Case Study 2: Improving E-Mail Marketing Response

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Mathematics

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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.

 Table: Improving E-Mail Response Rate  Run	Heading	Email Open   Body	           Replicate           Response Rate 1	Generic		No	         Text		1	            46 2	Detailed	No	         Text		1	            34 3	Generic		Yes	         Text		1	            56 4	Detailed	Yes	         Text		1	            68 5	Generic		No	         HTML		1	            25 6	Detailed	No	         HTML		1	            22 7	Generic		Yes	         HTML		1	            21 8	Detailed	Yes	         HTML		1	            19 1	Generic		No	         Text		2	            38 2	Detailed	No	         Text		2	            38 3	Generic		Yes	         Text		2	            59 4	Detailed	Yes	         Text		2	            80 5	Generic		No	         HTML		2	            27 6	Detailed	No	         HTML		2	           32 7	Generic		Yes	         HTML		2	           23 8	Detailed	Yes	         HTML		2	           33

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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Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric. Points: 160 Case Study 2: Improving E-Mail Marketing Response Unacceptable Fair Proficient Exemplary Criteria 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. Weight: 20% 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. Weight: 20% 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. Weight: 25% 4. Propose one (1) overall strategy for developing a process model for this company that will increase the response rate of its email advertising and obtain effective business process. Provide a rationale for your response. Below 70% F 70-79% C 80-89% B 90-100% A Did not submit or incompletely used 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. Did not submit or incompletely determined 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. Did not submit or incompletely provided a rationale for your response. Did not submit or incompletely recommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Did not submit or incompletely provided a rationale for your response. Did not submit or incompletely proposed 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. Did not submit or Partially used 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. Satisfactorily used 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. Thoroughly used 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. Partially determined 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. Partially provided a rationale for your response. Satisfactorily determined 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. Satisfactorily provided a rationale for your response. Thoroughly determined 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. Thoroughly provided a rationale for your response. Partially recommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Partially provided a rationale for your response. Satisfactorily recommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Satisfactorily provided a rationale for your response. Thoroughly recommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Thoroughly provided a rationale for your response. Partially proposed 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. Partially provided a Satisfactorily proposed 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. Satisfactorily Thoroughly proposed 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. Thoroughly Weight: 25% 5. Writing / Support for ideas Weight: 5% 6. Writing / Grammar and mechanics Weight: 5% incompletely provided a rationale for your response. Never uses reasons and evidence that logically support ideas. Serious and persistent errors in grammar, spelling, and punctuation. rationale for your response. provided a rationale for your response. provided a rationale for your response. Rarely uses reasons and evidence that logically support ideas. Numerous errors in grammar, spelling, and punctuation. Partially uses reasons and evidence that logically support ideas. Partially free of errors in grammar, spelling, and punctuation. Mostly uses reasons and evidence that logically support ideas. Mostly free of errors in grammar, spelling, and punctuation.
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Running head: IMPROVING E-MAIL MARKETING RESPONSE

Improving E-Mail Marketing Response
Name
Course Title
Instructor
Date

IMPROVING E-MAIL MARKETING RESPONSE

1

Improving E-Mail Marketing Response
Use the data shown in the table to conduct a design of experiment (DOE) to test cause-andeffect relationships in business processes for the company.
It is very crucial for any company to conduct the process of email improvement. That is
because a company can be in a proper position to reach its customers as well as create new
customers by making use of email marketing (Berenson, 2013). The purpose of this assignment
is to use the compiled data for conducting a design on response rate that will be useful in making
sure that the company focuses on what is working well and also eliminating any drawbacks.
Some of the important elements considered are methods, ...


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