{"id":6323,"date":"2025-05-12T22:08:52","date_gmt":"2025-05-12T19:08:52","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6323"},"modified":"2025-05-14T01:34:51","modified_gmt":"2025-05-13T22:34:51","slug":"ako-zlepsit-cestu-zakaznika-pomocou-transakcnych-sprav-2","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/como-mejorar-el-viaje-del-cliente-con-mensajes-transaccionales-2\/masterbase\/","title":{"rendered":"Zlep\u0161enie cesty z\u00e1kazn\u00edka pomocou transak\u010dn\u00fdch spr\u00e1v"},"content":{"rendered":"<p>Transak\u010dn\u00e9 z\u00e1sielky s\u00fa d\u00f4le\u017eit\u00e9. Potvrdenie o predaji, uv\u00edtac\u00ed pozdrav, aktualiz\u00e1cia objedn\u00e1vky, \u00fadaje o odoslan\u00ed, dokonca aj zmena hesla, to v\u0161etko s\u00fa spr\u00e1vy, ktor\u00e9 pr\u00edjemca z toho \u010di onoho d\u00f4vodu vysoko oce\u0148uje. A \u010dasto s\u00fa to prv\u00e9 spr\u00e1vy, ktor\u00e9 odberate\u013e alebo z\u00e1kazn\u00edk dostane od va\u0161ej spolo\u010dnosti.<\/p>\n<p>Okrem toho, \u017ee pr\u00edjemcovi prin\u00e1\u0161aj\u00fa cenn\u00e9 a o\u010dak\u00e1van\u00e9 inform\u00e1cie, je tu v\u0161ak e\u0161te jeden d\u00f4vod, ktor\u00fd ich rob\u00ed pre odosielate\u013ea mimoriadne d\u00f4le\u017eit\u00fdmi. A ak\u00fd je to d\u00f4vod? Funguj\u00fa lep\u0161ie ako kampane hromadn\u00e9ho zasielania spr\u00e1v.<\/p>\n<p>Presne tak, uv\u00edtacia spr\u00e1va m\u00f4\u017ee prinies\u0165 a\u017e o 320 % viac pr\u00edjmov ako propaga\u010dn\u00e9 kampane. Niet divu, \u017ee transak\u010dn\u00e9 mailingy maj\u00fa 7 a\u017e 8-kr\u00e1t vy\u0161\u0161iu mieru preklikov ako e-mailov\u00fd marketing a generuj\u00fa a\u017e 6-kr\u00e1t vy\u0161\u0161ie pr\u00edjmy.<\/p>\n<h2><strong>Pre\u010do sa teda tak\u00e9to spr\u00e1vy nevyu\u017e\u00edvaj\u00fa viac? D\u00f4vodov je nieko\u013eko:<\/strong><\/h2>\n<ul>\n<li>Odosielanie spr\u00e1v sa toti\u017e sp\u00fa\u0161\u0165a v prostred\u00ed ur\u010denom na komer\u010dn\u00e9 transakcie (napr\u00edklad v platforme elektronick\u00e9ho obchodu), a nie v marketingovej platforme, a preto s\u00fa spr\u00e1vy \u010dasto ve\u013emi obmedzen\u00e9 z h\u013eadiska form\u00e1tu a dizajnu.<\/li>\n<li>Preto\u017ee sa riadia \u00fadajmi, ktor\u00e9 sa tie\u017e nach\u00e1dzaj\u00fa v transak\u010dnom syst\u00e9me, \u010do pravdepodobne znamen\u00e1, \u017ee maj\u00fa men\u0161iu flexibilitu pri segment\u00e1cii svojho publika.<\/li>\n<li>Preto\u017ee ich \"vlastn\u00ed\" prev\u00e1dzka alebo IT, a nie marketing. Jasn\u00fdm znakom toho je odosielate\u013e typu \"noreply@...\". Rozhodne zl\u00fd postup.<\/li>\n<\/ul>\n<p>M\u00f4\u017eu existova\u0165 aj in\u00e9 d\u00f4vody, pre\u010do sa transak\u010dn\u00e9 spr\u00e1vy neodpor\u00fa\u010daj\u00fa. \u010casto sa objavuje nervozita zo snahy o mie\u0161anie marketingov\u00fdch a predajn\u00fdch spr\u00e1v so servisnou alebo funk\u010dnou komunik\u00e1ciou.<\/p>\n<p>Tieto d\u00f4vody s\u00fa do istej miery pochopite\u013en\u00e9, ale nemali by ste im dovoli\u0165, aby sa stali prek\u00e1\u017ekou.<\/p>\n<p>Vieme, \u017ee transak\u010dn\u00e9 spr\u00e1vy s\u00fa v\u00ed\u0165azn\u00e9. Preto sa v\u00e1m ako market\u00e9rovi oplat\u00ed o nich uva\u017eova\u0165. Ve\u013ea.<\/p>\n<h3><strong>Tu je stru\u010dn\u00fd preh\u013ead jednotliv\u00fdch typov spr\u00e1v:<\/strong><\/h3>\n<ol>\n<li>\n<h3><strong> Uv\u00edtacie spr\u00e1vy<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Je to najd\u00f4le\u017eitej\u0161\u00ed odkaz, ktor\u00fd vysielate, a teda prv\u00fd dojem, ktor\u00fd si va\u0161e publikum urob\u00ed o va\u0161ej zna\u010dke.<\/p>\n<p>Ak kliknete sem, m\u00f4\u017eete si pre\u010d\u00edta\u0165 \u010dl\u00e1nok z n\u00e1\u0161ho blogu, v ktorom s\u00fa uveden\u00e9 \u010fal\u0161ie podrobnosti o jeho v\u00fdzname a o tom, ako s n\u00edm pracova\u0165 v syst\u00e9me MasterBase\u00ae.<\/p>\n<p>Zl\u00e1 uv\u00edtacia spr\u00e1va je zlou prezent\u00e1ciou va\u0161ej firmy. Najlep\u0161ie pr\u00edklady dobr\u00fdch uv\u00edtac\u00edch programov naopak poukazuj\u00fa na k\u013e\u00fa\u010dov\u00e9 body, ktor\u00e9 treba \u010ditate\u013eovi ozn\u00e1mi\u0165:<\/p>\n<ul>\n<li>\u017de urobil dobr\u00e9 rozhodnutie, \u017ee si ho va\u0161a spolo\u010dnos\u0165 v\u00e1\u017ei a \u017ee ju reprezentuje ako zna\u010dku\/spolo\u010dnos\u0165.<\/li>\n<li>\u017de je v dobrej spolo\u010dnosti.<\/li>\n<li>\u010co m\u00f4\u017eu od va\u0161ej spolo\u010dnosti o\u010dak\u00e1va\u0165. Je to pr\u00edle\u017eitos\u0165 potvrdi\u0165 ponuku, ktor\u00e1 \u010ditate\u013ea presved\u010dila, aby sa prihl\u00e1sil na odber alebo uskuto\u010dnil svoj prv\u00fd n\u00e1kup.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> \u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/p>\n<p>Finan\u010dn\u00e1 in\u0161tit\u00facia zaradila uv\u00edtac\u00ed e-mail s 30-sekundov\u00fdm videom a u\u017eito\u010dn\u00fdmi odkazmi na svoje najob\u013e\u00fabenej\u0161ie slu\u017eby. V\u00fdsledok: zv\u00fd\u0161enie miery aktiv\u00e1cie \u00fa\u010dtu o 62 % po\u010das prv\u00fdch 7 dn\u00ed a zn\u00ed\u017eenie po\u010dtu prv\u00fdch po\u017eiadaviek na podporu o 30 %.<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> Potvrdzovacie spr\u00e1vy<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Tieto spr\u00e1vy zah\u0155\u0148aj\u00fa v\u0161etko od dvojit\u00e9ho potvrdenia <em>opt-in<\/em> cez n\u00e1kup a odoslanie a\u017e po obnovenie a zmenu hesla.<\/p>\n<p>V\u0161etky maj\u00fa ve\u013emi \u0161pecifick\u00fa funkciu a potvrdzuj\u00fa, \u017ee dan\u00e1 udalos\u0165 nastala (napr. va\u0161a objedn\u00e1vka bola prijat\u00e1 alebo odoslan\u00e1). Dobr\u00e9 programy okrem in\u00e9ho informuj\u00fa \u010ditate\u013ea:<\/p>\n<ul>\n<li>\u017de ste urobili dobr\u00e9 rozhodnutie, ktor\u00e9 si va\u0161a spolo\u010dnos\u0165 v\u00e1\u017ei a ktor\u00e9 reprezentuje ako zna\u010dka\/spolo\u010dnos\u0165.<\/li>\n<li>\u017de je v dobrej spolo\u010dnosti.<\/li>\n<li>\u017de va\u0161a spolo\u010dnos\u0165 poskytuje. Vyu\u017eite ju ako pr\u00edle\u017eitos\u0165 na potvrdenie tvrdenia, ktor\u00e9 \u010ditate\u013ea presved\u010dilo, aby si ju predplatil alebo uskuto\u010dnil svoj prv\u00fd n\u00e1kup.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> \u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/p>\n<p>Spolo\u010dnos\u0165 poskytuj\u00faca logistick\u00e9 slu\u017eby automatizovala potvrdenia objedn\u00e1vok a doru\u010denia s personalizovan\u00fdmi spr\u00e1vami a odkazmi na sledovanie. T\u00fdm sa zn\u00ed\u017eil po\u010det l\u00edstkov podpory s\u00favisiacich so stavom objedn\u00e1vky o 45 % a zv\u00fd\u0161ila sa spokojnos\u0165 z\u00e1kazn\u00edkov (NPS) o viac ako 12 bodov.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> Pripomienkov\u00e9 spr\u00e1vy<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Tieto spr\u00e1vy sa od spr\u00e1v s potvrden\u00edm l\u00ed\u0161ia t\u00fdm, \u017ee \u010dasto, ale nie v\u017edy, vy\u017eaduj\u00fa akciu zo strany \u010ditate\u013ea.<\/p>\n<p>Patria sem overenia, obnovenia produktov alebo slu\u017eieb, rezerv\u00e1cie a ukon\u010denie sk\u00fa\u0161obn\u00fdch obdob\u00ed. Najlep\u0161ie spr\u00e1vy s pripomienkami sa zameriavaj\u00fa na tieto oblasti:<\/p>\n<ul>\n<li>\u017ee po\u017eadovan\u00e1 \u010dinnos\u0165 je d\u00f4le\u017eit\u00e1 na z\u00edskanie po\u017eadovan\u00e9ho materi\u00e1lu.<\/li>\n<li>T\u00e1to \u010dinnos\u0165 je nevyhnutn\u00e1 a niekedy naliehav\u00e1.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> \u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/p>\n<p>Platforma na spr\u00e1vu udalost\u00ed automatizovala postupn\u00e9 pripom\u00ednanie (t\u00fd\u017ede\u0148 pred, tri dni pred a de\u0148 pred). E-maily obsahovali tla\u010didlo na pridanie do kalend\u00e1ra a kontakt pre ot\u00e1zky. V\u00fdsledok: zv\u00fd\u0161enie efekt\u00edvnej \u00fa\u010dasti na online podujatiach o 34 %.<\/p>\n<ol start=\"4\">\n<li>\n<h3><strong> Spr\u00e1vy o po\u017eiadavk\u00e1ch<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Do tejto kateg\u00f3rie patr\u00ed \u0161irok\u00e1 \u0161k\u00e1la spr\u00e1v, od \u017eiadost\u00ed o sp\u00e4tn\u00fa v\u00e4zbu na poskytovan\u00e9 slu\u017eby a zis\u0165ovanie preferenci\u00ed \u010ditate\u013ea a\u017e po prieskumy. Na rozdiel od ostatn\u00fdch kateg\u00f3ri\u00ed tieto spr\u00e1vy nemusia nevyhnutne s\u00favisie\u0165 s objedn\u00e1vkou alebo udalos\u0165ou, o ktorej \u010ditate\u013e vie. S\u00fa to teda spr\u00e1vy, ktor\u00e9 pr\u00edjemca neo\u010dak\u00e1va a nemus\u00ed ich rozpozna\u0165, ke\u010f ich uvid\u00ed vo svojej schr\u00e1nke. Dobr\u00e1 spr\u00e1va tohto typu \u010ditate\u013eovi hovor\u00ed:<\/p>\n<ul>\n<li>\u017de chcete pozna\u0165 ich sk\u00fasenosti. Ale bu\u010fte opatrn\u00ed: nie je ni\u010d hor\u0161ie, ako sa p\u00fdta\u0165 na n\u00e1zor z\u00e1kazn\u00edka, ktor\u00e9ho objedn\u00e1vka sa nepodarila. Pred odoslan\u00edm takejto spr\u00e1vy je nevyhnutn\u00e9, aby ste sa uistili, \u017ee ste vyl\u00fa\u010dili v\u0161etk\u00fdch z\u00e1kazn\u00edkov, ktor\u00ed sa s\u0165a\u017eovali alebo vyjadrili nespokojnos\u0165.<\/li>\n<li>\u017de va\u0161a sp\u00e4tn\u00e1 v\u00e4zba je d\u00f4le\u017eit\u00e1 a premietne sa do lep\u0161\u00edch slu\u017eieb. Vopred si pripravte vyhl\u00e1senie What's In It For Me (WIIFM).<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> \u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/p>\n<p>Region\u00e1lne trhovisko rozoslalo prieskumy spokojnosti po dodan\u00ed tovaru, ale automaticky odfiltrovalo pr\u00edpady s akt\u00edvnymi vr\u00e1teniami alebo s\u0165a\u017enos\u0165ami. V\u00fdsledok: z\u00edskali mieru odpoved\u00ed 47 % a ich poznatky sa pou\u017eili na zmenu dizajnu najnav\u0161tevovanej\u0161ej str\u00e1nky produktu, \u010d\u00edm sa zv\u00fd\u0161ila konverzia o 18 %.<\/p>\n<ol start=\"5\">\n<li>\n<h3><strong> Upozornenia na opustenie<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Pre niekoho m\u00f4\u017eu by\u0165 tieto spr\u00e1vy jednoduch\u00fdmi pripomienkami, ale pre dobr\u00e9ho market\u00e9ra s\u00fa ove\u013ea viac. N\u00e1kupn\u00e9 rel\u00e1cie, ktor\u00e9 s\u00fa iniciovan\u00e9 a preru\u0161en\u00e9, n\u00e1kupn\u00e9 ko\u0161\u00edky, ktor\u00e9 s\u00fa opusten\u00e9, v\u0161etky zme\u0161kan\u00e9 pr\u00edle\u017eitosti s\u00fa potenci\u00e1lne v\u00fdznamn\u00e9.<\/p>\n<p>To si zasl\u00fa\u017ei ove\u013ea viac ne\u017e len pripomenutie a existuj\u00fa presved\u010div\u00e9 \u010d\u00edsla, ktor\u00e9 to dokazuj\u00fa: pribli\u017ene 65 % ko\u0161ov je opusten\u00fdch. V\u010faka programom na pripomenutie sa v\u0161ak predaj m\u00f4\u017ee zv\u00fd\u0161i\u0165 o 70 % opusten\u00fdch ko\u0161\u00edkov a o 30 % preru\u0161en\u00fdch h\u013eadan\u00ed (Zdroj - Triggered Messaging 2014).<\/p>\n<p><strong>\ud83d\udfe2<\/strong><strong> \u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/p>\n<p>Zna\u010dka \u0161portov\u00e9ho tovaru vyvinula s\u00e9riu troch automatick\u00fdch spr\u00e1v o obnoven\u00ed opusten\u00e9ho ko\u0161\u00edka. Zahrnutie obr\u00e1zkov produktov a \u010dasovo obmedzenej z\u013eavy pomohlo obnovi\u0165 29 % predajov a zv\u00fd\u0161i\u0165 priemern\u00fd l\u00edstok o 12 %.<\/p>\n<h2><strong>Z\u00e1ver<\/strong><\/h2>\n<p>Vytvorenie \u00fa\u010dinn\u00fdch transak\u010dn\u00fdch spr\u00e1v si vy\u017eaduje dobr\u00e9 pochopenie toho, \u010do s\u00fa to transak\u010dn\u00e9 spr\u00e1vy, \u010d\u00edm sa odli\u0161uj\u00fa od tradi\u010dn\u00fdch e-mailov\u00fdch marketingov\u00fdch kampan\u00ed, ak\u00e9 s\u00fa ich v\u00fdhody a ak\u00e9 s\u00fa ich osved\u010den\u00e9 postupy.<\/p>\n<p>A aby ste toto v\u0161etko mohli realizova\u0165 s kontrolou, efekt\u00edvnos\u0165ou a \u0161k\u00e1lovate\u013enos\u0165ou, m\u00f4\u017eete sa spo\u013eahn\u00fa\u0165 na \u0161pecializovan\u00fa platformu. <strong>MasterBase\u00ae<\/strong>s viac ako 20-ro\u010dn\u00fdmi sk\u00fasenos\u0165ami na trhu a zast\u00fapen\u00edm vo viacer\u00fdch krajin\u00e1ch v\u00e1m umo\u017e\u0148uje automatizova\u0165 tento typ spr\u00e1v bezpe\u010dn\u00fdm, personalizovan\u00fdm a plne sledovate\u013en\u00fdm sp\u00f4sobom.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=estructura-de-un-mensaje-en-email-marketing\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"372\" height=\"237\" data-attachment-id=\"14081\" data-permalink=\"https:\/\/masterbase.com\/sk\/mejora-tus-tasas-de-apertura-utilizando-preencabezados\/masterbase\/captura-de-pantalla-2024-05-08-115813\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?fit=372%2C237&amp;ssl=1\" data-orig-size=\"372,237\" 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 Estructura de un mensaje en Email Marketing\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?fit=372%2C237&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=372%2C237&#038;ssl=1\" alt=\"ebook e-mail \u0160trukt\u00fara e-mailovej marketingovej spr\u00e1vy\" class=\"wp-image-14081\" style=\"aspect-ratio:1.5696578097184677;width:724px;height:auto\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?w=372&amp;ssl=1 372w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=300%2C191&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Transak\u010dn\u00e9 z\u00e1sielky s\u00fa cenn\u00e9 spr\u00e1vy, ktor\u00e9 s\u00fa \u010dasto prv\u00fdm kontaktom medzi spolo\u010dnos\u0165ou a jej z\u00e1kazn\u00edkom alebo odberate\u013eom.<\/p>","protected":false},"author":239642484,"featured_media":22368,"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-6323","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 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo mejorar el viaje del cliente con mensajes transaccionales - 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\/sk\/ako-zlepsit-cestu-zakaznika-pomocou-transakcnych-sprav-2\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo mejorar el viaje del cliente con mensajes transaccionales - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Los env\u00edos transaccionales son mensajes valiosos que suelen ser el primer contacto entre una empresa y su cliente o suscriptor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/masterbase.com\/sk\/ako-zlepsit-cestu-zakaznika-pomocou-transakcnych-sprav-2\/masterbase\/\" \/>\n<meta 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