{"id":8321,"date":"2025-01-19T17:27:23","date_gmt":"2025-01-19T16:27:23","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=8321"},"modified":"2025-01-19T18:01:53","modified_gmt":"2025-01-19T17:01:53","slug":"jak-merit-uspech-e-mailove-kampane","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/jak-merit-uspech-e-mailove-kampane\/","title":{"rendered":"Jak m\u011b\u0159it \u00fasp\u011bch e-mailov\u00e9 kampan\u011b?"},"content":{"rendered":"<p class=\"blogperex\">Zm\u011b\u0159te \u00fasp\u011b\u0161nost sv\u00e9 e-mailov\u00e9 kampan\u011b a poznejte sv\u00e9 z\u00e1kazn\u00edky. P\u0159e\u010dt\u011bte si tento \u010dl\u00e1nek a zjist\u011bte, jak\u00e9 metriky byste m\u011bli analyzovat, v jak\u00e9 m\u00ed\u0159e ovliv\u0148uj\u00ed v\u00e1\u0161 \u00fasp\u011bch a jak v\u00e1m e-mailov\u00e1 kampa\u0148 m\u016f\u017ee pomoci vybudovat \u00fasp\u011b\u0161nou zna\u010dku.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.crmcarecloud.com\/wp-content\/uploads\/2025\/01\/mereni-uspesnosti-1-1024x576.jpg\" alt=\"\" class=\"wp-image-8323\" srcset=\"https:\/\/www.crmcarecloud.com\/wp-content\/uploads\/2025\/01\/mereni-uspesnosti-1-1024x576.jpg 1024w, https:\/\/www.crmcarecloud.com\/wp-content\/uploads\/2025\/01\/mereni-uspesnosti-1-300x169.jpg 300w, https:\/\/www.crmcarecloud.com\/wp-content\/uploads\/2025\/01\/mereni-uspesnosti-1-768x432.jpg 768w, https:\/\/www.crmcarecloud.com\/wp-content\/uploads\/2025\/01\/mereni-uspesnosti-1-1536x864.jpg 1536w, https:\/\/www.crmcarecloud.com\/wp-content\/uploads\/2025\/01\/mereni-uspesnosti-1-2048x1152.jpg 2048w, https:\/\/www.crmcarecloud.com\/wp-content\/uploads\/2025\/01\/mereni-uspesnosti-1-18x10.jpg 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"nadpismaly spodniodsazeni\">NEJPRVE SI VYTVO\u0158TE PL\u00c1N<\/p>\n\n\n\n<p class=\"blogodstavec\">Ka\u017edou kampa\u0148 je t\u0159eba m\u011b\u0159it. Prvn\u00edm krokem je stanoven\u00ed relevantn\u00edch KPI (kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti) pro va\u0161i zna\u010dku nebo kampa\u0148. M\u016f\u017eete m\u011b\u0159it typick\u00e9 metriky jako M\u00edru otev\u0159en\u00ed nebo M\u00edru prokliku, ale probl\u00e9m je, \u017ee ji\u017e nejsou tak relevantn\u00ed. Platforma CareCloud nab\u00edz\u00ed aplikaci Anal\u00fdzy &amp; Reporting, kde naleznete metriky jako Uplift nebo Promoted Product Revenue, kter\u00e9 jsou mnohem relevantn\u011bj\u0161\u00ed.<\/p>\n\n\n\n<p class=\"blogodstavec\">Dal\u0161\u00ed z\u00e1sadn\u00ed v\u011bc p\u0159ed vytvo\u0159en\u00edm kampan\u011b je definovat sv\u016fj c\u00edl a z\u00e1m\u011br. Pozor, oboje mus\u00ed b\u00fdt m\u011b\u0159iteln\u00e9! Rozhodn\u011b je t\u0159eba rozmyslet se je\u0161t\u011b p\u0159ed samotn\u00fdm vytvo\u0159en\u00edm kampan\u011b.<\/p>\n\n\n\n<p class=\"nadpismaly spodniodsazeni\">KPI PRO E-MAILOVOU KAMPA\u0147<\/p>\n\n\n\n<p class=\"blogodstavec\">KPI jsou metriky, kter\u00e9 ukazuj\u00ed \u00fasp\u011b\u0161nost kampan\u011b. Na platform\u011b CareCloud jsou shrnuty v p\u0159ehledn\u00fdch grafech, ale aby byly co nejv\u00edce u\u017eite\u010dn\u00e9, mus\u00edme v\u011bd\u011bt, co p\u0159esn\u011b ukazuj\u00ed. U\u017e jsme n\u011bkter\u00e9 z nich zm\u00ednili, ale nyn\u00ed vysv\u011btl\u00edme, pro\u010d byste je m\u011bli zn\u00e1t.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"blogodstavec\"><strong>M\u00edra otev\u0159en\u00ed<\/strong> porovn\u00e1v\u00e1 po\u010det otev\u0159en\u00fdch e-mail\u016f s po\u010dtem odeslan\u00fdch e-mail\u016f. I kdy\u017e byla M\u00edra otev\u0159en\u00ed popul\u00e1rn\u00ed, u\u017e opravdu nen\u00ed relevantn\u00ed. Probl\u00e9m je, \u017ee za\u0159\u00edzen\u00ed Apple na\u010d\u00edtaj\u00ed v\u0161echny e-maily p\u0159edem, co\u017e tuto metriku zkresluje.<\/li>\n\n\n\n<li class=\"blogodstavec\"><strong>M\u00edra prokliku<\/strong> sleduje, kolik p\u0159\u00edjemc\u016f kliklo na odkaz v e-mailu. Bohu\u017eel ani tato metrika u\u017e nen\u00ed relevantn\u00ed kv\u016fli stejn\u00e9mu probl\u00e9mu jako u m\u00edry otev\u0159en\u00ed. Apple m\u00e1 antivirovou ochranu, kter\u00e1 odkazy automaticky otev\u00edr\u00e1, tak\u017ee sice uvid\u00edte vysokou m\u00edru proklik\u016f, ale skute\u010dn\u00e1 \u010d\u00edsla nez\u00edsk\u00e1te. <\/li>\n\n\n\n<li class=\"blogodstavec\"><strong>Uplift<\/strong> m\u011b\u0159\u00ed celkov\u00fd zisk od z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed obdr\u017eeli e-mail. Co\u017e znamen\u00e1, \u017ee m\u011b\u0159\u00edme, kolik z\u00e1kazn\u00edk\u016f provedlo dal\u0161\u00ed n\u00e1kupy ve srovn\u00e1n\u00ed s t\u00edm, kdyby kampa\u0148 nebyla odesl\u00e1na v\u016fbec. V\u00fdpo\u010det je velmi jednoduch\u00fd: Ode\u010dt\u011bte pr\u016fm\u011brn\u00fd obrat publika od pr\u016fm\u011brn\u00e9ho obratu kontroln\u00ed skupiny, kter\u00e1 e-mail neobdr\u017eela, a v\u00fdsledek vyd\u011blte po\u010dtem z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed e-mail obdr\u017eeli. Tak z\u00edsk\u00e1te uplift.<\/li>\n\n\n\n<li class=\"blogodstavec\"><strong>Propagovan\u00fd produkt<\/strong> ukazuje obrat z produktu, kter\u00fd jste v kampani doporu\u010dovali. V\u00fdpo\u010det je stejn\u00fd jako u upliftu. Ode\u010dt\u011bte pr\u016fm\u011brn\u00fd obrat propagovan\u00e9ho produktu publika od pr\u016fm\u011brn\u00e9ho obratu propagovan\u00e9ho produktu kontroln\u00ed skupiny, kter\u00e1 e-mail neobdr\u017eela, nakonec vyd\u011blte po\u010dtem z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed e-mail obdr\u017eeli. Tato metrika ukazuje p\u0159\u00edjem z inzerovan\u00fdch produkt\u016f.<\/li>\n<\/ul>\n\n\n\n<p class=\"blogodstavec\">Nebojte, nemus\u00edte si pamatovat, jak to v\u0161echno spo\u010d\u00edtat. S aplikac\u00ed Anal\u00fdzy &amp; Reporting m\u00e1te v\u0161echny tyto metriky organizovan\u00e9 a automaticky vypo\u010d\u00edtan\u00e9 pro snadn\u00e9 a efektivn\u00ed pou\u017eit\u00ed.<\/p>\n\n\n\n<p class=\"nadpismaly spodniodsazeni\">VLIV KPI NA VA\u0160\u00cd ZNA\u010cKU<\/p>\n\n\n\n<p class=\"blogodstavec\">E-mailov\u00fd marketing je praktick\u00fd zp\u016fsob, jak probudit z\u00e1jem va\u0161ich z\u00e1kazn\u00edk\u016f. Pokud svou e-mailovou kampa\u0148 provedete spr\u00e1vn\u011b, je to tak\u00e9 efektivn\u00ed a rychl\u00fd zp\u016fsob, jak informovat z\u00e1kazn\u00edky o nov\u00fdch produktech nebo slu\u017eb\u00e1ch. Krom\u011b toho je odes\u00edl\u00e1n\u00ed e-mail\u016f t\u00e9m\u011b\u0159 zdarma, co\u017e z n\u011bj \u010din\u00ed levn\u00fd zp\u016fsob komunikace se z\u00e1kazn\u00edky. Platformy jako CDP &amp; CRM CareCloud cel\u00fd proces zna\u010dn\u011b usnad\u0148uj\u00ed \u2013 shroma\u017e\u010fujte z\u00e1kaznick\u00e1 data na jednom m\u00edst\u011b, vyu\u017eijte je pro personalizaci a pos\u00edlejte e-maily prost\u0159ednictv\u00edm automatizovan\u00fdch pracovn\u00edch postup\u016f.<\/p>\n\n\n\n<p class=\"blogodstavec translation-block\">K dispozici jsou tak\u00e9 metriky, kter\u00e9 v\u00e1m pomohou zjistit, zda se e-mailov\u00e1 kampa\u0148 vyplatila. Nap\u0159\u00edklad m\u00edra konverze m\u011b\u0159\u00ed, kolik lid\u00ed provedlo specifickou akci, kterou jste cht\u011bli, aby ud\u011blali. Ka\u017ed\u00e1 e-mailov\u00e1 kampa\u0148 je odesl\u00e1na z n\u011bjak\u00e9ho d\u016fvodu \u2013 p\u0159ipomenout z\u00e1kazn\u00edk\u016fm va\u0161i zna\u010dku, zlep\u0161it prodej, zv\u00fd\u0161it aktivitu na webu atd. Vyberte akci, kterou by z\u00e1kazn\u00edci m\u011bli prov\u00e9st, a m\u011b\u0159te, zda byla kampa\u0148 \u00fasp\u011b\u0161n\u00e1.<\/p>\n\n\n\n<p class=\"blogodstavec\">Na druhou stranu, ROI (n\u00e1vratnost investice) m\u011b\u0159\u00ed, zda byla va\u0161e kampa\u0148 n\u00e1kladov\u011b efektivn\u00ed. Matematick\u00fd vzorec je (zisk m\u00ednus n\u00e1klady) \/ n\u00e1klady. Pokud vyd\u011bl\u00e1te v\u00edce, ne\u017e jste vlo\u017eili do e-mailov\u00e9 kampan\u011b, je ROI va\u0161\u00ed investice \u010dist\u011b pozitivn\u00ed. Podle statistik od CareCloud m\u00e1 e-mailov\u00fd marketing nejvy\u0161\u0161\u00ed ROI.<\/p>\n\n\n\n<p class=\"nadpismaly spodniodsazeni\">BEZ PLATFORMY TO NEJDE<\/p>\n\n\n\n<p class=\"blogodstavec\">V\u00e1\u0161 \u00fasp\u011bch lze m\u011b\u0159it pouze se spr\u00e1vnou platformou, kde uvid\u00edte sv\u00e9 v\u00fdsledky. P\u0159ipojte se k CDP &amp; CRM CareCloud a za\u010dn\u011bte vytv\u00e1\u0159et \u00fa\u017easn\u00e9 marketingov\u00e9 kampan\u011b. V aplikaci Kampan\u011b &amp; C\u00edlov\u00e9 skupiny m\u016f\u017eete navrhovat e-maily a n\u00e1sledn\u011b segmentovat sv\u00e9 z\u00e1kazn\u00edky podle vlastn\u00edch preferenc\u00ed. Nechte aplikaci Automatizace marketingu odes\u00edlat e-maily bez va\u0161\u00ed intervence. Nakonec si prohl\u00e9dn\u011bte v\u00fdsledky kampan\u011b v aplikaci Anal\u00fdzy &amp; Reporting, kde uvid\u00edte v\u0161e v p\u0159ehledn\u00fdch grafech.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Measure the success of your email campaign and get to know your customers. Read this article to learn what metrics you should focus on, how they impact your business, and how email campaigns help you build a successful brand. FIRST, CREATE A PLAN Every campaign needs to be measured. The first step is determining what&hellip;<\/p>","protected":false},"author":10,"featured_media":8322,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[21,13],"class_list":["post-8321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-analysis","tag-emailing"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/8321","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=8321"}],"version-history":[{"count":3,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/8321\/revisions"}],"predecessor-version":[{"id":8326,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/8321\/revisions\/8326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/8322"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=8321"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=8321"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=8321"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}