{"id":4303,"date":"2014-09-18T07:39:12","date_gmt":"2014-09-18T07:39:12","guid":{"rendered":"http:\/\/emailchef.com\/cs\/?page_id=4303"},"modified":"2021-07-09T09:24:27","modified_gmt":"2021-07-09T09:24:27","slug":"jak-vytvorit-newsletter","status":"publish","type":"page","link":"https:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/","title":{"rendered":"Jak vytvo\u0159it newsletter"},"content":{"rendered":"

Jak jist\u011b zn\u00e1te, newsletter kampa\u0148 \u2013 a email marketingov\u00e1 obecn\u011b \u2013 je vzru\u0161uj\u00edc\u00ed cestou jak udr\u017eovat vztah s va\u0161imi u\u017eivateli. Existuje mnoho lid\u00ed, kte\u0159\u00ed tvrd\u00ed, \u017ee \u201eemail je mrtv\u00fd\u201c kv\u016fli soci\u00e1ln\u00edm m\u00e9di\u00edm (p\u0159ed lety) a instantn\u00edm zpr\u00e1v\u00e1m (nyn\u00ed).<\/p>\n

Tyto rozhovory o neefektivnosti email marketingu jsou hodn\u011b p\u0159ece\u0148ovan\u00e9. Pravdou je, \u017ee vytvo\u0159en\u00ed spr\u00e1vn\u00e9 emailov\u00e9 kampan\u011b je st\u00e1le nejv\u00fdnosn\u011bj\u0161\u00ed marketingov\u00fd n\u00e1stroj, s nejvy\u0161\u0161\u00ed pr\u016fm\u011brnou n\u00e1vratnost\u00ed investic (ROI) mezi v\u0161emi ostatn\u00edmi.<\/p>\n

Samoz\u0159ejm\u011b, je tu n\u011bco, o \u010dem je dobr\u00e9 p\u0159em\u00fd\u0161let: emaily nevyhnuteln\u011b soupe\u0159\u00ed s konkurenc\u00ed jin\u00fdch zp\u016fsob\u016f digit\u00e1ln\u00ed komunikace a pozornost u\u017eivatel\u016f je mnohem v\u00edce rozpolcen\u00e1, ne\u017e tomu bylo p\u0159ed lety. Spr\u00e1vnou reakc\u00ed na tyto argumenty nen\u00ed zatracen\u00ed email\u016f a email marketingu jako p\u0159e\u017eitou v\u011bc \u2013 proto\u017ee to nen\u00ed. Rad\u011bji by se m\u011bly vytvo\u0159it lep\u0161\u00ed a intenzivn\u011bj\u0161\u00ed emaily k zaujet\u00ed publika a dok\u00e1z\u00e1n\u00ed hodnoty va\u0161\u00ed zna\u010dky a obsahu.<\/p>\n

Tak\u017ee se vrac\u00edme zp\u00e1tky k z\u00e1klad\u016fm: jak stvo\u0159it dobr\u00fd newsletter? N\u00ed\u017ee jsme sesb\u00edrali nejlep\u0161\u00ed doporu\u010den\u00ed jak vytvo\u0159it opravdu efektivn\u00ed hromadn\u00fd email. V\u011b\u0159\u00edm, \u017ee si to u\u017eijete.<\/p>\n

1. Nejprve je tu obsah.<\/strong><\/h4>\n

O \u010dem byste m\u011bli nejd\u0159\u00edve uva\u017eovat je to, jak newsletter kampa\u0148 pasuje do va\u0161\u00ed obecn\u011bj\u0161\u00ed obsahov\u00e9 strategie. To m\u00ed\u0159\u00ed na celou koncepci a management va\u0161eho (vizu\u00e1ln\u00edho i psan\u00e9ho) obsahu, a to je v\u0161e \u2013 a\u0165 se jedn\u00e1 o prodeje, n\u00e1v\u0161t\u011bvn\u00edky nebo cokoli jin\u00e9ho.
\nTo m\u016f\u017ee zn\u00edt trochu abstraktn\u011b, ale v podstat\u011b je to velmi jednoduch\u00e9: je to o tom v\u017edy se sna\u017eit dod\u00e1vat nejnov\u011bj\u0161\u00ed, zaj\u00edmav\u00fd a relevantn\u00ed novinky a nab\u00eddky.<\/p>\n

Tak\u017ee dobr\u00e1 emailov\u00e1 kampa\u0148 by nikdy nem\u011bla b\u00fdt improvizac\u00ed jako nap\u0159. \u201eAaa, pod\u00edvejme se, co m\u016f\u017eeme vyhodit tento t\u00fdden na\u0161im u\u017eivatel\u016fm\u201c: na druhou stranu byste m\u011bli strukturovat pe\u010dliv\u00fd pl\u00e1n alespo\u0148 m\u011bs\u00edc po m\u011bs\u00edci \u2013 podle toho co v\u00e1\u0161 business nab\u00eddne a va\u0161ich pl\u00e1n\u016f v\u00fdroby.
\nA posledn\u00ed tip: pln\u00e1 interakce mezi v\u0161emi odd\u011blen\u00edmi je pro vytvo\u0159en\u00ed efektivn\u00ed emailov\u00e9 strategie a obsahu velmi d\u016fle\u017eit\u00e1.<\/p>\n

2. Vyberte spr\u00e1vn\u00e9 p\u0159\u00edjemce.<\/strong><\/h4>\n

Jedno d\u016fle\u017eit\u00e9 pravidlo email marketingu je, \u017ee mus\u00edte pos\u00edlat sv\u00e9 newslettery pouze lidem, kte\u0159\u00ed s t\u00edm souhlasili: tedy t\u011bm, co dali p\u0159\u00edm\u00fd souhlas se zas\u00edl\u00e1n\u00edm email\u016f. Budov\u00e1n\u00ed a r\u016fst kontaktn\u00edch seznam\u016f je jednou z nejt\u011b\u017e\u0161\u00edch \u010d\u00e1st\u00ed cel\u00e9 pr\u00e1ce; pro v\u00edce informac\u00ed \u010dt\u011bte n\u00e1\u0161 \u010dl\u00e1nek o tom, jak jej spr\u00e1vn\u011b budovat.<\/p>\n

Kdy\u017e p\u0159ijde \u010das na posl\u00e1n\u00ed newsletteru, je d\u016fle\u017eit\u00e9 vybrat nejlep\u0161\u00ed p\u0159\u00edjemce pro ka\u017edou jednotlivou zpr\u00e1vu. Ne v\u0161ichni lid\u00e9 na seznamu jsou stejn\u00ed! Na m\u00edru p\u0159ipraven\u00e1 nab\u00eddka m\u00e1 mnohem v\u00edce \u0161anc\u00ed na \u00fasp\u011bch ne\u017e obecn\u00e1; proto segmentace a vytv\u00e1\u0159en\u00ed skupinek zalo\u017een\u00fdch na z\u00e1jmech, v\u011bku, atd., je zdroj k nezaplacen\u00ed a k vylep\u0161en\u00ed va\u0161ich kampan\u00ed.<\/p>\n

Tak\u00e9 nezapome\u0148te v\u017edy dvakr\u00e1t ov\u011b\u0159it, \u017ee jste vybrali spr\u00e1vnou skupinku \u2013 p\u0159ehmaty jsou zde pom\u011brn\u011b \u010dast\u00e9\u2026<\/p>\n

3. Navrhn\u011bte si fantastickou, a na va\u0161i firmu a zna\u010dku zam\u011b\u0159enou HTML \u0161ablonu.<\/strong><\/h4>\n

Nikdy nebudeme dosti zd\u016fraz\u0148ovat jakou d\u016fle\u017eitost m\u00e1 opravdu profesion\u00e1ln\u00ed emailov\u00e1 \u0161ablona. V\u00e1\u0161 obsah je nutn\u00e9 organizovat do celistv\u00e9ho toku, a pouze HTML vzhled m\u016f\u017ee zajistit nejlep\u0161\u00ed zku\u0161enost e \u010dten\u00edm pro u\u017eivatele.<\/p>\n

N\u011bkolik rad:<\/p>\n

    \n
  • nep\u0159e\u017ee\u0148te d\u00e9lku (v\u017edy myslete na to, \u017ee v\u00e1\u0161 email m\u016f\u017ee b\u00fdt otev\u0159en\u00fd na chytr\u00e9m telefonu);<\/li>\n
  • k\u00f3d zpr\u00e1vy mus\u00ed b\u00fdt bezchybn\u00fd, proto\u017ee ne\u010dist\u00fd HTML k\u00f3d m\u016f\u017ee zp\u016fsobit velk\u00e9 probl\u00e9my p\u0159i zobrazen\u00ed;<\/li>\n
  • navrhn\u011bte design, kter\u00fd je shodn\u00fd s va\u0161\u00ed firemn\u00ed zna\u010dkou (a stylem webov\u00fdch str\u00e1nek);<\/li>\n
  • udr\u017ete je lehk\u00e9 a jednoduch\u00e9 a vyvarujte se velk\u00fdm obr\u00e1zk\u016fm a nesrozumiteln\u00e9 grafice;<\/li>\n
  • v\u017edy vlo\u017ete i alternativn\u00ed text ke v\u0161em obr\u00e1zk\u016fm (proto\u017ee mnoho emailov\u00fdch klient\u016f je defaultn\u011b zablokuj\u00ed);<\/li>\n
  • ujist\u011bte se, \u017ee va\u0161e ak\u010dn\u00ed \u010d\u00e1st je tak\u00e9 viditeln\u00e1 v pouze textov\u00e9m zobrazen\u00ed.<\/li>\n<\/ul>\n

    Pokud c\u00edt\u00edte, \u017ee nejste schopni vytvo\u0159it takovou \u0161ablonu \u2013 nebo nejste spokojeni s \u017e\u00e1dnou zakoupenou \u2013 m\u016f\u017eete si zakoupit sv\u016fj profesion\u00e1ln\u00ed software na tvorbu newsletter\u016f. Jen p\u00e1r drag&drop tah\u016f a z\u00edsk\u00e1te \u00fa\u017easn\u00fd n\u00e1vrh s perfektn\u00edm HTML \u2013 bez nutnosti napsat jedin\u00fd \u0159\u00e1dek k\u00f3du, a s jistotou, \u017ee v\u00e1\u0161 email bude vypadat dob\u0159e na v\u0161em emailov\u00fdch klientech a webmailech.<\/p>\n

    3. Napi\u0161te p\u016fsobiv\u00fd p\u0159edm\u011bt zpr\u00e1vy.<\/strong><\/h4>\n

    M\u016f\u017ee to zn\u00edt neskute\u010dn\u011b, ale i dnes dost\u00e1v\u00e1me a vid\u00edme newslettery s dlouh\u00fdm, \u0161kared\u00fdm, \u0161patn\u011b napsan\u00fdm nebo dokonce p\u0159eru\u0161en\u00fdm p\u0159edm\u011btem zpr\u00e1vy. Z\u00edskat n\u011b\u010d\u00ed pozornost p\u0159i prohl\u00ed\u017een\u00ed sv\u00e9ho inboxu je extr\u00e9mn\u011b obt\u00ed\u017en\u00e9: tak\u017ee jedinou cestou jak b\u00fdt vid\u011bt mezi des\u00edtkami jin\u00fdch hromadn\u00fdch email\u016f je napsat nejlep\u0161\u00ed p\u0159edm\u011bt zpr\u00e1vy, jak\u00fd um\u00edte.<\/p>\n

    N\u011bkolik dobr\u00fdch rad: udr\u017ete jej stru\u010dn\u00fd (m\u00e9n\u011b ne\u017e 50 znak\u016f), nepou\u017e\u00edvejte \u017e\u00e1dn\u00e9 spamov\u00e9 slova a symboly (\u201ehotovost\u201c, \u201enab\u00eddka zdarma\u201c, vyk\u0159i\u010dn\u00edky nebo “$$”…), nebu\u010fte p\u0159\u00edli\u0161 obecn\u00ed (“Newsletter \u010d. 24” \u2013 pro\u010d by se m\u011bl o to n\u011bkdo zaj\u00edmat?), a sna\u017ete se navnadit na to co je uvnit\u0159 ne\u017e to dlouze popisovat. C\u00edlem p\u0159edm\u011btu zpr\u00e1vy je, aby p\u0159\u00edjemce zpr\u00e1vu otev\u0159el, a nic v\u00edce: jakmile je toho dosa\u017eeno, zbytek u\u017e je na va\u0161em obsahu.<\/p>\n

    4. P\u0159idejte odkaz na odhl\u00e1\u0161en\u00ed.<\/strong><\/h4>\n

    Mus\u00edte v\u017edy \u2013 a to v\u017edy zd\u016fraz\u0148ujeme \u2013 nab\u00eddnout rychl\u00fd zp\u016fsob pro odhl\u00e1\u0161en\u00ed ze zas\u00edl\u00e1n\u00ed newsletter\u016f. Jednoduch\u00fd odkaz v z\u00e1pat\u00ed je spr\u00e1vnou volbou (a Emailchef v\u00e1m to d\u00e1v\u00e1 automaticky).<\/p>\n

    Pro\u010d? Proto\u017ee je nezbytn\u00e9 ct\u00edt z\u00e1kon a tak\u00e9 to hodn\u011b pom\u016f\u017ee p\u0159i \u0159e\u0161en\u00ed probl\u00e9m\u016f se spamem: p\u0159edstavte si osobu, kter\u00e1 si ji\u017e nep\u0159eje dost\u00e1vat va\u0161i komunikaci, ale nev\u00ed, jak se odhl\u00e1sit \u2013 pak samoz\u0159ejm\u011b ode\u0161le v\u00e1\u0161 email do spamov\u00e9ho ko\u0161e. A to velmi negativn\u011b ovlivn\u00ed va\u0161i doru\u010ditelnost. A nav\u00edc je to o m\u00ed\u0159e respektu. Ten va\u0161i p\u0159\u00edjemci cht\u011bj\u00ed, jako ka\u017ed\u00fd.<\/p>\n

    5. Pozorn\u011b si v\u0161e po sob\u011b p\u0159e\u010dt\u011bte.<\/strong><\/h4>\n

    V\u017edy se n\u011bkde skr\u00fdv\u00e1 n\u011bjak\u00fd p\u0159eklep. A jak to ji\u017e tak b\u00fdv\u00e1, m\u016f\u017ee tam b\u00fdt i n\u011bkolik mnohem z\u00e1va\u017en\u011bj\u0161\u00edch chyb \u2013 nap\u0159\u00edklad nefunk\u010dn\u00ed odkaz na va\u0161em ak\u010dn\u00edm tla\u010d\u00edtku nebo \u0161patn\u00fd popis nab\u00eddky. Dejte tomu trochu \u010dasu a p\u0159e\u010dt\u011bte si pozorn\u011b sv\u016fj email, ne\u017e jej ode\u0161lete. Stoj\u00ed to za to.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Jak jist\u011b zn\u00e1te, newsletter kampa\u0148 \u2013 a email marketingov\u00e1 obecn\u011b \u2013 je vzru\u0161uj\u00edc\u00ed cestou jak udr\u017eovat vztah s va\u0161imi u\u017eivateli. Existuje mnoho lid\u00ed, kte\u0159\u00ed tvrd\u00ed, \u017ee \u201eemail je mrtv\u00fd\u201c kv\u016fli soci\u00e1ln\u00edm m\u00e9di\u00edm (p\u0159ed lety) a instantn\u00edm zpr\u00e1v\u00e1m (nyn\u00ed). Tyto rozhovory o neefektivnosti email marketingu jsou hodn\u011b p\u0159ece\u0148ovan\u00e9. Pravdou je, \u017ee vytvo\u0159en\u00ed spr\u00e1vn\u00e9 emailov\u00e9 kampan\u011b je […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":150,"comment_status":"closed","ping_status":"closed","template":"g1_template_page_sidebar_right.php","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"g1_relation_tag":[13],"class_list":["post-4303","page","type-page","status-publish","hentry","g1_relation_tag-newsletter-basic-practices"],"acf":[],"yoast_head":"\nJak vytvo\u0159it newsletter - Emailchef<\/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:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/\" \/>\n<meta name=\"twitter:label1\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minuty\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Jak vytvo\u0159it newsletter - Emailchef","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/","twitter_misc":{"Odhadovan\u00e1 doba \u010dten\u00ed":"4 minuty"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/","url":"https:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/","name":"Jak vytvo\u0159it newsletter - Emailchef","isPartOf":{"@id":"https:\/\/emailchef.com\/cs\/#website"},"datePublished":"2014-09-18T07:39:12+00:00","dateModified":"2021-07-09T09:24:27+00:00","breadcrumb":{"@id":"https:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/emailchef.com\/cs\/jak-vytvorit-newsletter\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/emailchef.com\/cs\/emailchef-sluzby-email-marketingu\/"},{"@type":"ListItem","position":2,"name":"Jak vytvo\u0159it newsletter"}]},{"@type":"WebSite","@id":"https:\/\/emailchef.com\/cs\/#website","url":"https:\/\/emailchef.com\/cs\/","name":"Emailchef","description":"Chutn\u00e9 recepty pro email marketing","publisher":{"@id":"https:\/\/emailchef.com\/cs\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/emailchef.com\/cs\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/emailchef.com\/cs\/#organization","name":"Delivery Tech Corp.","url":"https:\/\/emailchef.com\/cs\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/emailchef.com\/cs\/#\/schema\/logo\/image\/","url":"https:\/\/emailchef.com\/wp-content\/uploads\/2022\/04\/logo-sama.png","contentUrl":"https:\/\/emailchef.com\/wp-content\/uploads\/2022\/04\/logo-sama.png","width":237,"height":80,"caption":"Delivery Tech Corp."},"image":{"@id":"https:\/\/emailchef.com\/cs\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/pages\/4303"}],"collection":[{"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/comments?post=4303"}],"version-history":[{"count":2,"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/pages\/4303\/revisions"}],"predecessor-version":[{"id":45158,"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/pages\/4303\/revisions\/45158"}],"wp:attachment":[{"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/media?parent=4303"}],"wp:term":[{"taxonomy":"g1_relation_tag","embeddable":true,"href":"https:\/\/emailchef.com\/cs\/wp-json\/wp\/v2\/g1_relation_tag?post=4303"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}