CN103578014A - Method and device for determining sending frequency of periodic marketing mails - Google Patents
Method and device for determining sending frequency of periodic marketing mails Download PDFInfo
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- CN103578014A CN103578014A CN201210278121.3A CN201210278121A CN103578014A CN 103578014 A CN103578014 A CN 103578014A CN 201210278121 A CN201210278121 A CN 201210278121A CN 103578014 A CN103578014 A CN 103578014A
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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
The application relates to the communications field, relates in particular to a kind of definite method and apparatus of periodic group marketing mail transmission frequency.
Background technology
Email Marketing (Email Direct Marketing, EDM) is under the prerequisite of user's license in advance, by the mode of Email, transmits a kind of network marketing means of valuable information to targeted customer.Mail marketing has three Fundamentals: user's license, email delivery information, information are valuable to user.
Periodic group marketing mail is a kind of special Email Marketing mode, and marketing mail is not disposable, but periodically send.According to people's work and habits and customs, the most common also the most representative transmission cycle is a week, can certainly be 10 days, 15 days, and one month etc.
For periodic group marketing mail, transmission frequency referred within a transmission cycle of periodic group marketing mail, the transmission times of mail.For example the transmission cycle is 1 week, and transmission frequency can be within 1 week, to send out 1 day (inferior), 1 week 3 days (inferior) or 1 week 7 days (inferior) etc.
In actual application, in the situation that taking into account marketing effectiveness, also need to consider that user is for the degree of fatigue that receives marketing mail, marketing effectiveness finally can be converted into income, degree of fatigue has reflected the harassing and wrecking degree of marketing mail to user, the factors such as this can be related to corporate image, product acceptance, thus long-range marketing effectiveness is exerted an influence.
Consideration based on above-mentioned need to be within which kind of in cycle, and adopting the market transmission of mail of which type of frequency is the parameter value that needs emphasis to consider in marketing mail transmission processing process.
And such parameter often needs according to the conversion ratio between marketing mail and effective sale situation, and user adds up widely for a long time and calculates processing and can obtain information such as the reception of marketing mail and use feedbacks, such processing procedure needs a large amount of Information Statistics and computing, and often due to the introducing of quantity of parameters, and need to add planted different weight parameter, therefore the processing procedure of carrying out data statistics before computation process and concrete calculating also all becomes very complicated, moreover, the required system resource expending of statistical treatment for magnanimity information is also very huge.
Therefore,, for transmission frequency how rationally to determine the mail of periodically marketing, in prior art, lack simple solution efficiently.
Summary of the invention
The application provides a kind of definite method and apparatus of periodic group marketing mail transmission frequency, and a kind of technical scheme of conveniently determining the transmission frequency of periodic group marketing mail is provided.
On the one hand, the embodiment of the present application has proposed a kind of definite method of periodic group marketing mail transmission frequency, comprising:
According to different transmission frequency, the terminal in two sample groups sends respectively marketing mail;
According to the corresponding marketing mail of sample group described in each, send total amount and marketing effectiveness data respectively, determine the corresponding effective marketing rate of described two sample groups;
According to the corresponding effective marketing rate of described two sample groups, generate marketing effectiveness parameter and user and experience parameter;
According to default marketing strategy, according to described marketing effectiveness parameter and user, experience parameter, determine the transmission frequency of periodic group marketing mail.
On the other hand, the embodiment of the present application has also proposed a kind of equipment of definite periodic group marketing mail transmission frequency, comprising:
Sending module, for the transmission frequency according to different, the terminal in two sample groups sends respectively marketing mail;
Statistical module, for sending total amount and marketing effectiveness data according to the corresponding marketing mail of sample group described in each respectively, determines the corresponding effective marketing rate of described two sample groups;
Generation module, for the corresponding effective marketing rate of described two sample groups of adding up according to described statistical module, generates marketing effectiveness parameter and user and experiences parameter;
Determination module, for the marketing strategy according to default, the described marketing effectiveness parameter and the user that according to described generation module, generate experience parameter, determine the transmission frequency of periodic group marketing mail.
Compared with prior art, the technical scheme that the embodiment of the present application proposes at least has the following advantages:
By application the application's technical scheme, according to different transmission frequency, to the terminal in two sample groups, send respectively marketing mail, according to corresponding statistical information, determine that marketing effectiveness parameter and user experience parameter, and according to relevant parameter and default marketing strategy, determine the transmission frequency of periodic group marketing mail, thereby, can obtain according to quantitative transmission data statistics the transmission effect rule information of this marketing mail, concrete processing procedure is simple, and can automatically complete, final definite transmission frequency has taken into account marketing effectiveness and user experiences, not only realized the accurate calculating of marketing mail transmission frequency, and avoided mass data statistics, or the complex process brought of non-directional sample data collection.
Accompanying drawing explanation
Fig. 1 is the schematic flow sheet of definite method of a kind of periodic group marketing mail transmission frequency that proposes of the embodiment of the present application;
Fig. 2 be the embodiment of the present application propose a kind of for determining the schematic diagram of the system of periodic group marketing mail transmission frequency;
Fig. 3 is a kind of schematic diagram of applying the graph curve of exporting after definite method of periodic group marketing mail transmission frequency that the embodiment of the present application proposes;
Fig. 4 is the structural representation of the equipment of a kind of definite periodic group marketing mail transmission frequency that proposes of the embodiment of the present application.
Embodiment
As stated in the Background Art, the transmission frequency of periodic group marketing mail of the prior art is generally the judgement by protracted experience, or the statistics of mass data is determined, the accuracy of the former determined transmission frequency is difficult to guarantee, latter needs a large amount of data statisticss and complex calculations to process, and lacks a kind of method of accurate, the easy class of fixed cycle really marketing mail transmission frequency in prior art.
In order to solve such problem, the embodiment of the present application provides a kind of definite method of periodic group marketing mail transmission frequency, adopt different transmission frequency to send to two sample sets in same marketing mail, only need by the simple effect information that sends, marketing effectiveness and the user that just can determine under different transmission frequency experience, and determine transmission frequency according to default marketing strategy, thereby, can obtain according to quantitative transmission data statistics the transmission effect rule information of this marketing mail, concrete processing procedure is simple, and, final definite transmission frequency has taken into account marketing effectiveness and user experiences, not only realized the accurate calculating of marketing mail transmission frequency, and avoided mass data statistics, or the complex process brought of non-directional sample data collection.
As shown in Figure 1, the schematic flow sheet of definite method of a kind of periodic group marketing mail transmission frequency proposing for the embodiment of the present application, specifically comprises the following steps:
Step S101, according to different transmission frequency, the terminal in two sample groups sends respectively marketing mail.
It should be noted that, the sample group here can be that preset in advance is good, can be also for different marketing mail testing requirements, and directly configuration is given and carried out the definite equipment of transmission frequency.
In sample group, the kind of included terminal and quantity can be selected as required, on the one hand, can in extensive or specific customer group, concrete filtercondition be set, screening determines which terminal enters sample group, thereby realize target selection targetedly, on the other hand, also can in customer group, randomly draw the terminal that adds sample group widely, guarantee the arbitrariness of selected terminal, and the selection probability of all types of terminals of balance, realize the comprehensive covering of sample group selection scheme to any terminal.
Further, in order to simplify follow-up computing, the transmission frequency that sends marketing mail to two sample groups can be configured to the convenient frequency values calculating, for example, for the first sample group, adopt the market transmission of mail of the frequency sending every day once, and for the second sample group, adopt the market transmission of mail of the frequency sending weekly once, like this, between two frequencies, there is the ratio of 7: 1, not only obvious gap is conducive to more fully reaction test effect between the two, and, the numerical relation of integral multiple has also facilitated subsequent calculations.
For follow-up statistical accuracy and convenience, in above-mentioned two sample groups, on the one hand, the terminal quantity that each sample group comprises is unsuitable very few, to guarantee can not produce too significantly impact to sampled result because of individual accidental error, on the other hand, the terminal quantity difference in two sample groups is also unsuitable excessive, preferably, the terminal quantity comprising in the sample group that comprises more terminal quantity can be set and be not more than 3 times of the terminal quantity that comprises in another sample group.
In the situation that meeting above-mentioned requirements, the variation of the terminal quantity in each sample group can't affect the application's protection domain.
Step S102, according to the corresponding marketing mail of sample group described in each, send total amount and marketing effectiveness data respectively, determine the corresponding effective marketing rate of described two sample groups.
In concrete processing scene, the corresponding marketing effectiveness data of above-mentioned sample sets, specifically obtain by following manner:
In the marketing mail of the terminal in sending to described sample sets, response condition is set.
Receive the response message that the terminal in described sample sets is returned when triggering this response condition.
According to the quantity of the response message receiving, determine the corresponding marketing effectiveness data of described sample sets.
Preferably, above-mentioned effective marketing rate can be determined by marketing effectiveness data and the ratio that marketing mail sends total amount, determines in all marketing mails that send have and how much received response message, has produced the marketing effectiveness needing.
Step S103, according to the corresponding effective marketing rate of described two sample groups, generate marketing effectiveness parameter and user and experience parameter.
The specific operation process of this step comprises following two steps:
(1) according to the corresponding effective marketing rate of described two sample groups, and the transmission frequency of described two sample groups, determine core parameter.
Core parameter is herein in follow-up operation process, to carry out other parameters to generate a necessary important parameter, and this parameter is test data based on above-mentioned two sample groups, determines.
In concrete processing scene, can, according to following formula, determine core parameter q:
q
n/m＝Xn/Xm；
Wherein, n and m represent respectively the transmission frequency of described two sample groups;
Xn represents that transmission frequency is the corresponding effective marketing rate of sample group of n;
Xm represents that transmission frequency is the corresponding effective marketing rate of sample group of m.
By above-mentioned processing, transmission frequency based on different has calculated the variation tendency of effective marketing rate, and usings this parameter as a quantification, i.e. core parameter, by such processing, for the follow-up process of processing according to other transmission frequency provides effective quantization parameter basis.
(2) according to described core parameter, and default marketing effectiveness formula and user experience formula, and the marketing effectiveness parameter and the user that generate under different transmission frequency experience parameter.
In concrete processing scene, above-mentioned default marketing effectiveness formula, is specifically as follows:
Px＝q
(x-1)，
Wherein, x represents transmission frequency, and q represents core parameter, marketing effectiveness parameter when Px represents that transmission frequency is x.
And above-mentioned default user experiences formula, be specifically as follows:
Wy＝y*q
(y-1)-1，
Wherein, y represents transmission frequency, and q represents core parameter, and user when Wy represents that transmission frequency is y experiences parameter.
Based on above-mentioned formula, determining on the basis of core parameter, can calculate that marketing effectiveness parameter and user experience parameter according to the variation of transmission frequency, and calculate on this basis the transmission effect that can reach according to different transmission frequency, thereby, can finally determine and select which kind of transmission frequency as required.
What need to further illustrate is, in the ordinary course of things, two sample groups can realize the technical scheme that the embodiment of the present application proposes, but, in concrete processing scene, also can increase the quantity of sample group, to obtaining more test data, make result more accurate, adopt to be greater than many groups sample sets of two and to carry out above-mentioned processing.
But, the consideration of calculating for convenience, no matter the actual quantity of sample group that adopts is how many, based on the resulting effective marketing rate of each group, determine that the process of core parameter is all to take the data of two sample groups to carry out as unit, therefore, in the situation that adopt many each sample groups to realize the technical scheme that the embodiment of the present application proposes, can adopt following several mode specifically to carry out:
Mode one, a plurality of sample sets are divided into groups, each grouping comprises two sample sets, respectively each grouping is determined to core parameter, by further processing, determined each core parameter is merged into a core parameter again, such processing can comprise linear conclusion, the disposal route such as average, can select according to the actual needs.
Mode two, by effectively market the respectively statistics of rate of a plurality of sample sets, resulting statistics is carried out respectively to combination of two arbitrarily, and definite corresponding core parameter, again by further processing, determined each core parameter is merged into a core parameter, such processing can comprise linear conclusion, and the disposal route such as average, can select according to the actual needs.
By above explanation, can be found out; no matter adopt which kind of above-mentioned mode; all to process accordingly with most basic two sample Zu Wei units; therefore; the processing procedure of two sample groups of specifically take in the embodiment of the present application describes as example, and such describing mode can't affect the application's protection domain.
Step S104, according to default marketing strategy, according to described marketing effectiveness parameter and user, experience parameter, determine the transmission frequency of periodic group marketing mail.
In concrete processing scene, the processing of this step at least comprises two kinds of concrete processing modes:
Mode one, curve of output view, the figure of take is determined transmission frequency as basis.
First, according to marketing effectiveness parameter and user under described different transmission frequency, experience parameter, generate marketing effectiveness curve and user and experience curve.
Then, for above-mentioned graph curve, concrete processing can be further divided into following two kinds of situations:
(1) to user, show that described marketing effectiveness curve and user experience curve view, so that user carries out the determining of transmission frequency of periodic group marketing mail according to default marketing strategy.
In such cases, above-mentioned graph curve can be used as reference data intuitively, and graph curve itself is continuous, compare discontinuous numerical value, the variation tendency that can more fully reflect parameter, therefore, directly export above-mentioned graph curve, can be more easily as definite foundation of follow-up transmission frequency.
For this kind of situation, the output of graph curve is more that the definite of concrete transmission frequency undertaken by user as the presenting of data reference, and certainly, can be also to determine by the processing rule of user preset.
(2) according to default marketing strategy, and described marketing effectiveness curve and user experience the longitudinal axis value relativity of curve, determines the transmission frequency of periodic group marketing mail.
Similar with (1), adopt continuous parametric line can more comprehensively reflect corresponding variation tendency, therefore, according to default set pattern really, can directly according to longitudinal axis value, determine two relativities between parameter, and and then definite transmission frequency of expecting.
Mode two, output parameter numerical value, the numerical value of take is determined transmission frequency as basis.
According to default marketing strategy, and described marketing effectiveness parameter and user experience the value relativity of parameter, determines the transmission frequency of periodic group marketing mail.
Compare graph curve, concrete parameter values has feature more accurately, therefore, also can directly according to concrete parameter value, only remember value relativity, according to default set pattern really,, determines transmission frequency.
Compared with prior art, the technical scheme that the embodiment of the present application proposes at least has the following advantages:
By application the application's technical scheme, according to different transmission frequency, to the terminal in two sample groups, send respectively marketing mail, according to corresponding statistical information, determine that marketing effectiveness parameter and user experience parameter, and according to relevant parameter and default marketing strategy, determine the transmission frequency of periodic group marketing mail, thereby, can obtain according to quantitative transmission data statistics the transmission effect rule information of this marketing mail, concrete processing procedure is simple, and can automatically complete, final definite transmission frequency has taken into account marketing effectiveness and user experiences, not only realized the accurate calculating of marketing mail transmission frequency, and avoided mass data statistics, or the complex process brought of non-directional sample data collection.
Below in conjunction with the accompanying drawing in the application and concrete application scenarios, the technical scheme in the application is carried out to clear, complete description, obviously, described embodiment is a part of embodiment of the application, rather than whole embodiment.Embodiment based in the application, the every other embodiment that those of ordinary skills obtain under the prerequisite of not making creative work, belongs to the scope that the application protects.
As shown in Figure 2, for the embodiment of the present application propose a kind of for determining the schematic diagram of the system of periodic group marketing mail transmission frequency, in this system, comprise that frequency determines equipment and sample group, each sample group comprises a plurality of terminals.
In concrete application scenarios, the quantity of sample group is at least two groups, certainly, also can be many groups, and concrete sample group allocation plan is pre-configured determines equipment to frequency.
As previously mentioned, no matter the concrete quantity of sample group is how many, all take two sample groups as processing basis, therefore, specifically in the present embodiment take two sample groups and describes as example.
What two sample groups were set is numbered A and B, its terminal comprising is respectively A1, A2......Ax and B1, B2......By, the terminal quantity comprising in each sample group can be determined according to actual conditions, the terminal quantity x and the y that in sample group A and sample group B, comprise can equate, also can be unequal, preferably, for follow-up statistical accuracy and convenience, the terminal quantity comprising in the more sample group of terminal quantity is not more than 3 times of the terminal quantity that comprises in another sample group.
Frequency determines that equipment comprises mail transmission/reception unit, statistic unit, data processing unit and frequency determining unit.
Wherein, mail transmission/reception unit is for respectively to the transmission marketing mail of the terminal periodic of each sample group, and the transmission cycle of each sample group is different, i.e. the different transmission frequency of aforesaid employing sends marketing mail to different sample groups.
For the rationality of statistics, mail transmission/reception unit at least will send at least two envelope marketing mails to each terminal, could embody under different transmission frequency, receives the user's of marketing mail reflection effect.
Mail transmission/reception unit can set in advance to the transmission frequency of sample group A and sample group B transmission marketing mail, concrete, in the present embodiment, it is 1 time/week that the transmission frequency that mail transmission/reception unit sends marketing mail to sample group A is set, and the transmission frequency that sends marketing mail to sample group B is 3 times/week.
In order to guarantee that the marketing mail that can both realize certain number of times to each terminal sends, the transmitting time that needs to set marketing mail is interval, in this time interval, according to above-mentioned transmission frequency, sends marketing mail respectively to each terminal in sample group.
In actual applications, for different sample groups, the setting of above-mentioned time interval can be the same or different, in the situation that can obtaining effective statistics, concrete time interval difference is set, can't affect the application's protection domain.
For convenience of description, in the present embodiment, arranging to the time interval of sample group A transmission marketing mail is 4 weeks, the time interval that sends marketing mail to sample group B is 3 weeks, therefore, according to above-mentioned transmission frequency setting, in corresponding transmitting time interval, mail transmission/reception unit has sent marketing mail 4 times to each terminal in sample group A altogether, and each terminal in sample group B has sent marketing mail 9 times.
Further, mail transmission/reception unit is also for receiving each terminal for the feedback of marketing mail, and such feedback form understands the effect of marketing mail.
Concrete marketing mail feedback mechanism can be by configure certain response condition in marketing mail, and trigger according to user the feedback that response condition returns to mail transmission/reception unit, add up the effect of marketing mail, in the embodiment of the present application, above-mentioned response condition can be realized by following several modes:
Mode one, user open mail and trigger response condition.
Mail transmission/reception unit sends marketing mail to the terminal in a sample group, in each marketing mail, carry a unique identification, when user opens mail, corresponding terminal to mail transmission/reception unit, send response (such as, read back and hold, or carry above-mentioned uniquely identified message etc.), circular mail Transmit-Receive Unit user has opened this mail, statistic unit carries out record, finally know the quantity N1 of the marketing mail of being opened by user, this quantity N1 is the marketing effectiveness data of marketing mail.
Mode two, user clicks on links trigger response condition.
In the content of the marketing mail that mail transmission/reception unit sends in the terminal in a sample group, carry link, when user clicks this link, corresponding terminal need to send to mail transmission/reception unit response, the number of mail N2 of link clicked in statistic unit record by user, this quantity N2 is the marketing effectiveness data of marketing mail.
Mode three, tracking arrange the statistics of the effect that realizes statistics marketing mail.
Mail transmission/reception unit carries to follow the tracks of and arranges in sent Mail Contents, user, accessed specific website or arrived tracking during the time limit, terminal directly sends response message to statistic unit, in this response message, carry the Visitor Logs of user terminal, statistic unit confirms whether this user has accessed specific website accordingly, thereby, obtaining the number of users N3 that has accessed specific website, this quantity N3 is the marketing effectiveness data of marketing mail.
It should be noted that; above-mentioned several modes are the given concrete example of the embodiment of the present application; in actual applications; can add up obtain user to the prerequisite of applicable cases of marketing mail under; other modes also can be applied to the technical scheme that the application proposes, and such variation does not affect the application's protection domain.
Further, the statistical information of the marketing effectiveness data of the above-mentioned marketing mail of statistic unit is all the statistics with sample Zu Wei unit, accordingly, also can add up mail transmission/reception unit and to this sample group, send the total quantity of marketing mail, aforesaid marketing mail sends total amount.
At statistic unit, completed after the statistical treatment of corresponding information, according to marketing effectiveness data and marketing mail, sent effective marketing rate that total amount is determined this marketing mail in respective sample group.
In the present embodiment, mail transmission/reception unit is according to the transmission frequency in 1 time/week, the marketing mail total quantity sending to sample group A is S1, and the total quantity of the feedback of receiving (being marketing effectiveness data) is R1, for sample group A, the determined effective marketing rate of statistic unit is X1=R1/S1, similar therewith, part Transmit-Receive Unit is according to the transmission frequency in 3 times/week, the marketing mail total quantity sending to sample group B is S3, and the total quantity of the feedback of receiving (being marketing effectiveness data) is R3, for sample group B, the determined effective marketing rate of statistic unit is X3=R3/S3.
On this basis, data processing unit, according to the result of statistic unit, continues to twist further and processes:
(1) according to effective marketing rate, determine core parameter.
The core parameter formula of institute's foundation is specially q
n/m=Xn/Xm.
Wherein, n and m represent respectively the transmission frequency of described two sample groups;
Xn represents that transmission frequency is the corresponding effective marketing rate of sample group of n;
Xm represents that transmission frequency is the corresponding effective marketing rate of sample group of m.
The scene proposing corresponding to the present embodiment, above-mentioned formula is q
1/3=X1/X3, by corresponding numerical value substitution, data processing unit is determined the value of core parameter q.
(2), according to core parameter, determine that marketing effectiveness parameter and user experience parameter.
Data processing unit is brought determined q into following formula:
Px＝q
(x-1)，
Wherein, x represents transmission frequency, and q represents core parameter, marketing effectiveness parameter when Px represents that transmission frequency is x;
Wy＝y*q
(y-1)-1，
Wherein, y represents transmission frequency, and q represents core parameter, and user when Wy represents that transmission frequency is y experiences parameter.
Preferably, the value of above-mentioned transmission frequency is natural number.
User when Px represents that transmission frequency is x experiences, and considers if in situation about sending without any marketing mail, user will not be subject to any interference, user is minimum to the fatigue strength of marketing mail, user now experiences the best, and therefore, establishing P0 value is 100%.
Effect amplification when Wy represents that transmission frequency is y, considers that marketing mail can not produce any marketing effectiveness if in situation about sending without any marketing mail, and marketing effectiveness is now the poorest, and therefore, establishing W0 value is 0.
By after the above-mentioned formula of value substitution of core parameter q, can determine that different transmission frequency values corresponding different marketing effectiveness parameter and user experience parameter.
Frequency determining unit is experienced parameter according to above-mentioned marketing effectiveness parameter and user, and transmission frequency is determined.
In aforesaid step S104, provided multiple definite mode, in the present embodiment, the concrete mode of determining transmission frequency according to graph curve that adopts.
For example, according to concrete numerical value, the graph curve of output as shown in Figure 3.
Wherein, curve 1 represents that user experiences parameter, and transmission frequency is higher, and it is poorer that user experiences, and curve 2 represents marketing effectiveness parameter, and transmission frequency is higher, and marketing effectiveness is better.
In this graph curve, transverse axis coordinate represents transmission frequency, has marked transmission frequency from the transmission frequency in 0 time/thoughtful 7 times/week in diagram, and follow-up other frequencies can the rest may be inferred.
According to above-mentioned graph curve, frequency determination module, according to default strategy, with the ratio between the respective value of ordinate of orthogonal axes, is determined and is selected which kind of transmission frequency.
In above-mentioned graph curve, along with increasing of transmission frequency, user experiences gradually and declines, and marketing effectiveness improves gradually, therefore, can, according to marketing Email Sender's expectation, between marketing effectiveness and user's experience, do and weigh in advance.
Below, according to different preset strategy examples, the deterministic process of transmission frequency is described respectively.
Strategy example one, restriction user experience parameter.
Marketing Email Sender thinks that user experiences to drop to before 50% can not affect corporate image, should on this basis marketing effectiveness be maximized, therefore, corresponding transverse axis value while directly the longitudinal axis value of curve 1 being 50%, be defined as the transmission frequency of this marketing mail, certainly, now corresponding transverse axis value is not integer, so, in order to facilitate practical operation, can select the maximum integer that is less than this transverse axis value as transmission frequency (reaching more than 50% requirement in order to meet user's experience), in the graph curve shown in Fig. 3, according to the determined transmission frequency of above-mentioned rule, it it is 4 times/week.
Strategy example two, restriction marketing effectiveness parameter.
Marketing Email Sender need to reach marketing effectiveness more than 80%, and not minding and cherishing to sacrifice corporate image is cost, therefore, corresponding transverse axis value while directly the longitudinal axis value of curve 2 being 80%, be defined as the transmission frequency of this marketing mail, certainly, now corresponding transverse axis value is not integer, so, in order to facilitate practical operation, can select the smallest positive integral that is greater than this transverse axis value as transmission frequency (reaching more than 80% requirement in order to meet marketing effectiveness), in the graph curve shown in Fig. 3, according to the determined transmission frequency of above-mentioned rule, it it is 4 times/week.
Strategy example three, consider user and experience parameter and marketing effectiveness parameter.
Marketing Email Sender arranges that user experiences parameter and marketing effectiveness parameter reaches the ratio of 1: 1, therefore, directly by the corresponding transverse axis value of the intersection point of curve 1 and curve 2, be defined as the transmission frequency of this marketing mail, certainly, now corresponding transverse axis value is not integer, so, in order to facilitate practical operation, the integer that can select to approach most this transverse axis value is as transmission frequency (experiencing the requirement that parameter and marketing effectiveness parameter reach the ratio of 1: 1 in order to meet user as far as possible), in the graph curve shown in Fig. 3, according to the determined transmission frequency of above-mentioned rule, it it is 3 times/week.
Certainly, in concrete application scenarios, can experience parameter by direct output above-mentioned marketing effectiveness parameter and user yet, by concrete operation rule, determine corresponding transmission frequency, such variation does not affect the application's protection domain.
By application the application's technical scheme, according to different transmission frequency, to the terminal in two sample groups, send respectively marketing mail, according to corresponding statistical information, determine that marketing effectiveness parameter and user experience parameter, and according to relevant parameter and default marketing strategy, determine the transmission frequency of periodic group marketing mail, thereby, can obtain according to quantitative transmission data statistics the transmission effect rule information of this marketing mail, concrete processing procedure is simple, and can automatically complete, final definite transmission frequency has taken into account marketing effectiveness and user experiences, not only realized the accurate calculating of marketing mail transmission frequency, and avoided mass data statistics, or the complex process brought of non-directional sample data collection.
Technical conceive based on identical with said method embodiment, the embodiment of the present application also provides a kind of equipment of definite periodic group marketing mail transmission frequency, as shown in Figure 4, comprising:
Sending module 41, for the transmission frequency according to different, the terminal in two sample groups sends respectively marketing mail;
Wherein, described statistical module 42, specifically for:
Receive the response message that the terminal in described sample sets is returned when triggering response condition, wherein, in the marketing mail of the terminal of described response condition in sending to described sample sets, arrange;
According to the quantity of the response message receiving, determine the corresponding marketing effectiveness data of described sample sets, meanwhile, according to the marketing mail of described sending module 41, send situation, determine described in each that the corresponding marketing mail of sample group sends total amount;
Respectively according to determined described in each the corresponding marketing mail of sample group send total amount and marketing effectiveness data, determine the corresponding effective marketing rate of described two sample groups.
In concrete processing scene, described generation module 43, specifically for:
According to the corresponding effective marketing rate of determined two the sample groups of described statistical module 42, and the transmission frequency of described two sample groups, determine core parameter;
According to described core parameter, and default marketing effectiveness formula and user experience formula, and the marketing effectiveness parameter and the user that generate under different transmission frequency experience parameter.
In concrete processing scene, described determination module 44, specifically for:
According to marketing effectiveness parameter and user under described different transmission frequency, experience parameter, generate marketing effectiveness curve and user and experience curve;
To user, show that described marketing effectiveness curve and user experience curve view, so that user carries out the determining of transmission frequency of periodic group marketing mail according to default marketing strategy; Or,
According to default marketing strategy, and described marketing effectiveness curve and user experience the longitudinal axis value relativity of curve, determines the transmission frequency of periodic group marketing mail.
In concrete processing scene, described determination module 44, specifically for:
According to default marketing strategy, and described marketing effectiveness parameter and user experience the value relativity of parameter, determines the transmission frequency of periodic group marketing mail.
By application the application's technical scheme, according to different transmission frequency, to the terminal in two sample groups, send respectively marketing mail, according to corresponding statistical information, determine that marketing effectiveness parameter and user experience parameter, and according to relevant parameter and default marketing strategy, determine the transmission frequency of periodic group marketing mail, thereby, can obtain according to quantitative transmission data statistics the transmission effect rule information of this marketing mail, concrete processing procedure is simple, and can automatically complete, final definite transmission frequency has taken into account marketing effectiveness and user experiences, not only realized the accurate calculating of marketing mail transmission frequency, and avoided mass data statistics, or the complex process brought of non-directional sample data collection.
Through the above description of the embodiments, those skilled in the art can be well understood to the mode that the application can add essential general hardware platform by software and realize, and can certainly pass through hardware, but in a lot of situation, the former is better embodiment.Understanding based on such, the part that the application's technical scheme contributes to prior art in essence in other words can embody with the form of software product, this computer software product is stored in a storage medium, comprise that some instructions are with so that a computer equipment (can be personal computer, server, or the network equipment etc.) carry out the method described in each embodiment of the application.
It will be appreciated by those skilled in the art that accompanying drawing is the schematic diagram of a preferred embodiment, the module in accompanying drawing or flow process might not be that enforcement the application is necessary.
It will be appreciated by those skilled in the art that the module in the device in embodiment can be distributed in the device of embodiment according to embodiment description, also can carry out respective change and be arranged in the one or more devices that are different from the present embodiment.The module of above-described embodiment can be merged into a module, also can further split into a plurality of submodules.
Disclosed is above only several specific embodiments of the application, and still, the application is not limited thereto, and the changes that any person skilled in the art can think of all should fall into the application's protection domain.
Claims (13)
1. a definite method for periodic group marketing mail transmission frequency, is characterized in that, comprising:
According to different transmission frequency, the terminal in two sample groups sends respectively marketing mail;
According to the corresponding marketing mail of sample group described in each, send total amount and marketing effectiveness data respectively, determine the corresponding effective marketing rate of described two sample groups;
According to the corresponding effective marketing rate of described two sample groups, generate marketing effectiveness parameter and user and experience parameter;
According to default marketing strategy, according to described marketing effectiveness parameter and user, experience parameter, determine the transmission frequency of periodic group marketing mail.
2. the method for claim 1, is characterized in that, the corresponding marketing effectiveness data of described sample sets, specifically obtain by following manner:
In the marketing mail of the terminal in sending to described sample sets, response condition is set;
Receive the response message that the terminal in described sample sets is returned when triggering this response condition;
According to the quantity of the response message receiving, determine the corresponding marketing effectiveness data of described sample sets.
3. the method for claim 1, is characterized in that, described according to the corresponding effective marketing rate of described two sample groups, generates marketing effectiveness parameter and user and experiences parameter, specifically comprises:
According to the corresponding effective marketing rate of described two sample groups, and the transmission frequency of described two sample groups, determine core parameter;
According to described core parameter, and default marketing effectiveness formula and user experience formula, and the marketing effectiveness parameter and the user that generate under different transmission frequency experience parameter.
4. method as claimed in claim 3, is characterized in that, described according to the corresponding effective marketing rate of described two sample groups, and the transmission frequency of described two sample groups, determines the mode of core parameter, specifically comprises:
According to following formula, determine core parameter q:
q
n/m＝Xn/Xm；
Wherein, n and m represent respectively the transmission frequency of described two sample groups;
Xn represents that transmission frequency is the corresponding effective marketing rate of sample group of n;
Xm represents that transmission frequency is the corresponding effective marketing rate of sample group of m.
5. method as claimed in claim 4, is characterized in that,
Described default marketing effectiveness formula, is specially:
Px＝q
(x-1)，
Wherein, x represents transmission frequency, and q represents core parameter, marketing effectiveness parameter when Px represents that transmission frequency is x;
Described default user experiences formula, is specially:
Wy＝y*q
(y-1)-1，
Wherein, y represents transmission frequency, and q represents core parameter, and user when Wy represents that transmission frequency is y experiences parameter.
6. the method for claim 1, is characterized in that, described according to default marketing strategy, according to described marketing effectiveness parameter and user, experiences parameter, determines the transmission frequency of periodic group marketing mail, specifically comprises:
According to marketing effectiveness parameter and user under described different transmission frequency, experience parameter, generate marketing effectiveness curve and user and experience curve;
To user, show that described marketing effectiveness curve and user experience curve view, so that user carries out the determining of transmission frequency of periodic group marketing mail according to default marketing strategy; Or,
According to default marketing strategy, and described marketing effectiveness curve and user experience the longitudinal axis value relativity of curve, determines the transmission frequency of periodic group marketing mail.
7. the method for claim 1, is characterized in that, described according to default marketing strategy, according to described marketing effectiveness parameter and user, experiences parameter, determines the transmission frequency of periodic group marketing mail, specifically comprises:
According to default marketing strategy, and described marketing effectiveness parameter and user experience the value relativity of parameter, determines the transmission frequency of periodic group marketing mail.
8. the method as described in any one in claim 1-7, is characterized in that, the terminal quantity comprising in described two sample groups, specifically meets following relation:
The terminal quantity comprising in the sample group that comprises more terminal quantity is not more than 3 times of the terminal quantity that comprises in another sample group.
9. an equipment for definite periodic group marketing mail transmission frequency, is characterized in that, comprising:
Sending module, for the transmission frequency according to different, the terminal in two sample groups sends respectively marketing mail;
Statistical module, for sending total amount and marketing effectiveness data according to the corresponding marketing mail of sample group described in each respectively, determines the corresponding effective marketing rate of described two sample groups;
Generation module, for the corresponding effective marketing rate of described two sample groups of adding up according to described statistical module, generates marketing effectiveness parameter and user and experiences parameter;
Determination module, for the marketing strategy according to default, the described marketing effectiveness parameter and the user that according to described generation module, generate experience parameter, determine the transmission frequency of periodic group marketing mail.
10. equipment as claimed in claim 9, is characterized in that, described statistical module, specifically for:
Receive the response message that the terminal in described sample sets is returned when triggering response condition, wherein, in the marketing mail of the terminal of described response condition in sending to described sample sets, arrange;
According to the quantity of the response message receiving, determine the corresponding marketing effectiveness data of described sample sets, meanwhile, according to the marketing mail of described sending module, send situation, determine described in each that the corresponding marketing mail of sample group sends total amount;
Respectively according to determined described in each the corresponding marketing mail of sample group send total amount and marketing effectiveness data, determine the corresponding effective marketing rate of described two sample groups.
11. equipment as claimed in claim 9, is characterized in that, described generation module, specifically for:
According to the corresponding effective marketing rate of determined two the sample groups of described statistical module, and the transmission frequency of described two sample groups, determine core parameter;
According to described core parameter, and default marketing effectiveness formula and user experience formula, and the marketing effectiveness parameter and the user that generate under different transmission frequency experience parameter.
12. equipment as claimed in claim 9, is characterized in that, described determination module, specifically for:
According to marketing effectiveness parameter and user under described different transmission frequency, experience parameter, generate marketing effectiveness curve and user and experience curve;
To user, show that described marketing effectiveness curve and user experience curve view, so that user carries out the determining of transmission frequency of periodic group marketing mail according to default marketing strategy; Or,
According to default marketing strategy, and described marketing effectiveness curve and user experience the longitudinal axis value relativity of curve, determines the transmission frequency of periodic group marketing mail.
13. equipment as claimed in claim 9, is characterized in that, described determination module, specifically for:
According to default marketing strategy, and described marketing effectiveness parameter and user experience the value relativity of parameter, determines the transmission frequency of periodic group marketing mail.
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| CN201210278121.3A CN103578014A (en) | 2012-08-07 | 2012-08-07 | Method and device for determining sending frequency of periodic marketing mails |
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| CN201210278121.3A CN103578014A (en) | 2012-08-07 | 2012-08-07 | Method and device for determining sending frequency of periodic marketing mails |
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Application publication date: 20140212 |