Direct mail generating apparatus, direct mail generating system, direct mail generating method, and program

Abstract

To provide a direct mail generation device, a direct mail generation system, a direct mail generation method and a program capable of obtaining a higher advertisement effect.SOLUTION: The device 20 includes the creator 212 that creates the two-dimension code C indicating the URL of the website W associated with the identification information, the acquirer 211 that acquires the personal data and the web behavior of the user, the generator 213 that generates the predetermined print contents, and the image former 24 that forms the direct mails by printing the predetermined print contents, and the generator 213 generates the first print contents to be printed on the first direct mails D1 on the basis of the personal data and the two-dimension code C. A second print content to be printed on a second direct-mail D1 is generated on the basis of the individual information and Web action of a first reading user who has accessed the Web site W from the first direct-mail D2.SELECTED DRAWING: Figure 4

Description

[Technical Field]

[0001] The present invention relates to a direct mail generation device, a direct mail generation system, a direct mail generation method, and a program. [Background technology]

[0002] Traditionally, various forms of marketing have been used to acquire new customers. For example, direct mail is sent as marketing targeted at specific individuals.

[0003] In particular, for example, Patent Document 1 describes a configuration in which a readable code that transitions to a website customized based on the preference patterns of the recipient user is printed on the direct mail. [Prior art documents] [Patent documents]

[0004] [Patent Document 1] Japanese Patent Publication No. 2020-071796 Summary of the Invention [Problem to be solved by the invention]

[0005] However, the invention of Patent Document 1 merely changes the advertisement content on a website. Because the original visibility of web advertisements is not high, changing the advertisement content may not achieve a high advertising effect.

[0006] The present invention has been made in view of the above circumstances, and has as its object to provide a direct mail generation device, a direct mail generation system, a direct mail generation method, and a program that can achieve a higher advertising effect. [Means for solving the problem]

[0007] In order to solve the above problem, the invention described in claim 1 is a direct mail generation device, a creating unit that creates a two-dimensional code indicating a URL of a website associated with identification information that identifies a user; an acquisition unit that acquires personal information of the user and web behavior data of the user on the website; a generating unit that generates predetermined print content, the generation unit generates first print content to be printed on a first direct mail piece based on the personal information and the two-dimensional code; A second print content to be printed on a second direct mail is generated based on the personal information and web behavior data of a first reading user who is a user who accessed the website among the first sending users who sent the first direct mail.

[0008] The invention described in claim 2 is the direct mail generation device described in claim 1, The acquisition unit acquires the web behavior data from a beacon tag provided on the website.

[0009] The invention described in claim 3 is the direct mail generation device described in claim 1 or 2, a storage unit for storing the personal information and the web behavior data of the user; a classification unit that classifies the users stored in the storage unit into predetermined segments based on the personal information, The generating unit generates the second print content based on the web behavior data of a plurality of first reading users classified into the same segment by the classifying unit.

[0010] The invention described in claim 4 is the direct mail generation device described in claim 1 or 2, The generating unit includes products of different brands in the first and second print contents.

[0011] The invention described in claim 5 is the direct mail generation device according to claim 1 or 2, a setting unit for setting a second sending user to whom the second direct mail is to be sent; The setting unit sets the second sending user based on the personal information of the first reading user.

[0012] The invention described in claim 6 is the direct mail generation device described in claim 5, The setting unit sets the second sending user based on the personal information of the first sending user and the personal information of the first reading user.

[0013] The invention described in claim 7 is the direct mail generation device described in claim 6, a storage unit for storing the personal information and the web behavior data of the user; a classification unit that classifies the users stored in the storage unit into predetermined segments based on the personal information, The setting unit sets the first sending user, who is classified by the classification unit into the same segment as the first reading user, as the second sending user.

[0014] The invention described in claim 8 is the direct mail generation device according to claim 1 or 2, The generating unit generates the second print content including the two-dimensional code.

[0015] The invention described in claim 9 is a direct mail generation system, The direct mail generation device according to claim 1 or 2; and an image forming device having an image forming unit that forms direct mail by printing predetermined print content.

[0016] The invention described in claim 10 is a direct mail generation method by a direct mail generation device, a creating step of creating a two-dimensional code indicating a URL of a website associated with identification information for identifying a user; an acquiring step of acquiring personal information of the user and web behavior data of the user on the website; a generating step of generating predetermined print content, the generating step generates first print content to be printed on a first direct mail piece based on the personal information and the two-dimensional code; A second print content to be printed on a second direct mail is generated based on the personal information and web behavior data of a first reading user who is a user who accessed the website among the first sending users who sent the first direct mail.

[0017] The invention described in claim 11 is a program, The computer of the direct mail generating device, a generating unit that generates a two-dimensional code indicating a URL of a website associated with identification information that identifies a user; an acquisition unit that acquires the user's personal information and the user's web behavior data on the website; a generating unit that generates predetermined print content; the generation unit generates first print content to be printed on a first direct mail piece based on the personal information and the two-dimensional code; A second print content to be printed on a second direct mail is generated based on the personal information and web behavior data of a first reading user who is a user who accessed the website among the first sending users who sent the first direct mail. [Effects of the Invention]

[0018] According to the present invention, a higher advertising effect can be obtained. [Brief explanation of the drawings]

[0019] [Figure 1]FIG. 1 is a block diagram of a direct mail generation system. [Figure 2] This is an example of a website. [Figure 3] 10 is an example of a template. [Figure 4] This is an example of the first direct mail. [Figure 5] This is an example of the second type of direct mail. [Figure 6] 10 is a flowchart of a first direct mail generation process. [Figure 7] 10 is a flowchart of a second direct mail generation process. DETAILED DESCRIPTION OF THE INVENTION

[0020] A direct mail generation system including a direct mail generation device according to an embodiment of the present invention will be described in detail below with reference to the drawings. However, the scope of the invention is not limited to the illustrated examples. In the following description, components having the same functions and configurations will be assigned the same reference numerals and their description will be omitted.

[0021] [Direct mail generation system] 1 is a block diagram showing the overall configuration of a direct mail generation system (system) 100. The system 100 comprises a user terminal (terminal) 10 and a direct mail generation device (device) 20. The terminal 10 and the device 20 are connected to each other via a network 30.

[0022] (network) Network 30 may include various communication networks such as telephone networks, optical fiber, mobile communication networks, communication satellite networks, CATV (Community Antenna Television) networks, and other dedicated lines, as well as the Internet connecting these networks. Network 30 may also be a collective communication network in which various communication networks are interconnected to enable communication with each other. Examples of various communication networks include LAN (Local Area Network), WAN (Wide Area Network), WiFi (Wireless Fidelity), Bluetooth (registered trademark), and NFC (Near Field Communication). The connection type may be wired, wireless, or a combination of wired and wireless.

[0023] In the following, an example will be described in which the system 100 is used by a housing exhibition management company to generate direct mail advertising model rooms of various home builders. However, the target of advertising in the direct mail may also be a service.

[0024] (user device) The terminal 10 is a terminal device carried and used by each user who receives direct mail generated by the system 100. The terminal 10 is a portable information terminal such as a smartphone or tablet terminal. The terminal 10 may be a terminal device such as a laptop computer (notebook computer, notebook, ultrabook, etc.) or a desktop PC, as long as it is separately equipped with a reading unit 14, which will be described later.

[0025] Each terminal 10 communicates data with the device 20 using a network 30 (such as a communication line of the terminal 10 or a wireless LAN). The terminal 10 includes a control unit 11, a storage unit 12, a communication unit 13, a reading unit 14, a display unit 15, and the like.

[0026] {Control Unit} The control unit 11 includes a CPU (Central Processing Unit), a ROM (Read Only Memory), and a RAM (Random Access Memory). The control unit 11 is a processor (computer) that controls the overall operation of each unit in the terminal 10. The CPU reads out programs such as apps (application programs) stored in the storage unit 12, expands them into the RAM, and executes the programs to perform various processes.

[0027] {Storage section} The storage unit 12 includes a non-volatile semiconductor memory or the like, and stores programs such as apps, various data, etc. A web browser or program capable of displaying a website W (see FIG. 2 ), which will be described later, is installed on the terminal 10, and files for the web browser or program are stored in the storage unit 12.

[0028] {Communications Department} The communication unit 13 is configured by a communication interface, etc. The communication unit 13 transmits and receives data to and from the device 20 via the network 30 using a predetermined communication protocol.

[0029] {Reading unit} The reading unit 14 includes, for example, a camera and captures an image of the two-dimensional code C (see FIGS. 4 and 5) printed on the direct mail. When the reading unit 14 is held over the two-dimensional code C, the control unit 11 reads the two-dimensional code C. The control unit 11 then acquires the URL information and transitions to the website W.

[0030] {Display section} The display unit 15 includes a display device such as a liquid crystal display, etc. The display unit 15 displays various screens under the control of the control unit 11.

[0031] (Direct mail generation device) The device 20 is provided with functions necessary for the system 100. The device 20 includes a control unit 21, a storage unit 22, a communication unit 23, and an image forming unit 24.

[0032] The device 20 is configured by, for example, an image forming device having a physical body. However, the device 20 may also be configured by, for example, a server having a control unit 21, a storage unit 22, and a communication unit 23, and an image forming device capable of communicating with the server and equipped with an image forming unit 24.

[0033] {Control Unit} The control unit 21 is composed of a CPU, a ROM, a RAM, etc. The CPU reads out various programs stored in the storage unit 22, loads them into the RAM, executes various processes in accordance with the loaded programs, and centrally controls the operation of each unit in the device 20. In particular, the control unit 21 functions as an acquisition unit 211, a creation unit 212, a generation unit 213, a classification unit 214, and a setting unit 215 by the CPU executing the programs.

[0034] <Acquisition part> The acquisition unit 211 acquires the user's personal information and web behavior data and inputs them into the storage unit 22.

[0035] Personal information, web behavior data Personal information is information about each user in the real world. Personal information includes, for example, name, address, area of ​​affiliation, age, gender, family composition, sales representative, delivery date of the first direct mail D1, and delivery date of the second direct mail D2. Web behavior data is information related to each user's behavior on website W. Web behavior data includes, for example, the date and time of visit to website W, length of stay, browsing history of each page, and number of accesses.

[0036] A specific example of website W is shown in FIG. 2. As shown in FIG. 2, website W according to this embodiment includes an introductory page for model homes from various home builders. For example, the HTML data of all web pages on website W includes a beacon tag for acquiring access data. The beacon tag is created, for example, by JavaScript (registered trademark), and transmits access data including a hash value of the URL to acquisition unit 211 in response to a user's access to each web page.

[0037] <Creation Department> The creation unit 212 creates a two-dimensional code C to be printed on the direct mail. The two-dimensional code C is, for example, a QR code (registered trademark), and displays URL information that combines the URL of a website W related to the promotional content of the direct mail with a hash value that is uniquely assigned to each user. The acquisition unit 211 can acquire, using the hash value, visit information on the website W of a first reader user who reads the two-dimensional code C and is one of the first senders who received the first direct mail D1 (see FIG. 4). This information is web behavior data.

[0038] The creation unit 212 changes the URL of the website W included in the two-dimensional code C of the first direct mail D1 depending on the personal information, and transitions to a different web page. For example, if the family structure is known in advance, the creation unit 212 creates a two-dimensional code C that displays URL information that transitions to a page introducing a model house suitable for that family structure.

[0039] Furthermore, the creation unit 212 changes the URL of the website W included in the two-dimensional code C of the second direct mail D2 (see FIG. 5) depending on analysis information (described later) acquired by the generation unit 213 based on the web behavior data, thereby transitioning to a different web page. For example, in the second direct mail D2, the creation unit 212 creates a two-dimensional code C that displays URL information transitioning to a web page introducing a specific model house on the website W, according to the user's preference pattern.

[0040] Of course, the creation unit 212 may create the two-dimensional code C for the first direct mail D1 and the second direct mail D2 based on the same URL (for example, the URL of the top page of the website W). However, with the above configuration, it is possible to provide information more suited to each user, thereby enhancing the advertising effect.

[0041] <Generation part> The generation unit 213 executes an analysis process to analyze a user's preference pattern based on the web behavior data. As the analysis process, the generation unit 213 analyzes the preference pattern by scoring web behavior data such as stay time, browsing history, and number of accesses. The generation unit 213 may execute the analysis process by using AI (Artificial Intelligence). The generation unit 213 may execute the analysis process based on the web behavior data of a single user, or may execute the analysis process based on the web behavior data of multiple first reading users classified into the same segment by the classification unit 214.

[0042] The generation unit 213 also generates print content for the direct mail. The generation unit 213 generates print content by combining, for example, a template stored in advance in the storage unit 22 with the two-dimensional code C created by the creation unit 212, predetermined information stored in the storage unit 22, and products and advertising copy that are associated in advance with personal information and preference patterns.

[0043] The generation unit 213 generates a first print content and a second print content as print content. The first print content is print content to be printed on a first direct mail D1 sent to the user for the first time, and is generated by the generation unit 213 based on personal information. The second print content is print content to be printed on a second direct mail D2 sent to the user for the second time or later, and is generated by the generation unit 213 based on personal information and web behavior data.

[0044] An example of the template is shown in Fig. 3. In the template, it is preset that the generating unit 213 should combine certain types of information with certain locations.

[0045] Fig. 4 shows an example of a first direct mail D1 on which the first print content is printed, and Fig. 5 shows an example of a second direct mail D2 on which the second print content is printed. The generation unit 213 combines, for example, personal information such as the user's address ("Postal code XXXX-YYYY," "City E, Prefecture D") and name ("Tomoko Tanaka"), the name of the sales representative ("Ichiro Yamada") and face photo, and the date of visit ("mm month dd day") into a template. Furthermore, as shown in Figs. 4 and 5, the generation unit 213 combines the two-dimensional code C formed by the creation unit 212 into the template.

[0046] Then, as shown in Fig. 4, the generation unit 213 generates the first print content by combining a model house based on the family structure ("dual-income family raising children"), which is personal information, and a promotional slogan tailored to the area ("FF district"), with the template. Also, as shown in Fig. 5, the generation unit 213 generates the second print content by combining a model house and a promotional slogan based on analysis information, such as the long viewing time of model houses of construction company A and the high number of viewings of low-priced model houses, with the template.

[0047] In this way, the generation unit 213 generates the first print content and the second print content based on different information. Therefore, the product included in the first print content by the generation unit 213 and the product included in the second print content may be provided by different brands or manufacturers.

[0048] {Classification Department} The classification unit 214 classifies each user stored in the personal information DB 221 and the web behavior data DB 222 into a predetermined segment based on the personal information. The classification unit 214 uses the personal information such as the region of residence, age, and family structure for classification. The classification unit 214 may perform classification based on any one piece of information or multiple pieces of information.

[0049] {Settings section} The setting unit 215 sets the destination of the direct mail. In particular, the setting unit 215 sets the first recipient user who is classified into the same segment as the second recipient user (described later) as a result of classification by the classification unit 214, as the destination of the second direct mail D2.

[0050] {Storage section} The storage unit 22 includes a hard disk drive (HDD), a nonvolatile semiconductor memory, etc. The storage unit 22 stores various programs and various data executed by the control unit 21. Note that at least a part of the various programs may be stored in the ROM of the control unit 21, etc.

[0051] <Personal information DB, Web behavior data DB> The storage unit 22 of the device 20 also contains a personal information DB 221 and a web behavior data DB 222, which store personal information and web behavior data of each user in table format.

[0052] The data stored in the personal information DB 221 and the web behavior data DB 222 includes not only the personal information and web behavior data described above, but also a hash value uniquely assigned to each user. The hash value serves as a primary key in the personal information DB 221 and the web behavior data DB 222.

[0053] The storage unit 22 also stores a web server program, application programs, etc. The web server program communicates with a web browser installed in the terminal 10 using the HTTP protocol, provides various websites W to the web browser, and functions as a web server. The application program runs on the web server and performs various processes.

[0054] {Communications Department} The communication unit 23 is configured by a communication module, etc. The communication unit 23 transmits and receives various signals and various data to and from the terminal 10 and other devices connected via the network 30.

[0055] {Image forming section} Under the control of the control unit 21, the image forming unit 24 prints on a predetermined recording medium such as a postcard based on the first and second print contents generated by the generation unit 213, to form a direct mail piece.

[0056] [Direct mail generation process] The direct mail generation process by the system 100 will be described with reference to the flowcharts of Figures 6 and 7. Figure 6 is a flowchart of the first direct mail generation process, and Figure 7 is a flowchart of the second direct mail generation process.

[0057] (First direct mail generation process) First, the acquisition unit 211 of the device 20 acquires personal information of the user (step S101). For example, in this example, the content of a questionnaire filled out by a user who visited a housing exhibition is input into the device 20, thereby causing the acquisition unit 211 to acquire the personal information. Alternatively, the acquisition unit 211 acquires the personal information when a sales representative of a manufacturer who has attended to a user who visited a housing exhibition transmits, from another device, the content obtained through a conversation with the user to the device 20. The personal information acquired by the acquisition unit 211 is input into the personal information DB 221 together with a set hash value.

[0058] The setting unit 215 sets the user whose personal information has been entered in the personal information DB 221 as the first sender who will send the first direct mail (step S102). The creation unit 212 creates a two-dimensional code C based on the hash value of the first sender stored in the storage unit 22 and the URL of the website W (step S103). The generation unit 213 generates first print content by combining the personal information stored in the personal information DB 221, the two-dimensional code C created by the creation unit 212, and a product and advertising slogan based on the personal information with a template (step S104). The image forming unit 24 prints the first direct mail D1 based on the first print content (step S105).

[0059] The first direct mail D1 is sent to each user (first sending user) by a known delivery system. The first sending user reads the two-dimensional code C of the first direct mail D1 using the reading unit 14 of the terminal 10 and accesses the website W. The acquiring unit 211 acquires the web behavior data of the first reading user, who is one of the first sending users and reads the two-dimensional code C printed on the first direct mail D1, and inputs the data into the web behavior data DB 222 as needed (step S107).

[0060] Next, the second direct mail generation process will be described with reference to FIG.

[0061] (Second direct mail generation process) The setting unit 215 sets a second sending user to be the destination of the second direct mail D2 (step S201). For example, the setting unit 215 sets a user whose visit date and time to the website W is stored in the web behavior data DB 222 (the first reading user) and for whom a predetermined time has elapsed since the visit date and time as the second sending user.

[0062] The generation unit 213 acquires the personal information and web behavior data of the second sending user from the personal information DB 221 and the web behavior data DB 222 (step S202).

[0063] The generation unit 213 performs an analysis process based on the personal information and web behavior data of the second sender user and acquires the analysis information (step S203). The creation unit 212 creates a two-dimensional code C based on the hash value and the analysis information of the second sender user (step S204). The generation unit 213 generates the second print content by combining the personal information, the two-dimensional code C, and the product and advertising slogan based on the analysis information with a template (step S205). The image formation unit 24 prints the second direct mail D2 based on the second print content (step S206).

[0064] The second direct mail D2 is sent to the second sender by a known delivery system. The second sender reads the two-dimensional code C on the second direct mail D2 using the reading unit 14 of the terminal 10, and accesses the website W. The acquiring unit 211 acquires the web behavior data of the second reading user, who is one of the second senders and reads the two-dimensional code C printed on the second direct mail D2, and inputs the data into the web behavior data DB 222 as needed (step S207).

[0065] [Effects of the embodiment] As described above, the device 20 according to this embodiment includes a creation unit 212 that creates, for each sender of direct mail, a two-dimensional code C indicating the URL of a website W associated with identification information identifying the sender. The device 20 also includes an acquisition unit 211 that acquires web behavior data for each user on the website W. The device 20 also includes a generation unit 213 that generates a first print content based on the personal information and two-dimensional code C of the first sender and generates a second print content based on the web behavior data of the first read user. The device 20 also includes an image formation unit 24 that prints direct mail containing the first or second print content. In this manner, the device 20 of the present invention generates the print content of the second direct mail D2 based on the user's web behavior data. Unlike web advertising, direct mail has a physical form, making it highly visible and potentially leading users to access information unintentionally. However, the printed information can be tailored to the user, resulting in a higher advertising effect.

[0066] [Other configurations] Although the present invention has been specifically described above based on the embodiments thereof, the present invention is not limited to the above-described embodiments. Of course, the present invention can be modified in various ways within the scope of the invention described in the claims and its equivalents.

[0067] For example, in the above example, in step S201, the setting unit 215 sets one first reading user as the second sending user, but this is not limiting. The setting unit 215 may also set a first sending user classified by the classification unit 214 into the same segment as the first reading user as the second sending user, and send the second direct mail D2. The first sending user and the first reading user classified into the same segment by the classification unit 214 share at least a portion of their personal information. Therefore, a predetermined advertising effect can be expected even by sending the second direct mail D2 to the first sending user classified by the classification unit 214 into the same segment as the first reading user.

[0068] Furthermore, although the generation unit 213 executes the analysis process in step S203 in the above description, this is not limiting. The generation unit 213 may execute the analysis process in advance at a predetermined timing and store the analysis information in the storage unit 22. This configuration can shorten the time required for the generation unit 213 to generate the second print content. On the other hand, if the analysis process is executed immediately before generating the second print content, more web behavior data can be reflected when the analysis process is performed based on the web behavior data of multiple first reading users.

[0069] In the above description, the image forming unit 24 prints the second print content including the two-dimensional code C and acquires the web behavior data again, but this is not limited to this. That is, the two-dimensional code C does not have to be printed on the second direct mail D2. When sending the third or subsequent direct mail, the print content may be generated based on the web behavior data acquired in the first direct mail D1. However, if the two-dimensional code C is also printed on the second direct mail D2 and further web behavior data is acquired, the accuracy of the proposed information can be improved as the direct mail is sent more frequently, thereby further enhancing the advertising effect, which is preferable.

[0070] Although the above describes an example in which a hard disk or a semiconductor nonvolatile memory is used as a ROM as a computer-readable medium for the program according to the present invention, the present invention is not limited to this example. Other computer-readable media include portable recording media such as CD-ROMs. Furthermore, carrier waves are also applicable as a medium for providing the program data according to the present invention via a communication line. [Explanation of symbols]

[0071] 100 Direct Mail Generation System 20 Direct mail generator 211 Acquisition Department 212 Creation Department 213 Generation part 214 Classification Department 215 Setting Section 22 Memory section 24 Image forming unit C 2D code D1 First Direct Mail D2 Second Direct Mail W website

Claims

1. a generating unit that generates a two-dimensional code indicating a URL of a website associated with identification information that identifies a user; an acquisition unit that acquires personal information of the user and web behavior data of the user on the website; a generating unit that generates predetermined print content, the generation unit generates first print content to be printed on a first direct mail piece based on the personal information and the two-dimensional code; A direct mail generation device that generates second print content to be printed on a second direct mail based on the personal information and web behavior data of a first reading user who is a user who accessed the website among the first sending users who sent the first direct mail.

2. The direct mail generating device according to claim 1 , wherein the acquiring unit acquires the web behavior data from a beacon tag provided on the website.

3. a storage unit that stores the personal information and the web behavior data of the user; a classification unit that classifies the users stored in the storage unit into predetermined segments based on the personal information, The direct mail generation device according to claim 1 or 2, wherein the generation unit generates the second print content based on the web behavior data of a plurality of first reading users classified into the same segment by the classification unit.

4. 3. The direct mail generating device according to claim 1, wherein the generating unit includes products of different brands in the first and second print contents.

5. a setting unit for setting a second sending user to send the second direct mail; 3. The direct mail generating device according to claim 1, wherein the setting unit sets the second sending user based on the personal information of the first reading user.

6. 6. The direct mail generating device according to claim 5, wherein the setting unit sets the second sending user based on the personal information of the first sending user and the personal information of the first reading user.

7. a storage unit that stores the personal information and the web behavior data of the user; a classification unit that classifies the users stored in the storage unit into predetermined segments based on the personal information, 7. The direct mail generating device according to claim 6, wherein the setting unit sets the first sending user, who is classified by the classification unit into the same segment as the first reading user, as the second sending user.

8. The direct mail generating device according to claim 1 or 2, wherein the generating unit generates the second print content including the two-dimensional code.

9. The direct mail generation device according to claim 1 or 2; A direct mail generating system comprising: an image forming device having an image forming unit that forms direct mail by printing predetermined print content.

10. A direct mail generation method using a direct mail generation device, a creating step of creating a two-dimensional code indicating a URL of a website associated with identification information for identifying a user; an acquiring step of acquiring personal information of the user and web behavior data of the user on the website; a generating step of generating predetermined print content, the generating step generates first print content to be printed on a first direct mail piece based on the personal information and the two-dimensional code; A direct mail generation method for generating second print content to be printed on a second direct mail based on the personal information and web behavior data of a first reading user who is a user who accessed the website among the first sending users who sent the first direct mail.

11. The computer of the direct mail generating device, a generating unit that generates a two-dimensional code indicating a URL of a website associated with identification information that identifies a user; an acquisition unit that acquires personal information of the user and web behavior data of the user on the website; a generating unit that generates predetermined print content; the generation unit generates first print content to be printed on a first direct mail piece based on the personal information and the two-dimensional code; A program that generates second print content to be printed on a second direct mail based on the personal information and web behavior data of a first reading user who is a user who accessed the website among the first sending users who sent the first direct mail.

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