{"id":10666,"date":"2026-08-20T09:56:16","date_gmt":"2026-08-20T07:56:16","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=10666"},"modified":"2026-08-20T11:05:23","modified_gmt":"2026-08-20T09:05:23","slug":"podrobny-pruvodce-back-to-school-kampani","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tutorialy\/podrobny-pruvodce-back-to-school-kampani\/","title":{"rendered":"Podrobn\u00fd pr\u016fvodce Back to School kampan\u00ed\u00a0"},"content":{"rendered":"

Back to School funguje pouze tehdy, kdy\u017e c\u00edl\u00ed na spr\u00e1vn\u00e9 publikum a ve spr\u00e1vn\u00fd \u010das. Tento tutori\u00e1l v\u00e1m krok za krokem uk\u00e1\u017ee, jak efektivn\u011b navrhovat e-maily, segmentovat, optimalizovat \u010das rozes\u00edlky a pl\u00e1novat kampan\u011b.<\/p>\n\n\n\n

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

Z\u00c1KLADY BACK TO SCHOOL<\/p>\n\n\n\n

Ka\u017edoro\u010dn\u011b se v srpnu a z\u00e1\u0159\u00ed \u0159e\u0161\u00ed kampa\u0148 Back to School (\u201eZp\u00e1tky do \u0161koly\u201c), na kter\u00e9 mohou zna\u010dky ohromn\u011b vyd\u011blat. Abyste v\u0161ak vytvo\u0159ili ziskovou kampa\u0148, mus\u00edte efektivn\u011b segmentovat a personalizovat. CareCloud umo\u017e\u0148uje oboj\u00ed.<\/p>\n\n\n\n

Na\u0161e fiktivn\u00ed zna\u010dka \u201eUrban Tees\u201c prod\u00e1v\u00e1 oble\u010den\u00ed a dopl\u0148ky (batohy, ta\u0161ky atd.) se zam\u011b\u0159en\u00edm na m\u011bstskou m\u00f3du. Obdob\u00ed p\u0159ed za\u010d\u00e1tkem \u0161koln\u00edho roku je ide\u00e1ln\u00ed k nav\u00fd\u0161en\u00ed tr\u017eeb, vyprod\u00e1n\u00ed lo\u0148sk\u00fdch z\u00e1sob a otestov\u00e1n\u00ed popularity nov\u00fdch produkt\u016f.  <\/p>\n\n\n\n

Tento proces zahrnuje segmentaci, n\u00e1vrh e-mail\u016f a pl\u00e1nov\u00e1n\u00ed kampan\u00ed.<\/p>\n\n\n\n

    \n
  1. Vytvo\u0159\u00edme n\u011bkolik \u0161ablon e-mail\u016f zam\u011b\u0159en\u00fdch na r\u016fzn\u00e9 segmenty, z nich\u017e ka\u017ed\u00fd dopln\u00edme upom\u00ednkovou zpr\u00e1vou.<\/li>\n\n\n\n
  2. Vytvo\u0159\u00edme SMS kampan\u011b jako p\u0159ipomenut\u00ed na posledn\u00ed chv\u00edli na konci obdob\u00ed n\u00e1vratu do \u0161koly.<\/li>\n\n\n\n
  3. Napl\u00e1nujeme odes\u00edl\u00e1n\u00ed kampan\u00ed, kter\u00e9 bude podpo\u0159eno funkcionalitou Optimalizace \u010dasu rozes\u00edlky.<\/li>\n<\/ol>\n\n\n\n

    N\u00c1VRH E-MAILOV\u00ddCH \u0160ABLON<\/p>\n\n\n\n

    Z\u00e1kladem na\u0161\u00ed kampan\u011b jsou \u010dty\u0159i e-maily zaslan\u00e9 r\u016fzn\u00fdm segment\u016fm. Jeliko\u017e se jedn\u00e1 hlavn\u011b o speci\u00e1ln\u00ed akce, samotn\u00e9 zpr\u00e1vy mus\u00ed b\u00fdt stru\u010dn\u00e9, ale z\u00e1rove\u0148 strukturovan\u00e9. Sta\u010d\u00ed p\u0159idat informaci o speci\u00e1ln\u00ed slev\u011b, n\u011bkolik tla\u010d\u00edtek s proklikem do e-shopu a personalizovan\u00e9 produkty s p\u0159ihl\u00e9dnut\u00edm k dan\u00e9mu segmentu.<\/p>\n\n\n\n

    Pro \u017e\u00e1ky z\u00e1kladn\u00edch \u0161kol p\u0159iprav\u00edme speci\u00e1ln\u00ed akci na batohy, jeliko\u017e mlad\u0161\u00ed studenti si v\u011bt\u0161inou mus\u00ed zabalit mnohem v\u00edce v\u011bc\u00ed ne\u017e studenti vysok\u00fdch \u0161kol. Z\u00e1rove\u0148 se v\u0161ak je\u0161t\u011b ne\u0159e\u0161\u00ed konkr\u00e9tn\u00ed zna\u010dky.<\/p>\n\n\n\n

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

    St\u0159edo\u0161kol\u00e1ci ji\u017e za\u010d\u00ednaj\u00ed kl\u00e1st v\u011bt\u0161\u00ed d\u016fraz na zna\u010dkov\u00e9 oble\u010den\u00ed. N\u011bkte\u0159\u00ed z nich tak\u00e9 v\u00edce \u0159e\u0161\u00ed dopl\u0148ky, jako jsou zna\u010dkov\u00e9 blo\u010dky. Samotn\u00e9 obr\u00e1zky by m\u011bly zd\u016fraz\u0148ovat soci\u00e1ln\u00ed aspekt \u0161koly: na obr\u00e1zku je skupina p\u0159\u00e1tel, kte\u0159\u00ed spolu tr\u00e1v\u00ed \u010das.<\/p>\n\n\n\n

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

    Pom\u011brn\u011b obt\u00ed\u017en\u011b uchopitelnou, ale vd\u011b\u010dnou skupinou jsou vysoko\u0161kol\u0161t\u00ed studenti. Jsou mnohem vyb\u00edrav\u011bj\u0161\u00ed a dbaj\u00ed nejen na zna\u010dku, ale i na nekomer\u010dn\u00ed hodnoty a udr\u017eitelnost. V\u011bt\u0161ina z nich tak\u00e9 nahrazuje t\u011b\u017ek\u00e9 batohy men\u0161\u00edmi bra\u0161nami na notebooky. V na\u0161em p\u0159\u00edpad\u011b k n\u00e1kupu nab\u00edz\u00edme zdarma l\u00e1hev na vodu.<\/p>\n\n\n\n

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

    Posledn\u00edm, \u010dasto opom\u00edjen\u00fdm segmentem jsou u\u010ditel\u00e9. Jeliko\u017e se jedn\u00e1 o proporcion\u00e1ln\u011b men\u0161\u00ed skupinu, m\u016f\u017eete jim nab\u00eddnout v\u011bt\u0161\u00ed slevy nebo exkluzivn\u00ed d\u00e1rky, abyste jim vyj\u00e1d\u0159ili vd\u011b\u010dnost za jejich slu\u017eby.<\/p>\n\n\n\n

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

    Tip \u010d. 1<\/strong>: Chcete-li zpr\u00e1vy je\u0161t\u011b v\u00edce p\u0159izp\u016fsobit, za\u010dn\u011bte s vlastn\u00edm pozdravem. V textov\u00e9m poli klikn\u011bte na \u201epersonalizace\u201c a vyberte si z \u0159ady prom\u011bnn\u00fdch, jako je \u201eosloven\u00ed (s \u010d\u00e1rkou)\u201c.<\/p>\n\n\n\n

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

    Tip \u010d. 2<\/strong>: Pokud chcete propagovat konkr\u00e9tn\u00ed produkty nebo poskytovat z\u00e1kazn\u00edk\u016fm personalizovan\u00e1 doporu\u010den\u00ed, pou\u017eijte designov\u00fd blok \u201eProdukty\u201c. Zde m\u016f\u017eete zobrazit produkty z vlastn\u00ed datab\u00e1ze, Heureky nebo Google feedu. M\u016f\u017eete p\u0159izp\u016fsobit v\u0161e od popisu polo\u017eky p\u0159es tla\u010d\u00edtka a\u017e po rozlo\u017een\u00ed produktu.<\/p>\n\n\n\n

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

    V dal\u0161\u00edm kroku vytvo\u0159\u00edme tak\u00e9 e-mailov\u00e1 p\u0159ipomenut\u00ed, kter\u00e1 upozorn\u00ed na bl\u00ed\u017e\u00edc\u00ed se konec akce. Podpo\u0159te nal\u00e9havost pomoc\u00ed \u010dasova\u010de a dynamick\u00fdch, \u00fadern\u00fdch zpr\u00e1v.<\/p>\n\n\n\n

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

    N\u00c1VRH SMS ZPR\u00c1V<\/p>\n\n\n\n

    SMS zpr\u00e1vy funguj\u00ed skv\u011ble pro urgentn\u00ed obsah, nap\u0159\u00edklad pro bleskov\u00e9 v\u00fdprodeje. Open rate SMS je v pr\u016fm\u011bru v\u00edce ne\u017e 90 % a lze s nimi rychle zaujmout z\u00e1kazn\u00edky a odk\u00e1zat je na n\u00e1\u0161 e-shop.<\/p>\n\n\n\n

    Tato zpr\u00e1va bude odesl\u00e1na spole\u010dn\u011b s posledn\u00edm e-mailem. Mus\u00edme se vyj\u00e1d\u0159it stru\u010dn\u011b, pozdravit z\u00e1kazn\u00edka a identifikovat va\u0161i zna\u010dku.<\/p>\n\n\n\n

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

    Tip \u010d. 3<\/strong>: Chcete-li odes\u00edlat odkazy a vyu\u017e\u00edvat personalizaci, pou\u017eijte symboly v prav\u00e9m horn\u00edm rohu (prom\u011bnn\u00e9, zkracova\u010d URL). Umo\u017en\u00ed v\u00e1m vytv\u00e1\u0159et zpr\u00e1vy na m\u00edru a odes\u00edlat odkazy s men\u0161\u00edm po\u010dtem znak\u016f.<\/p>\n\n\n\n

    Rada: Sna\u017ete se promo vm\u011bstnat do jedn\u00e9 zpr\u00e1vy. Pod textov\u00fdm polem m\u016f\u017eete vid\u011bt, kolik znak\u016f a SMS zpr\u00e1v bude v r\u00e1mci va\u0161\u00ed kampan\u011b odesl\u00e1no. Pokud chcete roz\u0161\u00ed\u0159it sv\u00e9 SMS dovednosti, p\u0159e\u010dt\u011bte si n\u00e1\u0161 speci\u00e1ln\u00ed SMS tutori\u00e1l<\/a>.<\/p>\n\n\n\n

    NASTAVEN\u00cd KAMPAN\u011a<\/p>\n\n\n\n

    Nyn\u00ed, kdy\u017e m\u00e1me v\u0161echny pot\u0159ebn\u00e9 \u0161ablony, je \u010das napl\u00e1novat kampan\u011b. Nejprve mus\u00edme vytvo\u0159it c\u00edlov\u00e9 skupiny pro na\u0161e kampan\u011b. Vytvo\u0159\u00edme \u010dty\u0159i konkr\u00e9tn\u00ed c\u00edlov\u00e9 skupiny s hlavn\u00edm krit\u00e9riem \u201eV\u00fdb\u011br z\u00e1kazn\u00edk\u016f podle z\u00e1kaznick\u00fdch segment\u016f a badg\u016f\u201c. V rozev\u00edrac\u00edm menu vybereme segment.<\/p>\n\n\n\n

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

    Tip \u010d. 4<\/strong>: Pokud chcete, p\u0159idejte dal\u0161\u00ed specifikace. M\u016f\u017eete pos\u00edlat pouze \u010dlen\u016fm v\u011brnostn\u00edho programu nebo omezit publikum podle jejich n\u00e1kupn\u00edho chov\u00e1n\u00ed (RFM segment\u016f).<\/p>\n\n\n\n

    Pot\u00e9, co jsme vytvo\u0159ili \u010dty\u0159i hlavn\u00ed skupiny p\u0159\u00edjemc\u016f, vytvo\u0159\u00edme samostatn\u00e9 skupiny p\u0159\u00edjemc\u016f pro e-mail \u201ePosledn\u00ed \u0161ance\u201c.<\/p>\n\n\n\n

    Nyn\u00ed vytvo\u0159\u00edme kampan\u011b pro r\u016fzn\u00e9 c\u00edlov\u00e9 skupiny. Vybereme vhodnou \u0161ablonu a odlo\u017e\u00edme spu\u0161t\u011bn\u00ed, abychom mohli nastavit dny. Za\u010dneme s rodi\u010di \u017e\u00e1k\u016f z\u00e1kladn\u00edch \u0161kol, pot\u00e9 budeme pokra\u010dovat se st\u0159edo\u0161kol\u00e1ky a u\u010diteli a nakonec v z\u00e1\u0159\u00ed zakon\u010d\u00edme studenty vysok\u00fdch \u0161kol (proto\u017ee univerzity obvykle za\u010d\u00ednaj\u00ed v \u0159\u00edjnu). <\/p>\n\n\n\n

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

    Tip \u010d. 5<\/strong>: Vyu\u017eijte AI Abigail funkci \u201eOptimalizovat \u010das odes\u00edlky\u201c a ode\u0161lete e-mail pro ka\u017ed\u00e9ho p\u0159\u00edjemce zvl\u00e1\u0161\u0165. Tento n\u00e1stroj vych\u00e1z\u00ed z p\u0159edchoz\u00ed komunikace a vypo\u010d\u00edt\u00e1 ide\u00e1ln\u00ed \u010das, kdy z\u00e1kazn\u00edci kontroluj\u00ed a otev\u00edraj\u00ed sv\u00e9 e-maily.<\/p>\n\n\n\n

    Zkontrolujeme kalend\u00e1\u0159 kampan\u00ed, abychom se ujistili, \u017ee jsou v n\u011bm v\u0161echny kampan\u011b:<\/p>\n\n\n\n

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

    Pokud jde o p\u0159ipomenut\u00ed posledn\u00ed \u0161ance, ujist\u011bte se, \u017ee je optimalizace odes\u00edl\u00e1n\u00ed vypnut\u00e1, a nastavte spu\u0161t\u011bn\u00ed kampan\u011b na dva dny p\u0159ed za\u010d\u00e1tkem z\u00e1\u0159\u00ed. <\/p>\n\n\n\n

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

    Nezapome\u0148te zahrnout SMS kampa\u0148 pro posledn\u00ed \u0161anci, kter\u00e1 m\u00e1 vlastn\u00ed nastaven\u00ed, a to jak pro publikum, tak pro kampa\u0148.<\/p>\n\n\n\n

    S CARECLOUD C\u00cdL\u00cdTE NA Z\u00c1KAZN\u00cdKA, KDY\u017d JE TO POT\u0158EBA<\/p>\n\n\n\n

    Nastaven\u00ed kampan\u00ed v CareCloud je snadn\u00e9 a intuitivn\u00ed. Sta\u010d\u00ed v\u011bd\u011bt, kde hledat. N\u00e1\u0161 e-mail designer v\u00e1m umo\u017e\u0148uje vytv\u00e1\u0159et personalizovan\u00e9 zpr\u00e1vy do nejmen\u0161\u00edch detail\u016f s rozs\u00e1hl\u00fdm p\u0159izp\u016fsoben\u00edm, praktick\u00fdmi n\u00e1stroji a AI funkcionalitami.<\/p>\n\n\n\n

    K tomu lze personalizovat pomoc\u00ed segmentace, optimalizace rozes\u00edlky \u010di unik\u00e1tn\u00edch odm\u011bn. A to je jen ochutn\u00e1vka toho, co CareCloud nab\u00edz\u00ed. Je libo automatizace, spr\u00e1va v\u011brnostn\u00edch program\u016f, webtracking, anal\u00fdzy nebo omnichannel komunikace? S t\u011bmito n\u00e1vody v\u00e1s provedeme v\u0161emi kroky, kter\u00e9 zajist\u00ed r\u016fst va\u0161eho marketingu.<\/p>\n\n\n\n

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

    Back-to-school campaigns only work when they target the right audience at the right time. This tutorial will show you effective email design, custom segmentation, optimizing send times, and campaign analysis. BACK-TO-SCHOOL BASICS Every year, during August and September, you have the perfect opportunity to increase revenue quickly: the back-to-school campaign. Still, to create a profitable…<\/p>","protected":false},"author":9,"featured_media":10680,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[31],"tags":[13,20,22],"class_list":["post-10666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tutorials","tag-emailing","tag-omnichannel","tag-retail"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10666","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=10666"}],"version-history":[{"count":5,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10666\/revisions"}],"predecessor-version":[{"id":10708,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10666\/revisions\/10708"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/10680"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=10666"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=10666"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=10666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}