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MIS 677 E-Commerce Summer
2015
Assignment 2 – 10 Points

Reference Chapter for Assignment 2: Chapter 6:
E-Commerce Marketing and Advertising Concepts

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Use the above Online Consumer Purchasing Model and
information provided to assess the effectiveness of an e-mail marketing campaign
for a small-sized e-commerce company focused on sales of trendy apparel to the
ages 18-26 young adult market in the United States.

For this e-mail marketing campaign:
The company purchased and used 100,000 e-mails @ 25
cents cost per e-mail address.
The expected click through rate is 15%
The conversion to customer rate is 10%
The loyal customer retention rate is 25% (for the
purpose of this e-mail marketing campaign assume that a loyal customer makes
two purchases).
The average sale is $60.00
The profit margin is 50%

.1em;””>2. .1em;””>Suggest
some specific ways to increase the response rate to this e-mail marketing
campaign.

3. Are
e-mail marketing campaigns effective? If not, why not? If yes, why are they
effective and which specific types of e-mail marketing campaigns are most effective?

MIS 677 E-Commerce Summer
2015Assignment 2 – 10 PointsReference Chapter for Assignment 2: Chapter 6:
E-Commerce Marketing and Advertising Concepts.0/msohtmlclip1/01/clip_image002.jpg””>Use the above Online Consumer Purchasing Model and
information provided to assess the effectiveness of an e-mail marketing campaign
for a small-sized e-commerce company focused on sales of trendy apparel to the
ages 18-26 young adult market in the United States.For this e-mail marketing campaign:The company purchased and used 100,000 e-mails @ 25
cents cost per e-mail address.The expected click through rate is 15%The conversion to customer rate is 10%The loyal customer retention rate is 25% (for the
purpose of this e-mail marketing campaign assume that a loyal customer makes
two purchases).The average sale is $60.00The profit margin is 50%.1em;””>2. .1em;””>Suggest
some specific ways to increase the response rate to this e-mail marketing
campaign.3. Are
e-mail marketing campaigns effective? If not, why not? If yes, why are they
effective and which specific types of e-mail marketing campaigns are most effective?”