{"id":9930,"date":"2023-06-28T12:22:03","date_gmt":"2023-06-28T10:22:03","guid":{"rendered":"https:\/\/www.promogen.cz\/audit-e-mailingovych-sluzeb-se-vam-vyplati-2\/"},"modified":"2023-08-30T15:00:44","modified_gmt":"2023-08-30T13:00:44","slug":"blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/","title":{"rendered":"Open Rate \u2013 jak funguje a m\u00e1 st\u00e1le smysl ho sledovat?"},"content":{"rendered":"
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Open Rate \u2013 jak funguje a m\u00e1 st\u00e1le smysl ho sledovat?<\/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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Open <\/span>R<\/span>ate<\/span> byla,<\/span> a je\u0161t\u011b st\u00e1le je jedna z hlavn\u00edch metrik, kterou p\u0159i sledov\u00e1n\u00ed \u00fasp\u011b\u0161nosti mailing\u016f firmy vyu\u017e\u00edvaj\u00ed. V\u00edte, jak vlastn\u011b data k<\/span> n<\/span>\u00ed<\/span> z\u00edsk\u00e1v\u00e1me? A m\u00e1 smysl dnes st\u00e1le posuzovat e-mailing podle <\/span>n\u00ed?<\/span><\/span>\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Open Rate<\/strong> byla, a je\u0161t\u011b st\u00e1le je jedna z hlavn\u00edch metrik<\/strong>, kterou p\u0159i sledov\u00e1n\u00ed \u00fasp\u011b\u0161nosti mailing\u016f firmy vyu\u017e\u00edvaj\u00ed. V\u00edte, jak vlastn\u011b data k n\u00ed z\u00edsk\u00e1v\u00e1me? A m\u00e1 smysl dnes st\u00e1le posuzovat e-mailing podle n\u00ed?<\/strong>\u00a0<\/span><\/p>\n

Jak tedy m\u011b\u0159\u00edme?<\/b>\u00a0<\/span><\/p>\n

Je to vlastn\u011b \u00fapln\u011b jednoduch\u00e9. Aby market\u00e9\u0159i v\u011bd\u011bli o sv\u00fdch z\u00e1kazn\u00edc\u00edch v datab\u00e1zi co nejv\u00edce, v\u0161echny e-mailov\u00e9 n\u00e1stroje<\/strong> vkl\u00e1daj\u00ed<\/strong> automaticky do ka\u017ed\u00e9 rozes\u00edlky unik\u00e1tn\u00ed trackovac\u00ed pixel<\/strong>. Ten m\u00e1 obvykle formu obr\u00e1zku s velikost\u00ed 1\u00d71 px a z\u00e1kazn\u00edk si ho tak b\u011b\u017en\u011b ani nev\u0161imne.\u00a0<\/span><\/p>\n

Kde je pixel vlo\u017een\u00fd je prvn\u00ed z d\u016fle\u017eit\u00fdch aspekt\u016f, kter\u00fd n\u00e1m pom\u016f\u017ee si odpov\u011bd\u011bt na ot\u00e1zku, jak velk\u00fd smysl m\u00e1 sledov\u00e1n\u00ed Open Rate.\u00a0<\/span><\/p>\n

Pokud se trackovac\u00ed pixel<\/strong> nach\u00e1z\u00ed a\u017e na konci newsletteru<\/strong> a e-mailov\u00fd klient nena\u010dte celou zpr\u00e1vu z d\u016fvodu p\u0159\u00edli\u0161n\u00e9 velikosti, v\u00e1\u0161 odeslan\u00fd e-mail se bude tv\u00e1\u0159it jako neotev\u0159en\u00fd<\/strong>. A to i p\u0159esto, \u017ee si z\u00e1kazn\u00edk mohl p\u0159e\u010d\u00edst cel\u00fd obsah.\u00a0\u00a0<\/span><\/p>\n

Stejn\u00fd probl\u00e9m nast\u00e1v\u00e1, pokud si z\u00e1kazn\u00edk nena\u010dte obr\u00e1zky. V takov\u00e9m p\u0159\u00edpad\u011b z\u016fstane trackovac\u00ed pixel skryt\u00fd. Z\u00e1kazn\u00edk si mohl p\u0159e\u010d\u00edst pot\u0159ebn\u00fd text, ale pro e-mailov\u00fd n\u00e1stroj z\u016fstane tento e-mail jako nep\u0159e\u010dten\u00fd.\u00a0<\/span><\/p>\n

V\u00edte, kde je um\u00edst\u011bn trackovac\u00ed pixel ve va\u0161em n\u00e1stroji?<\/b>\u00a0<\/span><\/p>\n

Ecomail – \u00fapln\u011b dole p\u0159ed ukon\u010den\u00edm <body><\/span>
\nTargito – \u00fapln\u011b dole p\u0159ed ukon\u010den\u00edm <body><\/span>
\nBloomreach – V z\u00e1hlav\u00ed po preheaderu<\/span>
\nSmartEmailing – \u00fapln\u011b dole p\u0159ed ukon\u010den\u00edm <body><\/span>
\nMailkit – \u00fapln\u011b dole p\u0159ed ukon\u010den\u00edm <body><\/span>
\nSamba \u2013 V z\u00e1hlav\u00ed po preheaderu<\/span>
\nMailchimp – \u00fapln\u011b dole p\u0159ed ukon\u010den\u00edm <body>\u00a0<\/span><\/p>\n

Tip na vyu\u017eit\u00ed v obchodn\u00ed korespondenci<\/b>\u00a0<\/span><\/p>\n

Trackovac\u00ed k\u00f3d m\u016f\u017eete vyu\u017e\u00edvat i jinak<\/strong> ne\u017e na m\u011b\u0159en\u00ed Open Rate, ale t\u0159eba v obchodn\u00ed komunikaci. Ka\u017ed\u00fd u\u017eivatel si m\u016f\u017ee unik\u00e1tn\u00ed trackovac\u00ed k\u00f3d vlo\u017eit do sv\u00fdch mail\u016f a sledovat tak nap\u0159\u00edklad, zda p\u0159\u00edjemce otev\u0159el e-mail s fakturou<\/strong> nebo zm\u011bnou obchodn\u00edch podm\u00ednek.\u00a0<\/span><\/p>\n

To samoz\u0159ejm\u011b s sebou p\u0159in\u00e1\u0161\u00ed i druh\u00fd pohled na v\u011bc – p\u0159\u00edjemci necht\u011bj\u00ed, aby n\u011bkdo znal jejich chov\u00e1n\u00ed<\/strong>, jestli maily otev\u00edraj\u00ed a kdy. Proto existuj\u00ed nap\u0159\u00edklad dopl\u0148ky do prohl\u00ed\u017ee\u010d\u016f, kter\u00e9 pixely blokuj\u00ed<\/strong>. Ale tak\u00e9 mnohem syst\u00e9mov\u011bj\u0161\u00ed \u0159e\u0161en\u00ed. S jedn\u00edm z nich p\u0159i\u0161el Apple.\u00a0<\/span><\/p>\n

\u00a0Co je Apple Mail Privacy Protection a jak funguje<\/b>\u00a0<\/span><\/p>\n

Apple Mail Privacy Protection (AMPP) je funkce na Apple za\u0159\u00edzen\u00edch, kter\u00e1 st\u00ed\u017e\u00ed odes\u00edlatel\u016fm sledovat aktivitu v e-mailech. Skr\u00fdv\u00e1 IP adresu p\u0159\u00edjemce, tak\u017ee ji odes\u00edlatel\u00e9 nemohou propojit s dal\u0161\u00edmi internetov\u00fdmi aktivitami ani zjistit aktu\u00e1ln\u00ed polohu. Krom\u011b toho tak\u00e9 odes\u00edlatel\u016fm znemo\u017e\u0148uje zjistit, jestli do\u0161lo k otev\u0159en\u00ed dan\u00e9ho e-mailu – ka\u017ed\u00fd e-mail poslan\u00fd do Apple Mailu se ve va\u0161em n\u00e1stroji pro E-mail marketing bude jevit jako otev\u0159en\u00fd<\/b>.\u00a0<\/span><\/p>\n

Jestli jde o Gmail, Outlook, iCloud \u010di jin\u00e9 platformy nen\u00ed rozhoduj\u00edc\u00ed. Anonymizace<\/strong> prob\u00edh\u00e1 na \u00farovn\u00ed nativn\u00ed aplikace Mail<\/strong>. Kdy\u017e ji pou\u017e\u00edv\u00e1te, tak od z\u00e1\u0159\u00ed 2022 na za\u0159\u00edzen\u00edch s iOS 12 nebo macOS 12 Monterey, m\u016f\u017ee b\u00fdt chov\u00e1n\u00ed v e-mailech anonymn\u00ed. Zat\u00edm nefunguje tato funkce plo\u0161n\u011b, ale je t\u0159eba ji p\u0159i prvn\u00edm spu\u0161t\u011bn\u00ed aplikace po aktualizaci opera\u010dn\u00edho syst\u00e9mu aktivovat.<\/span><\/p>\n

U kolika<\/strong> procent mailov\u00fdch schr\u00e1nek nev\u00edme, jestli byly opravdu p\u0159e\u010dteny<\/strong> nen\u00ed jist\u00e9, ale statistika syst\u00e9mu Sendgrid<\/a> \u0159\u00edk\u00e1, \u017ee nejde o zanedbateln\u00e9 \u010d\u00edslo<\/strong>:\u00a0<\/span><\/p>\n\n\n\n\n\n\n
Google\u00a0<\/span><\/td>\n4,6 %\u00a0<\/span><\/td>\n<\/tr>\n
Microsoft\u00a0<\/span><\/td>\n4,8 %\u00a0<\/span><\/td>\n<\/tr>\n
Yahoo\u00a0<\/span><\/td>\n9,1 %\u00a0<\/span><\/td>\n<\/tr>\n
Apple\u00a0<\/span><\/td>\n22,9 %\u00a0<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/span><\/p>\n

Jak se p\u0159ipravit na konec Open Rate?<\/b>\u00a0<\/span><\/p>\n

Mus\u00edme po\u010d\u00edtat s t\u00edm, \u017ee postupem \u010dasu se po\u010det u\u017eivatel\u016f, kte\u0159\u00ed tuto funkci budou vyu\u017e\u00edvat, bude zvy\u0161ovat<\/strong>. D\u00e1 se tak\u00e9 o\u010dek\u00e1vat, \u017ee s podobn\u00fdm \u0159e\u0161en\u00edm p\u0159ijdou i dal\u0161\u00ed aplikace a poskytovatel\u00e9. Proto p\u0159ich\u00e1z\u00ed \u010das se soust\u0159edit u metriky Open Rate na jej\u00ed trendy, nikoliv absolutn\u00ed hodnotu a hlavn\u011b orientovat se i na dal\u0161\u00ed \u010d\u00edsla<\/strong>, kter\u00e1 m\u00e1te k dispozici.\u00a0<\/span><\/p>\n

Click rate<\/strong> \u2013 metrika, kter\u00e1 m\u011b\u0159\u00ed proklik z e-mailu na web a nen\u00ed nijak ovlivn\u011bna. Jde o faktick\u00fd \u00fadaj, kter\u00fd nav\u00edc jasn\u011b prokazuje z\u00e1jem o va\u0161e zbo\u017e\u00ed \u010di slu\u017eby.\u00a0<\/span><\/p>\n

Z\u00e1kazn\u00edci<\/strong>, u kter\u00fdch je vid\u011bt, \u017ee otev\u00edraj\u00ed v\u0161echny e-maily<\/strong>, ale neproklik\u00e1vaj\u00ed, byste d\u0159\u00edve pova\u017eovali za anga\u017eovan\u00e9. V sou\u010dasn\u00e9 situaci a s p\u0159ihl\u00e9dnut\u00edm na fale\u0161n\u00e9 otev\u0159en\u00ed je vhodn\u00e9 na n\u011b za\u010d\u00edt c\u00edlit reaktiva\u010dn\u00ed kampan\u011b<\/strong>.\u00a0<\/span><\/p>\n

P\u0159ipravit se m\u016f\u017eete tak\u00e9 tak, \u017ee uprav\u00edte e-mailov\u00e9 \u0161ablony<\/strong>. Koncipujte je krat\u0161\u00ed s m\u00e9n\u011b obsahem, kter\u00fd by ale m\u011bl b\u00fdt v\u00fdrazn\u011bj\u0161\u00ed a v\u00edce sm\u011b\u0159ovat n\u00e1v\u0161t\u011bvn\u00edky k prokliku na v\u00e1\u0161 web.\u00a0<\/span><\/p>\n

Prost\u011b m\u00e9n\u011b obsahu, ale v\u00fdrazn\u011bj\u0161\u00ed CTA<\/strong>, kter\u00fdch by nem\u011blo b\u00fdt mnoho.\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"E-mailing Open Rate \u2013 jak funguje a m\u00e1 st\u00e1le smysl ho sledovat? Open Rate byla, a je\u0161t\u011b st\u00e1le je jedna","protected":false},"author":1,"featured_media":9932,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[86],"tags":[73],"class_list":["post-9930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-mailing","tag-e-mailing"],"yoast_head":"\nOpen Rate \u2013 jak funguje a m\u00e1 st\u00e1le smysl ho sledovat? - PromoGEN.cz<\/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:\/\/promogen.cz\/cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Open Rate \u2013 jak funguje a m\u00e1 st\u00e1le smysl ho sledovat? - PromoGEN.cz\" \/>\n<meta property=\"og:url\" content=\"https:\/\/promogen.cz\/cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/\" \/>\n<meta property=\"og:site_name\" content=\"PromoGEN.cz\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/promogencz\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-28T10:22:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T13:00:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/05\/Untitled-5.png\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/promogen.cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/promogen.cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/promogen.cz\/en\/#\/schema\/person\/b7fed6539a39e2e525acdab80562485d\"},\"headline\":\"Open Rate \u2013 jak funguje a m\u00e1 st\u00e1le smysl ho sledovat?\",\"datePublished\":\"2023-06-28T10:22:03+00:00\",\"dateModified\":\"2023-08-30T13:00:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/promogen.cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/\"},\"wordCount\":1400,\"publisher\":{\"@id\":\"https:\/\/promogen.cz\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/promogen.cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/05\/Untitled-5.png\",\"keywords\":[\"E-mailing\"],\"articleSection\":[\"E-mailing\"],\"inLanguage\":\"cs\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/promogen.cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/\",\"url\":\"https:\/\/promogen.cz\/blog-open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat\/\",\"name\":\"Open Rate \u2013 jak funguje a m\u00e1 st\u00e1le smysl ho sledovat? 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