EMAIL MARKETING
Database Analysis Exercise
Open the Snappos excel file (email list). Snappos is a hypothetical online shoe retailer (like Zappos). Snappos has only recently begun their email marketing efforts. They have collected 250 email addresses and have been sending bi-weekly emails to their entire email list for the last eight weeks. They have made no efforts to clean, segment, or optimize their email list in any way. The database provides information about the 16 sent emails and the resulting action of each of the 250 members of the email list.
Information About the Emails
The coding key for the emails is as follows:
Key
Time of Day
Offe
Category
1
Early Morning
BOGO
Women's athletic shoes
2
Late Afternoon
20% off
Women's dress flats
3
Afternoon
30% off
Women's high heels
4
Evening
50% off
Women's sandals
5
New products
Women's slippers
6
Free shipping
Women's boots
7
Men's athletic shoes
8
Men's sandals
9
Men's dress shoes
10
Men's boots
Each of the 16 emails had the same layout with three visual fields:
Each field featured one of ten possible shoe categories. Emails were sent at various times of the day. The subject line of each email featured an offer and highlighted the product category in field 1. Email 1 has the following properties:
ToD
4
Offe
5
F1
3
F2
1
F3
6
This means this email was sent in the evening. The subject line talked about new products, specifically new women’s high heels. Women’s high heels were pictured in field 1; women’s athletic shoes were pictured in field 2; and women’s boots were pictured in field 3.
Email Response
Below is the response key.
0
Delivered, unopened
1
Hard bounce
2
Soft bounce
3
Delivered, opened
4
Field 1 clicked
5
Field 2 clicked
6
Field 3 clicked
Most emails were delivered, but unopened (which is typical of email lists). Emails could also bounce via hard or soft bounce, or be delivered (but result in no clicks). Recipients who opened the email and clicked on one of the fields are coded 4, 5, or 6 to indicate which field they clicked.
Analyze the email data to answer the following questions.
1. Which respondents should be removed from the email list?
2. What is the best time of day to send emails?
3. Which offers generate the best response?
4. Snappos is looking to segment this email list. Should it put men in one segment and women in the other and only send emails featuring the proper gendered shoe to those lists?
5. Snappos will soon be running a sale on women’s high heels. Which recipients on the list should receive this email?
Sheet1
Email Key
Time of Day Offer Category ToD 4 4 2 3 1 2 3 1 3 2 3 3 2 3 4 1
1 Early Morning BOGO Women's athletic shoes Offer 5 3 2 6 4 1 1 5 4 2 5 5 3 2 2 6
2 Late Morning 20% off Women's dress flats F1 3 8 7 2 4 10 8 1 6 9 7 2 4 5 2 1
3 Afternoon 30% off Women's high heels F2 1 4 2 10 1 3 7 8 9 3 9 10 3 6 5 3
4 Evening 50% off Women's sandals F3 6 7 9 8 3 5 10 3 1 8 5 1 6 10 7 4
5 New Women's slippers
6 Free shipping Women's boots Respondent Gender (1=Male) Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 Email 7 Email 8 Email 9 Email 10 Email 11 Email 12 Email 13 Email 14 Email 15 Email 16
7 Men's athletic shoes 1 0 0 0 0 0 3 0 0 0 0 0 3 0 0 0 4 0
8 Men's sandals 2 1 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0
9 Men's dress shoes 3 0 0 0 0 4 0 0 0 0 0 4 0 0 0 0 0 0
10 Men's boots 4 0 3 0 0 0 4 0 0 0 0 0 0 0 0 0 0 4
5 0 0 0 0 0 3 0 5 0 4 0 0 3 0 3 4 0
6 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
7 0 0 0 0 0 0 0 0 0 3 0 0 3 0 0 3 3
Response Key 8 1 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0
0 Delivered, unopened 9 1 0 0 0 0 0 0 3 0 0 0 3 0 0 0 0 0
1 Hard bounce 10 0 3 0 0 0 3 0 0 0 0 0 0 3 0 0 0 3
2 Soft bounce 11 0 0 0 0 3 0 0 0 0 0 0 0 0 0 0 0 0
3 Delivered, opened 12 1 0 0 0 0 0 0 0 0 3 3 3 0 0 0 0 0
4 Field 1 clicked 13 1 0 3 0 0 0 0 4 0 0 0 3 0 0 0 0 0
5 Field 2 clicked 14 1 0 0 4 0 0 0 0 2 2 2 2 2 2 2 2 2
6 Field 3 clicked 15 0 0 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0
16 0 0 0 0 0 0 0 0 3 3 0 3 0 0 0 0 3
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21 1 0 0 3 0 0 2 2 2 2 2 2 2 2 2 2 2
22 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
23 1 0 0 0 0 0 0 3 0 0 3 0 0 0 0 0 0
24 1 0 0 0 0 2 2 2 2 2 2 2 2 2 2 2 2
25 1 0 3 3 0 0 0 0 0 0 0 3 0 0 0 0 0
26 0 0 0 0 3 0 0 3 0 0 0 0 0 0 0 3 3
27 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
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