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10 5月, 2010

垃圾郵件裡面的創意

今早打開郵箱,發現兩封以Dear Fox為開頭,屬名是Amanda、Catherine之類的信。原以為是國外好友寄來的,所以就趕忙打開。

沒想到,居然是兩封詐騙郵件。稍微看了一下,覺得跟台灣的詐騙有一點差距(這是一種稱讚嗎?),技巧跟手段真的是太遜了,真懷疑會不會有人上當。不過,詐騙總是會找到一般人最薄弱的地方下手,自己如果沒有堅強的定力,還是很容易受誘惑上勾的。

既然講倒垃圾郵件,在這裡,也跟大家分享一下最近看到的幾封垃圾郵件。

第一封/詐騙型垃圾郵件
My Dear ,

This letter must come to you as a big surprise, but I believe it is only a day that people meet and become great friends/ business partners.

I am XXXXX,a solicitor at law,a personal attorney to XXXXX national Of your country,who executed som many governmental contracts in XXXXX.Here in after shall be referred to as my client,he died on july 2007 with his wife and their only daughter in a car accident on their way to lome-togo international air-port.

All occupants of the vehicle unfortunately lost their lives.Since then I have made several enquiries to your embassy here to locate any of my clients extended relatives,this has also proved unsuccessful.After these several unsuccessful attempts,I decided to track his last name over the Internet,to locate any member of his family hence I contacted you.I have contacted you to assist in repartrating the fund valued at US$20.5 million left behind by my client before it gets confisicated or declared unserviceable by the Security Finance Firm where this huge amount were deposited.

The said Security Finance bank has issued me a notice to provide the next of kin or have his account confisicated within the next twenty one official working days. Since I have been unsuccesfull in locating the relatives for over 2years now,I seek the consent to present you as the next of kin to the deceased since you have the same last names, so that the proceeds of this account can be paid to you.

Therefore,on receipt of your positive response, and at the conclusion of this business we will share both expenses and everything equal that is 50% for you and 50% for me.I have all necessary information and legal documents needed to back you up for claim.All I require from you is your honest co-operation to enable us see this transaction through. I guarantee that this will be executed under legitimate arrangement that will protect you from any breach of the law.

Please i will like you to reply with the below informations
1.Your telephone and fax numbers
2. Your age
3. Your occupation

All these are needed for us to know each other and also for easier communications, email me on XXX@XXXXX

Yours Sincerely,
XXXXXXX

評語:XXXX 的部分,就是我的馬賽克了,這是為了保護當事人之用。簡單的說,這封信寫說寄信給我的這傢伙,意外得到一筆兩千零五十萬美元的託付(錢多卻不知道怎麼花),想要來找我一起,然後五五分帳。
可惜,這數目太大,讓我覺得有點頭暈。還有,抱歉,對我這外國人來說,你可能要先幫我搞到綠卡、然後再幫我分你的錢……

第二封/詐騙型垃圾郵件:
Good day,

I am working with one of the prime bank here in XXXXX, can you help me repatriate the sun of (5.5 million dollar) to your oversea account based on percentage.

(1) Can you handle this project?
(2) Can I give you this trust?
(3) What will be your commission?
(4) Your Private mobile phone number?
(5) Your private email account?

I expect your urgent response and call only if you can handle this project.

Respectfully Yours,
XXXXXX.

照例,XXXXX是馬賽克。這一封信比較拙劣,是請問能不能幫他,將他總數五百五十萬美金的錢,匯款到你的(收信者的)海外帳戶。當然可以啊!只是我唯一的海外帳戶在海地,現在海地……

第三封/網購型垃圾郵件:
這是標題:「母親節到了,是該送老婆一個LV囉」
這是內文:「想買伯爵錶但預算不足耶-快來這
全台灣最大LV GUCCI HERMES批`發商
想擁有LV其實很簡單-快來挑選。點這裡」

評語:標題下得很棒,但是內文需要加強。你多寫個故事,寫長一點,說不定我就點進去了,偏偏你只有寥寥數字。當消費者點進去,畫面設計又不錯,搞不好我會買哩。
另外,“點這裡”<-- 讓我覺得你 Low 掉了。做個Icon吧~ 

第四封/情色型垃圾郵件:
 這是標題:「有沒有女朋友都會需要的資料」
這是內文:「沒有女朋友 --
那就上上視訊網看看正妹吧! 正妹大集合 <<<< 點選進入

已經有要好的女友..
那你一定不可錯過~
商品最齊全的情侶用品網 情人限定用具網 <<<<
可線上刷卡,包裝隱密呦」 

評語:目標對象很廣,每個人不論男女,都處於「有沒有女朋友都會需要的資料」的狀態,真的打到所有人了。太厲害了。

第五封/關鍵字運用型垃圾郵件
這是標題:「越獄:陰謀Prison Break The Conspiracy」
這是內文:「從頭到腳完完整整的全身運動課程 」

評語:就這樣一行字結束,真的就這樣一行,有夠懶的。關鍵字行銷真是做過頭了,以熱門美國影集當標題,慫恿人去點擊,然後裡面寫個無關緊要的……太過分了,就算點開也不會想繼續看下去的。 

第六封/求職求才型垃圾郵件:
這是標題:「免費索取台灣菸酒公司從業人員甄選資料唷^^」 這是內文:「想有金飯碗的工作嗎? 免費索取國道高速公路局收費站儲備收費員甄試資料 點我進入--->>> 」

評語:我猛一看到,就對這垃圾郵件很感興趣。剛好最近有朋友問我,有沒有誰在做非正統教育的補習教育廠商可以介紹,遇到這,我想真是太棒了!點進去之後……
行銷人員實在太不負責了,【點我進入】雖然很low,我一直不喜歡這樣的措辭。但是,您老大卻把聯結都忘了放!建議各位做垃圾郵件的,除了繼續做【點我進入】的形式外,不妨在底下加上一句,若以上連結無法連線,請複製以下網址:http://epublish.blogspot.com/

結語
垃圾郵件要成功,技巧比一般有品牌的公司發" 垃圾郵件" 還難上萬倍。一般有品牌公司,郵件開啟率從幾千分之一,到幾萬分之一都有。沒有品牌的加持,寄十幾萬封會回一封就很不錯了。
多數公司相信,寄得多,反正框到一個就賺了。也有少數公司是做品牌的,打算慢慢累積,一步一步把網路生意做好。前者當然是比較糟的策略,因為現代人愈來愈精,我很懷疑除了我之外,誰還會在垃圾桶裡面翻信(垃圾郵件)來看。而且根據我的實際調查,垃圾郵件的水準正在下滑中,不加把勁,連我都要開始拒收垃圾郵件了....

假如我是垃圾郵件發信人:
總之,垃圾郵件關鍵在於開啟率。開啟後,又要關注點擊率。要增加以上兩個機率,可以從兩方向著手:

1. 增加郵件帳戶數目 (寄給更多的人)
2. 把內容好好編輯好,讓水準提升至如品牌廠商一般 (顧個編輯吧,現在年輕編輯需要您的協助!)

但是這些是表象。核心關鍵是,寄信的內容到底是要幫消費者做些什麼?消費者會感受到你的 "感心" 然後購買或是使用嗎?所以,點擊後,因為網頁資訊充足、因為提供消費者足夠的安全感、因為有很好的交易經驗,接著促使消費者完成交易,這才是垃圾郵件的最高境界。

寄給很多人--> 內容很棒 --> 需求正確 --> 網頁說明清楚 --> 安全感 --> 交易 --> 繼續交易
圖一、成功垃圾郵件流程圖
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