{"id":9877,"date":"2023-05-18T15:17:03","date_gmt":"2023-05-18T13:17:03","guid":{"rendered":"https:\/\/www.promogen.cz\/jak-se-daji-vylepsit-transakcni-e-maily-2\/"},"modified":"2023-11-01T09:46:35","modified_gmt":"2023-11-01T08:46:35","slug":"blog-audit-e-mailingovych-sluzeb-se-vam-vyplati","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/blog-audit-e-mailingovych-sluzeb-se-vam-vyplati\/","title":{"rendered":"Audit e-mailingov\u00fdch slu\u017eeb se v\u00e1m vyplat\u00ed"},"content":{"rendered":"
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E-mailing<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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Audit e-mailingov\u00fdch slu\u017eeb se v\u00e1m vyplat\u00ed<\/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
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V z\u00e1v\u011bru lo\u0148sk\u00e9ho roku jsme pro <\/span>Luxury<\/span> distribution<\/span> s.r.o. p\u0159ipravili audit jejich e-mailingov\u00e9h<\/span>o <\/span>markertingu<\/span>. Jde o <\/span>rodinnou spole\u010dnost<\/span>, kter\u00e1 sv\u016fj <\/span>eshop<\/span> aurio.cz nab\u00edzej\u00edc\u00ed velmi kvalitn\u00ed produkty pro<\/span> vlasov<\/span>ou<\/span> a ple\u0165ov<\/span>ou<\/span> kosmetiky<\/span>,<\/span> vystav\u011bla od p\u00edky.<\/span>\u00a0 V \u010dem audit pomohl?<\/span><\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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V z\u00e1v\u011bru lo\u0148sk\u00e9ho roku jsme pro Luxury distribution s.r.o. p\u0159ipravili audit<\/strong> jejich e-mailingov\u00e9ho markertingu<\/strong>. Jde o rodinnou spole\u010dnost, kter\u00e1 sv\u016fj eshop aurio.cz<\/strong> nab\u00edzej\u00edc\u00ed velmi kvalitn\u00ed produkty pro vlasovou a ple\u0165ovou kosmetiku<\/strong>, vystav\u011bla od p\u00edky.\u00a0\u00a0<\/span><\/p>\n

Ka\u017ed\u00fd, kdo se na podobn\u00e9m projektu pod\u00edlel dob\u0159e v\u00ed, jak t\u011b\u017ek\u00e9 je st\u00e1le dr\u017eet pod kontrolou v\u0161echny sv\u00e9 marketingov\u00e9 n\u00e1stroje<\/strong> tak, aby dosahovali maxim\u00e1ln\u00edch v\u00fdsledk\u016f. I z toho d\u016fvodu n\u00e1s po\u017e\u00e1dali, abychom zrevidovali stav e-mailingu<\/strong>.\u00a0<\/span><\/p>\n

Podrobn\u011b jsme prozkoumali v\u0161echna z\u00e1kout\u00ed \u00fa\u010dtu v Ecomailu a jeho napojen\u00ed na Shoptet, a doporu\u010dili ud\u011blat kroky, kter\u00e9 v\u00fdsledek mohli vylep\u0161it.\u00a0<\/span><\/p>\n

Napojen\u00ed Shoptet<\/b>\u00a0<\/span><\/h3>\n

V lo\u0148sk\u00e9m roce do\u0161lo k nasazen\u00ed \u201ccookie li\u0161ty\u201d<\/strong> dle sm\u011brnic EU. Jej\u00ed nastaven\u00ed ovlivnilo propojen\u00ed s e-shop platformou<\/strong> a nep\u0159en\u00e1\u0161ela se n\u011bkter\u00e1 data. To bohu\u017eel v\u00fdrazn\u011b ovlivnilo pr\u00e1ci s daty o u\u017eivatel\u00edch a d\u00edky tomu i hor\u0161\u00ed v\u00fdt\u011b\u017enost z automatizac\u00ed. Oprava prob\u011bhla rychle a tr\u017eby za\u010daly okam\u017eit\u011b stoupat.<\/strong>\u00a0<\/strong><\/p>\n

Pop-Up<\/b>\u00a0<\/span><\/h3>\n

Z\u00edskat e-mailovou adresu potenci\u00e1ln\u00edho z\u00e1kazn\u00edka je svat\u00fd gr\u00e1l.<\/strong> Aurio pop-up okno zobrazovalo nov\u00fdm u\u017eivatel\u016fm na p\u00e1t\u00e9 str\u00e1nce, a nav\u00edc pouze na po\u010d\u00edta\u010d\u00edch. Po zm\u011bn\u011b na druhou str\u00e1nku a p\u0159id\u00e1n\u00ed mobiln\u00ed verze roste po\u010det nov\u00fdch kontakt\u016f v datab\u00e1zi o 75 % rychleji. A to i p\u0159esto, \u017ee do\u0161lo je\u0161t\u011b k jedn\u00e9 zm\u011bn\u011b. P\u0159id\u00e1n\u00ed<\/strong> takzvan\u00e9ho double opt-in<\/strong>. Tedy ka\u017ed\u00fd, kdo zadal sv\u016fj e-mail do pop-up okna musel svou e-mailovou adresu je\u0161t\u011b potvrdit. Tento krok p\u0159i sb\u011bru kontakt\u016f velmi doporu\u010dujeme, kv\u016fli zachov\u00e1n\u00ed kvality va\u0161\u00ed datab\u00e1ze.<\/strong>\u00a0<\/strong><\/p>\n

Velikost e-mail\u016f<\/b>\u00a0<\/span><\/h3>\n

V\u011bt\u0161ina e-mail\u016f byla datov\u011b opravdu velk\u00e1<\/strong>, co\u017e zp\u016fsob\u00ed zkreslen\u00ed statistik<\/strong> otev\u00edran\u00fdch mail\u016f na Gmailu (ten toti\u017e mail od\u0159\u00edzne a nab\u00eddne proklik na webovou verzi rozes\u00edlky). Velikost jsme sn\u00ed\u017eili a t\u00edm do\u0161lo ke zp\u0159esn\u011bn\u00ed statistik.<\/p>\n

Automatizace<\/b>\u00a0<\/span><\/h3>\n

Dal\u0161\u00edm krokem byly automatizace. Dv\u011b z\u00e1kladn\u00ed, kter\u00e9 doporu\u010dujeme v\u017edy jako prvn\u00ed jsou opu\u0161t\u011bn\u00fd ko\u0161\u00edk a remarketing<\/strong>. Druhou jmenovanou Aurio p\u0159ed auditem v\u016fbec nezkou\u0161elo, opu\u0161t\u011bn\u00fd ko\u0161\u00edk<\/strong> d\u00edky \u0161patn\u00e9mu napojen\u00ed nefungoval spr\u00e1vn\u011b<\/strong>. Vytvo\u0159ili jsme tedy remarketingovou kampa\u0148, kde pracujeme i se slevov\u00fdm k\u00f3dem<\/strong> pro \u010d\u00e1st potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f a v\u00fdsledek se dostavil \u2013 jde o nejlep\u0161\u00ed spu\u0161t\u011bnou automatizaci, kde nav\u00edc tr\u017eby st\u00e1le stoupaj\u00ed<\/strong>.<\/p>\n

Oprava opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku p\u0159inesla tak\u00e9 sv\u00e9 ovoce a z\u00e1kazn\u00edci ji\u017e tak\u00e9 p\u0159es tuto kampa\u0148 za\u010dali nakupovat.<\/p>\n

Myslete v\u017edy na to, \u017ee automatizace jsou siln\u011b z\u00e1visl\u00e9 na va\u0161ich newsletterech<\/strong> \u2013 \u010d\u00edm v\u00edce se v\u00e1m da\u0159\u00ed zvy\u0161ovat jejich \u00fasp\u011bch, t\u00edm \u00fasp\u011b\u0161n\u011bj\u0161\u00ed mohou b\u00fdt automatizace.<\/p>\n

Reaktivace<\/b>\u00a0<\/span><\/h3>\n

Po v\u00fd\u0161e zm\u00edn\u011bn\u00fdch dvou automatizac\u00edch p\u0159ich\u00e1z\u00ed i t\u0159et\u00ed \u2013 reaktivace<\/strong>. Ta v\u00e1m umo\u017en\u00ed vy\u010distit<\/strong> si svou datab\u00e1zi o mrtv\u00e9 du\u0161e<\/strong>. Ty, kter\u00e9 v\u00edce jak rok neotev\u0159eli \u017e\u00e1dn\u00fd z va\u0161ich e-mail\u016f ani u v\u00e1s nenakoupili. V\u011bt\u0161ina<\/strong> z na\u0161ich klient\u016f se lekne<\/strong>, kdy\u017e jim \u0159ekneme, jak velk\u00e9 procento t\u011bchto \u201cmrtvolek\u201d ve sv\u00e9 datab\u00e1zi maj\u00ed. Po jejich pro\u010di\u0161t\u011bn\u00ed v\u0161ak jednak n\u011bkter\u00e9 z\u00edsk\u00e1te zp\u011bt, a p\u0159edev\u0161\u00edm v\u00e1m stoupne v\u00e1\u0161 kredit u jednotliv\u00fdch provozovatel\u016f e-mailov\u00fdch slu\u017eeb. Zvedne se va\u0161e doru\u010ditelnost, po\u010dty proklik\u016f a klesnou va\u0161e n\u00e1klady na e-mailingov\u00e9 slu\u017eby (m\u00e1te m\u00e9n\u011b e-mailov\u00fdch adres v datab\u00e1zi).<\/p>\n

V tomto p\u0159\u00edpad\u011b se n\u00e1m poda\u0159ilo o\u017eivit 5 % mrtv\u00fdch du\u0161\u00ed z celkov\u00fdch 30 % neaktivn\u00edch adres.\u00a0<\/strong><\/p>\n

Dal\u0161\u00ed body z auditu na n\u00e1s st\u00e1le je\u0161t\u011b \u010dekaj\u00ed.<\/p>\n

Personalizace<\/b>\u00a0<\/span><\/h3>\n

Jednoduch\u00e1 personalizace zvy\u0161uje \u0161ance na lep\u0161\u00ed v\u00fdsledky<\/strong>. Za\u010d\u00edt sta\u010d\u00ed s osloven\u00edm, a\u0165 v t\u011ble mailu nebo dokonce v p\u0159edm\u011btu. I v p\u0159\u00edpad\u011b Ecomailu je nastaven\u00ed velmi jednoduch\u00e9.<\/p>\n

Segmentace a n\u00e1sledn\u00e1 automatizace<\/b>\u00a0<\/span><\/h3>\n

Aurio dod\u00e1v\u00e1 sortiment exkluzivn\u00edch zna\u010dek, doporu\u010dujeme jim vyzkou\u0161et, jak funguje mailing zam\u011b\u0159en\u00fd na z\u00e1kazn\u00edky, kte\u0159\u00ed jednotliv\u00e9 zna\u010dky nakupuj\u00ed<\/strong>. V p\u0159\u00edpad\u011b dobr\u00fdch v\u00fdsledk\u016f lze p\u0159ipravit jednoduch\u00e9 automatizovan\u00e9 kampan\u011b<\/strong> na opakovanou spot\u0159ebu nebo novinky v sortimentu. U\u0161et\u0159\u00ed pr\u00e1ci, zv\u00fd\u0161\u00ed prodeje, ale tak\u00e9 vazbu va\u0161eho z\u00e1kazn\u00edka k dan\u00e9 zna\u010dce.<\/strong>\u00a0<\/strong><\/p>\n

\u010casy rozes\u00edlek<\/b>\u00a0<\/span><\/h3>\n

Kdy mail ode\u0161lete tak\u00e9 rozhoduje o jeho \u00fasp\u011bchu.<\/strong> Obecn\u011b plat\u00ed, \u017ee dob\u0159e funguje ned\u011ble ve\u010der, pond\u011bl\u00ed r\u00e1no<\/strong> jako nejsiln\u011bj\u0161\u00ed dny. V sobotu na druhou stranu lid\u00e9 maj\u00ed v\u011bt\u0161\u00ed aktivitu, co se t\u00fd\u010de \u010dten\u00ed, ale men\u0161\u00ed co se t\u00fd\u010de nakupovan\u00ed. Pos\u00edlat mailing v brzk\u00e9m odpoledni naopak nen\u00ed nejlep\u0161\u00ed.<\/strong> Je v\u0161ak t\u0159eba to vyzkou\u0161et, proto\u017ee ka\u017ed\u00fd e-shop, a p\u0159edev\u0161\u00edm ka\u017ed\u00fd jeden z\u00e1kazn\u00edk m\u00e1 sv\u00e9 specifick\u00e9 chov\u00e1n\u00ed. Rozd\u00edly ve v\u00fdsledc\u00edch tak mohou b\u00fdt zna\u010dn\u00e9.<\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"E-mailing Audit e-mailingov\u00fdch slu\u017eeb se v\u00e1m vyplat\u00ed V z\u00e1v\u011bru lo\u0148sk\u00e9ho roku jsme pro Luxury distribution s.r.o. p\u0159ipravili audit jejich e-mailingov\u00e9ho","protected":false},"author":1,"featured_media":9881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[86,72],"tags":[75,73],"class_list":["post-9877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-mailing","category-pripadove-studie","tag-case-study","tag-e-mailing"],"yoast_head":"\nAudit e-mailingov\u00fdch slu\u017eeb se v\u00e1m vyplat\u00ed | promoGEN.cz<\/title>\n<meta name=\"description\" content=\"V z\u00e1v\u011bru lo\u0148sk\u00e9ho roku jsme pro Luxury distribution s.r.o. p\u0159ipravili audit jejich e-mailingov\u00e9ho markertingu. 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