Mailchimp Outrageous Fun Game Instructions for Students (1)

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Seneca College *

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MKM915

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Information Systems

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Feb 20, 2024

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docx

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2

Uploaded by Faaiz_123

MAILCHIMP OUTRAGEOUS FUN GAME Overview LEARNING OBJECTIVES ● Practice exploring data from Mailchimp. ● Answer business questions using email data. ● Interpret email analytics and provide performance insights. RECOMMENDED STUDENT PREPARATION ● Read Chapter 12: “Email Analytics.” BACKGROUND Email is a highly valuable marketing channel because each email address provides a business with a direct line of communication with a consumer. Unlike social media where the social platform is the mediator between the business and consumer, a business speaks directly to the consumer through email. Email analytics is data provided on email marketing performance. Basic metrics from email analytics include subscribers, sends, opens, clicks, conversions, and revenue. These analytics are available through email analytics marketing technology tools such as Mailchimp Reports. The effectiveness of email marketing to support business success has driven demand for analysts that can analyze and enhance email performance. For this assignment, have students explore data from Mailchimp reports. Mailchimp is an email marketing service and has the largest market share in the United States. Mailchimp allows for the creation of free accounts and offers premium features for a cost. Since no analytics data is available within an account until emails have been sent, this assignment provides sample data for the students to work with.
Instructions You have been hired as a digital marketing analyst for the fictitious company Outrageous Fun Game. The company sells a question-based game sure to bring on the laughs. The game has over 500 outrageous questions. Each game comes with question cards, instructions, and a box. Step 1: Preparation Make sure you have Excel installed on your computer or you have access to Google Sheets. Open the “Mailchimp Emails Outrageous Fun Game” file below. Step 2: The Assignment Your manager wants you to explore the company’s email data from Mailchimp, the email marketing service that has the largest market share in the United States. Mailchimp allows for the creation of free accounts and offers premium features for a cost. Unfortunately, you do not have direct access to the company’s Mailchimp account, but your manager has exported the email performance data for you. The email data for all of 2019 is in the “Mailchimp Emails Outrageous Fun Game” file. Your manager has asked you to answer the following questions using the email data from in the file. 1. In total, how many emails were successfully delivered in 2019? (Hint: Total successful deliveries from all emails.) 1,303. 2. The file indicates that some emails “soft bounced” and others “hard bounced.” Do some research on the internet on those terms. What is the definition of each term? 3. What email from 2019 had the highest open rate? Write the subject of the email as your answer. 4. What email from 2019 had the lowest click rate? Write the subject of the email as your answer. 5. What email from 2019 got the most unsubscribes? Write the subject of the email as your answer. 6. How much total revenue was created by email in 2019? (Hint: Total revenue from all emails.) 7. Based on the data, how much do you think one game costs? How did you determine the cost of one game? 8. What email from 2019 had the highest revenue? Write the subject of the email as your answer. 9. How did the amount of subscribers in the (Updates & Offers) list change over 2019? (Hint: Look at total recipients.) 10. You asked your manager about the change in the email list subscribers. Your manager mentions that they made some enhancements to the email list in the summer. Based on the data, were these email list enhancements effective at driving quality email engagement and increased revenues?
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