Method and device for determining sending frequency of periodic marketing mails

A technology of sending frequency and marketing rate, applied in the field of communication, can solve problems such as huge system resources and lack of solutions, and achieve the effect of simple processing

A technology of sending frequency and marketing rate, applied in the field of communication, can solve problems such as huge system resources and lack of solutions, and achieve the effect of simple processing

CN103578014AInactive Publication Date: 2014-02-12ALIBABA GRP HLDG LTD
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  • Method and device for determining sending frequency of periodic marketing mails
  • Method and device for determining sending frequency of periodic marketing mails
  • Method and device for determining sending frequency of periodic marketing mails

Examples

Experimental program
Comparison scheme
Effect test

example 1

[0128] Policy example 1. Limit user experience parameters.

[0129] The marketing email sender believes that the user experience will not affect the corporate image until the user experience drops to 50%, and the marketing effect should be maximized on this basis. Therefore, the vertical axis value of curve 1 is 50% and the corresponding horizontal axis value, It is determined as the sending frequency of the marketing email. Of course, the corresponding horizontal axis value may not be an integer at this time. Then, for the convenience of practical operation, the largest integer smaller than the horizontal axis value can be selected as the sending frequency (in order to meet the user experience requirements. 50% or more required), at image 3 In the graphical curve shown, the sending frequency determined according to the above rule is 4 times / week.

example 2

[0130] Strategy example 2: Limit marketing effect parameters.

[0131] The sender of the marketing email needs to achieve a marketing effect of more than 80%, and does not mind sacrificing the corporate image. Therefore, the horizontal axis value corresponding to the vertical axis value of curve 2 at 80% is directly determined as the marketing email Of course, the corresponding horizontal axis value may not be an integer at this time, then, for the convenience of practical operation, the smallest integer greater than the horizontal axis value can be selected as the transmission frequency (in order to meet the marketing effect of more than 80% ),exist image 3 In the graphical curve shown, the sending frequency determined according to the above rule is 4 times / week.

example 3

[0132] Strategy Example 3: Comprehensively consider user experience parameters and marketing effect parameters.

[0133] The sender of the marketing email sets the user experience parameter and the marketing effect parameter to reach a ratio of 1:1. Therefore, the horizontal axis value corresponding to the intersection point of curve 1 and curve 2 is directly determined as the sending frequency of the marketing email. Of course, it is possible to When the corresponding horizontal axis value is not an integer, then, for the convenience of practical operation, the integer closest to the horizontal axis value can be selected as the sending frequency (in order to meet the requirement of a 1:1 ratio between the user experience parameter and the marketing effect parameter ),exist image 3 In the graphical curve shown, the sending frequency determined according to the above rule is 3 times / week.

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Abstract

The invention discloses a method and device for determining the sending frequency of periodic marketing mails. According to the technical scheme, the marketing mails are sent to terminals of two sample sets according to different sending frequencies respectively, a marketing effect parameter and a user experience parameter are determined according to corresponding statistical information, the sending frequency of the periodic marketing mails is determined according to the corresponding parameters and a preset marketing strategy, and then sending effect rule information of the marketing mails can be obtained according to quantitative sending data statistics. The specific handling process is easy, the finally determined sending frequency considers the marketing effect and user experience, the sending frequency of the marketing mails is calculated accurately, and mass data statistics or a complex handling process caused by non-directional sample data collection can be avoided.

Description

technical field [0001] The present application relates to the field of communications, and in particular to a method and device for determining the sending frequency of periodic marketing emails. Background technique [0002] E-mail marketing (Email Direct Marketing, EDM) is a network marketing method that transmits valuable information to target users through e-mail on the premise of the user's prior permission. There are three basic factors in email marketing: user permission, email delivery information, and information valuable to users. [0003] Periodic marketing emails are a special email marketing method. Marketing emails are not sent once, but periodically. According to people's work and living habits, the most common and most representative sending cycle is one week, and of course it can also be 10 days, 15 days, one month, etc. [0004] For periodic marketing emails, the sending frequency refers to the number of emails sent within a sending cycle of periodic mark...

Claims

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Application Information

Patent Timeline
12 Feb 2014
Publication
CN103578014A
IPC
G06Q30/02
Inventors
魏振宇; 吴敏烨