| 摘要: | 在電子郵件行銷系統中如何將會員分群，並依照不同屬性的會員寄送客製化的電子行銷郵件是很重要的課題。這除了可以減少電子郵件的發送數量，降低企業的發送成本之外，亦可以減少會員的反感，造成取消訂閱甚至檢舉為垃圾信的風險。
本研究以RFM模型為基礎，並以個案公司的電子郵件行銷平台進行實驗，以驗證RFM模型是否可以運用在電子郵件行銷系統的顧客價值分析。同時，並試圖瞭解不同的電子郵件格式以及收信裝置是否會影響電子郵件行銷的發送效果。
研究結果發現，忠誠度最高的40%會員佔整體會員開信、點閱及購買金額的比率分別為75%、72%及92%。這顯示此模型相當適合運用在電子郵件行銷系統，並可以協助企業掌握重要顧客以及行銷資源的分配。另外，研究也發現內容較單純的電子郵件，在行動裝置有較高的開信率。但可能由於行動裝置螢幕較小，所能顯示的資訊較為有限，而造成點閱率反而降低。另外，本研究發現有27%的會員使用行動裝置開信，顯示購物網站必需加強行動購物的機制，以提高電子郵件行銷系統的下單率。
How to group members into clusters, and send customized emails to members in different clusters, is an important problem in eMail Marketing Systems. This will not only reduce email traffics and cost for the business, but will also reduce members’ resentment to untargeted and unwelcome mailings, potentially resulting in cancelling subscription or reporting the mailing as spam.
This study enlisted a major client for an e-marketing company, chosen the RFM model as the basis of a email marketing campaign, and attempted to verify if the RFM model can act as an effective approach to customer value analysis. In addition, this study also attempted to examine whether differences in email layout and receiving devices would influence the effectiveness of the mailings.
Analysis reveals that the top 40% loyal members accounted for 75% of the total numbers of mails read, 72% of total numbers of clicks, and 92% of the total value of purchases. This shows that the model is well suited as an effective e-marketing tool, and can also support the businesses in mastering important customers and in the allocation of marketing resources. Furthermore, results also reveal that in view of the rise of mobile devices, emails with simpler content layout have a higher open rate by mobile device users, but the click through rate is lower, probably due to the limited information content that can be displayed on the smaller screens. Finally, 27% of the members used mobile devices to read mails, suggests that mobile device has become an important channel, that shopping sites need to strengthen the m-commerce mechanisms, in order to increase purchases. |
