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Spotřebitelé si stále častěji vybírají také dárky v podobě zážitků, např. workshopů, poukázek nebo rodinných atrakcí, aby tento den strávili společně zajímavým způsobem. ",[705],{"type":689,"attrs":706},{"color":691},"Paragraph",{"_uid":709,"text":710,"variant":673,"component":674},"7e0b1bec-84ab-489a-90fa-8fb1c6abec5c","Den dětí v e-mailovém marketingu",{"_uid":712,"text":713,"style":59,"component":707},"5a19d4ac-95d4-45e1-9591-c6fda067f9ec",{"type":678,"content":714},[715,736,744,765,772,780,842,846],{"type":681,"attrs":716,"content":717},{"textAlign":63},[718,723,731],{"text":719,"type":686,"marks":720},"Právě proto se e-mailový marketing ke Dni dětí velmi osvědčuje. ",[721],{"type":689,"attrs":722},{"color":691},{"text":724,"type":686,"marks":725},"Kampaně",[726,729],{"type":696,"attrs":727},{"href":728,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fkampan\u002F",{"type":689,"attrs":730},{"color":691},{"text":732,"type":686,"marks":733}," rozesílané v květnu často dosahují vysoké míry otevření a prokliků, zejména pokud značky využívají emocionální komunikaci. Na rozdíl od agresivních prodejních kampaní zde lépe fungují příběhy, sentiment a zdůrazňování rodinných vztahů.",[734],{"type":689,"attrs":735},{"color":691},{"type":681,"attrs":737,"content":738},{"textAlign":63},[739],{"text":740,"type":686,"marks":741}," ",[742],{"type":689,"attrs":743},{"color":691},{"type":681,"attrs":745,"content":746},{"textAlign":63},[747,752,760],{"text":748,"type":686,"marks":749},"Velký význam má také ",[750],{"type":689,"attrs":751},{"color":691},{"text":753,"type":686,"marks":754},"personalizace",[755,758],{"type":696,"attrs":756},{"href":757,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Ffunkce\u002F#personalization",{"type":689,"attrs":759},{"color":691},{"text":761,"type":686,"marks":762},". Zákazníci mnohem častěji reagují na doporučení přizpůsobená věku dítěte nebo předchozím nákupům. Podle výzkumů týkajících se chování spotřebitelů v online prostředí patří personalizace a důvěra ve značku k nejdůležitějším faktorům ovlivňujícím nákupní rozhodnutí v e-commerce.",[763],{"type":689,"attrs":764},{"color":691},{"type":681,"attrs":766,"content":767},{"textAlign":63},[768],{"text":740,"type":686,"marks":769},[770],{"type":689,"attrs":771},{"color":691},{"type":681,"attrs":773,"content":774},{"textAlign":63},[775],{"text":776,"type":686,"marks":777},"V praxi značky využívají Den dětí k vytváření:",[778],{"type":689,"attrs":779},{"color":691},{"type":781,"content":782},"bullet_list",[783,794,804,814,832],{"type":784,"content":785},"list_item",[786],{"type":681,"attrs":787,"content":788},{"textAlign":63},[789],{"text":790,"type":686,"marks":791},"dárkových kampaní,",[792],{"type":689,"attrs":793},{"color":691},{"type":784,"content":795},[796],{"type":681,"attrs":797,"content":798},{"textAlign":63},[799],{"text":800,"type":686,"marks":801},"e-mailových rozesílek s bestsellery,",[802],{"type":689,"attrs":803},{"color":691},{"type":784,"content":805},[806],{"type":681,"attrs":807,"content":808},{"textAlign":63},[809],{"text":810,"type":686,"marks":811},"časově omezených akcí,",[812],{"type":689,"attrs":813},{"color":691},{"type":784,"content":815},[816],{"type":681,"attrs":817,"content":818},{"textAlign":63},[819,827],{"text":820,"type":686,"marks":821},"automatizovaných scénářů",[822,825],{"type":696,"attrs":823},{"href":824,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Ffunkce\u002F#automation",{"type":689,"attrs":826},{"color":691},{"text":828,"type":686,"marks":829},",",[830],{"type":689,"attrs":831},{"color":691},{"type":784,"content":833},[834],{"type":681,"attrs":835,"content":836},{"textAlign":63},[837],{"text":838,"type":686,"marks":839},"upomínek na doručení před 1. červnem.",[840],{"type":689,"attrs":841},{"color":691},{"type":681,"attrs":843,"content":844},{"textAlign":63},[845],{"text":740,"type":686},{"type":681,"attrs":847,"content":848},{"textAlign":63},[849],{"text":850,"type":686,"marks":851},"Pro e-commerce zůstává tento svátek jedním z nejlepších příkladů propojení prodeje s emocionálním marketingem. Značky, které dokážou využít personalizaci a správné načasování kampaně, mohou nejen zvýšit prodej, ale také budovat dlouhodobé vztahy se zákazníky.",[852],{"type":689,"attrs":853},{"color":691},{"_uid":855,"text":856,"variant":673,"component":674},"f42cce34-9e62-41d8-80db-e07c42f82650","Správné načasování je klíčem k úspěchu",{"_uid":858,"text":859,"style":59,"component":707},"ba2fc4e2-db3a-4488-93ba-5925a5e3f526",{"type":678,"content":860},[861,869,873,901,908],{"type":681,"attrs":862,"content":863},{"textAlign":63},[864],{"text":865,"type":686,"marks":866},"Kdy zahájit komunikaci u příležitosti Dne dětí? Stejně jako u jiných svátků a výročí se vyplatí začít asi dva týdny předem. Je to vhodná doba na to, abyste zákazníkům zaslali první tipy na dárky a nenápadně jim připomněli blížící se svátek jejich ratolestí.",[867],{"type":689,"attrs":868},{"color":691},{"type":681,"attrs":870,"content":871},{"textAlign":63},[872],{"text":740,"type":686},{"type":681,"attrs":874,"content":875},{"textAlign":63},[876,881,883,888,896],{"text":877,"type":686,"marks":878},"Největší nákupní ruch se však obvykle objevuje asi týden před 1. červnem. Právě tehdy značky zaznamenávají ",[879],{"type":689,"attrs":880},{"color":691},{"text":882,"type":686},"nárůst míry otevření",{"text":884,"type":686,"marks":885}," ",[886],{"type":689,"attrs":887},{"color":691},{"text":889,"type":686,"marks":890},"newsletterů",[891,894],{"type":696,"attrs":892},{"href":893,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fnewsletter\u002F",{"type":689,"attrs":895},{"color":691},{"text":897,"type":686,"marks":898}," a vyšší konverze v e-mailových marketingových kampaních. Je to nejlepší okamžik pro zintenzivnění prodejních aktivit, zasílání produktových doporučení nebo sdělení o omezené dostupnosti zboží.",[899],{"type":689,"attrs":900},{"color":691},{"type":681,"attrs":902,"content":903},{"textAlign":63},[904],{"text":740,"type":686,"marks":905},[906],{"type":689,"attrs":907},{"color":691},{"type":681,"attrs":909,"content":910},{"textAlign":63},[911],{"text":912,"type":686,"marks":913},"Dobrým završením kampaně může být také tzv. last minute mailing zaměřený na zapomnětlivé zákazníky. Sdělení ve stylu „Objednejte dnes do půlnoci a doručíme dárek ještě před Dnem dětí“ účinně využívají efekt naléhavosti a často pomáhají zvýšit prodej těsně před koncem kampaně.",[914],{"type":689,"attrs":915},{"color":691},{"_uid":917,"text":918,"variant":673,"component":674},"63f993a9-63e1-4c55-a3f0-50603115d52a","Inspirace pro vaše kampaně ke Dni dětí",{"_uid":920,"text":921,"style":59,"component":707},"6feeb922-bd24-46d0-893a-77a719dae935",{"type":678,"content":922},[923,931,946,953,967,974],{"type":681,"attrs":924,"content":925},{"textAlign":63},[926],{"text":927,"type":686,"marks":928},"Pokud potřebujete inspiraci pro své kampaně, zde jsou nejoblíbenější směry aktivit v e-commerce v období Dne dětí:",[929],{"type":689,"attrs":930},{"color":691},{"type":681,"attrs":932,"content":933},{"textAlign":63},[934,941],{"text":935,"type":686,"marks":936},"Emoce a sny: ",[937,939],{"type":689,"attrs":938},{"color":691},{"type":940},"bold",{"text":942,"type":686,"marks":943},"Kampaně zdůrazňující dětskou fantazii, vášně a sny, jako je herectví, hudba nebo sport. Často se v nich využívají fotografie dětí zaměstnanců firmy, což dodává komunikaci autentičnost. Tento typ reklam často boří stereotypy spojené s pohlavím a přiřazováním konkrétních rolí či povolání.",[944],{"type":689,"attrs":945},{"color":691},{"type":681,"attrs":947,"content":948},{"textAlign":63},[949],{"text":740,"type":686,"marks":950},[951],{"type":689,"attrs":952},{"color":691},{"type":681,"attrs":954,"content":955},{"textAlign":63},[956,962],{"text":957,"type":686,"marks":958},"Aktivní trávení času: ",[959,961],{"type":689,"attrs":960},{"color":691},{"type":940},{"text":963,"type":686,"marks":964},"Kampaně propagující sport a společnou hru rodičů s dětmi v pohybu. Zaměřují se na budování vztahů a povzbuzování k trávení času offline, což dobře rezonuje s rodinným charakterem svátku.",[965],{"type":689,"attrs":966},{"color":691},{"type":681,"attrs":968,"content":969},{"textAlign":63},[970],{"text":740,"type":686,"marks":971},[972],{"type":689,"attrs":973},{"color":691},{"type":681,"attrs":975,"content":976},{"textAlign":63},[977,983],{"text":978,"type":686,"marks":979},"Společenské aktivity: ",[980,982],{"type":689,"attrs":981},{"color":691},{"type":940},{"text":984,"type":686,"marks":985},"Období před Dnem dětí je vhodným okamžikem pro charitativní akce. Pokud se vaše firma angažuje v sociálních aktivitách, můžete tento čas využít jako přirozený kontext pro komunikaci a povzbudit zákazníky ke společné podpoře vybraných iniciativ.",[986],{"type":689,"attrs":987},{"color":691},"2026-05-20 00:00",{"_uid":990,"title":991,"plugin":60,"description":992},"53c44a20-790b-44ac-a512-131e27fa2639","Den dětí v e-mailingu: Jak využít potenciál kampaní?","Zjistěte, jak v e-commerce využít Den dětí. Přinášíme tipy na kampaně postavené na emocích, správném načasování a personalizaci, které zvýší vaše prodeje.",{"id":994,"alt":995,"name":59,"focus":59,"title":59,"source":59,"filename":996,"copyright":59,"fieldtype":997,"meta_data":998,"is_external_url":40},178567280800488,"Den dětí grafika","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F160837\u002F1820x940\u002Fc6675e7c0e\u002Fden-deti.png","asset",{"alt":995,"title":59,"source":59,"copyright":59},{"type":678,"content":1000},[1001,1016,1023],{"type":681,"attrs":1002,"content":1003},{"textAlign":63},[1004,1009,1011],{"text":1005,"type":686,"marks":1006},"Den dětí je pro odvětví e-commerce jedním z nejdůležitějších prodejních momentů v první polovině roku. ",[1007],{"type":689,"attrs":1008},{"color":691},{"text":1010,"type":686},"Ačkoli je tento svátek spojován",{"text":1012,"type":686,"marks":1013}," především s dárky a rodinnou atmosférou, pro marketéry je také příležitostí k vedení účinných e-mailových marketingových kampaní založených na emocích, nostalgii a budování důvěry u zákazníků.",[1014],{"type":689,"attrs":1015},{"color":691},{"type":681,"attrs":1017,"content":1018},{"textAlign":63},[1019],{"text":740,"type":686,"marks":1020},[1021],{"type":689,"attrs":1022},{"color":691},{"type":681,"attrs":1024,"content":1025},{"textAlign":63},[1026],{"text":1027,"type":686,"marks":1028},"V Česku se Den dětí slaví 1. června od roku 1952. Samotná myšlenka tohoto svátku se začala rozvíjet po druhé světové válce a měla upozorňovat na práva a blaho dětí. Na mezinárodní úrovni bylo důležitým momentem přijetí Úmluvy o právech dítěte Organizací spojených národů v roce 1989. Dnes má tento svátek nejen společenský rozměr, ale také velmi silný komerční potenciál.",[1029],{"type":689,"attrs":1030},{"color":691},"Jolanta Nowaczyk","Den dětí a e-commerce\nDen dětí v e-mailovém marketingu\nSprávné načasování je klíčem k úspěchu\nInspirace pro vaše kampaně ke Dni dětí","2","blog",[1036],{"name":1037,"created_at":1038,"published_at":1039,"updated_at":1040,"id":1041,"uuid":1042,"content":1043,"slug":1052,"full_slug":1053,"sort_by_date":63,"position":286,"tag_list":1054,"is_startpage":40,"parent_id":1055,"meta_data":63,"group_id":1056,"first_published_at":1057,"release_id":63,"lang":68,"path":63,"alternates":1058,"default_full_slug":1053,"translated_slugs":1059,"_stopResolving":48},"Tipy a triky","2025-09-22T11:17:25.905Z","2025-09-22T13:46:41.111Z","2025-09-23T07:12:41.340Z",93594607262211,"f27bdc5d-21f6-49a4-a1ef-6c72567ab75a",{"_uid":1044,"meta":1045,"title":1037,"component":1049,"badgeColor":1050,"description":1051},"0e3fb611-970f-4529-ba9b-a2a0f5a1e9c6",{"_uid":1046,"title":1047,"plugin":60,"description":1048},"a965483d-356b-4047-8807-f5bd0ec3e96c","Kategorie blogu: Tipy a triky","Objevte praktické rady a ověřené tipy pro efektivní práci s Ecomailem, automatizaci a zlepšení výsledků kampaní.","blog_category","#00D1DE","Praktické rady, zjednodušené postupy a osvědčené techniky pro efektivní e-mailing. V této sekci sdílíme konkrétní tipy, které vám pomohou zlepšit výkon kampaní, automatizací i sběru kontaktů. Ideální pro každého, kdo chce z Ecomailu vytěžit maximum.","tipy-a-triky","blog\u002Fcategories\u002Fcs\u002Ftipy-a-triky",[],93594010060197,"d6d3cb57-96f4-4029-9410-f5c74422424c","2025-09-22T11:24:56.568Z",[],[1060,1061,1062],{"path":1053,"name":63,"lang":73,"published":63},{"path":1053,"name":63,"lang":75,"published":63},{"path":1053,"name":63,"lang":77,"published":63},"den-deti-v-e-mailovem-marketingu-jak-znacky-vyuzivaji-potencial-tohoto-svatku-","blog\u002Fcs\u002Fden-deti-v-e-mailovem-marketingu-jak-znacky-vyuzivaji-potencial-tohoto-svatku-",-1150,[],455095476,"2054c199-3482-42a7-8cd8-bc78b0f8f669","2026-05-20T12:00:14.769Z",[],[1072,1073,1074],{"path":1064,"name":63,"lang":73,"published":63},{"path":1064,"name":63,"lang":75,"published":63},{"path":1064,"name":63,"lang":77,"published":63},{"name":1076,"created_at":1077,"published_at":1078,"updated_at":1079,"id":1080,"uuid":1081,"content":1082,"slug":1924,"full_slug":1925,"sort_by_date":63,"position":1926,"tag_list":1927,"is_startpage":40,"parent_id":1067,"meta_data":63,"group_id":1928,"first_published_at":1929,"release_id":63,"lang":68,"path":63,"alternates":1930,"default_full_slug":1925,"translated_slugs":1931},"13 nejčastějších otázek o GDPR a právu v e-mailingu – aktuálně pro rok 2026","2026-05-18T11:11:43.717Z","2026-05-18T11:57:15.844Z","2026-05-18T11:57:15.870Z",177820072861479,"83d3a46d-9a72-4c1e-8946-6e2df12cb768",{"_uid":1083,"body":1084,"date":1879,"meta":1880,"image":1884,"perex":1889,"author":1912,"schema":59,"duration":1913,"component":1034,"is_public":48,"has_content":48,"category_full":1914,"hide_on_main_page":40},"b70de345-504a-4fef-a665-8da441deade9",[1085,1088,1113,1117,1186,1189,1226,1229,1314,1317,1351,1354,1366,1369,1395,1398,1401,1437,1440,1452,1455,1537,1569,1572,1575,1662,1665,1677,1680,1706,1709,1789,1792],{"_uid":1086,"text":1087,"variant":673,"component":674},"96722878-1698-4ee0-be2d-593bc0f762ad","Ještě před odesláním první kampaně",{"_uid":1089,"text":1090,"style":59,"component":707},"5d5b9013-a8de-47c8-aec6-d34b180e1eae",{"type":678,"content":1091},[1092],{"type":681,"attrs":1093,"content":1094},{"textAlign":63},[1095,1101,1108],{"text":1096,"type":686,"marks":1097},"Ještě než se vrhnete do rozesílání ",[1098],{"type":689,"attrs":1099},{"color":1100},"#1F1F1F",{"text":889,"type":686,"marks":1102},[1103,1105,1107],{"type":696,"attrs":1104},{"href":893,"uuid":63,"anchor":63,"target":699,"linktype":409},{"type":689,"attrs":1106},{"color":1100},{"type":940},{"text":1109,"type":686,"marks":1110},", potřebujete mít legální databázi kontaktů. Databázi si sice můžete koupit na internetu, ale není legální ji použít k rozesílce. Kupovaná databáze vám stejně neposlouží k dobré propagaci, jelikož adresáti o vás nikdy neslyšeli, a navíc pravděpodobně obsahuje spam pasti.",[1111],{"type":689,"attrs":1112},{"color":1100},{"_uid":1114,"text":1115,"variant":1116,"component":674},"c2885360-82b2-46f8-80c7-aa18d7e25b1a","1. Komu můžu posílat obchodní sdělení?","H3",{"_uid":1118,"text":1119,"style":59,"component":707},"c275e5cc-1e88-4555-af57-6aa73780c064",{"type":678,"content":1120},[1121],{"type":681,"attrs":1122,"content":1123},{"textAlign":63},[1124,1129,1135,1140,1142,1143,1148,1154,1159,1160,1161,1167,1172,1181],{"text":1125,"type":686,"marks":1126},"Zaprvé se jedná o ",[1127],{"type":689,"attrs":1128},{"color":1100},{"text":1130,"type":686,"marks":1131},"vaše zákazníky",[1132,1134],{"type":689,"attrs":1133},{"color":1100},{"type":940},{"text":1136,"type":686,"marks":1137},". Zákon stanoví, že jde o takové zákazníky, kteří se zasíláním obchodních sdělení nevyslovili nesouhlas (nezaškrtli políčko, že si zasílání nepřejí, ideálně v posledním kroku objednávky). Tímto způsobem můžete propagovat zboží nebo služby obdobné těm, které u vás zákazník nakoupil.",[1138],{"type":689,"attrs":1139},{"color":1100},{"type":1141},"hard_break",{"type":1141},{"text":1144,"type":686,"marks":1145},"Zadruhé se jedná o ty, kteří se zasíláním ",[1146],{"type":689,"attrs":1147},{"color":1100},{"text":1149,"type":686,"marks":1150},"vyslovili souhlas",[1151,1153],{"type":689,"attrs":1152},{"color":1100},{"type":940},{"text":1155,"type":686,"marks":1156},", nejčastěji skrze online formulář. ",[1157],{"type":689,"attrs":1158},{"color":1100},{"type":1141},{"type":1141},{"text":1162,"type":686,"marks":1163},"Pozor:",[1164,1166],{"type":689,"attrs":1165},{"color":1100},{"type":940},{"text":1168,"type":686,"marks":1169}," Tato pravidla platí stejnou měrou pro e-maily i pro obchodní ",[1170],{"type":689,"attrs":1171},{"color":1100},{"text":1173,"type":686,"marks":1174},"SMS zprávy",[1175,1178,1180],{"type":696,"attrs":1176},{"href":1177,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fsms-marketing\u002F",{"type":689,"attrs":1179},{"color":1100},{"type":940},{"text":1182,"type":686,"marks":1183},".",[1184],{"type":689,"attrs":1185},{"color":1100},{"_uid":1187,"text":1188,"variant":1116,"component":674},"269d5cb3-fcde-43c3-a7d9-de7e1fcad5ee","2. Komu nesmím posílat obchodní sdělení?",{"_uid":1190,"text":1191,"style":59,"component":707},"4b9a965d-48ba-4f0c-8d20-e0e00c72923d",{"type":678,"content":1192},[1193,1201],{"type":681,"attrs":1194,"content":1195},{"textAlign":63},[1196],{"text":1197,"type":686,"marks":1198},"Není dovoleno odesílat sdělení na kontakty z veřejně dostupných nebo zakoupených databází. Není možné bez souhlasu oslovovat ani tzv. potenciální zákazníky.",[1199],{"type":689,"attrs":1200},{"color":1100},{"type":681,"attrs":1202,"content":1203},{"textAlign":63},[1204,1205,1210,1211,1212,1217],{"type":1141},{"text":1206,"type":686,"marks":1207},"Pozor na soutěže – pokud pravidla neobsahují jasný souhlas s marketingem, můžete soutěžící kontaktovat jen ohledně výsledků. Dále nesmíte kontakty přenášet mezi svými různými e-shopy nebo si je brát s sebou z bývalého zaměstnání do nového.",[1208],{"type":689,"attrs":1209},{"color":1100},{"type":1141},{"type":1141},{"text":1213,"type":686,"marks":1214},"TIP: ",[1215],{"type":689,"attrs":1216},{"color":1100},{"text":1218,"type":686,"marks":1219},"Přivítejte vaše zákazníky nezapomenutelnými welcome kampaněmi",[1220,1223,1225],{"type":696,"attrs":1221},{"href":1222,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fblog\u002Fcs\u002Fprivitejte-vase-zakazniky-nezapomenutelnymi-welcome-kampanemi\u002F",{"type":689,"attrs":1224},{"color":1100},{"type":940},{"_uid":1227,"text":1228,"variant":1116,"component":674},"1ff728b4-5aec-4e08-abee-f875799faebb","3. Jak legálně získávat nové kontakty?",{"_uid":1230,"text":1231,"style":59,"component":707},"837983c4-690a-4cbe-9eb6-1002dd3e1159",{"type":678,"content":1232},[1233,1285],{"type":781,"content":1234},[1235,1251,1267],{"type":784,"content":1236},[1237],{"type":681,"attrs":1238,"content":1239},{"textAlign":63},[1240,1246],{"text":1241,"type":686,"marks":1242},"Šetřete se souhlasem:",[1243,1245],{"type":689,"attrs":1244},{"color":1100},{"type":940},{"text":1247,"type":686,"marks":1248}," U zákazníků stačí využít „oprávněný zájem“ a možnost nesouhlasu v košíku.",[1249],{"type":689,"attrs":1250},{"color":1100},{"type":784,"content":1252},[1253],{"type":681,"attrs":1254,"content":1255},{"textAlign":63},[1256,1262],{"text":1257,"type":686,"marks":1258},"Sdělujte účel:",[1259,1261],{"type":689,"attrs":1260},{"color":1100},{"type":940},{"text":1263,"type":686,"marks":1264}," Vždy otevřeně komunikujte, proč údaj sbíráte (např. „Přihlaste se k odběru newsletteru“).",[1265],{"type":689,"attrs":1266},{"color":1100},{"type":784,"content":1268},[1269],{"type":681,"attrs":1270,"content":1271},{"textAlign":63},[1272,1278,1283,1284],{"text":1273,"type":686,"marks":1274},"Splňte informační povinnost:",[1275,1277],{"type":689,"attrs":1276},{"color":1100},{"type":940},{"text":1279,"type":686,"marks":1280}," Odkazujte na své Zásady zpracování osobních údajů všude tam, kde dochází ke sběru dat.",[1281],{"type":689,"attrs":1282},{"color":1100},{"type":1141},{"type":1141},{"type":681,"attrs":1286,"content":1287},{"textAlign":63},[1288,1294,1303,1309],{"text":1289,"type":686,"marks":1290},"Ověřujte (",[1291,1293],{"type":689,"attrs":1292},{"color":1100},{"type":940},{"text":1295,"type":686,"marks":1296},"Double Opt-in",[1297,1300,1302],{"type":696,"attrs":1298},{"href":1299,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fblog\u002Fcs\u002Fdouble-opt-in-vse-co-potrebujete-vedet\u002F",{"type":689,"attrs":1301},{"color":1100},{"type":940},{"text":1304,"type":686,"marks":1305},"):",[1306,1308],{"type":689,"attrs":1307},{"color":1100},{"type":940},{"text":1310,"type":686,"marks":1311}," Adresát by měl po registraci potvrdit svou adresu v potvrzovacím e-mailu.",[1312],{"type":689,"attrs":1313},{"color":1100},{"_uid":1315,"text":1316,"variant":1116,"component":674},"96bf50c3-7f3a-4bbc-87aa-4a20e78a1311","4. Co znamená OPT-IN a OPT-OUT režim?",{"_uid":1318,"text":1319,"style":59,"component":707},"da8a96b7-546f-4556-89f9-3c67072e2d79",{"type":678,"content":1320},[1321,1337],{"type":681,"attrs":1322,"content":1323},{"textAlign":63},[1324,1330,1335,1336],{"text":1325,"type":686,"marks":1326},"OPT-OUT (pro zákazníky):",[1327,1329],{"type":689,"attrs":1328},{"color":1100},{"type":940},{"text":1331,"type":686,"marks":1332}," Můžete posílat nabídky, dokud se neodhlásí. Zákazník musí mít možnost odmítnout zasílání už při nákupu a také v každém obchodním sdělení (ať už jde o e-mail nebo SMS zprávu).",[1333],{"type":689,"attrs":1334},{"color":1100},{"type":1141},{"type":1141},{"type":681,"attrs":1338,"content":1339},{"textAlign":63},[1340,1346],{"text":1341,"type":686,"marks":1342},"OPT-IN (pro ostatní):",[1343,1345],{"type":689,"attrs":1344},{"color":1100},{"type":940},{"text":1347,"type":686,"marks":1348}," Musí dojít k aktivnímu potvrzení zájmu (např. v pop-up okně). Bez výslovného souhlasu jim nesmíte poslat e-mail ani SMS.",[1349],{"type":689,"attrs":1350},{"color":1100},{"_uid":1352,"text":1353,"variant":1116,"component":674},"8023150a-c608-4b1a-98da-c368b821a440","5. Co musí obsahovat zásady zpracování osobních údajů?",{"_uid":1355,"text":1356,"style":59,"component":707},"0241a88e-2dc7-4a71-ab1c-fcd5f0260139",{"type":678,"content":1357},[1358],{"type":681,"attrs":1359,"content":1360},{"textAlign":63},[1361],{"text":1362,"type":686,"marks":1363},"Dokument, který informuje o tom, co se s osobními údaji děje. Musí v něm být uvedena doba uchování, rozsah zpracování (jméno, e-mail, telefon), účel (marketing, vyřízení objednávky), právní důvod a konkrétní zpracovatelé osobních údajů (např. Ecomail).",[1364],{"type":689,"attrs":1365},{"color":1100},{"_uid":1367,"text":1368,"variant":1116,"component":674},"d3fce19d-75f5-4c67-a0eb-797460f09aef","6. Kam musím své zásady umístit?",{"_uid":1370,"text":1371,"style":59,"component":707},"8338b13a-8121-436f-ae42-335ee928855f",{"type":678,"content":1372},[1373],{"type":681,"attrs":1374,"content":1375},{"textAlign":63},[1376,1381,1390],{"text":1377,"type":686,"marks":1378},"Základem je patička webu a odkaz přímo u sběrných formulářů (",[1379],{"type":689,"attrs":1380},{"color":1100},{"text":1382,"type":686,"marks":1383},"pop-up",[1384,1387,1389],{"type":696,"attrs":1385},{"href":1386,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fblog\u002Fcs\u002Fco-je-pop-up-okno-a-jak-ho-spravne-pouzivat\u002F",{"type":689,"attrs":1388},{"color":1100},{"type":940},{"text":1391,"type":686,"marks":1392},", registrační pole) a na konci objednávkového procesu.",[1393],{"type":689,"attrs":1394},{"color":1100},{"_uid":1396,"text":1397,"variant":673,"component":674},"62a9455d-a875-4c4c-a255-aa5ac1ee0633","Na co nesmím zapomenout u žádného newsletteru",{"_uid":1399,"text":1400,"variant":1116,"component":674},"d6bd4959-b144-47ca-afd8-7a8015725ac8","Co je považováno za obchodní sdělení?",{"_uid":1402,"text":1403,"style":59,"component":707},"4b686f3f-44be-4936-8752-0879db7e4890",{"type":678,"content":1404},[1405],{"type":681,"attrs":1406,"content":1407},{"textAlign":63},[1408,1413,1421,1432],{"text":1409,"type":686,"marks":1410},"Obchodním sdělením je jakákoliv zpráva (e-mail, SMS, zpráva přes aplikace), která je posílána za účelem reklamy nebo podpory image podnikatele. Přesnou definici najdete v",[1411],{"type":689,"attrs":1412},{"color":1100},{"text":884,"type":686,"marks":1414},[1415,1419],{"type":696,"attrs":1416},{"href":1417,"uuid":63,"anchor":63,"target":1418,"linktype":409},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fwww.zakonyprolidi.cz\u002Fcs\u002F2004-480%23p2-f","_blank",{"type":689,"attrs":1420},{"color":1100},{"text":1422,"type":686,"marks":1423},"§ 2 písm. f) zákona č. 480\u002F2004 Sb.",[1424,1426,1429,1430],{"type":696,"attrs":1425},{"href":1417,"uuid":63,"anchor":63,"target":1418,"linktype":409},{"type":689,"attrs":1427},{"color":1428},"#0B57D0",{"type":940},{"type":1431},"underline",{"text":1433,"type":686,"marks":1434},". Patří sem i firemní přání k Vánocům nebo žádost o hodnocení nákupu.",[1435],{"type":689,"attrs":1436},{"color":1100},{"_uid":1438,"text":1439,"variant":1116,"component":674},"ce875375-6ed0-4648-8e55-1ae5228c1900","Jaké zprávy nejsou obchodním sdělením?",{"_uid":1441,"text":1442,"style":59,"component":707},"b11a3d5e-467d-4f0e-a322-187f60b180f0",{"type":678,"content":1443},[1444],{"type":681,"attrs":1445,"content":1446},{"textAlign":63},[1447],{"text":1448,"type":686,"marks":1449},"Čistě technické a provozní zprávy (změna obchodních podmínek, potvrzení objednávky, informace o výpadku). Tyto zprávy můžete poslat i zákazníkům, kteří marketing odmítli.",[1450],{"type":689,"attrs":1451},{"color":1100},{"_uid":1453,"text":1454,"variant":1116,"component":674},"bff347e6-316d-4046-8f59-8e5017104b36","Co musí obsahovat každé obchodní sdělení?",{"_uid":1456,"text":1457,"style":59,"component":707},"ed08c6ba-a122-4ec8-8b1d-63b9929fc421",{"type":678,"content":1458},[1459],{"type":781,"content":1460},[1461,1477,1493],{"type":784,"content":1462},[1463],{"type":681,"attrs":1464,"content":1465},{"textAlign":63},[1466,1472],{"text":1467,"type":686,"marks":1468},"Jasné označení:",[1469,1471],{"type":689,"attrs":1470},{"color":1100},{"type":940},{"text":1473,"type":686,"marks":1474}," Adresát musí hned vědět, že jde o reklamu (např. v předmětu, u SMS např. na začátku OS).",[1475],{"type":689,"attrs":1476},{"color":1100},{"type":784,"content":1478},[1479],{"type":681,"attrs":1480,"content":1481},{"textAlign":63},[1482,1488],{"text":1483,"type":686,"marks":1484},"Identifikace:",[1485,1487],{"type":689,"attrs":1486},{"color":1100},{"type":940},{"text":1489,"type":686,"marks":1490}," Celá firma\u002Fjméno, IČO a sídlo odesílatele (v patičce).",[1491],{"type":689,"attrs":1492},{"color":1100},{"type":784,"content":1494},[1495],{"type":681,"attrs":1496,"content":1497},{"textAlign":63},[1498,1504,1509,1517,1522,1523,1524,1528],{"text":1499,"type":686,"marks":1500},"Snadné odhlášení:",[1501,1503],{"type":689,"attrs":1502},{"color":1100},{"type":940},{"text":1505,"type":686,"marks":1506}," Funkční ",[1507],{"type":689,"attrs":1508},{"color":1100},{"text":1510,"type":686,"marks":1511},"odkaz pro odhlášení",[1512,1515],{"type":696,"attrs":1513},{"href":1514,"uuid":63,"anchor":63,"target":1418,"linktype":409},"https:\u002F\u002Fsupport.ecomail.cz\u002Fcs\u002Farticles\u002F2436708-odkaz-pro-odhlaseni-a-pro-online-verzi",{"type":689,"attrs":1516},{"color":1100},{"text":1518,"type":686,"marks":1519}," v každém e-mailu. U SMS musí být rovněž uveden způsob, jak další zprávy odmítnout (odkaz pro odhlášení nestačí, vyžaduje se uvedení telefonního čísla pro odhlášení).",[1520],{"type":689,"attrs":1521},{"color":1100},{"type":1141},{"type":1141},{"text":1213,"type":686,"marks":1525},[1526],{"type":689,"attrs":1527},{"color":1100},{"text":1529,"type":686,"marks":1530},"Case study – E‑mailingem k milionovým tržbám e‑shopu KitchenAid",[1531,1534,1536],{"type":696,"attrs":1532},{"href":1533,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fblog\u002Fcs\u002Fcase-study-emailingem-k-milionovym-trzbam-e-shopu-kitchenaid\u002F",{"type":689,"attrs":1535},{"color":1100},{"type":940},{"_uid":1538,"text":1539,"style":59,"component":707},"edc31206-52ea-44b6-8301-c03680741482",{"type":678,"content":1540},[1541],{"type":681,"attrs":1542,"content":1543},{"textAlign":63},[1544,1549,1557,1562,1568],{"text":1545,"type":686,"marks":1546},"V Ecomailu dbáme na dodržování pravidel pro hromadnou rozesílku, a proto může být vaše kampaň vybrána k ",[1547],{"type":689,"attrs":1548},{"color":1100},{"text":1550,"type":686,"marks":1551},"namátkové kontrole",[1552,1555],{"type":696,"attrs":1553},{"href":1554,"uuid":63,"anchor":63,"target":1418,"linktype":409},"https:\u002F\u002Fsupport.ecomail.cz\u002Fcs\u002Farticles\u002F10709846-namatkova-kontrola-kampani",{"type":689,"attrs":1556},{"color":1100},{"text":1558,"type":686,"marks":1559},". Díky tomu zajišťujeme, aby e-mail marketing našich klientů dlouhodobě fungoval spolehlivě a přinášel co nejlepší výsledky ",[1560],{"type":689,"attrs":1561},{"color":1100},{"type":1563,"attrs":1564},"emoji",{"name":1565,"emoji":1566,"fallbackImage":1567},"rocket","🚀","https:\u002F\u002Fcdn.jsdelivr.net\u002Fnpm\u002Femoji-datasource-apple\u002Fimg\u002Fapple\u002F64\u002F1f680.png",{"text":884,"type":686},{"_uid":1570,"text":1571,"variant":673,"component":674},"f4e7ff07-b0f3-4504-bf85-54f0c3b0d7e0","Jak mám pečovat o databázi kontaktů",{"_uid":1573,"text":1574,"variant":1116,"component":674},"1bc17087-7d01-4dfd-9576-073032da54e3","Jak dlouho mohu nasbírané kontakty používat?",{"_uid":1576,"text":1577,"style":59,"component":707},"ce148f83-3cf8-4b70-9bc1-f2b510266846",{"type":678,"content":1578},[1579,1600,1637],{"type":681,"attrs":1580,"content":1581},{"textAlign":63},[1582,1587,1593,1598,1599],{"text":1583,"type":686,"marks":1584},"Kontakty nemůžete v databázi mít zatím po neomezenou dobu. Tato lhůta musí být ",[1585],{"type":689,"attrs":1586},{"color":1100},{"text":1588,"type":686,"marks":1589},"přiměřená a odůvodnitelná",[1590,1592],{"type":689,"attrs":1591},{"color":1100},{"type":940},{"text":1594,"type":686,"marks":1595},". Vše musíte nastavit správně v zásadách zpracování osobních údajů. ",[1596],{"type":689,"attrs":1597},{"color":1100},{"type":1141},{"type":1141},{"type":681,"attrs":1601,"content":1602},{"textAlign":63},[1603,1609,1614,1620,1625,1631,1635,1636],{"text":1604,"type":686,"marks":1605},"Povaha zboží:",[1606,1608],{"type":689,"attrs":1607},{"color":1100},{"type":940},{"text":1610,"type":686,"marks":1611}," Pokud prodáváte ",[1612],{"type":689,"attrs":1613},{"color":1100},{"text":1615,"type":686,"marks":1616},"auta",[1617,1619],{"type":689,"attrs":1618},{"color":1100},{"type":940},{"text":1621,"type":686,"marks":1622},", můžete kontakt v databázi ponechat delší dobu, protože opakovaný nákup se předpokládá až po několika letech. Tuto delší dobu však musíte mít výslovně uvedenou v ",[1623],{"type":689,"attrs":1624},{"color":1100},{"text":1626,"type":686,"marks":1627},"zásadách zpracování osobních údajů",[1628,1630],{"type":689,"attrs":1629},{"color":1100},{"type":940},{"text":1182,"type":686,"marks":1632},[1633],{"type":689,"attrs":1634},{"color":1100},{"type":1141},{"type":1141},{"type":681,"attrs":1638,"content":1639},{"textAlign":63},[1640,1646,1651,1657],{"text":1641,"type":686,"marks":1642},"Obrátkové zboží:",[1643,1645],{"type":689,"attrs":1644},{"color":1100},{"type":940},{"text":1647,"type":686,"marks":1648}," U prodeje ",[1649],{"type":689,"attrs":1650},{"color":1100},{"text":1652,"type":686,"marks":1653},"jídla",[1654,1656],{"type":689,"attrs":1655},{"color":1100},{"type":940},{"text":1658,"type":686,"marks":1659}," byste měli data zpracovávat kratší dobu. Pokud byste posírali nabídky na jídlo 10 let po jediném nákupu, jednalo by se o nepřiměřenou dobu uložení, kterou byste si před úřadem pravděpodobně neobhájili.",[1660],{"type":689,"attrs":1661},{"color":1100},{"_uid":1663,"text":1664,"variant":1116,"component":674},"088de438-2371-4594-906b-0d64b173c524","Jak udržovat databázi v kondici?",{"_uid":1666,"text":1667,"style":59,"component":707},"47066d5d-4cf5-4721-9bc5-977e9a6a426a",{"type":678,"content":1668},[1669],{"type":681,"attrs":1670,"content":1671},{"textAlign":63},[1672],{"text":1673,"type":686,"marks":1674},"Databázi neustále čistěte. Vytvořte si segment „mrtvých duší“ a zkuste je znovu aktivovat speciální kampaní (e-mailem nebo SMS). Pokud kontakt opakovaně nereaguje, automaticky ho odhlaste.",[1675],{"type":689,"attrs":1676},{"color":1100},{"_uid":1678,"text":1679,"variant":1116,"component":674},"c151a52c-9aab-4ac3-929a-09b8945f2abf","Proč se tomu věnovat?",{"_uid":1681,"text":1682,"style":59,"component":707},"1434cc4e-ab20-4385-9c9c-6028e8cb69e4",{"type":678,"content":1683},[1684],{"type":681,"attrs":1685,"content":1686},{"textAlign":63},[1687,1692,1701],{"text":1688,"type":686,"marks":1689},"Úřad pro ochranu osobních údajů (ÚOOÚ) kontroluje e-mailing pravidelně a více než 50 % pokut ukládá právě za nevyžádaná obchodní sdělení (",[1690],{"type":689,"attrs":1691},{"color":1100},{"text":1693,"type":686,"marks":1694},"spam",[1695,1698,1700],{"type":696,"attrs":1696},{"href":1697,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fblog\u002Fcs\u002Fspam-vsechno-o-spamu-v-e-mailove-poste-v-roce-2026\u002F",{"type":689,"attrs":1699},{"color":1100},{"type":940},{"text":1702,"type":686,"marks":1703},").",[1704],{"type":689,"attrs":1705},{"color":1100},{"_uid":1707,"text":1708,"variant":1116,"component":674},"9c75e712-28dd-45ec-b9d6-93131803047b","Kde najdu právní pravidla a co se chystá?",{"_uid":1710,"text":1711,"style":59,"component":707},"2603a07d-e1cd-40fc-873b-1a04c44ee157",{"type":678,"content":1712},[1713,1734,1771],{"type":681,"attrs":1714,"content":1715},{"textAlign":63},[1716,1721,1727,1732,1733],{"text":1717,"type":686,"marks":1718},"V České republice upravuje odesílání obchodních sdělení ",[1719],{"type":689,"attrs":1720},{"color":1100},{"text":1722,"type":686,"marks":1723},"Zákon č. 480\u002F2004 Sb.",[1724,1726],{"type":689,"attrs":1725},{"color":1100},{"type":940},{"text":1728,"type":686,"marks":1729},", o některých službách informační společnosti.",[1730],{"type":689,"attrs":1731},{"color":1100},{"type":1141},{"type":1141},{"type":681,"attrs":1735,"content":1736},{"textAlign":63},[1737,1742,1747,1753,1758,1764,1769,1770],{"text":1162,"type":686,"marks":1738},[1739,1741],{"type":689,"attrs":1740},{"color":1100},{"type":940},{"text":1743,"type":686,"marks":1744}," Během roku 2026 by mělo dojít k zásadní změně – tento zákon bude nahrazen novým ",[1745],{"type":689,"attrs":1746},{"color":1100},{"text":1748,"type":686,"marks":1749},"zákonem o digitální ekonomice",[1750,1752],{"type":689,"attrs":1751},{"color":1100},{"type":940},{"text":1754,"type":686,"marks":1755},". Naopak pravidla ",[1756],{"type":689,"attrs":1757},{"color":1100},{"text":1759,"type":686,"marks":1760},"GDPR",[1761,1763],{"type":689,"attrs":1762},{"color":1100},{"type":940},{"text":1765,"type":686,"marks":1766}," zůstávají v platnosti beze změny.",[1767],{"type":689,"attrs":1768},{"color":1100},{"type":1141},{"type":1141},{"type":681,"attrs":1772,"content":1773},{"textAlign":63},[1774,1779,1785],{"text":1775,"type":686,"marks":1776},"Při porušení pravidel vám hrozí nejen blokace účtu u rozesílací platformy, ale i pokuta od ÚOOÚ, která může dosáhnout až ",[1777],{"type":689,"attrs":1778},{"color":1100},{"text":1780,"type":686,"marks":1781},"10 000 000 Kč",[1782,1784],{"type":689,"attrs":1783},{"color":1100},{"type":940},{"text":1182,"type":686,"marks":1786},[1787],{"type":689,"attrs":1788},{"color":1100},{"_uid":1790,"text":1791,"variant":673,"component":674},"1acc7061-d815-454a-96fe-ad1631283cbe","Co hlavního si zapamatovat?",{"_uid":1793,"text":1794,"style":59,"component":707},"4e10ff86-f089-4996-9f55-96e73008c001",{"type":678,"content":1795},[1796,1852],{"type":1797,"attrs":1798,"content":1800},"ordered_list",{"order":1799},1,[1801,1811,1821,1831,1841],{"type":784,"content":1802},[1803],{"type":681,"attrs":1804,"content":1805},{"textAlign":63},[1806],{"text":1807,"type":686,"marks":1808},"Veďte si evidenci v souladu s GDPR a zákonem o službách informační společnosti (brzy zákonem o digitální ekonomice). Kontrola ji bude chtít vidět. ",[1809],{"type":689,"attrs":1810},{"color":1100},{"type":784,"content":1812},[1813],{"type":681,"attrs":1814,"content":1815},{"textAlign":63},[1816],{"text":1817,"type":686,"marks":1818},"Pište jen lidem se souhlasem nebo svým zákazníkům.",[1819],{"type":689,"attrs":1820},{"color":1100},{"type":784,"content":1822},[1823],{"type":681,"attrs":1824,"content":1825},{"textAlign":63},[1826],{"text":1827,"type":686,"marks":1828},"Nastavte si dobu zpracování podle typu zboží a uveďte ji v zásadách zpracování osobních údajů.",[1829],{"type":689,"attrs":1830},{"color":1100},{"type":784,"content":1832},[1833],{"type":681,"attrs":1834,"content":1835},{"textAlign":63},[1836],{"text":1837,"type":686,"marks":1838},"Každé obchodní sdělení musí obsahovat vaši jasnou identifikaci a odkaz pro odhlášení.",[1839],{"type":689,"attrs":1840},{"color":1100},{"type":784,"content":1842},[1843],{"type":681,"attrs":1844,"content":1845},{"textAlign":63},[1846,1851],{"text":1847,"type":686,"marks":1848},"O databázi pečujte – neaktivní kontakty včas mažte.",[1849],{"type":689,"attrs":1850},{"color":1100},{"type":1141},{"type":681,"attrs":1853,"content":1854},{"textAlign":63},[1855,1856,1857,1864,1874],{"type":1141},{"type":1141},{"text":1858,"type":686,"marks":1859},"Článek vznikl ve spolupráci s Advokátní kanceláří ",[1860,1862],{"type":689,"attrs":1861},{"color":1100},{"type":1863},"italic",{"text":1865,"type":686,"marks":1866},"Legitas",[1867,1870,1872,1873],{"type":696,"attrs":1868},{"href":1869,"uuid":63,"anchor":63,"target":1418,"linktype":409},"https:\u002F\u002Fwww.legitas.cz\u002F",{"type":689,"attrs":1871},{"color":1100},{"type":940},{"type":1863},{"text":1182,"type":686,"marks":1875},[1876,1878],{"type":689,"attrs":1877},{"color":1100},{"type":1863},"2026-05-18 00:00",{"_uid":1881,"title":1882,"plugin":60,"description":1883},"197f6344-b7c2-4036-98a1-daad42612029","GDPR a e-mailing: 13 otázek a odpovědí (2026)","Návrhy do 155 znaků:\n\nPorušujete GDPR v e-mailingu, aniž o tom víte? Přečtěte si odpovědi na 13 nejčastějších právních otázek a podnikejte bez rizika pokut. ",{"id":1885,"alt":1886,"name":59,"focus":59,"title":59,"source":59,"filename":1887,"copyright":59,"fieldtype":997,"meta_data":1888,"is_external_url":40},177820384205764,"GDPR v e-mailingu","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F160837\u002F1820x940\u002Fba11f92ce2\u002Fgdpr-v-e-mailingu.png",{"alt":1886,"title":59,"source":59,"copyright":59},{"type":678,"content":1890},[1891],{"type":681,"attrs":1892,"content":1893},{"textAlign":63},[1894,1899,1907],{"text":1895,"type":686,"marks":1896},"Jste si jistí, že je váš marketing v souladu s právními předpisy? Případnými nedostatky riskujete nejen zásadní ohrožení vaší reputace, ale také pokutu. Sepsali jsme odpovědi na nejčastější otázky ohledně práva v e-mailingu, SMS marketingu a ",[1897],{"type":689,"attrs":1898},{"color":1100},{"text":1759,"type":686,"marks":1900},[1901,1904,1906],{"type":696,"attrs":1902},{"href":1903,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fgdpr\u002F",{"type":689,"attrs":1905},{"color":1100},{"type":940},{"text":1908,"type":686,"marks":1909},", které vám pomůžou podnikat legálně.",[1910],{"type":689,"attrs":1911},{"color":1100},"Eva Jakešová","6",[1915],{"name":1037,"created_at":1038,"published_at":1039,"updated_at":1040,"id":1041,"uuid":1042,"content":1916,"slug":1052,"full_slug":1053,"sort_by_date":63,"position":286,"tag_list":1918,"is_startpage":40,"parent_id":1055,"meta_data":63,"group_id":1056,"first_published_at":1057,"release_id":63,"lang":68,"path":63,"alternates":1919,"default_full_slug":1053,"translated_slugs":1920,"_stopResolving":48},{"_uid":1044,"meta":1917,"title":1037,"component":1049,"badgeColor":1050,"description":1051},{"_uid":1046,"title":1047,"plugin":60,"description":1048},[],[],[1921,1922,1923],{"path":1053,"name":63,"lang":73,"published":63},{"path":1053,"name":63,"lang":75,"published":63},{"path":1053,"name":63,"lang":77,"published":63},"13-nejcastejsich-otazek-o-gdpr-a-pravu-v-e-mailingu-aktualne-pro-rok-2026","blog\u002Fcs\u002F13-nejcastejsich-otazek-o-gdpr-a-pravu-v-e-mailingu-aktualne-pro-rok-2026",-1140,[],"713e5a8d-1300-4717-a29d-9459e5f67c91","2026-05-18T11:23:31.791Z",[],[1932,1933,1934],{"path":1925,"name":63,"lang":73,"published":63},{"path":1925,"name":63,"lang":75,"published":63},{"path":1925,"name":63,"lang":77,"published":63},{"name":1936,"created_at":1937,"published_at":1938,"updated_at":1939,"id":1940,"uuid":1941,"content":1942,"slug":2424,"full_slug":2425,"sort_by_date":63,"position":2426,"tag_list":2427,"is_startpage":40,"parent_id":1067,"meta_data":63,"group_id":2428,"first_published_at":2429,"release_id":63,"lang":68,"path":63,"alternates":2430,"default_full_slug":2425,"translated_slugs":2431},"Kde končí e-mail a začíná digitální zážitek: Budoucnost zákaznické komunikace","2026-05-11T11:04:15.088Z","2026-05-12T12:47:34.367Z","2026-05-12T12:47:34.389Z",175340974478240,"d2ec21c0-3dc7-44f4-8626-4d03a7bf8315",{"_uid":1943,"body":1944,"date":2349,"meta":2350,"image":2354,"perex":2359,"author":2395,"schema":2396,"duration":203,"component":1034,"is_public":48,"has_content":48,"category_full":2397,"hide_on_main_page":48},"299885c6-a257-47f7-b372-3d1a5fa88f31",[1945,1948,1990,1993,2075,2078,2126,2129,2185,2188,2250,2253,2265,2268],{"_uid":1946,"text":1947,"variant":673,"component":674},"b2220333-fc49-42b0-bf02-a9092e7f2dde","E-mail přestává být „zpráva“",{"_uid":1949,"text":1950,"style":59,"component":707},"6b646524-466e-4dd1-a98c-2c9d773fd2cf",{"type":678,"content":1951},[1952,1960,1967],{"type":681,"attrs":1953,"content":1954},{"textAlign":63},[1955],{"text":1956,"type":686,"marks":1957},"Doteď jsme ho brali jako statický objekt, který se odešle – text, obrázek, tlačítko, hotovo. Jenže zákazník ho tak nevnímá. Pro něj je to jen jeden moment v nelineárním procesu: něco si prohlížel, něco zvažuje, něco odkládá.",[1958],{"type":689,"attrs":1959},{"color":691},{"type":681,"attrs":1961,"content":1962},{"textAlign":63},[1963],{"text":740,"type":686,"marks":1964},[1965],{"type":689,"attrs":1966},{"color":691},{"type":681,"attrs":1968,"content":1969},{"textAlign":63},[1970,1975,1985],{"text":1971,"type":686,"marks":1972},"Budoucnost není o „lepších“ e-mailech. Je o tom, že e-mail zapadne přesně do kontextu cesty zákazníka (Customer Journey) – což je přístup, který dnes rozvíjí i ",[1973],{"type":689,"attrs":1974},{"color":691},{"text":1976,"type":686,"marks":1977},"YNK media",[1978,1981,1984],{"type":696,"attrs":1979},{"href":1980,"uuid":63,"anchor":63,"target":1418,"linktype":409},"https:\u002F\u002Fynk.media\u002Fcz\u002F",{"type":689,"attrs":1982},{"color":1983},"#1155CC",{"type":1431},{"text":1986,"type":686,"marks":1987},". Přechod od statického k dynamickému obsahu znamená, že e-mail už není informací o minulosti, ale nabídkou pro aktuální okamžik.",[1988],{"type":689,"attrs":1989},{"color":691},{"_uid":1991,"text":1992,"variant":673,"component":674},"650690f3-997d-4b61-acb6-d717a126c544","Inbox už není pasivní prostor",{"_uid":1994,"text":1995,"style":59,"component":707},"a0fc4b4f-e599-4163-9935-4a2c643b7c20",{"type":678,"content":1996},[1997,2005],{"type":681,"attrs":1998,"content":1999},{"textAlign":63},[2000],{"text":2001,"type":686,"marks":2002},"Schránka už není jen seznam přijatých zpráv. Stává se inteligentním asistentem, který dělá rozhodnutí za uživatele:",[2003],{"type":689,"attrs":2004},{"color":691},{"type":781,"content":2006},[2007,2023,2051],{"type":784,"content":2008},[2009],{"type":681,"attrs":2010,"content":2011},{"textAlign":63},[2012,2018],{"text":2013,"type":686,"marks":2014},"AI sumarizace:",[2015,2017],{"type":689,"attrs":2016},{"color":691},{"type":940},{"text":2019,"type":686,"marks":2020}," Umělá inteligence v chytrých telefonech shrne obsah e-mailu dřív, než ho uživatel otevře.",[2021],{"type":689,"attrs":2022},{"color":691},{"type":784,"content":2024},[2025],{"type":681,"attrs":2026,"content":2027},{"textAlign":63},[2028,2034,2038,2046],{"text":2029,"type":686,"marks":2030},"Prioritizace:",[2031,2033],{"type":689,"attrs":2032},{"color":691},{"type":940},{"text":884,"type":686,"marks":2035},[2036],{"type":689,"attrs":2037},{"color":691},{"text":2039,"type":686,"marks":2040},"Gmail",[2041,2044],{"type":696,"attrs":2042},{"href":2043,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fgmail\u002F",{"type":689,"attrs":2045},{"color":691},{"text":2047,"type":686,"marks":2048}," a další poskytovatelé (ISP) rozhodují na základě engagementu, jestli se vaše zpráva vůbec zobrazí v hlavní složce.",[2049],{"type":689,"attrs":2050},{"color":691},{"type":784,"content":2052},[2053],{"type":681,"attrs":2054,"content":2055},{"textAlign":63},[2056,2064,2070],{"text":2057,"type":686,"marks":2058},"Hyperpersonalizace",[2059,2061,2063],{"type":696,"attrs":2060},{"href":757,"uuid":63,"anchor":63,"target":699,"linktype":409},{"type":689,"attrs":2062},{"color":691},{"type":940},{"text":2065,"type":686,"marks":2066},":",[2067,2069],{"type":689,"attrs":2068},{"color":691},{"type":940},{"text":2071,"type":686,"marks":2072}," Obsah se přizpůsobuje nejen nákupní historii, ale i aktuálnímu chování na webu v milisekundách.",[2073],{"type":689,"attrs":2074},{"color":691},{"_uid":2076,"text":2077,"variant":673,"component":674},"7057c76c-f46e-4996-9139-45fec30ed9ca","První věc, která zmizí: klasické plošné kampaně",{"_uid":2079,"text":2080,"style":59,"component":707},"8b2a80c9-7624-44d7-91c6-10baa2f1da9d",{"type":678,"content":2081},[2082,2096,2103,2111,2118],{"type":681,"attrs":2083,"content":2084},{"textAlign":63},[2085,2091],{"text":724,"type":686,"marks":2086},[2087,2089],{"type":696,"attrs":2088},{"href":728,"uuid":63,"anchor":63,"target":699,"linktype":409},{"type":689,"attrs":2090},{"color":691},{"text":2092,"type":686,"marks":2093}," „pro všechny“ přestanou být hlavní jednotkou uvažování. Zákazník se totiž nechová podle vašeho kalendáře, ale situačně.",[2094],{"type":689,"attrs":2095},{"color":691},{"type":681,"attrs":2097,"content":2098},{"textAlign":63},[2099],{"text":740,"type":686,"marks":2100},[2101],{"type":689,"attrs":2102},{"color":691},{"type":681,"attrs":2104,"content":2105},{"textAlign":63},[2106],{"text":2107,"type":686,"marks":2108},"Vidí produkt → odejde → vrátí se → porovnává → zapomene → znovu si vzpomene.",[2109],{"type":689,"attrs":2110},{"color":691},{"type":681,"attrs":2112,"content":2113},{"textAlign":63},[2114],{"text":740,"type":686,"marks":2115},[2116],{"type":689,"attrs":2117},{"color":691},{"type":681,"attrs":2119,"content":2120},{"textAlign":63},[2121],{"text":2122,"type":686,"marks":2123},"Komunikace, která na tohle chování reaguje v reálném čase, bude vždy o krok napřed před tou, která jede mechanicky podle předem daného plánu.",[2124],{"type":689,"attrs":2125},{"color":691},{"_uid":2127,"text":2128,"variant":673,"component":674},"53767754-5f11-460c-9be8-e8baca772fbc","To, co dnes nazýváme automatizací, bude základ",{"_uid":2130,"text":2131,"style":59,"component":707},"a2a713dd-8154-4ed7-bda8-fa4a879e00c9",{"type":678,"content":2132},[2133,2141,2148],{"type":681,"attrs":2134,"content":2135},{"textAlign":63},[2136],{"text":2137,"type":686,"marks":2138},"Welcome flow, abandoned cart nebo post-purchase sekvence jsou dnes často vnímané jako „něco navíc“. Ve skutečnosti jsou ale nejblíž tomu, jak bude vypadat celá budoucí komunikace.",[2139],{"type":689,"attrs":2140},{"color":691},{"type":681,"attrs":2142,"content":2143},{"textAlign":63},[2144],{"text":740,"type":686,"marks":2145},[2146],{"type":689,"attrs":2147},{"color":691},{"type":681,"attrs":2149,"content":2150},{"textAlign":63},[2151,2156,2161,2169,2174,2181],{"text":2152,"type":686,"marks":2153},"Potvrzují to i tvrdá data z praxe:",[2154],{"type":689,"attrs":2155},{"color":691},{"text":884,"type":686,"marks":2157},[2158,2160],{"type":689,"attrs":2159},{"color":691},{"type":940},{"text":2162,"type":686,"marks":2163},"Automatizované e-maily",[2164,2166,2168],{"type":696,"attrs":2165},{"href":824,"uuid":63,"anchor":63,"target":699,"linktype":409},{"type":689,"attrs":2167},{"color":691},{"type":940},{"text":2170,"type":686,"marks":2171}," tvoří u pokročilých e-shopů často jen 2 % až 5 % z celkového objemu odeslaných zpráv, ale dokážou vygenerovat až 30 % až 50 % celkových tržeb z e-mailingu. Reagují totiž na konkrétní potřebu ve správný čas. Právě proto se čím dál víc značek posouvá od jednorázových kampaní k systémovému přístupu, se kterým pracují například týmy jako ",[2172],{"type":689,"attrs":2173},{"color":691},{"text":1976,"type":686,"marks":2175},[2176,2178,2180],{"type":696,"attrs":2177},{"href":1980,"uuid":63,"anchor":63,"target":1418,"linktype":409},{"type":689,"attrs":2179},{"color":1983},{"type":1431},{"text":1182,"type":686,"marks":2182},[2183],{"type":689,"attrs":2184},{"color":691},{"_uid":2186,"text":2187,"variant":673,"component":674},"5366131a-e24c-4c7b-a77e-4646cdea769f","E-mail marketing v reálném čase (AMP)",{"_uid":2189,"text":2190,"style":59,"component":707},"6fe56c77-f5f8-4a69-b7e5-7508f35a7fe3",{"type":678,"content":2191},[2192,2200],{"type":681,"attrs":2193,"content":2194},{"textAlign":63},[2195],{"text":2196,"type":686,"marks":2197},"Díky technologiím jako AMP pro e-mail se zprávy mění na živé aplikace. Obsah už nemusí být v momentě otevření stejný jako v momentě odeslání:",[2198],{"type":689,"attrs":2199},{"color":691},{"type":781,"content":2201},[2202,2218,2234],{"type":784,"content":2203},[2204],{"type":681,"attrs":2205,"content":2206},{"textAlign":63},[2207,2213],{"text":2208,"type":686,"marks":2209},"Dynamické ceny:",[2210,2212],{"type":689,"attrs":2211},{"color":691},{"type":940},{"text":2214,"type":686,"marks":2215}," Produkt, který si zákazník prohlížel, zobrazí aktuální dostupnost nebo cenu platnou v danou sekundu.",[2216],{"type":689,"attrs":2217},{"color":691},{"type":784,"content":2219},[2220],{"type":681,"attrs":2221,"content":2222},{"textAlign":63},[2223,2229],{"text":2224,"type":686,"marks":2225},"Časová citlivost:",[2226,2228],{"type":689,"attrs":2227},{"color":691},{"type":940},{"text":2230,"type":686,"marks":2231}," Jiná nabídka se zobrazí ráno a jiná večer v rámci té samé zprávy.",[2232],{"type":689,"attrs":2233},{"color":691},{"type":784,"content":2235},[2236],{"type":681,"attrs":2237,"content":2238},{"textAlign":63},[2239,2245],{"text":2240,"type":686,"marks":2241},"Interakce v inboxu:",[2242,2244],{"type":689,"attrs":2243},{"color":691},{"type":940},{"text":2246,"type":686,"marks":2247}," Možnost vybrat velikost oblečení nebo potvrdit rezervaci přímo v e-mailu, bez nutnosti přechodu na web.",[2248],{"type":689,"attrs":2249},{"color":691},{"_uid":2251,"text":2252,"variant":673,"component":674},"fcbb7d25-9be5-47c1-bc88-e3324a8014e2","Důvěra se buduje ještě před otevřením (BIMI)",{"_uid":2254,"text":2255,"style":59,"component":707},"272268cd-c57e-4ea2-bc5f-9136af3db371",{"type":678,"content":2256},[2257],{"type":681,"attrs":2258,"content":2259},{"textAlign":63},[2260],{"text":2261,"type":686,"marks":2262},"První dojem dnes vzniká už v seznamu zpráv. Technologie BIMI (Brand Indicators for Message Identification) umožňuje značkám zobrazit své ověřené logo přímo vedle předmětu zprávy. Není to jen estetický detail – je to jasný signál bezpečnosti a důležitý faktor, který ovlivňuje, jestli uživatel zprávě důvěřuje ještě před kliknutím.",[2263],{"type":689,"attrs":2264},{"color":691},{"_uid":2266,"text":2267,"variant":673,"component":674},"53697c39-f394-49c8-9eb0-cf8b9dae4806","Tak kde končí e-mail?",{"_uid":2269,"text":2270,"style":59,"component":707},"bcd378a8-81ba-495b-b060-d9cc62586de8",{"type":678,"content":2271},[2272,2293,2300,2308,2315,2323,2330],{"type":681,"attrs":2273,"content":2274},{"textAlign":63},[2275,2280,2288],{"text":2276,"type":686,"marks":2277},"E-mail nezanikne, jen přestane být odděleným „ostrovem“. V ekosystému, kde komunikace reaguje na chování a kanály (web, e-mail, ",[2278],{"type":689,"attrs":2279},{"color":691},{"text":2281,"type":686,"marks":2282},"SMS",[2283,2286],{"type":696,"attrs":2284},{"href":2285,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fsms\u002F",{"type":689,"attrs":2287},{"color":691},{"text":2289,"type":686,"marks":2290},", aplikace) jsou propojené, zákazník už nevnímá e-mail marketing. Vnímá jednu souvislou zkušenost se značkou.",[2291],{"type":689,"attrs":2292},{"color":691},{"type":681,"attrs":2294,"content":2295},{"textAlign":63},[2296],{"text":740,"type":686,"marks":2297},[2298],{"type":689,"attrs":2299},{"color":691},{"type":681,"attrs":2301,"content":2302},{"textAlign":63},[2303],{"text":2304,"type":686,"marks":2305},"Značky, které budou e-mail vnímat jen jako otázku „co dnes pošleme“, budou ztrácet pozornost. Ty, které ho začnou vnímat jako součást zážitku a logické rozhraní ke svým službám, vyhrají boj o inbox.",[2306],{"type":689,"attrs":2307},{"color":691},{"type":681,"attrs":2309,"content":2310},{"textAlign":63},[2311],{"text":740,"type":686,"marks":2312},[2313],{"type":689,"attrs":2314},{"color":691},{"type":681,"attrs":2316,"content":2317},{"textAlign":63},[2318],{"text":2319,"type":686,"marks":2320},"A právě tady se rozhoduje o výsledku.",[2321],{"type":689,"attrs":2322},{"color":691},{"type":681,"attrs":2324,"content":2325},{"textAlign":63},[2326],{"text":740,"type":686,"marks":2327},[2328],{"type":689,"attrs":2329},{"color":691},{"type":681,"attrs":2331,"content":2332},{"textAlign":63},[2333,2338,2345],{"text":2334,"type":686,"marks":2335},"Pokud chcete, aby i vaše kampaně fungovaly, spolupracujte s agenturou, která data nepředává jen v reportech, ale přetváří je v rozhodnutí, obsah a výsledky. Na tomto principu pracují například týmy jako ",[2336],{"type":689,"attrs":2337},{"color":691},{"text":1976,"type":686,"marks":2339},[2340,2342,2344],{"type":696,"attrs":2341},{"href":1980,"uuid":63,"anchor":63,"target":1418,"linktype":409},{"type":689,"attrs":2343},{"color":1983},{"type":1431},{"text":1182,"type":686,"marks":2346},[2347],{"type":689,"attrs":2348},{"color":691},"2026-05-12 00:00",{"_uid":2351,"title":2352,"plugin":60,"description":2353},"ab8353fd-9874-428d-b550-a25612c7c4de","Budoucnost e-mailingu: Od zpráv k digitálnímu zážitku","E-mail už není jen statická zpráva, ale interaktivní rozhraní. Zjistěte, jak AI, hyperpersonalizace a AMP mění budoucnost zákaznické komunikace.",{"id":2355,"alt":2356,"name":59,"focus":59,"title":59,"source":59,"filename":2357,"copyright":59,"fieldtype":997,"meta_data":2358,"is_external_url":40},175714196110322,"Grafika e-mailu","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F160837\u002F1820x940\u002F9c0d906f23\u002Fimage-20260512-111749-2.png",{"alt":2356,"title":59,"source":59,"copyright":59},{"type":678,"content":2360},[2361],{"type":681,"attrs":2362,"content":2363},{"textAlign":63},[2364,2369,2377,2382,2390],{"text":2365,"type":686,"marks":2366},"Když bychom se na e-mail podívali před dvěma lety, řešili jsme ",[2367],{"type":689,"attrs":2368},{"color":691},{"text":2370,"type":686,"marks":2371},"open rate",[2372,2375],{"type":696,"attrs":2373},{"href":2374,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fopen-rate\u002F",{"type":689,"attrs":2376},{"color":691},{"text":2378,"type":686,"marks":2379},", předměty a to, jestli má být ",[2380],{"type":689,"attrs":2381},{"color":691},{"text":2383,"type":686,"marks":2384},"CTA tlačítko",[2385,2388],{"type":696,"attrs":2386},{"href":2387,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fcall-to-action\u002F",{"type":689,"attrs":2389},{"color":691},{"text":2391,"type":686,"marks":2392}," nahoře, nebo dole. Dnes se to celé posunulo. Většina značek si ale ještě úplně nepřipustila, že e-mail už není samostatný kanál. Začíná se chovat jako interaktivní rozhraní, přes které zákazník komunikuje se značkou v reálném čase. A to mění úplně všechno.",[2393],{"type":689,"attrs":2394},{"color":691},"ynk media","E-mail přestává být „zpráva“\nInbox už není pasivní prostor\nPrvní věc, která zmizí: klasické plošné kampaně\nTo, co dnes nazýváme automatizací, bude základ\nE-mail marketing v reálném čase (AMP)\nDůvěra se buduje ještě před otevřením (BIMI)\nTak kde končí e-mail?",[2398],{"name":2399,"created_at":2400,"published_at":2401,"updated_at":2402,"id":2403,"uuid":2404,"content":2405,"slug":2413,"full_slug":2414,"sort_by_date":63,"position":2415,"tag_list":2416,"is_startpage":40,"parent_id":1055,"meta_data":63,"group_id":2417,"first_published_at":2418,"release_id":63,"lang":68,"path":63,"alternates":2419,"default_full_slug":2414,"translated_slugs":2420,"_stopResolving":48},"Partnerské články","2025-09-22T11:29:35.805Z","2025-09-22T13:44:15.696Z","2025-09-23T07:11:33.630Z",93597596935532,"10c3a84b-4886-41e9-b9c9-562f9525fce1",{"_uid":2406,"meta":2407,"title":2399,"component":1049,"badgeColor":2411,"description":2412},"8423b2fb-78b5-4a93-91cf-10551aecd9d4",{"_uid":2408,"title":2409,"plugin":60,"description":2410},"e91c8c27-8258-4a17-a54e-ab6cb013a338","Kategorie blogu: Partnerské články","Spolupráce s odborníky z oboru. Přečtěte si cenné rady a pohledy na e-mail marketing od našich partnerů.","#ebc48a","Obsah připravený ve spolupráci s našimi partnery a odborníky z oboru. Najdete zde externí pohledy na e-mail marketing, příbuzná témata a doporučení od specialistů. Rozšířené obzory a nové úhly pohledu na komunikaci se zákazníky.","partnerske-clanky","blog\u002Fcategories\u002Fcs\u002Fpartnerske-clanky",70,[],"77ee8a0c-2dde-4158-a121-bfa1015e96e1","2025-09-22T11:29:57.648Z",[],[2421,2422,2423],{"path":2414,"name":63,"lang":73,"published":63},{"path":2414,"name":63,"lang":75,"published":63},{"path":2414,"name":63,"lang":77,"published":63},"kde-konci-e-mail-a-zacina-digitalni-zazitek-budoucnost-zakaznicke-komunikace","blog\u002Fcs\u002Fkde-konci-e-mail-a-zacina-digitalni-zazitek-budoucnost-zakaznicke-komunikace",-1120,[],"4335aaa3-52f2-45af-8c35-d9e41f179f55","2026-05-12T12:38:33.880Z",[],[2432,2433,2434],{"path":2425,"name":63,"lang":73,"published":63},{"path":2425,"name":63,"lang":75,"published":63},{"path":2425,"name":63,"lang":77,"published":63},{"name":2436,"created_at":2437,"published_at":2438,"updated_at":2439,"id":2440,"uuid":2441,"content":2442,"slug":3006,"full_slug":3007,"sort_by_date":63,"position":3008,"tag_list":3009,"is_startpage":40,"parent_id":1067,"meta_data":63,"group_id":3010,"first_published_at":3011,"release_id":63,"lang":68,"path":63,"alternates":3012,"default_full_slug":3007,"translated_slugs":3013},"Ovládněte e-mail marketing: Jak z vašeho e-shopu vytěžit maximum","2026-05-11T12:14:26.463Z","2026-05-12T07:25:13.865Z","2026-05-12T07:25:13.896Z",175358224269886,"b36b6f02-c9df-459b-bf5e-25bb09adafd4",{"_uid":2443,"body":2444,"date":2937,"meta":2938,"image":2942,"perex":2947,"author":2994,"schema":2995,"duration":203,"component":1034,"is_public":48,"has_content":48,"category_full":2996,"hide_on_main_page":40},"c1e70f8b-26f1-43db-bcb6-88442cc9592d",[2445,2448,2507,2510,2567,2571,2574,2651,2671,2674,2782,2785,2832,2835,2876,2879],{"_uid":2446,"text":2447,"variant":673,"component":674},"03d5cf0b-a837-4a16-8c16-8cd8332c1fea","E-mailing jako nástroj na retenci",{"_uid":2449,"text":2450,"style":59,"component":707},"0c4643a5-6115-42c8-baa0-1e16c444d987",{"type":678,"content":2451},[2452,2481,2488],{"type":681,"attrs":2453,"content":2454},{"textAlign":63},[2455,2461,2470,2476],{"text":2456,"type":686,"marks":2457},"Zatímco platformy jako Meta nebo Google PPC slouží primárně k akvizici nových zákazníků, ",[2458],{"type":689,"attrs":2459},{"color":2460},"#303030",{"text":2462,"type":686,"marks":2463},"e-mailing",[2464,2467,2469],{"type":696,"attrs":2465},{"href":2466,"uuid":63,"anchor":63,"target":699,"linktype":409},"https:\u002F\u002Fecomail.cz\u002Fslovnik-pojmu\u002Fe-mailing\u002F",{"type":689,"attrs":2468},{"color":2460},{"type":940},{"text":2471,"type":686,"marks":2472}," je ideální retenční nástroj",[2473,2475],{"type":689,"attrs":2474},{"color":2460},{"type":940},{"text":2477,"type":686,"marks":2478},". Jeho hlavní síla spočívá v budování vztahu s lidmi, kteří u vás již nakoupili nebo projevili zájem o vaše novinky. Velkou výhodou je jeho měřitelnost – každý měsíc přesně vidíte náklady a obrat, který vám e-mailing vygeneroval.",[2479],{"type":689,"attrs":2480},{"color":2460},{"type":681,"attrs":2482,"content":2483},{"textAlign":63},[2484],{"text":740,"type":686,"marks":2485},[2486],{"type":689,"attrs":2487},{"color":2460},{"type":681,"attrs":2489,"content":2490},{"textAlign":63},[2491,2496,2502],{"text":2492,"type":686,"marks":2493},"Podle Jakuba Stupky by mělo být primárním cílem každého e-shopaře ",[2494],{"type":689,"attrs":2495},{"color":2460},{"text":2497,"type":686,"marks":2498},"získání druhé objednávky",[2499,2501],{"type":689,"attrs":2500},{"color":2460},{"type":940},{"text":2503,"type":686,"marks":2504},". Právě e-mail marketing je tou nejkratší cestou, jak motivovat zákazníka, který nakoupil jednou, k opakovanému nákupu a vytvořit z něj věrného klienta.",[2505],{"type":689,"attrs":2506},{"color":2460},{"_uid":2508,"text":2509,"variant":673,"component":674},"1426636e-81ce-477a-aead-458461062c8a","Nejčastější chyby: Pozor na špatné priority",{"_uid":2511,"text":2512,"style":59,"component":707},"c914a1e6-4339-4b4a-85ad-cfa1470180ce",{"type":678,"content":2513},[2514,2533,2540],{"type":681,"attrs":2515,"content":2516},{"textAlign":63},[2517,2522,2528],{"text":2518,"type":686,"marks":2519},"Mnoho e-shopařů dělá chybu v tom, že se příliš soustředí na zákazníky, kteří jejich e-maily neotevírají. Snaha o reaktivaci neaktivní části databáze zvýšenou frekvencí posílání je často kontraproduktivní. Mnohem efektivnější je ",[2520],{"type":689,"attrs":2521},{"color":2460},{"text":2523,"type":686,"marks":2524},"zaměřit se na aktivní část publika",[2525,2527],{"type":689,"attrs":2526},{"color":2460},{"type":940},{"text":2529,"type":686,"marks":2530},", která s vaším obsahem interaguje, a s ní komunikovat intenzivněji.",[2531],{"type":689,"attrs":2532},{"color":2460},{"type":681,"attrs":2534,"content":2535},{"textAlign":63},[2536],{"text":740,"type":686,"marks":2537},[2538],{"type":689,"attrs":2539},{"color":2460},{"type":681,"attrs":2541,"content":2542},{"textAlign":63},[2543,2548,2554,2562],{"text":2544,"type":686,"marks":2545},"Další kritickou chybou je ",[2546],{"type":689,"attrs":2547},{"color":2460},{"text":2549,"type":686,"marks":2550},"nevyužívání ",[2551,2553],{"type":689,"attrs":2552},{"color":2460},{"type":940},{"text":2555,"type":686,"marks":2556},"automatizací",[2557,2559,2561],{"type":696,"attrs":2558},{"href":824,"uuid":63,"anchor":63,"target":699,"linktype":409},{"type":689,"attrs":2560},{"color":2460},{"type":940},{"text":2563,"type":686,"marks":2564},". Pokud se spoléháte pouze na manuální rozesílání newsletterů jednou za čas, přicházíte o peníze každý den.",[2565],{"type":689,"attrs":2566},{"color":2460},{"_uid":2568,"text":2569,"component":2570},"fdcc2c6b-8951-4290-b90c-30caee6ca9c2","EdKS61IqrKU","YoutubeFrame",{"_uid":2572,"text":2573,"variant":673,"component":674},"76b226b8-e653-4c11-8139-cb2feffc7822","Jak začít efektivně a hned",{"_uid":2575,"text":2576,"style":59,"component":707},"cb46010f-a6a1-485b-a620-e5a30ff973ea",{"type":678,"content":2577},[2578,2586],{"type":681,"attrs":2579,"content":2580},{"textAlign":63},[2581],{"text":2582,"type":686,"marks":2583},"Rozběhnout e-mailing není složité a lze to zvládnout během pár desítek minut. 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