跨国教育企业电子邮件营销系统的设计与实现
发布时间：2019-03-15 13:01
【摘要】：近几年，互联网经济迅猛发展，越来越多的人接受了通过网络进行消费的方式。对于企业来说，在传统的营销策略下，更多的加入了网络营销的手段，将自己的产品和服务推销给客户，而其中以电子邮件的销售方式（EDM：Email Direct Marketing）最为普遍。 对跨国教育企业来说，希望改变传统的纸质广告营销方式，，利用网络推广自己教育培训的产品和服务，建立自己的电子邮件营销系统，达到精准，快速，个性化的营销方式，提升用户的消费体验。当前面临的问题包括：电子邮件列表来源多，各系统维护自己的邮件列表，用户经常不能正常订阅和退订邮件；海量邮件的构造及发送迟缓；邮件个性化不足，邮件打开率和点击率较低；着陆页面（Landing Page，即当用户点击邮件链接后打开的页面）通过手工部署到全球各服务器的过程复杂，没有自动化的部署流程工具支持；以及无法追踪评估每次营销邮件发送的效果等等。 针对上述问题，本文在分析电子邮件营销系统需求的基础上，设计和实现了一套适合跨国教育企业的电子邮件营销系统。通过建立统一的邮件列表Web服务系统和构建分布式的邮件构造和发送系统，并将其部署在全球多个国家和地区，解决了邮件列表来源较多，邮件列表分布零散等的问题，提高了邮件的发送速度，降低了邮件的弹回率。在对用户信息进行个性化分析的基础上，建立个性化的课程邮件，制定触发型和非触发型的邮件发送规则，对邮件列表进行归类，从而达到精确的客户群定位，发送个性化的邮件，提高了邮件的打开率和点击率。在营销活动跟踪分析系统中，对邮件的发送和弹回情况进行分析，并根据邮件弹回的结果，自动对邮件列表进行退订处理，始终保持邮件列表的有效性。通过提供相应的营销活动跟踪分析报告，包括每次营销活动的打开率，邮件的点击情况和弹回率等统计，为营销人员做出决策发挥了作用。实现了自动化的着陆页面发布工具，提出了在页面部署后遇到的页面输出缓存和应用级别缓存的刷新解决方案，提高了着陆页面部署到全球各地服务器的效率。最后，为了能够评估营销活动的邮件发送和接收情况，设计了自动化的测试过程和方法，用以评估邮件从构造到发送出去所需要的时间，邮件发送后的弹回率，以及邮件进入垃圾邮箱的概率，总结了测试的结果。 本文设计的系统满足了市场营销人员通过电子邮件进行市场营销，从而达到能够快速，精准的找到客户和得到评估反馈的要求，并在某跨国教育企业进行了部署实施，取得了良好的效果。
[Abstract]:In recent years, with the rapid development of the Internet economy, more and more people have accepted the way of consumption through the Internet. For enterprises, in the traditional marketing strategy, more and more have joined the means of network marketing to promote their products and services to customers, and among them, e-mail sales (EDM:Email Direct Marketing) is the most common way. For multinational educational enterprises, they hope to change the traditional marketing methods of paper advertising, use the network to promote their own education and training products and services, establish their own e-mail marketing system, achieve accurate, rapid and personalized marketing mode. Improve the consumer experience. The current problems include: there are many sources of e-mail list, each system maintains its own mail list, users can not subscribe and unsubscribe mail normally, the construction and delivery of mass mail is slow. E-mail personalization is not enough, the opening rate and click-through rate of e-mail are lower; Landing page (Landing Page, (when the user clicks on the mail link to open the page) through manual deployment to the global server process is complex, there is no automated deployment process tools support; And can not track the impact of each marketing email sent, and so on. On the basis of analyzing the demand of E-mail marketing system, this paper designs and implements a set of E-mail marketing system suitable for multinational education enterprises. By establishing a unified mailing list Web service system and building a distributed mail construction and delivery system, and deploying it in multiple countries and regions around the world, the problems of more mailing list sources and scattered mailing lists are solved. It improves the speed of sending mail and reduces the bounce rate of mail. On the basis of personalized analysis of user information, this paper establishes personalized course mail, formulates the rules of email sending for touch style and non-touch style, and classifies the mailing list, so as to achieve accurate customer group positioning. Send personalized mail, improve the opening rate and click-through rate. In the marketing activity tracking analysis system, the sending and bouncing of e-mail is analyzed. According to the result of e-mail bounce, the e-mail list is automatically unsubscribed to keep the validity of E-mail list. Through providing the corresponding marketing activity tracking analysis report, including the opening rate of each marketing campaign, email click and bounce rate statistics, it plays a role for marketers to make decision-making. An automated landing page publishing tool is implemented, and a refresh solution for page output cache and application level cache encountered after page deployment is proposed, which improves the efficiency of landing page deployment to servers all over the world. Finally, in order to be able to evaluate the email sending and receiving of the marketing campaign, an automated test process and method was designed to evaluate the time required to construct and send the message, and the bounce rate after the mail was sent. And the probability of email entering the spam mailbox, summarized the results of the test. The system designed in this paper meets the marketing requirements of marketing personnel through e-mail, so as to find customers quickly and accurately and get feedback from evaluation, and it has been deployed in a multinational education enterprise. Good results have been achieved.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TP311.52
本文编号：2440646
[Abstract]:In recent years, with the rapid development of the Internet economy, more and more people have accepted the way of consumption through the Internet. For enterprises, in the traditional marketing strategy, more and more have joined the means of network marketing to promote their products and services to customers, and among them, e-mail sales (EDM:Email Direct Marketing) is the most common way. For multinational educational enterprises, they hope to change the traditional marketing methods of paper advertising, use the network to promote their own education and training products and services, establish their own e-mail marketing system, achieve accurate, rapid and personalized marketing mode. Improve the consumer experience. The current problems include: there are many sources of e-mail list, each system maintains its own mail list, users can not subscribe and unsubscribe mail normally, the construction and delivery of mass mail is slow. E-mail personalization is not enough, the opening rate and click-through rate of e-mail are lower; Landing page (Landing Page, (when the user clicks on the mail link to open the page) through manual deployment to the global server process is complex, there is no automated deployment process tools support; And can not track the impact of each marketing email sent, and so on. On the basis of analyzing the demand of E-mail marketing system, this paper designs and implements a set of E-mail marketing system suitable for multinational education enterprises. By establishing a unified mailing list Web service system and building a distributed mail construction and delivery system, and deploying it in multiple countries and regions around the world, the problems of more mailing list sources and scattered mailing lists are solved. It improves the speed of sending mail and reduces the bounce rate of mail. On the basis of personalized analysis of user information, this paper establishes personalized course mail, formulates the rules of email sending for touch style and non-touch style, and classifies the mailing list, so as to achieve accurate customer group positioning. Send personalized mail, improve the opening rate and click-through rate. In the marketing activity tracking analysis system, the sending and bouncing of e-mail is analyzed. According to the result of e-mail bounce, the e-mail list is automatically unsubscribed to keep the validity of E-mail list. Through providing the corresponding marketing activity tracking analysis report, including the opening rate of each marketing campaign, email click and bounce rate statistics, it plays a role for marketers to make decision-making. An automated landing page publishing tool is implemented, and a refresh solution for page output cache and application level cache encountered after page deployment is proposed, which improves the efficiency of landing page deployment to servers all over the world. Finally, in order to be able to evaluate the email sending and receiving of the marketing campaign, an automated test process and method was designed to evaluate the time required to construct and send the message, and the bounce rate after the mail was sent. And the probability of email entering the spam mailbox, summarized the results of the test. The system designed in this paper meets the marketing requirements of marketing personnel through e-mail, so as to find customers quickly and accurately and get feedback from evaluation, and it has been deployed in a multinational education enterprise. Good results have been achieved.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TP311.52
【引证文献】
相关硕士学位论文 前1条
1 苏菲;基于J2EE的电子邮件订阅分发系统的设计与实现[D];西安科技大学;2012年
本文编号：2440646
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