{"id":14,"date":"2016-09-29T12:38:14","date_gmt":"2016-09-29T11:38:14","guid":{"rendered":"https:\/\/www.tomatom.cz\/blog\/?p=14"},"modified":"2018-09-08T15:02:08","modified_gmt":"2018-09-08T14:02:08","slug":"nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu","status":"publish","type":"post","link":"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu","title":{"rendered":"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f"},"content":{"rendered":"

Velmi \u010dasto s klienty \u0159e\u0161\u00edme jak\u00fdm stylem nejl\u00e9pe pos\u00edlat hromadn\u00e9 e-maily (newslettery). Bohu\u017eel to mnohdy p\u0159ijde po n\u011bjak\u00e9m probl\u00e9mu a v\u00fdchoz\u00ed situace pro rozes\u00edlky je m\u00edrn\u011b zhor\u0161en\u00e1.<\/p>\n

<\/p>\n

Nej\u010dast\u011bj\u0161\u00edmi chybami, se kter\u00fdmi se setk\u00e1v\u00e1me, jsou:<\/p>\n

Nerozes\u00edlejte hromadn\u011b z emailov\u00e9ho klienta (Outlook, Thunderbird, atp.)<\/h3>\n

Velkou chybou, kter\u00e1 bohu\u017eel napadne mnoho lid\u00ed jako prvn\u00ed, je\u00a0rozes\u00edlka z vlastn\u00ed po\u0161tovn\u00ed schr\u00e1nky\u00a0p\u0159es Outlook, resp. jin\u00e9ho emailov\u00e9ho klienta. Maily jsou zpravidla rozes\u00edl\u00e1ny po des\u00edtk\u00e1ch \/ stovk\u00e1ch p\u0159\u00edjemc\u00edch ve skryt\u00e9 kopii.<\/p>\n

Takov\u00e9 rozes\u00edlky pat\u0159\u00ed mezi ty nejhor\u0161\u00ed mo\u017en\u00e9 a maj\u00ed\u00a0bohu\u017eel fat\u00e1ln\u00ed d\u016fsledky. V\u00fdsledkem b\u00fdv\u00e1 zablokov\u00e1n\u00ed adresy odes\u00edlatele na spamlistech, co\u017e m\u00e1 negativn\u00ed dopad na doru\u010ditelnost b\u011b\u017en\u00e9 emailov\u00e9 korespondence z t\u00e9\u017ee adresy.<\/p>\n

Pro\u010d je tato metoda chybnou? Obecn\u011b lze \u0159\u00edci, \u017ee ka\u017ed\u00fd email, kde adresa p\u0159\u00edjemce nen\u00ed shodn\u00e1 s adresou emailov\u00e9 schr\u00e1nky je podez\u0159el\u00e1. Zde je to nav\u00edc umocn\u011bno t\u00edm, \u017ee b\u00fdv\u00e1 zpravidla dosa\u017eeno limitn\u00edho po\u010dtu odeslan\u00fdch email na c\u00edlov\u00fd server z jedn\u00e9 adresy za ur\u010dit\u00e9 \u010dasov\u00e9 obdob\u00ed.<\/p>\n

Zalo\u017ete email pouze pro newslettery<\/h3>\n

Nikdy nepos\u00edlejte hromadnou korespondenci jm\u00e9nem obecn\u00e9 schr\u00e1nky, kterou pou\u017e\u00edv\u00e1te pro ka\u017edodenn\u00ed komunikaci se z\u00e1kazn\u00edky. Doc\u00edl\u00edte jedin\u00e9ho v\u00fdsledku – Va\u0161e korespondence bude padat do slo\u017eky hromadn\u00e9 po\u0161ty. Pro \u00fa\u010dely newsletteru zalo\u017ete novou emailovou schr\u00e1nku. P\u0159\u00edpadn\u011b alias. D\u016fle\u017eit\u00e9 je, aby schr\u00e1nka existovala a nevracela „mailer daemon“, pokud na zpr\u00e1vu p\u0159\u00edjemce odpov\u00ed.<\/p>\n

Nerozes\u00edlejte\u00a0jm\u00e9nem t\u0159et\u00ed osoby.<\/h3>\n

Pom\u011brn\u011b \u010dasto se setk\u00e1v\u00e1me i s p\u0159\u00edpady rozes\u00edlek jm\u00e9nem t\u0159et\u00ed osoby. Takov\u00e9 rozes\u00edlky maj\u00ed dv\u011b z\u00e1sadn\u00ed negativa. Prvn\u00edm je skute\u010dnost, \u017ee i kdyby p\u0159\u00edjemce znal odes\u00edlatele obsahov\u00e9 \u010d\u00e1sti, nemus\u00ed zn\u00e1t odes\u00edlatele emailu a zablokuje jej. Druh\u00fdm negativem je spam sk\u00f3re, kdy automatizovan\u00e9 rozes\u00edlky s odkazy pouze mimo dom\u00e9nu odes\u00edlatele z\u00edsk\u00e1vaj\u00ed m\u00edrn\u011b negativn\u00ed hodnocen\u00ed.<\/p>\n

Naposledy jsme zaznamenali snahu jednoho z\u00e1kazn\u00edka o\u010distit svou emailovou datab\u00e1zi na z\u00e1klad\u011b zablokov\u00e1n\u00ed mailchimp \u00fa\u010dtu. Datab\u00e1ze by se dala ozdravit n\u011bkolika korektn\u00edmi zp\u016fsoby, av\u0161ak oni\u00a0oslovili \u010dlov\u011bka, kter\u00fd jim historicky pom\u00e1hal s n\u011bjak\u00fdm webem, aby to vy\u0159e\u0161il. Ten sv\u00fdm jm\u00e9nem a bohu\u017eel\u00a0i z po\u0161tovn\u00edho klienta p\u0159es skryt\u00e9 kopie rozeslal emaily, kde \u017e\u00e1dal z\u00e1jemce o potvrzen\u00ed sv\u00e9ho odb\u011bru zad\u00e1n\u00edm mailu do\u00a0dynamick\u00e9ho google docs formul\u00e1\u0159e.<\/p>\n

Tento p\u0159\u00edpad nesl od za\u010d\u00e1tku v\u0161echna negativa. Odes\u00edlatelem byl \u010dlov\u011bk, kter\u00e9ho \u017e\u00e1dn\u00fd z p\u0159\u00edjemc\u016f neznal, proto mohla reagovat skute\u010dn\u011b jen hrstka respondent\u016f. Na ty pak nemusel p\u016fsobit Google dokument pro manu\u00e1ln\u00ed opt-in p\u0159\u00edli\u0161 d\u016fv\u011bryhodn\u011b. N\u011bkolik lid\u00ed email bezesporu ozna\u010dilo jako spam, na co\u017e n\u00e1sledn\u011b p\u0159i druh\u00e9 rozes\u00edlce reagovali i roboti a email d\u00edky skryt\u00fdm kopi\u00edm\u00a0a\u00a0ciz\u00edm extern\u00edm odkaz\u016fm kon\u010dil ve spamu automaticky.<\/p>\n

Dr\u017ete datab\u00e1zi p\u0159\u00edjemc\u016f v kondici<\/h3>\n

U\u00a0eshop\u016f velmi \u010dast\u00e1 situlace. Na za\u010d\u00e1tku si p\u0159e\u010dtete pou\u010dky, co byste m\u011bli d\u011blat. Emailing p\u0159esko\u010d\u00edte, proto\u017ee ho\u00a0nem\u00e1te komu pos\u00edlat. Pak d\u011bl\u00e1te jin\u00e9 aktivity, eshop se rozjede a na emaily zapomenete. Po \u010dase si vzpomenete, \u017ee byste mohli pracovat s ji\u017e z\u00edskan\u00fdmi z\u00e1kazn\u00edky, ale datab\u00e1ze m\u016f\u017ee b\u00fdt i n\u011bkolik let star\u00e1.<\/p>\n

Jednou tedy prvn\u00ed rozes\u00edlka mus\u00ed p\u0159ij\u00edt. Se star\u0161\u00ed datab\u00e1z\u00ed je t\u0159eba pracovat s velkou opatrnost\u00ed a zvolit vhodnou strategii rozesl\u00e1n\u00ed tak, aby nedo\u0161lo k zablokov\u00e1n\u00ed odes\u00edlatele na spamlistech, pop\u0159. \u00fa\u010dtu u slu\u017eby rozes\u00edlaj\u00edc\u00ed newslettery (mailchimp, atp.). Ka\u017edou datab\u00e1zi je t\u0159eba dr\u017eet zdravou, tzn. odeb\u00edrat odb\u011bratele, kte\u0159\u00ed si nep\u0159ej\u00ed rozes\u00edlku a\u0165 ji\u017e ru\u010dn\u00edm odhl\u00e1\u0161en\u00edm \u010di ozna\u010den\u00edm jako spam (pokud m\u00e1te zp\u011btnou vazbu od rozes\u00edlac\u00edho\u00a0serveru). Stejn\u011b tak odeb\u00edrat neaktivn\u00ed schr\u00e1nky \u010di kontakty, kter\u00e9 va\u0161e emaily dlouhodob\u011b ne\u010dtou.<\/p>\n

Ov\u011b\u0159ujte identity (SPF,\u00a0DKIM)<\/h3>\n

Podepisujte nejen automatizovan\u00e9 zpr\u00e1vy pomoc\u00ed DKIM a m\u011bjte u dom\u00e9ny spr\u00e1vn\u011b nastaven\u00e9\u00a0SPF z\u00e1znamy v DNS.<\/p>\n

SPF z\u00e1znamy v\u00e1m mohou p\u0159in\u00e9st kladn\u00e9 body u antispam filtr\u016f, pokud dan\u00fd p\u0159\u00edchoz\u00ed server podporuje SPF.<\/p>\n

DKIM proti tomu zabra\u0148uje fal\u0161ov\u00e1n\u00ed adresy odes\u00edlatele a umo\u017e\u0148uje p\u0159\u00edchoz\u00edmu serveru ov\u011b\u0159it, \u017ee jste odes\u00edlatelem zpr\u00e1vy skute\u010dn\u011b vy, resp. v\u00e1mi definovan\u00fd zdroj\u00a0jako d\u016fv\u011bryhodn\u00fd.<\/p>\n

DKIM m\u016f\u017ee do zna\u010dn\u00e9 m\u00edry zamezit i ciz\u00edmu zablokov\u00e1n\u00ed va\u0161\u00ed adresy. Pokud by n\u011bkdo (zpravidla spambot) pos\u00edlal maily va\u0161im jm\u00e9nem (emailem), m\u016f\u017ee se va\u0161e adresa dostat nev\u011bdomky na blacklist. V p\u0159\u00edpad\u011b existence DKIM by dan\u00fd server nem\u011bl penalizovat adresu odes\u00edlatele, ale m\u011bl by ji zahodit jako fale\u0161nou bez penalizace, pop\u0159. s penalizac\u00ed odchoz\u00edho SMTP.<\/p>\n","protected":false},"excerpt":{"rendered":"

Velmi \u010dasto s klienty \u0159e\u0161\u00edme jak\u00fdm stylem nejl\u00e9pe pos\u00edlat hromadn\u00e9 e-maily (newslettery). Bohu\u017eel to mnohdy p\u0159ijde po n\u011bjak\u00e9m probl\u00e9mu a v\u00fdchoz\u00ed situace pro rozes\u00edlky je m\u00edrn\u011b zhor\u0161en\u00e1.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[12],"tags":[14,16,15],"yoast_head":"\nJak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f - Blog Tom Atom<\/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.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f - Blog Tom Atom\" \/>\n<meta property=\"og:description\" content=\"Velmi \u010dasto s klienty \u0159e\u0161\u00edme jak\u00fdm stylem nejl\u00e9pe pos\u00edlat hromadn\u00e9 e-maily (newslettery). Bohu\u017eel to mnohdy p\u0159ijde po n\u011bjak\u00e9m probl\u00e9mu a v\u00fdchoz\u00ed situace pro rozes\u00edlky je m\u00edrn\u011b zhor\u0161en\u00e1.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu\" \/>\n<meta property=\"og:site_name\" content=\"Blog Tom Atom\" \/>\n<meta property=\"article:published_time\" content=\"2016-09-29T11:38:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-09-08T14:02:08+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tom\u00e1\u0161 Libich\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.tomatom.cz\/blog\/#website\",\"url\":\"https:\/\/www.tomatom.cz\/blog\/\",\"name\":\"Blog Tom Atom\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.tomatom.cz\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"cs\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu#webpage\",\"url\":\"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu\",\"name\":\"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f - Blog Tom Atom\",\"isPartOf\":{\"@id\":\"https:\/\/www.tomatom.cz\/blog\/#website\"},\"datePublished\":\"2016-09-29T11:38:14+00:00\",\"dateModified\":\"2018-09-08T14:02:08+00:00\",\"author\":{\"@id\":\"https:\/\/www.tomatom.cz\/blog\/#\/schema\/person\/9d5cd43012ca3661a8717a21e6c2e64c\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Dom\u016f\",\"item\":\"https:\/\/www.tomatom.cz\/blog\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.tomatom.cz\/blog\/#\/schema\/person\/9d5cd43012ca3661a8717a21e6c2e64c\",\"name\":\"Tom\u00e1\u0161 Libich\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.tomatom.cz\/blog\/#personlogo\",\"inLanguage\":\"cs\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/84c7b7dcf14f9b5b846d7e10dbd682b0?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/84c7b7dcf14f9b5b846d7e10dbd682b0?s=96&d=mm&r=g\",\"caption\":\"Tom\u00e1\u0161 Libich\"},\"url\":\"https:\/\/www.tomatom.cz\/blog\/author\/tomas-libich\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f - Blog Tom Atom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu","og_locale":"cs_CZ","og_type":"article","og_title":"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f - Blog Tom Atom","og_description":"Velmi \u010dasto s klienty \u0159e\u0161\u00edme jak\u00fdm stylem nejl\u00e9pe pos\u00edlat hromadn\u00e9 e-maily (newslettery). Bohu\u017eel to mnohdy p\u0159ijde po n\u011bjak\u00e9m probl\u00e9mu a v\u00fdchoz\u00ed situace pro rozes\u00edlky je m\u00edrn\u011b zhor\u0161en\u00e1.","og_url":"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu","og_site_name":"Blog Tom Atom","article_published_time":"2016-09-29T11:38:14+00:00","article_modified_time":"2018-09-08T14:02:08+00:00","twitter_card":"summary","twitter_misc":{"Napsal(a)":"Tom\u00e1\u0161 Libich","Odhadovan\u00e1 doba \u010dten\u00ed":"5 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/www.tomatom.cz\/blog\/#website","url":"https:\/\/www.tomatom.cz\/blog\/","name":"Blog Tom Atom","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.tomatom.cz\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"cs"},{"@type":"WebPage","@id":"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu#webpage","url":"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu","name":"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f - Blog Tom Atom","isPartOf":{"@id":"https:\/\/www.tomatom.cz\/blog\/#website"},"datePublished":"2016-09-29T11:38:14+00:00","dateModified":"2018-09-08T14:02:08+00:00","author":{"@id":"https:\/\/www.tomatom.cz\/blog\/#\/schema\/person\/9d5cd43012ca3661a8717a21e6c2e64c"},"breadcrumb":{"@id":"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.tomatom.cz\/blog\/nejcastejsi-chyby-pri-hromadnem-rozesilani-emailu#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Dom\u016f","item":"https:\/\/www.tomatom.cz\/blog"},{"@type":"ListItem","position":2,"name":"Jak spr\u00e1vn\u011b na hromadn\u00e9 rozes\u00edl\u00e1n\u00ed email\u016f"}]},{"@type":"Person","@id":"https:\/\/www.tomatom.cz\/blog\/#\/schema\/person\/9d5cd43012ca3661a8717a21e6c2e64c","name":"Tom\u00e1\u0161 Libich","image":{"@type":"ImageObject","@id":"https:\/\/www.tomatom.cz\/blog\/#personlogo","inLanguage":"cs","url":"https:\/\/secure.gravatar.com\/avatar\/84c7b7dcf14f9b5b846d7e10dbd682b0?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/84c7b7dcf14f9b5b846d7e10dbd682b0?s=96&d=mm&r=g","caption":"Tom\u00e1\u0161 Libich"},"url":"https:\/\/www.tomatom.cz\/blog\/author\/tomas-libich"}]}},"_links":{"self":[{"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/posts\/14"}],"collection":[{"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/comments?post=14"}],"version-history":[{"count":11,"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/posts\/14\/revisions"}],"predecessor-version":[{"id":73,"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/posts\/14\/revisions\/73"}],"wp:attachment":[{"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/media?parent=14"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/categories?post=14"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tomatom.cz\/blog\/wp-json\/wp\/v2\/tags?post=14"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}