{"id":3965,"date":"2021-08-24T13:23:50","date_gmt":"2021-08-24T11:23:50","guid":{"rendered":"https:\/\/www.websupport.cz\/blog\/?p=3965"},"modified":"2025-03-11T21:18:26","modified_gmt":"2025-03-11T20:18:26","slug":"co-delat-aby-vas-newsletter-nebyl-povazovan-za-spam","status":"publish","type":"post","link":"https:\/\/www.websupport.cz\/blog\/2021\/08\/co-delat-aby-vas-newsletter-nebyl-povazovan-za-spam\/","title":{"rendered":"Co d\u011blat, aby v\u00e1\u0161 newsletter nebyl pova\u017eov\u00e1n za SPAM"},"content":{"rendered":"\n

Za\u010dalo to v roce 1937. Vep\u0159ov\u00e1 plec, s\u016fl, cukr, voda a dusitan sodn\u00fd v jedn\u00e9 konzerv\u011b. Recept se zm\u011bnil a\u017e roku 2009, kdy v\u00fdrobce p\u0159ihodil bramborov\u00fd \u0161krob. Ten zlikvidoval kluzkou \u017eelatinu usazenou na povrchu masa, tak\u017ee po otev\u0159en\u00ed plechovky to cel\u00e9 vypadalo o chlup pohledn\u011bji.<\/em><\/p>\n\n\n\n

\"\"<\/a>
Toto byl (a po\u0159\u00e1d je<\/a>) \u201eproslul\u00fd\u201c SPAM \u010dili Shoulder of Pork And haM<\/figcaption><\/figure><\/div>\n\n\n\n

D\u00edky snadn\u00e9mu uskladn\u011bn\u00ed a s\u00e1hodlouh\u00e9 trvanlivosti skl\u00edzel SPAM plody sv\u00e9 sl\u00e1vy hlavn\u011b b\u011bhem druh\u00e9 sv\u011btov\u00e9 v\u00e1lky. Tehdy ho ameri\u010dt\u00ed voj\u00e1ci poj\u00eddali a\u017e t\u0159ikr\u00e1t denn\u011b, tud\u00ed\u017e nen\u00ed divu, \u017ee za\u010dali v\u00fdrobce SPAMu bombardovat listy s rozho\u0159\u010den\u00fdmi st\u00ed\u017enostmi. A mo\u017en\u00e1 pr\u00e1v\u011b tam to v\u0161echno vzniklo. Posl\u00e9ze situaci v\u00fdrazn\u011b p\u0159isp\u011bli i brit\u0161t\u00ed komedianti Monthy Python sv\u00fdm \u017eertovn\u00fdm SPAM ske\u010dem<\/a>. A dneska u\u017e je SPAM vn\u00edm\u00e1n p\u0159enesen\u011b, tedy jinak ne\u017e jako vep\u0159ov\u00e1 fl\u00e1kota v konzerv\u011b.<\/p>\n\n\n\n

Co vlastn\u011b SPAM znamen\u00e1? Co d\u011blat, aby va\u0161e marketingov\u00e9 e-maily nebyly SPAM? Co v\u00e1m re\u00e1ln\u011b hroz\u00ed, kdy\u017e budete SPAM rozes\u00edlat? Poj\u010fme na to. \u2193<\/p>\n\n\n\n

Co je SPAM<\/h2>\n\n\n\n

SPAM je v z\u00e1sad\u011b jak\u00e1koliv nevy\u017e\u00e1dan\u00e1 reklama, kter\u00e1 m\u016f\u017ee b\u00fdt rozeslan\u00e1 elektronicky (tedy v\u010detn\u011b e-mailu, SMS, zpr\u00e1v na messengeru, p\u0159\u00edsp\u011bvk\u016f v diskuzn\u00edch f\u00f3rech atd.), zpravidla hromadn\u011b a bez souhlasu \u010di vy\u017e\u00e1d\u00e1n\u00ed adres\u00e1ta.<\/p>\n\n\n\n

SPAM je neleg\u00e1ln\u00ed v cel\u00e9 Evropsk\u00e9 unii. Pro\u010d? Pon\u011bvad\u017e fakt, \u017ee je ofici\u00e1ln\u011b neleg\u00e1ln\u00ed, pom\u00e1h\u00e1 zabezpe\u010dit ochranu internetov\u00e9 s\u00edt\u011b i adres\u00e1ta. Up\u0159\u00edmn\u011b, dok\u00e1\u017eete si p\u0159edstavit, jak by internet vypadal a fungoval, kdyby SPAM v\u016fbec zak\u00e1zan\u00fd nebyl?<\/p>\n\n\n\n

Nastalo by tot\u00e1ln\u00ed zahlcen\u00ed reklamou. Na\u0161e e-mailov\u00e9 schr\u00e1nky by byly skoro nepou\u017eiteln\u00e9 a museli bychom vr\u00e1\u017eet obnosy do ultra kvalitn\u00edch antispamov\u00fdch filtr\u016f, aby to jak\u017e tak\u017e \u0161lapalo. Koneckonc\u016f, u\u017e te\u010f d\u00e1 t\u0159\u00edd\u011bn\u00ed e-mail\u016f n\u011bkdy celkem zabrat. A to v\u011bt\u0161inou ani nejde o SPAM jako takov\u00fd, proto\u017ee ten rovnou miz\u00ed v \u00fatrob\u00e1ch spamov\u00e9 slo\u017eky.<\/p>\n\n\n\n

V e-mailech n\u00e1m ale leckdy p\u0159ist\u00e1vaj\u00ed i zaj\u00edmav\u00e9 newslettery, rady, tipy a souhrny \u010dl\u00e1nk\u016f. A ka\u017ed\u00fd dobr\u00fd market\u00e9r chce sv\u00fdm z\u00e1kazn\u00edk\u016fm tuto p\u0159idanou hodnotu dop\u0159\u00e1t<\/strong>. O tom p\u0159ece dobr\u00fd marketing je \u2013 o spokojenosti obou stran. \u010cili e-mailov\u00fd marketing s\u00e1m o sob\u011b nen\u00ed zlo. Ov\u0161em aby se zlem nestal, nesm\u00ed zkr\u00e1tka SPAMovat. Jak to tedy s t\u011bmi podm\u00ednkami pro leg\u00e1ln\u00ed marketingov\u00e9 e-maily je?<\/p>\n\n\n\n

Jak neSPAMovat<\/h2>\n\n\n\n

1. V\u017edy si vy\u017e\u00e1dejte souhlas (syst\u00e9m Opt-in) <\/h3>\n\n\n\n

K rozes\u00edl\u00e1n\u00ed marketingov\u00fdch e-mail\u016f pot\u0159ebujete souhlas adres\u00e1ta. Nehled\u011b na to, jestli reklamu pos\u00edl\u00e1te v oblasti B2B nebo B2C. Takov\u00fd souhlas si m\u016f\u017eete vy\u017e\u00e1dat t\u0159eba p\u0159i n\u00e1v\u0161t\u011bv\u011b va\u0161eho webu, a to aktivn\u00edm p\u0159ihl\u00e1\u0161en\u00edm se k odb\u011bru newsletteru. Jak dan\u00e9ho u\u017eivatele p\u0159esv\u011bd\u010d\u00edte o tom, \u017ee v\u00e1m m\u016f\u017ee sv\u011b\u0159it svou e-mailovou adresu a \u017ee pro n\u011bj va\u0161e e-maily budou ryze p\u0159\u00ednosn\u00e9, to u\u017e je na v\u00e1s.  <\/p>\n\n\n\n

Ze souhlasu mus\u00ed b\u00fdt jasn\u00e9, kdo ho ud\u011bluje (majitel dan\u00e9ho e-mailu), k jak\u00e9mu \u00fa\u010delu (k zas\u00edl\u00e1n\u00ed nab\u00eddek atp.) a komu je ur\u010den\u00fd. Mohlo by to vypadat n\u011bjak takto: <\/p>\n\n\n\n

Ud\u011bluji souhlas spole\u010dnosti MojeVolba s.r.o. k zas\u00edl\u00e1n\u00ed zaj\u00edmav\u00fdch marketingov\u00fdch nab\u00eddek prost\u0159ednictv\u00edm elektronick\u00e9 po\u0161ty.<\/em><\/p>\n\n\n\n

TIP: <\/strong>Obratem pos\u00edlejte automatick\u00fd e-mail, v n\u011bm\u017e mus\u00ed adres\u00e1t potvrdit souhlas se za\u0159azen\u00edm do newsletterov\u00e9 datab\u00e1ze kliknut\u00edm na potvrzovac\u00ed link<\/strong>. Budete tak m\u00edt jistotu, \u017ee m\u00e1te v marketingov\u00e9 datab\u00e1zi jen ty, kte\u0159\u00ed maj\u00ed skute\u010dn\u00fd z\u00e1jem, a \u017ee jim zadan\u00fd e-mail doopravdy pat\u0159\u00ed. A z\u00e1rove\u0148 to m\u016f\u017eete i zp\u011btn\u011b dok\u00e1zat.<\/p>\n\n\n\n

Existuje ale i jedna v\u00fdjimka (syst\u00e9m Opt-out). O co jde? Uka\u017eme si to na p\u0159\u00edkladu.<\/p>\n\n\n\n

Provozujete e-shop s pot\u0159ebami pro ryb\u00e1\u0159e. Z\u00e1kazn\u00edk si u v\u00e1s koup\u00ed udici a n\u00e1vnady, tak\u017ee m\u00e1te jeho e-mail. A ejhle, za m\u011bs\u00edc rozes\u00edl\u00e1te newsletter s ak\u010dn\u00edmi nab\u00eddkami va\u0161ich ryb\u00e1\u0159sk\u00fdch pot\u0159eb. Zrovna takov\u00fd e-mail m\u016f\u017eete klidn\u011b poslat v\u0161em sv\u00fdm z\u00e1kazn\u00edk\u016fm, proto\u017ee u\u017e u v\u00e1s podobn\u00fd produkt zakoupili.<\/em><\/p>\n\n\n\n

Souhlas na zas\u00edl\u00e1n\u00ed reklamy tedy nepot\u0159ebujete v t\u011bchto p\u0159\u00edpadech:<\/strong><\/p>\n\n\n\n

  • Adres\u00e1tem je fyzick\u00e1 osoba (B2C), kter\u00e1 u v\u00e1s u\u017e nakoupila.<\/li>
  • E-mail t\u00e9to osoby jste z\u00edskali v souvislosti s p\u0159ede\u0161l\u00fdm n\u00e1kupem (standardn\u011b jako povinn\u00fd \u00fadaj p\u0159i n\u00e1kupu ve va\u0161em e-shopu).<\/li>
  • V tomto reklamn\u00edm e-mailu zas\u00edl\u00e1te nab\u00eddku vlastn\u00edch produkt\u016f \u010di slu\u017eeb podobn\u00fdch t\u011bm, kter\u00e9 u v\u00e1s dan\u00e1 osoba d\u0159\u00edve nakoupila.<\/li><\/ul>\n\n\n\n

    A kdy tato v\u00fdjimka naopak neplat\u00ed?<\/strong> Nevztahuje se na zas\u00edl\u00e1n\u00ed nab\u00eddek t\u0159et\u00edch stran, nap\u0159\u00edklad va\u0161ich obchodn\u00edch partner\u016f, pokud jejich produkty nebo slu\u017eby neprod\u00e1v\u00e1te pod vlastn\u00edm jm\u00e9nem. <\/p>\n\n\n\n

    Tak\u00e9 nesta\u010d\u00ed to, kdy\u017e se n\u00e1v\u0161t\u011bvn\u00edk va\u0161eho webu nez\u00e1vazn\u011b zept\u00e1 na va\u0161e produkty \u010di slu\u017eby, proto\u017ee dokud u v\u00e1s nenakoup\u00ed, nen\u00ed va\u0161\u00edm z\u00e1kazn\u00edkem. Tud\u00ed\u017e jeho e-mail m\u016f\u017eete pou\u017e\u00edt v\u00fdhradn\u011b ke komunikaci t\u00fdkaj\u00edc\u00ed se dotazu, nikoliv k zas\u00edl\u00e1n\u00ed reklam. <\/p>\n\n\n\n

    2. Do ka\u017ed\u00e9ho e-mailu p\u0159idejte mo\u017enost odhl\u00e1sit se<\/h3>\n\n\n\n

    V\u0161em adres\u00e1t\u016fm mus\u00edte poskytnout mo\u017enost kdykoliv odm\u00edtnout p\u0159ij\u00edm\u00e1n\u00ed va\u0161\u00ed reklamy \u2013 jednodu\u0161e, bezplatn\u011b a v ka\u017ed\u00e9m doru\u010den\u00e9m e-mailu. Nej\u010dast\u011bji se mo\u017enost zru\u0161it zas\u00edl\u00e1n\u00ed e-mail\u016f nebo odhl\u00e1\u0161en\u00ed z odb\u011bru newsletteru umis\u0165uje v pati\u010dce e-mailu (tla\u010d\u00edtko Odhl\u00e1sit, Unsubscribe atp.).<\/p>\n\n\n\n

    3. Poskytn\u011bte mo\u017enost \u201eOpt-out\u201c hned na za\u010d\u00e1tku<\/h3>\n\n\n\n

    Pokud se spol\u00e9h\u00e1te na zm\u00edn\u011bnou v\u00fdjimku a ne\u017e\u00e1d\u00e1te o souhlas, u\u017e v procesu z\u00edsk\u00e1v\u00e1n\u00ed e-mailu poskytn\u011bte z\u00e1kazn\u00edkovi:<\/p>\n\n\n\n

    • informaci o tom, \u017ee e-mail bude vyu\u017eit k p\u0159\u00edm\u00e9mu marketingu,<\/li>
    • mo\u017enost s t\u00edmto nesouhlasit.<\/li><\/ul>\n\n\n\n

      P\u0159\u00edklad z praxe: Z\u00e1kazn\u00edk nakupuje produkt ve va\u0161em e-shopu. Je\u0161t\u011b p\u0159ed odesl\u00e1n\u00edm objedn\u00e1vky mu dejte v\u011bd\u011bt, \u017ee jeho e-mail bude pou\u017eit na zas\u00edl\u00e1n\u00ed nab\u00eddek dal\u0161\u00edch podobn\u00fdch produkt\u016f. Pod tuto informaci p\u0159ipojte link, na kter\u00fd m\u016f\u017ee z\u00e1kazn\u00edk kliknout, pokud s t\u00edm nesouhlas\u00ed. V takov\u00e9m p\u0159\u00edpad\u011b jeho e-mail nebude za\u0159azen do datab\u00e1ze k rozes\u00edl\u00e1n\u00ed nab\u00eddek, tak\u017ee jen nakoup\u00ed a je po v\u0161em.<\/em><\/p>\n\n\n\n

      TIP: <\/strong>Chcete-li z\u00e1kazn\u00edkovi pos\u00edlat newsletter i s nab\u00eddkou dal\u0161\u00edch va\u0161ich produkt\u016f \u010di slu\u017eeb, kter\u00e9 odpov\u00eddaj\u00ed p\u0159ede\u0161l\u00e9mu n\u00e1kupu, pro jistotu si v\u017edy vy\u017e\u00e1dejte z\u00e1kazn\u00edk\u016fv souhlas. Doporu\u010dujeme se nespol\u00e9hat na v\u00fdjimku.<\/p>\n\n\n\n

      4. Uve\u010fte \u00fadaje o odes\u00edlateli<\/h3>\n\n\n\n

      V\u017edy pravdiv\u011b a \u010diteln\u011b informujte o tom, kdo je odes\u00edlatelem. V ka\u017ed\u00e9m e-mailu mus\u00ed b\u00fdt z\u0159ejm\u00e9, kdo ho pos\u00edl\u00e1 a z jak\u00e9 adresy. <\/p>\n\n\n\n

      Kdy nejde o SPAM<\/h2>\n\n\n\n
      • Kdy\u017e m\u00e1te od z\u00e1kazn\u00edka souhlas k zas\u00edl\u00e1n\u00ed reklamy (nap\u0159. registrac\u00ed k odb\u011bru newsletteru), p\u0159\u00edpadn\u011b pokud se v r\u00e1mci B2C spol\u00e9h\u00e1te na v\u00fdjimku.<\/li>
      • V p\u0159\u00edpad\u011b, \u017ee zas\u00edl\u00e1te e-mailem individu\u00e1ln\u011b personalizovanou nab\u00eddku ke spolupr\u00e1ci, kter\u00e1 je adresov\u00e1na konkr\u00e9tn\u00edmu potenci\u00e1ln\u00edmu obchodn\u00edmu partnerovi, tedy nen\u00ed zcela o\u010dividn\u011b hromadn\u00e1.<\/li>
      • Pos\u00edl\u00e1te-li svou reklamu klasickou po\u0161tou (tzn. let\u00e1ky). <\/li><\/ul>\n\n\n\n

        Co v\u00e1m hroz\u00ed za rozes\u00edl\u00e1n\u00ed SPAMu<\/h2>\n\n\n\n

        Tak zaprv\u00e9 pokuta \u2013 jej\u00ed v\u00fd\u0161ka se odv\u00edj\u00ed od toho, komu jste SPAM zaslali. Jestli tedy nem\u00e1te souhlas adres\u00e1ta k zas\u00edl\u00e1n\u00ed obchodn\u00edch sd\u011blen\u00ed, p\u0159\u00edpadn\u011b nespl\u0148ujete podm\u00ednky pro v\u00fdjimku, pokuta pro v\u00e1s jako pro podnikatele m\u016f\u017ee \u0161plhat klidn\u011b a\u017e na 10 milion\u016f korun<\/strong>. <\/p>\n\n\n\n

        Tak\u017ee obez\u0159etnost se tady velmi vypl\u00e1c\u00ed. Proto si v\u0161echno pe\u010dliv\u011b hl\u00eddejte a prov\u00e1d\u011bjte spr\u00e1vn\u011b \u2013 u\u0161et\u0159\u00edte si nejen pen\u00edze a po\u0161ramocenou reputaci, ale z\u00e1rove\u0148 poskytnete sv\u00fdm z\u00e1kazn\u00edk\u016fm k\u00fd\u017eenou p\u0159idanou hodnotu. <\/p>\n\n\n\n

        A z\u00e1v\u011brem jedna ot\u00e1zka do pranice: Je podle v\u00e1s e-mail s v\u00e1no\u010dn\u00edm nebo narozeninov\u00fdm p\u0159\u00e1n\u00edm z e-shopu SPAM? K \u00favah\u00e1m si m\u016f\u017eete pustit tematick\u00fd podcast o tom, jak d\u011blat e-mail marketing efektivn\u011b. \u2193<\/p>\n\n\n\n

        \nhttps:\/\/open.spotify.com\/episode\/6yEVfq0ui5hKoj52HhMKNM\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"

        Za\u010dalo to v roce 1937. Vep\u0159ov\u00e1 plec, s\u016fl, cukr, voda a dusitan sodn\u00fd v jedn\u00e9 konzerv\u011b. Recept se zm\u011bnil a\u017e roku 2009, kdy v\u00fdrobce p\u0159ihodil bramborov\u00fd \u0161krob. Ten zlikvidoval kluzkou \u017eelatinu usazenou na povrchu masa, tak\u017ee po otev\u0159en\u00ed plechovky to cel\u00e9 vypadalo o chlup pohledn\u011bji. D\u00edky snadn\u00e9mu uskladn\u011bn\u00ed a s\u00e1hodlouh\u00e9 trvanlivosti skl\u00edzel SPAM plody sv\u00e9 […]<\/p>\n","protected":false},"author":59,"featured_media":3974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[410,52],"tags":[488,485,144],"class_list":["post-3965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uzivatel","category-tipy-a-triky","tag-email-marketing","tag-newsletter-marketing","tag-spam"],"yoast_head":"\nCo d\u011blat, aby v\u00e1\u0161 newsletter nebyl pova\u017eov\u00e1n za SPAM - Websupport.cz Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.websupport.cz\/blog\/2021\/08\/co-delat-aby-vas-newsletter-nebyl-povazovan-za-spam\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Co d\u011blat, aby v\u00e1\u0161 newsletter nebyl pova\u017eov\u00e1n za SPAM - Websupport.cz Blog\" \/>\n<meta property=\"og:description\" content=\"Za\u010dalo to v roce 1937. Vep\u0159ov\u00e1 plec, s\u016fl, cukr, voda a dusitan sodn\u00fd v jedn\u00e9 konzerv\u011b. Recept se zm\u011bnil a\u017e roku 2009, kdy v\u00fdrobce p\u0159ihodil bramborov\u00fd \u0161krob. Ten zlikvidoval kluzkou \u017eelatinu usazenou na povrchu masa, tak\u017ee po otev\u0159en\u00ed plechovky to cel\u00e9 vypadalo o chlup pohledn\u011bji. 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