[{"data":1,"prerenderedAt":446},["ShallowReactive",2],{"all-studies-home":3,"all-projects-home":119,"latest-articles":120,"home-all-services":317},[4,75],{"id":5,"title":6,"approach":7,"body":8,"categories":36,"challenge":7,"client":40,"cover":41,"description":42,"draft":43,"extension":44,"externalLink":45,"featured":46,"gallery":47,"meta":48,"metrics":49,"navigation":46,"ogImage":50,"order":51,"path":52,"responsibilities":53,"results":7,"seo":60,"seoDescription":61,"seoTitle":62,"services":63,"stem":66,"summary":67,"tools":68,"year":73,"__hash__":74},"caseStudies\u002Fcase-studies\u002Fnatural-protein.md","Natural Protein — Email Marketing System","",{"type":9,"value":10,"toc":32},"minimark",[11,16,20,23,26],[12,13,15],"h2",{"id":14},"the-engagement","The engagement",[17,18,19],"p",{},"Natural Protein is one of the Czech Republic's leading sports nutrition brands, operating across Czech, Slovak and Hungarian markets.",[17,21,22],{},"I joined in May 2025 as the person responsible for the email channel — campaigns, lifecycle automations, copywriting in three languages, email design and HTML implementation in Klaviyo. The engagement is ongoing.",[17,24,25],{},"Every email that reaches a subscriber is my work from concept to send.",[17,27,28],{},[29,30,31],"em",{},"Performance metrics are confidential.",{"title":7,"searchDepth":33,"depth":33,"links":34},2,[35],{"id":14,"depth":33,"text":15},[37,38,39],"Email marketing","Copywriting","Design","Natural Protein","\u002Fimages\u002Fnaturalprotein-logo.png","Running the full email channel across three Central European markets.",false,"md","https:\u002F\u002Fwww.naturalprotein.cz",true,[],{},[],null,1,"\u002Fcase-studies\u002Fnatural-protein",[54,55,56,57,58,59],"Campaign planning and execution across Czech, Slovak and Hungarian markets","Copywriting in three languages — original copy, not translated","Email design in Figma","HTML\u002FCSS implementation","Segmentation and list management","Lifecycle email automations",{"title":6,"description":42},"Running the full email channel for Natural Protein across three Central European markets.","Natural Protein Email Marketing — Vít Sláma",[64,65,38],"Email marketing systems","Conversion focused design","case-studies\u002Fnatural-protein","Responsible for the full email channel at Natural Protein — campaigns, automations, copy, design and implementation across Czech, Slovak and Hungarian markets.",[69,70,71,72],"Klaviyo","Figma","HTML\u002FCSS","Photoshop",2025,"CmTDFVmEeaCKLtE4bpckYalA5nSS8JKEm6Qg1HHJbn0",{"id":76,"title":77,"approach":7,"body":78,"categories":97,"challenge":7,"client":98,"cover":99,"description":100,"draft":43,"extension":44,"externalLink":7,"featured":46,"gallery":101,"meta":102,"metrics":103,"navigation":46,"ogImage":50,"order":33,"path":104,"responsibilities":105,"results":7,"seo":110,"seoDescription":111,"seoTitle":112,"services":113,"stem":114,"summary":115,"tools":116,"year":73,"__hash__":118},"caseStudies\u002Fcase-studies\u002Fmamechut-organic.md","MámeChuť Organic — Email System Setup",{"type":9,"value":79,"toc":94},[80,84,87,90],[12,81,83],{"id":82},"the-project","The project",[17,85,86],{},"MámeChuť Organic is a Czech organic food brand. This was a one-time system build — no prior email infrastructure in place.",[17,88,89],{},"I designed and implemented lifecycle automation flows, built reusable campaign and automation templates in Ecomail, and set up the full list and segment architecture. The system was built to run independently after handover.",[17,91,92],{},[29,93,31],{},{"title":7,"searchDepth":33,"depth":33,"links":95},[96],{"id":82,"depth":33,"text":83},[37,39],"MámeChuť Organic","\u002Fimages\u002Fmamechut-logo.png","A complete email marketing system built from scratch and handed over.",[],{},[],"\u002Fcase-studies\u002Fmamechut-organic",[106,107,108,109],"Automation flow design and implementation","Reusable campaign and automation templates","List and segment architecture","Handover documentation and walkthrough",{"title":77,"description":100},"Building a complete email marketing system for MámeChuť Organic in Ecomail.","MámeChuť Organic Email System — Vít Sláma",[64,65],"case-studies\u002Fmamechut-organic","One-time project. I built a complete email marketing foundation in Ecomail — automation flows, reusable templates and full list architecture — and handed it over for the client to run independently.",[117,70,71],"Ecomail","1ZhTceCTatyLbtH4Jv8_Ws_HdS64f9ZlBr6XEee6LNs",[],[121,187,256],{"id":122,"title":123,"body":124,"category":37,"cover":7,"description":173,"draft":43,"extension":44,"meta":174,"navigation":46,"ogImage":50,"path":175,"publishedAt":176,"readingTime":177,"seo":178,"seoDescription":179,"seoTitle":180,"stem":181,"tags":182,"updatedAt":50,"__hash__":186},"articles\u002Farticles\u002Fabandoned-cart-emails.md","Why Most Abandoned Cart Emails Underperform",{"type":9,"value":125,"toc":169},[126,129,132,135,139,142,145,148,151,155,158,161,164],[17,127,128],{},"The most common abandoned cart setup I encounter looks like this: three emails, a discount in the third one, the same sequence for every customer.",[17,130,131],{},"This is not a strategy. It is a default that someone configured years ago and nobody has touched since.",[17,133,134],{},"The problem is not the timing. The problem is that every customer receives the same sequence regardless of who they are, what they abandoned, how much it is worth, or how close they are to qualifying for free shipping.",[12,136,138],{"id":137},"how-i-approach-it","How I approach it",[17,140,141],{},"My first few emails are reminders, not selling. No discount, no manufactured urgency. Most people who will convert from the first email do not need to be talked into it — they need the reminder.",[17,143,144],{},"The third email I send is in plain text — no images, no branded template. Just a short message that looks more like a personal note than a marketing send. The format shift alone tends to get attention.",[17,146,147],{},"After those emails, I stop sending the same message to everyone and start segmenting by basket value. Someone who abandoned a high-value order deserves a different conversation from someone who left with one item. The free shipping threshold is worth checking here too — sometimes the right move is suggesting an additional product rather than offering a discount.",[17,149,150],{},"Discounts come last, not first. A customer who is close to converting does not need a margin-eroding offer to get there. I wait until someone has been genuinely inactive for an extended period before introducing stronger incentives. Before that point, discounting is a margin cost in exchange for revenue you would likely have recovered anyway.",[12,152,154],{"id":153},"the-part-most-stores-skip","The part most stores skip",[17,156,157],{},"Segmentation. Most abandoned cart sequences treat every visitor identically because conditional logic takes effort to set up. The result is copy that is wrong for everyone.",[17,159,160],{},"The customer who left a €150 basket and the customer who left a single €20 product are not the same person. The message, the format and the offer should reflect that.",[162,163],"hr",{},[17,165,166],{},[29,167,168],{},"Vít Sláma works with ecommerce brands on email marketing, frontend development and automation. Based in the Czech Republic.",{"title":7,"searchDepth":33,"depth":33,"links":170},[171,172],{"id":137,"depth":33,"text":138},{"id":153,"depth":33,"text":154},"The problem is not the discount. The problem is treating every customer the same.",{},"\u002Farticles\u002Fabandoned-cart-emails","2025-06-20",4,{"title":123,"description":173},"The biggest mistake in abandoned cart email is not the discount strategy. It is treating every customer identically.","Why Most Abandoned Cart Emails Underperform — Vít Sláma","articles\u002Fabandoned-cart-emails",[183,184,185],"Abandoned cart","Email automation","Ecommerce","Jy3t0pu9RnIlOi_5TKy1eMB7uyXMkNKJbUfGK7NmGlk",{"id":188,"title":189,"body":190,"category":245,"cover":7,"description":194,"draft":43,"extension":44,"meta":246,"navigation":46,"ogImage":50,"path":247,"publishedAt":248,"readingTime":177,"seo":249,"seoDescription":250,"seoTitle":251,"stem":252,"tags":253,"updatedAt":50,"__hash__":255},"articles\u002Farticles\u002Fecommerce-discounts.md","What Ecommerce Brands Misunderstand About Discounts",{"type":9,"value":191,"toc":240},[192,195,198,201,205,208,211,214,218,221,224,228,231,234,236],[17,193,194],{},"Discounts work. That is exactly the problem.",[17,196,197],{},"When you run a promotion, sales go up. The numbers look good. So you run another one. At some point, discounts are embedded in your calendar and you cannot stop — because the moment you do, revenue drops.",[17,199,200],{},"That is not growth. That is dependency.",[12,202,204],{"id":203},"the-costs-nobody-calculates","The costs nobody calculates",[17,206,207],{},"The margin hit is obvious. A 20% discount on a 40% margin product removes 50% of the profit on that sale, not 20% of revenue.",[17,209,210],{},"The less visible cost is customer expectation. Every discount you send teaches your audience that patience is rewarded. They wait for the sale. They open your emails to catch the next deal, not because they care about the brand. Over time, your list becomes a deal-hunting audience.",[17,212,213],{},"The third cost is to perceived value. Frequent discounting signals that the full price is wrong. The more often you discount, the less credible the full price becomes.",[12,215,217],{"id":216},"what-discounts-are-actually-for","What discounts are actually for",[17,219,220],{},"Used well, discounts are a targeted conversion tool — not a default.",[17,222,223],{},"They make sense when re-engaging customers who have genuinely lapsed and would not return otherwise. They make sense when clearing inventory. They make sense as an earned reward for loyalty. They do not make sense as the closing argument in every campaign.",[12,225,227],{"id":226},"the-alternative","The alternative",[17,229,230],{},"The alternative to discounting is making the value case more clearly. A well-constructed email sequence can address objections, demonstrate results and surface social proof — without touching the price. This is harder than adding a discount code. It is also what builds a customer base that buys at full price.",[17,232,233],{},"If your conversion rate only moves meaningfully during promotions, your marketing is not doing its job between sales. That is the actual problem to fix.",[162,235],{},[17,237,238],{},[29,239,168],{},{"title":7,"searchDepth":33,"depth":33,"links":241},[242,243,244],{"id":203,"depth":33,"text":204},{"id":216,"depth":33,"text":217},{"id":226,"depth":33,"text":227},"Ecommerce strategy",{},"\u002Farticles\u002Fecommerce-discounts","2024-08-02",{"title":189,"description":194},"Why discounts are not a growth strategy, and how to use them as the targeted tool they are.","What Ecommerce Brands Misunderstand About Discounts — Vít Sláma","articles\u002Fecommerce-discounts",[254,37,245],"Discounts","KA_dhA0hPPfoweDBbVSlwVBqUHDXAQ_HTd56PCUSyO0",{"id":257,"title":258,"body":259,"category":37,"cover":7,"description":305,"draft":43,"extension":44,"meta":306,"navigation":46,"ogImage":50,"path":307,"publishedAt":308,"readingTime":177,"seo":309,"seoDescription":310,"seoTitle":311,"stem":312,"tags":313,"updatedAt":50,"__hash__":316},"articles\u002Farticles\u002Freplenishment-flows.md","How I Approach Replenishment Flows",{"type":9,"value":260,"toc":300},[261,264,268,271,274,277,281,284,287,291,294,296],[17,262,263],{},"The replenishment flow is one of the most underrated automations in ecommerce. When it works, it is remarkably reliable. When it fails, the reason is almost always the same: someone set a fixed delay once and never thought about it again.",[12,265,267],{"id":266},"the-timing-problem","The timing problem",[17,269,270],{},"Most replenishment setups use a flat delay — thirty days after purchase, send the email. This works as a starting point and produces mediocre results forever.",[17,272,273],{},"The issue is that products run out at different rates for different customers. A 30-serving tub runs out faster for someone who trains daily than for someone who trains twice a week. Different pack sizes have different windows. A customer who bought two units should not receive the same timing as someone who bought one. Treating them identically is the default, not the correct approach.",[17,275,276],{},"When I build this flow, I build timing logic into it rather than a flat delay. The specific mechanics depend on the products and the platform. The principle is the same: timing should reflect how that customer is likely using that product.",[12,278,280],{"id":279},"the-discount-question","The discount question",[17,282,283],{},"I do not put a discount in the first replenishment email. A customer who is about to run out of a product they use regularly does not need one — they need a well-timed reminder. The discount, if I use one, goes in a follow-up to the segment that did not respond to the first email.",[17,285,286],{},"This is a small decision that has a meaningful impact on margin over time.",[12,288,290],{"id":289},"the-step-most-stores-skip","The step most stores skip",[17,292,293],{},"Identifying which products are actually eligible. Replenishment only works for consumables with a predictable usage cycle — supplements, skincare, food, cleaning products. Getting that list right before building the flow is more valuable than optimising the email copy.",[162,295],{},[17,297,298],{},[29,299,168],{},{"title":7,"searchDepth":33,"depth":33,"links":301},[302,303,304],{"id":266,"depth":33,"text":267},{"id":279,"depth":33,"text":280},{"id":289,"depth":33,"text":290},"The most reliably profitable automation in ecommerce email is also the most frequently set up wrong.",{},"\u002Farticles\u002Freplenishment-flows","2024-07-10",{"title":258,"description":305},"Why most replenishment flows underperform and how I approach building them.","How I Approach Replenishment Flows — Vít Sláma","articles\u002Freplenishment-flows",[314,184,315],"Replenishment","Retention","WHyY8gvY0RQk3PMk-7qrC0AsHqWjObJX8D-qWfsANG0",[318,350,384,415],{"id":319,"title":320,"body":321,"deliverables":331,"description":325,"draft":43,"extension":44,"featured":46,"icon":338,"meta":339,"navigation":46,"order":51,"outcomes":340,"path":344,"seo":345,"shortDescription":346,"slug":347,"stem":348,"__hash__":349},"services\u002Fservices\u002Femail-marketing.md","Email Marketing Systems",{"type":9,"value":322,"toc":329},[323,326],[17,324,325],{},"Email is the highest-ROI channel in ecommerce when it is built properly.",[17,327,328],{},"I build and run email marketing systems for ecommerce brands — strategy, flows, campaigns, copy, design and implementation. One person owns the full channel. Most engagements start with an audit, then move into a build or ongoing retainer depending on scope.",{"title":7,"searchDepth":33,"depth":33,"links":330},[],[332,333,334,335,336,58,337],"Email marketing audit — current state, gaps and priorities","Flow architecture and implementation","Campaign planning and execution","Copywriting for campaigns and automations","Email design and HTML implementation","Ongoing optimisation","mail",{},[341,342,343],"An automated email system that generates revenue without constant manual work","A campaign programme that builds retention, not just discount dependency","Improved list health and deliverability","\u002Fservices\u002Femail-marketing",{"title":320,"description":325},"Strategy, flows, campaigns, copy, design and implementation — the full channel in one engagement.","email-marketing","services\u002Femail-marketing","2ce0_j35RXPoYc3wWyU0s_pU-j6-4v1dB51YbuRGGqE",{"id":351,"title":352,"body":353,"deliverables":363,"description":357,"draft":43,"extension":44,"featured":46,"icon":371,"meta":372,"navigation":46,"order":33,"outcomes":373,"path":378,"seo":379,"shortDescription":380,"slug":381,"stem":382,"__hash__":383},"services\u002Fservices\u002Ffrontend-development.md","Ecommerce Websites",{"type":9,"value":354,"toc":361},[355,358],[17,356,357],{},"A website is your most important sales asset. The goal is not a website that looks good. It is a website that works.",[17,359,360],{},"I build ecommerce websites from strategy through to launch — information architecture, UI\u002FUX design in Figma, and custom development in Nuxt.js and Vue.js. Every decision is made with commercial intent: load speed, conversion flow and the technical foundation that makes future growth easier.",{"title":7,"searchDepth":33,"depth":33,"links":362},[],[364,365,366,367,368,369,370],"Website strategy — architecture, user journey and information hierarchy","UI\u002FUX design in Figma — mobile-first","Custom Nuxt.js \u002F Vue.js development","Performance optimisation — Core Web Vitals, load speed","Technical SEO foundation — semantic HTML, metadata, structured content","Analytics and event tracking setup","Third-party integration — email platforms, payments, analytics","monitor",{},[374,375,376,377],"A website that converts traffic into customers","Pages technically prepared for search from day one","A codebase that is fast, clean and easy to extend","One person responsible for design and development — no handoffs","\u002Fservices\u002Ffrontend-development",{"title":352,"description":357},"Websites built to grow your business — strategy, design, development and the technical foundation to scale.","ecommerce-websites","services\u002Ffrontend-development","JMchLcZ4TpsTekojMBptU2ifK9UQf7ASZUGfDrfPSbs",{"id":385,"title":386,"body":387,"deliverables":397,"description":391,"draft":43,"extension":44,"featured":46,"icon":402,"meta":403,"navigation":46,"order":404,"outcomes":405,"path":409,"seo":410,"shortDescription":411,"slug":412,"stem":413,"__hash__":414},"services\u002Fservices\u002Flanding-pages.md","Conversion Focused Landing Pages",{"type":9,"value":388,"toc":395},[389,392],[17,390,391],{},"A landing page is a decision environment, not a brochure. Every element either supports or undermines the decision to buy.",[17,393,394],{},"I design and build conversion-focused landing pages — strategy, copy, design and development in one scope. The starting point can be a new build or an improvement to something that is underperforming.",{"title":7,"searchDepth":33,"depth":33,"links":396},[],[398,399,400,401,369],"Page strategy — structure, hierarchy and persuasion architecture","Copywriting — original page copy structured for conversion","UI design in Figma — mobile-first","Frontend development — Nuxt\u002FVue or static HTML","layout",{},3,[406,407,408],"Higher conversion from paid and organic traffic","Pages that communicate value without relying on price","A design that reflects the brand's actual quality","\u002Fservices\u002Flanding-pages",{"title":386,"description":391},"Pages designed around clarity, persuasion and a single measurable action.","landing-pages","services\u002Flanding-pages","2QPysBvQuTK5FbevxtJBujoM5-fk8YTvq-5HctoeS00",{"id":416,"title":417,"body":418,"deliverables":428,"description":422,"draft":43,"extension":44,"featured":43,"icon":434,"meta":435,"navigation":46,"order":177,"outcomes":436,"path":440,"seo":441,"shortDescription":442,"slug":443,"stem":444,"__hash__":445},"services\u002Fservices\u002Fconversion-audit.md","Conversion Audits",{"type":9,"value":419,"toc":426},[420,423],[17,421,422],{},"The fastest way to understand where revenue is being lost before spending more on traffic.",[17,424,425],{},"I review your website, email programme and landing pages and produce a written report with prioritised recommendations and a video walkthrough. Works as a standalone engagement or the first step before a larger project.",{"title":7,"searchDepth":33,"depth":33,"links":427},[],[429,430,431,432,433],"Email programme review — flows, campaigns, list health, deliverability","Landing page audit — hierarchy, copy, trust signals, CTA","Conversion funnel analysis — drop-off points and friction","Written report with prioritised recommendations","Video walkthrough of findings","search",{},[437,438,439],"A clear action plan ordered by likely impact","Understanding of what is actually causing conversion problems","An outside perspective on your most important customer touchpoints","\u002Fservices\u002Fconversion-audit",{"title":417,"description":422},"A structured review of your website, email programme and landing pages — with clear priorities.","conversion-audit","services\u002Fconversion-audit","R7VQIQxJBBLhgpeI09fmZc1LwvqpiqAuUfye9AaMAL4",1786288248007]