Design And Implementation On Email Direct Marketing Systems For Multinational Education Company

For the past few years, the business of internet has been developed faster; many peoplebegin to accept to consume the products from internet. With the traditional sales strategy, alot of companies add more internet trade approach to provide their better products andservices. EDM (Email Direct Marketing) is one of the universal marketing methods.Multinational English training company want to make use of internet, change thetraditional advertisement approach, and setup EDM systems. To improve the user consumerexperience, it needs to have the marketing method with precise, fast, personalization character.Current it's facing the issues including: a lots of email source import, existing systemsmaintenance their own email list, users usually cannot subscribe or unsubscribe the emailsubscriptions; huge numbers of emails are slow to be built and sent out; email personalizationis not enough, open rate and click rate is low; landing page (the pop up page when user clicksthe link in email) is complex to be deployed all over the world by manual, no tool toautomatically deploy the landing pages; cannot evaluate the email sending value, etc.For these issues, after analysis the general requirement of email direct marketing system,the paper describes the design and implementation for the EDM system which is suitable formultinational companies. By building the unified email subscription system with distributedstructure of email construction and sending system, it resolves the multiple import sourcesand widely scattered email lists, improves the efficiency of email construction and sending,cuts down the email bounce probability. Based on the analysis result of user information, thesystem builds up personalization email, and establishes the triggered and non-triggered emailsending rule; categorize the email list to reach the target for finding customers. Email openrate and click rate has been improved after sending personalization emails. In campaign tracking system, it provides the email sending and bounce rate statistic, automaticallyunsubscribes the invalid email list by bounce report, and keeps the purged email list.Marketing people can make the business decision with the related report with campaign openrate, status of clicking, bounce rate, etc. In addition, the system implements the automationtool to deploy landing page, resolve the refresh issue of page output cache and applicationlevel cache, the efficiency is improved to deploy the pages all over the world. At last, toevaluate the campaign email sending and receiving status, the system designs the automationtesting process and method to evaluate the email construction and sending time, the bouncerate after email sending, and the probability when email drops in spam folder, makes theconclusion of testing afterwards.The system designed in this paper is to map the marketing people who want to use EDMsystem. It needs to be found customer quick, precise, reactive. The system is applied to onemultinational education company, and gets good feedback.