摘要：

【目的】 针对推送主体与推送客体精准匹配的难题，探索提升邮件推送有效性的策略和途径，以促进科技期刊传播能力高质量发展。【方法】 基于2022年11月—2023年10月International Journal of Minerals，Metallurgy and Materials和《工程科学学报》的34次邮件精准推送实践，剖析邮件打开率、链接点击跳转率、打开邮件用户的分布与推送主体、推送客体之间的内在联系，并提出下一步具体的改进方法和策略。【结果】 推送主体的相关性和类型、推送客体的匹配原则、邮件标题和版式等是提升邮件精准推送有效性的关键因素。【结论】 推送主体与推送客体之间匹配的精准度决定着邮件推送的效果。精准推送应从此角度出发，进一步精细化用户画像以提高邮件打开率和链接点击跳转率，更好地促进学术成果高效传播。

关键词: 邮件精准推送, 邮件打开率, 链接点击跳转率, 有效性

Abstract:

[Purposes] In order to assist high-quality development of the dissemination capacity of scientific journals, this work addresses the challenge of precise matching between push contents and receiving targets and explores strategies and approaches to improve the effectiveness of email push. [Methods] Based on the 34 precise email push practices conducted in the International Journal of Minerals, Metallurgy and Materials and Chinese Journal of Engineering from November 2022 to October 2023, the inner relationship among email reading rate, jump rate through link clicks, distribution of users reading email, the push content, and receiving targets was discussed, and the specific improvement methods and strategies for the next step were proposed. [Findings] The relevance and type of push contents, the matching principle of receiving targets, and email title and layout are key factors to improve the effectiveness of precise email push. [Conclusions] The accuracy of matching between the push content and receiving targets affects the effectiveness of email push. It is necessary to refine the user profile to improve email reading rate and jump rate through link clicks, so as to promote the efficient dissemination of academic achievements.

Key words: Precise email push, Email reading rate, Jump rate through link click, Effectiveness