{"id":6696,"date":"2024-04-11T19:27:14","date_gmt":"2024-04-11T16:27:14","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6696"},"modified":"2024-04-11T20:00:45","modified_gmt":"2024-04-11T17:00:45","slug":"jak-se-dostat-do-schranky-5-faktoru-pro-uspech-dorucitelnosti","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/llegar-a-la-bandeja-de-entrada-5-factores-para-el-exito-en-la-entregabilidad\/masterbase\/","title":{"rendered":"Jak se dostat do schr\u00e1nky: 5 faktor\u016f pro \u00fasp\u011b\u0161n\u00e9 doru\u010dov\u00e1n\u00ed"},"content":{"rendered":"<p>Mo\u017en\u00e1 si mysl\u00edte, \u017ee kl\u00ed\u010d k \u00fasp\u011b\u0161n\u00e9 e-mailov\u00e9 marketingov\u00e9 kampani spo\u010d\u00edv\u00e1 ve faktorech, jako je atraktivn\u00ed p\u0159edm\u011bt, \u00fa\u010dinn\u00e1 v\u00fdzva k akci a dokonce i inovativn\u00ed a citliv\u00fd design.<\/p>\n<p>To jsou bezpochyby relevantn\u00ed ukazatele pro hodnocen\u00ed dopadu kampan\u011b, ale p\u0159i posuzov\u00e1n\u00ed d\u016fle\u017eitosti doru\u010ditelnosti jsou na druh\u00e9m m\u00edst\u011b. Pokud zpr\u00e1va nen\u00ed doru\u010dena do schr\u00e1nky va\u0161ich kontakt\u016f, ve\u0161ker\u00e9 p\u0159edchoz\u00ed \u00fasil\u00ed p\u0159ijde vnive\u010d.<\/p>\n<p>Chceme v\u00e1m sd\u011blit, jakou kl\u00ed\u010dovou roli hraje MasterBase\u00ae v doru\u010ditelnosti va\u0161ich zpr\u00e1v a jak m\u016f\u017eete v tomto d\u016fle\u017eit\u00e9m posl\u00e1n\u00ed pomoci.<\/p>\n<h3>5 faktor\u016f, kter\u00e9 ur\u010duj\u00ed doru\u010ditelnost zpr\u00e1vy:<\/h3>\n<h3>1. Pov\u011bst:<\/h3>\n<p>Jedn\u00e1 se o kl\u00ed\u010dov\u00fd aspekt, kter\u00fd je nejobt\u00ed\u017en\u011bji dosa\u017eiteln\u00fd, ale nelekejte se, proto\u017ee je to na n\u00e1s jako na poskytovatel\u00edch e-mailov\u00fdch slu\u017eeb.<\/p>\n<p>Dobr\u00e9 pov\u011bsti u poskytovatel\u016f internetov\u00fdch slu\u017eeb (Yahoo, Gmail, Hotmail atd.) lze dos\u00e1hnout pouze t\u00edm, \u017ee budete dlouhodob\u011b konzistentn\u00ed a budete pos\u00edlat vhodn\u00e9 zpr\u00e1vy t\u011bm u\u017eivatel\u016fm, kte\u0159\u00ed o n\u011b projev\u00ed z\u00e1jem.<\/p>\n<p>Ve spole\u010dnosti MasterBase\u00ae pracujeme ji\u017e v\u00edce ne\u017e 20 let a star\u00e1me se o na\u0161i presti\u017e u poskytovatel\u016f internetov\u00fdch slu\u017eeb, dodr\u017eujeme v\u0161echny technologick\u00e9 standardy, abychom zajistili, \u017ee ka\u017ed\u00fd m\u011bs\u00edc doraz\u00ed do schr\u00e1nek p\u0159\u00edjemc\u016f v\u00edce ne\u017e 600 milion\u016f z\u00e1silek, co\u017e z n\u00e1s d\u011bl\u00e1 nejlep\u0161\u00ed spojence na\u0161ich klient\u016f pro \u00fasp\u011bch jejich kampan\u00ed.<\/p>\n<p>Poctiv\u00e9 fungov\u00e1n\u00ed po mnoho let n\u00e1m vyneslo seri\u00f3zn\u00ed jm\u00e9no na trhu a uzn\u00e1n\u00ed poskytovatel\u016f internetov\u00fdch slu\u017eeb, co\u017e n\u00e1m umo\u017e\u0148uje zajistit, \u017ee zpr\u00e1vy nepos\u00edl\u00e1me, ale doru\u010dujeme.<\/p>\n<h3>2. Ov\u011b\u0159ov\u00e1n\u00ed:<\/h3>\n<p>Tomuto t\u00e9matu se podrobn\u011bji v\u011bnujeme v na\u0161em \u010dl\u00e1nku <a href=\"https:\/\/masterbase.com\/cs\/es\/es\/es\/overovani-ve-svete-e-mailu-vyznamna-role-spf-dkim-a-dmarc\/masterbase\/\">Ov\u011b\u0159ov\u00e1n\u00ed ve sv\u011bt\u011b e-mail\u016f: V\u00fdznamn\u00e1 role SPF, DKIM a DMARC.<\/a><\/p>\n<p>Jedn\u00e1 se o nejtechni\u010dt\u011bj\u0161\u00ed aspekt toho, co prezentujeme, a souvis\u00ed s \u0159adou validac\u00ed, a to jak ve zpr\u00e1v\u011b, tak u odes\u00edlatel\u016f z\u00e1silek, jejich\u017e dodr\u017eov\u00e1n\u00ed n\u00e1s stav\u00ed do \u010dela odv\u011btv\u00ed a po\u017eadavk\u016f hlavn\u00edch poskytovatel\u016f internetov\u00fdch slu\u017eeb, kte\u0159\u00ed tyto validace navrhli pro \u0159e\u0161en\u00ed spamu a phishingu.<\/p>\n<p>Existuj\u00ed t\u0159i hlavn\u00ed validace, a pokud s n\u00e1mi pracujete, t\u00e9m\u011b\u0159 jist\u011b jste o nich ji\u017e sly\u0161eli:<\/p>\n<ul>\n<li><strong>ID odes\u00edlatele a SPF:<\/strong> Jedn\u00e1 se o metody ov\u011b\u0159ov\u00e1n\u00ed zalo\u017een\u00e9 na protokolu IP. P\u0159i t\u00e9to metodice odes\u00edlatel ur\u010d\u00ed, kter\u00e9 IP adresy jsou opr\u00e1vn\u011bny odes\u00edlat zpr\u00e1vy z ur\u010dit\u00e9 dom\u00e9ny. Kdy\u017e odes\u00edlatel po\u017e\u00e1d\u00e1 poskytovatele internetov\u00fdch slu\u017eeb o p\u0159ipojen\u00ed, poskytovatel internetov\u00fdch slu\u017eeb ov\u011b\u0159\u00ed, zda IP adresa serveru, kter\u00fd zpr\u00e1vu odes\u00edl\u00e1, m\u00e1 k tomu opr\u00e1vn\u011bn\u00ed z dom\u00e9ny uveden\u00e9 jako odes\u00edlatel.<\/li>\n<li><strong>Dom\u00e9nov\u00fd kl\u00ed\u010d a DKIM:<\/strong> Jedn\u00e1 se o ov\u011b\u0159ov\u00e1n\u00ed zalo\u017een\u00e9 na kryptografii. Odes\u00edlatel zpr\u00e1vy p\u0159id\u00e1 do hlavi\u010dky zpr\u00e1vy digit\u00e1ln\u00ed podpis (kl\u00ed\u010d), kter\u00fd m\u016f\u017ee ov\u011b\u0159it pouze poskytovatel internetov\u00e9ho p\u0159ipojen\u00ed. Ti zjist\u00ed n\u00e1zev odes\u00edlaj\u00edc\u00ed dom\u00e9ny a jej\u00ed digit\u00e1ln\u00ed podpis a provedou vyhled\u00e1n\u00ed DNS, aby ov\u011b\u0159ili, zda je digit\u00e1ln\u00ed podpis autentick\u00fd.<\/li>\n<li><strong>Dmarc<\/strong>Jedn\u00e1 se o pon\u011bkud nov\u011bj\u0161\u00ed ov\u011b\u0159en\u00ed z mnoha, kter\u00e9 prosazuj\u00ed velc\u00ed poskytovatel\u00e9 internetov\u00fdch slu\u017eeb k zaji\u0161t\u011bn\u00ed platnosti zpr\u00e1v, a je zalo\u017eeno na vyrovn\u00e1n\u00ed identifik\u00e1tor\u016f, kter\u00e9 kontroluje SPF a DKIM zpr\u00e1vy jako sou\u010d\u00e1st robustn\u011bj\u0161\u00edho procesu ov\u011b\u0159en\u00ed ne\u017e jeho samostatn\u00e9 sou\u010d\u00e1sti.<\/li>\n<\/ul>\n<h3>3. Relevance:<\/h3>\n<p>Je to tak\u00e9 jeden z kl\u00ed\u010dov\u00fdch strategick\u00fdch faktor\u016f. V tomto p\u0159\u00edpad\u011b je v\u0161ak na va\u0161\u00ed spole\u010dnosti, aby zajistila, \u017ee va\u0161e sd\u011blen\u00ed budou pro va\u0161e z\u00e1kazn\u00edky co nejrelevantn\u011bj\u0161\u00ed.<\/p>\n<p>Strategie e-mailov\u00e9ho marketingu, kter\u00e1 se nezam\u011b\u0159uje na relevanci, je jako kronika p\u0159edpov\u011bzen\u00e9 smrti, proto\u017ee roz\u010darov\u00e1v\u00e1 va\u0161e kontakty, p\u0159esycuje va\u0161i komunikaci a zp\u016fsobuje odm\u00edt\u00e1n\u00ed va\u0161ich z\u00e1silek a v nejhor\u0161\u00edm p\u0159\u00edpad\u011b je va\u0161e komunikace ozna\u010dena jako spam.<\/p>\n<p>Relevance, stejn\u011b jako reputace, jsou strategick\u00e9 aspekty, kter\u00e9 se buduj\u00ed v pr\u016fb\u011bhu \u010dasu; existuj\u00ed v\u0161ak jednoduch\u00e9 zp\u016fsoby m\u011b\u0159en\u00ed relevance, nap\u0159\u00edklad ukazatele jako CTO (Click to Open) a CTR (Click through rate), kter\u00e9 odr\u00e1\u017eej\u00ed, jak aktivn\u011b se va\u0161e kontakty zapojily do va\u0161eho sd\u011blen\u00ed.<\/p>\n<p>Doporu\u010dujeme, abyste se nespokojili s otev\u0159en\u00edm, ale v\u017edy se sna\u017eili ve sv\u00e9m sd\u011blen\u00ed motivovat k akci, abyste potvrdili, \u017ee o va\u0161e sd\u011blen\u00ed je skute\u010dn\u00fd z\u00e1jem. Mus\u00edte postupovat krok za krokem, kampa\u0148 za kampan\u00ed, u\u010dit se od sv\u00fdch kontakt\u016f a u\u010dit se, jak je pot\u011b\u0161it relevantn\u00edmi sd\u011blen\u00edmi.<\/p>\n<p>Poskytovatel\u00e9 internetov\u00fdch slu\u017eeb dnes sleduj\u00ed chov\u00e1n\u00ed kontakt\u016f ve zpr\u00e1v\u00e1ch a pomoc\u00ed slo\u017eit\u00fdch algoritm\u016f mohou odhadnout c\u00edl budouc\u00edch zpr\u00e1v od dan\u00e9 spole\u010dnosti.<\/p>\n<p>Pokud poskytovatel internetov\u00fdch slu\u017eeb zjist\u00ed, \u017ee jedna z va\u0161ich z\u00e1silek byla zna\u010dn\u00fdm po\u010dtem kontakt\u016f ozna\u010dena jako spam, ostatn\u00ed z\u00e1silky z t\u00e9\u017ee kampan\u011b (a p\u0159\u00edpadn\u011b i z budouc\u00edch kampan\u00ed) spadnou do slo\u017eky nevy\u017e\u00e1dan\u00e9 po\u0161ty. Jin\u00fdmi slovy, spol\u00e9haj\u00ed se na chov\u00e1n\u00ed sv\u00fdch u\u017eivatel\u016f a uplat\u0148uj\u00ed v\u010dasn\u00e1 ochrann\u00e1 opat\u0159en\u00ed.<\/p>\n<h3>4. P\u0159edm\u011bt a design:<\/h3>\n<p>To je mo\u017en\u00e1 nejp\u016fvabn\u011bj\u0161\u00ed aspekt doru\u010ditelnosti, ale tak\u00e9 nejkosmeti\u010dt\u011bj\u0161\u00ed. Je dob\u0159e zn\u00e1mo, \u017ee je t\u0159eba d\u00e1vat pozor na slova, kter\u00e1 pou\u017e\u00edv\u00e1te v p\u0159edm\u011btu zpr\u00e1vy, a na obsah samotn\u00e9 zpr\u00e1vy.<\/p>\n<p>Na na\u0161em blogu najdete mnoho u\u017eite\u010dn\u00fdch materi\u00e1l\u016f k tomuto bodu. Krom\u011b toho d\u016frazn\u011b doporu\u010dujeme pou\u017e\u00edvat responzivn\u00ed form\u00e1ty \u0161ablon, kter\u00e9 lze p\u0159izp\u016fsobit r\u016fzn\u00fdm sou\u010dasn\u00fdm za\u0159\u00edzen\u00edm (mobil, tablet, stoln\u00ed po\u010d\u00edta\u010d).<\/p>\n<h3>5. Lad\u011bn\u00ed kontaktn\u00edch z\u00e1kladen:<\/h3>\n<p>Dal\u0161\u00ed d\u016fle\u017eit\u00fd aspekt doru\u010ditelnosti: je nezbytn\u00e9 neust\u00e1le kontrolovat metriky kampan\u011b, abyste eliminovali obt\u00ed\u017en\u011b doru\u010diteln\u00e9 kontakty a z\u00edskali povolen\u00ed pro ka\u017ed\u00fd nov\u00fd kontakt, kter\u00fd p\u0159id\u00e1te do z\u00e1znam\u016f v MasterBase\u00ae.<\/p>\n<p>T\u00edmto zp\u016fsobem si va\u0161e spole\u010dnost zajist\u00ed, \u017ee pracuje na platn\u00e9m a povolen\u00e9m z\u00e1klad\u011b. Pro zaji\u0161t\u011bn\u00ed t\u00e9to spr\u00e1vn\u00e9 praxe vyvinuli poskytovatel\u00e9 internetov\u00fdch slu\u017eeb r\u016fzn\u00e9 techniky, nap\u0159\u00edklad pou\u017e\u00edv\u00e1n\u00ed \"spamov\u00fdch past\u00ed\": Kdy\u017e n\u011bkter\u00e9 schr\u00e1nky jejich vlastn\u00ed dom\u00e9ny - kter\u00e9 jsou zastaral\u00e9 nebo nepou\u017e\u00edvan\u00e9 - vykazuj\u00ed n\u00e1hlou aktivitu, vyvozuj\u00ed z toho, \u017ee pos\u00edl\u00e1te do zakoupen\u00fdch a zastaral\u00fdch datab\u00e1z\u00ed. V takov\u00fdch p\u0159\u00edpadech tak\u00e9 nastavuj\u00ed mechanismy, kter\u00e9 blokuj\u00ed budouc\u00ed zas\u00edl\u00e1n\u00ed po\u0161ty.<\/p>\n<p>Doru\u010ditelnost je vstupn\u00ed branou k maxim\u00e1ln\u00edmu vyu\u017eit\u00ed va\u0161\u00ed e-mailov\u00e9 marketingov\u00e9 strategie. K \u00fasp\u011b\u0161n\u00e9mu v\u00fdsledku p\u0159isp\u00edv\u00e1 siln\u00e9 partnerstv\u00ed mezi odes\u00edlatelem (va\u0161\u00ed spole\u010dnost\u00ed) a odes\u00edlatelem (MasterBase\u00ae).<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=guia-de-la-entregabilidad\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"525\" data-attachment-id=\"13084\" data-permalink=\"https:\/\/masterbase.com\/cs\/llegar-a-la-bandeja-de-entrada-5-factores-para-el-exito-en-la-entregabilidad\/masterbase\/captura-de-pantalla-2024-04-11-183044\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?fit=872%2C572&amp;ssl=1\" data-orig-size=\"872,572\" 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 email Gu\u00eda de la Entregabilidad\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?fit=800%2C525&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=800%2C525&#038;ssl=1\" alt=\"\" class=\"wp-image-13084\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?w=872&amp;ssl=1 872w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=300%2C197&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=768%2C504&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>","protected":false},"excerpt":{"rendered":"<p>Zjist\u011bte, jak v\u00e1m MasterBase\u00ae pom\u00e1h\u00e1 dostat se do schr\u00e1nky va\u0161ich kontakt\u016f a jak kl\u00ed\u010dovou roli v tom hraje va\u0161e spole\u010dnost.<\/p>","protected":false},"author":239642484,"featured_media":13093,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_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":[1414],"class_list":["post-6696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with 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