You have been hired as a digital marketing analyst for the fictitious company Outrageous Fun Game. The
Question:
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.
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.
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.)
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?
| Subject | List | Send Date | Send Weekday | Total Recipients | Successful Deliveries | Soft Bounces | Hard Bounces | Total Bounces | Times Forwarded | Forwarded Opens | Unique Opens | Open Rate | Total Opens | Unique Clicks | Click Rate | Total Clicks | Unsubscribes | Abuse Complaints | Revenue Created | Transactions | Average Order Value |
| Order Outrageous Fun Game Today - Available Now On Kickstarter | (Updates & Offers) | 1/16/2019 16:00 | Wednesday | 32 | 30 | 0 | 2 | 2 | 0 | 0 | 23 | 76.67% | 48 | 12 | 40.00% | 20 | 0 | 0 | $180.00 | 6 | $30.00 |
| Outrageous Fun Game @ Your Next Party | (Updates & Offers) | 1/19/2019 21:15 | Saturday | 52 | 50 | 0 | 2 | 2 | 0 | 0 | 36 | 72.00% | 72 | 5 | 10.00% | 8 | 1 | 0 | $60.00 | 2 | $30.00 |
| Kickstarter Returns All The Money If We Don't Hit Goal | (Updates & Offers) | 1/30/2019 8:00 | Wednesday | 49 | 49 | 0 | 0 | 0 | 0 | 0 | 35 | 71.43% | 56 | 10 | 20.41% | 14 | 0 | 0 | $90.00 | 3 | $30.00 |
| We Secured A Super Bowl Ad Spot | (Updates & Offers) | 2/6/2019 11:32 | Wednesday | 50 | 50 | 0 | 0 | 0 | 0 | 0 | 29 | 58.00% | 41 | 2 | 4.00% | 3 | 0 | 0 | $0.00 | 0 | $0.00 |
| YouTube Love & 20% OFF Outrageous Fun Game | (Updates & Offers) | 9/24/2019 7:00 | Tuesday | 215 | 214 | 0 | 1 | 1 | 0 | 0 | 68 | 31.78% | 121 | 8 | 3.74% | 9 | 0 | 0 | $0.00 | 0 | $0.00 |
| 50% Off Outrageous Fun Game: 2 Weeks Only On Amazon | (Updates & Offers) | 10/18/2019 10:30 | Friday | 234 | 229 | 2 | 3 | 5 | 0 | 0 | 59 | 25.76% | 75 | 7 | 3.06% | 7 | 0 | 0 | $120.00 | 4 | $30.00 |
| Outrageously Easy Holiday Shopping | (Updates & Offers) | 11/23/2019 17:58 | Saturday | 217 | 217 | 0 | 0 | 0 | 0 | 0 | 82 | 37.79% | 119 | 5 | 2.30% | 5 | 4 | 0 | $90.00 | 3 | $30.00 |
| Who Has A Great Gift Idea? ME | (Updates & Offers) | 12/10/2019 10:15 | Tuesday | 253 | 248 | 3 | 2 | 5 | 0 | 0 | 55 | 22.18% | 66 | 2 | 0.81% | 2 | 3 | 0 | $90.00 | 3 | $30.00 |
| Who Has The Merriest Gift Idea? ME | (Updates & Offers) | 12/11/2019 18:18 | Wednesday | 216 | 216 | 0 | 0 | 0 | 0 | 0 | 88 | 40.74% | 117 | 6 | 2.78% | 8 | 2 | 0 | $0.00 | 0 | $0.00 |
Expert Answer:
Answer 1 In total the number of emails successfully delivered in 2019 is 1279 This can be calculated ... View the full answer
