One marketing strategy used by several companies is to send personalized emails or newsletters to their customers to encourage them to buy their product. However, the opening rate of these emails is very low when the targeted customers do not feel concerned by the email. This article 1 (https://www.crop.ca/en/blog/2019/258/) will allow us to answer the following questions. Here’s an excerpt from the article :
« A quick Google search for email and newsletter opening rates leads to dozens of sources, with rates ranging from 15% to 45%. Some even claim that opening rates higher than 25% are a resounding success. But seriously, can brands afford such poor performances ? And most importantly, why are opening rates so low ?
We asked the main stakeholders : consumers. 2,189 Canadians were ques- tioned about their attitudes and behaviours regarding branded newsletters and emails. The results follow. Of all branded communications received personally, Canadians report an average opening rate of 45%. »
(a) Do the results from the survey in the article in reference allow us to affirm that on average, Canadian consumers open more than 25 % of business communications sent by email and newsletters ? Suppose that the standard deviation in the population is 20 %. Use a significance level of α = 0, 05.
(b) From what average sample rate do we reject the null hypothesis of the test carried out in (a) ?
One marketing strategy used by several companies is to send personalized emails or newsletters to their customers to encourage them to buy their product. However, the opening rate of these emails is very low when the targeted customers do not feel concerned by the email. This article 1 (https://www.crop.ca/en/blog/2019/258/) will allow us to answer the following questions. Here’s an excerpt from the article :
« A quick Google search for email and newsletter opening rates leads to dozens of sources, with rates ranging from 15% to 45%. Some even claim that opening rates higher than 25% are a resounding success. But seriously, can brands afford such poor performances ? And most importantly, why are opening rates so low ?
We asked the main stakeholders : consumers. 2,189 Canadians were ques- tioned about their attitudes and behaviours regarding branded newsletters and emails. The results follow. Of all branded communications received personally, Canadians report an average opening rate of 45%. »
(a) Do the results from the survey in the article in reference allow us to affirm that on average, Canadian consumers open more than 25 % of business communications sent by email and newsletters ? Suppose that the standard deviation in the population is 20 %. Use a significance level of α = 0, 05.
(b) From what average sample rate do we reject the null hypothesis of the test carried out in (a) ?
