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.
According to the data from the research, it is evident that emails composed of text rather than HTML have more response rates, whether open or not by the recipients. An example in both scenarios is 25 responses for non-open generic in run 5, compared to 38 responses to non-open generic in the second replicate, run 1.
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It is also evident that when recipients open the emails, there is a higher tendency to respond to detailed emails, in comparison to generic emails. An example is depicted in run 3 and 4 in the first replicate, whereby there are 56 responses to open generic, in comparison to 68 for the detailed emails. In the second replicate, there are 80 responses to the detailed email, in comparison to the 59 projected by the generic email.
For HTML emails, there is a slightly higher response to non-open emails, as there is to open emails (whether generic or detailed). This is depicted in both the first and second replicate. An example is 19 and 21 responses for open emails, compared to 22 and 25 responses to non-open emails.
As a summative, it is evident that there is a higher response rate for the second replicate, than there is for the first. Therefore, constant emailing results to a response from the recipient ( Powell, Groves, and Dimos, 2011) .
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.
The graph depicts a clear indication of how the second replicate results to higher response rates. In the graph, only the first entry depicts a lower response, with all other entries posting higher response rates when replicated. This proves the rationale.
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.
For maximum efficiency of the email marketing response, the organization should embark on the use of detailed emails, which aim to give accurate information to the recipients, who are the organization’s target market. As proven by the research, there is a higher tendency to respond to detailed emails than there is to generic emails. Text emails are the most efficient, and HTML have a tendency to put off the recipients, as depicted.
Another vital recommendation for maximum effectiveness of the email marketing process is to email the recipients constantly, as there is a higher tendency to respond to the second replicate, than there is to the first. For this reason, constant emailing will enable the organization to capitalize on this effective form of marketing ( Vorhies, Orr, and Bush, 2011) .
Facts backing this rationale are depicted in the graph, where there are higher response rates for replicates in comparison to the first email. Open detailed emails have higher responses when opened, but generic emails tend to create higher responses without being opened.
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.
The most effective strategy for the organization for maximum efficiency is to adopt both generic and detailed emails, with a greater focus on detailed emails as they have higher response rates when opened by the recipients. The emails should be strictly text, with a zero use of HTML emails. Replication is vital in enhancing efficiency, as there is a higher tendency of response to emails in the second replicate. The organization should embark on constantly emailing the recipients, which will consequently result to higher response rates, thus success.
Therefore, as a summation, the strategy is simply: Detailed and generic, Text based, and replicated. This will enhance success of the email marketing process, which in turn result to organizational success, and thus increased revenues.
References
Powell, G., Groves, S., & Dimos, J. (2011). ROI of Social Media: How to improve the return on your social marketing investment . John Wiley & Sons.
Vorhies, D. W., Orr, L. M., & Bush, V. D. (2011). Improving customer-focused marketing capabilities and firm financial performance via marketing exploration and exploitation. Journal of the Academy of Marketing Science , 39 (5), 736-756.
