1 Use the Online
Consumer Purchasing Model (Figure 6.10) to assess the effectiveness of an e-mail campaignat a small website devoted to the sales of apparel to the ages 18-26 young adult market in Bangladesh.Assume a marketing campaign of 100,000 e-mails (at 25 cents per e-mail address). The expected clickthroughrate is 5%, the customer conversion rate is 10%, and the loyal customer retention rate is 25%. Theaverage sale is $60, and the profit margin is 50% (the cost of the goods is $30). Does the campaign producea profit? What would you advise doing to increase the number of purchases and loyal customers? What webdesign factors? What communications messages?