{"id":6886,"date":"2026-04-09T21:43:00","date_gmt":"2026-04-09T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6886"},"modified":"2026-04-10T00:50:09","modified_gmt":"2026-04-09T21:50:09","slug":"reaktivacni-e-maily-protoze-potrebujete-znovu-zapojit-neaktivni-odberatele","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/emails-de-reactivacion-por-que-debes-volver-a-captar-a-los-suscriptores-inactivos\/masterbase\/","title":{"rendered":"Reaktiva\u010dn\u00ed e-maily: Pro\u010d byste m\u011bli znovu zapojit neaktivn\u00ed odb\u011bratele"},"content":{"rendered":"<p>E-mail je jedn\u00edm z nejefektivn\u011bj\u0161\u00edch digit\u00e1ln\u00edch marketingov\u00fdch kan\u00e1l\u016f pro udr\u017een\u00ed z\u00e1kazn\u00edk\u016f a pro mnoho market\u00e9r\u016f ve v\u0161ech odv\u011btv\u00edch p\u0159edstavuje z\u00e1klad marketingov\u00e9ho trycht\u00fd\u0159e pro prodej. Ka\u017ed\u00fd rok se v\u0161ak v\u00edce ne\u017e 20% va\u0161ich e-mailov\u00fdch odb\u011bratel\u016f stane neaktivn\u00edmi.<\/p>\n<p>Dne\u0161n\u00ed market\u00e9\u0159i si nemohou dovolit ignorovat neanga\u017eovan\u00e9 z\u00e1kazn\u00edky. Nemus\u00ed v\u0161ak z\u016fstat ne\u010dinn\u00ed: existuje zp\u016fsob, jak je znovu aktivovat a generovat dal\u0161\u00ed p\u0159\u00edjmy.<\/p>\n<h2>Co je to reaktiva\u010dn\u00ed e-mail?<\/h2>\n<p>Jedn\u00e1 se o zpr\u00e1vu zaslanou t\u011bmto neaktivn\u00edm odb\u011bratel\u016fm, kter\u00e1 je m\u00e1 znovu zapojit do zas\u00edl\u00e1n\u00ed zpr\u00e1v va\u0161\u00ed zna\u010dky. Neaktivn\u00ed odb\u011bratel\u00e9 jsou ti odb\u011bratel\u00e9, kte\u0159\u00ed p\u0159estali komunikovat s va\u0161imi e-mailov\u00fdmi kampan\u011bmi na del\u0161\u00ed dobu (6 m\u011bs\u00edc\u016f, rok, v z\u00e1vislosti na va\u0161em podnik\u00e1n\u00ed).<\/p>\n<h2>Pro\u010d jsou p\u0159edplatitel\u00e9 neaktivn\u00ed?<\/h2>\n<p>Z mnoha d\u016fvod\u016f, ale nej\u010dast\u011bj\u0161\u00ed jsou:<\/p>\n<p><strong>1. E-mailov\u00e1 adresa se ji\u017e nepou\u017e\u00edv\u00e1<\/strong><\/p>\n<p>Lid\u00e9 se st\u011bhuj\u00ed, firmy m\u011bn\u00ed n\u00e1zvy, lid\u00e9 dost\u00e1vaj\u00ed nov\u00e1 zam\u011bstn\u00e1n\u00ed, m\u011bn\u00ed se e-mailov\u00e9 adresy... a seznam je dlouh\u00fd. V\u00fdsledkem je, \u017ee za norm\u00e1ln\u00edch okolnost\u00ed se ka\u017ed\u00fd rok pokaz\u00ed 25 a\u017e 30% kontaktn\u00edch \u00fadaj\u016f. Pokud m\u00e1te v datab\u00e1zi neaktivn\u00ed z\u00e1znamy o z\u00e1kazn\u00edc\u00edch, je t\u0159eba zkontrolovat doru\u010ditelnost e-mail\u016f.<\/p>\n<p>V\u00edce ne\u017e 35% obchodn\u00edk\u016f s e-maily uv\u00e1d\u00ed, \u017ee udr\u017eov\u00e1n\u00ed \u010distoty a aktu\u00e1lnosti e-mail\u016f je v jejich e-mailov\u00fdch marketingov\u00fdch programech hlavn\u00ed v\u00fdzvou.<\/p>\n<p><strong>Nedobrovoln\u00e9 p\u0159edplatn\u00e9<\/strong><\/p>\n<p>Tito odb\u011bratel\u00e9 v\u00e1m dali sv\u00e9 e-mailov\u00e9 adresy, ale ne proto, \u017ee by cht\u011bli skon\u010dit na va\u0161em mailing listu. Mo\u017en\u00e1 se p\u0159ihl\u00e1sili k odb\u011bru proto, aby obdr\u017eeli speci\u00e1ln\u00ed nab\u00eddku nebo aby prozkoumali mo\u017enosti d\u016fle\u017eit\u00e9ho n\u00e1kupu. Jakmile obdr\u017e\u00ed speci\u00e1ln\u00ed nab\u00eddku nebo informace, kter\u00e9 hledali, p\u0159estanou va\u0161e e-maily otev\u00edrat a stanou se neaktivn\u00edmi. Nad\u00e1le dost\u00e1vaj\u00ed va\u0161e e-maily, ale nemaj\u00ed v \u00famyslu se zapojit nebo se zapojuj\u00ed jen velmi m\u00e1lo.<\/p>\n<p>Neaktivn\u00ed spamme\u0159i p\u0159edstavuj\u00ed riziko pro va\u0161i pov\u011bst odes\u00edlatele a doru\u010ditelnost va\u0161ich e-mail\u016f, proto\u017ee je \u010dasem m\u016f\u017ee omrzet dost\u00e1vat od v\u00e1s zpr\u00e1vy a ozna\u010dit va\u0161e zpr\u00e1vy jako spam.<\/p>\n<p><strong>3. Ztr\u00e1ta z\u00e1jmu<\/strong><\/p>\n<p>N\u011bkte\u0159\u00ed odb\u011bratel\u00e9 se mohli p\u0159ihl\u00e1sit k odb\u011bru va\u0161ich e-mail\u016f, kdy\u017e zjistili, \u017ee v\u00e1\u0161 obsah je u\u017eite\u010dn\u00fd pro ur\u010dit\u00e9 z\u00e1jmy nebo c\u00edle, kter\u00e9 v t\u00e9 dob\u011b m\u011bli. Postupem \u010dasu se v\u0161ak jejich z\u00e1jmy a c\u00edle zm\u011bn\u00ed, co\u017e zp\u016fsob\u00ed, \u017ee se stanou neaktivn\u00edmi a p\u0159estanou va\u0161e e-maily odeb\u00edrat.<\/p>\n<p><strong>4. Slo\u017eka SPAM<\/strong><\/p>\n<p>Nejv\u011bt\u0161\u00edm strachem ka\u017ed\u00e9ho e-mailov\u00e9ho market\u00e9ra je skon\u010dit ve slo\u017ece nevy\u017e\u00e1dan\u00e9 po\u0161ty. Zpr\u00e1vy spadl\u00e9 do slo\u017eky spam znamenaj\u00ed, \u017ee odb\u011bratel\u00e9 va\u0161e zpr\u00e1vy pravd\u011bpodobn\u011b neuvid\u00ed, a pokud je ve spamu uvid\u00ed, nebudou v\u011b\u0159it, \u017ee je va\u0161e zpr\u00e1va platn\u00e1.<\/p>\n<p>Zpr\u00e1vy, kter\u00e9 skon\u010d\u00ed ve slo\u017ece nevy\u017e\u00e1dan\u00e9 po\u0161ty, p\u0159edstavuj\u00ed probl\u00e9m s doru\u010ditelnost\u00ed, kter\u00fd je t\u0159eba \u0159e\u0161it p\u0159ed odesl\u00e1n\u00edm reaktiva\u010dn\u00ed kampan\u011b. \u0160patn\u00e1 doru\u010ditelnost m\u016f\u017ee b\u00fdt zp\u016fsobena \u0159adou faktor\u016f, nap\u0159\u00edklad zas\u00edl\u00e1n\u00edm p\u0159\u00edloh v e-mailech, nedostate\u010dnou segmentac\u00ed, pou\u017e\u00edv\u00e1n\u00edm velk\u00fdch obr\u00e1zk\u016f atd.<\/p>\n<h2>Pro\u010d pos\u00edlat reaktiva\u010dn\u00ed e-mail?<\/h2>\n<p>Neaktivn\u00ed odb\u011bratel\u00e9 se mohou podepsat na va\u0161ich e-mailov\u00fdch marketingov\u00fdch kampan\u00edch. Reaktiva\u010dn\u00ed e-mailov\u00e1 kampa\u0148 pro neaktivn\u00ed odb\u011bratele m\u016f\u017ee va\u0161emu e-mailov\u00e9mu marketingu pomoci n\u011bkolika zp\u016fsoby:<\/p>\n<ul>\n<li>Zlep\u0161en\u00ed statistik \u00fa\u010dasti<\/li>\n<li>Zlep\u0161en\u00ed doru\u010ditelnosti e-mail\u016f<\/li>\n<li>Zlep\u0161en\u00ed e-mailov\u00e9 hygieny<\/li>\n<li>Zvy\u0161ov\u00e1n\u00ed prodeje a generov\u00e1n\u00ed lead\u016f<\/li>\n<\/ul>\n<h2>Reaktiva\u010dn\u00ed e-mail<\/h2>\n<p>P\u0159i pou\u017eit\u00ed e-mailu pro reaktivaci je t\u0159eba pou\u017e\u00edt mnohostrann\u00fd p\u0159\u00edstup k \u0159e\u0161en\u00ed probl\u00e9mu neaktivn\u00edch e-mailov\u00fdch registrac\u00ed s vyu\u017eit\u00edm n\u00e1sleduj\u00edc\u00edch kl\u00ed\u010dov\u00fdch prvk\u016f:<\/p>\n<p><strong>1. Identifikace neaktivn\u00edch odb\u011bratel\u016f<\/strong><\/p>\n<p>Ur\u010den\u00ed neaktivn\u00edch odb\u011bratel\u016f bude do zna\u010dn\u00e9 m\u00edry z\u00e1viset na tom, jak \u010dasto pos\u00edl\u00e1te zpr\u00e1vy. Pokud pos\u00edl\u00e1te \u010dty\u0159i zpr\u00e1vy ka\u017ed\u00fd m\u011bs\u00edc, uk\u00e1\u017ee se, kdo jsou va\u0161i neaktivn\u00ed odb\u011bratel\u00e9, jinak ne\u017e u zna\u010dky, kter\u00e1 pos\u00edl\u00e1 n\u011bkolik e-mail\u016f ro\u010dn\u011b. V aplikaci MasterBase\u00ae si m\u016f\u017eete prohl\u00e9dnout statistiky za posledn\u00edch n\u011bkolik m\u011bs\u00edc\u016f a zjistit, jak si vedly va\u0161e p\u0159edchoz\u00ed kampan\u011b.<\/p>\n<p>V\u011bnujte pozornost odb\u011bratel\u016fm, kte\u0159\u00ed va\u0161e e-maily trvale neotev\u00edraj\u00ed nebo na n\u011b neklikaj\u00ed. V\u0161\u00edmejte si tak\u00e9 neaktivn\u00edch odb\u011bratel\u016f, kte\u0159\u00ed mohou b\u00fdt do va\u0161\u00ed zna\u010dky zapojeni jin\u00fdm zp\u016fsobem.<\/p>\n<p><strong>2. Segmentace neaktivn\u00edch odb\u011bratel\u016f<\/strong><\/p>\n<p>Jakmile identifikujete neaktivn\u00ed odb\u011bratele, p\u0159idejte je do nov\u00e9ho segmentu pro op\u011btovnou aktivaci. Vytvo\u0159en\u00edm tohoto nov\u00e9ho segmentu zajist\u00edte, \u017ee reaktiva\u010dn\u00ed e-maily budou zas\u00edl\u00e1ny pouze t\u011bmto neaktivn\u00edm odb\u011bratel\u016fm, a zabr\u00e1n\u00edte tak tomu, aby se omylem dostaly k lidem, kte\u0159\u00ed ji\u017e s va\u0161imi zpr\u00e1vami interagovali.<\/p>\n<p><strong>3. Ur\u010dete krit\u00e9ria reaktivace<\/strong><\/p>\n<p>Ne\u017e spust\u00edte reaktiva\u010dn\u00ed kampa\u0148, mus\u00edte zjistit, jak\u00e9 akce mus\u00ed odb\u011bratel prov\u00e9st, aby byl pova\u017eov\u00e1n za \"reaktivovan\u00e9ho\". Nap\u0159\u00edklad pokud n\u011bkdo otev\u0159el e-mail, m\u016f\u017eete ho pova\u017eovat za reaktivovan\u00e9ho, nebo m\u016f\u017eete za reaktivovan\u00e9 pova\u017eovat pouze kliknut\u00ed.<\/p>\n<p><strong>4. Vytv\u00e1\u0159ejte p\u0159esv\u011bd\u010div\u00fd obsah<\/strong><\/p>\n<p>Reaktiva\u010dn\u00ed kampa\u0148 obvykle vyu\u017e\u00edv\u00e1 \u010dty\u0159i nebo p\u011bt e-mailov\u00fdch zpr\u00e1v k reaktivaci odb\u011bratel\u016f. U reaktiva\u010dn\u00edch e-mail\u016f je kl\u00ed\u010dov\u00fd relevantn\u00ed a poutav\u00fd obsah.<\/p>\n<p>Jedn\u00edm z nejefektivn\u011bj\u0161\u00edch zp\u016fsob\u016f, jak l\u00e9pe poznat sv\u00e9 publikum, je jednodu\u0161e se ho v reaktiva\u010dn\u00edch e-mailech zeptat na demografick\u00e9 \u00fadaje (nap\u0159. v\u011bk, pohlav\u00ed) a na jeho e-mailov\u00e9 preference.<\/p>\n<p><strong>5. Vytvo\u0159te si kampa\u0148<\/strong><\/p>\n<p>Jedin\u00fd reaktiva\u010dn\u00ed e-mail pravd\u011bpodobn\u011b nebude p\u0159\u00edli\u0161 \u00fasp\u011b\u0161n\u00fd. Reaktiva\u010dn\u00ed kampa\u0148 je nej\u00fa\u010dinn\u011bj\u0161\u00ed, pokud se skl\u00e1d\u00e1 z n\u011bkolika zpr\u00e1v. Za t\u00edmto \u00fa\u010delem je t\u0159eba vytvo\u0159it automatizovan\u00fd pracovn\u00ed postup na z\u00e1klad\u011b krit\u00e9ri\u00ed vybran\u00fdch v kroku 3.<\/p>\n<p><strong>6. Nasazen\u00ed a testov\u00e1n\u00ed<\/strong><\/p>\n<p>Nevzd\u00e1vejte se, pokud va\u0161e e-maily nejsou otev\u0159eny okam\u017eit\u011b. Pr\u016fm\u011brn\u00e1 doba mezi p\u0159ijet\u00edm reaktiva\u010dn\u00edho e-mailu a p\u0159e\u010dten\u00edm n\u00e1sleduj\u00edc\u00ed zpr\u00e1vy m\u016f\u017ee b\u00fdt a\u017e dva m\u011bs\u00edce.<\/p>\n<p><strong>7. Ukli\u010fte!<\/strong><\/p>\n<p>Po ukon\u010den\u00ed reaktiva\u010dn\u00ed kampan\u011b shrom\u00e1\u017ed\u011bte neaktivn\u00ed odb\u011bratele a odhlaste je ze seznamu. P\u0159edt\u00edm jim m\u016f\u017eete poslat z\u00e1v\u011bre\u010dnou zpr\u00e1vu, ve kter\u00e9 je informujete, \u017ee pokud se znovu nep\u0159ihl\u00e1s\u00ed k odb\u011bru, budou z va\u0161eho seznamu odstran\u011bni.<\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/llamado-a-la-accion-como-lograr-una-accion-deseada\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1012\/6463e755b258590010337228\/lrxk339c1plepjneefkqijkciozn2ip307qv0bx6xswhyrqxih92xvjdssidqwvp\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>E-mail je jedn\u00edm z nejefektivn\u011bj\u0161\u00edch digit\u00e1ln\u00edch marketingov\u00fdch kan\u00e1l\u016f pro udr\u017een\u00ed z\u00e1kazn\u00edk\u016f a pro mnoho market\u00e9r\u016f ve v\u0161ech odv\u011btv\u00edch p\u0159edstavuje z\u00e1klad marketingov\u00e9ho trycht\u00fd\u0159e pro prodej.<\/p>","protected":false},"author":239642484,"featured_media":7050,"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-6886","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 v27.6 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