{"id":8419,"date":"2023-04-06T00:00:00","date_gmt":"2023-04-06T00:00:00","guid":{"rendered":"http:\/\/soubory.info\/znalost\/mira-otevrenosti-e-mailovych-zpravodaju-pohled-do-hloubky\/"},"modified":"2023-04-06T00:00:00","modified_gmt":"2023-04-06T00:00:00","slug":"mira-otevrenosti-e-mailovych-zpravodaju-pohled-do-hloubky","status":"publish","type":"post","link":"https:\/\/soubory.info\/znalost\/mira-otevrenosti-e-mailovych-zpravodaju-pohled-do-hloubky\/","title":{"rendered":"M\u00edra otev\u0159enosti e-mailov\u00fdch zpravodaj\u016f: Pohled do hloubky"},"content":{"rendered":"
\n
<\/div>\n

Co je to Open Rate? <\/p>\n

<\/div>\n

M\u00edra otev\u0159en\u00ed je ukazatel, kter\u00fd se pou\u017e\u00edv\u00e1 k m\u011b\u0159en\u00ed \u00fasp\u011b\u0161nosti e-mailov\u00e9ho zpravodaje. M\u011b\u0159\u00ed procento lid\u00ed, kte\u0159\u00ed e-mail otev\u0159eli, z celkov\u00e9ho po\u010dtu lid\u00ed, kte\u0159\u00ed jej obdr\u017eeli. M\u00edra otev\u0159en\u00ed je d\u016fle\u017eit\u00e1, proto\u017ee ukazuje, jak \u00fasp\u011b\u0161n\u00e9 jsou va\u0161e newslettery p\u0159i zapojov\u00e1n\u00ed \u010dten\u00e1\u0159\u016f a inspirov\u00e1n\u00ed k akci. <\/p>\n

<\/div>\n
Co je dobr\u00e1 m\u00edra otev\u0159en\u00ed?<\/div>\n

Dobr\u00e1 m\u00edra otev\u0159en\u00ed z\u00e1vis\u00ed na odv\u011btv\u00ed a typu e-mailov\u00e9ho zpravodaje. Obecn\u011b plat\u00ed, \u017ee e-mailov\u00e9 newslettery maj\u00ed pr\u016fm\u011brnou m\u00edru otev\u0159en\u00ed 20-30 %. To znamen\u00e1, \u017ee 20-30 % lid\u00ed, kte\u0159\u00ed e-mail obdr\u017eeli, jej otev\u0159elo. N\u011bkter\u00e1 odv\u011btv\u00ed v\u0161ak mohou m\u00edt vy\u0161\u0161\u00ed nebo ni\u017e\u0161\u00ed m\u00edru otev\u0159en\u00ed v z\u00e1vislosti na po\u010dtu \u010dten\u00e1\u0159\u016f. <\/p>\n

<\/div>\n
Jak\u00e9 faktory ovliv\u0148uj\u00ed m\u00edru otev\u0159en\u00ed?<\/div>\n

Existuje n\u011bkolik faktor\u016f, kter\u00e9 mohou ovlivnit m\u00edru otev\u0159en\u00ed e-mailov\u00e9ho zpravodaje. Pat\u0159\u00ed mezi n\u011b p\u0159edm\u011bt, jm\u00e9no odes\u00edlatele, obsah e-mailu, na\u010dasov\u00e1n\u00ed e-mailu a form\u00e1tov\u00e1n\u00ed e-mailu. V\u0161echny tyto faktory mohou ovlivnit pravd\u011bpodobnost, s jakou n\u011bkdo e-mailov\u00fd newsletter otev\u0159e. <\/p>\n

<\/div>\n
Jak zv\u00fd\u0161it m\u00edru otev\u0159en\u00ed?<\/div>\n

Existuje n\u011bkolik strategi\u00ed, kter\u00e9 lze pou\u017e\u00edt ke zv\u00fd\u0161en\u00ed m\u00edry otev\u0159en\u00ed. Pat\u0159\u00ed mezi n\u011b optimalizace p\u0159edm\u011btu a jm\u00e9na odes\u00edlatele, vytvo\u0159en\u00ed poutav\u00e9ho obsahu a vytvo\u0159en\u00ed \u00fa\u010dinn\u00e9 v\u00fdzvy k akci. Krom\u011b toho m\u016f\u017ee ke zv\u00fd\u0161en\u00ed m\u00edry otev\u0159en\u00ed p\u0159isp\u011bt dobr\u00e1 hygiena e-mailov\u00e9ho seznamu, jeho segmentace a vytvo\u0159en\u00ed automatizovan\u00e9 e-mailov\u00e9 marketingov\u00e9 strategie. <\/p>\n

<\/div>\n
Co je to m\u00edra prokliku?<\/div>\n

M\u00edra prokliku (Click-through rate, CTR) je metrika pou\u017e\u00edvan\u00e1 k m\u011b\u0159en\u00ed \u00fasp\u011b\u0161nosti e-mailov\u00e9ho newsletteru. M\u011b\u0159\u00ed procento lid\u00ed, kte\u0159\u00ed klikli na odkaz v e-mailu, z celkov\u00e9ho po\u010dtu lid\u00ed, kte\u0159\u00ed jej otev\u0159eli. CTR je d\u016fle\u017eit\u00e1, proto\u017ee ud\u00e1v\u00e1, jak \u00fasp\u011b\u0161n\u00e9 jsou va\u0161e newslettery p\u0159i zapojov\u00e1n\u00ed \u010dten\u00e1\u0159\u016f a inspirov\u00e1n\u00ed k akci. <\/p>\n

<\/div>\n
Co je dobr\u00e1 m\u00edra prokliku?<\/div>\n

Pr\u016fm\u011brn\u00e1 hodnota CTR u e-mailov\u00e9ho newsletteru se pohybuje kolem 2-5 %. Tato hodnota se v\u0161ak li\u0161\u00ed v z\u00e1vislosti na odv\u011btv\u00ed a typu e-mailu. Optimalizace obsahu e-mailu, um\u00edst\u011bn\u00ed odkazu a nab\u00eddky m\u016f\u017ee pomoci zv\u00fd\u0161it CTR. <\/p>\n

<\/div>\n
Jak\u00e9 faktory ovliv\u0148uj\u00ed m\u00edru prokliku?<\/div>\n

Podobn\u011b jako u m\u00edry otev\u0159en\u00ed existuje n\u011bkolik faktor\u016f, kter\u00e9 mohou ovlivnit m\u00edru prokliku. Pat\u0159\u00ed mezi n\u011b p\u0159edm\u011bt, jm\u00e9no odes\u00edlatele, obsah e-mailu, na\u010dasov\u00e1n\u00ed e-mailu a form\u00e1tov\u00e1n\u00ed e-mailu. Krom\u011b toho m\u016f\u017ee CTR ovlivnit tak\u00e9 um\u00edst\u011bn\u00ed odkazu a nab\u00eddky. <\/p>\n

<\/div>\n
Jak zv\u00fd\u0161it m\u00edru prokliku?<\/div>\n

Pro zv\u00fd\u0161en\u00ed CTR lze pou\u017e\u00edt n\u011bkolik strategi\u00ed. Pat\u0159\u00ed mezi n\u011b optimalizace p\u0159edm\u011btu a jm\u00e9na odes\u00edlatele, vytvo\u0159en\u00ed poutav\u00e9ho obsahu, vytvo\u0159en\u00ed \u00fa\u010dinn\u00e9 v\u00fdzvy k akci a optimalizace um\u00edst\u011bn\u00ed odkazu a nab\u00eddky. Krom\u011b toho m\u016f\u017ee ke zv\u00fd\u0161en\u00ed CTR p\u0159isp\u011bt dobr\u00e1 hygiena e-mailov\u00e9ho seznamu, jeho segmentace a vytvo\u0159en\u00ed automatizovan\u00e9 e-mailov\u00e9 marketingov\u00e9 strategie. <\/p>\n

<\/div>\n
Co je Open Rate vs. Click-Through Rate?<\/div>\n

M\u00edra otev\u0159en\u00ed a m\u00edra prokliku jsou dv\u011b metriky pou\u017e\u00edvan\u00e9 k m\u011b\u0159en\u00ed \u00fasp\u011b\u0161nosti e-mailov\u00e9ho newsletteru. Open rate m\u011b\u0159\u00ed procento lid\u00ed, kte\u0159\u00ed e-mail otev\u0159eli, z celkov\u00e9ho po\u010dtu lid\u00ed, kte\u0159\u00ed jej obdr\u017eeli, zat\u00edmco CTR m\u011b\u0159\u00ed procento lid\u00ed, kte\u0159\u00ed klikli na odkaz v e-mailu, z celkov\u00e9ho po\u010dtu lid\u00ed, kte\u0159\u00ed jej otev\u0159eli. Spole\u010dn\u011b mohou poskytnout informaci o tom, jak \u00fasp\u011b\u0161n\u00fd je e-mailov\u00fd newsletter. <\/p><\/div>\n

\n
FAQ<\/div>\n
\n
Je 40% m\u00edra otev\u0159en\u00ed e-mailu dobr\u00e1?<\/div>\n

Na tuto ot\u00e1zku neexistuje jednozna\u010dn\u00e1 odpov\u011b\u010f, proto\u017ee se m\u016f\u017ee li\u0161it v z\u00e1vislosti na odv\u011btv\u00ed a typu zas\u00edlan\u00e9ho e-mailu. Obecn\u00fdm pravidlem v\u0161ak je, \u017ee 40% m\u00edra otev\u0159en\u00ed je pova\u017eov\u00e1na za dobrou. <\/p>\n<\/div>\n

\n
Je 30 % dobr\u00e1 m\u00edra otev\u0159en\u00ed?<\/div>\n

To z\u00e1le\u017e\u00ed na va\u0161em oboru a na tom, co pova\u017eujete za dobrou m\u00edru otev\u0159en\u00ed. Obecn\u011b lze \u0159\u00edci, \u017ee pr\u016fm\u011brn\u00e1 m\u00edra otev\u0159en\u00ed se ve v\u0161ech odv\u011btv\u00edch pohybuje mezi 20-30 %. N\u011bkter\u00e1 odv\u011btv\u00ed v\u0161ak maj\u00ed vy\u0161\u0161\u00ed m\u00edru otev\u0159en\u00ed, zat\u00edmco jin\u00e1 ni\u017e\u0161\u00ed. Nap\u0159\u00edklad m\u00edra otev\u0159en\u00ed v maloobchod\u011b se obvykle pohybuje kolem 10-15 %, zat\u00edmco m\u00edra otev\u0159en\u00ed ve zdravotnictv\u00ed se obvykle pohybuje kolem 35-40 %. <\/p>\n<\/div>\n

\n
Je 50 % dobr\u00e1 m\u00edra otev\u0159en\u00ed?<\/div>\n

Odpov\u011b\u010f na tuto ot\u00e1zku z\u00e1vis\u00ed na \u0159ad\u011b faktor\u016f, v\u010detn\u011b odv\u011btv\u00ed, ve kter\u00e9m p\u016fsob\u00edte, a typu e-mailu, kter\u00fd pos\u00edl\u00e1te. Obecn\u011b je 50% m\u00edra otev\u0159en\u00ed pova\u017eov\u00e1na za dobrou, ale v\u017edy existuj\u00ed zp\u016fsoby, jak ji zlep\u0161it. <\/p>\n<\/div>\n

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Jak\u00e1 je dobr\u00e1 m\u00edra kliknut\u00ed na newsletter?<\/div>\n

Na tuto ot\u00e1zku neexistuje jednozna\u010dn\u00e1 odpov\u011b\u010f, proto\u017ee se m\u016f\u017ee li\u0161it v z\u00e1vislosti na typu newsletteru a c\u00edlov\u00e9 skupin\u011b. Dobr\u00fdm m\u011b\u0159\u00edtkem, na kter\u00e9 je t\u0159eba se zam\u011b\u0159it, je v\u0161ak m\u00edra prokliku kolem 10-15 %. <\/p>\n<\/div>\n

\n
Jak mohu zlep\u0161it m\u00edru otev\u0159en\u00ed newsletteru?<\/div>\n

Existuje \u0159ada v\u011bc\u00ed, kter\u00e9 m\u016f\u017eete ud\u011blat pro zlep\u0161en\u00ed m\u00edry otev\u0159en\u00ed newsletteru. Zaprv\u00e9 se ujist\u011bte, \u017ee je v\u00e1\u0161 p\u0159edm\u011bt jasn\u00fd, stru\u010dn\u00fd a zaj\u00edmav\u00fd. Za druh\u00e9, pos\u00edlejte newsletter v dob\u011b, kdy si va\u0161i odb\u011bratel\u00e9 pravd\u011bpodobn\u011b budou moci zkontrolovat sv\u016fj e-mail, nap\u0159\u00edklad brzy r\u00e1no nebo b\u011bhem poledn\u00ed p\u0159est\u00e1vky. A nakonec segmentujte sv\u00e9 odb\u011bratele, abyste jim mohli pos\u00edlat c\u00edlen\u00fd obsah, kter\u00fd je bude pravd\u011bpodobn\u011bji zaj\u00edmat.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Co je to Open Rate? M\u00edra otev\u0159en\u00ed je ukazatel, kter\u00fd se pou\u017e\u00edv\u00e1 k m\u011b\u0159en\u00ed \u00fasp\u011b\u0161nosti e-mailov\u00e9ho zpravodaje. M\u011b\u0159\u00ed procento lid\u00ed, kte\u0159\u00ed e-mail otev\u0159eli, z celkov\u00e9ho po\u010dtu lid\u00ed, kte\u0159\u00ed jej obdr\u017eeli. M\u00edra otev\u0159en\u00ed je d\u016fle\u017eit\u00e1, proto\u017ee ukazuje, jak \u00fasp\u011b\u0161n\u00e9 jsou va\u0161e newslettery p\u0159i zapojov\u00e1n\u00ed \u010dten\u00e1\u0159\u016f a inspirov\u00e1n\u00ed k akci. Co je dobr\u00e1 m\u00edra otev\u0159en\u00ed? Dobr\u00e1 m\u00edra … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":799,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-8419","post","type-post","status-publish","format-standard","hentry","category-obchodni-technologie-a-zakaznicka-podpora"],"_links":{"self":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts\/8419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/users\/799"}],"replies":[{"embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/comments?post=8419"}],"version-history":[{"count":0,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts\/8419\/revisions"}],"wp:attachment":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/media?parent=8419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/categories?post=8419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/tags?post=8419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}