EMAIL CAMPAIGN FOR HAMBRGR (Coursework Sample)

EMAIL CAMPAIGN FOR HAMBRGR {Name of Student} {University and Department} {Course} {Instructor Name} {Date} Number of Emails to Send The following table presents the Benchmarks for email campaigns according to Mail Chimp. Table SEQ Table \* ARABIC 1. Benchmarks of the Email Campaign; (source: author) Metric Benchmark Value Source Open Rate 21.33% (Mailchimp, 2024) Click-Through Rate (CTR) 2.66% (Mailchimp, 2024) Conversion Rate 2% (Mailchimp, 2024) The Conversion rate can be used to estimate the number of clicked emails. The formula for the Conversion rate is used as follows: Conversion Rate=Number of Converstions from Email CampaignClicked Emails The expected conversions from the campaign is 5 reservations thus, this is the number of conversions. Therefore, the number of clicked emails can be calculated from the conversion rate and the conversion rate. 2%=5Clicked Emails Clicked Emails=52% Clicked Emails=250 The number of Emails to deliver is the same as the number of emails that need to be sent. Therefore, the above value of the clicked emails can be used in conjunction with the CTR to estimate the number of delivered emails. CTR=Emails Clicked Emails Delivered in the Campaign 2.66%=250 Emails Delivered in the Campaign Emails Delivered from Campaign=250 2.66% Emails Delivered from Campaign=9399 Therefore, the number of emails the campaign is expected to send is 9399. Out of these, the number of emails expected to be sent can be used to compute the opened emails of the campaign using the open rate. CTR=Number of Emails Opened Emails Delivered in the Campaign 21.33%=Number of Emails Opened 9399 Number of Emails Opened=21.33% x 9399 Number of Emails Opened=21.33% x 9399 Number of Emails Opened=2005 The above analysis and calculations hold if it is assumed that the database consists of a number of contacts greater than the number of emails expected to be sent. Therefore, the email campaign will need to send at least 9399 emails to previous guests of the restaurant to get 5 conversions. Campaign Budget Production Costs The current campaign assumes that the production costs will be linked the graphic design and writing of copy. Thus, they are the only two metrics considered for the calculation of the production costs. The following table shows the calculation of the production costs. Table SEQ Table \* ARABIC 2. Estimation of Production costs of the Campaign; (source: Author) Component Assumed Rate per Hour Assumed Number of Hours Total Cost Graphic Designer $30 4 $120 Copy and Content Writing $25 3 $75 Total Production Cost $195 Distribution costs The distribution costs of the campaign are informed by subscription fees of Mail chimp which is the Email Service Provider used for the current campaign. While there is a free account on mail chimp, a payment of $67.50 is required for the first 12 months. Afterwards, it will be billed at $135 per month. Therefore, the total distribution costs for the first month is $67.50. The image below shows a screen capture of the pricing of Mail Chimp for 10000 contacts which is the requirement for the current campaign. Figure SEQ Figure \* ARABIC 1. A capture of the price of Mail chimp for 10000 contacts; source: (Mailchimp, 2023) Redemption Costs The redemption costs are linked to costs incurred from offers and incentive made in the campaign. In the current context, there is an offer of a free appetizer priced at $15 per person. The current campaign expects 5 reservations thus the total redemption cost is the product of $15 and 5 leading to a total cost of $75. Therefore, the total budget of the campaign as estimated is $337.50. The table below presents the breakdown. Table SEQ Table \* ARABIC 3. Budget of the Email Campaign; (source: Author) Total Campaign Budget Category Details Cost Production Costs Email Design and Writing $195 Distribution Cost Costs of ESP(Mailchimp) $67.50 Redemption costs Cost of free appetizer $75 Total Cost $337.50 Legal Compliance with CASL Consent According to CASL, any email campaign must target individuals who have given their consent to receive communication from Hambrgr (Government of Canada, 2021). The preceding touches on the subject of implied and explicit consent. In the current setting, those with explicit consent are preferred to ensure highest compliance with CASL. Therefore, the email campaign wi...