Online Consumer Purchasing Model
Use the Online Consumer Purchasing Model, figure below 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 would be most effective?
Write a paper of 750 words or more that discusses the questions above.
Format your paper using APA Writing Style.