{"id":6711,"date":"2025-06-10T22:10:25","date_gmt":"2025-06-10T19:10:25","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6711"},"modified":"2025-06-11T18:49:33","modified_gmt":"2025-06-11T15:49:33","slug":"4-techniky-personalizacie-ktore-presahuju-ramec-nazvu","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/4-tecnicas-de-personalizacion-que-van-mas-alla-del-nombre\/masterbase\/","title":{"rendered":"4 techniky personaliz\u00e1cie, ktor\u00e9 presahuj\u00fa r\u00e1mec n\u00e1zvu"},"content":{"rendered":"<h2><strong style=\"font-size: inherit;\">Nach\u00e1dzame sa vo veku personaliz\u00e1cie.<\/strong><\/h2>\n<h2><strong style=\"font-size: inherit;\">Ka\u017ed\u00fdm d\u0148om m\u00e1me k dispoz\u00edcii \u010doraz viac \u00fadajov, ale d\u00f4le\u017eit\u00e9 je vedie\u0165, ako ich pou\u017e\u00edva\u0165, a vyu\u017ei\u0165 mo\u017enosti, ktor\u00e9 n\u00e1m pon\u00fakaj\u00fa.<\/strong><\/h2>\n<p><strong style=\"font-size: inherit;\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/blog1.png?w=800\" alt=\"blog1\" \/><\/strong><\/p>\n<p><strong style=\"font-size: inherit;\"><!--more--><\/strong><\/p>\n<p>V s\u00fa\u010dasnosti ved\u00fa v miere otvorenia, prekliknutia a konverzie tie spolo\u010dnosti, ktor\u00e9 navrhuj\u00fa skuto\u010dne relevantn\u00e9 sk\u00fasenosti pre ka\u017ed\u00e9ho \u00fa\u010dastn\u00edka.<\/p>\n<p>Predstavujeme \u0161tyri pokro\u010dil\u00e9 techniky personaliz\u00e1cie s pr\u00edkladmi a \u00faspe\u0161n\u00fdmi pr\u00edbehmi, ktor\u00e9 m\u00f4\u017eete pou\u017ei\u0165 vo svojich \u010fal\u0161\u00edch kampaniach.<\/p>\n<h2><strong>1. Pokro\u010dil\u00e9 behavior\u00e1lne cielenie<\/strong><\/h2>\n<p>Anal\u00fdza interakcie pou\u017e\u00edvate\u013eov s va\u0161imi produktmi, spr\u00e1vami a webov\u00fdmi str\u00e1nkami v\u00e1m umo\u017en\u00ed vytvori\u0165 presnej\u0161ie a efekt\u00edvnej\u0161ie segmenty (zdroj: Marketing Week, 2024).<\/p>\n<h3><strong>Pr\u00edklad:<\/strong><\/h3>\n<p>Internetov\u00fd obchod so \u0161portov\u00fdm tovarom zistil, \u017ee skupina pou\u017e\u00edvate\u013eov opakovane nav\u0161tevuje kateg\u00f3riu \u0161portovej obuvi. <em>trasa<\/em>ale nevedie k n\u00e1kupu. Vytvor\u00ed sa segment s t\u00fdmito pou\u017e\u00edvate\u013emi a po\u0161le sa im spr\u00e1va s porovnan\u00edm modelov, ponukou exkluz\u00edvnych zliav a referenciami od spokojn\u00fdch kupuj\u00facich.<\/p>\n<h3><strong>\u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/h3>\n<p><em>Spolo\u010dnos\u0165 Adidas\u00ae zaviedla podobn\u00fa strat\u00e9giu so svojou l\u00edniou \"Ultraboost\". Segment\u00e1ciou pou\u017e\u00edvate\u013eov na z\u00e1klade nav\u0161t\u00edven\u00fdch produktov a hist\u00f3rie prehliadania sa im podarilo zv\u00fd\u0161i\u0165 konverziu o 27% pri personalizovan\u00fdch kampaniach.<\/em> (zdroj: Marketing Week, 2024).<\/p>\n<h2><strong>2. Dynamick\u00fd obsah prisp\u00f4soben\u00fd profilu pou\u017e\u00edvate\u013ea<\/strong><\/h2>\n<p>Dynamick\u00fd obsah umo\u017e\u0148uje v rovnakej \u0161abl\u00f3ne spr\u00e1vy zobrazova\u0165 obr\u00e1zky, text a tla\u010didl\u00e1 prisp\u00f4soben\u00e9 pre ka\u017ed\u00fd typ pou\u017e\u00edvate\u013ea (zdroj: Marketing Week, 2025).<\/p>\n<h3><strong>Pr\u00edklad:<\/strong><\/h3>\n<p>Univerzita, ktor\u00e1 pon\u00faka programy pre absolventov, posiela svojim kontaktom rovnak\u00fa spr\u00e1vu, ale t\u00ed, ktor\u00ed maj\u00fa technick\u00e9 vzdelanie, vidia obsah o in\u017einierskych magistersk\u00fdch programoch a t\u00ed, ktor\u00ed maj\u00fa podnikate\u013esk\u00e9 vzdelanie, dost\u00e1vaj\u00fa inform\u00e1cie o r\u00f4znych programoch MBA. V\u0161etko sa automaticky prisp\u00f4sob\u00ed v tom istom maily.<\/p>\n<h3><strong>\u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/h3>\n<p><em>Spolo\u010dnos\u0165 Netflix\u00ae pou\u017e\u00edva dynamick\u00fd obsah vo svojich e-mailoch na zobrazovanie personalizovan\u00fdch ob\u00e1lok seri\u00e1lov a filmov na z\u00e1klade toho, \u010do ste sledovali. T\u00e1to technika zv\u00fd\u0161ila CTR ich e-mailov\u00fdch kampan\u00ed o viac ako 40%.<\/em> (zdroj: Marketing Week, 2024).<\/p>\n<h2><strong>3. Automatiz\u00e1cia spr\u00e1v spusten\u00fdch udalos\u0165ou<\/strong><\/h2>\n<p>Automatick\u00e9 doru\u010dovanie na z\u00e1klade spr\u00e1vania pou\u017e\u00edvate\u013eov (naz\u00fdvan\u00e9 aj \"sp\u00fa\u0161\u0165an\u00e9\" spr\u00e1vy) je k\u013e\u00fa\u010dom k zachovaniu relevantnosti.<\/p>\n<h3><strong>Pr\u00edklad:<\/strong><\/h3>\n<p>Elektronick\u00fd obchod nastav\u00ed s\u00e9riu spr\u00e1v pre opustenie ko\u0161\u00edka. Po 2 hodin\u00e1ch od zatvorenia bez n\u00e1kupu dostan\u00fa pou\u017e\u00edvatelia pripomienku. Po 24 hodin\u00e1ch sa zobraz\u00ed motiva\u010dn\u00e9 ozn\u00e1menie o z\u013eave 10%. Ak nak\u00fapia, dostan\u00fa po\u010fakovanie s n\u00e1vodom na pou\u017e\u00edvanie produktu.<\/p>\n<h3><strong>\u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/h3>\n<p><em>Spolo\u010dnos\u0165 Amazon\u00ae vyu\u017e\u00edva komplexn\u00fa sie\u0165 automatick\u00fdch z\u00e1sielok na z\u00e1klade udalost\u00ed: opusten\u00fdch ko\u0161\u00edkov, hist\u00f3rie vyh\u013ead\u00e1vania, zmien cien at\u010f. Odhaduje sa, \u017ee tieto typy spr\u00e1v predstavuj\u00fa 35% jej pr\u00edjmov z e-mailov\u00e9ho marketingu.<\/em> (zdroj: Omnisend Benchmark Report, 2024).<\/p>\n<h2><strong>4. Personaliz\u00e1cia na z\u00e1klade polohy a \u010dasu<\/strong><\/h2>\n<p>Zasielanie spr\u00e1v v optim\u00e1lnom \u010dase a prisp\u00f4sobenie ponuky pod\u013ea polohy \u00fa\u010dastn\u00edka v\u00fdrazne zvy\u0161uje \u00fa\u010dinnos\u0165.<\/p>\n<h3><strong>Pr\u00edklad:<\/strong><\/h3>\n<p>Re\u0165azec re\u0161taur\u00e1ci\u00ed posiela propaga\u010dn\u00e9 akcie pod\u013ea regi\u00f3nu, v ktorom z\u00e1kazn\u00edci \u017eij\u00fa. T\u00ed, ktor\u00ed \u017eij\u00fa v oblastiach s hor\u00facim podneb\u00edm, dost\u00e1vaj\u00fa na poludnie osvie\u017euj\u00face n\u00e1poje; t\u00ed, ktor\u00ed \u017eij\u00fa v chladn\u00fdch oblastiach, dost\u00e1vaj\u00fa r\u00e1no hor\u00facu k\u00e1vu. V\u0161etko automatizovane pod\u013ea IP a PS\u010c.<\/p>\n<h3><strong>\u00daspe\u0161n\u00fd pr\u00edbeh:<\/strong><\/h3>\n<p><em>Starbucks\u00ae prisp\u00f4sobuje svoje kampane pod\u013ea mesta, po\u010dasia, miestnych sviatkov a denn\u00e9ho \u010dasu. V\u010faka tomu sa v roku 2023 zv\u00fd\u0161ilo \u010derpanie kup\u00f3nov zaslan\u00fdch e-mailom o 18%.<\/em> (zdroj: V\u00fdro\u010dn\u00e1 marketingov\u00e1 spr\u00e1va spolo\u010dnosti Starbucks, 2024).<\/p>\n<h2><strong>Z\u00e1ver<\/strong><\/h2>\n<p>Pou\u017eitie t\u00fdchto pokro\u010dil\u00fdch techn\u00edk zlep\u0161uje ukazovatele kampane a posil\u0148uje v\u00e1\u0161 vz\u0165ah so z\u00e1kazn\u00edkmi.<\/p>\n<p>Nezab\u00fadajte, \u017ee personaliz\u00e1cia je viac ne\u017e len taktika: je to sp\u00f4sob myslenia zameran\u00fd na z\u00e1kazn\u00edka.<\/p>\n<p>Ak chcete tieto \u010dinnosti posun\u00fa\u0165 na vy\u0161\u0161iu \u00farove\u0148, zv\u00e1\u017ete pou\u017eitie MasterBase\u00ae, poprednej e-mailovej marketingovej platformy s viac ako 20-ro\u010dn\u00fdmi sk\u00fasenos\u0165ami v nieko\u013ek\u00fdch krajin\u00e1ch.<\/p>\n<p>MasterBase\u00ae v\u00e1m v\u010faka pokro\u010dilej technol\u00f3gii a \u0161pecializovanej miestnej podpore umo\u017e\u0148uje prec\u00edzne automatizova\u0165, segmentova\u0165 a personalizova\u0165 va\u0161e spr\u00e1vy.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=explote-el-poder-del-email-de-bienvenida\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"370\" height=\"237\" data-attachment-id=\"14954\" data-permalink=\"https:\/\/masterbase.com\/sk\/disena-una-serie-de-mensajes-de-bienvenida-con-masterbase\/masterbase\/explota-el-poder-del-email-de-bienvenida\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?fit=370%2C237&amp;ssl=1\" data-orig-size=\"370,237\" 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  Explota el poder del Email de Bienvenida\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;ebook email&lt;br \/&gt; Explota el poder del Email de Bienvenida&lt;\/p&gt;\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?fit=370%2C237&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=370%2C237&#038;ssl=1\" alt=\"ebook e-mail Vyu\u017eite silu uv\u00edtacieho e-mailu\" class=\"wp-image-14954\" style=\"width:635px;height:auto\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?w=370&amp;ssl=1 370w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=300%2C192&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 370px) 100vw, 370px\" \/><\/a><figcaption class=\"wp-element-caption\">e-mail s elektronickou knihou\n Vyu\u017eite silu uv\u00edtacieho e-mailu\n<\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"<p>Personaliz\u00e1cia v e-mailovom marketingu sa u\u017e neobmedzuje len na pozdravenie pr\u00edjemcu menom.<\/p>","protected":false},"author":239642484,"featured_media":22641,"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-6711","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>4 t\u00e9cnicas de personalizaci\u00f3n que van m\u00e1s all\u00e1 del nombre - 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\/4-techniky-personalizacie-ktore-presahuju-ramec-nazvu\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 t\u00e9cnicas de personalizaci\u00f3n que van m\u00e1s all\u00e1 del nombre - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"La personalizaci\u00f3n en email marketing ya no se limita a saludar al destinatario por su nombre.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/masterbase.com\/sk\/4-techniky-personalizacie-ktore-presahuju-ramec-nazvu\/masterbase\/\" \/>\n<meta property=\"og:site_name\" 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