{"id":13533,"date":"2023-08-12T09:15:07","date_gmt":"2023-08-12T09:15:07","guid":{"rendered":"https:\/\/www.lifescienceart.com\/?p=13533"},"modified":"2023-08-12T09:15:07","modified_gmt":"2023-08-12T09:15:07","slug":"fundraising-emails-surprising-secrets-success","status":"publish","type":"post","link":"https:\/\/www.lifescienceart.com\/cs\/uncategorized\/fundraising-emails-surprising-secrets-success\/","title":{"rendered":"E-maily pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f: Tajemstv\u00ed \u00fasp\u011bchu"},"content":{"rendered":"<h2 class=\"wp-block-heading\">E-maily pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f: P\u0159ekvapiv\u00e1 tajemstv\u00ed \u00fasp\u011bchu<\/h2>\n\n<h2 class=\"wp-block-heading\">Optimalizace e-mail\u016f: Poru\u0161en\u00ed pravidel<\/h2>\n\n<p>Pokud jde o e-maily pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f, zd\u00e1 se, \u017ee v\u0161echny b\u011b\u017en\u00e9 moudrosti jsou \u0161patn\u011b. Obamova kampa\u0148 dok\u00e1zala, \u017ee nej\u00fa\u010dinn\u011bj\u0161\u00ed e-maily byly daleko od dokonalosti. \u010casto byly o\u0161kliv\u00e9, neust\u00e1le bombardovaly p\u0159\u00edjemce a dokonce obsahovaly sprost\u00e1 slova.<\/p>\n\n<h2 class=\"wp-block-heading\">S\u00edla neform\u00e1ln\u00edho jazyka<\/h2>\n\n<p>Jedn\u00edm z nejv\u00edce p\u0159ekvapiv\u00fdch zji\u0161t\u011bn\u00ed byla \u00fa\u010dinnost neform\u00e1ln\u00edho jazyka. P\u0159edm\u011bty jako \u201eAhoj\u201c a \u201eP\u00e1ni\u201c p\u0159ekonaly form\u00e1ln\u011bj\u0161\u00ed a uhlazen\u011bj\u0161\u00ed mo\u017enosti. Podle testovac\u00edch \u00fadaj\u016f kampan\u011b bylo \u201eAhoj\u201c celkov\u011b nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edm p\u0159edm\u011btem.<\/p>\n\n<h2 class=\"wp-block-heading\">Textov\u00e9 odkazy a o\u0161kliv\u00fd design<\/h2>\n\n<p>Dal\u0161\u00edm ne\u010dekan\u00fdm objevem byla v\u00fdhoda textov\u00fdch odkaz\u016f oproti vizu\u00e1ln\u011b p\u0159ita\u017eliv\u00fdm tla\u010d\u00edtk\u016fm \u201eDarovat\u201c. E-maily s ob\u0159\u00edmi p\u00edsmy, o\u0161kliv\u00fdm \u017elut\u00fdm zv\u00fdrazn\u011bn\u00edm a dal\u0161\u00edmi netradi\u010dn\u00edmi designov\u00fdmi prvky nav\u00edc v\u00fdrazn\u011b zv\u00fd\u0161ily m\u00edru konverze.<\/p>\n\n<h2 class=\"wp-block-heading\">O\u0161klivost p\u0159ekon\u00e1v\u00e1 kr\u00e1su<\/h2>\n\n<p>Na rozd\u00edl od v\u0161eobecn\u00e9ho p\u0159esv\u011bd\u010den\u00ed si atraktivn\u00ed e-maily nevedly dob\u0159e. Ve skute\u010dnosti e-maily s amat\u00e9r\u0161t\u011bj\u0161\u00edm a odpudiv\u011bj\u0161\u00edm vzhledem m\u011bly tendenci z\u00edskat v\u00edce pen\u011bz. To nazna\u010duje, \u017ee d\u00e1rci mohou b\u00fdt vn\u00edmav\u011bj\u0161\u00ed k e-mail\u016fm, kter\u00e9 p\u016fsob\u00ed osobn\u011b a autenticky, i kdy\u017e nejsou nijak zvl\u00e1\u0161\u0165 vyle\u0161t\u011bn\u00e9 nebo vizu\u00e1ln\u011b p\u0159ita\u017eliv\u00e9.<\/p>\n\n<h2 class=\"wp-block-heading\">Neust\u00e1l\u00e9 bombardov\u00e1n\u00ed a nad\u00e1v\u00e1n\u00ed<\/h2>\n\n<p>Dal\u0161\u00ed p\u0159ekvapivou taktikou, kterou Obamova kampa\u0148 pou\u017eila, bylo neust\u00e1l\u00e9 bombardov\u00e1n\u00ed e-maily. Odes\u00edl\u00e1n\u00edm v\u00edce e-mail\u016f p\u0159\u00edjemc\u016fm v kr\u00e1tk\u00e9m \u010dasov\u00e9m obdob\u00ed dok\u00e1zali zv\u00fd\u0161it dary. E-maily, kter\u00e9 obsahovaly nad\u00e1vky, si nav\u00edc vedly tak\u00e9 dob\u0159e, co\u017e nazna\u010duje, \u017ee pocit nal\u00e9havosti a emo\u010dn\u00ed p\u0159ita\u017elivost mohou b\u00fdt \u00fa\u010dinn\u00e9 p\u0159i z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f.<\/p>\n\n<h2 class=\"wp-block-heading\">Pr\u016fb\u011b\u017en\u00e9 testov\u00e1n\u00ed a p\u0159izp\u016fsobov\u00e1n\u00ed<\/h2>\n\n<p>\u00dasp\u011bch Obamovy kampan\u011b zd\u016fraz\u0148uje d\u016fle\u017eitost pr\u016fb\u011b\u017en\u00e9ho testov\u00e1n\u00ed a p\u0159izp\u016fsobov\u00e1n\u00ed e-mail\u016f. Neust\u00e1l\u00fdm experimentov\u00e1n\u00edm s r\u016fzn\u00fdmi p\u0159edm\u011bty, obsahem a designov\u00fdmi prvky dok\u00e1zali identifikovat, co nejv\u00edce rezonovalo s jejich d\u00e1rci. Krom\u011b toho c\u00edlili na r\u016fzn\u00e9 segmenty d\u00e1rc\u016f p\u0159izp\u016fsoben\u00fdmi e-maily, co\u017e d\u00e1le zv\u00fd\u0161ilo jejich v\u00fdsledky z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f.<\/p>\n\n<h2 class=\"wp-block-heading\">Zapojen\u00ed d\u00e1rc\u016f a personalizace<\/h2>\n\n<p>Krom\u011b konkr\u00e9tn\u00edch v\u00fd\u0161e diskutovan\u00fdch taktik se Obamova kampa\u0148 zam\u011b\u0159ila tak\u00e9 na zapojen\u00ed d\u00e1rc\u016f a personalizaci. Budov\u00e1n\u00edm vztah\u016f se sv\u00fdmi d\u00e1rci a porozum\u011bn\u00edm jejich pot\u0159eb dok\u00e1zali vytvo\u0159it e-maily, kter\u00e9 s v\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed rezonovaly a inspirovaly k akci.<\/p>\n\n<h2 class=\"wp-block-heading\">Dal\u0161\u00ed tipy pro efektivn\u00ed e-maily pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Pou\u017e\u00edvejte jasn\u00fd a stru\u010dn\u00fd jazyk, kter\u00fd se snadno ch\u00e1pe.<\/li>\n<li>P\u0159izp\u016fsobte sv\u00e9 e-maily zahrnut\u00edm jm\u00e9na p\u0159\u00edjemce a relevantn\u00edch informac\u00ed.<\/li>\n<li>Segmentujte sv\u00e9 publikum a p\u0159izp\u016fsobte sv\u00e9 e-maily jejich specifick\u00fdm z\u00e1jm\u016fm a demografick\u00fdm \u00fadaj\u016fm.<\/li>\n<li>Testujte r\u016fzn\u00e9 p\u0159edm\u011bty, obsah a designov\u00e9 prvky, abyste zjistili, co funguje nejl\u00e9pe pro va\u0161e d\u00e1rce.<\/li>\n<li>Sledujte sv\u00e9 v\u00fdsledky a podle pot\u0159eby prov\u00e1d\u011bjte \u00fapravy, abyste optimalizovali sv\u00e9 e-mailov\u00e9 kampan\u011b pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f.<\/li>\n<\/ul>\n\n<p>Dodr\u017eov\u00e1n\u00edm t\u011bchto z\u00e1sad mohou neziskov\u00e9 organizace a politick\u00e9 kampan\u011b vytv\u00e1\u0159et e-maily pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f, kter\u00e9 poru\u0161uj\u00ed zab\u011bhnut\u00e9 po\u0159\u00e1dky a maximalizuj\u00ed jejich potenci\u00e1l pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f.<\/p>","protected":false},"excerpt":{"rendered":"<p>E-maily pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f: P\u0159ekvapiv\u00e1 tajemstv\u00ed \u00fasp\u011bchu Optimalizace e-mail\u016f: Poru\u0161en\u00ed pravidel Pokud jde o e-maily pro z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f, zd\u00e1 se, \u017ee v\u0161echny b\u011b\u017en\u00e9 moudrosti jsou \u0161patn\u011b. Obamova kampa\u0148&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[18241,18246,18240,2522,18247,18245,18242,18244,18243],"class_list":["post-13533","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-digital-fundraising","tag-donor-engagement","tag-email-marketing","tag-fundraising","tag-marketing-strategy","tag-email-design","tag-obama-campaign","tag-email-content","tag-email-optimization"],"_links":{"self":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/13533","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/comments?post=13533"}],"version-history":[{"count":1,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/13533\/revisions"}],"predecessor-version":[{"id":13534,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/13533\/revisions\/13534"}],"wp:attachment":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/media?parent=13533"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/categories?post=13533"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/tags?post=13533"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}