{"id":6649,"date":"2023-06-14T21:43:00","date_gmt":"2023-06-14T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6649"},"modified":"2024-01-09T16:39:25","modified_gmt":"2024-01-09T14:39:25","slug":"4-zpusoby-vyuziti-e-mailovych-kampani-mimo-marketing","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/4-formas-de-utilizar-campanas-de-email-fuera-del-marketing\/masterbase\/","title":{"rendered":"4 zp\u016fsoby vyu\u017eit\u00ed e-mailov\u00fdch kampan\u00ed mimo marketing"},"content":{"rendered":"

Studie, kterou p\u0159ed n\u011bkolika lety provedla spole\u010dnost Marketing Sherpa, ukazuje, \u017ee spot\u0159ebitel\u00e9 se do spole\u010dnosti zapojuj\u00ed p\u0159ednostn\u011b prost\u0159ednictv\u00edm e-mailu p\u0159ed ostatn\u00edmi komunika\u010dn\u00edmi kan\u00e1ly, jako jsou soci\u00e1ln\u00ed m\u00e9dia nebo telefon.<\/p>\n

<\/p>\n

Pokud neprov\u00e1d\u00edte e-mailov\u00e9 marketingov\u00e9 kampan\u011b pro sv\u00e9 z\u00e1kazn\u00edky, p\u0159ich\u00e1z\u00edte o velkou p\u0159\u00edle\u017eitost; pokud v\u0161ak ano a pos\u00edl\u00e1te pouze propaga\u010dn\u00ed zpr\u00e1vy, situace nen\u00ed o mnoho lep\u0161\u00ed, proto\u017ee nedostate\u010dn\u011b vyu\u017e\u00edv\u00e1te cenn\u00fd komunika\u010dn\u00ed kan\u00e1l.<\/p>\n

Pr\u016fm\u011brn\u00e1 marketingov\u00e1 kampa\u0148 se zam\u011b\u0159uje na propagaci nab\u00eddek a nov\u00fdch produkt\u016f, aby p\u0159im\u011bla z\u00e1kazn\u00edky k prvn\u00edmu n\u00e1kupu.<\/p>\n

N\u00ed\u017ee si projdeme \u010dty\u0159i e-mailov\u00e9 marketingov\u00e9 kampan\u011b, kter\u00e9 p\u0159esahuj\u00ed \u010dist\u011b propaga\u010dn\u00ed charakter a jejich\u017e c\u00edlem je budovat pevn\u011bj\u0161\u00ed vztahy s va\u0161imi st\u00e1vaj\u00edc\u00edmi z\u00e1kazn\u00edky.<\/p>\n

1. V\u00edtejte<\/strong><\/span><\/p>\n

Uv\u00edtac\u00ed e-mailov\u00e1 marketingov\u00e1 kampa\u0148 je slo\u017eit\u011bj\u0161\u00ed ne\u017e pouh\u00e9 potvrzen\u00ed nov\u00e9ho \u00fa\u010dtu.<\/p>\n

Prvn\u00ed zpr\u00e1vy by m\u011bly ud\u00e1vat t\u00f3n interakce s u\u017eivateli, vzd\u011bl\u00e1vat je a povzbuzovat k tomu, aby se stali aktivn\u00edmi u\u017eivateli (co\u017e je d\u016fle\u017eit\u00fd krok na cest\u011b k pravideln\u00fdm p\u0159\u00edjm\u016fm).<\/p>\n

Ka\u017ed\u00e1 z t\u011bchto e-mailov\u00fdch zpr\u00e1v by m\u011bla b\u00fdt stru\u010dn\u00e1 a zdvo\u0159il\u00e1. Nesna\u017ete se o hlubok\u00e9 ponory; na to budete m\u00edt \u010das a p\u0159\u00edle\u017eitost pozd\u011bji, pokud v t\u00e9to f\u00e1zi postupujete spr\u00e1vn\u011b.<\/p>\n

Iniciovat tyto kampan\u011b:<\/p>\n

Integrujte sv\u016fj n\u00e1stroj pro e-mailov\u00fd marketing s platformou CRM, abyste mohli z\u00edsk\u00e1vat seznamy nov\u00fdch z\u00e1kazn\u00edk\u016f.<\/p>\n

Rozhodn\u011bte se, jak\u00fdm t\u00f3nem bude v\u00e1\u0161 t\u00fdm z\u00e1kaznick\u00e9ho servisu jednat s nov\u00fdmi u\u017eivateli.<\/p>\n

Ur\u010dete hlavn\u00ed kroky, kter\u00e9 m\u00e1 z\u00e1kazn\u00edk ud\u011blat, aby se pln\u011b zapojil do va\u0161\u00ed zna\u010dky\/produktu, a navrhn\u011bte pro ka\u017ed\u00fd z nich sd\u011blen\u00ed.<\/p>\n

Prov\u00e1d\u00ed testy vyhodnocov\u00e1n\u00edm metrik zapojen\u00ed u\u017eivatel\u016f a v p\u0159\u00edpad\u011b pot\u0159eby prov\u00e1d\u00ed \u00fapravy.<\/p>\n

2. Pr\u016fb\u011b\u017en\u00e9 vzd\u011bl\u00e1v\u00e1n\u00ed
\n<\/span><\/strong>Vzd\u011bl\u00e1vac\u00ed sd\u011blen\u00ed zvy\u0161uj\u00ed hodnotu vztah\u016f se z\u00e1kazn\u00edky a vytv\u00e1\u0159ej\u00ed z va\u0161\u00ed spole\u010dnosti d\u016fv\u011bryhodnou autoritu. Jejich dal\u0161\u00ed v\u00fdhodou je tak\u00e9 to, \u017ee pom\u00e1haj\u00ed z\u00e1kazn\u00edkovi dozv\u011bd\u011bt se v\u00edce o va\u0161\u00ed firm\u011b a aktu\u00e1ln\u00edch trendech.<\/p>\n

Iniciovat tyto kampan\u011b:<\/p>\n

Prohledejte sv\u016fj aktu\u00e1ln\u00ed obsah zam\u011b\u0159en\u00fd na z\u00e1kazn\u00edky (\u010dl\u00e1nky na blogu, pr\u016fvodce, webov\u00e9 semin\u00e1\u0159e) a ur\u010dete nej\u010dten\u011bj\u0161\u00ed obsah. Za\u010dn\u011bte s jeho sd\u00edlen\u00edm.<\/p>\n

Upravte svou strategii na z\u00e1klad\u011b ukazatel\u016f zapojen\u00ed.<\/p>\n

To zahrnuje redukci obsahu, kter\u00fd nen\u00ed p\u0159\u00edmo zapojen, vytv\u00e1\u0159en\u00ed nov\u00e9ho obsahu, na kter\u00fd se v\u00edce klik\u00e1, a poskytov\u00e1n\u00ed sd\u00edlen\u00fdch zdroj\u016f.<\/p>\n

Neriskujte, \u017ee budete s touto strategi\u00ed pova\u017eov\u00e1ni za spam. Pova\u017eujte ji za newsletter, tak\u017ee zas\u00edl\u00e1n\u00ed v\u00edce ne\u017e dvakr\u00e1t m\u011bs\u00ed\u010dn\u011b je p\u0159ehnan\u00e9.<\/p>\n

3. Hlub\u0161\u00ed zapojen\u00ed
\n<\/span><\/strong>Prohlouben\u00ed zapojen\u00ed z\u00e1kazn\u00edk\u016f je skv\u011bl\u00fd zp\u016fsob, jak vyu\u017e\u00edt intern\u00ed zdroje jako vod\u00edtko pro psan\u00ed obsahu.<\/p>\n

Pokud v\u00e1\u0161 t\u00fdm z\u00e1kaznick\u00e9ho servisu v\u00ed o ur\u010dit\u00e9m probl\u00e9mu, kter\u00fd se t\u00fdk\u00e1 v\u011bt\u0161iny u\u017eivatel\u016f, m\u016f\u017eete u\u0161et\u0159it hodiny p\u0159\u00edm\u00e9ho servisu t\u00edm, \u017ee se o tomto probl\u00e9mu zm\u00edn\u00edte v p\u0159\u00edsp\u011bvku na blogu nebo ve videu, kter\u00e9 sd\u00edl\u00edte v e-mailov\u00e9 zpr\u00e1v\u011b.<\/p>\n

Kampan\u011b zapojen\u00ed v\u00e1m tak\u00e9 umo\u017en\u00ed zd\u016fraznit st\u00e1vaj\u00edc\u00ed n\u00e1stroje a prohloubit znalosti st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f o va\u0161em produktu.<\/p>\n

Iniciovat tyto kampan\u011b:<\/strong><\/p>\n

Pora\u010fte se se sv\u00fdmi t\u00fdmy z\u00e1kaznick\u00e9 podpory a technologick\u00fdmi t\u00fdmy a zjist\u011bte, kde jsou bolestiv\u00e1 m\u00edsta z\u00e1kazn\u00edk\u016f. Kdy\u017e jsou z\u00e1kazn\u00edci ve va\u0161\u00ed spole\u010dnosti n\u011bkolik m\u011bs\u00edc\u016f, jakou funkci nebo funkci se pot\u0159ebuj\u00ed nau\u010dit p\u0159\u00ed\u0161t\u011b?<\/p>\n

Vyu\u017eijte funkci pr\u016fzkumu a chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f na sv\u00fdch str\u00e1nk\u00e1ch. Jsou cel\u00e9 sekce, kter\u00e9 z\u00e1kazn\u00edci zcela vynech\u00e1vaj\u00ed?<\/p>\n

Tyto zpr\u00e1vy mohou vytvo\u0159it aktivn\u00ed u\u017eivatele, proto\u017ee dostanou konkr\u00e9tn\u00ed informace a podporu pro n\u00e1stroje nebo produkty, kter\u00e9 by jinak mohli p\u0159ehl\u00e9dnout.<\/p>\n

4. Sn\u00ed\u017een\u00ed \u00fabytku osob
\n<\/strong><\/span>Sni\u017eov\u00e1n\u00ed m\u00edry \u00fabytku z\u00e1kazn\u00edk\u016f za\u010d\u00edn\u00e1 dlouho p\u0159edt\u00edm, ne\u017e z\u00e1kazn\u00edk za\u010dne uva\u017eovat o jin\u00fdch poskytovatel\u00edch. Pokud m\u00e1te vysok\u00fd \u00fabytek z\u00e1kazn\u00edk\u016f, je to proto, \u017ee jste nejprve m\u011bli probl\u00e9m se zapojen\u00edm, a to vy\u017eaduje ur\u010dit\u00e9 \u0161et\u0159en\u00ed.<\/p>\n

Zjist\u011bte pr\u016fm\u011brnou dobu v\u00fdpadku, ne\u017e lid\u00e9 zru\u0161\u00ed slu\u017ebu, a vytvo\u0159te kampa\u0148 \"Chyb\u00edte n\u00e1m\", kter\u00e1 tyto z\u00e1kazn\u00edky znovu zapoj\u00ed.<\/p>\n

Kampan\u011b proti odchodu z\u00e1kazn\u00edk\u016f jsou p\u0159ipom\u00ednkou z\u00e1kazn\u00edk\u016fm, aby se znovu zapojili do va\u0161eho produktu nebo zna\u010dky. Pokud je spr\u00e1vn\u011b napl\u00e1nujete, mo\u017en\u00e1 se v\u00e1m poda\u0159\u00ed reaktivovat konverzaci a vy\u0159e\u0161it probl\u00e9my z\u00e1kazn\u00edk\u016f d\u0159\u00edve, ne\u017e bude pozd\u011b.<\/p>\n

Je pravda, \u017ee n\u011bkte\u0159\u00ed lid\u00e9 si pak uv\u011bdom\u00ed, \u017ee za v\u00e1\u0161 produkt nebo slu\u017ebu st\u00e1le plat\u00ed, a rozhodnou se ji zru\u0161it, ale pokud budete \u010dekat d\u00e9le, mo\u017en\u00e1 budete muset t\u011bmto z\u00e1kazn\u00edk\u016fm vr\u00e1tit pen\u00edze.<\/p>\n

Iniciovat tyto kampan\u011b:<\/strong><\/p>\n

Polo\u017ete ot\u00e1zku. Kdy\u017e po\u017e\u00e1d\u00e1te sv\u00e9 z\u00e1kazn\u00edky o zp\u011btnou vazbu, z\u00edsk\u00e1te z\u00e1kazn\u00edky, kte\u0159\u00ed o va\u0161em produktu p\u0159em\u00fd\u0161lej\u00ed. M\u011b\u0159en\u00ed anga\u017eovanosti prost\u0159ednictv\u00edm jejich odpov\u011bd\u00ed.<\/p>\n

Nejprve zva\u017ete, zda tuto kampa\u0148 spustit v mal\u00e9m m\u011b\u0159\u00edtku a na individu\u00e1ln\u00ed b\u00e1zi, a a\u017e si budete jisti, \u017ee v\u00e1\u0161 t\u00fdm technick\u00e9 podpory zvl\u00e1dne v\u0161echny reakce, teprve potom ji prove\u010fte ve velk\u00e9m rozsahu.<\/p>\n

Pro definov\u00e1n\u00ed budouc\u00edch kampan\u00ed a stanoven\u00ed strategi\u00ed zam\u011b\u0159en\u00fdch na z\u00e1kazn\u00edky je op\u011bt d\u016fle\u017eit\u00e9 vyu\u017e\u00edvat informace z\u00edskan\u00e9 z e-mailov\u00fdch kampan\u00ed, a\u0165 u\u017e doru\u010den\u00fdch p\u0159\u00edmo z\u00e1kazn\u00edky, nebo odvozen\u00fdch z \u00farovn\u011b jejich zapojen\u00ed.<\/p>\n

Pokud budete v\u011bnovat velkou pozornost tomu, jak va\u0161i z\u00e1kazn\u00edci komunikuj\u00ed s va\u0161\u00ed komunikac\u00ed, z\u00edsk\u00e1te hlub\u0161\u00ed porozum\u011bn\u00ed c\u00edlov\u00e9mu trhu a budete v\u011bd\u011bt, jak nejl\u00e9pe slou\u017eit z\u00e1kazn\u00edk\u016fm od za\u010d\u00e1tku jejich cesty.<\/p>\n

<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Studie, kterou p\u0159ed n\u011bkolika lety provedla spole\u010dnost Marketing Sherpa, ukazuje, \u017ee spot\u0159ebitel\u00e9 se do spole\u010dnosti zapojuj\u00ed p\u0159ednostn\u011b prost\u0159ednictv\u00edm e-mailu p\u0159ed ostatn\u00edmi komunika\u010dn\u00edmi kan\u00e1ly, jako jsou soci\u00e1ln\u00ed m\u00e9dia nebo telefon.<\/p>","protected":false},"author":239642484,"featured_media":7753,"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,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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":[1414],"class_list":["post-6649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\n4 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