Analyzing Effectiveness of Variations of automated Emails

School Name

Governor's School for Science & Mathematics

Grade Level

12th Grade

Presentation Topic

Consumer Science

Presentation Type

Mentored

Mentor

Mentor: Mindy Price, Viyet.com

Abstract

E-commerce is growing rapidly. Forms of marketing for many companies have shifted to the digital venue. Viyet, a start-up company that provides an online luxury platform for people to consign designer furniture, uses automated emails to market to new and returning customers. This study examines which characteristics of the e-mails are likely to make them more successful in attracting customers. In a control study, the graphics of some emails were altered to be more targeted for the specific recipients. Performance data was gathered for three months. Although the limited data did not allow for statistical significance to be determined, it was found that customers reacted more strongly to initial e-mails than to follow-up emails, whether targeted or not targeted.

Start Date

3-25-2017 11:59 PM

Presentation Format

Written Only

Group Project

No

COinS
 
Mar 25th, 11:59 PM

Analyzing Effectiveness of Variations of automated Emails

E-commerce is growing rapidly. Forms of marketing for many companies have shifted to the digital venue. Viyet, a start-up company that provides an online luxury platform for people to consign designer furniture, uses automated emails to market to new and returning customers. This study examines which characteristics of the e-mails are likely to make them more successful in attracting customers. In a control study, the graphics of some emails were altered to be more targeted for the specific recipients. Performance data was gathered for three months. Although the limited data did not allow for statistical significance to be determined, it was found that customers reacted more strongly to initial e-mails than to follow-up emails, whether targeted or not targeted.