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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 advice could you provide in order to increase the number of purchases and loyal customers?
- What do you think could be some web design factors that contribute to the success of the site or reduce its success?
- What types of messages might improve the possible effectiveness of the website in terms of generating sales?
Write a paper of approximately 3 pages that discusses the questions above.