WO2001050323A2 - E-mail marketing method and system - Google Patents

E-mail marketing method and system Download PDF

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Publication number
WO2001050323A2
WO2001050323A2 PCT/US2000/035480 US0035480W WO0150323A2 WO 2001050323 A2 WO2001050323 A2 WO 2001050323A2 US 0035480 W US0035480 W US 0035480W WO 0150323 A2 WO0150323 A2 WO 0150323A2
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WO
WIPO (PCT)
Prior art keywords
software
user
users
message
transmitting
Prior art date
Application number
PCT/US2000/035480
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French (fr)
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WO2001050323A3 (en
Inventor
David Roman
Original Assignee
Releasenow.Com, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
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Publication date
Application filed by Releasenow.Com, Inc. filed Critical Releasenow.Com, Inc.
Priority to AU27413/01A priority Critical patent/AU2741301A/en
Publication of WO2001050323A2 publication Critical patent/WO2001050323A2/en
Publication of WO2001050323A3 publication Critical patent/WO2001050323A3/en

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    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising

Definitions

  • This invention relates generally to data processing systems and, more particularly, to e-commerce systems.
  • ESD electronic software distribution
  • the ePOS may be a conventional World Wide Web site, for example, and may represent a software reseller or publisher, such as Macromedia or iGO.com.
  • the software can be downloaded to the user and the user can make payment electronically via the network, without the need for any physical storage medium or physical remuneration to change hands.
  • wrapping Prior to being downloaded, the software generally undergoes certain preparation, which is referred to as "wrapping.” Wrapping may include adding certain information to the software product to associated the product with a particular source (i.e., reseller, distributor, etc.), such as a bitmap of the source's logo. Wrapping solutions have been described in Ser. No. 09/134,691 by the same Assignee, hereby incorporated by reference. Although wrapping enables the software publisher to outsouce their software, it does not necessarily enable companies to deliver, market, or sell more software.
  • Methods and systems consistent with the present invention provide a marketing system that enable software publishers to create a one-on-one marketing campaign for new software releases.
  • the marketing system provides a complete start to finish process to launch new software.
  • An introductory e-mail is sent out to various end users. If an end user is interested in obtaining a trial version of the new software, the end user fills a profiler form out and downloads a wrapped trial version of the software. Afterwards, scheduled e-mail messages are sent to the end user.
  • the end user may purchase the trial software by providing an online merchant with purchase information, such as a credit card and billing address.
  • This novel marketing system not only permits the software publishers to completely and reliably outsource their e-commerce and target market end users, but it also enables the publisher to market, sell and deliver software online.
  • Figure 1 depicts a data processing system suitable for practicing methods and systems consistent with the present invention
  • Figure 2 depicts a more detailed diagram of the client computer depicted in Fig. 1 ;
  • Figure 3A depicts a more detailed diagram of the wrapping facility depicted in Fig. 1 ;
  • Figure 3B depicts a more detailed diagram of the e-commerce server depicted in Fig. 1 ;
  • Figure 3C depicts a more detailed diagram of the marketing server depicted in Fig. 1 ;
  • Figure 4 depicts a flow chart of the steps performed by the data processing system of Fig. 1 when providing recommendation in accordance with methods and systems consistent with the present invention
  • Figure 5A depicts a more detailed flow chart of the wrapping process depicted in Fig. 4;
  • Figure 5B depicts a more detailed flow chart of the distribution process depicted in Fig. 4;
  • Figure 5C depicts a more detailed flow chart of the marketing process depicted in Fig. 4.
  • Figure 6A depicts a profiler form interface used in accordance with methods and systems of the present invention
  • Figure 6B depicts a sales agent interface used in accordance with methods and systems of the present invention
  • Figure 6C depicts a billing form interface used in accordance with methods and systems of the present invention
  • FIGS. 6D-6E depict sample e-mail messages used with methods and systems of the present invention.
  • Figures 7A-7B depict sample reports created with methods and systems of the present invention.
  • Systems consistent with the present invention enable software publishers to launch new software to end users using the Internet.
  • the systems provide trial software for evaluation purposes to end users while maintaining an open channel of communication with each end user that downloaded trial software.
  • Systems consistent with the present invention obtain marketing demographic information pertaining to various end users.
  • marketing information an end user fills out a profiler form to obtain new trial software.
  • the marketing information may be used to build marketing databases, or supply marketing information to software publishers.
  • the end user may request a copy of a trial software.
  • the trial version is a "try-before-buy" mode, in which the end user can use the trial software for a limited time with the option to purchase it, subject to certain constraints, such as a time limitation or a limitation on the number of useable features.
  • the end user obtains the trial software by any appropriate technique, such as an HTTP request. Once a request is sent to the marketing system, the system downloads the trial software to the end user.
  • the end user provides an input for initiating or otherwise selecting the downloaded software, such as double-clicking on a displayed program icon on the computer desktop.
  • the executable code of the trial software is launched.
  • a marketing system periodically transmits e-mail messages to the end user pertaining to the trial software.
  • each e-mail message may include instructions for operating the trial software as well as promotional electronic coupons for other products by the software publisher.
  • the e-mail messages also indicate the expiration date of the trial software.
  • the marketing system maintains realtime statistics and provides detailed reports to the software publishers, such as the number of downloads, number of e-mail messages, and number of purchases. If at any point the end user is interested in purchasing the software, the end user enters user information and payment information in a sales agent interface associated with the trial software, further described below. When the end user has entered all of the required information, the payment information is then transmitted to a clearing house for authorization. Upon receiving authorization to proceed from the clearing house, the trial software "unwraps" and provides the end user with a fully functional version of the software.
  • the marketing system may provide notifications of launches aside from software. For example, if a third party needed to create a marketing promotion using the Internet, the marketing server could periodically transmit e-mail messages with coupons to potential interested users (based on information provided in the profiler form).
  • Fig. 1 depicts a data processing system 100 suitable for practicing methods and systems consistent with the present invention.
  • Data processing system 100 comprises a client computer 150 and a software publisher 160 connected to a marketing system 110 via a network 170, such as the Internet.
  • a user uses client computer 150 to receive and transmit information to e- commerce server 130 and marketing server 140 at marketing system 110.
  • client computer 150 may contain many more client computers.
  • software located at marketing system 110 may be located at various points throughout system 100.
  • FIG. 2 depicts a more detailed diagram of client computer 150, which contains a memory 220, a secondary storage device 230, a central processing unit (CPU) 240, an input device 250, and a video display 260.
  • Memory 220 includes a browser 222 and an e-mail program 224.
  • Browser 222 allows users to interact with e-commerce server 130 by transmitting and receiving files, such as web pages.
  • a web page may include images or textual information to provide an interface to receive identification information from a user using hypertext markup language (HTML), Java or other techniques.
  • An example of a browser suitable for use with methods and systems consistent with the present invention is the Netscape Navigator browser, from Netscape.
  • E-mail program 224 allows a user to transmit and receive e-mail messages.
  • An example of such a program is the Eudora e- mail client, from Eudora.
  • wrapping facility 120 includes a memory 302, a secondary storage device 306, a CPU 308, an input device 310, and a video display 312.
  • Memory 302 includes a wrap engine 304 that wraps software on- the-fly in a manner that is customized for a software publisher 160. More information on wrapping facility 120 is available in US Patent Application No. 09/134,691 , hereby incorporated by reference.
  • e-commerce server 130 is similarly configured to wrapping facility 120.
  • Memory 320 includes e-commerce application 322 and interface software 324.
  • E-commerce application 322 may be any type of online store that sells goods over the Internet.
  • Interface software 324 is provided to interface with wrapping facility 120 and marketing server 140.
  • Interface software 324 receives wrapped software from wrapping facility 120 and transmits end user information to marketing server 140. To receive and transmit the software and end user information, interface software 324 may be an Application Program Interface (API), or other input interface.
  • API Application Program Interface
  • An API is a set of routines, protocols, or tools for communicating with software applications. APIs provide efficient access to the e-commerce server without the need for additional software.
  • Secondary storage device 326 includes a database 328 that stores wrapped software, user purchase information in order file 330 and marketing demographic information in user file 332.
  • user file 332 may contain information such as, an end user's e-mail address, a unique user identification, or user shipping information.
  • marketing server 140 is similarly configured as wrapping facility 120.
  • Memory 340 contains e-mail distribution software 342 and reporting software 344.
  • E-mail distribution software 342 queries interface software 324 on e-commerce server 130 to obtain user information stored in order file 330 and user file 332, such as the end-user's e-mail address, name of trial software downloaded, and date of download. With this information, e- mail distribution software 342 transmits periodic e-mail messages to the end users, using well-known techniques.
  • Reporting software 344 creates various reports that include statistical information about the status of the trial software, such as transmitted e-mail messages, end user response rates, and end user downloads. Reporting software 344 obtains the information to create the reports from e-commerce server 130.
  • aspects of the present invention are described in terms of digital software, one skilled in the art will appreciate that these aspects may be any type of digital good, such as a digital book or digital music. Additionally, although aspects of the present invention are described as being stored in memory, one skilled in the art will appreciate that these aspects may be stored on or read from other computer readable media, such as secondary storage devices, like hard disks, floppy disks, and CD-ROM; a carrier wave received from a network like the Internet; or other forms of ROM or RAM. Additionally, although specific components and programs of the various servers have been described, one skilled in the art will appreciate that these may contain additional or different components or programs. Overview of the Launch Process
  • FIG. 4 depicts a flow chart of the steps performed by marketing system 110.
  • the launch process is initiated by receiving a digital good, such as software from a software distributor 160 (step 402).
  • Wrapping process 402 creates wrapped software (trial software) from the software and sends the trial software to e-commerce server 130.
  • the wrapping process ends by providing a means to obtain the trial software, such as a link to a web page from e-commerce application 322.
  • a distributing process begins (step 404). This process entails obtaining marketing information from end users and distributing the trial software.
  • the marketing process provides targeted information to the end user using scheduled e-mail messages, and information to software publisher 160 using marketing reports (step 406).
  • marketing process 406 may provide targeted marketing to the end user in other ways, such as by facsimile, by automated telephone messages, or by mailed CDROMs or DVDs.
  • wrapping process 402 is initiated, for example, by receiving and encrypting software (step 502).
  • the software is transmitted from a software publisher 160 into wrapping facility 120.
  • software publisher 160 may use File Transfer Protocol (FTP) or a CDROM to transfer the software to wrapping facility 120.
  • FTP File Transfer Protocol
  • wrap engine 304 implements a wrapping process to create a trial software, the wrapping process is described in greater detail in US Patent Application No. 09/134,691.
  • the trial software is then transmitted to e-commerce server 130 where it resides and remains available for download by any end user (step 504).
  • wrap engine 304 communicates with interface software 324 on e-commerce server 120.
  • wrap engine 304 may transmit the trial software through well-known sockets to interface software 324.
  • interface software 324 After interface software 324 receives the trial software, interface software 324 includes the trial software in database 328.
  • e-commerce application 322 creates a URL link to obtain the trial software (step 506).
  • the link does not provide immediate access to the trial software. Instead, the link connects to a profiler form for the end user to fill out, further described below. After the end user fills out the profiler form, e-commerce application 322 transmits the trial software to the end user.
  • the link is widely distributed to end users by sending out mass e-mail messages or by banner-advertising on other web sites (step 508).
  • Each e- mail message sent includes an HTML clickable link.
  • browser 222 displays the web page corresponding to the link.
  • the end user may instead obtain the trial software and profiler form on CDROM or DVD, or at a trade show.
  • Distribution Process 404 is initiated by an end user selecting the profiler form link on e-commerce server 130 (step 512).
  • e-commerce application 322 displays a web page on browser 222 (step 514).
  • the web page may consist of an explanation of the trial software, and a profiler form 600 for the user to fill out, as shown in Fig. 6A.
  • Profiler form 600 requires personal information 602.
  • personal information 602 may include the user's name, address, and e-mail address.
  • personal information 602 may include other information, such as age, hobbies, or personal likes and dislikes.
  • Profiler form 600 also includes a "Tell-A-Friend" feature 604. If an end user selects feature 604, e-commerce application 322 transmits a second form (not shown) with fields for additional end user's e- mail addresses. E-commerce application 322 then transmits the link embedded in an e-mail message to the additional end user.
  • profiler form 600 is displayed on the user's browser 222, the user can enter personal information 602 into the profiler form (step 516).
  • the user may then submit profiler form 600 to e-commerce application 322 using the HTTP protocol standard (step 518).
  • Marketing server 140 uses the entered information to provide targeted marketing to the end user.
  • the application transmits the trial software to the end user using any well-know transmission technique, such as HTTP, FTP or e-mail (step 520).
  • the end user then executes the trial software (step 522).
  • the end user provides an input for initiating or otherwise selecting the downloaded trial software, such as double clicking on a displayed program icon.
  • the executable of the trial software launches a sales agent interface 610 that controls access to the trial software, as shown in Fig. 6B.
  • Sales agent interface 610 contains a sales pane 612 that enables the end user to enter user information and payment information. The end user may decide at any time to purchase the trial software by selecting purchase button 614.
  • Fig. 6C depicts an interface screen 630 displayed to the end user after selecting purchase button 614.
  • the end user is required to provide complete billing information as well as credit card information.
  • the trial software is decrypted and the end user is notified that the purchase has been approved (e.g., by a popup dialog box). More information regarding the decryption process may be found in US Patent application No. 09/134,691 , hereby incorporated by reference.
  • the clearing house also informs e-commerce server 130 that the trial software has been purchased and to update database 330 and order file 332. Software publishers can, at this point, run reports (described below) that indicate the amount of money to be paid to them.
  • marketing system 110 may provide checks to each publisher representing the number of digital goods sold for that publisher. However, if the end user does not purchase the software, marketing process 406 sends scheduled targeted e-mail messages to the end user to promote the software and encourage the end user to purchase the software.
  • Marketing Process Fig. 5C is a flow chart of the steps performed by marketing server 140.
  • marketing server 140 communicates with end users (step 520).
  • e-mail distribution software 342 receives user information from interface software 324 on e-commerce server 130.
  • interface software 324 transmits user information including the end user's e-mail address, software downloaded, and date of download to e-mail distribution software 342.
  • E-mail distribution software 342 also communicates with the end user on a predetermined schedule.
  • the schedule may be modified to obtain a maximum response from the end users.
  • the schedule may indicate communications with the end user either daily or weekly, or any time the end user visits a particular web page.
  • e-mail distribution software 342 transmits an initial e-mail message to the end user, as depicted in Fig. 6D.
  • the initial e-mail message provides a confirmation that the end user has successfully downloaded the trial software.
  • the message may indicate an expiration date for the trial software.
  • a second e-mail message is sent out to the end user, as depicted in Fig 6E.
  • the second e-mail message is used to remind the end user that there is an expiration date for the trial software.
  • Also included in the second e-mail message may be various software tips and promotional coupons for other software approved by software publisher 160.
  • a third e-mail message is sent out to the end user (not shown).
  • the third e-mail message is in a similar format as the second e-mail message and may provide a final reminder of the expiration date of the trial software.
  • the direct marketing campaign targeted to the end user provides novel e- commerce outsourcing capabilities to a software publisher 160.
  • reporting software 344 communicates with software publishers (step 530).
  • Reporting software 344 provides daily reports 700 (step 532), such as goods sold, depicted in Figure 7A, and detailed end user reports 710 (step 534), such as transactions completed, sales, and end user profile statistics, depicted in Figure 7B.
  • reporting software 344 may contain a well-known web based query tool that accesses the va ⁇ ous databases located in marketing system 110.
  • a software publisher may download accounting information to update their own account receivables. For example, once a month a software publisher may download the total units sold and total price.
  • Methods and systems consistent with the present invention provide a marketing system that enable software publishers to create a one-on-one marketing campaign for new software releases.
  • the marketing system provides a complete start to finish process to launch new software.
  • An introductory e-mail is sent out to various end users. If an end user is interested in obtaining a trial version of the new software, the end user fills a profiler form out and downloads a wrapped trial version of the software. Afterwards, scheduled e-mail messages are sent to the end user.
  • the end user may purchase the trial software by providing a clearing house with purchase information, such as a credit card and billing address.
  • This novel marketing system not only permits the software publishers to completely and reliably outsource their e-commerce and target market end users, but it also enables the publisher to market, sell and deliver software online.
  • the foregoing description of an implementation of the invention has been presented for purposes of illustration and description. It is not exhaustive and does not limit the invention to the precise form disclosed. Modifications and variations are possible in light of the above teachings or may be acquired from practicing of the invention.
  • the described implementation includes software but the present invention may be implemented as a combination of hardware and software or in hardware alone.

Abstract

Methods and systems consistent with the present invention provide a marketing system that enable software publishers to create a one-on-one marketing campaign for new software releases. Specifically, the marketing system provides a complete start to finish process to launch new software. An introductory e-mail is sent out to various end users. If an end user is interested in obtaining a trial version of the new software, the end user fills a profiler form out and downloads a wrapped trail version of the software. Afterwards, scheduled e-mail messages are sent to the end user. At any time before the trial software expires, the end user may purchase the trial software by providing a clearing house with purchase information, such as a credit card and billing address. This novel marketing system not only permits the software publishers to completely and reliably outsource their e-commerce and target market end users, but it also enables the publisher to market, sell and deliver software online.

Description

E-MAIL MARKETING METHOD AND SYSTEM
Field of the Invention
This invention relates generally to data processing systems and, more particularly, to e-commerce systems.
Description of the Related Art
With the commercialization of the Internet, using the Internet to outsource parts of companies is becoming more prevalent. For example, online retailer stores may outsource their entire customer support center. They do this since it is less expensive to hire a firm to provide the customer support than to maintain a full time staff. Another type of outsourcing is e- commerce outsourcing. E-commerce outsourcing involves allowing a third party to sell the companies product. For example, a software publisher may outsource their e-commerce so that they may focus on software development, and not on selling their product. One type of e-commerce outsourcing available to software publishers is electronic software distribution (ESD). With ESD, an end user can use a computer to purchase software from an electronic point of sale (ePOS), or "store," via a network such as the Internet. The ePOS may be a conventional World Wide Web site, for example, and may represent a software reseller or publisher, such as Macromedia or iGO.com. The software can be downloaded to the user and the user can make payment electronically via the network, without the need for any physical storage medium or physical remuneration to change hands.
Prior to being downloaded, the software generally undergoes certain preparation, which is referred to as "wrapping." Wrapping may include adding certain information to the software product to associated the product with a particular source (i.e., reseller, distributor, etc.), such as a bitmap of the source's logo. Wrapping solutions have been described in Ser. No. 09/134,691 by the same Assignee, hereby incorporated by reference. Although wrapping enables the software publisher to outsouce their software, it does not necessarily enable companies to deliver, market, or sell more software.
There is therefore a need to provide marketing capability to existing wrapping systems and provide Internet marketing for product launches in general. Further, there is a need for software publishers to know, real-time, statistics associated with their distributed software.
SUMMARY OF THE INVENTION
Methods and systems consistent with the present invention provide a marketing system that enable software publishers to create a one-on-one marketing campaign for new software releases. Specifically, the marketing system provides a complete start to finish process to launch new software. An introductory e-mail is sent out to various end users. If an end user is interested in obtaining a trial version of the new software, the end user fills a profiler form out and downloads a wrapped trial version of the software. Afterwards, scheduled e-mail messages are sent to the end user. At any time before the trial software expires, the end user may purchase the trial software by providing an online merchant with purchase information, such as a credit card and billing address. This novel marketing system not only permits the software publishers to completely and reliably outsource their e-commerce and target market end users, but it also enables the publisher to market, sell and deliver software online.
BRIEF DESCRIPTION OF THE DRAWINGS
The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate an implementation of the invention and, together with the description, serve to explain the advantages and principles of the invention. In the drawings,
Figure 1 depicts a data processing system suitable for practicing methods and systems consistent with the present invention;
Figure 2 depicts a more detailed diagram of the client computer depicted in Fig. 1 ; Figure 3A depicts a more detailed diagram of the wrapping facility depicted in Fig. 1 ;
Figure 3B depicts a more detailed diagram of the e-commerce server depicted in Fig. 1 ; Figure 3C depicts a more detailed diagram of the marketing server depicted in Fig. 1 ;
Figure 4 depicts a flow chart of the steps performed by the data processing system of Fig. 1 when providing recommendation in accordance with methods and systems consistent with the present invention; Figure 5A depicts a more detailed flow chart of the wrapping process depicted in Fig. 4;
Figure 5B depicts a more detailed flow chart of the distribution process depicted in Fig. 4;
Figure 5C depicts a more detailed flow chart of the marketing process depicted in Fig. 4;
Figure 6A depicts a profiler form interface used in accordance with methods and systems of the present invention;
Figure 6B depicts a sales agent interface used in accordance with methods and systems of the present invention; Figure 6C depicts a billing form interface used in accordance with methods and systems of the present invention;
Figures 6D-6E depict sample e-mail messages used with methods and systems of the present invention; and
Figures 7A-7B depict sample reports created with methods and systems of the present invention.
DETAILED DESCRIPTION
The following detailed description of the invention refers to the accompanying drawings. Although the description includes exemplary implementations, other implementations are possible, and changes may be made to the implementations described without departing from the spirit and scope of the invention. The following detailed description does not limit the invention. Instead, the scope of the invention is defined by the appended claims. Wherever possible, the same reference numbers will be used throughout the drawings and the following description to refer to the same or like parts.
Overview
Systems consistent with the present invention enable software publishers to launch new software to end users using the Internet. The systems provide trial software for evaluation purposes to end users while maintaining an open channel of communication with each end user that downloaded trial software.
Systems consistent with the present invention obtain marketing demographic information pertaining to various end users. In one instance of marketing information, an end user fills out a profiler form to obtain new trial software. The marketing information may be used to build marketing databases, or supply marketing information to software publishers.
Once the end user fills out the profiler form, the end user may request a copy of a trial software. The trial version is a "try-before-buy" mode, in which the end user can use the trial software for a limited time with the option to purchase it, subject to certain constraints, such as a time limitation or a limitation on the number of useable features. The end user obtains the trial software by any appropriate technique, such as an HTTP request. Once a request is sent to the marketing system, the system downloads the trial software to the end user.
To use the trial software, the end user provides an input for initiating or otherwise selecting the downloaded software, such as double-clicking on a displayed program icon on the computer desktop. In response to this user input, the executable code of the trial software is launched. After the end user receives the trial software, a marketing system periodically transmits e-mail messages to the end user pertaining to the trial software. For example, each e-mail message may include instructions for operating the trial software as well as promotional electronic coupons for other products by the software publisher. The e-mail messages also indicate the expiration date of the trial software. By periodically sending these e-mail message to the end user, the marketing system creates a one-to-one marketing campaign directed to end users that have the trial software. Also, the marketing system maintains realtime statistics and provides detailed reports to the software publishers, such as the number of downloads, number of e-mail messages, and number of purchases. If at any point the end user is interested in purchasing the software, the end user enters user information and payment information in a sales agent interface associated with the trial software, further described below. When the end user has entered all of the required information, the payment information is then transmitted to a clearing house for authorization. Upon receiving authorization to proceed from the clearing house, the trial software "unwraps" and provides the end user with a fully functional version of the software.
Alternatively, the marketing system may provide notifications of launches aside from software. For example, if a third party needed to create a marketing promotion using the Internet, the marketing server could periodically transmit e-mail messages with coupons to potential interested users (based on information provided in the profiler form). System Components
Fig. 1 depicts a data processing system 100 suitable for practicing methods and systems consistent with the present invention. Data processing system 100 comprises a client computer 150 and a software publisher 160 connected to a marketing system 110 via a network 170, such as the Internet. A user uses client computer 150 to receive and transmit information to e- commerce server 130 and marketing server 140 at marketing system 110. Although only one client computer 150 is depicted, one skilled in the art will appreciate that data processing system 100 may contain many more client computers. One skilled in the art will also appreciate that various software located at marketing system 110 may be located at various points throughout system 100. Figure 2 depicts a more detailed diagram of client computer 150, which contains a memory 220, a secondary storage device 230, a central processing unit (CPU) 240, an input device 250, and a video display 260. Memory 220 includes a browser 222 and an e-mail program 224. Browser 222 allows users to interact with e-commerce server 130 by transmitting and receiving files, such as web pages. A web page may include images or textual information to provide an interface to receive identification information from a user using hypertext markup language (HTML), Java or other techniques. An example of a browser suitable for use with methods and systems consistent with the present invention is the Netscape Navigator browser, from Netscape. E-mail program 224 allows a user to transmit and receive e-mail messages. An example of such a program is the Eudora e- mail client, from Eudora.
As shown in Figure 3A, wrapping facility 120 includes a memory 302, a secondary storage device 306, a CPU 308, an input device 310, and a video display 312. Memory 302 includes a wrap engine 304 that wraps software on- the-fly in a manner that is customized for a software publisher 160. More information on wrapping facility 120 is available in US Patent Application No. 09/134,691 , hereby incorporated by reference. As shown in Figure 3B, e-commerce server 130 is similarly configured to wrapping facility 120. Memory 320 includes e-commerce application 322 and interface software 324. E-commerce application 322 may be any type of online store that sells goods over the Internet. Interface software 324 is provided to interface with wrapping facility 120 and marketing server 140. Interface software 324 receives wrapped software from wrapping facility 120 and transmits end user information to marketing server 140. To receive and transmit the software and end user information, interface software 324 may be an Application Program Interface (API), or other input interface. An API is a set of routines, protocols, or tools for communicating with software applications. APIs provide efficient access to the e-commerce server without the need for additional software.
Secondary storage device 326 includes a database 328 that stores wrapped software, user purchase information in order file 330 and marketing demographic information in user file 332. One skilled in the art will appreciate that user file 332 may contain information such as, an end user's e-mail address, a unique user identification, or user shipping information.
As shown in Fig 3C, marketing server 140 is similarly configured as wrapping facility 120. Memory 340 contains e-mail distribution software 342 and reporting software 344. E-mail distribution software 342 queries interface software 324 on e-commerce server 130 to obtain user information stored in order file 330 and user file 332, such as the end-user's e-mail address, name of trial software downloaded, and date of download. With this information, e- mail distribution software 342 transmits periodic e-mail messages to the end users, using well-known techniques. Reporting software 344 creates various reports that include statistical information about the status of the trial software, such as transmitted e-mail messages, end user response rates, and end user downloads. Reporting software 344 obtains the information to create the reports from e-commerce server 130. Although aspects of the present invention are described in terms of digital software, one skilled in the art will appreciate that these aspects may be any type of digital good, such as a digital book or digital music. Additionally, although aspects of the present invention are described as being stored in memory, one skilled in the art will appreciate that these aspects may be stored on or read from other computer readable media, such as secondary storage devices, like hard disks, floppy disks, and CD-ROM; a carrier wave received from a network like the Internet; or other forms of ROM or RAM. Additionally, although specific components and programs of the various servers have been described, one skilled in the art will appreciate that these may contain additional or different components or programs. Overview of the Launch Process
Figure 4 depicts a flow chart of the steps performed by marketing system 110. The launch process is initiated by receiving a digital good, such as software from a software distributor 160 (step 402). Wrapping process 402 creates wrapped software (trial software) from the software and sends the trial software to e-commerce server 130. The wrapping process ends by providing a means to obtain the trial software, such as a link to a web page from e- commerce application 322. Once the trial software is available for download from e-commerce server 130, a distributing process begins (step 404). This process entails obtaining marketing information from end users and distributing the trial software. Once the end user obtains the trial software, the marketing process provides targeted information to the end user using scheduled e-mail messages, and information to software publisher 160 using marketing reports (step 406). One skilled in the art will appreciate that marketing process 406 may provide targeted marketing to the end user in other ways, such as by facsimile, by automated telephone messages, or by mailed CDROMs or DVDs.
Further details and operations of the launch process will now be explained with reference to the flowcharts of Figures 5A-5C. Wrapping Process
As shown in Fig. 5A, wrapping process 402 is initiated, for example, by receiving and encrypting software (step 502). The software is transmitted from a software publisher 160 into wrapping facility 120. For example, software publisher 160 may use File Transfer Protocol (FTP) or a CDROM to transfer the software to wrapping facility 120. Once wrapping facility 120 obtains the software, wrap engine 304 implements a wrapping process to create a trial software, the wrapping process is described in greater detail in US Patent Application No. 09/134,691. The trial software is then transmitted to e-commerce server 130 where it resides and remains available for download by any end user (step 504). To transfer the trial software, wrap engine 304 communicates with interface software 324 on e-commerce server 120. For example, wrap engine 304 may transmit the trial software through well-known sockets to interface software 324. After interface software 324 receives the trial software, interface software 324 includes the trial software in database 328. At the same time, e-commerce application 322 creates a URL link to obtain the trial software (step 506). However, the link does not provide immediate access to the trial software. Instead, the link connects to a profiler form for the end user to fill out, further described below. After the end user fills out the profiler form, e-commerce application 322 transmits the trial software to the end user. Once the e-commerce application 322 creates the link, the link is widely distributed to end users by sending out mass e-mail messages or by banner-advertising on other web sites (step 508). Each e- mail message sent includes an HTML clickable link. When an end user clicks on the link, browser 222 displays the web page corresponding to the link. One skilled in the art will appreciate that the end user may instead obtain the trial software and profiler form on CDROM or DVD, or at a trade show. Distribution Process As shown in Fig. 5B, distribution process 404 is initiated by an end user selecting the profiler form link on e-commerce server 130 (step 512). In response to selecting the link, e-commerce application 322 displays a web page on browser 222 (step 514). The web page may consist of an explanation of the trial software, and a profiler form 600 for the user to fill out, as shown in Fig. 6A. Profiler form 600 requires personal information 602. For example, personal information 602 may include the user's name, address, and e-mail address. One skilled in the art will appreciate that personal information 602 may include other information, such as age, hobbies, or personal likes and dislikes. Profiler form 600 also includes a "Tell-A-Friend" feature 604. If an end user selects feature 604, e-commerce application 322 transmits a second form (not shown) with fields for additional end user's e- mail addresses. E-commerce application 322 then transmits the link embedded in an e-mail message to the additional end user. Once profiler form 600 is displayed on the user's browser 222, the user can enter personal information 602 into the profiler form (step 516). The user may then submit profiler form 600 to e-commerce application 322 using the HTTP protocol standard (step 518). Marketing server 140 uses the entered information to provide targeted marketing to the end user. Once profiler form 600 is received by e-commerce application 322, the application transmits the trial software to the end user using any well-know transmission technique, such as HTTP, FTP or e-mail (step 520). The end user then executes the trial software (step 522). To execute the trial software, the end user provides an input for initiating or otherwise selecting the downloaded trial software, such as double clicking on a displayed program icon. In response to this user input, the executable of the trial software launches a sales agent interface 610 that controls access to the trial software, as shown in Fig. 6B. Sales agent interface 610 contains a sales pane 612 that enables the end user to enter user information and payment information. The end user may decide at any time to purchase the trial software by selecting purchase button 614.
Fig. 6C depicts an interface screen 630 displayed to the end user after selecting purchase button 614. The end user is required to provide complete billing information as well as credit card information. Once the billing and credit card information is verified by a clearing house, the trial software is decrypted and the end user is notified that the purchase has been approved (e.g., by a popup dialog box). More information regarding the decryption process may be found in US Patent application No. 09/134,691 , hereby incorporated by reference. The clearing house also informs e-commerce server 130 that the trial software has been purchased and to update database 330 and order file 332. Software publishers can, at this point, run reports (described below) that indicate the amount of money to be paid to them. For example, once a month, marketing system 110 may provide checks to each publisher representing the number of digital goods sold for that publisher. However, if the end user does not purchase the software, marketing process 406 sends scheduled targeted e-mail messages to the end user to promote the software and encourage the end user to purchase the software. Marketing Process Fig. 5C is a flow chart of the steps performed by marketing server 140.
In a first instance, marketing server 140 communicates with end users (step 520). To communicate, e-mail distribution software 342 receives user information from interface software 324 on e-commerce server 130. Each time an end user successfully downloads the trial software, interface software 324 transmits user information including the end user's e-mail address, software downloaded, and date of download to e-mail distribution software 342.
E-mail distribution software 342 also communicates with the end user on a predetermined schedule. The schedule may be modified to obtain a maximum response from the end users. For example, the schedule may indicate communications with the end user either daily or weekly, or any time the end user visits a particular web page. In one particular predefined schedule (step 522), e-mail distribution software 342 transmits an initial e-mail message to the end user, as depicted in Fig. 6D. The initial e-mail message provides a confirmation that the end user has successfully downloaded the trial software. The message may indicate an expiration date for the trial software.
In this particular schedule, a second e-mail message is sent out to the end user, as depicted in Fig 6E. The second e-mail message is used to remind the end user that there is an expiration date for the trial software. Also included in the second e-mail message may be various software tips and promotional coupons for other software approved by software publisher 160. Finally, a third e-mail message is sent out to the end user (not shown). The third e-mail message is in a similar format as the second e-mail message and may provide a final reminder of the expiration date of the trial software. The direct marketing campaign targeted to the end user provides novel e- commerce outsourcing capabilities to a software publisher 160.
In a second instance, reporting software 344 communicates with software publishers (step 530). Reporting software 344 provides daily reports 700 (step 532), such as goods sold, depicted in Figure 7A, and detailed end user reports 710 (step 534), such as transactions completed, sales, and end user profile statistics, depicted in Figure 7B. To provide reports 700, 710, reporting software 344 may contain a well-known web based query tool that accesses the vaπous databases located in marketing system 110. In addition to the queries, a software publisher may download accounting information to update their own account receivables. For example, once a month a software publisher may download the total units sold and total price. Conclusion Methods and systems consistent with the present invention provide a marketing system that enable software publishers to create a one-on-one marketing campaign for new software releases. Specifically, the marketing system provides a complete start to finish process to launch new software. An introductory e-mail is sent out to various end users. If an end user is interested in obtaining a trial version of the new software, the end user fills a profiler form out and downloads a wrapped trial version of the software. Afterwards, scheduled e-mail messages are sent to the end user. At any time before the trial software expires, the end user may purchase the trial software by providing a clearing house with purchase information, such as a credit card and billing address. This novel marketing system not only permits the software publishers to completely and reliably outsource their e-commerce and target market end users, but it also enables the publisher to market, sell and deliver software online. The foregoing description of an implementation of the invention has been presented for purposes of illustration and description. It is not exhaustive and does not limit the invention to the precise form disclosed. Modifications and variations are possible in light of the above teachings or may be acquired from practicing of the invention. For example, the described implementation includes software but the present invention may be implemented as a combination of hardware and software or in hardware alone.

Claims

WHAT IS CLAIMED IS:
1. A method for a plurality of users to purchase software, executed in a data processing system, comprising the steps of: informing the plurality of users of a location of the software, wherein each user is provided with a link associated with the software; receiving an indication that one of the plurality of users is interested in purchasing the software and, in response to the indication, transmitting the software to an address corresponding to the interested user; and waiting a predetermined period of time and, if the interested user has not yet purchased the software, transmitting a message to the address corresponding to the interested user.
2. The method of claim 1 , further including the step of: before informing the plurality of users of a location of the software, encrypting the software to provide a trial use software.
3. The method of claim 1 , further including the step of: transmitting a second message to the address, wherein the second message includes information regarding the software.
4. The method of claim 1 , wherein receiving an indication further includes the steps of: providing a form to the interested user, the form includes marketing information fields and an e-mail address field for the interested user; receiving a completed form from the interested user; and transmitting the software to an e-mail address in the e-mail address field.
5. The method of claim 4, further including the steps of: requesting the interested user to supply a corresponding e-mail address of a second user; and transmitting the form to the second user.
6. A method for releasing software to users, executed in a data processing system, comprising the steps of: providing a link to trial software to the users; requiring a user to complete a form that includes marketing information associated with that user before that user downloads the trial software; once the user downloads the trial software, transmitting a personalized message that indicates an expiration date of the trial software to the user; transmitting a second personalized message to the user a predetermined period of time after transmitting the first message; and if the user responds to one of the messages, providing software to the user.
7. The method of claim 6, further including: transmitting a personalized e-mail to an e-mail address associated with another user, wherein the associated e-mail address is obtained from the user.
8. A method for marketing a product to a user, executed in a data processing system, comprising the steps of: receiving information including an e-mail address corresponding to the user from the user; transmitting a message to the user that includes a link to the product; and transmitting after a predetermines period of time at least a second message to the user that includes information regarding the product.
9. The method of claim 8, further including the step of: in response to the at least second message, receiving a buy indication from the user.
10. A method for providing software to a plurality of users, executed in a data processing system, comprising the steps of: transmitting a message that includes a link to a form to a plurality of users; receiving a completed form from one of the plurality of users; upon receipt of the completed form, transmitting a message to the one of the plurality of users that includes information regarding the software and a link to the software, and transmitting the software when the one of the plurality of users selects the link; transmitting a second message after a predetermined period of time to the one of the plurality of users that includes additional information regarding the software; and if the one of the plurality of users do not respond within a predetermined period of time to the first or second messages, transmitting a third message to the one of the plurality of users.
11. A system for a plurality of users to purchase software, executed in a data processing system, comprising: an informing component that informs the plurality of users of a location of the software, wherein each user is provided with a link associated with the software; a transmission component that receives an indication that one of the plurality of users is interested in purchasing the software, and that transmits the software to an address corresponding to the interested user; a memory containing a program that determines when to transmit a message to the address corresponding to the interested user; and wherein the transmission component transmits the message to the address when the program determines to transmit the message; and a processor configured to run the program.
12. The system of claim 11 , wherein the program determines to transmit the message to the address based on a predetermined schedule.
13. The system of claim 11 , further comprising: an encrypting component that encrypts the software.
14. The syste m of claim 11 , wherein the transmission component further transmits a second message to the address, wherein the second message includes information regarding the software.
15. The system of claim 11 , wherein the transmission component further provides a form to the interested user, the form includes marketing information fields and an e-mail address field for the interested user, receives a completed form from the interested user, and transmits the software to the corresponding e-mail address.
16. A computer-readable medium containing instructions, for controlling a data processing system to perform a method, the data processing system having a server for releasing software to users using a network, the method comprising the steps of: providing a link to trial software to the users; requiring a user to complete a form that includes marketing information associated with that user before that user downloads the trial software; once the user downloads the trial software, transmitting a personalized message that indicates an expiration date of the trial software to the user; transmitting a second personalized message to the user a predetermined period of time after transmitting the first message; and if the user responds to one of the messages, providing software to the user.
17. The computer-readable medium of claim 16, wherein the method further includes the step of: transmitting a personalized e-mail to an e-mail address associated with another user, wherein the associated e-mail address is obtained from the user.
18. A system for marketing a product to a user, comprising: means for receiving information including an e-mail address corresponding to the user from the user; means for transmitting a message to the user that includes a link to the product; and means for transmitting after a predetermines period of time at least a second message to the user that includes information regarding the product.
19. The system of claim 18, further comprising: means for receiving a buy indication from the user.
20. A method for marketing a product to a plurality of users, executed in a data processing system, comprising the steps of: transmitting a message that includes a link to a form to a plurality of users; receiving a completed form from one of the plurality of users; upon receipt of the completed form, transmitting a message to the one of the plurality of users that includes information regarding the software and a link to the software, and transmitting the software when the one of the plurality of users selects the link; transmitting a second message after a predetermined period of time to the one of the plurality of users that includes additional information regarding the software; and if the one of the plurality of users do not respond within a predetermined period of time to the first or second messages, transmitting a third message to the one of the plurality of users.
PCT/US2000/035480 2000-01-05 2000-12-29 E-mail marketing method and system WO2001050323A2 (en)

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