{"id":1862,"date":"2024-12-10T14:02:50","date_gmt":"2024-12-10T14:02:50","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=1862"},"modified":"2024-12-10T14:02:51","modified_gmt":"2024-12-10T14:02:51","slug":"hlavnim-tahounem-black-friday-byl-e-mailing","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2024\/12\/10\/hlavnim-tahounem-black-friday-byl-e-mailing\/","title":{"rendered":"Hlavn\u00edm tahounem Black Friday byl e-mailing"},"content":{"rendered":"\n

Black Friday byl letos op\u011bt extr\u00e9mn\u00ed, a to nejen z pohledu celkov\u00fdch tr\u017eeb, ale tak\u00e9 vyu\u017eit\u00ed marketingov\u00fdch kan\u00e1l\u016f. E-mailingov\u00e1 platforma Ecomail.cz hl\u00e1s\u00ed v\u00edce ne\u017e 64 milion\u016f odeslan\u00fdch e-mail\u016f b\u011bhem kl\u00ed\u010dov\u00e9ho obdob\u00ed od p\u00e1tku 29. listopadu do pond\u011bl\u00ed 2. prosince, p\u0159i\u010dem\u017e klienti zaznamenali v\u00fdrazn\u00fd n\u00e1r\u016fst m\u00edry otev\u0159en\u00ed i konverz\u00ed. R\u016fzn\u00e9 p\u0159\u00edstupy k e-mailingu, segmentaci z\u00e1kazn\u00edk\u016f a kombinaci s dal\u0161\u00edmi reklamn\u00edmi kan\u00e1ly uk\u00e1zaly, jak d\u016fle\u017eitou roli hraje promy\u0161len\u00e1 marketingov\u00e1 strategie. N\u011bkter\u00e9 e-shopy p\u0159edstavily specifick\u00e9 metody, kter\u00e9 vedly ke dvoucifern\u00e9mu r\u016fstu tr\u017eeb, zat\u00edmco jin\u00e9 se zam\u011b\u0159ily na jednodu\u0161\u0161\u00ed \u0159e\u0161en\u00ed a dlouhodobou retenci.<\/strong><\/p>\n\n\n\n

Black Friday je \u010das, kdy z\u00e1kazn\u00edci nejen cht\u011bj\u00ed, ale i pot\u0159ebuj\u00ed nakupovat. Bl\u00ed\u017e\u00edc\u00ed se V\u00e1noce je motivuj\u00ed a v\u00fdhodn\u00e9 slevy na trhu je p\u0159esv\u011bd\u010d\u00ed. Lid\u00e9 jsou p\u0159ipraveni utr\u00e1cet a zejm\u00e9na e-shopy toho maxim\u00e1ln\u011b vyu\u017e\u00edvaj\u00ed, co\u017e zaji\u0161\u0165uje \u00fasp\u011bch tohoto obdob\u00ed. Pro Ecomail.cz byl i leto\u0161n\u00ed Black Friday rekordn\u00ed. Jen b\u011bhem p\u0159edminul\u00e9ho p\u00e1tku bylo prost\u0159ednictv\u00edm jeho e-mailingov\u00e9 platformy rozesl\u00e1no v\u00edce ne\u017e 23 milion\u016f e-mail\u016f. Ve srovn\u00e1n\u00ed s lo\u0148sk\u00fdm rokem to p\u0159edstavuje n\u00e1r\u016fst o p\u0159ibli\u017en\u011b 22 %. \u010c\u00edsla se dr\u017eela vysoko i p\u0159es cel\u00fd v\u00edkend a\u017e do pond\u011bl\u00ed. Z celkov\u00e9ho hlediska byl nejsiln\u011bj\u0161\u00ed p\u00e1tek, hned za n\u00edm n\u00e1sledovala ned\u011ble.<\/p>\n\n\n\n

\u201eNap\u0159\u00edklad v segmentu fashion na\u0161i klienti v p\u00e1tek na Black Friday odeslali o 60 % v\u00edce e-mail\u016f ne\u017e za b\u011b\u017en\u00e9ho provozu. A m\u011bli i lep\u0161\u00ed v\u00fdsledky – m\u00edra proklik\u016f (CTR) z jejich kampan\u00ed byla v pr\u016fm\u011bru o 50 % vy\u0161\u0161\u00ed,\u201c<\/em> uv\u00e1d\u00ed Jakub Stupka, spolumajitel a spoluzakladatel platformy Ecomail.cz<\/strong>. \u201eNa\u0161i klienti nadstandardn\u011b vyu\u017e\u00edvali tak\u00e9 mo\u017enosti SMS marketingu jako dopl\u0148ku sv\u00e9 celkov\u00e9 marketingov\u00e9 strategie. V p\u00e1tek jsme zaznamenali v\u00edce ne\u017e 400% n\u00e1r\u016fst v po\u010dtu odeslan\u00fdch SMS oproti b\u011b\u017en\u00fdm dn\u016fm,\u201c<\/em> dod\u00e1v\u00e1. D\u00edky tomu, \u017ee byl t\u00fdm Ecomail.cz na n\u00e1por p\u0159ipraven, aplikace obst\u00e1la bez jak\u00fdchkoliv probl\u00e9m\u016f.<\/p>\n\n\n\n

Podle dat spole\u010dnosti Seznam.cz sm\u011b\u0159ovalo b\u011bhem Black Friday do jej\u00edch e-mailov\u00fdch schr\u00e1nek 119 milion\u016f zpr\u00e1v, co\u017e je o 4 miliony v\u00edce ne\u017e p\u0159ed rokem. \u201eTento n\u00e1r\u016fst je ur\u010dit\u011b zp\u016fsoben marketingov\u00fdmi rozes\u00edlkami, a\u0165 u\u017e jsou za\u0159azeny do slo\u017eky Hromadn\u00e9, nebo Prim\u00e1rn\u00ed. E-mail rozhodn\u011b nen\u00ed mrtv\u00fd,\u201c <\/em>komentuje \u0160t\u011bp\u00e1nka Lebedov\u00e1, produktov\u00e1 mana\u017eerka v Seznam.cz<\/strong>. Konkr\u00e9tn\u011b minul\u00fd p\u00e1tek byl z\u00e1rove\u0148 zaznamen\u00e1n i vy\u0161\u0161\u00ed po\u010det zpr\u00e1v ve spamu, co\u017e lze p\u0159i\u010d\u00edtat jednak nekal\u00fdm praktik\u00e1m, jednak \u0161patn\u011b technicky nastaven\u00fdm rozes\u00edlk\u00e1m vzhledem k nov\u00fdm pravidl\u016fm.<\/p>\n\n\n\n

V p\u00e1tek to nekon\u010d\u00ed<\/strong><\/p>\n\n\n\n

Nejv\u011bt\u0161\u00ed prodejn\u00ed akci roku si samoz\u0159ejm\u011b nenechali uj\u00edt klienti Ecomail.cz z mnoha r\u016fzn\u00fdch odv\u011btv\u00ed e-commerce. Nap\u0159\u00edklad obchod NaniNails, specializuj\u00edc\u00ed se na nehtovou kosmetiku, zaznamenal nejv\u011bt\u0161\u00ed \u00fasp\u011bch s newsletterem obsahuj\u00edc\u00edm tipy na n\u00e1kup. Tr\u017eby z tohoto newsletteru se b\u011bhem Black Friday zv\u00fd\u0161ily o 36 %, p\u0159i\u010dem\u017e n\u00e1r\u016fst byl zaznamen\u00e1n i u prodejnosti propagovan\u00fdch produkt\u016f. Strategie m\u011bla za c\u00edl nejen motivovat potenci\u00e1ln\u00ed z\u00e1kazn\u00edky k n\u00e1kupu, ale tak\u00e9 jim poskytnout p\u0159ehled o nab\u00eddce e-shopu. To bylo obzvl\u00e1\u0161\u0165 d\u016fle\u017eit\u00e9 pro ty, kte\u0159\u00ed nenakupuj\u00ed pro vlastn\u00ed pot\u0159ebu.<\/p>\n\n\n\n

\u201eNej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed byla varianta s t\u0159emi srd\u00ed\u010dky p\u0159ed textem, kterou jsme n\u00e1sledn\u011b pou\u017eili jako sjednocuj\u00edc\u00ed prvek ve v\u0161ech dal\u0161\u00edch kampan\u00edch. Nejvy\u0161\u0161\u00ed m\u00edru otev\u0159en\u00ed m\u011bly newslettery s konkr\u00e9tn\u00edmi t\u00e9maty, nap\u0159\u00edklad v\u00e1no\u010dn\u00ed d\u00e1rky nebo zimn\u00ed odst\u00edny. Informace o Black Friday byla v t\u011bchto p\u0159\u00edpadech uvedena v pre-headeru spolu s \u010dern\u00fdm srdcem. Pr\u00e1v\u011b konzistentn\u00ed vyu\u017eit\u00ed tohoto prvku a d\u016fraz na promy\u0161len\u00fd \u00favodn\u00ed e-mail vytvo\u0159ily pevn\u00fd z\u00e1klad pro \u00fasp\u011bch cel\u00e9ho Black Friday obdob\u00ed,\u201c<\/em> vysv\u011btluje Jakub Horka, marketingov\u00fd \u0159editel NaniNails<\/strong>.<\/p>\n\n\n\n

E-shop Bezvavlasy.cz, specializuj\u00edc\u00ed se na prodej vlasov\u00e9 kosmetiky, zvolil pro Black Friday odli\u0161nou strategii a nevytv\u00e1\u0159el speci\u00e1ln\u00ed segmentaci z\u00e1kazn\u00edk\u016f. \u201eVsadili jsme na plo\u0161nou rozes\u00edlku, do kter\u00e9 jsme zahrnuli i dlouhodob\u011b neaktivn\u00ed kontakty. Zat\u00edm jsme s touto strategi\u00ed spokojeni \u2013 n\u011bkter\u00e9 kontakty se n\u00e1m poda\u0159ilo o\u017eivit. Hlavn\u00edm d\u016fvodem bylo, \u017ee v\u011bt\u0161ina z\u00e1kazn\u00edk\u016f vyu\u017e\u00edv\u00e1 Black Friday k n\u00e1kupu v\u00e1no\u010dn\u00edch d\u00e1rk\u016f, a personalizovan\u00fd e-mail proto nemus\u00ed b\u00fdt v tomto obdob\u00ed relevantn\u00ed,\u201c<\/em> vysv\u011btluje zvolen\u00fd p\u0159\u00edstup Luk\u00e1\u0161 Ad\u00e1mek, marketingov\u00fd \u0159editel spole\u010dnosti Bezvavlasy.cz<\/strong>. Tr\u017eby d\u00edky t\u00e9to strategii vzrostly o 15 %.<\/p>\n\n\n\n

Ad\u00e1mek se d\u00e1le pl\u00e1nuje zam\u011b\u0159it na retenci z\u00e1kazn\u00edk\u016f po Black Friday, zejm\u00e9na prost\u0159ednictv\u00edm d\u011bkovn\u00fdch e-mail\u016f s exkluzivn\u00edmi nab\u00eddkami na dal\u0161\u00ed n\u00e1kup. Podle n\u011bj je v\u0161ak kl\u00ed\u010dov\u00e9 nepodce\u0148ovat komunika\u010dn\u00ed aktivity ani b\u011bhem roku mimo hlavn\u00ed sez\u00f3nu. Mezi tyto aktivity pat\u0159\u00ed pravideln\u00e1 komunikace prost\u0159ednictv\u00edm newsletter\u016f, zav\u00e1d\u011bn\u00ed atraktivn\u00edch v\u011brnostn\u00edch program\u016f nebo remarketing p\u0159es e-mail a soci\u00e1ln\u00ed s\u00edt\u011b. Letos Bezvavlasy.cz upustily od plo\u0161n\u00fdch slev na kompletn\u00ed sortiment. D\u016fvodem je, \u017ee tyto slevy vedou ke sn\u00ed\u017een\u00ed mar\u017e\u00ed a nep\u0159isp\u00edvaj\u00ed ke zv\u00fd\u0161en\u00ed z\u00e1kaznick\u00e9 loajality.<\/p>\n\n\n\n

Kl\u00ed\u010dov\u00e1 sou\u010d\u00e1st komunika\u010dn\u00edho mixu<\/strong><\/p>\n\n\n\n

Spole\u010dnost Arctic Fox, kter\u00e1 v \u010cesk\u00e9 republice zastupuje \u0161v\u00e9dskou zna\u010dku outdoorov\u00e9ho vybaven\u00ed Fj\u00e4llr\u00e4ven, vyu\u017eila b\u011bhem Black Friday osv\u011bd\u010denou strategii zalo\u017eenou na \u0161irok\u00e9m spektru reklamn\u00edch kan\u00e1l\u016f. Krom\u011b kampan\u011b p\u0159es Ecomail.cz zapojila tak\u00e9 Google Ads, Sklik, Pinterest Ads, TikTok Ads a dal\u0161\u00ed soci\u00e1ln\u00ed s\u00edt\u011b i platformy influencer\u016f. Z\u00e1kazn\u00edk\u016fm nab\u00edzela 30% slevu na v\u0161echny produkty.<\/p>\n\n\n\n

\u201eBlack Friday jsme prot\u00e1hli na cel\u00fd t\u00fdden. Nejprve prob\u00edhal t\u0159i dny exkluzivn\u011b pro registrovan\u00e9 u\u017eivatele a pot\u00e9 dal\u0161\u00edch sedm dn\u00ed pro v\u0161echny. Za toto obdob\u00ed jsme dos\u00e1hli tr\u017eeb p\u0159ibli\u017en\u011b 9 milion\u016f korun brutto. Zafungovaly i doprovodn\u00e9 akce na podporu prodeje, nap\u0159\u00edklad d\u00e1rky k n\u00e1kupu,\u201c <\/em>uv\u00e1d\u00ed Ji\u0159\u00ed Ma\u0161ek, controlling manager spole\u010dnosti Arctic Fox<\/strong>.<\/p>\n\n\n\n

Od\u011bvn\u00ed zna\u010dka Bushman letos marketingov\u011b prodlou\u017eila Black Friday ze 7 na 10 dn\u00ed, \u010d\u00edm\u017e si zajistila meziro\u010dn\u00ed n\u00e1r\u016fst tr\u017eeb o 25 %. E-mailov\u00e1 komunikace e-shopu zprost\u0159edkovala \u010dtvrtinu v\u0161ech online prodej\u016f b\u011bhem Black Friday, skoro 18 tis\u00edc n\u00e1v\u0161t\u011bv a tis\u00edc objedn\u00e1vek. Nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed byly \u00fadajn\u011b hned prvn\u00ed e-maily, navazuj\u00edc\u00ed na spu\u0161t\u011bn\u00ed slev, a posledn\u00ed obsahuj\u00edc\u00ed odpo\u010det do p\u016flnoci.<\/p>\n\n\n\n

\u201eNab\u00edz\u00edme p\u0159edev\u0161\u00edm selektivn\u00ed slevy na zbo\u017e\u00ed z minul\u00fdch kolekc\u00ed. V\u017edy je soust\u0159ed\u00edme do speci\u00e1ln\u00ed kategorie, na kterou c\u00edl\u00edme ve\u0161ker\u00e9 komunika\u010dn\u00ed aktivity. V p\u0159edchoz\u00edch letech jsme tyto slevy kombinovali s denn\u00edmi \u201aheroes\u2018 a loni jsme v polovin\u011b t\u00fddne p\u0159idali druhou v\u00e1rku zbo\u017e\u00ed. Letos jsme zvolili jednodu\u0161\u0161\u00ed p\u0159\u00edstup \u2013 v\u0161echny slevy jsme odhalili najednou, e-mailingy pos\u00edlali obden, a SMS jsme odeslali dvakr\u00e1t, poka\u017ed\u00e9 v\u0161ak na jinou c\u00edlovou skupinu,\u201c<\/em> popisuje Jana Lenkov\u00e1, marketingov\u00e1 a obchodn\u00ed \u0159editelka zna\u010dky Bushman<\/strong>.<\/p>\n\n\n\n

Aktivity Bushman pokra\u010duj\u00ed i po Black Friday, p\u0159i\u010dem\u017e se zam\u011b\u0159uj\u00ed p\u0159edev\u0161\u00edm na n\u00e1kup v\u00e1no\u010dn\u00edch d\u00e1rk\u016f. E-shop v sou\u010dasn\u00e9 dob\u011b vyu\u017e\u00edv\u00e1 denn\u00ed videa a zjednodu\u0161en\u00fd e-mailing, jeho\u017e c\u00edlem je usnadnit z\u00e1kazn\u00edk\u016fm n\u00e1kupn\u00ed proces a motivovat je k osobn\u00edmu odb\u011bru na prodejn\u00e1ch. Jak se ukazuje v\u00a0p\u0159\u00edpad\u011b v\u0161ech uveden\u00fdch e-shop\u016f, celoro\u010dn\u00ed retence je tou nejlep\u0161\u00ed strategi\u00ed, jak vyt\u011b\u017eit z\u00a0Black Friday co nejv\u00edce.<\/p>\n\n\n\n

Foto: AdobeStock<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Black Friday byl letos op\u011bt extr\u00e9mn\u00ed, a to nejen z pohledu celkov\u00fdch tr\u017eeb, ale tak\u00e9 vyu\u017eit\u00ed marketingov\u00fdch kan\u00e1l\u016f. E-mailingov\u00e1 platforma<\/p>\n","protected":false},"author":1,"featured_media":1863,"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":[136,138,116,135,118,134,113,115,137,133],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/1862"}],"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=1862"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/1862\/revisions"}],"predecessor-version":[{"id":1864,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/1862\/revisions\/1864"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/1863"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=1862"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=1862"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=1862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}