Use the Online Consumer Purchasing Model (Figure 6.11 below) to assess the effectiveness of an e-mail campaign at a small Web site devoted to the sales of apparel to the ages 1826 young adult market in the United States. Assume a marketing campaign of 100,000 e-mails (at 25 cents 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).
Create a spreadsheet model for your numerical answer AND THENRespond to the following questions in a Word document:
Does the campaign produce a profit?
What would you advise doing to increase the number of purchases and loyal customers?
What Web design factors would you use to keep customers coming back and increase traffic?
What communications messages would you convey to current and potential customers?
Your write-up should be in APA format, 1-2 pages in length, and contain information from a minimum of 3 external sources.
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