Public relations information distribution management device and public relations information distribution management program

Abstract

To deliver an appropriate direct mail according to a customer's state.SOLUTION: A management device 10, as a publicity information delivery management device that manages delivery of a paper-medium direct mail to a target person to whom an e-mail regarding publicity information has been transmitted, includes a storage unit and a control unit. The storage unit has transmission information including the name and address of the target person. The control unit includes: a function of acquiring a viewing state of the e-mail by the target person; a function of determining contents of the direct mail according to the viewing state of the e-mail; and a function of issuing an instruction to deliver the determined direct mail to the target person by using the transmission information.SELECTED DRAWING: Figure 1

Description

Technical Field

[0001] The present disclosure relates to a publicity information sending management device and a publicity information sending management program.

Background Art

[0002] As a sales tool for customers, a method of sending direct mail in a paper medium is known. Sending direct mail tailored to the customer's situation to the customer can contribute to an improvement in the desire to purchase, and thus a method for sending direct mail according to the customer is being studied. For example, Patent Document 1 discloses a method of selecting a predetermined customer group included in a customer database and sending direct mail after selecting a template as a system for creating and sending direct mail to a customer.

Prior Art Documents

Patent Documents

[0003]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0004] In recent years, the use of e-mail as a sales tool has also been studied. For example, sending business e-mails to customers has been studied. However, which of e-mail and direct mail is effective may vary depending on the customer, and arranging both e-mail and direct mail for all customers may lead to an increase in sales costs.

[0005] The present disclosure has been made in view of the above, and an object thereof is to provide a technology capable of sending an appropriate direct mail according to the customer's situation. <J

Means for Solving the Problems

[0006] To achieve the above objective, a public relations information distribution management device according to one embodiment of the present disclosure is a public relations information distribution management device having a storage unit and a control unit, which manages the sending of paper-based direct mail to recipients to whom public relations information emails have been sent, wherein the storage unit has transmission information including the name and address of the recipient, and the control unit has a function to acquire the status of the recipient viewing the email, a function to determine the content of the direct mail according to the status of the email viewing, and a function to instruct the recipient to send the direct mail with the determined content using the transmission information.

[0007] According to the public relations information distribution management system described above, the viewing status of emails by target recipients is acquired, the content of direct mail is determined based on the acquired viewing status, and instructions are issued to send direct mail to the target recipients. Since the content of direct mail can be changed based on the recipient's response to the sent email, it is possible to send appropriate direct mail according to the target recipient's situation.

[0008] The viewing status of the email may include at least one of the following: whether or not the recipient opened the email, or whether or not they accessed a link contained in the email. Whether or not the recipient opened the email, and whether or not they accessed a link contained in the email, can both be said to be information that corresponds to the degree of interest the recipient has in the information sent via email. Therefore, by configuring the system to determine the content of the direct mail based on this information, it becomes possible to send appropriate direct mail according to the recipient's situation.

[0009] The control unit may determine the content of the direct mail based on the viewing status of the email at a predetermined number of days after the email was sent. By configuring the system to determine the content of the direct mail based on the viewing status of the email at a predetermined number of days after the email was sent, it becomes possible to send the direct mail while the user is still interested in the information in the email, thus providing the direct mail at an appropriate time.

[0010] The content of the direct mail may also be determined based on the attributes of the target audience regarding the aforementioned public relations information. By determining the content of the direct mail considering the attributes of the target audience, it becomes possible to send direct mail containing content that is more likely to interest the target audience.

[0011] The function for issuing instructions to send the direct mail may also be configured to create printable data, including the transmission information and the content of the direct mail, individually for each recipient. With this configuration, since printable data is created for each recipient, it becomes possible to create direct mail with more detailed modifications according to the recipient.

[0012] The control unit further includes a function to determine whether to send an email or direct mail to the target person according to the email viewing status, and a function to determine the content of the email and send the email to the target person to whom it has been determined that an email will be sent. The function to determine the content of the direct mail may be configured to determine the content of the direct mail to the target person to whom it has been determined that a direct mail will be sent. With the above configuration, it is possible to determine whether to send an email or direct mail according to the email viewing status, and further, the content is also changed according to the email viewing status, making it possible to conduct public relations with the target person using a more appropriate method.

[0013] A public relations information distribution management program according to one form of this disclosure is a public relations information distribution management program that causes a computer to function as a public relations information distribution management device that manages the sending of paper direct mail to recipients to whom public relations emails have been sent, and causes the computer to execute the following functions: a function to store transmission information including the name and address of the recipient; a function to acquire the status of the recipient's viewing of the email; a function to determine the content of the direct mail according to the status of the email viewing; and a function to instruct the recipient to send the direct mail with the determined content to the recipient using the transmission information. In this case, the same functions and effects as the public relations information distribution management described above are achieved. [Effects of the Invention]

[0014] According to this disclosure, technology is provided that enables the delivery of appropriate direct mail tailored to the customer's situation. [Brief explanation of the drawing]

[0015] [Figure 1] Figure 1 is a diagram illustrating the overview of a public relations information distribution management system in one form. [Figure 2] Figure 2 shows an example of the information held by the destination server. [Figure 3] Figures 3(a) and 3(b) show examples of information held on the transmission content server. [Figure 4] Figure 4 shows an example of the hardware configuration of the management device. [Figure 5] Figure 5 shows an example of a method for managing the distribution of public relations information using a management device. [Figure 6] Figure 6 shows the first example of a combination of email and direct mail. [Figure 7] Figure 7 shows a second example of the combination of email and direct mail. [Modes for carrying out the invention]

[0016] Hereinafter, embodiments for implementing the present disclosure will be described in detail with reference to the accompanying drawings. In the description of the drawings, the same reference numerals are assigned to the same elements, and redundant descriptions are omitted.

[0017] [PR Information Sending Management System] FIG. 1 is a diagram for explaining an overview of a PR information sending management system 1 according to an embodiment. The PR information sending management system 1 includes a management device 10 which is a device for managing the sending of PR information to a user U (object), and a DM creation device 20 which creates a direct mail (DM) based on an instruction from the management device 10 and sends it to the user U.

[0018] As an example, the PR information sending management system 1 distributes e-mails and direct mails (DMs) to the user U. These distributions can be used, for example, as PR tools. The user U in the present embodiment refers to a person who acquires PR information provided from the PR information sending management system 1. Also, "PR" for the user U includes guidance of events, guidance of products (for example, information promoting the purchase of products such as product discounts and limited-time events), etc., and "PR information" refers to information presented to the user U. As a method of presenting this PR information to the user U, sending an e-mail or sending a DM can be selected. "E-mail" or "mail" refers to a message transmitted in electronic data to the user U. Note that it is not limited to a general e-mail, and for example, a message using SMS (Short Message Service) may also be included in "e-mail". The above "e-mail" can be received by the user U in a terminal device such as a smartphone, a tablet terminal, or a personal computer. The user U will open and view the e-mail received in the terminal device. Also, "direct mail (DM)" generally refers to an article created by a paper medium and sent (by mail or home delivery) to the user U. Note that the DM may include a delivery item with a sample product or the like enclosed.

[0019] As a method of advertising to user U, conventionally, sending DM has been practiced. In recent years, sending message data such as e-mails to the terminal device used by user U has also been used as a method of advertising. Often, the target of advertising is to guide access to a website using the Internet or products sold through mail order on the website. Therefore, an e-mail with a hyperlink to the website is sent to user U. By selecting the hyperlink attached to the e-mail, it becomes easier to guide user U who has viewed the e-mail to the target website. That is, even if user U does not know the URL of the website, user U can access the website through the selection of the hyperlink. On the other hand, DM is advantageous for user U who is not accustomed to operations such as e-mail, and is still effective as a method of advertising because it is more likely to be viewed at hand compared to e-mail, etc.

[0020] Therefore, in the advertising information sending management system 1, for user U who has sent an e-mail related to advertising, according to the reaction of user U or the attributes of user U, a sales promotion tool (e-mail or DM) to be presented to user U in the future can be selected, and the content can also be appropriately changed according to user U.

[0021] As shown in Figure 1, the public relations information distribution management system 1 is composed of a management device 10 and a direct mail creation device 20. The public relations information distribution management system 1 may also obtain information from a product purchase information management server 40, which manages the product purchase history on a product sales site 30 accessible to user U, by referring to the public relations information provided to user U, as information for selecting the method of providing public relations information to user U (email or direct mail). In the example shown in Figure 1, user U receives public relations information (email or direct mail) about products sold on the product sales site 30, and if user U is interested, accesses the product sales site 30. When user U accesses the product sales site 30, information indicating that user U has accessed it may be collected by the product purchase information management server 40. Furthermore, if user U purchases a product on the product sales site 30, information regarding the purchase is also collected by the product purchase information management server 40. The management device 10 may obtain this information from the product purchase information management server 40, select a more effective method of providing public relations information based on user U's response (reaction) to the public relations information, and then execute it. The information used by the management device 10 to select the method of providing public relations information (email or direct mail) may be obtained via an external device such as the product purchase information management server 40, or the management device 10 may obtain it directly from user U or the terminal device used by user U.

[0022] The functions of the management device 10 will now be described. The management device 10 consists of an information provision control unit 11, an email creation unit 12, an email sending unit 13, an email operation information acquisition unit 14, a direct mail preparation unit 15, a direct mail dispatch instruction unit 16, a product purchase information acquisition unit 17, a destination server 18, and a transmission content server 19. Of these, the email creation unit 12, the email sending unit 13, and the email operation information acquisition unit 14 are functional units related to sending emails to user U, and may be included as the email management unit. In addition, the direct mail preparation unit 15 and the direct mail dispatch instruction unit 16 are functional units related to sending direct mail to user U, and may be included as the direct mail management unit. The destination server 18 and the transmission content server 19 of the management device 10 function as storage units of the management device 10, while the other functional units function as control units of the management device 10.

[0023] The information provision control unit 11 has a function to determine the public relations information to be provided to user U. The specific method for determining how to provide public relations information to each user U by the information provision control unit 11 will be described later. The information provision control unit 11 may, for example, maintain criteria for determining how to provide public relations information based on instructions from the operator of the management device 10. Alternatively, it may provide public relations information to user U based on instructions from the operator, or it may provide public relations information to user U based on pre-set conditions.

[0024] The email creation unit 12 has the function of creating the content of an email to be sent to user U based on instructions from the information provision control unit 11. The content of the email sent to user U may be changed depending on user U. The email creation unit 12 prepares the email content for each user U who is the recipient. Note that creating content may also include selecting a template to be used for each user U from pre-prepared templates.

[0025] The email sending unit 13 has the function of sending the email created in the email creation unit 12 to user U. The recipient's information is stored in the recipient server 18, which will be described later, and this information is used to send the email.

[0026] The email operation information acquisition unit 14 has the function of acquiring information about what operations user U, who sent the email, performed on the email. For example, when an email is sent to user U, the email operation information acquisition unit 14 acquires information indicating that user U opened the email. One example of a method for acquiring information indicating that user U opened the email is to create content embedded in a predetermined image within the email, and then provide user U with the email body with a link information to display the image embedded within it. In this case, if user U is interested in the information in the email, they need to load the image in which the information is embedded. At that time, communication to access the management device 10 or the email management server occurs, so the management device 10 acquires this image loading as part of user U's email opening history. Note that the method for acquiring information to identify that user U opened the email is not limited to the above method. For example, if an email (HTML) containing an image is sent to user U, and user U receives the email (downloads the HTML source), this may be acquired as information to identify that user U opened the email. Furthermore, if user U accesses a specified URL within the email, this information may be obtained to identify that user U has opened the email. Additionally, a URL may be issued for each recipient, including user U, and if user U accesses a specified URL within the email, this information may be obtained to identify that user U has opened the email.

[0027] Furthermore, the email operation information acquisition unit 14 may acquire information relating to what operations user U performed on the email, such as access logs to the product sales site 30 included in the email. This information may be acquired via the product purchase information management server 40, or access logs to the product sales site 30 may be acquired directly from the product sales site 30. This information acquired by the email operation information acquisition unit 14 can be used by the information provision control unit 11 to determine the method of providing information to user U, and is therefore retained by the email operation information acquisition unit 14 for a certain period of time.

[0028] The DM preparation unit 15 has the function of creating DM content to be sent to user U based on instructions from the information provision control unit 11. The content of the DM sent to user U can also be changed according to user U. The DM preparation unit 15 prepares the DM content for each user U who is the recipient. Note that creating content may also include selecting a template to be used for each user U from pre-prepared templates. Note that the DM preparation unit 15 may prepare not the DM itself, but the data used to create the DM.

[0029] The DM dispatch instruction unit 16 has the function of instructing the dispatch of direct mail by sending to the DM creation device 20 data that includes the direct mail creation data prepared in the DM preparation unit 15, along with data related to the recipient of the direct mail (for example, the address registered with user U). The recipient information is stored in the destination server 18, which will be described later, and this information is used to prepare the information related to the recipient of the direct mail. The DM dispatch instruction unit 16 may also update the direct mail creation data, prepare data including the recipient information for each user U, and send this to the DM creation device 20. As an example, the DM dispatch instruction unit 16 may also prepare print data for printing the direct mail (for example, PDF data) and send this to the DM creation device 20.

[0030] The product purchase information acquisition unit 17 acquires purchase information for each user U from, for example, the product purchase information management server 40. The product purchase information acquisition unit 17 does not acquire the entire purchase history of user U, but may, for example, acquire only purchase information related to products or related products for which public relations information is expected to be provided in the future. In this way, the information acquired by the product purchase information acquisition unit 17 may be limited to only the information necessary for providing public relations information.

[0031] The recipient server 18 is a server that manages information related to user U. An example of the information held by the recipient server 18 is shown in Figure 2. As shown in Figure 2, the recipient server 18 holds the name, email address, address, etc., for each user U. This information is used when providing public relations information to user U (transmission information). In addition, "attributes," "first email," "second email," etc., are information used when providing public relations information to user U or when deciding on the method of provision.

[0032] For example, in Figure 2, "age group" and "hobbies" are shown as attributes of user U, but the content of the promotional information may be changed according to each attribute. In addition, for the initial email, the response of user U to the initial email is recorded. Specifically, for the initial email, for example, whether or not a "product purchase" was made, whether or not the email was "viewed", and whether or not the website was "accessed" are recorded. Furthermore, for the second email, based on user U's response to the initial email, the information provided in the second email and how user U responded to it are recorded. Specifically, for the second email, the content provided to user U in the second email is recorded as "distributed content". In the example shown in Figure 2, for user U who purchased a product in response to the initial email, it is recorded that a post-purchase survey email was sent in the second email. On the other hand, for user U who viewed the email but did not access the website, it is recorded that a direct mail (DM) was sent in the second email, and further, whether or not a product was purchased is recorded as the user's response to this second promotional information. Thus, the destination server 18 stores, for each user U, information that identifies the recipient of the information (email address, address, name), as well as information that can be used to identify the information to be provided (attributes, content of each session, and responses thereto, etc.). For example, information that identifies user U (e.g., member ID) may be associated and stored as user identification information. Alternatively, this information may be managed across multiple servers by linking it using user identification information or name.

[0033] The transmission content server 19 has the function of holding templates for public relations information to be provided to user U. The transmission content server 19 holds email content and direct mail content. Figure 3(a) shows an example of email content held by the transmission content server 19. As an example, it shows example data with the subject and body created for email content such as "Member Registration," "After Product Purchase," and "Survey Request." In reality, the content held as email content may be more subdivided. Figure 3(b) shows an example of direct mail content held by the transmission content server 19. As an example, it shows example data with the information to be written on the front of the postcard and the information to be written on the back of the postcard set for direct mail content such as "Campaign," "Reminder," and "Needs Awareness." The content held for direct mail may also be more subdivided.

[0034] The information held in the transmission content server 19 is prepared by the operator of the management device 10 and stored in the transmission content server 19. The information held in the transmission content server 19 does not specify the recipient user U. Therefore, when sending an email or issuing a direct mail creation instruction, the information of the recipient user U is entered.

[0035] [Hardware configuration of the management device] Figure 4 shows an example of the hardware configuration of a computer 110 used in a management device 10. For example, the computer 110 has a control circuit 100. In one example, the control circuit 100 has one or more processors 101, memory 102, storage 103, communication port 104, and input / output port 105. The processor 101 executes the operating system and application programs. The storage 103 consists of a storage medium such as a hard disk, non-volatile semiconductor memory, or a removable medium (e.g., magnetic disk, optical disk, etc.) and stores the operating system and application programs. The memory 102 temporarily stores programs loaded from the storage 103 or the results of calculations performed by the processor 101. The processor 101 functions as an individual functional module by executing programs in cooperation with the memory 102. The communication port 104 communicates data with other devices via a communication network NW according to commands from the processor 101. The input / output port 105 performs electrical signal input and output to and from input / output devices (user interfaces) such as keyboards, mice, monitors, and touch panels, in accordance with commands from the processor 101.

[0036] The storage device 103 stores a program 120 that causes the computer 110 to function as a management device 10. The processor 101 executes this program 120, thereby realizing each functional module of the management device 10. The program 120 may be provided permanently recorded on a non-temporary recording medium such as a CD-ROM, DVD-ROM, or semiconductor memory. Alternatively, the program 120 may be provided via a communication network as a data signal superimposed on a carrier wave.

[0037] The management device 10 may be composed of one or more computers 110. Furthermore, if the management device 10 is composed of multiple computers 110, these computers 110 may be distributed and connected to each other via a communication network NW. In this way, when the management device 10 uses multiple computers 110, these computers 110 are connected to each other via a communication network NW, thereby logically forming a single management device 10. The computers 110 that function as the management device 10 are not limited. For example, the management device 10 may be composed of a large computer 110, or it may be composed of small computers 110 such as personal computers.

[0038] The program for causing the computer 110 to function as a management device 10 (public relations information sending management program) causes the computer to execute, for example, a function to store sending information including the names and addresses of recipients, a function to obtain the status of recipients viewing the email, a function to determine the content of the direct mail according to the status of email viewing, and a function to send the determined direct mail to recipients using the sending information.

[0039] [Method for managing the distribution of public relations information using a management device] Next, with reference to Figure 5, we will explain the method for managing the transmission of public relations information by the management device 10.

[0040] First, the management device 10 executes step S01. In step S01, the information provision control unit 11 of the management device 10 determines the recipients and content of the initial email. The initial email is the first email sent without considering the user U's response, and examples include campaign announcements, new product announcements, requests for post-purchase surveys, etc. When sending these initial emails, for example, an operator of the management device 10 decides what kind of email to send to what type of user U and gives instructions to the management device 10. Based on the instructions from the operator, the information provision control unit 11 of the management device 10 prepares the email content. Multiple variations of the initial email may be prepared in advance as templates, and the information provision control unit 11 may select one type from among these templates.

[0041] Next, the management device 10 executes step S02. In step S02, the email creation unit 12 of the management device 10 creates an email based on the instructions of the information provision control unit 11, and the email sending unit 13 sends the first email to a predetermined recipient. The history of sent emails is retained for a certain period of time. For example, the email sending history may be maintained in association with information for each user U held on the recipient server 18.

[0042] Next, the management device 10 executes step S03. In step S03, the email operation information acquisition unit 14 of the management device 10 collects information related to user U's operations on email. Specifically, it collects information indicating that user U opened the email and, for example, information indicating that user U accessed the product sales site 30. Furthermore, if the initial email contains information related to a product purchase, the product purchase information acquisition unit 17 of the email management device 10 acquires information such as purchase history from the product purchase information management server 40. The period for collecting user U's operation information may be set in advance.

[0043] Next, the management device 10 executes step S04. In step S04, the information provision control unit 11 of the management device 10 determines whether it is the next content delivery timing (timing for providing public information). If it is not yet the content delivery timing (S04-NO), it continues to collect information related to the email operation by user U (S03). On the other hand, if it is the content delivery timing (S04-YES), the management device 10 performs the operation related to the next content delivery.

[0044] Specifically, first, the management device 10 executes step S05. In step S05, the information provision control unit 11 of the management device 10 determines the content to be sent for each recipient to whom an email was sent for the first time, taking into account the user U's response to the email. In other words, it determines whether to send an email or direct mail for the second time, and what kind of content to include. At this time, the management device 10 may determine the type and content of the next message to be sent by combining the user U's response to the email, the product purchase history, and the user U's attributes. In addition, it may be determined that sending content to a user U in the future is unnecessary.

[0045] The management device 10 executes step S06. In step S06, the email creation unit 12 of the management device 10 creates an email based on the instructions of the information provision control unit 11, and the DM preparation unit 15 of the management device 10 creates data to be used for DM based on the instructions of the information provision control unit 11.

[0046] Next, the management device 10 executes step S07. In step S07, the email sending unit 13 of the management device 10 sends an email to the specified recipient, and the DM dispatch instruction unit 16 of the management device 10 sends the data to be used for the DM along with the recipient information to the DM creation device 20, instructing it to dispatch the DM.

[0047] After sending the initial email, the management device 10 repeats the above series of steps (S03-S07) until the content delivery is complete (until step S08-YES is reached). It is conceivable that the system may repeatedly send emails or direct mail to users U who meet certain conditions. In this case, the series of steps (S03-S07) may be repeated, and the provision of public relations information may be repeated to users U who meet the conditions.

[0048] (Example 1 of combining email and direct mail) Referring to Figure 6, a first example of the provision of public relations information from the management device 10 described above will be explained. In Figure 6, it is assumed that an email regarding a product purchase campaign is sent as the initial email. At this time, four possible responses from user U are assumed: "purchased the product (group P1)", "opened the email and accessed the product purchase site (but did not purchase) (group P2)", "opened the email but did not access the product purchase site (group P3)", and "email not opened (group P4)". In this case, group P1 will not be provided with any further public relations information. On the other hand, group P2 will be sent an email regarding similar products as the next public relations information, group P3 will be sent an email to alleviate concerns about purchasing the product as the next public relations information, and group P4 will be sent a direct mail (DM) regarding the campaign as the next public relations information. By providing different responses to each of the groups from P1 to P4 in this way, it is possible to provide public relations information that takes into account the reasons why user U did not purchase the product, depending on how user U responded to the email. Furthermore, in the example shown in Figure 6, depending on how user U responds to the email sent to group P2, users U who opened the email and accessed the product sales site 30 may receive an email offering further products, users U who only opened the email may receive an email to alleviate their concerns, and users U who did not open the email may receive a direct mail (DM). In this way, by changing the method of providing subsequent public relations information according to how user U responds to the email, it is possible to more easily attract user U's interest.

[0049] (Example 2 of combining email and direct mail) Referring to Figure 7, a second example of the provision of public relations information from the management device 10 described above will be explained. In Figure 7, it is assumed that an initial email (email 1) regarding a survey about the product is sent to product purchasers 5 days after the product purchase date (N). In this case, as a response to user U, a thank-you email (email 2) is sent 10 days after the product purchase to user U who opened the email and answered the survey, and a reminder email (email 3) is sent 8 days after the product purchase to user U who opened the email but did not answer the survey. Alternatively, a thank-you email (email 2) may also be sent to user U who answered the survey after the reminder email (email 3) was sent.

[0050] On the other hand, for users U who are presumed not to have opened the initial email (email 1), a direct mail (DM1) may be sent five days after the product purchase date (N), based on whether direct mail can be sent (whether integration is possible). After that, direct mail may be sent as needed depending on whether or not the survey has been answered (for example, DM2 may be sent if there is no response).

[0051] In the second example, for user U who has not opened the email, the procedure is designed to increase the likelihood of user U encountering the information by continuing to send direct mail (DM) if possible. On the other hand, for user U who has opened the email, email notifications are continued, thus preventing an increase in the costs associated with sending DM.

[0052] [Effect] According to the management device 10, which serves as a public relations information distribution management device, the viewing status of emails by the target person (user U) is acquired, and the content of the direct mail is determined according to the acquired viewing status of the emails. Then, an instruction is given to send the direct mail to the target person. Since the content of the direct mail can be changed based on the target person's response to the sent email, it is possible to send appropriate direct mail according to the target person's situation.

[0053] The email viewing status may include at least one of the following: whether the recipient opened the email or whether they accessed a link contained in the email. Whether the recipient opened the email or accessed a link contained in the email can be said to be information that corresponds to the degree of interest the recipient has in the information sent via email. Therefore, by configuring the management device 10 to determine the content of the direct mail based on this information, it becomes possible to send appropriate direct mail according to the recipient's situation.

[0054] The control unit of the management device 10 may determine the content of the direct mail based on the viewing status of the email at a predetermined number of days after the email was sent. By configuring the system to determine the content of the direct mail based on the viewing status of the email at a predetermined number of days, it becomes possible to send direct mail while the user is still interested in the information in the email, thus providing direct mail at an appropriate time.

[0055] The management device 10 may also determine the content of the direct mail based on the attributes of the target audience regarding the public relations information. By determining the content of the direct mail considering the attributes of the target audience, it becomes possible to send direct mail containing content that is more likely to interest the target audience. For example, different direct mail messages may be sent to multiple target audience members who have the same email viewing status, taking their attributes into consideration.

[0056] The function for issuing instructions to send direct mail may create printable data, including sending information and the content of the direct mail, individually for each recipient. This configuration allows for the creation of more detailed and customized direct mail pieces, as printable data is created for each recipient. Even if the content of the direct mail is the same, the design can be individually modified for each recipient. Therefore, it becomes possible to create direct mail pieces that are more tailored to the individual recipient.

[0057] The management device 10 may further have a function to determine whether to send an email or direct mail to a target person based on their email viewing status, and a function to determine the content of the email and send the email to the target person to whom it has been decided to send an email. In this case, the function to determine the content of the direct mail may be to determine the content of the direct mail to the target person to whom it has been decided to send a direct mail. With the above configuration, it becomes possible to determine whether to send an email or direct mail based on the email viewing status, and further, to change the content according to the email viewing status, thereby enabling public relations to be conducted in a more appropriate manner for the target person.

[0058] [Differentiation] The foregoing disclosure is not necessarily limited to the embodiments described above, and various modifications are possible without departing from its essence.

[0059] For example, some functions of the management device 10 may be managed by a separate device. For instance, the functions of a server, which corresponds to a storage unit, may be performed by a separate device from the functional unit that functions as a control unit.

[0060] Furthermore, the examples of information managed by the destination server 18 and the transmission content server 19 are not limited to those described in the above embodiment, and various types of information can be combined.

[0061] Furthermore, Figures 6 and 7 show examples of combinations of email and direct mail (DM) by the management device 10, but the combination is not limited to these and can be modified as appropriate. For example, the procedure could involve sending an email to user U who has received a DM. [Explanation of Symbols]

[0062] 1...Public Relations Information Dissemination Management System, 10...Management Device, 11...Information Provision Control Unit, 12...Email Creation Unit, 13...Email Sending Unit, 14...Email Operation Information Acquisition Unit, 15...DM Preparation Unit, 16...DM Dispatch Instruction Unit, 17...Product Purchase Information Acquisition Unit, 18...Recipient Server, 19...Sending Content Server, 20...DM Creation Device, 30...Product Sales Site, 40...Product Purchase Information Management Server.

Claims

1. A public relations information distribution management device having a memory unit and a control unit, which manages the sending of paper-based direct mail to recipients who have received emails containing public relations information that encourages the purchase of products, The storage unit has transmission information including the name and address of the subject, The control unit, A function to obtain the viewing status of the aforementioned email by the aforementioned person, A function that determines the content of the direct mail as the content of the direct mail based on the viewing status of the aforementioned email, A function that uses the aforementioned transmission information to issue instructions for sending the direct mail, whose content has been determined, to the aforementioned recipients, It has, A public relations information distribution management device that determines the content of the direct mail as the content of the direct mail based on the attributes of the target person regarding the public relations information and the purchase history of the target person.

2. The public relations information distribution management device according to claim 1, wherein the viewing status of the email includes at least one of whether the subject opened the email or whether they accessed a link contained in the email.

3. The public relations information distribution management device according to claim 1 or 2, wherein the control unit determines the content of the direct mail according to the viewing status of the email at a predetermined number of days after the email has been sent.

4. The public relations information distribution management device according to any one of claims 1 to 3, wherein the function for issuing instructions to send the direct mail creates printable data including the transmission information and the content of the direct mail individually for each recipient.

5. The control unit has a function to determine whether to send an email or a direct mail to the target person, depending on the email viewing status. The system further includes a function to determine the content of the email and send the email to the recipient to whom it has been decided to send the aforementioned email. The public relations information distribution management device according to any one of claims 1 to 4, wherein the function for determining the content of the direct mail determines the content of the direct mail for the target persons to whom it has been decided that the direct mail will be sent.

6. A public relations information distribution management program for causing a computer to function as a public relations information distribution management device that manages the sending of paper direct mail to recipients to whom an email containing public relations information that encourages the purchase of a product has been sent, A function to store transmission information including the name and address of the aforementioned subject, A function to obtain the viewing status of the aforementioned email by the aforementioned person, A function that determines the content of the direct mail as the content of the direct mail based on the viewing status of the aforementioned email, A function that uses the aforementioned transmission information to issue instructions for sending the direct mail, whose content has been determined, to the aforementioned recipients, Have the computer run it, A public relations information distribution management program that, in the function of determining the content of the direct mail, determines the content of the direct mail as the content of the direct mail based on the attributes of the target person regarding the public relations information and the purchase history of the target person.

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