Case Study 2: Improving E-Mail Marketing Response

Accounting
June 8, 2021
Club Management Case Study
June 8, 2021

Case Study 2: Improving E-Mail Marketing Response

Due Week 8 and worth 160 points

Read
the following case study.

A
company wishes to improve its e-mail marketing process, as measured by an
increase in the response rate to e-mail advertisements. The company has decided
to study the process by evaluating all combinations of two (2) options of the
three (3) key factors: E-Mail Heading (Detailed, Generic); Email Open (No,
Yes); and E-Mail Body (Text, HTML). Each of the combinations in the design was
repeated on two (2) different occasions. The factors studied and the measured
response rates are summarized in the following table. 

******PLEASE GO TO
THIS LINK BELOW FOR THE CHART****

https://blackboard.strayer.edu/bbcswebdav/institution/MAT/510/1152/Week8/Case
Study 2 Table.jpg

Write a
two to three (2-3) page paper in which you:

  1. Use the
    data shown in the table to conduct a design of experiment (DOE) in order to
    test cause-and-effect relationships in business processes for the company.
  2. Determine
    the graphical display tool (e.g., Interaction Effects Chart, Scatter Chart,
    etc.) that you would use to present the results of the DOE that you conducted
    in Question 1. Provide a rationale for your response. 
  3. Recommend
    the main actions that the company could take in order to increase the response
    rate of its e-mail advertising. Provide a rationale for your response.
  4. Propose
    one (1) overall strategy for developing a process model for this company that
    will increase the response rate of its e-mail advertising and obtain effective
    business process. Provide a rationale for your response. 

Your
assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12),
    with one-inch margins on all sides; citations and references must follow APA or
    school-specific format. Check with your professor for any additional
    instructions.
  • Include a cover page containing the title of the assignment, the
    student’s name, the professor’s name, the course title, and the date. The cover
    page and the reference page are not included in the required assignment page
    length. 

 

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