{"id":800,"date":"2018-05-01T10:00:33","date_gmt":"2018-05-01T01:00:33","guid":{"rendered":"https:\/\/sellmarke.jp\/article\/?p=800"},"modified":"2024-05-29T15:37:35","modified_gmt":"2024-05-29T06:37:35","slug":"criteria-for-direct-mail-success-and-failure","status":"publish","type":"post","link":"https:\/\/sellmarke.jp\/article\/direct-mail-list\/criteria-for-direct-mail-success-and-failure\/","title":{"rendered":"\u30c0\u30a4\u30ec\u30af\u30c8\u30e1\u30fc\u30eb\u306e\u6210\u529f\u3068\u5931\u6557\u306e\u57fa\u6e96\u306f?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-802\" src=\"\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/04\/criteria-for-direct-mail-success-and-failure.jpeg\" alt=\"\" width=\"760\" height=\"380\" srcset=\"https:\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/04\/criteria-for-direct-mail-success-and-failure.jpeg 760w, https:\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/04\/criteria-for-direct-mail-success-and-failure-300x150.jpeg 300w, https:\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/04\/criteria-for-direct-mail-success-and-failure-660x330.jpeg 660w\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>DM\u306b\u306f\u30ec\u30b9\u30dd\u30f3\u30b9\u7387\u3084LTV\u3001ROI\u3001\u5f15\u304d\u4e0a\u3052\u7387\u306a\u3069\u3001\u3055\u307e\u3056\u307e\u306a\u52b9\u679c\u6307\u6a19\u304c\u3042\u308a\u307e\u3059\u3002\u305d\u306e\u305f\u3081\u3001\u300c\u7d50\u5c40\u4f55\u3092\u57fa\u6e96\u306b\u6210\u529f\u3068\u5931\u6557\u3092\u5224\u65ad\u3059\u308c\u3070\u826f\u3044\u306e\u304b\u308f\u304b\u3089\u306a\u3044\u300d\u3068\u3044\u3046\u65b9\u3082\u3044\u308b\u306e\u3067\u306f\u306a\u3044\u3067\u3057\u3087\u3046\u304b\u3002<\/p>\n<p>\u6b63\u3057\u3044\u5224\u65ad\u57fa\u6e96\u3092\u3082\u3063\u3066\u3044\u306a\u3044\u3068\u3001\u30e0\u30c0\u306b\u8d64\u5b57\u3092\u5897\u3084\u3057\u305f\u308a\u6a5f\u4f1a\u640d\u5931\u3092\u62db\u3044\u305f\u308a\u3059\u308b\u53ef\u80fd\u6027\u3082\u3042\u308a\u307e\u3059\u3002\u305c\u3072\u3053\u306e\u8a18\u4e8b\u3092\u3054\u89a7\u3044\u305f\u3060\u304d\u3001DM\u306e\u6210\u679c\u3092\u6b63\u3057\u304f\u5224\u65ad\u3059\u308b\u57fa\u6e96\u3092\u899a\u3048\u3066\u304a\u3044\u3066\u304f\u3060\u3055\u3044\u3002<\/p>\n<h2>DM\u306e\u6210\u5426\u306e\u57fa\u6e96\u306f\u9650\u754cCPO<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2288\" src=\"\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/05\/criteria-for-direct-mail-success-and-failure_01-1.png\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/05\/criteria-for-direct-mail-success-and-failure_01-1.png 300w, https:\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/05\/criteria-for-direct-mail-success-and-failure_01-1-150x150.png 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>DM\u306e\u6210\u5426\u3092\u5224\u65ad\u3059\u308b\u57fa\u6e96\u3068\u3057\u3066\u591a\u304f\u4f7f\u308f\u308c\u3066\u3044\u308b\u306e\u304c\u3001\u300c\u9650\u754cCPO\u300d\u3068\u3044\u3046\u6307\u6a19\u3067\u3059\u3002<\/p>\n<p>\u3054\u5b58\u3058\u306a\u3044\u65b9\u306e\u305f\u3081\u306b\u8aac\u660e\u3059\u308b\u3068\u3001CPO\u306f\u300cCost Per Order\u300d\u306e\u7565\u30021\u4ef6\u306e\u53d7\u6ce8\uff08=\u9867\u5ba2\uff09\u3092\u7372\u5f97\u3059\u308b\u305f\u3081\u306b\u8cbb\u3084\u3057\u305f\u30b3\u30b9\u30c8\u306e\u3053\u3068\u3067\u3001\u5e83\u544a\u7269\u306e\u8cbb\u7528\u5bfe\u52b9\u679c\u3092\u306f\u304b\u308b\u6307\u6a19\u3067\u3059\u3002<\/p>\n<p>CPO\u306e\u8a73\u3057\u3044\u8aac\u660e\u3084\u8a08\u7b97\u65b9\u6cd5\u3053\u3061\u3089\u306e\u8a18\u4e8b\u3092\u3054\u89a7\u304f\u3060\u3055\u3044\u3002<\/p>\n<div style=\"clear: both;\"><\/div>\n<div style=\"background-color: #f9f9f9; margin: 20px; padding: 15px 20px 10px 20px;\">\u21d2<a href=\"https:\/\/sellmarke.jp\/article\/direct-mail-strategy-list\/how-to-measure-the-effect-of-direct-mail\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u30c0\u30a4\u30ec\u30af\u30c8\u30e1\u30fc\u30eb\u306e\u52b9\u679c\u6e2c\u5b9a\u6307\u6a19\u3068\u8a08\u7b97\u65b9\u6cd5\u306b\u3064\u3044\u3066<\/a><\/div>\n<p>\u305d\u3057\u3066\u300c\u9650\u754cCPO\u300d\u3068\u306f\u3001\u3053\u308c\u4ee5\u4e0a1\u4ef6\u306e\u53d7\u6ce8\u306b\u30b3\u30b9\u30c8\u3092\u304b\u3051\u308b\u3068\u8cbb\u7528\u5bfe\u52b9\u679c\u304c\u30de\u30a4\u30ca\u30b9\u306b\u306a\u3063\u3066\u3057\u307e\u3046CPO\u306e\u3053\u3068\u3002\u3064\u307e\u308a\u3001\u9650\u754cCPO\u3088\u308a\u5b9f\u969b\u306eCPO\u304c\u826f\u3051\u308c\u3070\uff08\uff1d\u4e0b\u56de\u308c\u3070\uff09\u3001\u305d\u306eDM\u306b\u3088\u3063\u3066\u58f2\u4e0a\u304c\u4e0a\u304c\u308b\u3068\u3044\u3046\u3053\u3068\u306b\u306a\u308a\u307e\u3059\u3002<\/p>\n<h2>\u9650\u754cCPO\u306e\u7b97\u51fa\u65b9\u6cd5<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2290\" src=\"\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/05\/criteria-for-direct-mail-success-and-failure_02-1.png\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/05\/criteria-for-direct-mail-success-and-failure_02-1.png 300w, https:\/\/sellmarke.jp\/article\/wp-content\/uploads\/2018\/05\/criteria-for-direct-mail-success-and-failure_02-1-150x150.png 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\u9650\u754cCPO\u306e\u7b97\u51fa\u306b\u3042\u305f\u308a\u30ab\u30ae\u3068\u306a\u308b\u306e\u304cLTV\uff08\uff1dLife Time Value\uff1a\u9867\u5ba2\u751f\u6daf\u4fa1\u5024\uff09\u3067\u3059\u3002<\/p>\n<p>LTV\u3068\u306f\u300c\u3072\u3068\u308a\u306e\u9867\u5ba2\u304c\u3046\u307f\u3060\u3057\u3066\u304f\u308c\u308b\u5229\u76ca\u307e\u305f\u306f\u58f2\u4e0a\u300d\u306e\u3053\u3068\u3067\u3001DM\u3067\u7372\u5f97\u3057\u305f\u65b0\u898f\u9867\u5ba2\u304c\u5c06\u6765\u3082\u305f\u3089\u3057\u3066\u304f\u308c\u308b\u5229\u76ca\u984d\u306e\u76ee\u5b89\u306b\u3082\u306a\u308a\u307e\u3059\u3002<\/p>\n<p>LTV\u306e\u8a08\u7b97\u5f0f\u306f\u3001\u53b3\u5bc6\u306a\u3082\u306e\u304b\u3089\u3056\u3063\u304f\u308a\u3057\u305f\u3082\u306e\u307e\u3067\u3044\u304f\u3064\u304b\u3042\u308a\u307e\u3059\u304c\u3001\u4e00\u822c\u7684\u306b\u306f\u6b21\u306e2\u3064\u304c\u7528\u3044\u3089\u308c\u3066\u3044\u307e\u3059\u3002<\/p>\n<div style=\"clear: both;\"><\/div>\n<p>\u203b\u3053\u3053\u3067\u306f\u4eee\u306b\u7c97\u5229\u76ca\uff08\u8ca9\u58f2\u5358\u4fa1\uff0d\u5546\u54c1\u539f\u4fa1\uff09\u30d9\u30fc\u30b9\u30011\u5e74\u9593\u533a\u5207\u308a\u3067LTV\u3092\u7b97\u51fa\u3057\u3066\u3044\u307e\u3059\u304c\u3001\u4f01\u696d\u306b\u3088\u3063\u3066\u306f\u58f2\u4e0a\u30d9\u30fc\u30b9\u3067\u3001\u533a\u5207\u308a\u3082\u6570\u30ab\u6708\u3084\u6570\u5e74\u306e\u5834\u5408\u304c\u3042\u308a\u307e\u3059\u3002<\/p>\n<h3>LTV\u306e\u8a08\u7b97\u5f0f<\/h3>\n<div style=\"border: 2px dotted #c1c1c1; background-color: #fcfcfc; margin: 20px; padding: 20px 20px 5px 20px;\">\n<ol style=\"padding: 10px 0px 0px 0px;\">\n<li>LTV\uff08\u5186\uff09= 1\u5e74\u9593\u306e\u7dcf\u7c97\u5229\u76ca \u00f7 1\u5e74\u9593\u306e\u7dcf\u9867\u5ba2\u6570<\/li>\n<li>LTV\uff08\u5186\uff09= 1\u5e74\u9593\u306e\u5e73\u5747\u5ba2\u5358\u4fa1\uff08\u7c97\u5229\uff09 \u00d7 1\u5e74\u9593\u306e\u5e73\u5747\u8cfc\u5165\u983b\u5ea6<\/li>\n<\/ol>\n<\/div>\n<p>\u305d\u3057\u3066\u3001\u3053\u306eLTV\u304b\u3089\u5e83\u544a\u8cbb\u3068\u5546\u54c1\u539f\u4fa1\u3092\u9664\u3044\u305f\u5e74\u9593\u9867\u5ba2\u30b3\u30b9\u30c8\u3092\u5f15\u304f\u3068\u3001\u9650\u754cCPO\u304c\u7b97\u51fa\u3067\u304d\u307e\u3059\u3002<\/p>\n<h3>\u9650\u754cCPO\u306e\u8a08\u7b97\u5f0f<\/h3>\n<div style=\"border: 2px dotted #c1c1c1; background-color: #fcfcfc; margin: 20px; padding: 20px 20px 5px 20px;\">\n<ul style=\"padding: 10px 0px 0px 0px;\">\n<li>\u9650\u754cCPO\uff08\u5186\uff09 = LTV-\uff08\u5e83\u544a\u8cbb\u30fb\u5546\u54c1\u539f\u4fa1\u3092\u9664\u304f\u5e74\u9593\u306e\u7dcf\u30b3\u30b9\u30c8\/\u7dcf\u9867\u5ba2\u6570\uff09<\/li>\n<\/ul>\n<\/div>\n<h2>\u9650\u754cCPO\u306e\u7b97\u51fa\u4f8b<\/h2>\n<p>\u5b9f\u969b\u306b\u4f8b\u3092\u3042\u3052\u3066\u3001\u9650\u754cCPO\u306e\u7b97\u51fa\u65b9\u6cd5\u3092\u307f\u3066\u3044\u304d\u307e\u3059\u3002<\/p>\n<h4>\u3042\u308b\u901a\u8ca9\u4f1a\u793e\u306e\u5834\u5408<\/h4>\n<div style=\"border: 2px dotted #c1c1c1; background-color: #fcfcfc; margin: 20px; padding: 20px 20px 5px 20px;\">\n<ul style=\"padding: 10px 0px 0px 0px;\">\n<li>1\u5e74\u9593\u306e\u7dcf\u9867\u5ba2\u6570\uff1a20,000\u4eba<\/li>\n<li>1\u5e74\u9593\u306e\u7dcf\u5229\u76ca\uff1a400,000,000\u5186<\/li>\n<li>1\u5e74\u9593\u306e\u5e83\u544a\u8cbb\u3092\u9664\u304f\u7dcf\u30b3\u30b9\u30c8\uff1a100,000,000\u5186<\/li>\n<\/ul>\n<\/div>\n<p>\u305f\u3068\u3048\u3070\u4e0a\u8a18\u306e\u3088\u3046\u306a\u901a\u8ca9\u4f1a\u793e\u306eLTV\u3068\u9650\u754cCPO\u306f\u3001\u6b21\u306e\u3088\u3046\u306b\u7b97\u51fa\u3057\u307e\u3059\u3002<\/p>\n<div style=\"border: 2px dotted #c1c1c1; background-color: #fcfcfc; margin: 20px; padding: 20px 20px 5px 20px;\">\n<ul style=\"padding: 10px 0px 0px 0px;\">\n<li>LTV\uff1a20,000\u5186 = 400,000,000\u5186 \u00f7 20,000\u4eba \u203b\u8a08\u7b97\u5f0f1.<\/li>\n<li>\u9650\u754cCPO\uff1a\uff2015,000\u5186 = 20,000\u5186 &#8211; (100,000,000\u5186\/20,000\u4eba\uff09<\/li>\n<\/ul>\n<\/div>\n<p>\u3088\u3063\u3066\u3001DM\u306eCPO\u3092\uff2015,000\u5186\u4ee5\u4e0b\u306b\u304a\u3055\u3048\u308b\u3053\u3068\u304c\u3067\u304d\u308c\u3070\u30011\u5e74\u5f8c\u306b\u306f\u30b3\u30b9\u30c8\u3092\u30da\u30a4\u3067\u304d\u308b\u3053\u3068\u304c\u898b\u8fbc\u3081\u307e\u3059\u3002<\/p>\n<h4>\u3042\u308b\u5e97\u8217\u306e\u5834\u5408<\/h4>\n<div style=\"border: 2px dotted #c1c1c1; background-color: #fcfcfc; margin: 20px; padding: 20px 20px 5px 20px;\">\n<ul style=\"padding: 10px 0px 0px 0px;\">\n<li>1\u5e74\u9593\u306e\u5e73\u5747\u5ba2\u5358\u4fa1\uff08\u5229\u76ca\uff09\uff1a8,000\u5186<\/li>\n<li>1\u5e74\u9593\u306e\u5e73\u5747\u6765\u5e97\u56de\u6570\uff1a5\u56de<\/li>\n<li>1\u5e74\u9593\u306e\u7dcf\u9867\u5ba2\u6570\uff1a1,000\u4eba<\/li>\n<li>1\u5e74\u9593\u306e\u5e83\u544a\u8cbb\u3092\u9664\u304f\u7dcf\u30b3\u30b9\u30c8\uff1a30,000,000\u5186<\/li>\n<\/ul>\n<\/div>\n<p>\u305f\u3068\u3048\u3070\u4e0a\u8a18\u306e\u3088\u3046\u306a\u901a\u8ca9\u4f1a\u793e\u306eLTV\u3068\u9650\u754cCPO\u306f\u3001\u6b21\u306e\u3088\u3046\u306b\u7b97\u51fa\u3057\u307e\u3059\u3002<\/p>\n<div style=\"border: 2px dotted #c1c1c1; background-color: #fcfcfc; margin: 20px; padding: 20px 20px 5px 20px;\">\n<ul style=\"padding: 10px 0px 0px 0px;\">\n<li>LTV\uff1a40,000\u5186 = 8,000\u5186 \u00d7 5\u56de\u3000\u203b\u8a08\u7b97\u5f0f2.<\/li>\n<li>\u9650\u754cCPO\uff1a@10,000\u5186 = 40,000\u5186 &#8211; \uff0830,000,000\u5186\/1,000\u4eba\uff09<\/li>\n<\/ul>\n<\/div>\n<p>\u3053\u3061\u3089\u306fCPO\u304c@10,000\u4ee5\u4e0b\u3067\u3042\u308c\u3070\u3001\u305d\u306eDM\u306f\u6210\u529f\u3068\u3044\u3046\u308f\u3051\u3067\u3059\u3002<\/p>\n<h2>\u30ea\u30d4\u30fc\u30c8\u6027\u306e\u5c11\u306a\u3044\u5546\u6750\u306e\u76ee\u6a19CPO\u306e\u7b97\u51fa\u4f8b<\/h2>\n<p>\u30ea\u30d4\u30fc\u30c8\u6027\u306e\u5c11\u306a\u3044\u5546\u6750\u3068\u306f\u3001\u9ad8\u7d1a\u5bb6\u5177\u3084\u4e0d\u52d5\u7523\u3001\u30a6\u30a7\u30c7\u30a3\u30f3\u30b0\u30b5\u30fc\u30d3\u30b9\u306a\u3069\u3001\u4e00\u5ea6\u8cfc\u5165\uff08\u5229\u7528\uff09\u3059\u308c\u3070\u3001\u305d\u306e\u5f8c\u30ea\u30d4\u30fc\u30c8\u3059\u308b\u898b\u8fbc\u307f\u306e\u5c11\u306a\u3044\u5546\u54c1\u30fb\u30b5\u30fc\u30d3\u30b9\u306e\u3053\u3068\u3067\u3059\u3002<\/p>\n<p>\u3053\u308c\u3089\u306e\u5546\u6750\u306f\u3001\u5546\u54c1\u30fb\u30b5\u30fc\u30d3\u30b9\u5358\u4fa1\u306e\u7c97\u5229\u76ca\u304c\u9650\u754cCPO\u306b\u306a\u308a\u307e\u3059\u3002<\/p>\n<div style=\"border: 2px dotted #c1c1c1; background-color: #fcfcfc; margin: 20px; padding: 20px 20px 5px 20px;\">\n<ul style=\"padding: 10px 0px 0px 0px;\">\n<li>\u9650\u754cCPO = \u5546\u54c1\u30fb\u30b5\u30fc\u30d3\u30b9\u5358\u4fa1 &#8211; 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style=\"background-color: #f9f9f9; margin: 20px; padding: 15px 20px 10px 20px;\">\u21d2<a href=\"https:\/\/sellmarke.jp\/article\/direct-mail-strategy-list\/watch-out-for-ab-testing-in-direct-mail\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u30c0\u30a4\u30ec\u30af\u30c8\u30e1\u30fc\u30eb\u306eAB\u30c6\u30b9\u30c8\u3092\u6210\u529f\u3055\u305b\u308b7\u3064\u306e\u30dd\u30a4\u30f3\u30c8<\/a><\/div>\n\n<span class=\"tags\">\u30bf\u30b0 :  <a 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