{"id":6866,"date":"2023-01-16T21:43:00","date_gmt":"2023-01-16T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6866"},"modified":"2024-01-09T16:42:09","modified_gmt":"2024-01-09T14:42:09","slug":"jak-zlepsit-dorucitelnost-v-e-mailovem-marketingu-abyste-se-dostali-do-schranky","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/como-mejorar-la-capacidad-de-entrega-en-email-marketing-para-llegar-a-la-bandeja-de-entrada\/masterbase\/","title":{"rendered":"Jak zlep\u0161it doru\u010ditelnost v e-mailov\u00e9m marketingu, abyste dos\u00e1hli do schr\u00e1nky doru\u010den\u00fdch zpr\u00e1v"},"content":{"rendered":"<h3><\/h3>\n<p>Pokud va\u0161e e-maily kon\u010d\u00ed ve slo\u017ece nevy\u017e\u00e1dan\u00e9 po\u0161ty, m\u011blo by b\u00fdt va\u0161\u00ed prioritou zlep\u0161en\u00ed doru\u010ditelnosti.<\/p>\n<p>Pouze pokud se dostanete do schr\u00e1nek p\u0159\u00edjemc\u016f, budete m\u00edt mo\u017enost zaujmout sv\u00e9 publikum a zv\u00fd\u0161it prodej z e-mailov\u00fdch marketingov\u00fdch kampan\u00ed.<\/p>\n<p>N\u011bkolik tip\u016f pro zlep\u0161en\u00ed doru\u010ditelnosti<\/p>\n<h2>1. Zhodno\u0165te svou situaci<\/h2>\n<p>Nejd\u0159\u00edve je t\u0159eba analyzovat situaci, ve kter\u00e9 se nach\u00e1z\u00edte. Na z\u00e1klad\u011b t\u00e9to anal\u00fdzy se m\u016f\u017eete rozhodnout, co d\u011blat d\u00e1l.<\/p>\n<p>Za\u010dn\u011bte kontrolou doru\u010ditelnosti a vyhodnocen\u00edm kvality sv\u00e9ho seznamu a v\u00fdsledk\u016f posledn\u00edch kampan\u00ed.<\/p>\n<p>Po prostudov\u00e1n\u00ed t\u011bchto oblast\u00ed byste m\u011bli v\u011bd\u011bt:<\/p>\n<ul>\n<li>Pokud va\u0161e e-maily u v\u0161ech poskytovatel\u016f e-mailov\u00fdch slu\u017eeb kon\u010d\u00ed ve slo\u017ece nevy\u017e\u00e1dan\u00e9 po\u0161ty.<\/li>\n<li>Pokud jste za\u0159azeni na n\u011bkterou z hlavn\u00edch \u010dern\u00fdch listin.<\/li>\n<li>Pokud je ov\u011b\u0159ov\u00e1n\u00ed (SPF, DKIM, DMARC) nastaveno spr\u00e1vn\u011b.<\/li>\n<li>Jak jsou va\u0161e kontakty zapojen\u00e9.<\/li>\n<li>Kolik procent va\u0161ich kontakt\u016f je neaktivn\u00edch.<\/li>\n<li>Kolik procent va\u0161ich kontakt\u016f se odhl\u00e1s\u00ed z odb\u011bru nebo ozna\u010d\u00ed va\u0161e e-maily jako spam.<\/li>\n<li>Jak\u00fd je v\u00e1\u0161 v\u00fdkon v porovn\u00e1n\u00ed s referen\u010dn\u00edmi hodnotami v odv\u011btv\u00ed e-mailov\u00e9ho marketingu.<\/li>\n<\/ul>\n<h2>2. Odstran\u011bn\u00ed va\u0161\u00ed IP adresy z \u010dern\u00fdch listin e-mail\u016f<\/h2>\n<p>Pokud va\u0161e e-maily chod\u00ed do slo\u017eky spamu, je velk\u00e1 pravd\u011bpodobnost, \u017ee jsou na \u010dern\u00e9 listin\u011b. Hlavn\u00ed poskytovatel\u00e9 e-mailov\u00fdch slu\u017eeb se p\u0159i hodnocen\u00ed kvality e-mail\u016f zas\u00edlan\u00fdch u\u017eivatel\u016fm d\u00edvaj\u00ed na nejzn\u00e1m\u011bj\u0161\u00ed \u010dern\u00e9 listiny.<\/p>\n<p>Pokud jste zjistili, \u017ee je va\u0161e IP adresa nebo po\u0161tovn\u00ed dom\u00e9na na n\u011bkter\u00e9 z hlavn\u00edch \u010dern\u00fdch listin (m\u016f\u017eete si to ov\u011b\u0159it pomoc\u00ed n\u00e1stroj\u016f pro spr\u00e1vu reputace, jako je nap\u0159\u00edklad MxToolbox), m\u016f\u017eete kontaktovat spr\u00e1vce seznamu. Po\u017e\u00e1dejte je o pomoc a radu, jak zlep\u0161it sv\u00e9 po\u0161tovn\u00ed postupy; \u010dasto zjist\u00edte, \u017ee v\u00e1m r\u00e1di poskytnou dal\u0161\u00ed pokyny.<\/p>\n<p>Pokud nezm\u011bn\u00edte sv\u00e9 postupy a zp\u016fsob, jak\u00fdm provozujete e-mailov\u00e9 kampan\u011b, m\u016f\u017eete se na tomto seznamu ocitnout znovu.<\/p>\n<h2>3. Vytvo\u0159en\u00ed jedine\u010dn\u00e9 identity zna\u010dky<\/h2>\n<p>Siln\u00e1 a jedine\u010dn\u00e1 identita zna\u010dky v\u00e1m pom\u016f\u017ee zv\u00fd\u0161it z\u00e1jem p\u0159\u00edjemc\u016f o va\u0161e e-maily.<\/p>\n<p>A proto\u017ee zapojen\u00ed je d\u016fle\u017eit\u00fdm prvkem doru\u010ditelnosti e-mail\u016f, je kl\u00ed\u010dov\u00e9 pou\u017e\u00edvat k odes\u00edl\u00e1n\u00ed e-mailov\u00fdch kampan\u00ed vlastn\u00ed dom\u00e9nu (na rozd\u00edl od bezplatn\u00fdch e-mailov\u00fdch dom\u00e9n, jako je Gmail).<\/p>\n<p>Ve v\u0161ech kampan\u00edch tak\u00e9 pou\u017e\u00edvejte konzistentn\u00ed e-mailov\u00e1 pole (Od, Jm\u00e9no a Adresa).<\/p>\n<h2>4. Ujist\u011bte se, \u017ee jsou va\u0161e e-maily \u0159\u00e1dn\u011b ov\u011b\u0159eny.<\/h2>\n<p>Dal\u0161\u00ed v\u011bc, kter\u00e1 \u010dasto zp\u016fsobuje probl\u00e9my s doru\u010dov\u00e1n\u00edm a kterou lze snadno vy\u0159e\u0161it, se t\u00fdk\u00e1 ov\u011b\u0159ov\u00e1n\u00ed.<\/p>\n<p>Poskytovatel\u00e9 internetov\u00fdch slu\u017eeb (ISP), jako je Gmail nebo Outlook, mohou va\u0161e e-maily odm\u00edtnout nebo filtrovat ve slo\u017ece spam, pokud vypadaj\u00ed podez\u0159ele.<\/p>\n<p>To souvis\u00ed s t\u00edm, kdo jste, jak\u00fdm zp\u016fsobem e-maily pos\u00edl\u00e1te a co je v nich obsa\u017eeno.<\/p>\n<p>Pokud chcete b\u00fdt pova\u017eov\u00e1ni za d\u016fv\u011bryhodn\u00e9ho odes\u00edlatele, m\u016f\u017eete ud\u011blat n\u00e1sleduj\u00edc\u00ed kroky:<\/p>\n<p>Odes\u00edlejte e-maily pomoc\u00ed firemn\u00ed dom\u00e9ny, nikoli ve\u0159ejn\u011b dostupn\u00e9 bezplatn\u00e9 e-mailov\u00e9 dom\u00e9ny (nap\u0159. Gmail nebo Comcast).<\/p>\n<p>Pou\u017e\u00edv\u00e1 p\u0159\u00edslu\u0161n\u00e9 ov\u011b\u0159ovac\u00ed protokoly, jako jsou DKIM (Domain Key Identified Mail), SPF (Sender Policy Framework), DMARC (Domain-based Message Authentication, Reporting and Conformance) a BIMI (Badges for Message Identification).<\/p>\n<h2>5. Znovu p\u0159ipojte m\u00e9n\u011b aktivn\u00ed kontakty<\/h2>\n<p>V procesu vyhodnocov\u00e1n\u00ed zapojen\u00ed p\u0159\u00edjemc\u016f (krok 1) jste mo\u017en\u00e1 identifikovali odb\u011bratele, kte\u0159\u00ed se ned\u00e1vno stali neaktivn\u00edmi. Nap\u0159\u00edklad lidi, kte\u0159\u00ed v posledn\u00edch t\u0159ech m\u011bs\u00edc\u00edch neotev\u0159eli \u017e\u00e1dn\u00fd z va\u0161ich e-mail\u016f ani na n\u011bj neklikli.<\/p>\n<p>Proto\u017ee tato skupina m\u016f\u017ee m\u00edt st\u00e1le komer\u010dn\u00ed potenci\u00e1l, m\u011bli byste se pokusit o jej\u00ed obnovu. Nejobl\u00edben\u011bj\u0161\u00edm zp\u016fsobem, jak toho dos\u00e1hnout, je spustit kampa\u0148 na obnovu.<\/p>\n<h2>6. Vy\u010dist\u011bte sv\u016fj seznam adres\u00e1t\u016f<\/h2>\n<p>Hygiena seznamu je d\u016fle\u017eitou sou\u010d\u00e1st\u00ed doru\u010ditelnosti e-mail\u016f.<\/p>\n<p>Aby byl v\u00e1\u0161 seznam pova\u017eov\u00e1n za hygienick\u00fd, mus\u00edte odstranit mrtvou v\u00e1hu a zapojit ty, kte\u0159\u00ed jsou neust\u00e1le aktivn\u00ed.<\/p>\n<p>Proto\u017ee jsme v kroku 5 hovo\u0159ili o op\u011btovn\u00e9m zapojen\u00ed kontakt\u016f, kter\u00e9 maj\u00ed st\u00e1le obchodn\u00ed potenci\u00e1l, m\u011bli byste se nyn\u00ed pod\u00edvat na ty, kter\u00e9 byste m\u011bli zv\u00e1\u017eit odstranit ze sv\u00fdch seznam\u016f.<\/p>\n<p>Kdy\u017e se \u0159ekne mrtv\u00e1 v\u00e1ha, m\u00e1me na mysli dva segmenty.<\/p>\n<p>Prvn\u00ed se skl\u00e1d\u00e1 z lid\u00ed, kte\u0159\u00ed v\u00fdslovn\u011b uvedli, \u017ee ji\u017e necht\u011bj\u00ed dost\u00e1vat z\u00e1silky od v\u00e1s, nebo \u017ee jejich e-mailov\u00e9 adresy vygenerovaly odm\u00edtnut\u00ed. Ti by m\u011bli b\u00fdt z va\u0161eho seznamu okam\u017eit\u011b odstran\u011bni, bez ohledu na to, jak velk\u00fd je tento segment.<\/p>\n<p>Druhou skupinu tvo\u0159\u00ed lid\u00e9, kte\u0159\u00ed s va\u0161\u00ed komunikac\u00ed ji\u017e dlouho (zhruba rok) nep\u0159i\u0161li do styku. Tyto kontakty v\u011bt\u0161inou nemaj\u00ed \u017e\u00e1dn\u00fd obchodn\u00ed potenci\u00e1l. P\u0159edstavuj\u00ed v\u0161ak velk\u00e9 riziko pro va\u0161i doru\u010ditelnost.<\/p>\n<h2>7. Nab\u00eddn\u011bte p\u0159\u00edjemc\u016fm mo\u017enost volby<\/h2>\n<p>Zde je dal\u0161\u00ed zp\u016fsob, jak m\u016f\u017eete sn\u00ed\u017eit odliv adres\u00e1t\u016f a zlep\u0161it doru\u010ditelnost: dejte sv\u00fdm odb\u011bratel\u016fm na v\u00fdb\u011br!<\/p>\n<p>Market\u00e9\u0159i ji\u017e dlouho v\u011bd\u00ed, \u017ee by m\u011bli z\u00e1kazn\u00edk\u016fm p\u0159izp\u016fsobit jejich zku\u0161enosti. M\u00e1lokdy to v\u0161ak d\u011blaj\u00ed, pokud jde o frekvenci a obsah e-mailov\u00fdch marketingov\u00fdch kampan\u00ed.<\/p>\n<p>Pokud chcete nab\u00eddnout lep\u0161\u00ed slu\u017eby, zva\u017ete vytvo\u0159en\u00ed preferen\u010dn\u00edho centra nebo zahrnut\u00ed dal\u0161\u00edch za\u0161krt\u00e1vac\u00edch pol\u00ed\u010dek do webov\u00fdch formul\u00e1\u0159\u016f, kter\u00e9 va\u0161im kontakt\u016fm umo\u017en\u00ed vyj\u00e1d\u0159it jejich po\u0161tovn\u00ed preference.<\/p>\n<p>M\u016f\u017eete ji tak\u00e9 zahrnout na str\u00e1nku pro odhl\u00e1\u0161en\u00ed, aby va\u0161i z\u00e1kazn\u00edci m\u011bli mo\u017enost odhl\u00e1sit se z odb\u011bru e-mail\u016f m\u00edsto toho, aby se odhl\u00e1sili z odb\u011bru.<\/p>\n<p>Tento krok se m\u016f\u017ee zd\u00e1t n\u00e1ro\u010dn\u00fd na implementaci a \u00fadr\u017ebu, ale d\u00e1v\u00e1 v\u00e1m mo\u017enost udr\u017eet z\u00e1kazn\u00edky d\u00e9le v kontaktu. Krom\u011b toho jim d\u00e1te pocit, \u017ee maj\u00ed v\u0161e pod kontrolou, co\u017e zase m\u016f\u017ee zlep\u0161it jejich vn\u00edm\u00e1n\u00ed va\u0161\u00ed zna\u010dky.<\/p>\n<h2>8. Usnadn\u011bte odhl\u00e1\u0161en\u00ed ze seznamu.<\/h2>\n<p>M\u016f\u017ee se to zd\u00e1t neintuitivn\u00ed, ale to, \u017ee se lid\u00e9 odhla\u0161uj\u00ed z va\u0161eho seznamu, nen\u00ed nic hrozn\u00e9ho. Pro\u010d? Proto\u017ee to znamen\u00e1, \u017ee va\u0161e e-maily skute\u010dn\u011b dost\u00e1vaj\u00ed, jen o n\u011b nemaj\u00ed z\u00e1jem.<\/p>\n<p>Probl\u00e9m za\u010d\u00edn\u00e1, kdy\u017e se neodhl\u00e1s\u00ed z odb\u011bru, ale a) filtruj\u00ed va\u0161e zpr\u00e1vy ve slo\u017ece spamu nebo, co\u017e je hor\u0161\u00ed, b) nahl\u00e1s\u00ed je jako spam.<\/p>\n<p>Pokud jde o vy\u0159izov\u00e1n\u00ed st\u00ed\u017enost\u00ed na spam, je situace o n\u011bco slo\u017eit\u011bj\u0161\u00ed, proto\u017ee vy\u017eaduje zm\u011bny na n\u011bkolika m\u00edstech.<\/p>\n<p>Nejd\u0159\u00edve byste m\u011bli zkontrolovat proces registrace a ujistit se, \u017ee je v\u0161e transparentn\u00ed a jasn\u00e9. Va\u0161e kontakty by m\u011bly pln\u011b ch\u00e1pat, k \u010demu se p\u0159ihla\u0161uj\u00ed a jak\u00fd obsah jim budete zas\u00edlat. Tyto informace p\u0159idejte na vstupn\u00ed str\u00e1nky, webov\u00e9 formul\u00e1\u0159e, d\u011bkovn\u00e9 str\u00e1nky a do z\u00e1pat\u00ed e-mail\u016f.<\/p>\n<p>Za druh\u00e9 byste m\u011bli umo\u017enit snadn\u00e9 odhl\u00e1\u0161en\u00ed ze seznamu. Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f sta\u010d\u00ed, kdy\u017e proces odhl\u00e1\u0161en\u00ed nevy\u017eaduje dal\u0161\u00ed kroky, jako je p\u0159ihl\u00e1\u0161en\u00ed do va\u0161\u00ed platformy, a odkaz na odhl\u00e1\u0161en\u00ed lze snadno naj\u00edt ve va\u0161ich e-mailech.<\/p>\n<p>To je prozat\u00edm v\u0161e. Dal\u0161\u00ed tipy v\u00e1m budeme poskytovat i nad\u00e1le, proto\u017ee jejich seznam je dlouh\u00fd.<\/p>\n<p><a href=\"https:\/\/ebook.masterbase.com\/guia-de-la-entregabilidad\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1011\/63c7206e98d1740019f6b238\/yuihehobs04r2lh0pktfdt99nruh3cyuv1tdnpdvokeh58r6yivhk9xveo7gn6hq\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Pokud va\u0161e e-maily kon\u010d\u00ed ve slo\u017ece nevy\u017e\u00e1dan\u00e9 po\u0161ty, m\u011blo by b\u00fdt va\u0161\u00ed prioritou zlep\u0161en\u00ed doru\u010ditelnosti.<\/p>","protected":false},"author":239642484,"featured_media":7213,"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":[1414],"class_list":["post-6866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo mejorar la capacidad de entrega en email marketing para llegar a la bandeja de entrada - 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\/jak-zlepsit-dorucitelnost-v-e-mailovem-marketingu-abyste-se-dostali-do-schranky\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo mejorar la capacidad de entrega en email marketing para llegar a la bandeja de entrada - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Si tus emails est\u00e1n llegando a la carpeta de correos no deseados, mejorar la capacidad de entrega debe convertirse en tu prioridad.\" \/>\n<meta property=\"og:url\" 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