- Six Sigma Forum Magazine
- May 2011
- Volume 10 Issue 3
- pp. 20-26
- Rajamani, Thairajan; Shraim, Mustafa
- Deemsys Inc., Gahanna, OH, SQPS Ltd., Columbus, OH
Experimental design usually follows the plan-do-check-act (PDCA) cycle of W. Edwards Deming and/or the Six Sigma design, measure, analyze, improve, and control (DMAIC) process. Training organization Deemsys, Inc. used a DMAIC approach to analyze the response rate of its e-mail marketing. The method eventually selected was a fractional factorial design that accounted for the potential confounding of significant effects. Deemsys identified the most important factors and interactions in its e-mail marketing, and for several weeks the company sent out e-mails using the best conditions as determined by the experiment. With the experiment validated, Deemsys was able to use the information from this experiment to improve response and conversion rates, leading to the project paying for itself in only 15 days and a total projected savings to the company of $203,000 over one year.