{"id":10827,"date":"2026-10-08T11:46:15","date_gmt":"2026-10-08T09:46:15","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=10827"},"modified":"2026-10-08T14:35:38","modified_gmt":"2026-10-08T12:35:38","slug":"personalizujte-e-mailovou-kampan-prakticky-pruvodce-pro-cestovni-kancelare","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tutorialy\/personalizujte-e-mailovou-kampan-prakticky-pruvodce-pro-cestovni-kancelare\/","title":{"rendered":"Personalizujte e-mailovou kampa\u0148: Praktick\u00fd pr\u016fvodce pro cestovn\u00ed kancel\u00e1\u0159e"},"content":{"rendered":"

E-mailing z\u016fst\u00e1v\u00e1 jedn\u00edm z nej\u00fa\u010dinn\u011bj\u0161\u00edch zp\u016fsob\u016f, jak\u00fdm cestovn\u00ed kancel\u00e1\u0159e motivuj\u00ed cestovatele a zvy\u0161uj\u00ed po\u010det rezervac\u00ed. V tomto \u010dl\u00e1nku se nau\u010d\u00edte, jak vytv\u00e1\u0159et kampan\u011b, kter\u00e9 oslov\u00ed vhodn\u00e9 publikum t\u00edm spr\u00e1vn\u00fdm sd\u011blen\u00edm a prom\u011bn\u00ed z\u00e1jem ve skute\u010dn\u00e9 z\u00e1jezdy.<\/p>\n\n\n\n

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

\u00daVOD KE KAMPANI<\/p>\n\n\n\n

V r\u00e1mci tohoto tutori\u00e1lu pou\u017eijeme fiktivn\u00ed cestovn\u00ed kancel\u00e1\u0159 Skimora, kter\u00e1 nab\u00edz\u00ed dovolenou na pl\u00e1\u017ei, aktivity a m\u011bstsk\u00e9 pobyty po cel\u00e9 Evrop\u011b. Pro zv\u00fd\u0161en\u00ed sez\u00f3nn\u00edch prodej\u016f p\u0159ipravuje Skimora letn\u00ed e-mailovou kampa\u0148. Podobn\u00fdm stylem lze snadno vytvo\u0159it kampa\u0148 na zimn\u00ed z\u00e1jezdy, first-minute rezervace nebo jakoukoli jinou sez\u00f3nn\u00ed nab\u00eddku.<\/p>\n\n\n\n

Nejprve uk\u00e1\u017eeme, jak sb\u00edrat z\u00e1kaznick\u00e1 data pro lep\u0161\u00ed personalizaci, pot\u00e9 publikum vysegmentujeme na z\u00e1klad\u011b preferenc\u00ed cestovatel\u016f a navrhneme poutav\u00e9 e-maily a nakonec kampa\u0148 nastav\u00edme a otestujeme.<\/p>\n\n\n\n

Poj\u010fme na prvn\u00ed krok<\/p>\n\n\n\n

POZNEJTE SV\u00c9 Z\u00c1KAZN\u00cdKY<\/p>\n\n\n\n

P\u0159ed spu\u0161t\u011bn\u00edm marketingov\u00e9 kampan\u011b pot\u0159ebujete m\u00edt dostatek informac\u00ed o sv\u00fdch z\u00e1kazn\u00edc\u00edch: preferovan\u00fd typ dovolen\u00e9, obl\u00edben\u00e9 destinace nebo cestovn\u00ed n\u00e1vyky. \u010c\u00edm v\u00edce dat z\u00edsk\u00e1te, t\u00edm l\u00e9pe m\u016f\u017eete komunikaci personalizovat.<\/p>\n\n\n\n

Data lze sb\u00edrat mnoha zp\u016fsoby, ale v tomto \u010dl\u00e1nku se zam\u011b\u0159\u00edme na vyu\u017eit\u00ed vlastnost\u00ed z\u00e1kaznick\u00fdch \u00fa\u010dt\u016f. V kombinaci s v\u011brnostn\u00edm programem m\u016f\u017eete efektivn\u011b vyu\u017e\u00edvat preference z\u00e1kazn\u00edk\u016f pro personalizovan\u00e9 kampan\u011b. Jakmile budete m\u00edt tato data, m\u016f\u017eete segmentovat sv\u00e9 publikum a personalizovat kampan\u011b, nap\u0159., nab\u00eddnout horsk\u00fd v\u00fdlet dobrodruh\u016fm, nebo wellness pobyt t\u011bm, kte\u0159\u00ed hledaj\u00ed relaxaci.<\/p>\n\n\n\n

Pokud si nev\u00edte rady s v\u011brnostn\u00edm programem m\u00e1me pro v\u00e1s speci\u00e1ln\u00ed tutori\u00e1l<\/a>.<\/p>\n\n\n\n

Pokud se chcete dozv\u011bd\u011bt v\u00edce o nastaven\u00ed a pou\u017e\u00edv\u00e1n\u00ed vlastnost\u00ed z\u00e1kaznick\u00fdch kont, klikn\u011bte zde<\/a>.<\/p>\n\n\n\n

Poj\u010fme se te\u010f pod\u00edvat, jak Skimora tyto vlastnosti efektivn\u011b vyu\u017e\u00edv\u00e1 v marketingov\u00fdch kampan\u00edch.<\/p>\n\n\n\n

SEGMENTUJTE PUBLIKUM<\/p>\n\n\n\n

Nyn\u00ed, kdy\u017e m\u00e1te dostatek z\u00e1kaznick\u00fdch dat, vytvo\u0159\u00edme dva typy publika: prvn\u00ed bude zahrnovat z\u00e1kazn\u00edky, kte\u0159\u00ed preferuj\u00ed dovolenou na pl\u00e1\u017ei, a druh\u00fd bude c\u00edlit na ty, kte\u0159\u00ed se zaj\u00edmaj\u00ed o aktivn\u00ed dovolenou.<\/p>\n\n\n\n

P\u0159ejd\u011bme do aplikace Kampan\u011b & C\u00edlov\u00e9 skupiny a vyberme mo\u017enost E-mailing, C\u00edlov\u00e9 skupiny. Pot\u00e9 zvolte V\u00fdb\u011br podle roz\u0161i\u0159uj\u00edc\u00edch \u00fadaj\u016f a pro prvn\u00ed publikum vyberte dovolenou na pl\u00e1\u017ei.<\/p>\n\n\n\n

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

Abychom se vyhnuli spamu m\u00e9n\u011b aktivn\u00edch z\u00e1kazn\u00edk\u016f, vybereme pouze ty, kte\u0159\u00ed v posledn\u00edch \u0161esti m\u011bs\u00edc\u00edch otev\u0159eli alespo\u0148 jeden e-mail.<\/p>\n\n\n\n

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

Prvn\u00ed c\u00edlov\u00e1 skupina je p\u0159ipravena. Stejn\u00fd postup zopakujte pro druhou c\u00edlovou skupinu, tentokr\u00e1t vyberte \"aktivn\u00ed dovolenou\" m\u00edsto dovolen\u00e9 na pl\u00e1\u017ei.<\/p>\n\n\n\n

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

M\u011bjte na pam\u011bti, \u017ee tato dv\u011b publika jsou pouze p\u0159\u00edklady; krit\u00e9ria byste m\u011bli upravit tak, aby co nejl\u00e9pe vyhovovala va\u0161\u00ed cestovn\u00ed kancel\u00e1\u0159i.<\/p>\n\n\n\n

Nyn\u00ed se p\u0159esu\u0148me k n\u00e1vrhu e-mailu.<\/p>\n\n\n\n

N\u00c1VRH E-MAIL\u016e<\/p>\n\n\n\n

Jeliko\u017e m\u00e1me dv\u011b publika, pot\u0159ebujeme dva r\u016fzn\u00e9 e-maily. Kreativita zde hraje velkou roli, ale n\u011bkolik osv\u011bd\u010den\u00fdch prvk\u016f by n\u011bm\u011blo chyb\u011bt:<\/p>\n\n\n\n

Personalizace<\/strong> zajist\u00ed z\u00e1kazn\u00edkovi individu\u00e1ln\u00ed p\u0159\u00edstup, a\u0165 u\u017e prost\u0159ednictv\u00edm osloven\u00ed, obsahu podle jeho z\u00e1jm\u016f, cestovn\u00ed historie nebo preferovan\u00fdch destinac\u00ed. Personalizac\u00ed zv\u00fd\u0161\u00edte \u0161anci, \u017ee e-maily budou motivovat k rezervaci z\u00e1jezd\u016f.<\/p>\n\n\n\n

Chcete-li p\u0159idat personalizaci textu, klikn\u011bte do textov\u00e9ho pole a pot\u00e9 na \"Personalizace\".<\/p>\n\n\n\n

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

Zde si m\u016f\u017eete vybrat ze t\u0159\u00ed mo\u017enost\u00ed: Z\u00e1kladn\u00ed prom\u011bnn\u00e9, Prom\u011bnn\u00e9 automatizace marketingu a Projektov\u00e9 prom\u011bnn\u00e9. Vyberte si tu, kter\u00e1 odpov\u00edd\u00e1 va\u0161emu e-mailu. <\/p>\n\n\n\n

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

Dal\u0161\u00edm zp\u016fsobem, jak si personalizovat e-maily, je pou\u017eit\u00ed n\u00e1stroje Recommendation Engine (RE). Tento n\u00e1stroj bude zas\u00edlat spr\u00e1vn\u00e9 cestovn\u00ed nab\u00eddky t\u011bm spr\u00e1vn\u00fdm z\u00e1kazn\u00edk\u016fm.<\/p>\n\n\n\n

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

Jasn\u00e1 v\u00fdzva k akci (CTA)<\/strong> z\u00e1kazn\u00edkovi p\u0159\u00edmo uk\u00e1\u017ee, co maj\u00ed d\u00e1l d\u011blat. P\u0159idejte tla\u010d\u00edtko, nap\u0159\u00edklad \u201eRezervovat nyn\u00ed\u201c, \u201eObjevte nab\u00eddku\u201c nebo \u201eZobrazit dal\u0161\u00ed z\u00e1jezdy\u201c. <\/p>\n\n\n\n

V platform\u011b CareCloud si m\u016f\u017eete snadno p\u0159izp\u016fsobit text, styl a barvu tla\u010d\u00edtka tak, aby odpov\u00eddaly designu va\u0161\u00ed kampan\u011b.<\/p>\n\n\n\n

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

U\u017eite\u010dn\u00e9 tipy a triky<\/strong> nab\u00eddnou \u010dten\u00e1\u0159\u016fm praktick\u00e9 rady (od cestovn\u00edch doporu\u010den\u00ed po tipy, co si s sebou zabalit), kter\u00e9 jim pomohou l\u00e9pe se p\u0159ipravit a s jistotou se rozhodnout pro rezervaci. <\/p>\n\n\n\n

Na z\u00e1v\u011br je\u0161t\u011b p\u0159id\u00e1me \u010dty\u0159i osv\u011bd\u010den\u00e9 tipy, jak zaujmout \u010dten\u00e1\u0159e:<\/p>\n\n\n\n

    \n
  • Udr\u017eujte sv\u00e9 e-maily kr\u00e1tk\u00e9, jasn\u00e9 a v konverza\u010dn\u00edm t\u00f3nu. Pi\u0161te, jako byste mluvili p\u0159\u00edmo ke \u010dten\u00e1\u0159i.<\/li>\n\n\n\n
  • Zam\u011b\u0159te se v ka\u017ed\u00e9m e-mailu na jednu hlavn\u00ed my\u0161lenku a zd\u016frazn\u011bte v\u00fdhody je\u0161t\u011b p\u0159ed samotnou nab\u00eddkou.<\/li>\n\n\n\n
  • Pou\u017e\u00edvejte dynamick\u00e1 slovesa a zajist\u011bte, aby byl obsah snadno \u010diteln\u00fd pomoc\u00ed nadpis\u016f, odr\u00e1\u017eek \u010di jin\u00fdch vizu\u00e1ln\u00edch prvk\u016f.<\/li>\n\n\n\n
  • V\u017edy v\u0161ak p\u0159izp\u016fsobte t\u00f3n, styl a \u00farove\u0148 detail\u016f sv\u00e9 c\u00edlov\u00e9 skupin\u011b.<\/li>\n<\/ul>\n\n\n\n

    Poj\u010fme se te\u010f pod\u00edvat na fin\u00e1ln\u00ed design e-mailu, jeden pro pl\u00e1\u017eovou a jeden pro aktivn\u00ed dovolenou:<\/p>\n\n\n\n

    Dovolen\u00e1 na pl\u00e1\u017ei<\/td>Aktivn\u00ed dovolen\u00e1<\/td><\/tr>
    \"\"<\/td>\"\"<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    Kombinac\u00ed personalizace, jasn\u00fdch v\u00fdzev k akci a u\u017eite\u010dn\u00fdch rad, jako jsou cestovn\u00ed tipy nebo \u010dasto kladen\u00e9 ot\u00e1zky, budou va\u0161e e-maily p\u016fsobit profesion\u00e1ln\u011b a dodaj\u00ed z\u00e1kazn\u00edk\u016fm jistotu p\u0159i rezervaci.<\/p>\n\n\n\n

    Jakmile je obsah e-mailu p\u0159ipraven, p\u0159ejdeme k na\u010dasov\u00e1n\u00ed.<\/p>\n\n\n\n

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

    Z\u00e1kazn\u00edci dost\u00e1vaj\u00ed ka\u017ed\u00fd den des\u00edtky e-mail\u016f, tak\u017ee odesl\u00e1n\u00ed kampan\u011b ve spr\u00e1vn\u00fd \u010das je kl\u00ed\u010dov\u00e9. <\/p>\n\n\n\n

    CareCloud v\u00e1m nab\u00edz\u00ed t\u0159i flexibiln\u00ed mo\u017enosti: odeslat kampa\u0148 ru\u010dn\u011b, napl\u00e1novat jej\u00ed automatick\u00e9 odesl\u00e1n\u00ed ve zvolen\u00fd \u010das nebo nechat syst\u00e9m optimalizovat \u010das odesl\u00e1n\u00ed pro ka\u017ed\u00e9ho z\u00e1kazn\u00edka na z\u00e1klad\u011b jeho minul\u00e9 interakce. <\/p>\n\n\n\n

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

    P\u0159esto\u017ee v tomto \u010dl\u00e1nku vytv\u00e1\u0159\u00edme pouze jeden e-mail, cel\u00e1 kampa\u0148 m\u016f\u017ee obsahovat v\u00edce zpr\u00e1v, nap\u0159\u00edklad \u00favodn\u00ed inspirativn\u00ed e-mail, letn\u00ed tipy, p\u0159ipomenut\u00ed a propagaci first-minute z\u00e1jezd\u016f. Odesl\u00e1n\u00ed sekvence e-mail\u016f udr\u017euje publikum v pozoru a zvy\u0161uje po\u010det rezervac\u00ed.<\/p>\n\n\n\n

    Aby va\u0161e kampan\u011b dos\u00e1hly co nejlep\u0161\u00edch v\u00fdsledk\u016f, pou\u017eijte A\/B testov\u00e1n\u00ed.<\/p>\n\n\n\n

    Nastavit A\/B testov\u00e1n\u00ed v platform\u011b CareCloud zabere jen p\u00e1r kliknut\u00ed: sta\u010d\u00ed zapnout A\/B testov\u00e1n\u00ed, nastavit po\u010det z\u00e1kazn\u00edk\u016f, zvolit datum testov\u00e1n\u00ed alespo\u0148 dva dny p\u0159ed zah\u00e1jen\u00edm cel\u00e9 kampan\u011b, vybrat dva n\u00e1vrhy e-mail\u016f k porovn\u00e1n\u00ed a rozhodnout se, kterou metriku chcete sledovat, nap\u0159\u00edklad m\u00edru otev\u0159en\u00ed nebo m\u00edru prokliku.<\/p>\n\n\n\n

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

    Jakmile je test dokon\u010den, CareCloud automaticky ode\u0161le l\u00e9pe funguj\u00edc\u00ed verzi zbytku va\u0161eho publika. U\u017e nemus\u00edte h\u00e1dat, kter\u00fd e-mail bude fungovat nejl\u00e9pe. <\/p>\n\n\n\n

    PRO Tip:<\/strong> Pravideln\u011b prov\u00e1d\u011bjte A\/B testy a experimentujte s p\u0159edm\u011bty e-mail\u016f, obr\u00e1zky nebo v\u00fdzvami k akci. I mal\u00e9 \u00fapravy mohou p\u0159in\u00e9st cenn\u00e9 informace o va\u0161em publiku a pomoci v\u00e1m neust\u00e1le zlep\u0161ovat va\u0161e kampan\u011b.<\/p>\n\n\n\n

    VYZKOU\u0160EJTE CARECLOUD V AKCI<\/p>\n\n\n\n

    S CDP & CRM CareCloud nebyla tvorba cestovn\u00ed e-mailov\u00e9 kampan\u011b nikdy jednodu\u0161\u0161\u00ed. Od obohacen\u00ed z\u00e1kaznick\u00fdch dat a vytv\u00e1\u0159en\u00ed p\u0159esn\u00fdch c\u00edlov\u00fdch skupin a\u017e po n\u00e1vrh personalizovan\u00fdch e-mail\u016f a jejich automatick\u00e9 testov\u00e1n\u00ed je ka\u017ed\u00fd krok zjednodu\u0161en, abyste u\u0161et\u0159ili \u010das a maximalizovali v\u00fdsledky. M\u016f\u017eete se soust\u0159edit na tvorbu nab\u00eddek, kter\u00e9 rezonuj\u00ed, zat\u00edmco CareCloud se postar\u00e1 o technickou str\u00e1nku odes\u00edl\u00e1n\u00ed, segmentaci a optimalizaci kampan\u00ed.<\/p>\n\n\n\n

    D\u00edky platform\u011b CareCloud si cestovn\u00ed kancel\u00e1\u0159e zajist\u00ed, aby se jejich e-maily dostaly ke spr\u00e1vn\u00fdm z\u00e1kazn\u00edk\u016fm ve spr\u00e1vn\u00fd \u010das a aby se zpr\u00e1vy p\u0159izp\u016fsobily jejich z\u00e1jm\u016fm a chov\u00e1n\u00ed. To znamen\u00e1 vy\u0161\u0161\u00ed zapojen\u00ed, v\u00edce rezervac\u00ed a spokojen\u011bj\u0161\u00ed z\u00e1kazn\u00edky; to v\u0161e p\u0159i zachov\u00e1n\u00ed efektivity a kontroly nad ka\u017edou kampan\u00ed.<\/p>","protected":false},"excerpt":{"rendered":"

    Emailing remains one of the most powerful ways for travel agencies to inspire travelers and drive bookings. In this step-by-step guide, you\u2019ll learn how to create campaigns that reach the right audience, deliver the right message, and convert interest into real trips. SETTING UP THE STAGE For this guide, we\u2019ll use Skimora, a fictional travel…<\/p>","protected":false},"author":10,"featured_media":10851,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[31],"tags":[26,13,17,36],"class_list":["post-10827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tutorials","tag-customer-data","tag-emailing","tag-loyalty","tag-travel-industry"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10827","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\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=10827"}],"version-history":[{"count":5,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10827\/revisions"}],"predecessor-version":[{"id":10873,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10827\/revisions\/10873"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/10851"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=10827"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=10827"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=10827"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}