{"id":6719,"date":"2023-11-14T21:43:00","date_gmt":"2023-11-14T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6719"},"modified":"2024-01-19T19:22:27","modified_gmt":"2024-01-19T17:22:27","slug":"nebezpeci-zvyseni-cetnosti-prepravy","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/el-peligro-de-aumentar-la-frecuencia-de-envio\/masterbase\/","title":{"rendered":"Nebezpe\u010d\u00ed zv\u00fd\u0161en\u00ed frekvence zas\u00edl\u00e1n\u00ed"},"content":{"rendered":"

Co se nav\u00edc stane, kdy\u017e ji zv\u00fd\u0161\u00edme?<\/strong>\u00a0Pokud ji zdvojn\u00e1sob\u00edme nebo ztrojn\u00e1sob\u00edme?<\/strong>\u00a0<\/strong><\/h2>\n

Pokud zv\u00fd\u0161\u00edte frekvenci zas\u00edl\u00e1n\u00ed e-mailov\u00fdch marketingov\u00fdch kampan\u00ed z jedn\u00e9 na dv\u011b a\u017e t\u0159i t\u00fddn\u011b, pravd\u011bpodobn\u011b zv\u00fd\u0161\u00edte sv\u00e9 prodeje. Pro\u010d by tedy m\u011blo b\u00fdt \u0161patn\u00e9 pos\u00edlat p\u0159\u00edli\u0161 mnoho zpr\u00e1v?<\/p>\n

Proto\u017ee m\u016f\u017eete p\u0159ij\u00edt o z\u00e1kazn\u00edky.<\/strong><\/p>\n

Provedli jsme n\u00e1sleduj\u00edc\u00ed test: segmentu spot\u0159ebitel\u016f \u017eensk\u00e9ho spodn\u00edho pr\u00e1dla jsme zaslali 2 rovnocenn\u00e9 typy kampan\u00ed. Kampan\u011b obsahovaly velmi podobnou nab\u00eddku.<\/p>\n

Z celkov\u00e9ho po\u010dtu 3 000 z\u00e1znam\u016f bylo skupin\u011b A zasl\u00e1no 6 e-mailov\u00fdch marketingov\u00fdch kampan\u00ed na ka\u017edou adresu. Skupin\u011b B bylo zasl\u00e1no 12 e-mailov\u00fdch marketingov\u00fdch kampan\u00ed na ka\u017edou adresu, a to po dobu 3 t\u00fddn\u016f.<\/p>\n

Zjistili jsme, \u017ee zv\u00fd\u0161en\u00ed frekvence odes\u00edl\u00e1n\u00ed do skupiny B vygenerovalo 11% odhl\u00e1\u0161ek ve srovn\u00e1n\u00ed s 5% u skupiny A.<\/p>\n

Ve skupin\u011b B si v\u0161ak 15% p\u0159edplatitel\u016f koupilo, zat\u00edmco ve skupin\u011b A to bylo 6%.<\/p>\n

P\u0159i zkoum\u00e1n\u00ed kvality odb\u011bratel\u016f ve skupin\u011b B bylo zji\u0161t\u011bno, \u017ee mnoho z nich (70%) jsou dob\u0159\u00ed z\u00e1kazn\u00edci a nakupovali v obchod\u011b, a to jak p\u0159ed proveden\u00edm testu, tak po n\u011bm. To znamen\u00e1, \u017ee se odhl\u00e1sili ze seznamu kontakt\u016f, ale nad\u00e1le nakupovali v obchod\u011b.<\/p>\n

Pokud jde o kvalitu odb\u011bratel\u016f, bylo zji\u0161t\u011bno, \u017ee p\u0159ed testem i po n\u011bm nakupovali nadpr\u016fm\u011brn\u011b \u010dasto ve srovn\u00e1n\u00ed s pr\u016fm\u011brem skupiny A. Jin\u00fdmi slovy, byli to dob\u0159\u00ed z\u00e1kazn\u00edci.<\/p>\n

Lze tedy konstatovat, \u017ee frekvence doru\u010dov\u00e1n\u00ed sice zv\u00fd\u0161ila prodeje v r\u00e1mci dan\u00e9 propaga\u010dn\u00ed akce, ale zp\u016fsobila zna\u010dn\u00fd \u00fanik p\u0159edplatitel\u016f, z nich\u017e v\u00edce ne\u017e polovina byla velmi dobr\u00fdmi z\u00e1kazn\u00edky.<\/p>\n

To dokazuje platnost r\u010den\u00ed \"Chl\u00e9b pro dne\u0161ek, hlad pro z\u00edt\u0159ek\".<\/p>\n

Pokud zv\u00fd\u0161\u00edte frekvenci e-mailov\u00fdch marketingov\u00fdch kampan\u00ed, dos\u00e1hnete vy\u0161\u0161\u00edho prodeje, ale tak\u00e9 v\u00fdrazn\u00e9ho \u00fabytku odb\u011bratel\u016f.<\/p>\n

Je d\u016fle\u017eit\u00e9 zn\u00e1t kvalitu t\u011bch, kte\u0159\u00ed se rozhodnou odhl\u00e1sit. Pokud p\u0159ich\u00e1z\u00edte o dobr\u00e9 nebo nejlep\u0161\u00ed z\u00e1kazn\u00edky ...., vyplat\u00ed se zv\u00fd\u0161it frekvenci zas\u00edl\u00e1n\u00ed?<\/p>\n

Jak si udr\u017e\u00edte sv\u00e9 nejlep\u0161\u00ed z\u00e1kazn\u00edky?<\/strong><\/h2>\n

Pokud provedete tento test a v\u00fdsledky budou odpov\u00eddat zobrazen\u00fdm hodnot\u00e1m, v\u00edte, co z toho vyvodit.<\/p>\n

Jedn\u00edm z \u0159e\u0161en\u00ed, jak se vyhnout tomuto \u00faniku relevantn\u00edch odb\u011bratel\u016f (z\u00e1kazn\u00edk\u016f), je zach\u00e1zet s t\u00edmto segmentem \u010dast\u00fdch a d\u016fle\u017eit\u00fdch kupuj\u00edc\u00edch jinak ne\u017e s ostatn\u00edmi segmenty va\u0161\u00ed z\u00e1kladny.<\/p>\n

Skute\u010dn\u00fd stroj, kter\u00fdm je n\u011bkdy generov\u00e1n\u00ed nov\u00fdch kampan\u00ed, n\u00e1m br\u00e1n\u00ed vid\u011bt, \u017ee existuj\u00ed r\u016fzn\u00e9 typy kupuj\u00edc\u00edch a \u017ee by se s nimi m\u011blo zach\u00e1zet odli\u0161n\u011b.<\/p>\n

Kdyby byli d\u016fle\u017eit\u00ed z\u00e1kazn\u00edci z tohoto zv\u00fd\u0161en\u00ed frekvence vylou\u010deni, mo\u017en\u00e1 by se dos\u00e1hlo pouze zv\u00fd\u0161en\u00ed prodeje, nikoliv dopadu na odhl\u00e1\u0161en\u00ed z odb\u011bru, a taktika by byla podp\u016frn\u00e1.<\/p>\n

Pot\u00e9 bude mo\u017en\u00e9 zm\u011b\u0159it, zda sta\u010dilo 12 z\u00e1silek, nebo jich bylo pot\u0159eba 20, ale to je p\u0159edm\u011btem dal\u0161\u00edho zaj\u00edmav\u00e9ho testu, kter\u00fd bude proveden a analyzov\u00e1n.<\/p>\n

Z\u00e1v\u011bry<\/strong><\/h2>\n

Testov\u00e1n\u00ed zkr\u00e1tka jasn\u011b ur\u010duje, co v e-mailov\u00fdch marketingov\u00fdch kampan\u00edch funguje a co ne.<\/p>\n

Na druhou stranu neexistuje \u017e\u00e1dn\u00fd recept na ide\u00e1ln\u00ed frekvenci, kl\u00ed\u010dov\u00e9 je zn\u00e1t svou c\u00edlovou skupinu a v\u011bd\u011bt, jak bude reagovat.<\/p>\n

A kone\u010dn\u011b, zvy\u0161ov\u00e1n\u00ed frekvence m\u00e1 \u00fa\u010dinky, jejich\u017e anal\u00fdza m\u016f\u017ee pracovat ve prosp\u011bch va\u0161ich obchodn\u00edch c\u00edl\u016f.<\/p>\n

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

\u010castou ot\u00e1zkou mezi obchodn\u00edky s e-maily je, jak\u00e1 je ide\u00e1ln\u00ed frekvence odes\u00edl\u00e1n\u00ed?<\/p>","protected":false},"author":239642484,"featured_media":7734,"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-6719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\nEl peligro de aumentar la frecuencia de env\u00edo - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/cs\/nebezpeci-zvyseni-cetnosti-prepravy\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El peligro de aumentar la frecuencia de env\u00edo - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Una pregunta habitual entre quienes utilizan email marketing es \u00bfcu\u00e1l es la frecuencia ideal de env\u00edo?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/masterbase.com\/cs\/nebezpeci-zvyseni-cetnosti-prepravy\/masterbase\/\" \/>\n<meta property=\"og:site_name\" content=\"MasterBase\u00ae\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-14T19:43:00+00:00\" \/>\n<meta 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