{"id":6663,"date":"2023-07-07T21:43:00","date_gmt":"2023-07-07T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6663"},"modified":"2023-12-29T09:04:02","modified_gmt":"2023-12-29T07:04:02","slug":"__trashed-2","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/__trashed-2\/masterbase\/","title":{"rendered":"Jak funguje transak\u010dn\u00ed po\u0161ta a jak ji efektivn\u011b pou\u017e\u00edvat"},"content":{"rendered":"<p><span style=\"font-size: 18px;\"><strong style=\"font-weight: bold;\">Jako majitel internetov\u00e9ho podniku nebo obchodn\u00edk si nepochybn\u011b mus\u00edte b\u00fdt v\u011bdomi existence transak\u010dn\u00edch z\u00e1silek a toho, jak mohou z\u00e1sadn\u00edm zp\u016fsobem ovlivnit va\u0161e propaga\u010dn\u00ed \u00fasil\u00ed.<\/strong><\/span><\/p>\n<p><strong style=\"font-size: 18px; background-color: transparent; font-weight: bold;\">Pokud m\u00e1te z\u00e1kazn\u00edky, se kter\u00fdmi mus\u00edte pravideln\u011b komunikovat prost\u0159ednictv\u00edm e-mailu (kdo ne?), pak u\u017e ur\u010dit\u00fdm zp\u016fsobem transak\u010dn\u00ed rozes\u00edlku pou\u017e\u00edv\u00e1te.<\/strong><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">Co je to transak\u010dn\u00ed z\u00e1silka?<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Jedn\u00e1 se o sd\u011blen\u00ed, kter\u00e9 spole\u010dnost zas\u00edl\u00e1 sv\u00fdm kontakt\u016fm, potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm nebo z\u00e1kazn\u00edk\u016fm, aby jim umo\u017enila nav\u00e1zat na n\u011bjakou akci, kterou podnikli na webov\u00fdch str\u00e1nk\u00e1ch spole\u010dnosti nebo v jin\u00e9m m\u00e9diu \u010di instanci, a\u0165 u\u017e online nebo offline.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Jsou to akce proveden\u00e9 t\u011bmito kontakty, potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky nebo z\u00e1kazn\u00edky, kter\u00e9 vyvol\u00e1vaj\u00ed transak\u010dn\u00ed mailing, a nej\u010dast\u011bji se jedn\u00e1 o zpr\u00e1vy a ozn\u00e1men\u00ed, jako jsou nap\u0159. tyto:<\/span><\/p>\n<ul>\n<li>Potvrzen\u00ed o n\u00e1kupu<\/li>\n<li>Ozn\u00e1men\u00ed o odesl\u00e1n\u00ed nebo dod\u00e1n\u00ed zbo\u017e\u00ed<\/li>\n<li>St\u00e1hn\u011bte si dokumenty, bro\u017eury nebo \u010dl\u00e1nky<\/li>\n<li>Stav vr\u00e1cen\u00ed, v\u00fdm\u011bny<\/li>\n<li>Reakce z\u00e1kaznick\u00e9ho servisu<\/li>\n<li>Sb\u011brn\u00e9 dopisy<\/li>\n<li>Elektronick\u00e9 faktury<\/li>\n<li>Upozorn\u011bn\u00ed na neplacen\u00ed, delikvence<\/li>\n<li>Z\u00e1ru\u010dn\u00ed z\u00e1sady<\/li>\n<li>Bankovn\u00ed, poji\u0161\u0165ovac\u00ed nebo penzijn\u00ed transakce<\/li>\n<\/ul>\n<p>V n\u011bkter\u00fdch p\u0159\u00edpadech mohou p\u0159\u00edjemce po\u017e\u00e1dat o proveden\u00ed n\u011bjak\u00e9 dal\u0161\u00ed akce, zat\u00edmco v jin\u00fdch p\u0159\u00edpadech se sna\u017e\u00ed pouze potvrdit, \u017ee proces zah\u00e1jen\u00fd kontaktem byl \u00fasp\u011b\u0161n\u011b dokon\u010den.<\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">Hlavn\u00ed rysy spole\u010dn\u00e9 v\u0161em transak\u010dn\u00edm z\u00e1silk\u00e1m jsou:<\/strong><\/p>\n<ol>\n<li>Mus\u00ed se vztahovat ke konkr\u00e9tn\u00ed transakci nebo interakci, kterou p\u0159\u00edjemce provedl na webov\u00e9 str\u00e1nce nebo v aplikaci.<\/li>\n<li>Nejsou zas\u00edl\u00e1ny pravideln\u011b nebo hromadn\u011b jako propaga\u010dn\u00ed zpr\u00e1vy.<\/li>\n<\/ol>\n<p>Transak\u010dn\u00ed rozes\u00edlky jsou tak siln\u00e9 proto, \u017ee maj\u00ed statisticky prok\u00e1zanou neuv\u011b\u0159iteln\u011b vysokou m\u00edru otev\u0159en\u00ed a proklik\u016f.<\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Sta\u010d\u00ed se pod\u00edvat na n\u00e1sleduj\u00edc\u00ed <\/span><a style=\"font-size: 1em; background-color: transparent; user-select: auto;\" href=\"http:\/\/www.theemailguide.com\/images\/infographics\/easySMTP_infographic_small.jpg\">infografiky<\/a><span style=\"font-size: 1em; background-color: transparent;\"> a uv\u011bdomte si rozd\u00edl mezi transak\u010dn\u00edmi a hromadn\u00fdmi nebo propaga\u010dn\u00edmi z\u00e1silkami.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" style=\"width: 600px;\" title=\"transactional_blog_2.png\" src=\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/transaccional_blog_2.png?w=600&#038;ssl=1\" alt=\"transactional_blog_2.png\"  data-constrained=\"true\" \/><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">Pro\u010d tomu tak je?<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Nejprve je t\u0159eba poznamenat, \u017ee denn\u011b jsou zas\u00edl\u00e1ny tyto zpr\u00e1vy\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">v\u00edce ne\u017e 191 milion\u016f zpr\u00e1v<\/strong><span style=\"font-size: 1em; background-color: transparent;\">\u00a0po cel\u00e9m sv\u011bt\u011b. To odpov\u00edd\u00e1 p\u0159ibli\u017en\u011b\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">48 nov\u00fdch zpr\u00e1v v ka\u017ed\u00e9 schr\u00e1nce za den<\/strong><span style=\"font-size: 1em; background-color: transparent;\">. V\u00edce ne\u017e polovina z nich poch\u00e1z\u00ed od firem a jejich c\u00edlem je propagovat produkty nebo slu\u017eby.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Takov\u00e1 \u010d\u00edsla vysv\u011btluj\u00ed, pro\u010d je tak obt\u00ed\u017en\u00e9 zaujmout a udr\u017eet pozornost p\u0159\u00edjemc\u016f e-mailov\u00e9 marketingov\u00e9 kampan\u011b.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Pr\u00e1v\u011b v tomto sc\u00e9n\u00e1\u0159i m\u00e1 transak\u010dn\u00ed po\u0161ta p\u0159evz\u00edt vl\u00e1du.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Transak\u010dn\u00ed mailing m\u016f\u017ee p\u0159in\u00e9st nejen m\u00edru otev\u0159en\u00ed ve v\u00fd\u0161i\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">100%<\/strong><span style=\"font-size: 1em; background-color: transparent;\">Nav\u00edc mnoz\u00ed z t\u011bch, kte\u0159\u00ed zpr\u00e1vy otev\u0159ou a p\u0159e\u010dtou, je otev\u0159ou v\u00edcekr\u00e1t. Dosahuj\u00ed tak\u00e9 c\u00edlen\u00e9 m\u00edry prokliku !\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">17%<\/strong><span style=\"font-size: 1em; background-color: transparent;\">! Naopak, v\u011bt\u0161ina propaga\u010dn\u00edch kampan\u00ed a hromadn\u00fdch rozes\u00edlek odr\u00e1\u017e\u00ed pouze\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">15% otev\u0159en\u00fdch str\u00e1nek a zanedbateln\u00fdch 3% proklik\u016f.<\/strong><span style=\"font-size: 1em; background-color: transparent;\">.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Je to proto, \u017ee transak\u010dn\u00ed z\u00e1silky reaguj\u00ed na p\u0159\u00edmou akci p\u0159\u00edjemce, a proto ho zaj\u00edmaj\u00ed; je to n\u011bco, co o\u010dek\u00e1v\u00e1, \u017ee obdr\u017e\u00ed, nebo p\u0159inejmen\u0161\u00edm nen\u00ed p\u0159ekvapen, \u017ee obdr\u017e\u00ed. Takov\u00e1 zpr\u00e1va nevyhnuteln\u011b upout\u00e1 pozornost p\u0159\u00edjemce, kdy\u017e ji uvid\u00ed ve sv\u00e9 schr\u00e1nce a p\u0159istoup\u00ed k jej\u00edmu otev\u0159en\u00ed.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">A to je n\u011bco, z \u010deho lze z\u00edskat velk\u00e9 v\u00fdhody, pokud v\u00edte, jak na to.<\/span><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">Zlep\u0161ete m\u00edru prokliku a p\u0159\u00edjmy z transak\u010dn\u00edch z\u00e1silek<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Ka\u017ed\u00e1 z t\u011bchto z\u00e1silek p\u0159edstavuje vynikaj\u00edc\u00ed p\u0159\u00edle\u017eitost k propagaci va\u0161\u00ed firmy a dal\u0161\u00edmu zapojen\u00ed va\u0161ich z\u00e1kazn\u00edk\u016f. D\u016fle\u017eit\u00e9 je, aby zas\u00edlan\u00e9 zpr\u00e1vy byly v\u017edy v r\u00e1mci transakc\u00ed, abyste udr\u017eeli z\u00e1jem p\u0159\u00edjemc\u016f a vyhov\u011bli legislativ\u011b (Can Spam, Robinson exclusion lists atd.).<\/span><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">Jak toho dos\u00e1hnout a jak\u00e1 jsou mo\u017en\u00e1 zlep\u0161en\u00ed?\u00a0<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Nejprve vytvo\u0159te zaj\u00edmav\u011bj\u0161\u00ed komunika\u010dn\u00ed prvky. Pou\u017e\u00edvejte r\u016fzn\u00e9 \u0161ablony, v nich\u017e v\u017edy vynikne a bude snadno rozpoznateln\u00e1 image va\u0161\u00ed zna\u010dky; pot\u00e9 testujte r\u016fzn\u00e9 form\u00e1ty metodou A\/B, abyste zjistili, kter\u00e9 z nich funguj\u00ed nejl\u00e9pe z hlediska zv\u00fd\u0161en\u00ed po\u010dtu konverz\u00ed. Sna\u017ete se, aby to, co vid\u00ed (design), a to, jak s t\u00edm, co vid\u00ed, interaguj\u00ed (u\u017eivatelsk\u00fd z\u00e1\u017eitek), bylo zapamatovateln\u00e9.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Na druhou stranu zvy\u0161te vystaven\u00ed publika transak\u010dn\u00edm z\u00e1silk\u00e1m tak, jak je to rozumn\u00e9, ve v\u011bt\u0161\u00edm souboru men\u0161\u00edch zpr\u00e1v. Nap\u0159\u00edklad jim po\u0161lete dv\u011b nebo v\u00edce uv\u00edtac\u00edch zpr\u00e1v v s\u00e9rii, mezi nimi\u017e bude transak\u010dn\u00ed slo\u017eka. Bylo prok\u00e1z\u00e1no, \u017ee to zvy\u0161uje p\u0159\u00edjmy o 13% nebo v\u00edce.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">P\u0159izp\u016fsobte sv\u00e9 transak\u010dn\u00ed mailingy a vyu\u017eijte je ke k\u0159\u00ed\u017eov\u00e9mu prodeji odkazem na konkr\u00e9tn\u00ed informace pro ka\u017ed\u00e9ho jednotliv\u00e9ho z\u00e1kazn\u00edka\/u\u017eivatele. Ve zpr\u00e1v\u00e1ch uv\u00e1d\u011bjte jm\u00e9no p\u0159\u00edjemce a pokud je to mo\u017en\u00e9 (nap\u0159. p\u0159i zas\u00edl\u00e1n\u00ed prodejn\u00edch faktur), vyb\u00eddn\u011bte jej k n\u00e1kupu dal\u0161\u00edch produkt\u016f nebo slu\u017eeb, kter\u00e9 dopln\u00ed jeho p\u0159edchoz\u00ed n\u00e1kup.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">A nakonec se nau\u010dte ve sv\u00fdch zpr\u00e1v\u00e1ch d\u011bkovat. Pokud pos\u00edl\u00e1te z\u00e1kazn\u00edkovi fakturu, uv\u00edtac\u00ed zpr\u00e1vu nebo ozn\u00e1men\u00ed o prodlou\u017een\u00ed smlouvy, v\u00fdslovn\u011b mu pod\u011bkujte v p\u0159edm\u011btu a v t\u011ble zpr\u00e1vy. N\u011bco tak jednoduch\u00e9ho m\u016f\u017ee zv\u00fd\u0161it m\u00edru otev\u0159en\u00ed a proklik\u016f o v\u00edce ne\u017e 35%!<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Stru\u010dn\u011b \u0159e\u010deno, transak\u010dn\u00ed rozes\u00edlky mohou b\u00fdt pro podnikatele a obchodn\u00edky mocn\u00fdm n\u00e1strojem, pokud jsou pou\u017e\u00edv\u00e1ny chyt\u0159e.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Dal\u0161\u00ed podrobnosti, tipy a rady, jak zv\u00fd\u0161it p\u0159\u00ednosy transak\u010dn\u00edch z\u00e1silek, najdete v t\u00e9to elektronick\u00e9 knize.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">\u00a0<\/span><\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/el-poder-del-email-transaccional\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1014\/64b0263510ca22001129ff92\/emzg426xjsy8wtsppeygq2lougf8dbqsxm5rlio22n97tqul6kqu2k218rnqsw18\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Jako majitel internetov\u00e9ho podniku nebo obchodn\u00edk si nepochybn\u011b mus\u00edte b\u00fdt v\u011bdomi existence transak\u010dn\u00edch z\u00e1silek a toho, jak mohou z\u00e1sadn\u00edm zp\u016fsobem ovlivnit va\u0161e propaga\u010dn\u00ed \u00fasil\u00ed.<\/p>","protected":false},"author":239642484,"featured_media":7748,"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-6663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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