u00e1n\u00ed, kter\u00e1 m\u016f\u017eete pou\u017e\u00edt jako spou\u0161t\u011b\u010de.<\/p>\n<p>Modern\u00ed market\u00e9r m\u00e1 k dispozici mnoho r\u016fzn\u00fdch kan\u00e1l\u016f, jak zaujmout a zapojit lidi: webov\u00e9 str\u00e1nky, soci\u00e1ln\u00ed m\u00e9dia a e-mail, a m\u016f\u017eeme sem zahrnout i marketingov\u00e9 aktivity, jako jsou webin\u00e1\u0159e a pr\u016fzkumy.<\/p>\n<p>Ka\u017ed\u00fd kan\u00e1l je p\u0159\u00edle\u017eitost\u00ed naslouchat u\u017eivatel\u016fm, dozv\u011bd\u011bt se o nich v\u00edce a zah\u00e1jit konverzaci na z\u00e1klad\u011b z\u00edskan\u00fdch informac\u00ed. To znamen\u00e1, \u017ee pot\u0159ebujete syst\u00e9m, kter\u00fd sleduje, ukl\u00e1d\u00e1 a odhaluje informace o va\u0161ich n\u00e1v\u0161t\u011bvn\u00edc\u00edch.<\/p>\n<p>C\u00edlem je z\u00edskat od lid\u00ed a n\u00e1sledn\u011b ulo\u017eit informace dan\u00e9ho typu:<\/p>\n<ul>\n<li>\u010cinnost na webov\u00fdch str\u00e1nk\u00e1ch<\/li>\n<li>Zapojen\u00ed generovan\u00e9 v e-mailov\u00e9m marketingu<\/li>\n<li>Aktivity v soci\u00e1ln\u00edch m\u00e9di\u00edch<\/li>\n<li>P\u0159edkl\u00e1d\u00e1n\u00ed formul\u00e1\u0159\u016f<\/li>\n<li>Informace o konverzi<\/li>\n<li>Data z jin\u00e9ho vestav\u011bn\u00e9ho softwaru<\/li>\n<li>Informace CRM nebo ERP<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>Tyto informace pak m\u016f\u017eete pou\u017e\u00edt k odes\u00edl\u00e1n\u00ed zpr\u00e1v t\u011bm, kte\u0159\u00ed tuto aktivitu zobrazuj\u00ed.<\/p>\n<p><strong>P\u0159\u00edklad:<\/strong> Internetov\u00fd prodejce m\u00f3dy zavede syst\u00e9m sledov\u00e1n\u00ed, kter\u00fd zaznamen\u00e1v\u00e1 kategorie produkt\u016f, kter\u00e9 ka\u017ed\u00fd u\u017eivatel nav\u0161t\u011bvuje nej\u010dast\u011bji. Kdy\u017e spole\u010dnost zjist\u00ed, \u017ee ur\u010dit\u00fd segment u\u017eivatel\u016f projevuje opakovan\u00fd z\u00e1jem o sportovn\u00ed oble\u010den\u00ed, automaticky zas\u00edl\u00e1 e-maily s nov\u00fdmi kolekcemi a exkluzivn\u00edmi nab\u00eddkami v t\u00e9to kategorii, \u010d\u00edm\u017e zvy\u0161uje konverzn\u00ed pom\u011br o 25%.<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> Ur\u010duje d\u016fle\u017eit\u00e9 akce, kter\u00e9 m\u016f\u017ee u\u017eivatel prov\u00e9st<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Behavior\u00e1ln\u00ed sd\u011blen\u00ed jsou velmi \u00fa\u010dinn\u00e1, proto\u017ee jsou vyvol\u00e1na chov\u00e1n\u00edm potenci\u00e1ln\u00edho z\u00e1kazn\u00edka. V d\u016fsledku toho tato sd\u011blen\u00ed t\u00e9m\u011b\u0159 nikdy nep\u0159ekvap\u00ed. Jsou o\u010dek\u00e1vanou reakc\u00ed na akci provedenou u\u017eivatelem.<\/p>\n<p>V tom spo\u010d\u00edv\u00e1 skute\u010dn\u00e1 s\u00edla behavior\u00e1ln\u00edch zpr\u00e1v: jsou spou\u0161t\u011bny u\u017eivatelem, nikoli market\u00e9rem.<\/p>\n<p>Market\u00e9r se mus\u00ed rozhodnout, na kter\u00e9 akce u\u017eivatele bude reagovat. Nap\u0159\u00edklad:<\/p>\n<ul>\n<li>Odesl\u00e1n\u00ed e-knihy \/ formul\u00e1\u0159e s obsahem: ode\u0161le transak\u010dn\u00ed e-mail s potvrzen\u00edm sta\u017een\u00ed.<\/li>\n<li>Zobrazen\u00ed konkr\u00e9tn\u00edho obsahu na webov\u00fdch str\u00e1nk\u00e1ch: zas\u00edl\u00e1n\u00ed c\u00edlen\u00e9ho n\u00e1sledn\u00e9ho obsahu. Pokud n\u011bkdo nav\u0161t\u00edv\u00ed ur\u010ditou str\u00e1nku, po\u0161lete mu dal\u0161\u00ed nebo dopl\u0148uj\u00edc\u00ed obsah.<\/li>\n<li>Zpr\u00e1vy o zapojen\u00ed\/odpojen\u00ed: po\u0161lete jim zpr\u00e1vu s dal\u0161\u00edm konkr\u00e9tn\u00edm CTA, abyste je motivovali k v\u011bt\u0161\u00edmu zapojen\u00ed.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>Dal\u0161\u00edmi akcemi, kter\u00e9 m\u016f\u017eete pova\u017eovat za po\u010d\u00e1te\u010dn\u00ed spou\u0161t\u011b\u010de, jsou n\u00e1v\u0161t\u011bva cenov\u00e9 str\u00e1nky, aktivita na soci\u00e1ln\u00edch s\u00edt\u00edch, p\u0159ihl\u00e1\u0161en\u00ed k odb\u011bru blogu nebo p\u0159e\u010dten\u00ed konkr\u00e9tn\u00edho p\u0159\u00edsp\u011bvku na blogu.<\/p>\n<p>Zde je znalost va\u0161\u00ed kontaktn\u00ed z\u00e1kladny opravdu d\u016fle\u017eit\u00e1.<\/p>\n<p>Jakmile v\u00edte, co lze sledovat, jedin\u00fdm omezen\u00edm je kreativita!<\/p>\n<p><strong>P\u0159\u00edklad:<\/strong> Softwarov\u00e1 spole\u010dnost zjist\u00ed, \u017ee u\u017eivatel opakovan\u011b nav\u0161t\u00edvil jej\u00ed cenovou str\u00e1nku, ani\u017e by dokon\u010dil n\u00e1kup. V reakci na to za\u0161le personalizovan\u00fd e-mail s nab\u00eddkou bezplatn\u00e9 demoverze a zd\u016frazn\u011bn\u00edm relevantn\u00edch p\u0159\u00edb\u011bh\u016f o \u00fasp\u011bchu, co\u017e vede ke konverzi 15% t\u011bchto potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> na z\u00e1klad\u011b tohoto chov\u00e1n\u00ed zah\u00e1jit konverzaci s u\u017eivatelem.<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Posledn\u00edm krokem je definovat texty, kter\u00e9 na z\u00e1klad\u011b tohoto chov\u00e1n\u00ed povedou k plodn\u00e9 konverzaci se z\u00e1kazn\u00edkem.<\/p>\n<p>Pokud je to dob\u0159e provedeno, dos\u00e1hnete t\u00edm konverzace.<\/p>\n<p><strong>Body, kter\u00e9 je t\u0159eba vz\u00edt v \u00favahu v ka\u017ed\u00e9 strategii chov\u00e1n\u00ed<\/strong><\/p>\n<p>Behavior\u00e1ln\u00ed e-mailov\u00fd marketing je velmi osobn\u00ed zku\u0161enost. V podstat\u011b vytvo\u0159il segment jednoho \u010dlov\u011bka, kter\u00fd, jak bylo uvedeno v\u00fd\u0161e, je zlat\u00fdm h\u0159ebem pro ka\u017ed\u00e9ho market\u00e9ra.<\/p>\n<p>M\u011bla by b\u00fdt navr\u017eena tak, aby vytv\u00e1\u0159ela skute\u010dn\u011b jedine\u010dn\u00fd z\u00e1\u017eitek pro ka\u017edou osobu, kter\u00e1 s va\u0161\u00ed spole\u010dnost\u00ed komunikuje online.<\/p>\n<p><strong>P\u0159\u00edklad:<\/strong> Online posilovna si v\u0161imne, \u017ee u\u017eivatel absolvoval n\u011bkolik tr\u00e9ninkov\u00fdch postup\u016f zam\u011b\u0159en\u00fdch na s\u00edlu. Na z\u00e1klad\u011b tohoto chov\u00e1n\u00ed za\u0161le e-mail s doporu\u010den\u00edm konkr\u00e9tn\u00edch dopl\u0148k\u016f a p\u0159\u00edslu\u0161enstv\u00ed pro silov\u00fd tr\u00e9nink spolu s referencemi ostatn\u00edch u\u017eivatel\u016f, co\u017e zvy\u0161uje k\u0159\u00ed\u017eov\u00fd prodej o 20%.<\/p>\n<p>Zaveden\u00ed strategie behavior\u00e1ln\u00edho e-mailov\u00e9ho marketingu v\u00e1m umo\u017en\u00ed efektivn\u011bji nav\u00e1zat kontakt se z\u00e1kazn\u00edky t\u00edm, \u017ee jim ve spr\u00e1vn\u00fd \u010das poskytnete relevantn\u00ed obsah.<\/p>\n<p>Pokud hled\u00e1te spolehlivou a zku\u0161enou platformu pro spr\u00e1vu sv\u00fdch e-mailov\u00fdch marketingov\u00fdch kampan\u00ed, MasterBase\u00ae je p\u0159edn\u00ed volbou na trhu s v\u00edce ne\u017e 20 lety zku\u0161enost\u00ed na mezin\u00e1rodn\u00edm trhu.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=relevancia-critica-para-el-exito-de-email-marketing\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"800\" height=\"515\" data-attachment-id=\"16734\" data-permalink=\"https:\/\/masterbase.com\/cs\/enlace-de-desuscripcion-por-que-debes-incluirlo-en-tus-envios-de-email-marketing\/masterbase\/construyendo-el-camino-a-la-relevancia-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?fit=818%2C527&amp;ssl=1\" data-orig-size=\"818,527\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook: Construyendo el camino a la relevancia\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?fit=800%2C515&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=800%2C515&#038;ssl=1\" alt=\"ebook: Budov\u00e1n\u00ed cesty k v\u00fdznamu\" class=\"wp-image-16734\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?w=818&amp;ssl=1 818w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=300%2C193&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=768%2C495&amp;ssl=1 768w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Paradoxn\u011b nej\u00fa\u010dinn\u011bj\u0161\u00ed strategi\u00ed pro zv\u00fd\u0161en\u00ed efektivity e-mailov\u00e9ho marketingu je ta, kter\u00e1 se pou\u017e\u00edv\u00e1 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