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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.
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The requirement is about assessing a marketing campaign that has been done already. The data on the responses is provided. I analyzed and determined the profitability. In the solution, there are also ways to increase customer loyalty. Choosing communication message is explained at the end.
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