学术期刊推送邮件打开率和点击率提高策略探究

Exploration of increasing open rates and click rates of academic journals email campaign

【目的】为学术期刊的邮件推送提供参考,给出提高打开率和点击率的方法建议。【方法】根据2014—2016年《中国激光》杂志社邮件推送的经验,从内容、美观性、对象、频率、题目五个方面总结了提高打开率和点击率的策略。【结果】内容设计与推送对象等因素对提高推送邮件的打开率和点击率有明显作用。【结论】主题多样、版式美观、收件人相关、发送频率恰当、题目中肯是提高邮件推送打开率和点击率的重要因素,也是实现邮件推送作用的有效保证。学术期刊论文推送工作中,应当不断探索以提升邮件推送效果。

[Purposes] This paper aims to provide a reference for academic journals email campaigns and some suggestions on howto increase the open rates and click rates.[Methods]Based on the experience of Chinese Laser Press on email campaigns from 2014 to 2016,some strategies of increasing the open rates and click rates concerning contents,display,recipients,frequency,and subject lines were proposed.[Findings] It is shown that display improvement and other mentioned strategies significantly increase the open rates and click rates.[Conclusions] Email campaigns open rates and click rates of academic journals could be effectively improved by diverse contents,well-organized display,relevant recipients,appropriate frequency and straightforward subject lines.Further efforts should be made to explore the methods of optimising the performance of email campaigns.