Direct marketing management on behalf of subscribers and marketers

• US 20040024639A1
• Filed: 08/05/2002
• Published: 02/05/2004
• Est. Priority Date: 08/05/2002
• Status: Abandoned Application

• Current Assignee: America Online Inc. (Warner Bros. Discovery, Inc.)
• Original Assignee: America Online Inc. (Warner Bros. Discovery, Inc.)
• Inventors: Goldman, Phillip Y.
• Application Number:
  US10/212,380
• Publication Number:
  US 20040024639A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0258 Registration
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/06 Buying, selling or leasing transactions
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

Systems and methods for managing direct marketing electronic messages between one or more marketers and one or more subscribers. The present invention generally relates to systems and methods for allowing subscribers to authorize transmission of direct marketing electronic messages from a group of marketers by either selecting particular marketers or completing a market survey. The present invention also relates to systems and methods for monitoring direct marketing electronic messages to ensure that the electronic messages conform to predetermined criteria. The present invention also relates to systems and methods for determining whether a particular direct marketing technique is effective or ineffective and responding appropriately to such determinations.

Claims

1. In a computer system, a method for managing direct marketing for marketers on behalf of subscribers, comprising the acts of:

registering a plurality of marketers;

subscribing a plurality of subscribers who have consented to receiving marketing electronic messages;

obtaining marketing electronic messages associated with the marketers; and

sending the marketing electronic messages to one or more of the plurality of subscribers based on criteria that are used to determine which electronic messages are to be sent to the subscribers.

2. A method as recited in claim 1, wherein the act of subscribing comprises obtaining information specifying characteristics of the plurality of subscribers.

3. A method as recited in claim 1, wherein the act of registering comprises the act of receiving market profiles defining target demographics associated with marketing electronic messages of the marketers.

4. A method as recited in claim 1, further comprising the act of gathering marketing statistics relating to the marketing electronic messages received by said one or more of the plurality of subscribers.

5. A method as recited in claim 4, wherein the statistics relate to actions taken by subscribers with respect to received marketing electronic messages.

6. A method as recited in claim 5, wherein the statistics define the frequency by which the subscribers have responded to the received marketing electronic messages.

7. A method as recited in claim 6, further comprising the act of preventing a particular marketing electronic message from being sent again to subscribers if the frequency by which the subscribers respond to the particular marketing electronic message is less than a specified value.

8. A method as recited in claim 1, wherein the act of registering a plurality of marketers comprise the acts of:

providing information to a potential marketer regarding requirements for registration as an authorized marketer;

receiving a request for registration from the potential marketer; and

automatically registering the potential marketer as an authorized marketer upon the potential marketer fulfilling the requirements.

9. A method as recited in claim 8, wherein the requirements for registration are such that an indefinite number of marketers can meet the requirements for registration.

10. A method as recited in claim 8, wherein the requirements for registration are such that a only a limited number of marketers are permitted to be registered.

11. A method as recited in claim 1, wherein the act of registering a plurality of marketers is conducted such that only a specified limited number of marketers are permitted to be registered.

12. A method as recited in claim 11, wherein the specified limited number of marketers includes limitations of the number of marketers that market specified categories of goods or services.

13. A method as recited in claim 1, wherein the criteria include information specifying that a subscriber has requested not to receive marketing electronic messages from a particular marketer.

14. A method as recited in claim 1, wherein the criteria include geographic information specifying a location of the subscribers, such that locally relevant marketing electronic messages can be sent to the subscribers.

15. In a computer system, a method for managing direct marketing for marketers on behalf of subscribers, comprising the acts of:

registering a plurality of marketers;

subscribing a plurality of subscribers who have consented to receiving marketing electronic messages;

obtaining marketing electronic messages associated with the marketers;

monitoring the marketing electronic messages according to predetermined message criteria; and

sending the marketing electronic messages to one or more of the plurality of subscribers according to predetermined recipient criteria that define which subscribers are to receive which marketing electronic messages.

16. A method as recited in claim 15, wherein the predetermined message criteria define acceptable content of the marketing messages.

17. A method as recited in claim 15, wherein the predetermined message criteria define the frequency by which marketing electronic messages can be sent to subscribers.

18. A method as recited in claim 15, wherein the predetermined message criteria define the time at which the marketing electronic messages can be sent to subscribers.

19. A method as recited in claim 15, wherein the act of sending the marketing electronic messages is performed only after other electronic messages have been rejected for failure to comply with the predetermined message criteria.

20. A method as recited in claim 15, wherein the predetermined recipient criteria are selected using a market profile defining target demographics associated with the marketing electronic messages.

21. A method as recited in claim 15, wherein the predetermined recipient criteria are selected using market categories specifying characteristics of the subscribers.

22. A method as recited in claim 21, wherein the predetermined recipient criteria further are selected using a market profile defining target demographics associated with the marketing electronic messages such that marketing electronic messages are matched with subscribers.

23. A method as recited in claim 15, further comprising the act of filtering other incoming electronic messages addressed to at least one of the subscribers, wherein said other incoming electronic messages are filtered by determining whether sender'"'"'s addresses contained in the incoming electronic messages correspond to senders that are unauthorized to send electronic messages to said at least one of the subscribers.

24. A method as recited in claim 15, wherein the acts of obtaining marketing electronic messages and sending the marketing electronic messages are conducted such that said one or more of the plurality of subscribers can remain anonymous from the standpoint of the marketers.

25. A method as recited in claim 15, further comprising the act of providing a report to one of the plurality of subscribers regarding the marketing activity of a particular one of the plurality of marketers.

26. In a computer system, a method for managing direct marketing for marketers on behalf of subscribers, comprising the acts of:

registering a plurality of marketers;

subscribing a plurality of subscribers who have consented to receiving marketing electronic messages;

obtaining marketing electronic messages associated with the marketers;

sending the marketing electronic messages to one or more of the plurality of subscribers;

gathering marketing statistics relating to actions taken by subscribers with respect to the marketing electronic messages received by the subscribers; and

determining, based on the marketing statistics, whether to send the marketing electronic messages again to subscribers.

27. A method as recited in claim 26, wherein the act of gathering marketing statistics comprises the act of receiving, at a server computer, information generated at client computers associated with the subscribers in response to the client computers monitoring the actions taken by the subscribers with respect to the marketing electronic messages.

28. A method as recited in claim 26, wherein the act of gathering marketing statistics comprises the act of monitoring, at a server computer, actions of the subscribers that are made in response to receiving the marketing electronic messages and are directed to the server computer.

29. A method as recited in claim 28, wherein the actions of the subscribers that are made in response to receiving the marketing electronic messages include the subscribers following a link in the marketing electronic messages that results in a request for information being directed to the server computer.

30. A method as recited in claim 26, wherein the actions of the subscribers comprise accessing the marketing electronic messages.

31. A method as recited in claim 26, wherein the actions of the subscribers comprise requesting information relating to the marketing electronic messages.

32. A method as recited in claim 26, wherein the actions of the subscribers comprise executing a transaction in response to a marketing electronic message.

33. A method as recited in claim 26, wherein the act of determining, based on the marketing statistics, whether to send the marketing electronic messages again to subscribers comprises the acts of:

determining that the frequency by which the subscribers respond to a particular marketing electronic message is less than a specified value; and

based on the act of determining, preventing the particular marketing electronic message from being sent again to subscribers.

34. In a computer system, a method for enabling marketers to engage in direct marketing to subscribers, comprising the acts of:

registering a plurality of marketers;

subscribing a plurality of subscribers who have consented to receiving marketing electronic messages; and

authorizing one or more of the plurality of marketers to send marketing electronic messages associated with said one ore more of the marketers by performing, for each of said one or more of the plurality of marketers, the acts of;

according to predefined recipient criteria that define which subscribers are to receive which marketing electronic messages, determining which of the subscribers are to receive the marketing electronic messages associated with the particular marketer; and

identifying to the particular marketer the subscribers that are to receive the marketing electronic messages associated with the particular marketer.

35. A method as recited in claim 34, further comprising the acts of:

gathering marketing statistics relating to actions taken by subscribers with respect to the marketing electronic messages received by the subscribers; and

determining, based on the marketing statistics, whether to enable the a particular marketer to send the marketing electronic messages again to subscribers.

36. A method as recited in claim 34, wherein the predetermined recipient criteria are selected using a market profile defining target demographics associated with the marketing electronic messages.

37. A method as recited in claim 34, wherein the predetermined recipient criteria are selected using market categories specifying characteristics of the subscribers.

38. A method as recited in claim 37, wherein the predetermined recipient criteria further are selected using a market profile defining target demographics associated with the marketing electronic messages such that marketing electronic messages are matched with subscribers.

39. In a computer system, a method for managing direct marketing for marketers on behalf of subscribers such that the subscribers can remain anonymous from the standpoint of the marketers, comprising the acts of:

obtaining marketing electronic messages associated with a plurality of marketers that are authorized to provide marketing electronic messages to subscribers; and

sending the marketing electronic messages to subscribers who have consented to receiving marketing electronic messages, the marketing electronic messages being sent to the subscribers based on criteria that define which electronic messages are to be sent to the subscribers, the marketing electronic messages being sent such that the subscribers can maintain anonymity from the standpoint of the marketers.

40. A method as recited in claim 39, further comprising the act of mediating communication from one of the subscribers to one of the plurality of marketers in response to said one of the subscribers having received a marketing electronic message from said one of the plurality of marketers, the communication being mediated such that said one of the subscribers can maintain anonymity from the standpoint of said one of the plurality of marketers.

41. A method as recited in claim 40, wherein the mediated communication is associated with a purchase of goods or services of said one of the plurality of marketers.

42. A method as recited in claim 40, wherein the act of mediating communication comprises the act of assigning to said one of the subscribers an ad hoc e-mail address that permits said one of the subscribers and said one of the plurality of marketers to communicate without said one of the subscribers losing anonymity.

43. A method as recited in claim 39, further comprising the acts of:

determining, by the computer system, that one of the subscribers has begun a process of engaging in communication that can result in potential loss of anonymity of said one of the subscribers; and

alerting said one of the subscribers to the potential loss of anonymity.

44. In a computer system, a method for managing direct marketing for marketers on behalf of subscribers, comprising the acts of:

registering marketers that are authorized to send marketing electronic messages to subscribers who have consented to receive marketing electronic messages, the marketers having agreed to regulation of their marketing electronic messages;

monitoring the marketing activity of the registered marketers; and

based on the monitoring of the marketing activity of the registered marketers, determining future marketing privileges of the registered marketers.

45. A method as recited in claim 44, wherein the act of determining future marketing privileges comprises the act of determining whether a particular registered marketer can continue to send marketing electronic messages to the subscribers.

46. A method as recited in claim 44, wherein the act of monitoring the marketing activity comprise the act of monitoring the actions of subscribers in response to receiving marketing electronic messages from the registered marketers.

47. A method as recited in claim 46, wherein the act of monitoring the actions of subscribers comprises the act of determining whether the actions of the subscribers in response to receiving the marketing electronic messages from a particular registered marketer are such that the marketing electronic messages are designated as being unwanted electronic messages, in which case the future marketing privileges of the particular registered marketer are reduced.

48. A method as recited in claim 44, wherein the act of monitoring the marketing activity comprises the act of generating a rating of a particular registered marketer, the rating defining the future marketing privileges of the particular registered marketer.

49. A method as recited in claim 48, wherein the act of generating a rating is performed in response to feedback received from subscribers.

50. A method as recited in claim 49, wherein the feedback comprises numerical rating information generated by the subscribers.

51. A method as recited in claim 49, wherein the feedback comprises complaints from the subscribers in response to the marketing activity of the particular registered subscriber.

52. A method as recited in claim 49, wherein the feedback is obtained by monitoring the actions of the subscribers made in response to receiving marketing electronic messages from the particular subscriber.

53. A method as recited in claim 44, wherein the act of determining future marketing privileges of the registered marketers comprises the act of automatically suspending marketing privileges of a particular registered marketer in response to monitoring the marketing activity of the particular registered marketer.

54. A method as recited in claim 44, wherein the act of determining future marketing privileges of the registered marketers comprises the act of placing a particular registered marketer on probation with a manual review process.

55. A method as recited in claim 44, further comprising the acts of:

permitting a particular registered marketer to initiate a new marketing campaign that begins with marketing electronic messages being sent to a limited number of subscribers;

monitoring actions made by the limited number of subscribers in response to receiving the marketing electronic messages so as to measure the effectiveness of the new marketing campaign; and

in response to the act of monitoring actions, determining whether the particular registered marketer is to be permitted to continue the new marketing campaign by sending marketing electronic messages to a larger number of subscribers.

56. A method as recited in claim 44, further comprising the act of providing a report to a particular registered marketer regarding the effectiveness of marketing electronic messages of the particular registered marketer.