{"id":6572,"date":"2025-07-09T16:32:46","date_gmt":"2025-07-09T13:32:46","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=6572"},"modified":"2025-07-10T22:37:30","modified_gmt":"2025-07-10T19:37:30","slug":"ako-vytvorit-behavioralnu-e-mailovu-marketingovu-strategiu-pre-vasu-firmu","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/como-crear-una-estrategia-de-email-marketing-conductual-para-tu-negocio\/masterbase\/","title":{"rendered":"Ako vytvori\u0165 behavior\u00e1lnu e-mailov\u00fa marketingov\u00fa strat\u00e9giu pre va\u0161u firmu"},"content":{"rendered":"<p>Pod\u013ea \u0161t\u00fadie MarketingSherpa 39% market\u00e9rov tvrd\u00ed, \u017ee \"posielanie automatizovan\u00fdch e-mailov\u00fdch spr\u00e1v zalo\u017een\u00fdch na spr\u00e1van\u00ed alebo akci\u00e1ch\" je najlep\u0161ou taktikou na zv\u00fd\u0161enie \u00fa\u010dinnosti e-mailov\u00e9ho marketingu.<\/p>\n<p>Prieskum spolo\u010dnosti Econsultancy, v ktorom sa market\u00e9rov p\u00fdtali, \"ktor\u00e9 z nasleduj\u00facich postupov s\u00fa s\u00fa\u010das\u0165ou v\u00e1\u0161ho e-mailov\u00e9ho marketingu?\", uk\u00e1zal, \u017ee len 20% market\u00e9rov vyu\u017e\u00edva behavior\u00e1lny e-mailov\u00fd marketing v r\u00e1mci svojich strat\u00e9gi\u00ed.<\/p>\n<h2><strong>Behavior\u00e1lny e-mailov\u00fd marketing<\/strong><\/h2>\n<p>Zasielanie cielen\u00fdch e-mailov\u00fdch spr\u00e1v svojim kontaktom na z\u00e1klade ich \u010dinnost\u00ed a spr\u00e1vania je jednou z najcennej\u0161\u00edch strat\u00e9gi\u00ed e-mailov\u00e9ho marketingu, ktor\u00e9 m\u00f4\u017ee podnik prija\u0165. Pre\u010do teda tento typ strat\u00e9gie nevyu\u017e\u00edva viac spolo\u010dnost\u00ed?<\/p>\n<p>Nedostatok technick\u00fdch znalost\u00ed a trochu \u00fazka strategick\u00e1 v\u00edzia robia behavior\u00e1lny e-mailov\u00fd marketing \u0165a\u017ekou \u00falohou, preto\u017ee na t\u00fato t\u00e9mu nie je ve\u013ea vzdel\u00e1vania.<\/p>\n<p>Cie\u013eom tohto \u010dl\u00e1nku je sprev\u00e1dza\u0165 v\u00e1s po tejto zatia\u013e m\u00e1lo vy\u0161liapanej ceste.<\/p>\n<p><strong>\u010co to je a ako ho m\u00f4\u017eete v\u010faka technol\u00f3gii MasterBase\u00ae efekt\u00edvne implementova\u0165 vo svojom podniku.<\/strong><\/p>\n<h2><strong>\u010co je to?<\/strong><\/h2>\n<p>Behavior\u00e1lny e-mailov\u00fd marketing je postup zasielania e-mailov\u00fdch spr\u00e1v kontaktom v datab\u00e1ze na z\u00e1klade ich interakcie s va\u0161ou spolo\u010dnos\u0165ou v r\u00f4znych kan\u00e1loch: soci\u00e1lne m\u00e9di\u00e1, e-mail, va\u0161a webov\u00e1 str\u00e1nka a in\u00e9.<\/p>\n<p>Ka\u017ed\u00e1 interakcia pou\u017e\u00edvate\u013ea s va\u0161ou spolo\u010dnos\u0165ou by mala ma\u0165 o\u010dak\u00e1van\u00fa a primeran\u00fa reakciu.<\/p>\n<p><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"21362\" data-permalink=\"https:\/\/masterbase.com\/sk\/frecuencia-en-email-marketing-cual-es-la-ideal\/masterbase\/1-10\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?fit=1114%2C1114&amp;ssl=1\" data-orig-size=\"1114,1114\" 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=\"Frecuencia en email marketing\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?fit=800%2C800&amp;ssl=1\" class=\"size-medium wp-image-21362 alignleft\" src=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=300%2C300&#038;ssl=1\" alt=\"Frekvencia v e-mailovom marketingu\" width=\"300\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=1024%2C1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=768%2C768&amp;ssl=1 768w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?resize=12%2C12&amp;ssl=1 12w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2025\/02\/1.png?w=1114&amp;ssl=1 1114w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Zoberte si, \u017ee v tradi\u010dnej e-mailovej marketingovej kampani propagujete pozv\u00e1nku na webin\u00e1r, na zobrazenie infografiky alebo na stiahnutie elektronickej knihy. Potom vytvor\u00edte segment \u013eud\u00ed, pre ktor\u00fdch by t\u00e1to ponuka mohla by\u0165 cenn\u00e1. Nakoniec sa tejto skupine \u013eud\u00ed odo\u0161le spr\u00e1va bez toho, aby ste ich predt\u00fdm nevyhnutne oslovili.<\/p>\n<p>Na druhej strane, behavior\u00e1lne mailingy sa sna\u017eia o pr\u00edstup zameran\u00fd na pou\u017e\u00edvate\u013ea. In\u00fdmi slovami, o tom, ak\u00e9 spr\u00e1vy dostan\u00fa n\u00e1v\u0161tevn\u00edci v\u00e1\u0161ho webu, rozhoduj\u00fa ich \u010diny, a nie jednoduch\u00fd n\u00e1zor market\u00e9ra, \u0161\u00e9fa alebo in\u00e9ho z\u00e1stupcu spolo\u010dnosti.<\/p>\n<p>V podstate ide o vyt\u00fa\u017een\u00fa realiz\u00e1ciu \"zlat\u00e9ho klinca\" pre ka\u017ed\u00e9ho market\u00e9ra: segment jedn\u00e9ho.<\/p>\n<h2><strong>3 kroky behavior\u00e1lneho e-mailov\u00e9ho marketingu<\/strong><\/h2>\n<p>Teraz, ke\u010f sme si definovali, \u010do to je a ak\u00fd m\u00e1 v\u00fdznam, zd\u00f4razn\u00edme 3 kroky potrebn\u00e9 na zavedenie behavior\u00e1lnej e-mailovej marketingovej strat\u00e9gie vo va\u0161ej spolo\u010dnosti.<\/p>\n<ol>\n<li>\n<h3><strong> Sledovanie interakcie \u013eud\u00ed s va\u0161ou firmou<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Prv\u00fdm a najd\u00f4le\u017eitej\u0161\u00edm krokom pri realiz\u00e1cii efekt\u00edvnej behavior\u00e1lnej e-mailovej marketingovej strat\u00e9gie je pre\u0161tudova\u0165, \u010do presne m\u00f4\u017eete z\u00edska\u0165 (po\u010d\u00fava\u0165), riadi\u0165 (interpretova\u0165) a kona\u0165 (komunikova\u0165). Koniec koncov, nem\u00f4\u017eete posiela\u0165 skvel\u00e9 behavior\u00e1lne spr\u00e1vy, ak nepozn\u00e1te r\u00f4zne spr\u00e1vania, ktor\u00e9 m\u00f4\u017eete pou\u017ei\u0165 ako sp\u00fa\u0161\u0165a\u010de.<\/p>\n<p>Modern\u00fd market\u00e9r m\u00e1 k dispoz\u00edcii mnoho r\u00f4znych kan\u00e1lov na pril\u00e1kanie a zapojenie \u013eud\u00ed: webov\u00e9 str\u00e1nky, soci\u00e1lne m\u00e9di\u00e1 a e-mail a m\u00f4\u017eeme sem zaradi\u0165 aj marketingov\u00e9 aktivity, ako s\u00fa webin\u00e1re a prieskumy.<\/p>\n<p>Ka\u017ed\u00fd kan\u00e1l je pr\u00edle\u017eitos\u0165ou po\u010d\u00fava\u0165 pou\u017e\u00edvate\u013eov, dozvedie\u0165 sa o nich viac a za\u010da\u0165 konverz\u00e1ciu na z\u00e1klade z\u00edskan\u00fdch inform\u00e1ci\u00ed. To znamen\u00e1, \u017ee potrebujete syst\u00e9m, ktor\u00fd sleduje, uklad\u00e1 a odha\u013euje inform\u00e1cie o va\u0161ich n\u00e1v\u0161tevn\u00edkoch.<\/p>\n<p>Cie\u013eom je z\u00edska\u0165 od \u013eud\u00ed a n\u00e1sledne ulo\u017ei\u0165 inform\u00e1cie tohto typu:<\/p>\n<ul>\n<li>\u010cinnos\u0165 na webovej lokalite<\/li>\n<li>Zapojenie generovan\u00e9 v e-mailovom marketingu<\/li>\n<li>Aktivity v soci\u00e1lnych m\u00e9di\u00e1ch<\/li>\n<li>Predkladanie formul\u00e1rov<\/li>\n<li>Inform\u00e1cie o konverzii<\/li>\n<li>\u00dadaje z in\u00e9ho vstavan\u00e9ho softv\u00e9ru<\/li>\n<li>Inform\u00e1cie CRM alebo ERP<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>Tieto inform\u00e1cie potom m\u00f4\u017eete pou\u017ei\u0165 na odosielanie spr\u00e1v t\u00fdm, ktor\u00ed t\u00fato aktivitu zobrazuj\u00fa.<\/p>\n<p><strong>Pr\u00edklad:<\/strong> Internetov\u00fd predajca m\u00f3dy zav\u00e1dza syst\u00e9m sledovania, ktor\u00fd zaznamen\u00e1va kateg\u00f3rie produktov, ktor\u00e9 ka\u017ed\u00fd pou\u017e\u00edvate\u013e nav\u0161tevuje naj\u010dastej\u0161ie. Ak spolo\u010dnos\u0165 zist\u00ed, \u017ee ur\u010dit\u00fd segment pou\u017e\u00edvate\u013eov sa opakovane zauj\u00edma o \u0161portov\u00e9 oble\u010denie, automaticky zasiela e-maily s nov\u00fdmi kolekciami a exkluz\u00edvnymi ponukami v tejto kateg\u00f3rii, \u010d\u00edm sa zvy\u0161uje miera konverzie o 25%.<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> Ur\u010duje d\u00f4le\u017eit\u00e9 akcie, ktor\u00e9 m\u00f4\u017ee pou\u017e\u00edvate\u013e vykona\u0165<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Behavior\u00e1lne spr\u00e1vy s\u00fa ve\u013emi \u00fa\u010dinn\u00e9, preto\u017ee s\u00fa vyvolan\u00e9 spr\u00e1van\u00edm potenci\u00e1lneho z\u00e1kazn\u00edka. V d\u00f4sledku toho tieto spr\u00e1vy takmer nikdy nie s\u00fa prekvapen\u00edm. S\u00fa o\u010dak\u00e1vanou reakciou na akciu vykonan\u00fa pou\u017e\u00edvate\u013eom.<\/p>\n<p>To je skuto\u010dn\u00e1 sila behavior\u00e1lnych spr\u00e1v: sp\u00fa\u0161\u0165a ich pou\u017e\u00edvate\u013e, nie obchodn\u00edk.<\/p>\n<p>Market\u00e9r sa mus\u00ed rozhodn\u00fa\u0165, na ktor\u00e9 akcie pou\u017e\u00edvate\u013ea bude reagova\u0165. Napr\u00edklad:<\/p>\n<ul>\n<li>Odoslanie elektronickej knihy \/ formul\u00e1ra s obsahom: odo\u0161le transak\u010dn\u00fd e-mail potvrdzuj\u00faci stiahnutie.<\/li>\n<li>Zobrazenie konkr\u00e9tneho obsahu na webovej lokalite: odoslanie cielen\u00e9ho n\u00e1sledn\u00e9ho obsahu. Ak niekto nav\u0161t\u00edvi ur\u010dit\u00fa str\u00e1nku, po\u0161lite mu \u010fal\u0161\u00ed alebo doplnkov\u00fd obsah.<\/li>\n<li>Spr\u00e1vy o zapojen\u00ed\/odpojen\u00ed: po\u0161lite im spr\u00e1vu s \u010fal\u0161\u00edm konkr\u00e9tnym CTA, aby ste ich motivovali k v\u00e4\u010d\u0161ej anga\u017eovanosti.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>\u010eal\u0161ie akcie, ktor\u00e9 m\u00f4\u017eete pova\u017eova\u0165 za po\u010diato\u010dn\u00e9 sp\u00fa\u0161\u0165a\u010de, s\u00fa n\u00e1v\u0161teva cenovej str\u00e1nky, aktivita na soci\u00e1lnych sie\u0165ach, prihl\u00e1senie sa na odber v\u00e1\u0161ho blogu alebo pre\u010d\u00edtanie konkr\u00e9tneho pr\u00edspevku na blogu.<\/p>\n<p>Tu je znalos\u0165 va\u0161ej kontaktnej z\u00e1kladne naozaj d\u00f4le\u017eit\u00e1.<\/p>\n<p>Ke\u010f viete, \u010do v\u0161etko sa d\u00e1 sledova\u0165, jedin\u00fdm obmedzen\u00edm je kreativita!<\/p>\n<p><strong>Pr\u00edklad:<\/strong> Softv\u00e9rov\u00e1 spolo\u010dnos\u0165 zist\u00ed, \u017ee pou\u017e\u00edvate\u013e opakovane nav\u0161t\u00edvil jej str\u00e1nku s cenami bez dokon\u010denia n\u00e1kupu. V reakcii na to mu po\u0161le personalizovan\u00fd e-mail s ponukou bezplatnej uk\u00e1\u017eky a zd\u00f4raznen\u00edm relevantn\u00fdch \u00faspe\u0161n\u00fdch pr\u00edbehov, \u010do vedie ku konverzii 15% t\u00fdchto potenci\u00e1lnych z\u00e1kazn\u00edkov.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> Iniciova\u0165 konverz\u00e1ciu s pou\u017e\u00edvate\u013eom na z\u00e1klade tohto spr\u00e1vania.<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Posledn\u00fdm krokom je definovanie textov, ktor\u00e9 na z\u00e1klade tohto spr\u00e1vania poved\u00fa k plodnej konverz\u00e1cii so z\u00e1kazn\u00edkom.<\/p>\n<p>Ak sa to urob\u00ed dobre, dosiahnete t\u00fdm konverz\u00e1ciu.<\/p>\n<p><strong>Body, ktor\u00e9 je potrebn\u00e9 zoh\u013eadni\u0165 v ka\u017edej strat\u00e9gii spr\u00e1vania<\/strong><\/p>\n<p>Behavior\u00e1lny e-mailov\u00fd marketing je ve\u013emi osobn\u00e1 sk\u00fasenos\u0165. V podstate vytvoril segment jedn\u00e9ho \u010dloveka, ktor\u00fd, ako bolo uveden\u00e9 vy\u0161\u0161ie, je zlat\u00fdm klincom pre ka\u017ed\u00e9ho market\u00e9ra.<\/p>\n<p>Mala by by\u0165 navrhnut\u00e1 tak, aby vytvorila skuto\u010dne jedine\u010dn\u00fd z\u00e1\u017eitok pre ka\u017ed\u00e9ho, kto s va\u0161ou spolo\u010dnos\u0165ou komunikuje online.<\/p>\n<p><strong>Pr\u00edklad:<\/strong> Online posil\u0148ov\u0148a si v\u0161imne, \u017ee pou\u017e\u00edvate\u013e absolvoval nieko\u013eko tr\u00e9ningov\u00fdch postupov zameran\u00fdch na silu. Na z\u00e1klade tohto spr\u00e1vania po\u0161le e-mail s odpor\u00fa\u010daniami na konkr\u00e9tne doplnky a pr\u00edslu\u0161enstvo na silov\u00fd tr\u00e9ning spolu s referenciami od in\u00fdch pou\u017e\u00edvate\u013eov, \u010d\u00edm sa zv\u00fd\u0161i kr\u00ed\u017eov\u00fd predaj o 20%.<\/p>\n<p>Zavedenie behavior\u00e1lnej e-mailovej marketingovej strat\u00e9gie v\u00e1m umo\u017en\u00ed efekt\u00edvnej\u0161ie nadviaza\u0165 kontakt so z\u00e1kazn\u00edkmi prostredn\u00edctvom poskytovania relevantn\u00e9ho obsahu v spr\u00e1vnom \u010dase.<\/p>\n<p>Ak h\u013ead\u00e1te spo\u013eahliv\u00fa a sk\u00fasen\u00fa platformu na spr\u00e1vu va\u0161ich e-mailov\u00fdch marketingov\u00fdch kampan\u00ed, MasterBase\u00ae je poprednou vo\u013ebou na trhu s viac ako 20-ro\u010dn\u00fdmi sk\u00fasenos\u0165ami na medzin\u00e1rodnom trhu.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=relevancia-critica-para-el-exito-de-email-marketing\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"800\" height=\"515\" data-attachment-id=\"16734\" data-permalink=\"https:\/\/masterbase.com\/sk\/enlace-de-desuscripcion-por-que-debes-incluirlo-en-tus-envios-de-email-marketing\/masterbase\/construyendo-el-camino-a-la-relevancia-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?fit=818%2C527&amp;ssl=1\" data-orig-size=\"818,527\" 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: Construyendo el camino a la relevancia\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?fit=800%2C515&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=800%2C515&#038;ssl=1\" alt=\"ebook: Budovanie cesty k v\u00fdznamu\" class=\"wp-image-16734\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?w=818&amp;ssl=1 818w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=300%2C193&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=768%2C495&amp;ssl=1 768w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Construyendo-el-camino-a-la-relevancia.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Paradoxne, naj\u00fa\u010dinnej\u0161ia strat\u00e9gia na zlep\u0161enie \u00fa\u010dinnosti e-mailov\u00e9ho marketingu je t\u00e1, ktor\u00e1 sa pou\u017e\u00edva najmenej.<\/p>","protected":false},"author":239642484,"featured_media":22895,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1405],"tags":[],"class_list":["post-6572","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 v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo crear una estrategia de email marketing conductual para tu negocio - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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