{"id":6711,"date":"2025-06-10T22:10:25","date_gmt":"2025-06-10T19:10:25","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6711"},"modified":"2025-06-11T18:49:33","modified_gmt":"2025-06-11T15:49:33","slug":"4-techniky-personalizace-ktere-presahuji-nazev","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/4-tecnicas-de-personalizacion-que-van-mas-alla-del-nombre\/masterbase\/","title":{"rendered":"4 techniky personalizace, kter\u00e9 p\u0159esahuj\u00ed r\u00e1mec jm\u00e9na"},"content":{"rendered":"<h2><strong style=\"font-size: inherit;\">Jsme v dob\u011b personalizace.<\/strong><\/h2>\n<h2><strong style=\"font-size: inherit;\">Ka\u017ed\u00fd den m\u00e1me k dispozici st\u00e1le v\u00edce dat, ale d\u016fle\u017eit\u00e9 je um\u011bt je pou\u017e\u00edvat a vyu\u017e\u00edvat mo\u017enost\u00ed, kter\u00e9 n\u00e1m nab\u00edzej\u00ed.<\/strong><\/h2>\n<p><strong style=\"font-size: inherit;\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/blog1.png?w=800\" alt=\"blog1\" \/><\/strong><\/p>\n<p><strong style=\"font-size: inherit;\"><!--more--><\/strong><\/p>\n<p>V sou\u010dasn\u00e9 dob\u011b vedou v m\u00ed\u0159e otev\u0159en\u00ed, proklik\u016f a konverz\u00ed ty spole\u010dnosti, kter\u00e9 navrhuj\u00ed skute\u010dn\u011b relevantn\u00ed zku\u0161enosti pro ka\u017ed\u00e9ho odb\u011bratele.<\/p>\n<p>P\u0159edstavujeme \u010dty\u0159i pokro\u010dil\u00e9 personaliza\u010dn\u00ed techniky s p\u0159\u00edklady a \u00fasp\u011bchy, kter\u00e9 m\u016f\u017eete pou\u017e\u00edt ve sv\u00fdch p\u0159\u00ed\u0161t\u00edch kampan\u00edch.<\/p>\n<h2><strong>1. Pokro\u010dil\u00e9 behavior\u00e1ln\u00ed c\u00edlen\u00ed<\/strong><\/h2>\n<p>Anal\u00fdza interakce u\u017eivatel\u016f s va\u0161imi produkty, zpr\u00e1vami a webov\u00fdmi str\u00e1nkami v\u00e1m umo\u017en\u00ed vytvo\u0159it p\u0159esn\u011bj\u0161\u00ed a efektivn\u011bj\u0161\u00ed segmenty (zdroj: Marketing Week, 2024).<\/p>\n<h3><strong>P\u0159\u00edklad:<\/strong><\/h3>\n<p>Internetov\u00fd obchod se sportovn\u00edm zbo\u017e\u00edm zjistil, \u017ee ur\u010dit\u00e1 skupina u\u017eivatel\u016f opakovan\u011b nav\u0161t\u011bvuje kategorii sportovn\u00ed obuv. <em>stezka<\/em>ale nevede k n\u00e1kupu. U t\u011bchto u\u017eivatel\u016f je vytvo\u0159en segment a je jim zasl\u00e1na zpr\u00e1va s porovn\u00e1n\u00edm model\u016f, nab\u00eddkou exkluzivn\u00edch slev a referencemi spokojen\u00fdch kupuj\u00edc\u00edch.<\/p>\n<h3><strong>\u00dasp\u011b\u0161n\u00fd p\u0159\u00edb\u011bh:<\/strong><\/h3>\n<p><em>Adidas\u00ae pou\u017eil podobnou strategii u sv\u00e9 \u0159ady \"Ultraboost\". Segmentac\u00ed u\u017eivatel\u016f na z\u00e1klad\u011b nav\u0161t\u00edven\u00fdch produkt\u016f a historie prohl\u00ed\u017een\u00ed se jim poda\u0159ilo zv\u00fd\u0161it konverzi o 27% u personalizovan\u00fdch kampan\u00ed.<\/em> (zdroj: Marketing Week, 2024).<\/p>\n<h2><strong>2. Dynamick\u00fd obsah p\u0159izp\u016fsoben\u00fd profilu u\u017eivatele<\/strong><\/h2>\n<p>Dynamick\u00fd obsah umo\u017e\u0148uje zobrazit ve stejn\u00e9 \u0161ablon\u011b zpr\u00e1vy obr\u00e1zky, text a tla\u010d\u00edtka p\u0159izp\u016fsoben\u00e9 pro ka\u017ed\u00fd typ u\u017eivatele (zdroj: Marketing Week, 2025).<\/p>\n<h3><strong>P\u0159\u00edklad:<\/strong><\/h3>\n<p>Univerzita, kter\u00e1 nab\u00edz\u00ed programy pro absolventy, pos\u00edl\u00e1 sv\u00fdm kontakt\u016fm stejnou zpr\u00e1vu, ale t\u011bm, kte\u0159\u00ed maj\u00ed technick\u00e9 vzd\u011bl\u00e1n\u00ed, se zobrazuje obsah o in\u017een\u00fdrsk\u00fdch magistersk\u00fdch programech a t\u011bm, kte\u0159\u00ed maj\u00ed obchodn\u00ed vzd\u011bl\u00e1n\u00ed, se zobrazuj\u00ed informace o r\u016fzn\u00fdch programech MBA. V\u0161e se automaticky p\u0159izp\u016fsob\u00ed v r\u00e1mci jednoho mailu.<\/p>\n<h3><strong>\u00dasp\u011b\u0161n\u00fd p\u0159\u00edb\u011bh:<\/strong><\/h3>\n<p><em>Spole\u010dnost Netflix\u00ae pou\u017e\u00edv\u00e1 ve sv\u00fdch e-mailech dynamick\u00fd obsah, kter\u00fd zobrazuje personalizovan\u00e9 ob\u00e1lky seri\u00e1l\u016f a film\u016f na z\u00e1klad\u011b toho, co jste sledovali. Tato technika zv\u00fd\u0161ila CTR jejich e-mailov\u00fdch kampan\u00ed o v\u00edce ne\u017e 40%.<\/em> (zdroj: Marketing Week, 2024).<\/p>\n<h2><strong>3. Automatizace zpr\u00e1v spou\u0161t\u011bn\u00fdch ud\u00e1lostmi<\/strong><\/h2>\n<p>Automatick\u00e9 doru\u010dov\u00e1n\u00ed na z\u00e1klad\u011b chov\u00e1n\u00ed u\u017eivatel\u016f (tzv. \"spou\u0161t\u011bn\u00e9\" zpr\u00e1vy) je kl\u00ed\u010dem k udr\u017een\u00ed relevance.<\/p>\n<h3><strong>P\u0159\u00edklad:<\/strong><\/h3>\n<p>Elektronick\u00fd obchod nastav\u00ed s\u00e9rii zpr\u00e1v pro opu\u0161t\u011bn\u00ed ko\u0161\u00edku. Po 2 hodin\u00e1ch od uzav\u0159en\u00ed ko\u0161\u00edku bez n\u00e1kupu obdr\u017e\u00ed u\u017eivatel\u00e9 upom\u00ednku. Po 24 hodin\u00e1ch pob\u00eddku ve form\u011b slevy 10%. Pokud nakoup\u00ed, dostanou pod\u011bkov\u00e1n\u00ed s n\u00e1vodem k pou\u017eit\u00ed produktu.<\/p>\n<h3><strong>\u00dasp\u011b\u0161n\u00fd p\u0159\u00edb\u011bh:<\/strong><\/h3>\n<p><em>Spole\u010dnost Amazon\u00ae pou\u017e\u00edv\u00e1 slo\u017eitou s\u00ed\u0165 automatick\u00e9ho rozes\u00edl\u00e1n\u00ed na z\u00e1klad\u011b ud\u00e1lost\u00ed: opu\u0161t\u011bn\u00fdch ko\u0161\u00edk\u016f, historie vyhled\u00e1v\u00e1n\u00ed, zm\u011bn cen atd. Odhaduje se, \u017ee tyto typy zpr\u00e1v tvo\u0159\u00ed 35% jeho p\u0159\u00edjm\u016f z e-mailov\u00e9ho marketingu.<\/em> (zdroj: Omnisend Benchmark Report, 2024).<\/p>\n<h2><strong>4. Personalizace na z\u00e1klad\u011b polohy a \u010dasu<\/strong><\/h2>\n<p>Zas\u00edl\u00e1n\u00ed zpr\u00e1v v optim\u00e1ln\u00ed \u010das a p\u0159izp\u016fsoben\u00ed nab\u00eddky podle polohy \u00fa\u010dastn\u00edka v\u00fdrazn\u011b zvy\u0161uje \u00fa\u010dinnost.<\/p>\n<h3><strong>P\u0159\u00edklad:<\/strong><\/h3>\n<p>\u0158et\u011bzec restaurac\u00ed rozes\u00edl\u00e1 propaga\u010dn\u00ed akce podle regionu, ve kter\u00e9m z\u00e1kazn\u00edci \u017eij\u00ed. T\u011bm, kte\u0159\u00ed \u017eij\u00ed v oblastech s hork\u00fdm podneb\u00edm, nab\u00edz\u00ed v poledne osv\u011b\u017euj\u00edc\u00ed n\u00e1poje, t\u011bm v chladn\u00fdch oblastech nab\u00edz\u00ed r\u00e1no horkou k\u00e1vu. V\u0161e automatizovan\u011b podle IP adresy a po\u0161tovn\u00edho sm\u011brovac\u00edho \u010d\u00edsla.<\/p>\n<h3><strong>\u00dasp\u011b\u0161n\u00fd p\u0159\u00edb\u011bh:<\/strong><\/h3>\n<p><em>Starbucks\u00ae p\u0159izp\u016fsobuje sv\u00e9 kampan\u011b podle m\u011bsta, po\u010das\u00ed, m\u00edstn\u00edch sv\u00e1tk\u016f a denn\u00ed doby. D\u00edky tomu se v roce 2023 zv\u00fd\u0161il po\u010det uplatn\u011bn\u00ed kup\u00f3n\u016f zaslan\u00fdch e-mailem o 18%.<\/em> (zdroj: V\u00fdro\u010dn\u00ed marketingov\u00e1 zpr\u00e1va spole\u010dnosti Starbucks, 2024).<\/p>\n<h2><strong>Z\u00e1v\u011br<\/strong><\/h2>\n<p>Pou\u017eit\u00ed t\u011bchto pokro\u010dil\u00fdch technik zlep\u0161uje ukazatele va\u0161\u00ed kampan\u011b a posiluje v\u00e1\u0161 vztah se z\u00e1kazn\u00edky.<\/p>\n<p>Nezapome\u0148te, \u017ee personalizace je v\u00edc ne\u017e jen taktika: je to zp\u016fsob my\u0161len\u00ed zam\u011b\u0159en\u00fd na z\u00e1kazn\u00edka.<\/p>\n<p>Chcete-li tyto akce posunout na vy\u0161\u0161\u00ed \u00farove\u0148, zva\u017ete pou\u017eit\u00ed MasterBase\u00ae, p\u0159edn\u00ed platformy pro e-mailov\u00fd marketing s v\u00edce ne\u017e 20 lety zku\u0161enost\u00ed v n\u011bkolika zem\u00edch.<\/p>\n<p>MasterBase\u00ae v\u00e1m d\u00edky pokro\u010dil\u00e9 technologii a specializovan\u00e9 m\u00edstn\u00ed podpo\u0159e umo\u017e\u0148uje automatizovat, segmentovat a p\u0159esn\u011b personalizovat va\u0161e zpr\u00e1vy.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=explote-el-poder-del-email-de-bienvenida\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"370\" height=\"237\" data-attachment-id=\"14954\" data-permalink=\"https:\/\/masterbase.com\/cs\/disena-una-serie-de-mensajes-de-bienvenida-con-masterbase\/masterbase\/explota-el-poder-del-email-de-bienvenida\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?fit=370%2C237&amp;ssl=1\" data-orig-size=\"370,237\" 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 email  Explota el poder del Email de Bienvenida\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;ebook email&lt;br \/&gt; Explota el poder del Email de Bienvenida&lt;\/p&gt;\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?fit=370%2C237&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=370%2C237&#038;ssl=1\" alt=\"ebook e-mail Vyu\u017eijte s\u00edlu uv\u00edtac\u00edho e-mailu\" class=\"wp-image-14954\" style=\"width:635px;height:auto\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?w=370&amp;ssl=1 370w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=300%2C192&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 370px) 100vw, 370px\" \/><\/a><figcaption class=\"wp-element-caption\">ebook e-mail\n Vyu\u017eijte s\u00edlu uv\u00edtac\u00edho e-mailu\n<\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"<p>Personalizace v e-mailov\u00e9m marketingu se ji\u017e neomezuje pouze na pozdraven\u00ed p\u0159\u00edjemce jm\u00e9nem.<\/p>","protected":false},"author":239642484,"featured_media":22641,"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":false,"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-6711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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