USULAN DESAIN SURAT ELEKTRONIK UNTUK AKUISISI KONSUMEN HALOGAJI

• Main Author: Ayuning Laksita, Maharani
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61434
• Institution: Institut Teknologi Bandung

Halofina has a new service named Halogaji. Halogaji is a new service by Halofina in the form of employer-sponsored Early Wage Access (EWA). Halofina currently is on the acquisition stage for Halogaji. Halofina set 10% for the conversion rate target. However, the conversion rate is only 5,51%. Halofina requires an appropriate acquisition strategy by using e-mail to achieve the target desired. Therefore, this study aims to determine the elements of e-mail design that generate a response of the company that becomes the target of the acquisition for Halofina. Identification of the relationship between e-mail design elemen and response obtained by conducting an experiment. Open, landing page click, form click, and conversion are used as a response variable to measure response. Six design factors, subject line, picture, name of the sender, persuasive content, incentive, and personalization, were manipulated. Fractional factorial design 2k, fraction 1/2, resolution V1, and types of between-subject design was used. The data collection process was conducted by sending an e-mail to all mailing lists of Halofina, consisting of 616 members. The data obtained were then processed using binary logistic regression. Based on the analysis, four attributes generating a response from the e-mail recipients were obtained, which are personalization, picture, subject line, and incentive. E-mail design that's effective to generate response has personalization includes pictures, has a subject line in the form of questions, and has incentive.