今回の話題は、ネットで新しいサービスを検討する時にお約束のように登場する「情報をメールで配信しよう」というメルマガ情報配信症候群（勝手に命名）について思うところを書いてみます。
メルマガという言葉も最近は市民権を得て、違和感なく使われるようになりました。登録しているメルマガの数も複数という人も多いと思います。ですが、その登録したメルマガ、すべてちゃんと目を通していますか？ 実は読んでないものの方が多いのではないでしょうか？
というのも、情報を得る手段としてはメルマガ以外にもgoogle等の検索エンジンがありますし、ネットだけでなくリアルの世界にも情報は十二分に溢れています。
これだけの情報があるなかで、敢えてまだ情報をメールでどんどん送って欲しいという人がどれだけいるのでしょうか。
メーラーを起動して、メールを受信すると10通来ていた。届いたメールのうち7通はメルマガだ。電気製品を買ってユーザ登録したら送られてくるようになったメールもあるし、まぐまぐから登録したものもある。最初は喜んで読んでいたが、最近は内容も構成も変わらず飽きてきて、届いたメールを開くこともなくなった。必要なメールだけ読んで、あとはそのままゴミ箱に移動…。
この使われ方のシーンを指して「利用シーン」等と表現しますが（近い言葉としては『エクスペリエンス』なんてものも流行りましたね）、利用者の立場になりきって、その使われるシーンを想像することはビジネスを考える上で最も重要な視点の一つだと思います。
冒頭の例で言えば、「自分たちが」メールを配信するという利用シーンはイメージ出来ているけど、「受け手が」メールを受信してそれを読むという利用シーンがイメージ出来ていない、ということになります。メール配信に限らず、「そんなこと言っているけど、あなた自分では絶対使わないでしょ？」というものを口にする人が多いなぁというのがここ数年の実感です。
もちろん、それでもメールで情報を配信するということになっても、それはそれで問題ないと思います。ピンポイントに、かつ低コストで欲しい人に欲しい情報を届けるという意味ではメルマガも優れた手段だと思いますので、チャレンジする価値はあると思います（実際に効果的に活用している企業も沢山見てきました）。
ただ、上記のような想像される利用シーンを超えうるもの、つまり「複数購読しているメルマガの中から、これだけはゴミ箱に捨てられることなく毎回必ずメールが読まれている」という利用シーンを生み出さなければならないという大きな課題が待ちかまえてはいますが。
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ちなみに、私が利用シーンを考えるときは一旦オフィスを出て、道行く人達を観察します。その人達の中から属性の重ならなそうな人を複数チョイスして、その人になりきります。そして、今考えているサービス等をその人達が利用するとしたらどうなるか…を延々と妄想するだけです。
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Posted by: Affiliate program : 2005年05月15日 11:22