Imagine That a Multivariate E-Mail Test Has Been Conducted by the American

question 33

Essay

Imagine that a multivariate e-mail test has been conducted by the American Savings Association (ASA).The results are shown below.The five manipulations appear as the column headers while the data beneath each column notes the contribution (to click-through)made by that manipulation when it is present or absent. $$\begin{array} { l c c c c c } \hline & \begin{array} { c c c c } \text { Recipient } \\\text { Personalization }\end{array} & \text { Images } & \text { Subject Line } & \text { From Address } & \text { Length } \\\hline \text { Positive } & \text { (present) } & \text { (yes) } & \text { (short) } & \text { (personalized) } & \text { (short) } \\\text { Contribution } & + 7.6 \% & + 3.4 \% & + 2.2 \% & + .2 \% & + 2.9 \% \\\text { Negative } & \text { (absent) } & \text { (no) } & \text { (long) } & \text { (ASA) } & \text { (long) } \\\text { Contribution } & - 10.2 \% & - .2 \% & - 2.2 \% & - .1 \% & - 3.1 \% \\\hline\end{array}$$
Which manipulation has the greatest overall effect on click-through? Which manipulation has the least overall effect? Why?

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Definitions:

Measure

A method or tool used to quantify or assess a variable or condition.

Value

Refers to the importance or worth that a product or service has in the eyes of the consumer, often influencing their purchasing decisions.

Marketing Mix

Refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market, typically encapsulated by the four Ps: Product, Price, Place, and Promotion.

Place Element

Aspects of marketing that focus on the distribution and availability of a product or service to the target consumer.