Design of Experiment Design of Experiment is a statistical approach one may use to find vital few key drivers of a process, understand the process, and build useful process models (Hoerl & Snee, 2012). According to Hoerl and Snee (2012) the Design of Experiment approach is beneficial mainly because it allows one to quantitatively measure the relationship between the process variables and the process responses. Last, the Design of Experiment approach requires less time than other approaches such as the OFAAT and the haphazard approach (Hoerl & Snee, 2012). In reference to the case study, Improving E-Mail Marketing Response the company will use the Design of Experiment approach to determine answers to the following questions: What variables increase the response rate in email advertisement? Which variables interact with one another? Which combination of variables yields the best results for the company’s success?
Analysis of Design of Experiment
In the following case study, the company used three factors to improve its response rate to advertisement e-mails: a generic or detailed e-mail heading, the openness and closeness of the e-mail, and last, whether the email body was text or HTML. The data also included randomization and replication. According to Hoerl and Snee (2012) randomization reduces bias data, and replication increases sensitivity of the experiment enabling one to identify smaller differences. After plotting the first set of data, one was able to conclude that the e-mail body produced the highest number of responses; whereas, the heading had the least effect on the response rate. However, knowing the factor that produces the highest effect isn’t enough information to make a decision. One must expand the data to identify if any of the factors interact with one another; if so do the factors increase or decrease the response rate. Hoerl and Snee (2012) stated that an interaction is when the effect of Factor A is dependent on Factor B. Moreover, the interaction effect measures how much influence B has on the effect of Factor A (Hoerl & Snee, 2012).
Interaction Effect and Scatter Plots Hoerl and Snee (2012) noted that if the two lines are parallel after you plot the averages, then the factors do not interact; however, if the lines are not parallel then the factors interact. After examining the data one may see that Heading and Body has the lowest interaction, while Heading and Email Open and Email Open and the Body of the e-mail have slight interactions. Therefore, the company can conclude that the type of heading doesn’t produce a larger response rate rather the body is text or HTML. On the other hand, Heading and E-Mail Open show differences based on the factors. For instance, when the heading is generic and the e-mail is closed, a higher response rate is produced versus the heading being generic and the e-mail being open. Moreover, a detailed heading with an open e-mail has a greater response rate than a detailed message with a closed e-mail. The largest response rate was produced with the interactions including E-Mail Open and Body. The data produced from the Design of Experiment supports the company using open e-mails with text. Because the combination of closed and detailed e-mails produced a low response rate the company would prefer using a detailed heading. As a result, the company would use a detailed heading, with open e-mails, and text to gain the highest response rate.
Strategy that Increase Response Rate Lee (2015) stated that email is one of the most effective ways to meet prospects today. Lee (2015) also stated that the two most important components are the message and the approach. To increase the response rate of an email Lee (2015) noted that one should limit the number of emails sent, tailor the message, personalize the subject line, use a salutation, and keep the email short. Lee (2015) stated to only send the amount of emails you can respond to. Therefore, limit your emails so you could be responsive. Second, tailor the message so you can focus on a targeted audience and their challenges. Third, personalize the subject line. Lee (2015) mentioned that “it’s critical that the subject line grabs their attention and entice them to open it.” Use a salutation that is formal and inviting to elicit a response (Lee, 2015). Last, keep the email short. Because you want to prospect to read the email to its entirety, make the email brief and quick to read. For instance, the email should contain no more than three paragraphs with at least four sentences per paragraph (Lee, 2015). In conclusion, follow the following practices to gain a high email response rate.

Hoerl, R., & Snee, R. (2012). Statistical Thinking: Improving Business Peformance (2nd ed.). Hoboken, NJ: John Wiley and Sons, Inc.
Lee, K. (2015). 6 Ways to Improve Email Marketing Response Rate. Rain Today, 1-3.