{"id":2934,"date":"2024-02-06T11:28:33","date_gmt":"2024-02-06T10:28:33","guid":{"rendered":"https:\/\/andrekohout.cz\/pisu-si\/?p=2934"},"modified":"2024-02-06T11:28:33","modified_gmt":"2024-02-06T10:28:33","slug":"e-mail-restart-obecna-strategie-pro-mailing-neexistuje-a-co-ai","status":"publish","type":"post","link":"https:\/\/andrekohout.cz\/pisu-si\/2024\/02\/06\/e-mail-restart-obecna-strategie-pro-mailing-neexistuje-a-co-ai\/","title":{"rendered":"E-mail Restart: Obecn\u00e1 strategie pro mailing neexistuje. A co AI?"},"content":{"rendered":"\n

Spolu s nov\u00fdm rokem se rozb\u011bhl kolob\u011bh e-commerce a marketingov\u00fdch akc\u00ed. Koncem ledna se konal E-mail Restart<\/a>, kde jsem sice nebyl osobn\u011b, ale m\u011bl jsem tam sv\u00e9 lidi. Ale pozor. Restarty u\u017e nejsou takov\u00e9, jako b\u00fdvaly. Tento ro\u010dn\u00edk dostal zbrusu nov\u00fd kab\u00e1t. Leto\u0161n\u00ed konference o e-mailingu a automatizaci se uskute\u010dnila p\u0159\u00edmo v srdci Prahy \u2013 v kin\u011b Lucerna<\/a> u V\u00e1clavsk\u00e9ho n\u00e1m\u011bst\u00ed. Event zorganizoval Taste.cz<\/a> a role moder\u00e1tora se tradi\u010dn\u011b zhostil Michael Koch<\/a>. Jak to tam vypadalo?<\/p>\n\n\n\n

Univerz\u00e1ln\u00ed strategie pro v\u0161echny neexistuje<\/h2>\n\n\n\n

V po\u0159ad\u00ed u\u017e t\u0159et\u00ed ro\u010dn\u00edk E-mail Restartu nab\u00eddl komplexn\u00ed pohled na e-mail marketing a p\u0159edstavil r\u016fzn\u00e9 strategie, kter\u00e9 m\u016f\u017eeme aplikovat. Nechyb\u011bly praktick\u00e9 a teoretick\u00e9 tipy, n\u00e1vody a uk\u00e1zky od zku\u0161en\u00fdch odborn\u00edk\u016f z oboru. Po shl\u00e9dnut\u00ed n\u011bkolika p\u0159edn\u00e1\u0161ek a case study vyvstala kl\u00ed\u010dov\u00e1 my\u0161lenka. Nez\u00e1le\u017e\u00ed na tom, jak moc \u00fasp\u011b\u0161n\u00e1 je strategie ostatn\u00edch firem, ale z\u00e1le\u017e\u00ed na tom, jak\u00e1 strategie vyhovuje t\u00e9 va\u0161\u00ed. <\/p>\n\n\n\n

Proto\u017ee to, co ostatn\u00edm vyst\u0159el\u00ed, nap\u0159\u00edklad click rate, v\u00e1m v\u016fbec nemus\u00ed fungovat. Jak to teda cel\u00e9 prob\u00edhalo? Zaj\u00edmaj\u00ed v\u00e1s jednotliv\u00e9 p\u0159edn\u00e1\u0161ky a case study v\u00edce detailn\u011b? Nebo jste akci nemohli nav\u0161t\u00edvit? Na str\u00e1nk\u00e1ch Restartu<\/a> najdete v\u0161echny v online form\u011b. <\/p>\n\n\n\n

Kafe, croissant a jde se na to<\/h2>\n\n\n\n

Jedna z v\u011bc\u00ed, pro\u010d m\u00e1m akce od Taste<\/a> tak r\u00e1d, je to, \u017ee tam nikdy nedojde kafe. Po registraci jste se rovnou mohli p\u0159esunout ke stolu, kde na v\u00e1s \u010dekalo n\u011bkolik konvic s k\u00e1vou. I p\u0159es velkou n\u00e1v\u0161t\u011bvnost akce kafe nedo\u0161lo, co\u017e je velk\u00e9 plus.<\/p>\n\n\n\n

Rann\u00ed blok p\u0159edn\u00e1\u0161ek za\u010dal \u00favodn\u00edm slovem Michaela Kocha<\/a>, kter\u00fd n\u00e1sledn\u011b slovo p\u0159edal autorovi celodenn\u00edho lineupu Luk\u00e1\u0161ovi Balkovi<\/a>. Jeho keynote obsahoval n\u011bkolik z\u00e1sadn\u00edch my\u0161lenek a zp\u016fsob\u016f, jak e-mail marketing vn\u00edm\u00e1. Po tom, co zd\u016fraznil rovnici e-mailov\u00e1 adresa = lidsk\u00e1 bytost, vyzdvihl jeho koncept z\u00e1kladn\u00ed, st\u0159edn\u00ed a vysok\u00e9 \u0161koly e-mailingu. A my se b\u011bhem dne v\u011bnovali ka\u017ed\u00e9mu stupni.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Prvn\u00ed p\u0159edn\u00e1\u0161ky se ujal Petr Mikl\u00edk<\/a> z Grizly.cz<\/a> a nast\u00ednil jejich e-mailovou strategii. Zd\u016fraznil rozd\u00edl mezi 2 hlavn\u00edmi typy e-mailov\u00fdch rozes\u00edlek Grizly<\/a> \u2013 Performance vs. Content kampan\u011b. Content kampan\u011b se sna\u017e\u00ed budovat zna\u010dku a zd\u016fraznit jej\u00ed hodnotu, zat\u00edmco performance e-mailingy jsou zam\u011b\u0159en\u00e9 sp\u00ed\u0161e na zisk. Jak\u00fd je podle v\u00e1s rozd\u00edl ve v\u00fdsledc\u00edch newsletter\u016f? <\/p>\n\n\n\n

Ond\u0159ej Ku\u017e\u00edlek<\/a>, CEO & founder spole\u010dnosti Webscale<\/a>, se ve sv\u00e9 p\u0159edn\u00e1\u0161ce v\u011bnoval ot\u00e1zce, jestli je t\u0159eba se b\u00e1t p\u0159i budov\u00e1n\u00ed e-mail marketingu. Proto, jak p\u0159\u00edpadn\u00fd strach p\u0159ekonat, si p\u0159ipravil 3 z\u00e1kladn\u00ed kroky, kter\u00e9 v\u00e1m pom\u016f\u017eou k \u00fasp\u011bchu. Prvn\u00ed krok nazval \u201epou\u010dky ze z\u00e1kladky\u201c, druh\u00fd \u201eneboj se \u0161\u00e9fa a za\u010dni\u201c a posledn\u00ed \u201ened\u011blej nic, nohy na st\u016fl a \u0159ekni si o zv\u00fd\u0161en\u00ed platu\u201c. N\u011bkter\u00e9 kroky v\u00e1s m\u016f\u017eou p\u0159ekvapit, ale ur\u010dit\u011b se nezapome\u0148te pod\u00edvat na jeho prezentaci, kde v\u0161e vysv\u011btluje. <\/p>\n\n\n\n

Prvn\u00ed blok zakon\u010dil Luk\u00e1\u0161 Balek<\/a> a jeho rozhovor se \u0160t\u011bp\u00e1nkou Lebedovou<\/a> ze Seznamu<\/a>. Jejich pov\u00edd\u00e1n\u00ed vych\u00e1zelo z vn\u00edm\u00e1n\u00ed newsletteru jako elektronick\u00e9ho dopisu, a proto to p\u0159irovn\u00e1vali k doru\u010den\u00ed dopisu od \u010cesk\u00e9 po\u0161ty. \u0160t\u011bp\u00e1nka<\/a> zm\u00ednila n\u011bkolik v\u011bc\u00ed, na kter\u00e9 si d\u00e1t pozor, a to t\u0159eba pou\u017e\u00edv\u00e1n\u00ed emoji, kter\u00e9 zvy\u0161uj\u00ed SPAM sk\u00f3re. Z\u00e1rove\u0148 n\u00e1m prozradila, \u017ee Seznam ji\u017e pracuje na sv\u00e9m AI jazykov\u00e9m modulu. \ud83e\udd2b<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Prvn\u00ed coffee break a jedeme d\u00e1l<\/h2>\n\n\n\n

Dopoledn\u00ed pauza se nesla ve znamen\u00ed dal\u0161\u00edho kafe a chv\u00edle pro networking. Kone\u010dn\u011b. Po necel\u00e9 p\u016flhodince hosty p\u0159iv\u00edtal zp\u00e1tky v s\u00e1le Michael Koch<\/a> ve zlat\u00e9m saku. To znamen\u00e1 jedin\u00e9. Kahoot. Ani tento rok se na n\u011bj nezapomn\u011blo, a tak si t\u0159i \u0161\u0165astlivci mohli odn\u00e9st dom\u016f p\u011bknou v\u00fdhru. <\/p>\n\n\n\n

Pak u\u017e p\u0159evzal slovo Jan Tich\u00fd<\/a>, spolumajitel agentury Taste<\/a>, a nahl\u00e9dl pod pokli\u010dku analytiky a jej\u00edho vztahu k e-mail marketingu. Vyzdvihl z\u00e1rove\u0148 3 pasti u\u017e p\u0159ipraven\u00fdch automatizac\u00ed, se kter\u00fdmi se m\u016f\u017eeme setkat: automatizace opu\u0161t\u011bn\u00fd ko\u0161\u00edk nen\u00ed pro v\u0161echny obory, stejn\u011b tak p\u0159ipom\u00ednaj\u00edc\u00ed automat a reten\u010dn\u00ed automat, kter\u00fd hromadn\u011b odhla\u0161uje kontakty. <\/p>\n\n\n\n

N\u00e1sleduj\u00edc\u00ed p\u0159edn\u00e1\u0161ku si p\u0159ipravil Adam P\u00fdcha<\/a> z Knihy Dobrovsk\u00fd<\/a>, kter\u00fd byl mimochodem jedn\u00edm z host\u016f panelov\u00e9 diskuze na Meet&Deal<\/a>. Jejich postup u e-mailingov\u00e9 strategie je balancovat masovou a personalizovanou komunikaci. Z\u00e1rove\u0148 se tam ob\u010das neboj\u00ed propa\u0161ovat \u0161petku kontroverze a jejich newsletter m\u00e1 tak podobu unikl\u00fdch intern\u00edch informac\u00ed. Jednou s jejich konkuren\u010dn\u00edch v\u00fdhod je snaha l\u00e9pe poznat sv\u00e9 z\u00e1kazn\u00edky. Investuj\u00ed do nich \u010das i pen\u00edze a sou\u010dasn\u011b si buduj\u00ed vlastn\u00ed komunitu. <\/p>\n\n\n\n

Posledn\u00ed p\u0159edob\u011bdovou p\u0159edn\u00e1\u0161kou byla dal\u0161\u00ed p\u0159\u00edpadov\u00e1 studie z Kytary.cz<\/a>. Mikul\u00e1\u0161 V\u0161elicha<\/a> v rozhovoru s Luk\u00e1\u0161em Balkem<\/a> nast\u00ednil jejich restart e-mailov\u00e9 strategie a jak\u00fd to m\u011blo vliv na jejich z\u00e1kazn\u00edky. Kytary.cz<\/a> jsou komunitn\u00ed e-shop, kter\u00fd sdru\u017euje hlavn\u011b muzikanty, a tak bylo hlavn\u00ed ot\u00e1zkou, jestli a jak rychle jejich komunita zm\u011bnu p\u0159ijme. A samoz\u0159ejm\u011b\u2026 Kytarov\u00e9ho s\u00f3la jsme se taky do\u010dkali.<\/p>\n\n\n\n

Ob\u00eddek a dal\u0161\u00ed p\u0159edn\u00e1\u0161ky. Do\u0161lo i na AI<\/h2>\n\n\n\n

Po hodinov\u00e9 pauze na ob\u011bd n\u00e1v\u0161t\u011bvn\u00edky rozproudila Petra Stupkov\u00e1<\/a> a jej\u00ed p\u0159edn\u00e1\u0161ka z pohledu legislativy, kter\u00e1 se v\u011bnovala skryt\u00fdm hrozb\u00e1m a p\u0159\u00edle\u017eitostem AI v e-mailingu. \u0158e\u0161ila taky ot\u00e1zku autorsk\u00e9ho d\u00edla a p\u0159edstavila hned n\u011bkolik miliardov\u00fdch spor\u016f o t\u00e9to problematice. V\u011bd\u011bli jste, \u017ee to, co v\u00e1m vygeneruje Midjourney<\/a>, nem\u016f\u017eete pou\u017e\u00edt ke komer\u010dn\u00edm \u00fa\u010del\u016fm? Ne? Tak na to bacha. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

N\u00e1sledovala dal\u0161\u00ed case study s Janem Ba\u0161t\u00fd\u0159em<\/a> z Targita<\/a> a Jaroslavem Kauck\u00fdm<\/a> ze Zootu<\/a>. Jejich p\u0159\u00edpadov\u00e1 studie se v\u011bnovala pr\u00e1v\u011b p\u0159\u00edb\u011bhu Zootu<\/a>, kter\u00fd m\u011bl ze za\u010d\u00e1tku pozitivn\u00ed v\u00fdvoj, ale pak se to z ni\u010deho nic zastavilo a na \u0159adu p\u0159i\u0161lo Targito<\/a> s jejich \u201eAvatary\u201c. Na tuto prezentaci se doporu\u010duju mrknout, proto\u017ee pr\u00e1v\u011b tahle strategie z\u00edskala ocen\u011bn\u00ed v marketingov\u00e9 sout\u011b\u017ei IEA. <\/p>\n\n\n\n

Tento blok ukon\u010dila panelov\u00e1 diskuze, kter\u00e9 se z\u00fa\u010dastnil Adam P\u00fdcha<\/a>, Jan Ba\u0161t\u00fd\u0159<\/a> a p\u0159idal se k nim Jan Makovi\u010dka<\/a>, spoluvlastn\u00edk agentury T<\/a>a<\/a>ste<\/a>. Diskuzi vedl op\u011bt Luk\u00e1\u0161<\/a> a v\u011bnoval se hlavn\u011b t\u00e9matu AI a jej\u00ed budoucnosti v tomto roce. \u00da\u010dastn\u00edci diskuze vyj\u00e1d\u0159ili n\u011bkolik p\u0159edstav, kter\u00e9 n\u00e1s podle nich potkaj\u00ed, ale jak n\u00e1m tento rok uk\u00e1zal, budoucnost AI se jen tak p\u0159edpov\u011bd\u011bt ned\u00e1.<\/p>\n\n\n\n

Bl\u00ed\u017e\u00edme se do fin\u00e1le<\/h2>\n\n\n\n

Po t\u0159et\u00edm coffee breaku, kr\u00e1tk\u00e9m networkingu a druh\u00e9m Kahootu do\u0161lo na posledn\u00ed dv\u011b p\u0159edn\u00e1\u0161ky. Prvn\u00ed z nich vedl Patrik Voto\u010dek<\/a> z Ecomailu<\/a> a na dvou uk\u00e1zk\u00e1ch p\u0159\u00edpadov\u00fdch studi\u00ed vyvr\u00e1til, \u017ee by existovalo tzv. zlat\u00e9 pravidlo. Zd\u016fraznil, \u017ee nic nefunguje pro v\u0161echny a ka\u017ed\u00fd segment pot\u0159ebuje n\u011bco jin\u00e9ho. Kl\u00ed\u010d je podle n\u011bho v testov\u00e1n\u00ed a vyhodnocov\u00e1n\u00ed hypot\u00e9z, tak\u017ee funguje v\u00e1m to? Otestuje to. Nefunguje v\u00e1m to? Otestujte to. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u00dapln\u011b posledn\u00ed case study p\u0159inesl Petr Matou\u0161ek<\/a> z PromoGENu<\/a>. Na p\u0159\u00edpadu fashion zna\u010dky Freshlabels<\/a> p\u0159edstavil, jak rychle a efektivn\u011b na rozvoj e-mailingu, koho do realizace zapojit a jak\u00e9 p\u0159ek\u00e1\u017eky v podob\u011b automatizovan\u00fdch kampan\u00ed n\u00e1s na t\u00e9to cest\u011b budou \u010dekat.<\/p>\n\n\n\n

Na Restart jd\u011bte i p\u0159\u00ed\u0161t\u011b<\/h2>\n\n\n\n

Dal\u0161\u00ed super akce, dal\u0161\u00ed super Restart<\/a>. Nov\u00e9 prostory jsou pecka \u2013 v\u0161ude dostatek prostoru, pohodln\u00e9 seda\u010dky a je\u0161t\u011b je to p\u0159\u00edmo v centru Prahy. E-mail Restart<\/a> p\u0159inesl hned n\u011bkolik zaj\u00edmav\u00fdch case studies a p\u0159edn\u00e1\u0161ek, kter\u00e9 na sebe d\u00edky spr\u00e1vn\u011b zvolen\u00e9mu lineupu navazovaly. <\/p>\n\n\n\n

Restart obohatil publikum hned o n\u011bkolik nov\u00fdch my\u0161lenek a zaj\u00edmav\u00fdch pohled\u016f na mailing. Jeden z nich spojoval v\u0161echny ty p\u0159edn\u00e1\u0161ky, a to \u017ee ka\u017ed\u00e1 e-mailov\u00e1 kampa\u0148 pot\u0159ebuje svou marketingovou strategii, kter\u00e1 nemus\u00ed fungovat v\u0161em. Proto ji poka\u017ed\u00e9 testujte, analyzujte a vyhodnocujte.<\/p>\n\n\n\n

Nezapome\u0148te, \u017ee v\u0161echny p\u0159edn\u00e1\u0161ky najdete na webu<\/a> Restartu a m\u016f\u017eete se na n\u011b pod\u00edvat zp\u011btn\u011b. <\/p>\n\n\n\n

Tak co? Vid\u00edme se na dal\u0161\u00edm Restartu<\/a>?<\/p>\n\n\n\n

\"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

Spolu s nov\u00fdm rokem se rozb\u011bhl kolob\u011bh e-commerce a marketingov\u00fdch akc\u00ed. Koncem ledna se konal E-mail Restart, kde jsem sice nebyl osobn\u011b, ale m\u011bl jsem tam sv\u00e9 lidi. Ale pozor. Restarty u\u017e nejsou takov\u00e9, jako b\u00fdvaly. Tento ro\u010dn\u00edk dostal zbrusu nov\u00fd kab\u00e1t. Leto\u0161n\u00ed konference o e-mailingu a automatizaci se uskute\u010dnila p\u0159\u00edmo v srdci Prahy \u2013 […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[3,59],"tags":[87,46,39,117,119,50,8,57,118],"acf":[],"yoast_head":"\nE-mail Restart: Obecn\u00e1 strategie pro mailing neexistuje. A co AI? | Andr\u00e9 Kohout si p\u00ed\u0161e<\/title>\n<meta name=\"description\" content=\"Pr\u00e1v\u011b prob\u011bhl prvn\u00ed E-mail Restart v roce 2024. 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