{"id":1844,"date":"2024-11-26T11:22:52","date_gmt":"2024-11-26T11:22:52","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=1844"},"modified":"2024-11-26T11:22:53","modified_gmt":"2024-11-26T11:22:53","slug":"na-black-friday-se-e-shopy-musi-pripravovat-celorocni-mini-jakub-stupka-z-ecomail-cz","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2024\/11\/26\/na-black-friday-se-e-shopy-musi-pripravovat-celorocni-mini-jakub-stupka-z-ecomail-cz\/","title":{"rendered":"Na Black Friday se e-shopy mus\u00ed p\u0159ipravovat celoro\u010dn\u00ed, m\u00edn\u00ed Jakub Stupka z Ecomail.cz"},"content":{"rendered":"\n<p><strong>Black Friday, kter\u00fd letos p\u0159ipad\u00e1 na 29. listopadu, u\u017e d\u00e1vno nen\u00ed jen americkou tradic\u00ed \u2013<\/strong><strong>\u2060<\/strong><strong> stal se glob\u00e1ln\u00edm fenom\u00e9nem, kter\u00fd v\u00fdrazn\u011b ovliv\u0148uje i \u010desk\u00fd trh. Pro firmy p\u0159edstavuje nejen velkou p\u0159\u00edle\u017eitost, ale tak\u00e9 v\u00fdzvu, jak usp\u011bt ve vysoce konkuren\u010dn\u00edm prost\u0159ed\u00ed. Podle marketingov\u00fdch expert\u016f obstoj\u00ed ti, kte\u0159\u00ed v\u011bnuj\u00ed \u010das kvalitn\u00ed p\u0159\u00edprav\u011b, promy\u0161len\u00e9mu marketingu a dok\u00e1\u017eou zaujmout z\u00e1kazn\u00edky origin\u00e1ln\u00edm obsahem. Jak efektivn\u011b vyu\u017e\u00edt e-mailing a dal\u0161\u00ed strategie, aby va\u0161e firma vyt\u011b\u017eila Black Friday na maximum a udr\u017eela si nov\u00e9 z\u00e1kazn\u00edky i po jeho skon\u010den\u00ed?<\/strong><\/p>\n\n\n\n<p>A\u010dkoli jde p\u016fvodn\u011b o americkou tradici pevn\u011b spjatou s Dnem d\u00edk\u016fvzd\u00e1n\u00ed, ani \u010desk\u00e9 firmy a agentury si dnes nedovol\u00ed Black Friday ignorovat. Jednodu\u0161e proto, \u017ee se jedn\u00e1 o jednu z nejv\u011bt\u0161\u00edch prodejn\u00edch akc\u00ed roku, na kterou si u\u017e zvykli i tuzem\u0161t\u00ed spot\u0159ebitel\u00e9. Sv\u00fdm zp\u016fsobem p\u0159ipom\u00edn\u00e1 efekt sn\u011bhov\u00e9 koule \u2013 n\u011bkte\u0159\u00ed prodejci tuto praktiku p\u0159ijali, a ostatn\u00edm nezb\u00fdv\u00e1, ne\u017e je n\u00e1sledovat. Plat\u00ed, \u017ee \u010dtvrt\u00fd listopadov\u00fd p\u00e1tek usp\u011bj\u00ed ti, kte\u0159\u00ed nepodcenili p\u0159\u00edpravy. A kvalitn\u00ed marketing je jednou ze z\u00e1kladn\u00edch ingredienc\u00ed \u00fasp\u011bchu.<\/p>\n\n\n\n<p>V obdob\u00ed p\u0159ed, b\u011bhem a po Black Friday sm\u011b\u0159uje do e-mailov\u00fdch schr\u00e1nek spot\u0159ebitel\u016f nep\u0159ebern\u00e9 mno\u017estv\u00ed prodejn\u00edch e-mail\u016f a newsletter\u016f. Bylo by naivn\u00ed si myslet, \u017ee adres\u00e1t v\u011bnuje v\u0161em stejnou pozornost. Firmy by proto m\u011bly db\u00e1t na to, aby jejich rozes\u00edlka byla rozpoznateln\u00e1, unik\u00e1tn\u00ed a zapamatovateln\u00e1. Pr\u00e1v\u011b kvalitn\u00ed obsah je t\u00edm, co odli\u0161uje efektivn\u00ed kampa\u0148 od neefektivn\u00ed. Vypl\u00e1c\u00ed se kl\u00e1st d\u016fraz na sd\u011blen\u00ed, kter\u00e1 maj\u00ed p\u0159idanou hodnotu a rezonuj\u00ed se z\u00e1kazn\u00edky.<\/p>\n\n\n\n<p><em>\u201eKobercov\u00e9 n\u00e1lety plo\u0161n\u00fdch kampan\u00ed jsou minulost\u00ed. Pokud chcete usp\u011bt, mus\u00edte celoro\u010dn\u011b pracovat s datab\u00e1z\u00ed,\u201c<\/em> vysv\u011btluje Jakub Stupka, spoluzakladatel e-mailingov\u00e9 platformy Ecomail.cz. <em>\u201eProdejn\u00ed e-maily je nutn\u00e9 vyva\u017eovat t\u011bmi, kter\u00e9 z\u00e1kazn\u00edk\u016fm p\u0159in\u00e1\u0161ej\u00ed p\u0159idanou hodnotu, aby pravideln\u00fd kontakt vn\u00edmali jako u\u017eite\u010dn\u00fd. Kdy\u017e se z\u00e1kazn\u00edkovi pravideln\u011b p\u0159ipom\u00edn\u00e1te a nab\u00edz\u00edte mu nejen produkty, ale i relevantn\u00ed obsah, m\u00e1te v\u011bt\u0161\u00ed \u0161anci, \u017ee p\u0159i Black Friday s\u00e1hne pr\u00e1v\u011b po va\u0161\u00ed nab\u00eddce,\u201c<\/em> dod\u00e1v\u00e1.<\/p>\n\n\n\n<p>Podobn\u011b hovo\u0159\u00ed i Ond\u0159ej Ku\u017e\u00edlek, zakladatel a gener\u00e1ln\u00ed \u0159editel marketingov\u00e9 agentury Webscale: <em>\u201eV\u0161ichni v\u011bd\u00ed, co Black Friday je, nen\u00ed t\u0159eba nic slo\u017eit\u011b vysv\u011btlovat. Zam\u011b\u0159te se na jednoduchost \u2013 jasn\u00e1 sleva, uk\u00e1zka produktu a viditeln\u00e9 CTA. Pro v\u00e1s je to jedna z nejv\u011bt\u0161\u00edch prodejn\u00edch p\u0159\u00edle\u017eitost\u00ed roku, kter\u00e1 v\u0161ak mus\u00ed b\u00fdt dob\u0159e napl\u00e1nov\u00e1na. Black Friday nen\u00ed jen jeden den, ale \u010dasto n\u011bkolikam\u011bs\u00ed\u010dn\u00ed akce rozd\u011blen\u00e1 do f\u00e1z\u00ed.\u201c<\/em> Na za\u010d\u00e1tku je podle n\u011bj kl\u00ed\u010dov\u00e9 z\u00e1kazn\u00edka informovat, pot\u00e9 postupn\u011b gradovat slevy, v\u010das upozornit na konec akce a vyvolat efekt FOMO. V z\u00e1v\u011bru lze akci \u201ep\u0159ekvapiv\u011b\u201c prodlou\u017eit.<\/p>\n\n\n\n<p><strong>N\u011bco za n\u011bco<\/strong><\/p>\n\n\n\n<p>Black Friday je celosv\u011btov\u00fd fenom\u00e9n a pomysln\u00e1 vstupn\u00ed br\u00e1na do hlavn\u00ed n\u00e1kupn\u00ed sez\u00f3ny, kam samoz\u0159ejm\u011b spadaj\u00ed i V\u00e1noce. Ze zji\u0161t\u011bn\u00ed Asociace pro elektronickou komerci (APEK) vypl\u00fdv\u00e1, \u017ee minim\u00e1ln\u011b 80 % \u010desk\u00e9 online populace pl\u00e1nuje b\u011bhem hlavn\u00ed sez\u00f3ny nakupovat na internetu, p\u0159edev\u0161\u00edm v\u00e1no\u010dn\u00ed d\u00e1rky. T\u00e9m\u011b\u0159 polovina respondent\u016f chce v\u011bt\u0161inu t\u011bchto d\u00e1rk\u016f po\u0159\u00eddit pr\u00e1v\u011b t\u00edmto zp\u016fsobem. Nejv\u011bt\u0161\u00ed \u010d\u00e1st z nich nav\u00edc nehodl\u00e1 s p\u0159\u00edpravami ot\u00e1let a pova\u017euje Black Friday v druh\u00e9 polovin\u011b listopadu za ide\u00e1ln\u00ed p\u0159\u00edle\u017eitost k zah\u00e1jen\u00ed n\u00e1kup\u016f.<\/p>\n\n\n\n<p>Aby firmy usp\u011bly v konkuren\u010dn\u00edm prost\u0159ed\u00ed, m\u011bly by do tohoto obdob\u00ed vstupovat s konkr\u00e9tn\u00ed strategi\u00ed a jasn\u011b definovan\u00fdmi c\u00edli. P\u0159edv\u00e1no\u010dn\u00ed i pov\u00e1no\u010dn\u00ed obdob\u00ed je ide\u00e1ln\u00ed \u010das pro z\u00edsk\u00e1v\u00e1n\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f i udr\u017een\u00ed st\u00e1vaj\u00edc\u00edch. Kontakty do datab\u00e1ze lze obohatit prost\u0159ednictv\u00edm formul\u00e1\u0159\u016f, slevov\u00fdch kupon\u016f nebo sout\u011b\u017e\u00ed. Z\u00e1kazn\u00edci jsou ochotni poskytnout sv\u00e9 kontaktn\u00ed \u00fadaje v\u00fdm\u011bnou za hodnotn\u00fd obsah.<\/p>\n\n\n\n<p><em>\u201ePro n\u00e1\u0161 e-shop je pl\u00e1nov\u00e1n\u00ed sez\u00f3nn\u00ed strategie kl\u00ed\u010dov\u00e9. Umo\u017e\u0148uje n\u00e1m l\u00e9pe p\u0159izp\u016fsobit nab\u00eddku a marketingov\u00e9 aktivity pot\u0159eb\u00e1m z\u00e1kazn\u00edk\u016f v r\u016fzn\u00fdch obdob\u00edch roku,\u201c <\/em>\u0159\u00edk\u00e1 Michaela Ivan Reichov\u00e1, marketingov\u00e1 mana\u017eerka e-shopu Hezkynabytek.cz. <em>\u201eEfektivn\u011b na\u010dasovan\u00e9 kampan\u011b a optimalizovan\u00e9 z\u00e1soby n\u00e1m umo\u017e\u0148uj\u00ed nab\u00edzet atraktivn\u00ed produkty a akce b\u011bhem cel\u00e9ho roku.\u201c<\/em><\/p>\n\n\n\n<p>Znalost c\u00edlov\u00e9 skupiny je z\u00e1kladem, kter\u00e9mu by m\u011bla odpov\u00eddat forma i t\u00f3n komunikace. <em>\u201eSegmentace kontakt\u016f podle aktivity, z\u00e1jmu nebo demografick\u00fdch \u00fadaj\u016f v\u00fdrazn\u011b zvy\u0161uje efektivitu kampan\u00ed. <\/em>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<em>Kl\u00ed\u010dov\u00e9 je <\/em><em>to co vid\u00ed p\u0159\u00edjemce ve sv\u00e9 schr\u00e1nce jako prvn\u00ed <\/em><em>\u2013 jm\u00e9no odes\u00edlatele, p\u0159edm\u011bt e-mailu nebo preheader se mohou jevit jako detaily, ale pr\u00e1v\u011b na nich z\u00e1le\u017e\u00ed,\u201d<\/em> dod\u00e1v\u00e1 Stupka z Ecomail.cz.<\/p>\n\n\n\n<p><em>\u201eV RealGeeku pos\u00edl\u00e1me m\u011bs\u00ed\u010dn\u011b n\u011bkolik segmentovan\u00fdch sez\u00f3nn\u00edch mailing\u016f, kter\u00e9 stabiln\u011b p\u0159in\u00e1\u0161ej\u00ed konverze. Nejlep\u0161\u00ed zku\u0161enost v\u0161ak m\u00e1me s mailingy typu waitlist. Z\u00e1kazn\u00edci se n\u011bkolik t\u00fddn\u016f p\u0159edem p\u0159ihla\u0161uj\u00ed k odb\u011bru novinek o zaj\u00edmav\u00e9m produktu a my jim p\u0159i spu\u0161t\u011bn\u00ed d\u00e1v\u00e1me v\u011bd\u011bt jako prvn\u00edm,\u201c<\/em> podot\u00fdk\u00e1 Tereza Bartekov\u00e1, spolumajitelka e-shopu RealGeek.<\/p>\n\n\n\n<p>Kvalitn\u00ed e-mailing zahrnuje nejen obsah, ale i vizu\u00e1ln\u00ed prezentaci. Sez\u00f3nn\u00ed vzhled e-mail\u016f lze podpo\u0159it GIFy, odpo\u010dty nebo prvky gamifikace. Obl\u00edben\u00e9 jsou nap\u0159\u00edklad adventn\u00ed kalend\u00e1\u0159e \u010di d\u00e1rkov\u00e9 pr\u016fvodce. D\u016fle\u017eit\u00e9 je nepodcenit technick\u00e9 testov\u00e1n\u00ed \u2013 \u0161ablony mus\u00ed fungovat i v dark mode nebo na r\u016fzn\u00fdch opera\u010dn\u00edch syst\u00e9mech.<\/p>\n\n\n\n<p>Ka\u017ed\u00fd Black Friday jednou skon\u010d\u00ed, ale firmy by m\u011bly pamatovat na to, \u017ee z\u00edskan\u00e9 z\u00e1kazn\u00edky je t\u0159eba udr\u017eet. Pr\u016fb\u011b\u017en\u00e9 sledov\u00e1n\u00ed report\u016f pom\u00e1h\u00e1 zlep\u0161ovat v\u00fdsledky a maximalizovat efekt z kampan\u00ed. Pokud se v\u00e1m poda\u0159\u00ed z\u00e1kazn\u00edka oslovit b\u011bhem Black Friday, je u\u017e jen na v\u00e1s, zda u v\u00e1s v nov\u00e9m roce nakoup\u00ed opakovan\u011b.<\/p>\n\n\n\n<p><em>Foto: Ecomail.cz<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Black Friday, kter\u00fd letos p\u0159ipad\u00e1 na 29. listopadu, u\u017e d\u00e1vno nen\u00ed jen americkou tradic\u00ed \u2013\u2060 stal se glob\u00e1ln\u00edm fenom\u00e9nem, kter\u00fd<\/p>\n","protected":false},"author":1,"featured_media":1845,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout"},"categories":[58],"tags":[116,118,113,115,112,114,117],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/1844"}],"collection":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/comments?post=1844"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/1844\/revisions"}],"predecessor-version":[{"id":1846,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/1844\/revisions\/1846"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/1845"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=1844"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=1844"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=1844"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}