{"id":12974,"date":"2026-05-20T14:43:26","date_gmt":"2026-05-20T12:43:26","guid":{"rendered":"https:\/\/promogen.cz\/?p=12974"},"modified":"2026-05-21T09:25:32","modified_gmt":"2026-05-21T07:25:32","slug":"jsou-e-mailingove-automatizace-vsemocne","status":"publish","type":"post","link":"https:\/\/promogen.cz\/en\/jsou-e-mailingove-automatizace-vsemocne\/","title":{"rendered":"Jsou e-mailingov\u00e9 automatizace v\u0161emocn\u00e9?"},"content":{"rendered":"
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\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div>
Email Marketing<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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Jsou e-mailingov\u00e9 automatizace v\u0161emocn\u00e9?<\/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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Marketingov\u00e1 automatizace za\u017e\u00edv\u00e1 sv\u016fj zlat\u00fd v\u011bk. Na konferenc\u00edch se o n\u00ed mluv\u00ed jako o svat\u00e9m gr\u00e1lu v\u00fdkonu, v case studies se prezentuje jej\u00ed neuv\u011b\u0159iteln\u00e1 n\u00e1vratnost a v n\u00e1stroj\u00edch p\u0159ib\u00fdvaj\u00ed nov\u00e9 funkce rychleji, ne\u017e je v\u011bt\u0161ina market\u00e9r\u016f st\u00edh\u00e1 implementovat. V mnoha firm\u00e1ch dnes plat\u00ed t\u00e9m\u011b\u0159 reflex: kdy\u017e se \u0159ekne \u201ee-mailing\u201c, prvn\u00ed, co si mana\u017ee\u0159i p\u0159edstav\u00ed, jsou automatizace.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Ve firm\u00e1ch se objevuj\u00ed dva extr\u00e9my:<\/span><\/p>\n

1)<\/b> dlouholet\u00e9 pos\u00edl\u00e1n\u00ed newsletter\u016f \u00fapln\u011b bez automatizac\u00ed<\/span><\/p>\n

2)<\/b> pevn\u00e1 orientace na automatizace a zanedb\u00e1v\u00e1n\u00ed pravideln\u00e9 komunikace. <\/span><\/p>\n

Ten prvn\u00ed extr\u00e9m je mnohem b\u011b\u017en\u011bj\u0161\u00ed. Firmy pos\u00edlaj\u00ed newsletter \u2014 a t\u00edm pro n\u011b e-mailing kon\u010d\u00ed. Druh\u00fd extr\u00e9m je sp\u00ed\u0161 v\u00fdjime\u010dn\u00fd, ale o to \u0161kodliv\u011bj\u0161\u00ed: obrovsk\u00e9 mno\u017estv\u00ed energie se investuje do automatizac\u00ed, zat\u00edmco klasick\u00e1 komunikace \u00fapln\u011b zmiz\u00ed ze sc\u00e9ny.<\/span><\/p>\n

A p\u0159esn\u011b tenhle druh\u00fd p\u0159\u00edpad stoj\u00ed za \u00favahou, kter\u00e1 je j\u00e1drem tohoto blogu.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Kdy\u017e je automatizace dokonal\u00e1... a\u017e p\u0159\u00edli\u0161<\/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
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Existuj\u00ed firmy, kter\u00e9 maj\u00ed komplexn\u00ed automatizace vypracovan\u00e9 do obdivuhodn\u00e9ho detailu: welcome s\u00e9rie s n\u011bkolika \u00farovn\u011bmi, p\u0159ipomenut\u00ed opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku, propracovan\u00e9 reaktiva\u010dn\u00ed sc\u00e9n\u00e1\u0159e, upozorn\u011bn\u00ed na obnoven\u00ed spot\u0159eby nebo behavior\u00e1ln\u00ed v\u011btven\u00ed podle n\u00e1kupn\u00ed historie.<\/span><\/p>\n

Na pap\u00ed\u0159e to bylo fascinuj\u00edc\u00ed. T\u00e9m\u011b\u0159 u\u010debnicov\u00fd p\u0159\u00edklad automatiza\u010dn\u00edho mistrovstv\u00ed.<\/p>\n

A\u017e na jeden \u201edetail\u201c: firma neodeslala jedin\u00fd newsletter u\u017e mnoho m\u011bs\u00edc\u016f.<\/span><\/p>\n

Automatizace jsou jako skv\u011bl\u00fd naviga\u010dn\u00ed syst\u00e9m \u2014 uk\u00e1\u017eou spr\u00e1vnou cestu ve spr\u00e1vnou chv\u00edli.<\/span><\/p>\n

Newslettery jsou v\u0161ak jako pravideln\u00e9 dopravn\u00ed informa\u010dn\u00ed zpr\u00e1vy \u2014 udr\u017euj\u00ed \u0159idi\u010de v obraze, i kdy\u017e zrovna nikam nejede.<\/span><\/p>\n

Automatizace fungovala, z\u00e1kazn\u00edci dost\u00e1vali e-maily ve spr\u00e1vn\u00fdch momentech, v\u0161e bylo perfektn\u011b spo\u010d\u00edtan\u00e9. Ale neexistovala pravideln\u00e1 komunikace: \u017e\u00e1dn\u00e9 novinky, \u017e\u00e1dn\u00e1 sez\u00f3nn\u00ed t\u00e9mata, \u017e\u00e1dn\u00e9 posilov\u00e1n\u00ed brandu. Firma zvl\u00e1dla vysokou \u0161kolu e-mailingu, ale \u00fapln\u011b p\u0159esko\u010dila z\u00e1kladku.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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E-mailing jako \u0161kolsk\u00fd syst\u00e9m: od \u0161kolky po vysokou<\/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
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E-mail marketing lze p\u0159irovnat ke \u0161kolsk\u00e9mu syst\u00e9mu:<\/span><\/p>\n

Nastaven\u00ed \u00fa\u010dtu a z\u00e1kladn\u00ed technick\u00e1 p\u0159\u00edprava<\/b><\/span>\u00a0-><\/strong> mate\u0159sk\u00e1 \u0161kolka<\/span><\/p>\n

Hromadn\u00e9 rozes\u00edlky<\/b><\/span> -><\/strong> z\u00e1kladn\u00ed \u0161kola<\/span><\/p>\n

Z\u00e1kladn\u00ed automatizace (Welcome, sv\u00e1tek, opu\u0161t\u011bn\u00fd ko\u0161\u00edk, …)<\/b><\/span>\u00a0-><\/strong> st\u0159edn\u00ed \u0161kola\u00a0<\/span><\/p>\n

Komplexn\u00ed lifecycle automatizace, segmentace, behavior\u00e1ln\u00ed sc\u00e9n\u00e1\u0159e<\/b><\/span> -><\/strong> vysok\u00e1 \u0161kola<\/span><\/p>\n

A podobn\u011b jako v re\u00e1ln\u00e9m \u017eivot\u011b:<\/span><\/p>\n

ani na vysokou \u0161kolu v\u00e1s nepust\u00ed bez maturity<\/b>.<\/span><\/p>\n

Automatizace jsou skv\u011bl\u00e9 \u2014 efektivn\u00ed, \u0161k\u00e1lovateln\u00e9, personalizovan\u00e9. Ale automatizace nenahrad\u00ed pravidelnou komunikaci stejn\u011b jako maturitn\u00ed vysv\u011bd\u010den\u00ed nenahrad\u00ed dev\u011bt let z\u00e1kladn\u00edho vzd\u011bl\u00e1n\u00ed. Bez z\u00e1klad\u016f chyb\u00ed pevn\u00e1 kostra, o kterou se m\u016f\u017ee pokro\u010dil\u00e1 pr\u00e1ce op\u0159\u00edt.<\/span><\/p>\n

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Pro\u010d pot\u0159ebujeme newslettery?<\/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
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Jednodu\u0161e \u0159e\u010deno:<\/span><\/p>\n

Automatizace \u0159e\u0161\u00ed konkr\u00e9tn\u00ed moment nebo \u017eivotn\u00ed situaci z\u00e1kazn\u00edka<\/b><\/span>\u00a0<\/span><\/p>\n

Newslettery udr\u017euj\u00ed zna\u010dku \u017eivou, viditelnou a zapamatovatelnou<\/b><\/span>\u00a0<\/strong><\/span><\/p>\n

A to i tehdy, kdy\u017e z\u00e1kazn\u00edk nen\u00ed aktivn\u00ed, nereaguje, nenakupuje.<\/span><\/p>\n

Zat\u00edmco automatizace pracuj\u00ed na z\u00e1klad\u011b definovan\u00e9 logiky, newslettery pracuj\u00ed na z\u00e1klad\u011b pot\u0159eby pravideln\u00e9 p\u0159\u00edtomnosti zna\u010dky v o\u010d\u00edch z\u00e1kazn\u00edka. Jedno dopl\u0148uje druh\u00e9. <\/span>Bez newsletter\u016f firma ztr\u00e1c\u00ed hlas. <\/span>Zna\u010dka se p\u0159est\u00e1v\u00e1 oz\u00fdvat.\u00a0 <\/span>A v dne\u0161n\u00ed konkurenci ticha toho jako prvn\u00ed vyu\u017eije konkurence.<\/span><\/p>\n

Mo\u017en\u00e1 pom\u016f\u017ee (dal\u0161\u00ed) metafora:<\/span><\/p>\n

Automatizace jsou jako perfektn\u00ed kompas, kter\u00fd v\u00e1s v\u017edy nasm\u011bruje spr\u00e1vn\u00fdm sm\u011brem \u2014 ale newslettery jsou v\u00edtr, kter\u00fd poh\u00e1n\u00ed lo\u010f dop\u0159edu. <\/span>Bez v\u011btru kompas nepom\u016f\u017ee. <\/span>A bez kompasu je v\u00edtr chaotick\u00fd.<\/span><\/p>\n

Pot\u0159ebujete oboje.<\/strong><\/p>\n

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Jak\u00e1 je tedy spr\u00e1vn\u00e1 rovnov\u00e1ha?<\/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
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Z na\u0161ich zku\u0161enost\u00ed vypl\u00fdv\u00e1 jedno jasn\u00e9 pravidlo:<\/span><\/p>\n

Automatizace jsou z\u00e1kladem v\u00fdkonnosti, ale newslettery jsou z\u00e1kladem vztahu.<\/strong><\/p>\n

Automatizace buduj\u00ed v\u00fdnosy na pozad\u00ed.<\/span>
\n<\/span>Newslettery buduj\u00ed dlouhodobou d\u016fv\u011bru a top-of-mind efekt.<\/span><\/p>\n

Pokud firma po\u0161le newsletter jednou za dva m\u011bs\u00edce, z\u00e1kazn\u00edk ji p\u0159estane registrovat.<\/span>
\n<\/span>Pokud firma automatizuje v\u0161e, ale nekomunikuje pravideln\u011b, jej\u00ed hlas zanikne v informa\u010dn\u00edm \u0161umu.<\/span>
\n<\/span>Pokud pos\u00edl\u00e1 newslettery, ale nem\u00e1 automatizace, p\u0159ich\u00e1z\u00ed o p\u0159\u00edle\u017eitosti.<\/span><\/p>\n

Spr\u00e1vn\u00fd e-mailing v\u017edy stoj\u00ed na kombinaci obou pil\u00ed\u0159\u016f.<\/span><\/p>\n

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Z\u00e1v\u011br: Automatizace je budoucnost, ale newsletter je p\u0159\u00edtomnost<\/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
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\u010casto se zd\u00e1, \u017ee automatizace je vrchol e-mail marketingu. A ano, je \u2014 ale jen tehdy, kdy\u017e stoj\u00ed na pevn\u00e9m z\u00e1kladu. Automatizace nen\u00ed n\u00e1hradou pravideln\u00e9 komunikace. Nen\u00ed to z\u00e1zra\u010dn\u00fd p\u0159\u00edstroj, kter\u00fd ud\u011bl\u00e1 v\u0161e za v\u00e1s. Je to sp\u00ed\u0161 \u0161pi\u010dkov\u00fd n\u00e1stroj v rukou zna\u010dky, kter\u00e1 u\u017e m\u00e1 zvl\u00e1dnut\u00e9 z\u00e1klady.<\/span><\/span><\/p>\n

Kdybych to m\u011bl shrnout jednou v\u011btou:<\/b>
\n<\/b>Automatizace jsou mostem k budoucnosti, ale newslettery jsou cesta, po kter\u00e9 se k tomu mostu dostanete.<\/span><\/p>\n

A nebo je\u0161t\u011b p\u0159esn\u011bji:<\/span>
\n<\/span>Na vysokou \u0161kolu e-mailingu v\u00e1s nepust\u00ed bez maturity.<\/b><\/p>\n\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\tFilip Sl\u00faka\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\n\t\t
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M\u00c1TE OT\u00c1ZKY?<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t
Do not hesitate to contact us.<\/div>\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t