Digital Bus Strat.


Use the Online Consumer Purchasing Model, Figure 6.11 in Chapter 6, to assess the effectiveness of an e-mail campaign at a small website devoted to the sales of apparel to the young adult market (ages 18–26) in the United States. Assume a marketing campaign of 100,000 e-mails (at $0.25 per e-mail address). The expected click-through rate is 5%, the customer conversion rate is 10%, and the loyal customer retention rate is 25%. The average sale is $60, and the profit margin is 50% (the cost of the goods is $30). 

  • Does the campaign produce a profit?
  • What advise could you provide in order to increase the number of purchases and loyal customers?
  • What do you think could be some web design factors?
  • What communications messages?

Write a paper of 750 words or more that discusses the questions above.   

Format your paper using West Writing Style Handbook guidelines.


  • 7 years ago
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