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メールのCVR向上施策_110831
1.
メルマガの CVR 向上施策
2011.08.31 村木 純太
2.
報告内容 メール自動最適化配信について -自動最適化配信とは(概要、配信仕様、メリット)
-テスト結果 -レポートについて
3.
メール自動最適化配信について
4.
メール自動最適化配信とは 1つの配信リストと、複数パターンの原稿(件名または本文)を入稿すると、 自動でテスト配信、本配信を行い、メールの効果を最大化する仕組みです。
自動最適化 配信 従来の 配信 A 案 50% B 案 50% 開封率 15% 開封率 12% 負けた案にも 50% 配信される のでロスが多い 本配信 (配信リストの 100% ) A 案 2.5% B 案 2.5% プレ配信 (配信リストの 5% ) 開封率 15% 開封率 12% A 案 95% 本配信 (配信リストの 95% ) 開封率 15% 勝った案にだけ 残りが配信される のでロスが少ない 従来の配信との違い(イメージ)
5.
配信仕様 1つの配信リストと複数の原稿(件名 or
本文)を入稿 プレ配信 プレ配信予約日時に、プレ配信数だけ配信 ※ 配信依頼時に指定 ・プレ配信日時 ・プレ配信数 プレ配信でクリック率が最も高い原稿(勝った原稿)を抽出 本配信開始 本配信 抽出した原稿を残りのリスト全てに配信
6.
メリット ・均等配信する場合に比べて、効果の高い原稿の配信数が少ない ・配信リストが1つで済む(データリクエストの抑制)
・配信作業が1回で済む(配信担当者の負荷軽減)
7.
8.
テスト実例についての資料が見たい方は、 村木までお問い合わせください テスト実例