{"id":2022,"date":"2021-09-27T09:37:04","date_gmt":"2021-09-27T07:37:04","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&#038;p=2022"},"modified":"2021-10-01T11:09:14","modified_gmt":"2021-10-01T09:09:14","slug":"3-pravidla-pro-psani-newsletteru-ktery-lidi-bavi-a-vyhrava-ceny","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/3-pravidla-pro-psani-newsletteru-ktery-lidi-bavi-a-vyhrava-ceny\/","title":{"rendered":"3 pravidla pro psan\u00ed newsletteru, kter\u00fd lidi bav\u00ed (a vyhr\u00e1v\u00e1 ceny)"},"content":{"rendered":"<p><b>Sly\u0161\u00edte to? Pr\u00e1v\u011b spadl dal\u0161\u00ed neboh\u00fd newsletter do ko\u0161e. V&nbsp;dob\u011b, kdy se na lidi val\u00ed maily co minutu, je u\u017e toti\u017e naprost\u00fdm zvykem, \u017ee je ma\u017eou, ani\u017e by je otev\u0159eli. D\u00e1 se to zm\u011bnit? Sp\u00ed\u0161 ne. Ale m\u016f\u017eete aspo\u0148 zv\u00fd\u0161it \u0161anci, \u017ee v\u00e1\u0161 newsletter mezi t\u011bmi \u0161patn\u00fdmi vynikne. A&nbsp;p\u0159e\u017eije.<\/b><\/p>\r\n<p><span style=\"font-weight: 400;\">Nechceme se chv\u00e1stat (mo\u017en\u00e1 trochu jo), ale newslettery n\u00e1m v&nbsp;Boomerangu jdou. Letos jsme se s&nbsp;jedn\u00edm takov\u00fdm dokonce um\u00edstili na 1. m\u00edst\u011b sout\u011b\u017ee Zlat\u00fd st\u0159edn\u00edk. Jak? HRnek, kter\u00fd p\u00ed\u0161eme pro LMC, si na nic nehraje a&nbsp;m\u00e1 jasn\u011b dan\u00e9, co je a&nbsp;co nen\u00ed. <\/span><b>Neprod\u00e1v\u00e1, ale bav\u00ed<\/b><span style=\"font-weight: 400;\">. <\/span><b>Nepl\u00fdtv\u00e1 \u010dasem \u010dten\u00e1\u0159\u016f, ale \u0161et\u0159\u00ed ho<\/b><span style=\"font-weight: 400;\">. A&nbsp;taky se p\u0159i jeho psan\u00ed dr\u017e\u00edme t\u0159\u00ed pravidel, kter\u00e1 m\u016f\u017eete zkusit i&nbsp;vy.<\/span><\/p>\r\n<h2>1. H\u00e1\u010dky na \u010dten\u00e1\u0159e jsou nutnost<\/h2>\r\n<p><span style=\"font-weight: 400;\">Je\u0161t\u011b nikdo nevstal z&nbsp;postele a&nbsp;ne\u0159ekl si: \u201eDouf\u00e1m, \u017ee mi dneska p\u0159ijde mail od [dopl\u0148te jm\u00e9no zna\u010dky].\u201c Va\u0161i c\u00edlovou skupinu toti\u017e pravd\u011bpodobn\u011b nezaj\u00edm\u00e1, co m\u00e1te na srdci. Pokud to nen\u00ed n\u011bco, z&nbsp;\u010deho bude profitovat ona sama.<\/span> <span style=\"font-weight: 400;\">Proto mus\u00edte u\u017e do p\u0159edm\u011btu \u2013 a&nbsp;nejl\u00e9pe i&nbsp;preheaderu \u2013 dostat h\u00e1\u010dek, kter\u00fdm si \u010dten\u00e1\u0159e p\u0159it\u00e1hnete a\u017e dovnit\u0159 e-mailu. Nab\u00eddn\u011bte jim \u0159e\u0161en\u00ed pal\u010div\u00e9ho probl\u00e9mu nebo benefit, po kter\u00e9m tou\u017e\u00ed. Slibte jim informace, kter\u00e9 jinde nenajdou, a&nbsp;pak ten slib spl\u0148te. Ide\u00e1ln\u00ed je, kdy\u017e se v\u00e1m cokoliv z&nbsp;toho povede <\/span><b>v rozsahu zhruba 45 znak\u016f<\/b><span style=\"font-weight: 400;\">. Budete tak m\u00edt jistotu, \u017ee to nejd\u016fle\u017eit\u011bj\u0161\u00ed uvid\u00ed va\u0161i \u010dten\u00e1\u0159i jak na monitoru, tak na mobilu.<\/span><\/p>\r\n\r\n<p class=\"has-text-color has-background has-very-light-gray-color has-vivid-purple-background-color box\">A jak n\u00e1m to funguje v&nbsp;praxi? Na\u0161\u00edm prim\u00e1rn\u00edm c\u00edlem je m\u00edra otev\u0159en\u00ed (Open rate) HRnku, kter\u00e1 se dlouhodob\u011b dr\u017e\u00ed kolem nadstandardn\u00edch 23&nbsp;%. M\u011b\u0159\u00edme i&nbsp;proklikovost (CTR). Ta se pohybuje na kr\u00e1sn\u00fdch 4&nbsp;%.<\/p>\r\n\r\n<h2>2. \u0160aty d\u011blaj newsletter<\/h2>\r\n<p><span style=\"font-weight: 400;\">V\u00e1\u0161 newsletter mus\u00ed nejen nab\u00edzet hodnotn\u00fd obsah, ale taky vypadat k&nbsp;sv\u011btu. Graficky i&nbsp;textov\u011b. Myslete na to, \u017ee dlouh\u00e1 zm\u011b\u0165 textu lidi akor\u00e1t odrad\u00ed, proto\u017ee newsletter necht\u011bj\u00ed \u010d\u00edst cel\u00fd a&nbsp;o\u010dima sp\u00ed\u0161 klou\u017eou po z\u00e1chytn\u00fdch bodech. <strong>Bu\u010fto jim to usnadn\u00edte pomoc\u00ed titulk\u016f, grafiky, odkaz\u016f a&nbsp;tla\u010d\u00edtek, nebo si vyslou\u017e\u00edte kl\u00e1vesu Delete. <\/strong><\/span><span style=\"font-weight: 400;\">HRnek jsme proto rozd\u011blili do n\u011bkolika d\u016fle\u017eit\u00fdch \u010d\u00e1st\u00ed, kter\u00e9 se od sebe tematicky i&nbsp;vizu\u00e1ln\u011b li\u0161\u00ed. Najdete v&nbsp;n\u011bm:<\/span><\/p>\r\n<ul>\r\n<li><span style=\"font-weight: 400;\"> \u00a0<\/span><span style=\"font-weight: 400;\">hlavi\u010dku s&nbsp;mil\u00fdm gifem, pomoc\u00ed kter\u00e9 odb\u011bratele nalad\u00edme na \u010dten\u00ed,<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\"> \u00a0<\/span><span style=\"font-weight: 400;\">zpravodajskou \u010d\u00e1st, v&nbsp;n\u00ed\u017e pop\u00ed\u0161eme 3 nejd\u016fle\u017eit\u011bj\u0161\u00ed HR zpr\u00e1vy dan\u00e9ho t\u00fddne,<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\"> \u00a0<\/span><span style=\"font-weight: 400;\">grafick\u00e9 elementy s&nbsp;prokliky na relevantn\u00ed obsah z&nbsp;LMC magaz\u00ednu.<\/span><\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid alignnone wp-image-2023 size-full\" src=\"https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1.jpg\" alt=\"Newsletter HRnek\" width=\"1851\" height=\"1243\" srcset=\"https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1.jpg 1851w, https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1-300x201.jpg 300w, https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1-1024x688.jpg 1024w, https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1-768x516.jpg 768w, https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1-1536x1031.jpg 1536w, https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1-640x430.jpg 640w, https:\/\/boomerang.agency\/wp-content\/uploads\/2021\/10\/microsoftteams-image-1-1280x860.jpg 1280w\" sizes=\"auto, (max-width: 1851px) 100vw, 1851px\" \/><\/a><span style=\"font-weight: 400;\">Cel\u00fd newsletter tak st\u0159\u00edd\u00e1 r\u016fzn\u00e9 prvky, ale z\u00e1rove\u0148 m\u00e1 jednotnou linku. P\u0159in\u00e1\u0161\u00ed \u0161irok\u00e9 spektrum informac\u00ed, ale z\u00e1rove\u0148 <\/span><b>z\u016fst\u00e1v\u00e1<\/b> <b>p\u0159ehledn\u00fd<\/b><span style=\"font-weight: 400;\"> a&nbsp;sna\u017e\u00ed se textem prov\u00e9st co nejp\u0159\u00edjemn\u011bji.<\/span><\/p>\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">V\u00edte, kolik \u010dasu v\u011bnuj\u00ed lidi newsletteru, kter\u00fd je zaujme? V&nbsp;pr\u016fm\u011bru asi 13 vte\u0159in. Proto nen\u00ed \u010das ztr\u00e1cet \u010das.<\/blockquote>\r\n<h2><span style=\"font-weight: 400;\">3. Testy, testy, testy<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">To, \u017ee lidi v\u00e1\u0161 newsletter otev\u00edraj\u00ed, je\u0161t\u011b neznamen\u00e1, \u017ee nem\u016f\u017ee fungovat l\u00edp. I&nbsp;z&nbsp;toho d\u016fvodu se sna\u017e\u00edme s&nbsp;newslettery kontinu\u00e1ln\u011b pracovat a&nbsp;neust\u00e1le testujeme jejich obsah i&nbsp;nastaven\u00ed. A&nbsp;vy na to m\u016f\u017eete j\u00edt \u00fapln\u011b stejn\u011b.<\/span> <span style=\"font-weight: 400;\">Sta\u010d\u00ed ud\u011blat i&nbsp;takovou drobnost jako otestovat r\u016fzn\u00e9 varianty p\u0159edm\u011btu. Test dvou verz\u00ed po\u0161lete na men\u0161\u00ed vzorek publika a&nbsp;variantu s&nbsp;p\u0159edm\u011btem, kter\u00fd nasb\u00edr\u00e1 v\u00edce otev\u0159en\u00ed, pak roze\u0161lete zbytku kontakt\u016f z&nbsp;datab\u00e1ze. <\/span><b>Do budoucna tak budete m\u00edt jasno, na co va\u0161i odb\u011bratel\u00e9 reaguj\u00ed v\u00edc.<\/b><\/p>\r\n\r\n<p class=\"has-text-color has-background has-very-light-gray-color has-vivid-purple-background-color box\">A pokud se toho neboj\u00edte stejn\u011b jako my, m\u016f\u017eete hranice newsletteru \u00fapln\u011b rozbourat a&nbsp;ud\u011blat z&nbsp;n\u011bj t\u0159eba\u2026 podcast. \u017de to zn\u00ed \u0161\u00edlen\u011b? <span style=\"text-decoration: underline;\"><a href=\"https:\/\/magazin.lmc.eu\/podcasty\/hrnek\" target=\"_blank\" rel=\"noopener\">Po\u010dkejte, a\u017e ho usly\u0161\u00edte<\/a><\/span>.<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Sly\u0161\u00edte to? Pr\u00e1v\u011b spadl dal\u0161\u00ed neboh\u00fd newsletter do ko\u0161e. V&nbsp;dob\u011b, kdy se na lidi val\u00ed maily co minutu, je u\u017e toti\u017e naprost\u00fdm zvykem, \u017ee je ma\u017eou, ani\u017e by je otev\u0159eli. D\u00e1 se to zm\u011bnit? Sp\u00ed\u0161 ne. Ale m\u016f\u017eete aspo\u0148 zv\u00fd\u0161it \u0161anci, \u017ee v\u00e1\u0161 newsletter mezi t\u011bmi \u0161patn\u00fdmi vynikne. A&nbsp;p\u0159e\u017eije. Nechceme se chv\u00e1stat (mo\u017en\u00e1 trochu jo), [&hellip;]<\/p>\n","protected":false},"featured_media":2025,"menu_order":0,"template":"","serial":[],"class_list":["post-2022","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 pravidla pro psan\u00ed newsletteru | BOOMERANG COMMUNICATION<\/title>\n<meta name=\"description\" content=\"Z\u00e1kazn\u00edci newslettery \u010dasto ma\u017eou, ani\u017e by je v\u016fbec otev\u0159eli. Co s t\u00edm? M\u016f\u017eete zv\u00fd\u0161it \u0161anci, \u017ee ten v\u00e1\u0161 mezi t\u011bmi ostatn\u00edmi vynikne.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/boomerang.agency\/en\/blog\/3-pravidla-pro-psani-newsletteru-ktery-lidi-bavi-a-vyhrava-ceny\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 pravidla pro psan\u00ed newsletteru, kter\u00fd lidi bav\u00ed (a vyhr\u00e1v\u00e1 ceny)\" \/>\n<meta property=\"og:description\" content=\"Z\u00e1kazn\u00edci newslettery \u010dasto ma\u017eou, ani\u017e by je v\u016fbec otev\u0159eli. Co s t\u00edm? 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