Very basic assignment, but I’m overburdened this entire weekend and beginning of the week.

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 Offer 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 Offer 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? 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