{"id":12924,"date":"2026-03-17T08:29:51","date_gmt":"2026-03-17T07:29:51","guid":{"rendered":"https:\/\/promogen.cz\/?p=12924"},"modified":"2026-04-22T14:22:58","modified_gmt":"2026-04-22T12:22:58","slug":"e-mail-marketing-pod-lupou-jak-sbirat-souhlasy-a-neskoncit-v-hledacku-uoou","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/e-mail-marketing-pod-lupou-jak-sbirat-souhlasy-a-neskoncit-v-hledacku-uoou\/","title":{"rendered":"E-mail marketing pod lupou: Jak sb\u00edrat souhlasy a neskon\u010dit v hled\u00e1\u010dku \u00daOO\u00da"},"content":{"rendered":"
\n\t
\n\t\t\n\t\t
\n\t\t\t
\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div>
E-mail Marketing<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
\n\t\t\t\n\t\t\t
\n\t\t\t\t

E-mail marketing pod lupou: Jak sb\u00edrat souhlasy a neskon\u010dit v hled\u00e1\u010dku \u00daOO\u00da<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t\t \t\t\t\t\t
\n\t\t\t

Sv\u011bt e-mailingu se \u010dasto jev\u00ed jako digit\u00e1ln\u00ed ekvivalent \u201edivok\u00e9ho z\u00e1padu\u201c. Mnoz\u00ed market\u00e9\u0159i se spol\u00e9haj\u00ed na intuici, jin\u00ed kop\u00edruj\u00ed to, co vid\u00ed u konkurence, a zbytek \u017eije v neust\u00e1l\u00e9m strachu z ob\u0159\u00edho raz\u00edtka od dozorov\u00e9ho org\u00e1nu. Pravdou v\u0161ak je, \u017ee pravidla hry v \u010cesk\u00e9 republice jsou pom\u011brn\u011b jasn\u00e1 – jen jsou roztrou\u0161ena v r\u016fzn\u00fdch paragrafech a odborn\u00fdch v\u00fdkladech.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

\t\t
\n\t\t\t

Pokud chcete stav\u011bt e-mailovou strategii na pevn\u00fdch z\u00e1kladech, mus\u00edte pochopit, \u017ee e-mailov\u00e1 adresa nen\u00ed jen \u0159\u00e1dek v datab\u00e1zi, ale osobn\u00ed \u00fadaj, ke kter\u00e9mu se v\u00e1\u017eou p\u0159\u00edsn\u00e1 pravidla. Poj\u010fme si v tom ud\u011blat po\u0159\u00e1dek.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

\n\t\t
\n\t\t\t\n\t\t\t
\n\t\t\t\t

1. Prvn\u00ed setk\u00e1n\u00ed: Webov\u00fd formul\u00e1\u0159 a (ne)slavn\u00e9 \u201eSouhlas\u00edm se v\u0161\u00edm\u201c<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
\n\t\t\t

P\u0159edstavte si klasick\u00fd sc\u00e9n\u00e1\u0159, kter\u00fd vid\u00edme na stovk\u00e1ch \u010desk\u00fdch e-shop\u016f: z\u00e1kazn\u00edk vypl\u0148uje \u00fadaje p\u0159i objedn\u00e1vce nebo se hl\u00e1s\u00ed k odb\u011bru newsletteru za slevu 100 K\u010d a na konci na n\u011bj sv\u00edt\u00ed jedin\u00e9 za\u0161krt\u00e1vac\u00ed pol\u00ed\u010dko \u2013 <\/span>\u201eSouhlas\u00edm se V\u0161eobecn\u00fdmi obchodn\u00edmi podm\u00ednkami (VOP)\u201c<\/span><\/i>. Mnoh\u00ed e-shopa\u0159i si mnou ruce, \u017ee t\u00edmto jedn\u00edm klikem vybavili v\u0161e \u2013 n\u00e1kup, reklamace i povolen\u00ed pos\u00edlat p\u00e1te\u010dn\u00ed newslettery.<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t

\n\t\t\t

\u26a0\ufe0f VELK\u00c1 V\u00ddSTRAHA: Skr\u00fdt e-mailing pod VOP je neleg\u00e1ln\u00ed!<\/b> Je to jedna z nej\u010dast\u011bj\u0161\u00edch a nejnebezpe\u010dn\u011bj\u0161\u00edch chyb. Pro\u010d? Evropsk\u00e9 na\u0159\u00edzen\u00ed GDPR (konkr\u00e9tn\u011b \u010dl\u00e1nek 7 odst. 4) a p\u0159\u00edsn\u00e9 metodiky \u010desk\u00e9ho \u00daOO\u00da mluv\u00ed jasn\u011b: <\/span>Souhlas mus\u00ed b\u00fdt svobodn\u00fd.<\/b> Pokud z\u00e1kazn\u00edka nut\u00edte souhlasit s n\u00e1kupn\u00edmi pravidly (VOP) jen proto, aby si mohl st\u00e1hnout e-book, nebo pokud mu do smlouvy o n\u00e1kupu „p\u0159ibal\u00edte“ povinn\u00fd odb\u011br newsletteru, takov\u00fd marketingov\u00fd souhlas bude zpravidla pova\u017eov\u00e1n za nesvobodn\u00fd a tedy neplatn\u00fd.\u00a0<\/span><\/p>\n

Jak m\u00e1 tedy vypadat nepr\u016fst\u0159eln\u00fd marketingov\u00fd souhlas?<\/b> Pokud souhlas s n\u00e1kupem odkazuje na dlouh\u00fd dokument VOP, na co by m\u011bl odkazovat marketingov\u00fd souhlas? Spr\u00e1vn\u00fd marketingov\u00fd souhlas (tzv. Opt-in) se mus\u00ed skl\u00e1dat ze t\u0159\u00ed nekompromisn\u00edch prvk\u016f:<\/span><\/p>\n

    \n
  1. Neza\u0161krtnut\u00e9 pol\u00ed\u010dko:<\/b><\/span> Z\u00e1kazn\u00edk ho mus\u00ed aktivn\u011b za\u0161krtnout s\u00e1m. Na p\u0159edem vypln\u011bn\u00e9 faje\u010dky zapome\u0148te (potvrdil to i zn\u00e1m\u00fd rozsudek Soudn\u00edho dvora EU v p\u0159\u00edpad\u011b <\/span>Planet49<\/span><\/i>).<\/span><\/li>\n
  2. Jasn\u00fd text \u00fa\u010delu:<\/b><\/span> Nap\u0159\u00edklad <\/span>\u201eSouhlas\u00edm se zas\u00edl\u00e1n\u00edm e-mail\u016f pln\u00fdch inspirace a slev.\u201c<\/span><\/i> Z\u00e1kazn\u00edk mus\u00ed p\u0159esn\u011b v\u011bd\u011bt, k \u010demu se zavazuje. Neschov\u00e1vejte to za abstraktn\u00ed fr\u00e1ze.<\/span><\/li>\n
  3. Odkaz na Z\u00e1sady zpracov\u00e1n\u00ed osobn\u00edch \u00fadaj\u016f (Privacy Policy):<\/b><\/span> Toto je ten kl\u00ed\u010dov\u00fd odkaz! U pol\u00ed\u010dka (nebo bezprost\u0159edn\u011b pod n\u00edm) mus\u00ed b\u00fdt aktivn\u00ed link na dokument, kde z\u00e1kazn\u00edkovi transparentn\u011b vysv\u011btlujete: kdo jste (spr\u00e1vce dat), \u017ee jeho e-mail pou\u017eijete pro marketingov\u00e9 \u00fa\u010dely, p\u0159es jak\u00e9 n\u00e1stroje maily pos\u00edl\u00e1te, jak dlouho budete jeho e-mail uchov\u00e1vat a hlavn\u011b \u2013 jak\u00fdm zp\u016fsobem m\u016f\u017ee sv\u016fj souhlas kdykoliv odvolat.<\/span><\/li>\n<\/ol>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>
    \n\t\t
    \n\t\t\t\n\t\t\t
    \n\t\t\t\t

    2. N\u00e1kup jako \u201epropustka\u201c: Opr\u00e1vn\u011bn\u00fd z\u00e1jem a jeho limity<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
    \n\t\t\t

    Sc\u00e9n\u00e1\u0159 se m\u011bn\u00ed, kdy\u017e se z n\u00e1v\u0161t\u011bvn\u00edka stane z\u00e1kazn\u00edk. V moment\u011b, kdy prob\u011bhne transakce, otev\u00edraj\u00ed se v\u00e1m dve\u0159e, u kter\u00fdch ale mus\u00edte odemknout dva r\u016fzn\u00e9 z\u00e1mky. Pr\u00e1vn\u00edci zde toti\u017e striktn\u011b odd\u011bluj\u00ed dva re\u017eimy, kter\u00e9 jdou sice ruku v ruce, ale nesm\u00edme si je pl\u00e9st:<\/span><\/p>\n

    Opr\u00e1vn\u011bn\u00fd z\u00e1jem (podle GDPR):<\/b> To je v\u00e1\u0161 pr\u00e1vn\u00ed titul k tomu, \u017ee v\u016fbec m\u016f\u017eete e-mailovou adresu z\u00e1kazn\u00edka (co\u017e je osobn\u00ed \u00fadaj) zpracov\u00e1vat pro \u00fa\u010dely p\u0159\u00edm\u00e9ho marketingu.<\/span><\/p>\n

    Z\u00e1kaznick\u00e1 v\u00fdjimka (\u00a7 7 odst. 3 z\u00e1kona \u010d. 480\/2004 Sb.):<\/b> Ta \u0159e\u0161\u00ed samotnou \u201erozes\u00edlku\u201c. D\u00e1v\u00e1 v\u00e1m zelenou k odesl\u00e1n\u00ed obchodn\u00edho sd\u011blen\u00ed vlastn\u00edm z\u00e1kazn\u00edk\u016fm i bez jejich v\u00fdslovn\u00e9ho souhlasu.<\/span><\/p>\n

    Tato kombinace je nejobl\u00edben\u011bj\u0161\u00ed n\u00e1stroj e-shop\u016f. Ale pozor, m\u00e1 to h\u00e1\u010dky velk\u00e9 jako kotvy.<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t

    \n\t\t\t

    Past jm\u00e9nem \u201eobdobn\u00e9 zbo\u017e\u00ed\u201c<\/b><\/h3>\n

    Z\u00e1kaznick\u00e1 v\u00fdjimka nen\u00ed povolen\u00ed ke spamov\u00e1n\u00ed \u010d\u00edmkoliv. M\u016f\u017eete z\u00e1kazn\u00edkovi pos\u00edlat nab\u00eddky pouze na <\/span>vlastn\u00ed obdobn\u00e9 v\u00fdrobky nebo slu\u017eby<\/b>. Co to znamen\u00e1 v praxi?<\/span><\/p>\n

    Pokud si u v\u00e1s n\u011bkdo koup\u00ed b\u011b\u017eeck\u00e9 boty, m\u016f\u017eete mu poslat nab\u00eddku na funk\u010dn\u00ed pono\u017eky nebo sportovn\u00ed tri\u010dka. Je to logick\u00e9 a z\u00e1kazn\u00edk to o\u010dek\u00e1v\u00e1. Pokud mu v\u0161ak za t\u00fdden po\u0161lete nab\u00eddku na zahradn\u00ed gril (proto\u017ee v\u00e1\u0161 e-shop prod\u00e1v\u00e1 v\u0161echno), leg\u00e1ln\u011b jste na velmi tenk\u00e9m led\u011b.<\/span><\/p>\n

    P\u0159\u00edklad Alza a marketplace:<\/b> Ob\u0159\u00ed e-shopy argumentuj\u00ed t\u00edm, \u017ee jsou \u201ev\u0161eobecn\u00fdm prodejcem\u201c a z\u00e1kazn\u00edk o\u010dek\u00e1v\u00e1 \u0161irok\u00e9 spektrum. Av\u0161ak odborn\u00edci jako upozor\u0148uj\u00ed, \u017ee \u00daOO\u00da se na \u201eobdobnost\u201c d\u00edv\u00e1 p\u0159\u00edsn\u011b. Pokud m\u00e1te \u0161irok\u00fd sortiment, je bezpe\u010dn\u011bj\u0161\u00ed (a efektivn\u011bj\u0161\u00ed) segmentovat datab\u00e1zi a pos\u00edlat jen to, co souvis\u00ed s kategori\u00ed n\u00e1kupu.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

    \n\t\t
    \n\t\t\t\n\t\t\t
    \n\t\t\t\t

    3. Pol\u00ed\u010dko v ko\u0161\u00edku: Nutnost nebo p\u0159e\u017eitek?<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
    \n\t\t\t

    Pokud m\u016f\u017eete sm\u011ble vyu\u017e\u00edt z\u00e1kaznickou v\u00fdjimku (a zpracov\u00e1n\u00ed e-mailu v\u00e1m z hlediska GDPR kryje opr\u00e1vn\u011bn\u00fd z\u00e1jem), pro\u010d maj\u00ed e-shopy v ko\u0161\u00edku st\u00e1le n\u011bjak\u00e1 za\u0161krt\u00e1vac\u00ed pol\u00ed\u010dka? M\u00e1 to dva hlavn\u00ed d\u016fvody:\u00a0 <\/span>povinnost odm\u00edtnout<\/b> a <\/span>roz\u0161\u00ed\u0159en\u00ed pravomoc\u00ed.<\/b><\/p>\n

    Pr\u00e1vo na nesouhlas (Opt-out)<\/b><\/h3>\n

    Z\u00e1kon \u0159\u00edk\u00e1, \u017ee z\u00e1kazn\u00edk mus\u00ed m\u00edt mo\u017enost odm\u00edtnout zas\u00edl\u00e1n\u00ed zpr\u00e1v <\/span>ji\u017e p\u0159i zad\u00e1v\u00e1n\u00ed e-mailu<\/b>. Proto v ko\u0161\u00edku vid\u00edte v\u011btu typu: <\/span>\u201eNep\u0159eji si dost\u00e1vat marketingov\u00e9 nab\u00eddky.\u201c<\/span><\/i><\/p>\n