JP2005182261A - Direct mail management method and direct mail management device - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a direct mail management method and device capable of inducing clients to perform a promotion for acquiring the necessary number of persons who react by the much smaller number of distribution. <P>SOLUTION: The attribute information of members being the target of a direct mail is classified by each layer, and managed in a database. The request information of a direct mail from a client is received, and the specific layer is selected, and charging information corresponding to each layer is presented to the client. At that time, charging is made lower according as information with much higher accuracy is acquired. A direct mail to the members corresponding to the attribute information belonging to the specific layer is prepared and distributed to the members in response to a request from the client. Response information to the direct mail is acquired, and the attribute information of the members is reclassified by each layer based on the acquired contents. Also, the totaled response information is presented to the client. <P>COPYRIGHT: (C)2005,JPO&NCIPI

Description

  The present invention relates to a method and apparatus for managing direct mail, and more particularly, to a method and apparatus for managing a member to whom direct mail is to be sent when direct mail is distributed.

  Direct mail (DM) using e-mail is widely used as part of business strategies such as market trend surveys and sales promotion activities. There are various ways to improve the accuracy of the survey by distributing direct mail. As an example, a member to whom direct mail is distributed is managed by a database (DB) or the like, and a direct mail is distributed by selecting a member based on management information.

  For example, in Patent Document 1, OneToOne marketing that narrows down the transmission target group in advance using the core target group characteristics accumulated in the category of direct mail to be transmitted, and customizes the contents of the direct mail itself for each customer. Thus, a system for performing direct mail dispatch processing that is more marketingally effective with a small number of direct mail dispatches is disclosed.

  Also, Patent Document 2 discloses a marketing system in which contents of sales promotion activities and customer responses to the contents are registered in a database as a history, and a good customer can be selected and approached using the history. Has been.

  On the other hand, on behalf of requests from external companies (clients), a number of agency services for promotions (direct mail distribution) are also performed. For example, Patent Document 3 discloses a system that adds a questionnaire with a discount to product information, automatically aggregates questionnaires from users who have accessed the product information, and provides this automatically aggregated marketing information to a marketing information purchaser. ing.

  Further, Patent Document 4 discloses a mail proxy system in which various information such as event introduction information can be transmitted to a customer continuously for a certain period by an agent requested by an advertiser.

JP 2002-117211 (Figs. 1 and 2) JP 2002-15115 A (FIGS. 2 and 7) JP 2001-325422 A (FIG. 5) JP 2002-352108 A (FIG. 2)

  Companies that order direct mail delivery services (clients) generally request the maximum number of deliveries at the minimum cost from the agency service that undertakes direct mail delivery in order to get more response. Is. On the other hand, for direct mail recipients (members), the frequency of direct mail increases, and the chance of sending direct mail with less interesting content also increases. Therefore, there is a possibility that the member's rejection reaction to direct mail increases.

  Therefore, a prior application (Japanese Patent Application No. 2002-185214) has been invented as a method for avoiding an increase in member rejection. In the prior application, mail recipients can only receive information from specified companies using the communication line such as the Internet. For companies that distributed information by themselves, the mail distribution business is changed to a mail distribution outsourcing company. The purpose is to provide a system that can be outsourced and obtain marketing information from an email distribution outsourcing company.

  In general, the direct mail delivery service tries to reduce the number of deliveries as much as possible in order to avoid an increase in member rejection. Under such conditions, the agency service uses the member database to grasp the interests of the members, and extracts members who are interested in the theme that the company (client) wants to appeal. By distributing direct mail only to the extracted members, it tries to acquire the required number of responders with a smaller number of distributions.

  However, the previous system does not have a mechanism for guiding the client so that the promotion for acquiring the necessary number of responders can be performed with a smaller number of distributions. In other words, the direct mail delivery proxy service that reduces the member's rejection reaction is realized, and the system does not make the request for the proxy service more attractive.

  An object of the present invention is to provide a mechanism that guides a client so that a promotion for acquiring a necessary number of responders can be performed with a smaller number of distributions.

  In order to achieve the above object, according to the first aspect, the direct mail management method according to the present invention classifies member attribute information subject to direct mail into layers and manages them in association with fee information in a database. To do. In addition, the direct mail management method creates a direct mail to the member corresponding to the attribute information belonging to a specific layer, distributes it to the member terminal device of the member, acquires response information for the distributed direct mail, and acquires it Based on the contents of the response information, the member attribute information is reclassified according to a predetermined standard and the database is updated. Further, one or more layers are identified in response to the direct mail request information sent from the client terminal device, and fee information corresponding to each identified layer is presented to the client terminal device. Then, upon receiving a direct mail ordering request from the client terminal device, a direct mail for members belonging to a predetermined layer corresponding to the ordering request is created and distributed to the member terminal device of the member.

  Furthermore, according to the second aspect, the direct mail management device according to the present invention includes a database that manages the attribute information of members who are direct mail targets by classifying them in association with fee information. Also, a network connection unit for connecting to the member terminal device and the client terminal device via the network, a client response unit for transmitting / receiving information about the client terminal device via the network connection unit, and a transmission from the client terminal device And a request analysis unit that analyzes the direct mail request information received by the client response unit. Furthermore, a response creation unit is provided that sends fee information for direct mail requests or direct mail total information to the client terminal device via the client response unit. In addition, a DM target extraction unit that extracts the contents of the direct mail transmission target members and direct mail, a DM creation unit that creates direct mail based on the information extracted by the DM target extraction unit, and a DM target extraction unit A DM delivery unit that delivers the direct mail created by the DM creation unit to the extracted member terminal device of the member via the network connection unit; Furthermore, a member response unit that acquires response information of the distributed direct mail via the network connection unit and a response analysis unit that analyzes the response information acquired by the member response unit are provided. Further, based on the analysis result of the request analysis unit, the member information belonging to the layer corresponding to the attribute information managed in the database is selected and output to the DM target extraction unit, or the fee information is output to the response creation unit, and the response Based on the response information analyzed by the analysis unit, the database management unit reclassifies the database attribute information by layer and outputs the response information analyzed by the response analysis unit to the response creation unit as aggregate information.

  According to the present invention, members who are interested in a theme that a company (client) wants to appeal to are extracted, and direct mail is distributed only to the extracted members. Therefore, the frequency of direct mail received by the member is reduced, and the possibility that direct mail with less interesting contents is sent is reduced, so that the rejection reaction of the member can be reduced.

  Further, according to the present invention, there is provided a mechanism for guiding a client so that a promotion for acquiring a necessary number of responders can be performed with a smaller number of distributions. Therefore, the cost-effective improvement can be expected for the client, and the appeal of the request for the agency service increases.

  Hereinafter, embodiments of the present invention will be described with reference to the accompanying drawings. FIG. 1 is a block diagram showing a system according to an embodiment of the present invention. The direct mail management device 1 is connected to a plurality of member terminal devices 2 and client terminal devices 3 via a network 4. The network 4 is a network that executes transmission and reception of data such as the Internet.

  The direct mail management device 1 classifies the attribute information of members who are the targets of direct mail by layer, manages the information in association with the charge information presented to the client, and based on the response result to the distribution of direct mail to the members. It operates to reclassify member attribute information by layer.

  The member terminal device 2 receives the direct mail used by the member and sent from the direct mail management device 1, and notifies the direct mail management device 1 of the response result to the received direct mail.

  The client terminal device 3 is used by a company (client) that orders a distribution service using direct mail. The client orders a direct mail distribution service from the direct mail management apparatus 1 in order to request a promotion by direct mail. At that time, charge information for the request is presented from the direct mail management device 1. In addition, the direct mail management apparatus 1 notifies the result of the distribution service by direct mail, for example, total information.

  Next, the internal configuration of the direct mail management device 1 will be described. FIG. 2 is a block diagram showing an internal configuration of the direct mail management apparatus according to the embodiment of the present invention. The direct mail management device 1 includes a network connection unit 10, a member database 11, a database management unit 12, a DM target extraction unit 13, a DM creation unit 14, a DM distribution unit 15, a member response unit 16, a response analysis unit 17, and a client response unit. 18, a request analysis unit 19 and a response creation unit 20.

  The network connection unit 10 is an interface unit for the network 4 of the direct mail management device 1, and executes data transmission / reception between the member terminal device 2 and the client terminal device 3 via the network 4.

  The member database 11 classifies and stores the attribute information of members who are the targets of direct mail according to layer. In addition, fee information to be presented to the client is also stored.

  The database management unit 12 manages the member database 11. That is, based on the analysis result of the request analysis unit 19, the member information belonging to the layer corresponding to the attribute information managed in the member database 11 is selected and output to the DM target extraction unit 13, or the charge information is sent to the response creation unit 20. Output. Further, based on the response information analyzed by the response analysis unit 17, the attribute information of the member database 11 is reclassified by layer, and the response information analyzed by the response analysis unit 17 is output to the response creation unit 20 as aggregate information. .

  The DM target extraction unit 13 obtains member information from the database management unit 12 and extracts information on members to be sent direct mail and information on direct mail creation.

  The DM creation unit 14 creates a direct mail based on the information extracted by the DM target extraction unit 13.

  The DM distribution unit 15 distributes the direct mail created by the DM creation unit 14 to the member terminal device 2 of the member extracted by the DM target extraction unit 13 via the network connection unit 10.

  The member response unit 16 receives the distributed direct mail response information from the member terminal device 2 via the network connection unit 10. Alternatively, access status information is obtained from a predetermined site.

  The response analysis unit 17 analyzes the response information acquired by the member response unit 16.

  The client response unit 18 transmits and receives information with the client terminal device 3 via the network connection unit 10.

  The request analysis unit 19 analyzes the direct mail request information sent from the client terminal device 3 and received by the client response unit 18.

  The response creation unit 20 sends fee information for direct mail request or direct mail total information to the client terminal device 3 via the client response unit 18.

  The direct mail management device 1 is configured as described above, and classifies member attribute information that is the object of direct mail into layers and manages them in the member database 11. Also, a direct mail to the member corresponding to the attribute information belonging to a specific layer is created and distributed to the member terminal device 2 of the member, and response information for the direct mail is acquired. Further, the member attribute information is reclassified based on the acquired content, and the content of the member database 11 is updated.

  Therefore, by distributing direct mail so as to acquire predetermined attributes, member attribute information is classified into layers in the member database 11 with high accuracy. By selecting members who belong to a group with a small number of members, that is, members who can grasp customer attributes with higher accuracy, difficulty in acquiring information, scarcity of information, etc. The reaction by direct mail can be obtained more reliably. In addition, the frequency of receiving direct mail is reduced, and the member is less likely to receive direct mail with less interesting content.

  Furthermore, in accordance with the direct mail request information sent from the client terminal device 3, a direct mail for members having attribute information belonging to a specific layer is created and distributed to the member terminal device 2. At this time, the fee information presented to the client is a value determined depending on the number of members belonging to the layer and / or attribute information.

  In this case, for example, the fee information for each stratification indicates that the tier with the smaller number of members belongs to the lower fee, and the promotion to acquire the required number of responders with a smaller number of distributions can be performed. A mechanism for guiding clients is provided. Therefore, the cost-effective improvement can be expected for the client, and the attractiveness of the request for the agency service is increased.

  Next, regarding a specific embodiment, the structure and operation flow of the member database 11 and the database management unit 12 which are main parts of the direct mail management device 1 will be mainly described.

  FIG. 3 is a diagram showing the structure of the main part of the direct mail management apparatus according to the embodiment of the present invention. In FIG. 3, the database management unit 12 includes a level selection unit 31, a DB extraction unit 32, a data creation unit 33, and a DB change unit 34.

  The level selection unit 31 designates predetermined attributes and levels in the member database 11 in order to obtain data for creating and distributing direct mail from the direct mail request information analyzed by the request analysis unit 19.

  The DB extraction unit 32 selects a member belonging to the specified attribute and level specified, obtains the address information of the member terminal device of the member from the member database 11, and outputs it to the DM target extraction unit 13. Also, predetermined attribute and level information that is a basis for creating a direct mail is also passed to the DM target extraction unit 13.

  The data creation unit 33 mainly has two functions. First, based on fee information corresponding to a predetermined attribute and level in the member database 11 specified by the level selection unit 31 based on the direct mail request information analyzed by the request analysis unit 19, the fee and the like are determined by the client. It is a function to present to. The second function is to obtain response information obtained as a result of distribution of direct mail to members from the response analysis unit 17 and present the totaled result to the client as total information. These fee information and tabulation information are sent to the response creation unit 20.

  The DB changing unit 34 obtains the analysis result of the response information from the member from the response analyzing unit 17 and controls registration, change, and disappearance of the link (association) to the attribute and level to which the member belongs in the member database 11. .

  Next, the structure in the member database 11 will be described. Members that are subject to direct mail are classified and managed in the member database 11 by layer. That is, based on the attribute information of the member, it is associated with a plurality of attributes (attribute A, attribute B,...) And levels (level 1, level 2,... Level N) within the attribute. In addition, fee information is stored in the fee information storage unit 35 in association with the attribute and the level in the attribute.

  FIG. 4 shows how members are associated. FIG. 4 is a diagram for explaining association in the database of member attributes according to the embodiment of the present invention. For example, member A belongs to level 2 of attribute A and level 3 of attribute B, and member B belongs to level 3 of attribute B and level 3 of attribute L. In addition, the member C indicates that it moves (changes) from the level M of the attribute L to the level 3 of the attribute L. This movement occurs depending on the content of the direct mail response result described later. Further, the member P indicates that it newly belongs to the level K of the attribute A (registration). This also occurs depending on the contents of the direct mail response result described later.

  Specific examples of attributes include age, gender, residential area, internet history, network connection, hobbies (for example, car enthusiasts, that is, who have subscribed to direct mail of car information), family (for example, elementary school students) For example, children who have purchased educational materials for children), network access status (for example, night life, that is, there are many late-night reactions), and the like. On the other hand, for example, if the attribute is age, the level is classified into 60 or more, 40 to 50s, 20 to 30s, less than 20 and the like. In addition, if it is a hobby, the click history (number of times) of related sites, the purchase history (number of times) of related articles, and the like can be given.

  In FIG. 3, the number of members schematically shows the number of links belonging to each attribute and level. The number of links varies depending on the content of the direct mail response result, and the number of links is P1, P2, and P3. To change. Also, attribute information that belongs to attributes and levels with a small number of links, such as a1, can be grasped with high accuracy, information acquisition is difficult, or information is scarce. If selected, it can be said that high accuracy can be expected in the response.

  On the other hand, the fee to be presented in response to the request from the client is calculated based on the fee information stored in the fee information storage unit 35 corresponding to the layer (attribute and level). It is desirable to determine fee information depending on the layer and the number of members belonging to the layer. In this case, for example, the fee for each tier can be determined so that the tier with a smaller number of members belongs to a lower fee, and the client can be guided.

  FIG. 5 is a diagram illustrating an example of data for fee calculation according to the embodiment of the present invention. FIG. 5A shows the expected response result when a direct mail is sent to a member belonging to a certain attribute level, that is, the degree to which the answered response can be expected, as a numerical value, and charges are determined accordingly. . For example, the expected reaction result when a direct mail is sent to a member of level 2 is 5, and the fee (relative ratio) is 5.

  FIG. 5B shows the expected response result with respect to the number of direct mails (number of transmissions) sent to members belonging to a certain level of a certain attribute, that is, the degree to which the answered response can be expected. According to the above. For example, the expected reaction result when sending 50,000 direct mails is 5, and the charge (relative ratio) is 5.

  The actual fee is set by a combination of FIG. 5 (a) and FIG. 5 (b). The setting is preferably set so that the combination using the most advanced attribute information (with the minimum number of transmissions) is the cheapest for the same expected reaction result. By adjusting the cost-effectiveness in this way, it is possible to guide the client company to select a promotion using a highly accurate attribute.

  For example, in order for a client to obtain a result of 8 or more as a reaction result by sending a direct mail, the use of the level is not necessary for 100,000 transmissions, and the use of customer attributes of level 2 or higher for 50,000 transmissions It is necessary to use level 1 customer attributes for 10,000 transmissions. Of the combinations in FIG. 5, the combination of 10,000 transmissions and attribute level level 1 indicates that the charge is the lowest.

  Next, the operation flow of the direct mail management device 1 will be described.

  FIG. 6 is a diagram showing an operation flow of the direct mail management apparatus at the time of member registration / change according to the embodiment of the present invention. In FIG. 6, the process starts at step S0 when a new member who is a target of direct mail is acquired or when member information is updated.

  In step S1, a direct mail is created. The contents of the direct mail are input to the direct mail management apparatus 1 from an input device (not shown) or the like. Alternatively, it is created by editing a template file (not shown) stored in the direct mail management device 1. Further, when acquiring a new member to be a target of direct mail, address information of a candidate member's terminal is input to the direct mail management apparatus 1 from an input device (not shown) or the like.

  In step S2, the mail is delivered to the terminal address of the member who is the target of the created direct mail.

  In step S3, a reply to the delivered direct mail is waited. If there is a reply, the process proceeds to step S5, and if there is no reply, the process proceeds to step S4.

  In step S4, it is determined whether or not a timeout has occurred. If the timeout has occurred, the process ends in step S7. If not timed out, the process returns to step S3 and a response is determined.

  In step S5, the content of the reply mail is analyzed, and the process proceeds to step S6.

  In step S6, the attribute information of the member who has responded from the analysis result is determined at which level of which attribute, the link is reconfigured, and the process ends in step S7.

  In the above steps, the case of one member has been described. However, in the case of a plurality of members, step S3 to step S6 are performed in parallel.

  Further, it has been explained that a direct mail in question format is created in step S1, and a response to the direct mail is received by mail in steps S3 to S5. However, the present invention is not limited to this, and the direct mail created in step S1 includes information indicating the site where the question is described, and the access status of the member who delivered the direct mail, that is, an action history such as a click. Information or purchase information based on direct mail may be observed with another device (not shown), or another company may be requested to obtain information, and the result may be obtained and analyzed. .

  The direct mail management device 1 operates as described above, and obtains declaration information and response information when a new member to be direct mail is acquired, or response information when the member information is updated, The link information based on the member attribute information is constructed, and the contents of the member database 11 are updated.

  In the above description, the example in which the company that operates the direct mail management apparatus 1 acquires a new member or acquires a member information update result has been described. However, this is not necessarily limited to this. For example, obtain information about members owned by other companies, or ask other companies to obtain information about members, and in other words, build or change database links based on the information obtained, in other words, member declaration information The direct mail management device 1 may be configured as described above.

  FIG. 7 is a diagram illustrating an operation flow of the direct mail management apparatus in response to a request from a client according to the embodiment of the present invention. In FIG. 7, the process starts in step S10 according to the direct mail request information from the client.

  In step S <b> 11, the direct mail management device 1 receives direct mail request information sent from the client terminal device 3.

  In step S12, the contents of the received request information are analyzed, and a menu based on fee information as described with reference to FIG. 5 is created and presented to the client.

  In step S13, the client selects an appropriate menu and notifies the result to the direct mail management apparatus 1.

  In step S14, the direct mail management device 1 analyzes the request information sent from the client terminal device 3 and selects a layer having predetermined attribute information.

  In step S15, a direct mail corresponding to the selected layer is created.

  In step S16, the created direct mail is distributed to members belonging to the selected layer.

  In step S17, a reply to the delivered direct mail is awaited. If there is a reply, the process proceeds to step S19, and if there is no reply, the process proceeds to step S18.

  In step S18, it is determined whether or not a timeout has occurred. If the timeout has occurred, the process proceeds to step S21. If not, the process returns to step S17 to determine a response.

  In step S19, the content of the reply mail is analyzed, and the process proceeds to step S20.

  In step S20, the attribute information of the member who has responded from the analysis result is determined at which level of which attribute, the link is reconfigured, and the process proceeds to step S21.

  In step S21, the direct mail reply result or information that there was no reply is compiled and notified to the client terminal device 3, and the process ends in step S22.

  In the above steps, the case of one member has been described. However, in the case of a plurality of members, step S17 to step S20 are performed in parallel.

  Further, it has been described that a direct mail in question format is created in step S15, and a response to the direct mail is received by mail in steps S17 to S19. However, the present invention is not limited to this, and the direct mail created in step S15 includes information indicating the site where the question is described, and the access status of the member who delivered the direct mail, that is, an action history such as a click. Information or purchase information based on direct mail may be observed with another device (not shown), or another company may be requested to obtain information, and the result may be obtained and analyzed. .

  The direct mail management device 1 operates as described above, distributes direct mail to a predetermined member based on a direct mail request from the client, aggregates the results, and provides the result to the client. The client can obtain appropriate information at a predetermined fee according to the menu.

  In addition, the direct mail management device 1 holds data with higher accuracy by updating the contents of the member database 11 based on the response status of the member to the direct mail, the access status of the member, and the like. That is, by repeating the execution of the operation cycle shown in FIG. 6 or FIG. 7, it is possible to provide a circulation type direct mail delivery service that can make more use of member assets. Therefore, the value of the member assets managed by the database can be increased in a proxy mail delivery service (promotion by e-mail or the like) from an external company.

  Furthermore, it is also possible to plan a promotion specialized in the purpose for acquiring specific attribute information on the agency service side. In this case, the client asks the client to prepare necessary products as a theme to appeal. In this case, the price information may be changed so that the promotion cost is a price setting with a discount as a reward for the cooperation of the client.

  In the direct mail proxy service, it is possible to carry out highly accurate promotions by direct mail, and it is expected to improve the response rate such as click rate and site stay time in Internet advertisement.

It is a block diagram which shows the system which concerns on embodiment of this invention. It is a block diagram which shows the internal structure of the direct mail management apparatus which concerns on embodiment of this invention. It is a figure showing the structure of the principal part of the direct mail management apparatus based on the Example of this invention. It is a figure explaining the matching in the database of the member attribute which concerns on the Example of this invention. It is a figure which shows the example of the data for the charge calculation which concerns on the Example of this invention. It is a figure showing the operation | movement flow of the direct mail management apparatus at the time of member registration / change concerning the Example of this invention. It is a figure showing the operation | movement flow of the direct mail management apparatus with respect to the request from the client which concerns on the Example of this invention.

Explanation of symbols

DESCRIPTION OF SYMBOLS 1 Direct mail management apparatus 2 Member terminal apparatus 3 Client terminal apparatus 4 Network 10 Network connection part 11 Member database 12 Database management part 13 DM object extraction part 14 DM preparation part 15 DM delivery part 16 Member response part 17 Response analysis part 18 Client response Unit 19 Request analysis unit 20 Response creation unit 31 Level selection unit 32 DB extraction unit 33 Data creation unit 34 DB change unit 35 Fee information storage unit

Claims (10)

It is a direct mail management method in which attribute information of members who are subject to direct mail is classified by layer and associated with fee information and managed in a database,
Creating a direct mail to the member corresponding to attribute information belonging to a specific layer and distributing it to the member terminal device of the member;
Obtaining response information for the delivered direct mail;
Reclassifying the member attribute information according to a predetermined standard based on the content of the acquired response information, and updating the database by executing,
In response to direct mail request information sent from the client terminal device, identifying one or more of the layers;
Presenting the fee information corresponding to each identified layer to the client terminal device, and receiving a direct mail order request from the client terminal device,
A direct mail management method comprising: creating a direct mail to the member belonging to a predetermined layer corresponding to the order request and distributing the direct mail to the member terminal device of the member.   The data representing the member is linked to a predetermined layer classified in the database based on the member's attribute information, and the link is linked to another layer based on the response information for delivery of direct mail to the member. The direct mail management method according to claim 1, wherein the direct mail management method is changed to:   The attribute information is information determined corresponding to at least one of the purchase information of the member, a response status of the member's past direct mail, the access status of the member, and the declaration information of the member. The direct mail management method according to claim 1 or 2.   The direct mail management method according to claim 1, wherein the fee information for each layer is a value determined depending on the number of members belonging to the associated layer and / or the attribute information.   5. The direct mail management method according to claim 4, wherein the fee information for each layer is information indicating that a layer having a smaller number of members belongs to a lower fee. A database that manages the attribute information of members who are the subject of direct mail, categorized by layer and associated with fee information,
A network connection unit for connecting to the member terminal device and the client terminal device via the network;
A client response unit for transmitting and receiving information with the client terminal device via the network connection unit;
A request analysis unit that analyzes the direct mail request information sent from the client terminal device and received by the client response unit;
A response creation unit that sends the charge information for the request for direct mail, or aggregated information for direct mail to the client terminal device via the client response unit;
DM target extraction unit that extracts the contents of direct mail and members to be sent direct mail,
A DM creation unit for creating a direct mail based on the information extracted by the DM target extraction unit;
A DM distribution unit that distributes the direct mail created by the DM creation unit to the member terminal device of the member extracted by the DM target extraction unit via the network connection unit;
A member response unit for acquiring response information of the distributed direct mail via the network connection unit;
A response analysis unit that analyzes the response information acquired by the member response unit;
Based on the analysis result of the request analysis unit, the member information belonging to the layer for the attribute information managed in the database is selected and output to the DM target extraction unit, or the fee information is output to the response creation unit,
Database management for reclassifying the attribute information of the database by layer based on the response information analyzed by the response analysis unit and outputting the response information analyzed by the response analysis unit as the aggregate information to the response creation unit And
A direct mail management device comprising:   The database management unit links the data representing the member to a predetermined layer classified on the database of the system that manages the direct mail based on the attribute information of the member, and for the delivery of the direct mail to the member 7. The direct mail management apparatus according to claim 6, wherein the link is changed to another layer based on a response result.   The attribute information is information determined corresponding to at least one of the purchase information of the member, a response status of the member's past direct mail, the access status of the member, and the declaration information of the member. The direct mail management device according to any one of claims 6 and 7.   7. The direct mail management apparatus according to claim 6, wherein the fee information is a value determined depending on the number of members belonging to the layer and / or the attribute information. 10. The direct mail management apparatus according to claim 9, wherein the fee information is information indicating that a layer having a smaller number of members belongs to a lower fee.

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