Case Study 2: Improving E-Mail Marketing Response

case study 2

Run	Heading	Email Open X2	Body	X1X2	X1X3	X2X3	X1X2X3	Response Rate1	Repeat Rate 2	Average	50RR	X1 X2	Low	High
1	Generic	no	text	+	+	+	_	46	38	42	5.6568542495	Generic	22	57.5
2	Detail	no	text	-	-	+	+	34	38	36	2.8284271247	Detailed	26	74
3	Generic	yes	text	-	+	-	+	56	59	57.5	2.1213203436
4	Detail	yes	text	+	-	-	-	68	80	74	8.4852813742
5	Generic	no	HTML	+	-	-	+	25	27	26	1.4142135624
6	Detail	no	HTML	-	+	-	-	22	32	27	7.0710678119
7	Generic	yes	HTML	-	-	+	-	21	23	22	1.4142135624
8	Detail	yes	HTML	+	+	+	+	19	33	26	9.8994949366
Sum+	163	179.5	101	168	152.5	126	145.5
Sum-	147.5	131	209.5	142.5	158	184.5	165
Avg+	40.75	44.875	25.25	42	38.125	31.5	36.375
Avg-	36.875	32.75	52.375	35.625	39.5	46.125	41.25
Effect	3.88	12.13	27.125	6.375	-1.375	-14.625	-4.875
Regression Coeffients
b0=	77.625				Run	Regression
b1=	1.9375				1
b2=	6.0625				2
b3=	13.5625				3
b4=	3.1875				4
b5=	-0.6875				5
b6=	-7.3125				6
b7=	-2.4375				7
					8
Regression Model
y=(77.625 +1.9375x1+2.125x2-13.5625x3+3.1875x1x2-0.6875x1x3 -7.3125x2x3-2.4375x1x2x3)
Interaction Effect Chart Example
	Heading	Low	High
	Generic(-)
	Detailed(+)
	Email Open
		Low	High
	Yes
	No
	Body
		Low	High
	Text
	HTML
Run Order	Body	open	Head g	A x B	A x C	B x C	AxBxC	Trial 1	Trial 2	Trial 3	Trial 4	Trial 5	Avg
6	-1	-1	1	1	1	1	-1	46	38				42
8	1	-1	1	1	-1	-1	1	34	38				36
1	-1	1	1	-1	1	-1	1	56	59				58
4	1	1	1	-1	-1	1	-1	68	80				74
2	-1	-1	-1	-1	-1	1	1	25	27				26
5	1	-1	-1	-1	1	-1	-1	22	32				27
3	-1	1	-1	1	-1	-1	-1	21	23				22
7	1	1	-1	1	1	1	1	19	33				26
	Negative	Positive				Effect
Body	31	34			A	-3
Open	32.75	44.875			B	-12
Head	25.25	52.375			C	-27
AxB	46.125	31.5			AxB	15
AxC	39.5	38.125			AxC	1
BxC	35.625	42			BxC	-6
AxBXC	41.25	36.375			AxBXC	5	`

Heading/High Low Chart

Generic(-) Low High Detailed(+) Low High

Email Open

Yes

Low High No

Low High

Body

Text Low High HTML Low High