{"id":6578,"date":"2022-08-13T13:11:58","date_gmt":"2022-08-13T10:11:58","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6578"},"modified":"2024-08-13T13:15:21","modified_gmt":"2024-08-13T10:15:21","slug":"5-aspektu-e-mailoveho-marketingu-ktere-je-treba-otestovat-a-b","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/5-aspectos-de-tu-email-marketing-a-los-que-aplicar-pruebas-a-b\/masterbase\/","title":{"rendered":"5 aspekt\u016f e-mailov\u00e9ho marketingu, kter\u00e9 je t\u0159eba testovat metodou A\/B"},"content":{"rendered":"<h2 style=\"text-align: justify;\">St\u00e1le \u017e\u00e1dn\u00e9 A\/B testov\u00e1n\u00ed?<\/h2>\n<p style=\"text-align: justify;\">Pou\u017eit\u00ed A\/B testov\u00e1n\u00ed je z\u00e1sadn\u00ed pro zv\u00fd\u0161en\u00ed m\u00edry proklik\u016f a sn\u00ed\u017een\u00ed m\u00edry odhl\u00e1\u0161en\u00ed. Jedn\u00e1 se o nejjednodu\u0161\u0161\u00ed a nejspolehliv\u011bj\u0161\u00ed metodu vyhodnocov\u00e1n\u00ed designu a obsahu zpr\u00e1v, stejn\u011b jako taktiky odes\u00edl\u00e1n\u00ed, abyste zjistili, co generuje nejlep\u0161\u00ed v\u00fdsledky.<\/p>\n<p style=\"text-align: justify;\">Zjednodu\u0161en\u011b \u0159e\u010deno, otestujete dv\u011b r\u016fzn\u00e9 verze stejn\u00e9ho sd\u011blen\u00ed, ka\u017edou z nich po\u0161lete mal\u00e9 \u010d\u00e1sti seznamu kontakt\u016f (ide\u00e1ln\u011b 10% a 10%) a po\u010dk\u00e1te, kter\u00e1 z nich byla l\u00e9pe p\u0159ijata, a pot\u00e9 ji po\u0161lete zbytku kontakt\u016f v seznamu (80%).<\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">To je to, co funkce A\/B testov\u00e1n\u00ed v MasterBase\u00ae d\u011bl\u00e1 automaticky.<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">C\u00edlov\u00e1 str\u00e1nka<\/strong>Ur\u010den\u00ed prvk\u016f zpr\u00e1vy, kter\u00e9 je t\u0159eba zm\u011bnit, aby bylo dosa\u017eeno nejlep\u0161\u00edch v\u00fdsledk\u016f.<\/p>\n<p><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" style=\"display: block; margin-left: auto; margin-right: auto; position: relative; max-width: 100%; cursor: pointer; padding: 0px 1px;\" src=\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/pruebab2.jpg?resize=683%2C339&#038;ssl=1\" alt=\"testb2.jpg\" width=\"683\" height=\"339\" \/><\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">1. Odes\u00edlatel (jm\u00e9no a adresa)<\/strong><\/h2>\n<p style=\"text-align: justify;\">Zkuste pou\u017e\u00edt dva r\u016fzn\u00e9 odes\u00edlatele: kdo a odkud zpr\u00e1vy odes\u00edl\u00e1. Pokud jde o odes\u00edlatele, doporu\u010dujeme b\u00fdt konzistentn\u00ed ve v\u0161ech odes\u00edlan\u00fdch zpr\u00e1v\u00e1ch. V\u0161\u00edmejte si tedy, jak jm\u00e9no a e-mailov\u00e1 adresa odes\u00edlatele ovliv\u0148uj\u00ed metriky otev\u0159en\u00ed, abyste mohli do budoucna pou\u017e\u00edvat ten, kter\u00fd v\u00e1m p\u0159in\u00e1\u0161\u00ed nejlep\u0161\u00ed v\u00fdsledky.<\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">2.    P\u0159edm\u011bt<\/strong><\/h2>\n<p style=\"text-align: justify;\">P\u0159edm\u011bt zpr\u00e1vy je velmi d\u016fle\u017eit\u00fd a m\u016f\u017ee rozhodnout o tom, zda bude zpr\u00e1va otev\u0159ena, nebo zahozena. Pomoc\u00ed A\/B testu, v n\u011bm\u017e zm\u011bn\u00edte p\u0159edm\u011bt zpr\u00e1vy, si to m\u016f\u017eete ov\u011b\u0159it. Vyzkou\u0161ejte to pomoc\u00ed:<\/p>\n<p style=\"text-align: justify;\">- P\u0159izp\u016fsoben\u00ed p\u0159edm\u011btu v jedn\u00e9 ze dvou verz\u00ed<\/p>\n<p style=\"text-align: justify;\">- Pou\u017eijte dv\u011b r\u016fzn\u00e9 d\u00e9lky textu v jednom a druh\u00e9m.<\/p>\n<p style=\"text-align: justify;\">- V jednom uve\u010fte v\u00fdzvu k akci a v druh\u00e9m \u017e\u00e1dnou v\u00fdzvu k akci.<\/p>\n<p style=\"text-align: justify;\">- V ka\u017ed\u00e9 z nich pou\u017e\u00edvejte jin\u00e1 slova a jin\u00fd styl jazyka.<\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">3. Design<\/strong><\/h2>\n<p style=\"text-align: justify;\">V\u017edy je vhodn\u00e9 m\u00edt \u0161ablonu pro pravideln\u00e9 zpr\u00e1vy. M\u016f\u017eete si ji ponechat jako verzi A a vytvo\u0159it m\u00edrn\u011b odli\u0161nou, kterou budete pou\u017e\u00edvat jako verzi B.<\/p>\n<p style=\"text-align: justify;\">Vzhled zpr\u00e1vy m\u016f\u017ee m\u00edt vliv, proto zkuste ve verzi B upravit n\u011bkter\u00e9 prvky designu p\u016fvodn\u00ed verze a zjist\u011bte, zda to ovlivn\u00ed m\u00edru proklik\u016f nebo odhl\u00e1\u0161en\u00ed. N\u011bkter\u00e9 prvky designu, kter\u00e9 m\u016f\u017eete p\u0159ep\u00ednat, jsou:<\/p>\n<p style=\"text-align: justify;\">- Tu\u010dn\u00e9 a oby\u010dejn\u00e9 p\u00edsmo<\/p>\n<p style=\"text-align: justify;\">- Pou\u017e\u00edv\u00e1n\u00ed velk\u00fdch p\u00edsmen<\/p>\n<p style=\"text-align: justify;\">- Velikost a barva p\u00edsma<\/p>\n<p style=\"text-align: justify;\">- Barvy pozad\u00ed<\/p>\n<p style=\"text-align: justify;\">- Obr\u00e1zky<\/p>\n<p style=\"text-align: justify;\">- Zpr\u00e1vy ve form\u00e1tu HTML a prost\u00e9 textov\u00e9 zpr\u00e1vy<\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">\u00a04. Obsah<\/strong><\/h2>\n<p style=\"text-align: justify;\">Obsah rozes\u00edlek je skv\u011bl\u00fdm p\u0159\u00edkladem pro testov\u00e1n\u00ed r\u016fzn\u00fdch v\u011bc\u00ed. A nen\u00ed nic lep\u0161\u00edho ne\u017e A\/B testov\u00e1n\u00ed, abyste zjistili, jak ten \u010di onen obsah p\u0159ij\u00edm\u00e1 va\u0161e publikum.<\/p>\n<p style=\"text-align: justify;\">-\u00a0\u00a0\u00a0\u00a0\u00a0<strong style=\"font-weight: bold;\">Dr\u017e\u00e1k<\/strong>Je to prvn\u00ed v\u011bc, kterou n\u011bkdo uvid\u00ed, kdy\u017e otev\u0159e zpr\u00e1vu. I kdy\u017e by m\u011bl b\u00fdt v souladu s p\u0159edm\u011btem, nezapome\u0148te si ho vyzkou\u0161et. Jednou z mo\u017enost\u00ed by bylo prom\u011bnit jej v odkaz.<\/p>\n<p style=\"text-align: justify;\">-\u00a0\u00a0\u00a0\u00a0\u00a0<strong style=\"font-weight: bold;\">Rozlo\u017een\u00ed<\/strong>Experimentujte se zm\u011bnou um\u00edst\u011bn\u00ed obsahu. Bu\u010fte v\u0161ak opatrn\u00ed: to nejd\u016fle\u017eit\u011bj\u0161\u00ed um\u00edst\u011bte v\u017edy na za\u010d\u00e1tek zpr\u00e1vy.<\/p>\n<p style=\"text-align: justify;\">-\u00a0\u00a0\u00a0\u00a0\u00a0<strong style=\"font-weight: bold;\">V\u00fdzva k akci<\/strong>Vyzkou\u0161ejte r\u016fzn\u00e9 v\u00fdzvy k akci ve dvou verz\u00edch zpr\u00e1vy, abyste zjistili, jak\u00fd vliv maj\u00ed na konverzi nebo m\u00edru prokliku. V\u00fdzva k akci by m\u011bla \u00fazce souviset s p\u0159edm\u011btem zpr\u00e1vy.<\/p>\n<p style=\"text-align: justify;\">-\u00a0\u00a0\u00a0\u00a0\u00a0<strong style=\"font-weight: bold;\">Typ obsahu<\/strong>Ka\u017ed\u00e1 odeslan\u00e1 zpr\u00e1va by m\u011bla m\u00edt sv\u016fj c\u00edl, abyste mohli zm\u011b\u0159it, co fungovalo a co ne. D\u00e1vejte obsahu r\u016fzn\u00e9 p\u0159\u00edstupy a vyhodnocujte.<\/p>\n<p style=\"text-align: justify;\">-\u00a0\u00a0\u00a0<strong style=\"font-weight: bold;\">\u00a0\u00a0Odkazy na soci\u00e1ln\u00ed s\u00edt\u011b<\/strong>V jedn\u00e9 verzi um\u00edst\u011bte ikony soci\u00e1ln\u00edch m\u00e9di\u00ed do horn\u00ed \u010d\u00e1sti zpr\u00e1vy, v druh\u00e9 verzi je um\u00edst\u011bte do spodn\u00ed \u010d\u00e1sti. Pot\u00e9 v\u011bnujte pozornost tomu, kter\u00e1 z nich vyvolala v\u00edce kliknut\u00ed.<\/p>\n<p style=\"text-align: justify;\">-\u00a0\u00a0\u00a0\u00a0\u00a0<strong style=\"font-weight: bold;\">Po\u010det odkaz\u016f<\/strong>Pokud maj\u00ed va\u0161e p\u0159\u00edsp\u011bvky dobrou m\u00edru proklik\u016f, zkuste zv\u00fd\u0161it po\u010det odkaz\u016f v jedn\u00e9 z obou verz\u00ed. Odkaz v\u017edy uv\u00e1d\u011bjte v prvn\u00edm nebo druh\u00e9m odstavci t\u011bla zpr\u00e1vy.<\/p>\n<p style=\"text-align: justify;\">-\u00a0\u00a0\u00a0\u00a0\u00a0<strong style=\"font-weight: bold;\">D\u00e9lka zpr\u00e1vy<\/strong>Vyzkou\u0161ejte r\u016fzn\u00e9 d\u00e9lky textu, abyste zjistili, jak\u00fd obsah nebo informace va\u0161e publikum nejl\u00e9pe p\u0159ijme. Pokud si v\u0161imnete, \u017ee p\u0159\u00edjemci kliknou pouze na prvn\u00ed odkaz, je to znamen\u00ed, \u017ee byste m\u011bli sv\u00e1 sd\u011blen\u00ed zkr\u00e1tit.<\/p>\n<h2 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">5. Na\u010dasov\u00e1n\u00ed a \u010detnost odes\u00edl\u00e1n\u00ed<\/strong><\/h2>\n<p style=\"text-align: justify;\">To je nejjednodu\u0161\u0161\u00ed aspekt, kter\u00fd lze otestovat. Nen\u00ed nutn\u00e9 m\u011bnit nic v samotn\u00e9 zpr\u00e1v\u011b, ale pouze ve dnech a \u010dasech odesl\u00e1n\u00ed.<\/p>\n<p style=\"text-align: justify;\">V\u017edy si m\u016f\u017eete pomoci pr\u016fzkumem mezi p\u0159\u00edjemci, kdy a v kolik hodin preferuj\u00ed p\u0159ij\u00edmat sd\u011blen\u00ed od va\u0161\u00ed spole\u010dnosti. Pokud v\u0161ak jde o A\/B testov\u00e1n\u00ed, dva hlavn\u00ed faktory, kter\u00e9 m\u016f\u017eete vyhodnotit p\u0159i zas\u00edl\u00e1n\u00ed stejn\u00e9ho obsahu se stejn\u00fdm rozvr\u017een\u00edm, p\u0159edm\u011btem a odes\u00edlatelem, jsou den v t\u00fddnu a denn\u00ed doba, kdy je zas\u00edl\u00e1te.<\/p>\n<p style=\"text-align: justify;\">Dal\u0161\u00edm mo\u017en\u00fdm prvkem pro testov\u00e1n\u00ed t\u00e9to funkce je po\u010det z\u00e1silek, kter\u00e9 jsou va\u0161e kontakty ochotny obdr\u017eet b\u011bhem jednoho t\u00fddne nebo m\u011bs\u00edce. Jin\u00fdmi slovy, \u010detnost. Podle n\u011bkolika studi\u00ed m\u00e1 zv\u00fd\u0161en\u00ed nebo sn\u00ed\u017een\u00ed frekvence komunikace v\u00fdznamn\u00fd vliv na m\u00edru proklik\u016f a odhl\u00e1\u0161en\u00ed.<\/p>\n<p><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=guia-basica-para-realizar-pruebas-en-email-marketing\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"15740\" data-permalink=\"https:\/\/masterbase.com\/cs\/6-errores-de-pruebas-a-b-que-debes-evitar-en-tus-campanas\/masterbase\/captura-de-pantalla-2024-08-12-175309\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?fit=373%2C237&amp;ssl=1\" data-orig-size=\"373,237\" 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  Gu\u00eda b\u00e1sica para realizar PRUEBAS en Email Marketing\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?fit=373%2C237&amp;ssl=1\" class=\"aligncenter wp-image-15740\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309-300x191.png?resize=633%2C403&#038;ssl=1\" alt=\"ebook Z\u00e1kladn\u00ed pr\u016fvodce testov\u00e1n\u00edm v e-mailov\u00e9m marketingu\" width=\"633\" height=\"403\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?resize=300%2C191&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?resize=18%2C12&amp;ssl=1 18w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?w=373&amp;ssl=1 373w\" sizes=\"(max-width: 633px) 100vw, 633px\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>C\u00edlem tohoto \u010dl\u00e1nku je uk\u00e1zat v\u00e1m 5 prvk\u016f va\u0161\u00ed komunikace, kter\u00e9 je mo\u017en\u00e9 a velmi u\u017eite\u010dn\u00e9 vyhodnotit pomoc\u00ed A\/B testov\u00e1n\u00ed.<\/p>","protected":false},"author":239642484,"featured_media":15760,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast 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