Improving Email Marketing Response: Case Study Case Study

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Cause-And-Effect Relationships

Required: Use the data presented in Table 1 below to conduct a design of experiment (DOE) in order to test cause-and-effect relationships in business process for the company

Improving Email Response Rate

Run

Heading

Email Open

Replicate

Response Rate

Generic

Detailed

Generic

Detailed

Generic

HTML

Detailed

HTML

Generic

HTML

Detailed

HTML

Generic

Detailed

Generic

Detailed

Generic

HTML

Detailed

HTML

Generic

HTML

Detailed

HTML

Taking averages of the response rate in the repeat experiments, we end up with table 1.1 as shown below:

Run

Email Heading

Email Open

Email Body

Response Rate

Generic

No

Text

(46+38)/2

Detailed

No

Text

(34+38)/2

Generic

Yes

Text

(56+59)/2

Detailed

Yes

Text

74(68+80)/2

Generic

No

HTML

26(25+27)/2

Detailed

No

HTML

27(22+32)/2

Generic

Yes

HTML

22(21+23)/2

Detailed

Yes

HTML

26(19+33)/2

Coding the data in table 1.1 in the form of 1 and -1 for all the three key factors, where i) for the Email Heading factor (abbreviated as EH) 1 represents 'Generic' and -1 represents 'Detailed'; ii) for the Email Opening factor (abbreviated as EO) 1 represents 'No' and -1 represents 'Yes'; and iii) for the Email Body factor (abbreviated as EB) 1 represents 'Text' and -1 represents 'HTML', we end up with table 1.2:

Run

EH

EO

EB

Response Rate

1

1

1

1

42 2

-1

1

1

36

3

1

-1

1

57.5

4

-1

-1

1

74

5

1

1

-1

26

6

-1

1

-1

27

7

1

-1

-1

22

8

-1

-1

-1

26

Calculating the main effect of each of the three factors on the response rate:

Main effect of email heading (EH):

Total response rate for EH when EH is equal to 1 = 163

Total response rate for EH when EH is equal to -1 = 189.5

Slope or Average (163-189.

Stuck Writing Your "Improving Email Marketing Response: Case Study" Case Study?

5)/2 = (13.25)

Main Effect of Email Opening (EO)

Total response rate for EO when EO is equal to 1 = 131

Total response rate for EO when EO is equal to -1 = 179.5

Slope or Average (131-179.5)/2 = (24.25)

Main Effect of Email Body (EB)

Total response rate for EB when EB is equal to 1 = 209.5

Total response rate for EH when EH is equal to -1 = 101

Slope or Average (209.5-101)/2 = 54.25

Calculating the interaction effect of a combination of factors on the response rate to determine whether or not there is an interaction:

Interaction Effect of Email Heading (EH) and Email Opening (EO):

Total response rate for EH*EO when EH*EO is equal to 1 = 168

Total response rate for EH*EO when EH*EO is equal to -1 = 142.5

Slope or Average (168-142.5)/2 = 12.75

Interaction Effect of Email Heading (EH) and Email Body (EB):

Total response rate for EH*EB when EH*EB is equal to 1 = 152.5

Total response rate for EH*EB when EH*EB is equal to -1 = 158

Slope or Average (152.5-158)/2 = (2.75)

Interaction Effect of Email Opening (EO) and Email Body (EB):

Total response rate for….....

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Improving Email Marketing Response: Case Study Case Study

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