KR100804156B1 - A analytical system and method of effect for e-mail marketing - Google Patents

Abstract

According to the present invention, an email receiver moves to a homepage of a target website that provides a web site of interest by clicking a specific interest element within a mail message after receiving the email, and analyzes the behavior of the email through analyzing the behavior of recipients in various websites. The present invention relates to an analysis system and method for measuring the number of points of communication. More specifically, a mail sender uses a HTTP protocol for a mail message of an e-mail system using an SMTP protocol to analyze a behavior in a target website of a mail receiver. (E.g., Hyper Link) and an analysis element (a unique identifier of a mail recipient), when the email is sent, the receiver receives the contents of the target website through the inflow of the target website through the link element inserted in the message. E-mail recipients that are viewed and subsequently on the web site E-mail recipients to analyze and measure the effectiveness of email marketing through the online behavior and the online behavior analysis system is on its way.

As described above, the email receiver online behavior analysis system according to the present invention includes, in addition to the email address and contents of the mail receiver, an analysis element for identifying whether the mail receiver is moving to the target website and an image of the email recipient, and an image in the email body or the like. A mail sending module that adds a linking element such as Hyper Link so as to move to a homepage of a target website, such as a phrase, and sends it to a mail receiver, and after the mail is sent, the mail receiver checks the full text of the mail. When the user moves to the target website and starts online action, the receiving module receives the record according to the online behavior of the mail receiver at a predetermined period from the target website and transmits the record according to the online behavior of the mail receiver from the receiving module. To analyze the behavior of mail recipients It includes an analysis module that measures the effectiveness of email marketing. It includes the one-way message delivery area, which is the main role of the existing SMTP protocol, and the target website (by clicking a specific hyperlink) after receiving the mail. Analysis system that includes behavior analysis after visiting the HTTP Protocol, and, in this way, email marketing through email online behavior analysis after recipients (HTTP Protocol) behavior that could not be determined by the existing SMTP protocol. It is characterized by the configuration of the system so that the effectiveness of the system can be measured.

Customer analysis, mail, website, behavior, analysis, disposition, taste, reception, transmission, log

Description

Online behavior analysis system of email recipients and its method {A analytical system and method of effect for e-mail marketing}

1 is a conceptual diagram of an email marketing effect analysis system according to the present invention;

2 is a flow chart of an email marketing effect analysis method according to the present invention.

※ Explanation of code of drawing

10: mail sending module 20: mail receiver

30: analysis site 40: receiving module

50: analysis module 60: target marketing module

70: database

The present invention relates to a system and method for measuring the effectiveness of email marketing through online behavioral analysis of mail recipients.

In the existing email sending system, after the mail is sent, the mail recipient's response is limited to whether or not the mail recipient is opened, or clicked on a specific area of the mail body.

In the prior art as described above, there is no associated connection element and analysis element between the target website and the email message, which causes the actual effect of the sent email, and whether or not the email recipient moves to the target website after the email is sent. The e-mail recipient's behavior such as browsing, movement, and purchase of the page on the target website could not be analyzed, and according to the classification of the e-mail recipient's gender, age, region, occupation, etc. There is an implementation problem in that it is not possible to systematically secure a mail receiver's disposition, such as whether the interest is high.

The present invention has been proposed to solve the above problems,

After the mail protocol (SMTP Protocol), the mail recipient visits the mail recipient's website on the target website (HTTP Protocol) after clicking the connection element set in the specific image and text of the mail message attached to the mail message received by the mail receiver. Afterwards, we analyze and quantify how and how actions (pageviews, page navigation paths, purchases of goods, etc.) occur, and measure the effectiveness of email marketing, as well as the specific age, gender, The purpose of this study is to enable e-mail recipients to understand the online behavioral trends according to their location and occupation.

Email recipient online behavior analysis system according to the present invention for achieving the above object is

Complete the mail message by inputting the email address and contents of the mail receiver to send the mail from the mail sender, and the target website such as images or phrases in the body of the email so that the mail message can be clicked on to the target website. If the mail sending module and the mail receiver checks the full text of the mail by adding a linking element that can be moved to the homepage of the mail and the mail receiver clicks on the website linking element, the user moves to the target website and starts online action. Receiving module for receiving a record according to the online behavior of the mail receiver at a predetermined period from the target website and an analysis for receiving and receiving the record according to the online behavior of the mail receiver from the receiving module to analyze and quantify the online behavior of the mail receiver using the same Characterized by including a module .

And the email receiver online behavior analysis method according to the present invention

a) Using the mail sending module, input the email address and contents of the mail receiver to send the mail from the mail sender, complete the mail message, and click the link to the website so that the mail recipient can click to the target website. In addition, sending to the mail recipient;

b) When the mail receiver checks the full text of the mail by using a receiving module, goes to the target website by following the link to the website, and starts online action, according to the online behavior of the mail receiver at a predetermined period from the target website. Receiving a record; and

c) The analysis module receives a record according to the online behavior of the mail receiver from the receiving module and uses the analysis module to analyze and quantify the results of the online behavior of the mail receiver.

Hereinafter, a detailed configuration of the present invention will be described with reference to the accompanying drawings.

Email marketing effect analysis system according to the present invention, as shown in Figure 1, basically, the mail sending module 10, the receiving module 40, the analysis module 50, the database 70 and the target marketing module 60 ) And so on.

Here, the e-mail receiver online behavior analysis system according to the present invention can access the online server equipped with the mail sending module provided by the present invention by the mail sender, and use the present invention by logging in with a normal ID and password, thereby enabling the present invention to be used. On the premise of

In addition, the mail sender presupposes that the emails of the plurality of mail receivers 20 to which the mail is to be sent are constructed in advance and stored as data, and the mail sending module 10 is configured to send the mails from the mail sender even if the mail is not constructed. It is assumed that the e-mail of (20) can be directly input.

Next, the components of the email recipient online behavior analysis system according to the present invention will be described in detail.

The mail sending module 10 transmits a mail to the mail receiver 20 using a communication network such as the Internet, and includes a product generator (not shown) and a database 70.

The mail sending module 10 basically receives the email address of the mail receiver 20 from the user, and builds it in the database 70.

The production generator receives a mail message from a user.

In this case, the mail message means not only the contents directly input by the user, but also classified and arranged data collected by the sender of the mail according to the purpose, and the mail production stored separately using a separate editor or a separate program. A production that has been modified in the same way as editing a source.

Wherein the mail sending module 10 is a mail receiver 20 when the user checks the mail message to the mail message, using a link (Hyper-Link) to components such as images and phrases in a specific location of the mail message 20 Click on the corresponding link to display the target website 30 that can be moved automatically.

The target website 30 may be a website according to a separate contract with the mail sending module 10 of the present invention, such as a shopping mall or a portal site, or a site directly operated by an online server on which the mail sending module is mounted. As known, the target website 30 is configured such that when a user visits a specific web page of the target website 30 to view a specific content, the read record is recorded and stored as a web log.

Therefore, the mail receiver 20 moves to the target website 30 by following the link provided in the received mail, and the mail receiver 20 reads the content, that is, the online action, on the target website 30. (20) will be stored as a weblog.

Therefore, in order to record the webpage visit according to the mail receiver 20 moved to the target website 30, the mail sending module uses a separate content parsing engine to assign the unique identifier of the mail receiver 20 to the mail message. Encoded, encrypted and inserted, the source code is as follows.

<html>

...........

 <Encoded and encrypted string of target website address / personal information> <figure to click to move mail recipient to analysis site>

..........

</ html>

Here, the encoded, encrypted string of the personal information is usually

OHsHgk6eCiGnwr5nYMwmiwFXFi1jiyxp0elEhiHoSwOQx9MN6IAAtuhkaKQhVBuGRkBjhZKH6eHUzCf4 / pZlInPlH3F0Sm3u6Mr6kozLm2Hlp9s.

Here, the character string according to the encoded encrypted personal information secures the customer information of the mail receiver after decoding and decrypting when the analysis module to be described later performs the web analysis of the mail receiver 20.

Eventually the mail sending module 10 to the mail

An image clicked by the mail receiver 20 to insert the homepage address of the target website 30, then insert the unique identifier of the mail recipient 20, and then go to the target website 30. And phrases.

Accordingly, when the recipient who received the mail message reacts to the mail and clicks the corresponding image and moves along the link to the target website 30, the target website 30 displays the mail receiver in the weblog as follows. 20) Online behavior record is outputted.

<Time at which the recipient viewed the specific content on the target website> <IP address of the recipient at the target website recognized by the target website> <port number of the target website> <list viewed or purchased at the target website> <Encrypted personal information of the recipient of the mail> <Address of the website of the target website> <Address of the target website visited by the recipient

Accordingly, as described above, the target website 30 includes the time when the mail receiver 20 reads the specific web page of the target website 30, the IP address of the mail receiver 20, the address of the visited specific web page, The encrypted unique identifier of the mail receiver 20 is output on one line.

Accordingly, the mail receiver performs various online actions after moving to the target website 30, and these actions are recorded in the web logs by the target website 30, respectively.

Therefore, when the mail receiver 20 visits a specific web page on the target website 30, the address of the web page visited in the <address of the target website visited by the mail receiver> is recorded, and the mail receiver ( When 20) adds or actually pays a product to be purchased in a shopping cart through the target website 30, the contents are recorded in the <list of mail recipients viewed or purchased on the target website 30>.

Therefore, as described above, when the target website 30 analyzes the web logs of the mail receiver 20 and records them at regular intervals, the receiving module residing (temporarily installed or created) on the target website 30 is The weblog is received from the target website 30 at regular intervals, and the receiving module transmits the received weblog to the analysis module 50 by using an FTP protocol according to a resetting period. do.

 Accordingly, the analysis module 50 analyzes and digitizes the result of the online behavior of the mail receiver 20 using the record according to the online behavior of the mail receiver 20 received from the reception module 40 and analyzes the propensity. .

This may analyze the product purchase probability of the mail receiver 20 (the sales amount of a specific product relative to the number of the mail receiver 20), and the likelihood of analyzing the mail receiver 20 accordingly.

This means that the analysis server usually receives the IP of the document string into which the analysis factor is inserted through the analysis of each web string based on the product purchase history on the target website 30 of the mail receiver 20. By defining an IP, the web log to be analyzed later recognizes the IP as a receiver, and analyzes the behavioral tendency of the mail receiver 20 through string analysis corresponding to the receiver.

As a result, the target marketing module 60 analyzing the propensity of the mail receiver 20 from the analysis module 50 transmits a specialized mail message according to the propensity of the mail receivers 20 or a mail receiver according to the mail message. (20) can be selected and sent separately to maximize the efficiency of email marketing.

Hereinafter, an e-mail marketing effect analysis method according to the present invention will be described with reference to FIG. 2.

First, by using the mail sending module 10 receives the email address and the contents of the mail receiver 20 to send mail from the mail sender to complete the mail.

In addition, a link is added to the mail message so that the mail receiver 20 can move to the target website 30. When the mail receiver 20 moves to the target website 30, the target website 30 is added. In order to recognize that the moved mail receiver 20 is an analysis target of the analysis module, an encrypted unique identifier of the mail receiver 20 is inserted into the mail message and transmitted to the mail receiver 20.

Accordingly, when the mail receiver 20 checks the mail message and clicks an image connected to the mail message by the link to the target website 30, the mail receiver 20 moves to the target website 30 along the link. .

Here, the image may be advertising phrases of various products sold on the target website 30, may be promotional text of the target website 30, and various phrases for inducing a click of the mail receiver 20 may be recorded. Can be.

Next, when the mail receiver 20 initiates an online action such as viewing and purchasing a product on the target website 30, the receiving module 40 online from the target website 30 at regular intervals. Depending on the action, you will receive a record in a weblog format.

Next, the analysis module 50 receives the record according to the online behavior of the mail receiver 20 from the receiving module 40, and analyzes the propensity of the mail receiver 20 by using this.

In this case, the analysis module 50 decrypts the personal information encrypted in the record of the weblog form according to the online behavior of the mail receiver 20 received from the target website 30 at regular intervals, Unique identifiers enable personality analysis based on personal information.

Accordingly, by using the target marketing module 60, the target advertisement can be transmitted based on the analysis result of the propensity of the mail receiver 20 of the analysis module.

According to the present invention by the above configuration,

In the mail message received by the mail receiver, a hyper link is taken to the target website in a specific image and text that induces the user to move to the homepage of the target website. After moving to the target website through online behaviors such as purchase of goods, and through the online behavior analysis such as the purchase of the effect of email marketing is measured.

Therefore, after the visitor visits the target website through the link to the target website attached to the mail message, how much reaction (page view, page movement path, purchase of goods, etc.) occurs using the analysis module Analyze and quantify the effectiveness of email marketing, as well as use the analysis and digitized data to determine the propensity of mail recipients according to a specific age, gender, region, etc. Through the analysis of behavior in the target website, it is possible to analyze the actual effect of email marketing.

Claims (10)

delete Complete the mail by inputting the email address and the contents of the mail receiver to send the mail from the mail sender, and add a link to the mail message to lead to the analysis site by clicking the mail recipient. Moving to, the mail sending module for transmitting the analysis site to the mail receiver including the analysis factor in the mail so that the analysis site can recognize that the mail recipient is the analysis target of the analysis module; When the mail receiver including the analysis factor checks the full text of the mail and moves to the analysis site according to the link and starts online action, the analysis receives a web log record according to the online behavior of the mail receiver at a predetermined period from the analysis site. Receiving module provided at the site; And And an analysis module for receiving a record according to the online behavior of the mail receiver from the receiving module and analyzing the propensity of the mail receiver using the same. The method of claim 2, E-mail marketing effect analysis system further comprises a target marketing module for transmitting a target advertisement to the mail recipient based on the analysis results of the mail receiver's propensity of the analysis module. The method of claim 2, The online action of the mail receiver is an email marketing effect analysis system, characterized in that any one or more of a web page, a product view or a product purchase record visited by the mail receiver. The method according to any one of claims 2 to 4, The mail sending module is an email marketing effect analysis system, characterized in that by inserting the encrypted personal information of the mail recipient in the mail message, the analysis module decrypts the personal information again, so as to know the personal information of the mail recipient. delete a) using the mail sending module to input the mail address and contents of the mail receiver to send the mail from the mail sender to complete the full text of the mail, and add a link so that the mail recipient can click to the analysis site, When the mail receiver moves to an analysis site, transmitting the mail receiver including an analysis factor to a mail receiver to recognize that the mail receiver to which the analysis site is moved is an analysis target of an analysis module; b) When the mail receiver including the analysis factor checks the full text of the mail using the reception module provided at the analysis site, moves to the analysis site along the link and starts online action, the mail is periodically transmitted from the analysis site. Receiving a weblog record according to the online behavior of the receiver; And c) receiving the record according to the online behavior of the mail receiver from the receiving module by using the analysis module and analyzing the propensity of the mail receiver using the same. The method of claim 7, wherein E-mail marketing effect analysis method further comprising the step of sending a target advertisement to the mail recipient based on the analysis results of the mail receiver's propensity of analysis module using the target marketing module. The method of claim 7, wherein The online action of the mail receiver is an email marketing effect analysis method, characterized in that any one or more of the web page, the product view or product purchase records visited by the mail receiver. The method according to any one of claims 7 to 9, In a) By inserting the encrypted personal information of the mail receiver into the mail message using the mail sending module, the analysis module decrypts the personal information again, so that the mail recipient's personal information can be known. Analytical Method.

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