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Email in marketing

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Every mail sent to the clients can be considered to be a marketing email. Email marketing involves use of email to send sales requests, to send ads, to solicit sales, invoice among others. Use of emails in marketing builds loyalty and trust between the company and the clients. It also creates awareness on the new brands of goods and services. To improve the e-mail marketing process, the company conducted a research on the viability, efficiency and reliability of the emails sent to the customers and evaluated the responses.

The design of experiments on the effectiveness of email marketing can be used to describe and explain the variations of the given data (Roth, Kolojejchick, Mattis, & Goldstein, 2004). The effectiveness of email as a tool of advertisement can be determined on the basis of hypothesized information that reflects the variables. The hypothesized questions are; should the email heading be detailed or generic? Should email open or not open? Should email be in text form or HTML?

Some factors need to be considered while answering the above questions, these are; nature of the client and type of the mail that is, are emails junk or genuine. Access to the internet by the customers, type of technology used in accessing the email, and size of the advertisement emails. The speed of the internet is also used in conducting the DOE to determine the response of the above three question. The email contained advertisement information and therefore its heading should be detailed, more, so most of the emails sent every day are usually junk and spam. Thus, customer will tend to ignore generic headings with fear that they might be junk emails.

The email should customize to open as it is meant for their direct clients. The handshake protocol between company and client needs to be considered while determining the nature of the email sent. When there is the formality, no need of sending emails with detailed heading but in the absence of formalities, emails with generic heading are not recommended.

Depending on the speed of the internet used by the clients, he/she will decide whether to open the email in text or HTML; text format is used when the customer don't have internet problem while HTML favors the internet with low speed. The reliability and validity of the email were driving force to use DOE. 95% of the interviewed clients supported the detailed nature of the heading because they fear junk emails ant thus they tend not open emails with generic headings. 5% of the interviewed clients who were the youth open the emails irrespective of whether the heading is detailed or generic.

I would recommend the marketing company to use interaction effects chats as a graphical display tool. My rationale for this recommendation is that the chat represents a definite and clear effect between different outlined variables. More so, interaction effect chats are effective and easy to use while analyzing the collected data because it imports the knowledge of the utilization of a line while displaying results (Keppel, 1991).

The use the detailed heading and text format increases the rate of response of its email advertising. While using the text format and detailed heading, the company receive highest response rate the moment its clients open the mail (Fellenstein, 2002).

To achieve the increased rate of reply and efficiency, the marketing company will follow the outlined strategies. Use of model selection, model fitting and lastly use of model validation steps. Model selection concerns the selection step, plotting the data, knowledge processing and use of various assumptions. Model fitting to be used in determining the unknown parameters is determined by the type of model selection applied. Assessing the validity of assumption made is then conducted. Therefore, the marketing company can get the clear information on various interactions that should be used in obtaining the business plan that will be most efficient and in return increase the response (Edwards, 2009).

The company may also decide to personalize the email incase the data is available. Personalization increases the rate of reply, so it's advisable for the marketing company to personalize in the client's inbox. The company should also use the CAN-SPAM to uplift the company's trustworthy to the client.

References

Edwards, P. J., Roberts, I., Clarke, M. J., DiGuiseppi, C., Wentz, R., Kwan, I., ... & Pratap, S. (2009). Methods to increase response to postal, email and electronic questionnaires. The Cochrane Library.

Fellenstein, C., Gusler, C., Hamilton, R., & Seaman, J. (2002). U.S. Patent Application No. 10/202,723.

Keppel, G. (1991). Design and analysis: A researcher's handbook . Prentice-Hall, Inc

Roth, S. F., Kolojejchick, J., Mattis, J., & Goldstein, J. (2004, April). Interactive graphic design using automatic presentation knowledge. In Proceedings of the SIGCHI conference on Human factors in computing systems.