1) In order to create a proper Design of Experiment (DOE), we have to start with a design matrix ("Design Of Experiments (DOE) Tutorial - ASQ"). It is presented in the table below.
Next we have to determine the high and low levels of each of the inputs. The extreme levels are indicated in the table below.
Next the results of the experiment have to be presented in a chart connected with our DOE requirements. The table with the experiment results is depicted below. As we replicated the situation two times for each of the experiments, the date below for each of the experiments comes in pairs.
As each type of combination was also done twice in the experiment, a second table with the results is depicted below to show the results of the other 4 experiments done with the same inputs.
As the open rates are the same for all 4 experiments in each level, we can make a conclusion that they depend not on the detailed or descriptive heading nor on the text of HTML format of the email content. Thus, the two factors only influence the response rate.
The effect of each factors is calculated below. Both of the example replicates for the experiments with open rate no, were calculated.
Results from 1st replicate:
(32+22)/2 - (46+25)/2 = 62.5
Results from 2nd replicate
(38+32)/2 - (38+27)/2 = 67.5
Effect of body on Response Rate
Results from 1st replicate:
(25+22)/2 - (46+34)/2 = 63.5
Results from 2nd replicate:
(27+32)/ - (38+38)/2 = 67.5
In order to calculate the interaction between both of the factors a new table needs to be compiled.
Thus, the effect of the interaction of the headings and body on response rate is calculated below:
Replicate 1
(46+22)/2 + (25+34)/2 = 63.5
Replicate 2
(38+32)/2 + (27+38)/2 = 67.5
2) Excel is used to present the experiment data for both of the replicas as well as the interaction of the headings and body on the response rate for both of the replicas.
3). In order to increase the response rate, the company needs to start by increasing the open rate. The test of Generic vs Detailed headings did not produce any direct results about the open rate. Consequently, the company can test just the subject lines and their different formulation as they are what influence the open rate (Kirkpatrick). For example, the company can test out questions vs incentives in the subject line.
Once the open rate testing has been conducted, the company should then start testing the content of the email. The response rate depends not only on the text/html body. It depends on what the email is offering or urging to do. For example, for the email just offers tips, the response rate will be much different than for the one which offers discounts. This type of content should be tested.
4) Consequently, the company needs to conduct more testing on the subject lines and on the content of the email. They also need to understand the paramount difference between text and html emails. Text emails load a lot faster. Thus, if a person is using a mobile device to access his email, text emails are preferred. However, the company can combine html and text in the body of the email. The main offer can be in text and the headers and pictures of the email can be in html. In this way, the use will see the main information even if he is not ready to use mobile traffic to load the pictures.
Works Cited
"Design Of Experiments (DOE) Tutorial - ASQ". Asq.org. N.p., 2016. Web. 8 Mar. 2016.
Kirkpatrick, David. "Email Marketing: Factors That Influence Open Rate | Marketingsherpa Blog". Sherpablog.marketingsherpa.com. N.p., 2012. Web. 8 Mar. 2016.
