{"id":166,"date":"2015-08-27T09:25:54","date_gmt":"2015-08-27T07:25:54","guid":{"rendered":"http:\/\/blog.gopay.com\/?p=166"},"modified":"2023-08-30T13:50:07","modified_gmt":"2023-08-30T11:50:07","slug":"jak-na-mailingy-cast-ii","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/jak-na-mailingy-cast-ii\/","title":{"rendered":"Jak na mailingy \u2013 \u010d\u00e1st II."},"content":{"rendered":"<p>U\u017e jsme spolu mluvili o tom, <a href=\"http:\/\/blog.gopay.com\/nepodcenujte-e-mailove-kampane\/\" target=\"_blank\" rel=\"noopener\">jak je d\u016fle\u017eit\u00e9 si vybrat spr\u00e1vn\u00fd mailingov\u00fd n\u00e1stroj<\/a>. Te\u010f se zam\u011b\u0159\u00edme na praktickou \u010d\u00e1st v\u011bci. Co v\u0161echno si mysl\u00edte, \u017ee by spr\u00e1vn\u00fd mailing m\u011bl obsahovat a jak by m\u011bl vypadat? Ne, \u017ee by to tedy byla n\u011bjak\u00e1 extra v\u011bda, ale je pravda, \u017ee abyste zaujali, mus\u00edte m\u00edt trochu pod \u010depic\u00ed;-)<!--more--><\/p>\n<p><b>Na vzhledu nez\u00e1le\u017e\u00ed? Ale ano!<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Za\u010dneme od z\u00e1kladu. Od \u0161ablony. Kdybyste stav\u011bli d\u016fm, tak\u00e9 neza\u010dnete od st\u0159echy, ale za\u010dnete pevn\u00fdmi a kvalitn\u00edmi z\u00e1klady. T\u00edm je v\u00a0e-mailov\u00e9 komunikaci se z\u00e1kazn\u00edky l\u00edbiv\u00e1 \u0161ablona, kterou budete moci pou\u017e\u00edt pro v\u0161echny tipy sd\u011blen\u00ed. Hlavn\u011b a\u0165 to m\u00e1 hlavu a patu! Nebo rad\u011bji hlavi\u010dku a pati\u010dku? Grafika mailing\u016f by m\u011bla v\u017edy vych\u00e1zet z\u00a0va\u0161\u00ed firemn\u00ed identity a m\u011bla by korespondovat t\u0159eba s\u00a0grafikou webu. T\u00edm dos\u00e1hnete brandov\u00e9 konzistence. O tom jsme se u\u017e bavili, pokud si vzpom\u00edn\u00e1te. Nem\u00e1te pon\u011bt\u00ed, jak na to? <\/span><a href=\"http:\/\/www.creativebloq.com\/graphic-design\/20-tips-great-newsletter-design-10121013\"><span style=\"font-weight: 400;\">Inspirujte se<\/span><\/a><span style=\"font-weight: 400;\"> u prof\u00edk\u016f.<\/span><\/p>\n<p><b>Pozdravit, \u010di nepozdravit? To\u0165 ot\u00e1zka<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Aby v\u00e1\u0161 mailing byl pro z\u00e1kazn\u00edka p\u0159ita\u017eliv\u00fd, mus\u00ed ho na prvn\u00ed pohled zaujmout a oslovit. Pokud zvol\u00edte spr\u00e1vn\u00fd pozdrav, pak m\u00e1te zaji\u0161t\u011bno, \u017ee si adres\u00e1ti p\u0159e\u010dtou alespo\u0148 je\u0161t\u011b n\u011bkolik dal\u0161\u00edch \u0159\u00e1dk\u016f. Vyvarujte se pros\u00edm osloven\u00ed typu \u201e<em>V\u00e1\u017een\u00fd pane Nov\u00e1ku<\/em>\u201c \u2026 Nuda, nuda, nuda. Co tahle to vz\u00edt za jin\u00fd konec? Dnes u\u017e se p\u0159eci formalita tolik nenos\u00ed. Kdybych t\u0159eba prod\u00e1vala elektroniku a m\u011bla mezi z\u00e1kazn\u00edky n\u011bjak\u00e9ho Pavla z\u00a0Prahy, co r\u00e1d utr\u00e1c\u00ed za novinky, tak bych mu napsala: \u201e<em>Pavle, m\u00e1me pro v\u00e1s dal\u0161\u00ed technickou vychyt\u00e1vku, co mus\u00edte m\u00edt!<\/em>\u201c. Nezn\u00ed to mnohem l\u00e9pe, ne\u017e \u201e<em>V\u00e1\u017een\u00fd pane Nov\u00e1ku<\/em>\u201c?<\/span><\/p>\n<p><b>D\u00e1t (si) do t\u011bla\u2026<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Jde o to i bez jak\u00e9koliv fyzick\u00e9 n\u00e1mahy \u263a P\u0159esto trv\u00e1m na tom, \u017ee by t\u011blo mailingu m\u011blo b\u00fdt atraktivn\u00ed. Pokud nebude, pozornost z\u00e1kazn\u00edka ztr\u00e1c\u00edte a va\u0161e sd\u011blen\u00ed skon\u010d\u00ed minim\u00e1ln\u011b zma\u010dkan\u00e9 ve virtu\u00e1ln\u00edm ko\u0161i, pokud ne rovnou ve spamu, odkud se u\u017e sami nedostanete. Dejte si z\u00e1le\u017eet! Nezahlcujte z\u00e1kazn\u00edka zbyte\u010dn\u00fdmi informacemi. Obsah prod\u00e1v\u00e1. Proto pou\u017e\u00edvejte l\u00e1kav\u00e9 slogany, obr\u00e1zky a kr\u00e1tk\u00e9 popisky. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pokud nejste prodejci vysokoobr\u00e1tkov\u00e9ho zbo\u017e\u00ed, pak se dr\u017ete &#8222;<strong>pravidla p\u011bti odr\u00e1\u017eek<\/strong>\u201c. V\u00edce informac\u00ed toti\u017e z\u00e1kazn\u00edk stejn\u011b nepojme. Dos\u00e1hli byste nav\u00edc naprosto opa\u010dn\u00e9ho efektu. M\u00edsto toho, aby si adres\u00e1t p\u0159e\u010detl, co m\u00e1te na srdci, vybere si jeho mozek selektivn\u011b jen pas\u00e1\u017ee, kter\u00e9 jsou n\u011bjak zv\u00fdrazn\u011bn\u00e9, ostatn\u00ed bude ignorovat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u0165 tak \u010di tak by m\u011bly b\u00fdt sou\u010d\u00e1st\u00ed t\u011bla e-mailu obr\u00e1zky, tla\u010d\u00edtka se zaj\u00edmav\u00fdm CTA, zv\u00fdrazn\u011bn\u00e1 m\u00edsta s\u00a0t\u00edm nejd\u016fle\u017eit\u011bj\u0161\u00edm sd\u011blen\u00edm.<\/span><\/p>\n<p><b>Nepodce\u0148ujte p\u0159edm\u011bt<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Pokud jsem cht\u011bla, aby osloven\u00ed a text obsahoval n\u011bjak\u00fd n\u00e1pad, pak to o p\u0159edm\u011btu plat\u00ed dvojn\u00e1sob! Co se stane, kdy\u017e dostanete dal\u0161\u00ed, u\u017e asi pades\u00e1t\u00fd e-mail, kde bude v\u00a0p\u0159edm\u011btu naps\u00e1no: \u201e<em>Mimo\u0159\u00e1dn\u00e1 nab\u00eddka \u2026<\/em>\u201c, pak nev\u011b\u0159\u00edm tomu, \u017ee ho v\u016fbec otev\u0159ete. Op\u011bt vyu\u017eijte sv\u00e9 kreativity (nebo dejte s\u00a0t\u00fdmem hlavy dohromady) a vymyslete n\u011bco, co z\u00e1kazn\u00edka donut\u00ed e-mail otev\u0159\u00edt a bude m\u00edt nutk\u00e1n\u00ed si ho hned p\u0159e\u010d\u00edst.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201ePavle, v\u00edme, co si p\u0159eje v\u00e1\u0161 otec k\u00a0V\u00e1noc\u016fm\u201c<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201eVolala n\u00e1m va\u0161e sestra, \u017ee si p\u0159ejete nov\u00fd iPhone. \u017de nem\u00e1te sestru\u2026?\u201c<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201eV\u00edme, po \u010dem tou\u017e\u00edte!\u201c<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Kreativit\u011b se meze nekladou \u263a<\/span><\/p>\n<p><b>A co je\u0161t\u011b?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Zkr\u00e1tka nezapom\u00ednejte na to, \u017ee:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">obsah je kr\u00e1l<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">p\u0159edm\u011bt t\u00e1hne<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">obr\u00e1zky um\u00ed hotov\u00e9 divy \u2026 a co teprve animovan\u00e9 GIFy a videa!<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">nechcete z\u00e1kazn\u00edka zahltit mno\u017estv\u00edm informac\u00ed (v\u00edce jich v\u017edy najde na webu)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">l\u00edbiv\u00e1 grafika a \u0161petka vtipu v\u00e1s m\u016f\u017ee zachr\u00e1nit od ozna\u010den\u00ed \u201eSPAM\u201c<\/span><\/li>\n<\/ul>\n<p><strong>So, happy e-mailing!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>U\u017e jsme spolu mluvili o tom, jak je d\u016fle\u017eit\u00e9 si vybrat spr\u00e1vn\u00fd mailingov\u00fd n\u00e1stroj. Te\u010f se zam\u011b\u0159\u00edme na praktickou \u010d\u00e1st v\u011bci. Co v\u0161echno si mysl\u00edte, \u017ee by spr\u00e1vn\u00fd mailing m\u011bl obsahovat a jak by m\u011bl vypadat? Ne, \u017ee by to tedy byla n\u011bjak\u00e1 extra v\u011bda, ale je pravda, \u017ee abyste zaujali, mus\u00edte m\u00edt trochu pod<a class=\"read-more\" href=\"https:\/\/www.gopay.com\/blog\/jak-na-mailingy-cast-ii\/\">\u010c\u00edst d\u00e1le<\/a><\/p>\n","protected":false},"author":8,"featured_media":168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[13],"class_list":["post-166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-online-podnikani"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak na mailingy \u2013 \u010d\u00e1st II. | GoPay blog<\/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:\/\/www.gopay.com\/blog\/jak-na-mailingy-cast-ii\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak na mailingy \u2013 \u010d\u00e1st II. | GoPay blog\" \/>\n<meta property=\"og:description\" content=\"U\u017e jsme spolu mluvili o tom, jak je d\u016fle\u017eit\u00e9 si vybrat spr\u00e1vn\u00fd mailingov\u00fd n\u00e1stroj. Te\u010f se zam\u011b\u0159\u00edme na praktickou \u010d\u00e1st v\u011bci. Co v\u0161echno si mysl\u00edte, \u017ee by spr\u00e1vn\u00fd mailing m\u011bl obsahovat a jak by m\u011bl vypadat? Ne, \u017ee by to tedy byla n\u011bjak\u00e1 extra v\u011bda, ale je pravda, \u017ee abyste zaujali, mus\u00edte m\u00edt trochu pod\u010c\u00edst d\u00e1le\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gopay.com\/blog\/jak-na-mailingy-cast-ii\/\" \/>\n<meta property=\"og:site_name\" content=\"GoPay blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/gopay.cz\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-27T07:25:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T11:50:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gopay.com\/blog\/wp-content\/uploads\/2015\/08\/blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"404\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jan Vodi\u010dka\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@janvodicka\" \/>\n<meta name=\"twitter:site\" content=\"@gopaycz\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jan Vodi\u010dka\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuty\" \/>\n\t<meta name=\"twitter:label3\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data3\" content=\"Jan Vodi\u010dka\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.gopay.com\\\/blog\\\/jak-na-mailingy-cast-ii\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gopay.com\\\/blog\\\/jak-na-mailingy-cast-ii\\\/\"},\"author\":{\"name\":\"Jan 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