ECOMMERCE EXCEL AND DOC

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 18–26 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).

Instructions:

  1. Create a spreadsheet      model for your numerical answer AND THEN
  2. Respond 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?

  1. Your write-up should be in APA format, 1-2 pages in length, and contain information from a minimum of 3 external sources.
  2. Submit both your Excel file and your Word file for grading.

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