JP2006215593A - Method for investigating opening rate of direct mail - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide an opening rate investigation method of direct mail for allowing a company possessing a member information database to investigate a DM opening rate efficiently even if a DM issuing company does not have the mail address information of DM recipients. <P>SOLUTION: The opening rate investigation method of a direct mail comprises a step for comparing member information registered at the member information database of the company possessing the member information database with the delivery destination information of the direct mail dispatched by a direct mail delivery company for extracting information on members who are the recipients of the direct mail; a step for transmitting questionnaire information for examining the opening situation addressed to a mail address registered at the extracted member information from a server of a company possessing the member information database; a step where the company possessing the member information database receives a reply electronic mail to the questionnaire information; a step where the company possessing the member information database totals the reply information of the reply electronic mail; and a step for calculating the opening rate based on the totalled reply information. <P>COPYRIGHT: (C)2006,JPO&NCIPI

Description

  The present invention is based on a request from a DM issuing company based on a request from a direct mail sending company (hereinafter also referred to as DM issuing company) in which a member information database holding company sends out direct mail (hereinafter also referred to as DM). The present invention relates to a method for investigating an opening rate of a shipped DM.

Conventionally, DM is issued as a means of sales promotion.
These DMs may be sent to a home by mail using a postal medium such as a postcard or a sealed letter, or may be delivered by e-mail using the Internet.
However, even if a DM is issued, the person who receives the DM may discard it without opening it, or delete the received e-mail without looking at the contents of the DM delivered by e-mail. is there.
Therefore, even if the DM issuer issues the DM at a high cost, the DM issuer may be worried about whether the DM recipient actually sees the contents of the DM, or the viewpoint of cost effectiveness. Therefore, there is a problem that the effect of DM cannot be predicted.

In order to eliminate such anxiety, for example, in the case of DM issuance using e-mail using the Internet, whether or not the DM recipient who sent by e-mail has viewed the received e-mail of DM A technique for making such a determination is already known. (For example, refer to Patent Document 1)
JP 2002-15224 A

However, when a DM is issued by mail using a postal medium such as a postcard or a sealed letter, there is no means for checking whether or not the DM has been opened by the recipient of the DM. There is a problem that it is not known how much the information transmission situation has been achieved.
In other words, in a DM using a mail medium, in the first stage, it is important whether or not the recipient of the mailed DM has opened the DM, and the DM recipient does not open the DM. If it is thrown away as it is, there is no effect of issuing DM, and there is no point in issuing DM at a cost to promote sales.

  In such a case, if the DM issuing company has the mail address information of the recipient of the DM, the DM issuing company can check the opening status of the DM using e-mail. There is a problem that the DM issuing company often does not obtain the email address information of the recipient of the DM, and it is impossible to check the opening status in-house.

  In order to solve the above-mentioned problems, the present invention is a DM issuing company that has issued a DM made of postal media, even if the mail address information of those DM recipients is not obtained, An object of the present invention is to provide a method for checking the opening rate of a direct mail so that the opening rate of a DM can be efficiently checked based on a request from the DM issuing company.

  In the method for checking the opening rate of direct mail according to the present invention, a member information database holding company that manages the distribution of e-mails to members registered in the member information database sends out direct mail. A method for investigating the opening rate of the direct mail based on a request from a direct mail shipping company, the member information registered in the member information database held by the member information database holding company, and the direct mail shipping company Collating with shipping address information of the sent direct mail and extracting the member information of the member who is the recipient of the direct mail from the members registered in the member information database; and the member information database Register to the extracted member information from the server of the holding company Sending questionnaire information for checking the opening status of direct mail to the e-mail address, and the member information database holding company sends reply e-mail to the questionnaire information via the Internet. Receiving the response information in the member information database holding company, calculating the reply rate of the direct mail based on the totaled response information, It is characterized by having.

  In addition, the direct mail open rate investigation method of the present invention includes a step of transmitting from the server of the member information database holding company to the server of the direct mail sending company via the Internet.

  According to the direct mail open rate survey method of the present invention, a member information database holding company transmits DM questionnaire opening status information by e-mail to members registered in the member information database, and the response information. Therefore, even if the DM issuing company does not know the mail address of the DM recipient, it is possible to efficiently check the opening rate by collecting information using the Internet.

  Further, the direct mail opening rate investigation method of the present invention has an effect that information on the DM opening rate investigated by the member information database holding company can be sent to the client side in a short time via the Internet.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.
FIG. 1 is a system configuration diagram according to the embodiment of the present invention, FIG. 2 is a diagram for explaining the flow of processing according to the embodiment of the present invention, and FIG. 3 is a member information database according to the embodiment of the present invention. 4 is a diagram showing a breakdown of member information registered in FIG. 4, FIG. 4 is a diagram showing a breakdown of shipping destination information registered in the DM shipping destination information database according to the embodiment of the present invention, and FIG. It is a flowchart figure which shows the process sequence which concerns on embodiment.

  As shown in FIG. 1, the direct mail open rate investigation method according to the embodiment of the present invention has a member information database 8 and manages the distribution of e-mails to members registered in the member information database 8. The member information database holding company 1 opens the DM to the members registered in the member information database 8 using e-mail via the Internet 11 based on a request from the DM issuing company 2 that sends the DM. It is to investigate the rate.

The DM issuing company 2 produces a large number of DMs 4 using postal media such as postcards, sealed letters, etc., and sends them by mail.
The DM issuing company 2 includes a server 6 having a DM shipping information database 5 in which destination information and the like of these shipped DMs 4 are registered, and a terminal 7 connected to the server 6.
The server 6 is communicably connected to the Internet 11.

The member information database holding company 1 includes a server 9 having a member information database 8 in which member information of its own members is registered, a terminal 10 connected to the server 9, and the like.
The server 9 is communicably connected to the Internet 11.

  Further, each of the member homes 3 of the member information database holding company 1 is provided with a terminal 12 communicatively connected to the Internet 11, and the Internet 11 is connected to the server 9 of the member information database holding company 1. The system is configured such that transmission / reception by electronic mail can be performed via the Internet.

  The member information database holding company 1 provides various information to the members registered in the member information database 8 using the Internet 11, distributes questionnaire information, and respondents to the questionnaire information. By offering services such as giving presents by lottery, we will endeavor to build good relationships on a daily basis so that we can receive as many reply emails as possible for survey information delivered to members. Yes.

In the member information database 8 held by the member information database holding company 1, for example, information such as a member number, name, address, e-mail address, gender, age, and job type is registered as shown in FIG. Yes.
Also, in the DM shipping information database 5 held by the DM issuing company 2, as shown in FIG. 4, for example, information such as a shipping management number, name, address, postal code, and contents of the shipment is registered.

By collating the information registered in the member information database 8 with the information registered in the DM shipping information database 5, in the case of the same person, matching information is registered in the respective databases. It is necessary to be.
In the registration information of each database described above, the name and the address match, so that it can be determined that the two registration information are the registration information of the same person.

Next, the processing procedure of the direct mail opening rate investigation method according to the embodiment of the present invention will be described based on FIG. 2 and the flowchart shown in FIG.
First, the member information database holding company 1 receives the DM shipping destination information from the server 6 of the DM issuing company 2 to obtain the DM shipping destination information sent by the DM issuing company. (Step S1)

As a method for obtaining the shipping destination information of the DM, a method for obtaining the shipping destination information by data transmission according to the data amount of the shipping destination information, or storing the shipping destination information of the DM in a storage medium, and the storage medium. Various methods such as a method of sending the information to the member information database holding company 1 can be used.
Therefore, as described above, the present invention is not limited to the transmission method of DM shipping destination information.

Then, the member information database holding company 1 that has acquired the DM shipping destination information performs a collation process between the member information registered in its own member information database 8 and the DM shipping destination information obtained from the DM issuing company 2. Do. (Step S2)
In the collation by this collation processing, collation can be performed based on various kinds of unique information such as a telephone number, name, address, date of birth, etc. that can identify an individual, or a combination of the plural pieces of unique information.

Next, the member information of the member that has been verified and matched in the result of the verification process is extracted from the members registered in the member information database 8. (Step S3)
Then, from the server 9 of the member information database holding company 1, questionnaire information for examining the DM open status is delivered to the e-mail address registered as the extracted member information via the Internet 11. . (Step S4)
The sent questionnaire information is read by the member who received it, and the response information for the questionnaire information from the members is sent from the member terminals of those members to the server of the member information database holding company by e-mail from time to time. Will come.

  Although reply e-mails that are responses to these sent questionnaire information do not necessarily arrive from all members sent by the member information database holding company 1, it is necessary to receive as many reply e-mails as possible. Therefore, it is preferable to add a privilege service such as winning a present by lottery from among respondents.

Then, the server 9 of the member information database holding company 1 receives a reply e-mail that is a reply to the sent questionnaire information via the Internet 11. (Step S5)
Next, the member information database possessing company 1 stores the reply information of the reply e-mails in the storage means of the server 9 and totals them. (Step S6)
Then, after a predetermined period of time has passed, the DM opening rate is calculated based on the collected answer information. (Step S7)

  As a method of calculating the opening rate of DM, a method of calculating the opening rate by calculating the ratio of the number of members who answered that the DM was opened to the total number of emails of the replies collected, or In order to prevent you from noticing that you are checking that it has been opened, put in the questionnaire information the contents of a question that you should not know unless you open the DM, and you can answer the question There are methods such as calculating the ratio of the number of members.

Further, the member information database holding company 1 transmits information on the calculated DM opening rate from its server 9 to the server 6 of the DM issuing company 2 as the survey requester via the Internet 11. (Step S8)
Through the above processing, the member information database possessing company 1 can check the DM open rate requested by the DM issuing company 2 and inform the DM issuing company 2 of it.

1 is a system configuration diagram according to an embodiment of the present invention. It is a figure for demonstrating the flow of the process which concerns on embodiment of this invention. It is a figure which shows the breakdown of the member information registered into the member information database which concerns on embodiment of this invention. It is a figure which shows the breakdown of the shipping destination information registered into DM shipping destination information database which concerns on embodiment of this invention. It is a flowchart figure which shows the process sequence which concerns on embodiment of this invention.

Explanation of symbols

1 Member information database holding company
2 DM issuer
3 Member's house
4 DM
5 DM Shipping Information Database
6 servers
7, 10, 12 terminals
8 Member information database
11 Internet

Claims (2)

The member information database holding company that owns the member information database and manages the distribution of e-mail to the members registered in the member information database, based on a request from a direct mail sending company that sends direct mail, A method of investigating the open rate of emails,
The member information registered in the member information database held by the member information database holding company and the direct mail shipping destination information sent by the direct mail shipping company are collated, and the member information registered in the member information database is checked. Extracting member information of a member who is a recipient of the direct mail from among,
Sending questionnaire information for checking the opening status of direct mail from the server of the member information database holding company to the mail address registered in the extracted member information, via the Internet;
The member information database holding company receiving a reply email to the questionnaire information via the Internet;
Totaling reply information of the reply email in the member information database holding company;
Based on the aggregated answer information, calculating a direct mail opening rate;
A method for investigating the opening rate of direct mail, characterized by comprising: 2. The direct mail open rate survey according to claim 1, further comprising a step of transmitting the open rate from the server of the member information database holding company to the server of the direct mail sending company via the Internet. Method.

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