Asses 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?