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Task 1Task 1.1EveryMailQuickMailJustSends
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You work as an analyst at a product IT company. Your team has decided to focus on user retention through email campaigns. For the testing phase, you engaged three B2B email service providers.

Your task is to determine which companies are worth continuing to work with.

You tested each provider on a small sample of users. In the first table, you need to evaluate the results based on confirmation emails, and in the second — based on general user metrics.		Number of sent emails247823262901
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Number of received emails232611741813
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Number of opened emails909992979
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Number of clicks513709677
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Unsubscribed users29732297
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Non-Deliverability6.13%49.53%37.50%
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Unsubscribe rate12.77%2.73%16.38%
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OR39.08%84.50%54.00%
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TaskCalculate all missing metrics and answer the questions.CTOR56.44%71.47%69.15%
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CTR22.06%60.39%37.34%
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Important!The cost per email sent to Gmail is $0.5.

The cost per email sent to Hotmail is $0.8.		Cost per sent email$0.50$0.80$0.69
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Costs$1,239.00$1,860.80$1,997.10
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NoteUse table Data 1.1 for Task 1.1 and Data 1.2 for Task 1.2.

Email Service Distribution:

EveryMail sent emails only to Gmail. QuickMail sent emails only to Hotmail. JustSends handled mixed mailings.

The average revenue per user is $4 per login.

Example: If a user logs in to the platform twice a day, they generate an average of $8 for that day.		Cost per click$2.42$2.62$2.95
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Company nameEveryMailQuickMailJustSends
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Audience Size247823262901
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Returned unique users on the 30th day83114184
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Returned unique users by the 30th day14976061131
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Simple retention 30 day3.35%4.90%6.34%
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Unbounbed retention 30 day6.62%9.33%15.13%
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Tables descriptionRevenue$8,128.00$4,340.00$7,088.00
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Data 1ROi 30 days after reg1326.31%849.70%784.88%
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type of mail
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date_created
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type of actionsend, receive, open, click, unsubscribeTask 1.2
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email domainhotmail/gmailWhich email provider is the best? Why?
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email companyEveryMail/QuickMail/JustSendsEveryMail is the most cost-effective choice for Gmail users. It generated the highest revenue ($8,128) and ROI (1326%) while keeping the cost per click the lowest.
For Hotmail, QuickMail is the best option despite the 49.5% non-deliverability rate. That bounce rate tells that something wrong with Hotmail list, potentially outdated. When their emails actually deliver, the engagement is high: an 84.5% open rate, a 60.4% CTR, and only a 2.7% unsubscribe rate.
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design typetype 1/type 2
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Data 2
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id_user
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platformmobile/desktop/tablet
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device_osUser OSTask 1.3
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date_logReview the examples of the sent confirmation emails. In your opinion, how did the design impact the performance metrics?
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date_regDesign type 2 significantly outperformed type 1 across all key metrics (CR, CTOR, OR).
Open Rate (85.55% vs 36.12%) - type 2 utilized a customized subject line with an emoji, which potentially increased opens.
Click-to-Open Rate (73.48% vs 55.63%) - type 1 has no design at all and consists of plain text. Type 2 features a visual hierarchy with a purple banner and bright "Confirm My Email" button, which proved highly effective at capturing attention and driving clicks.
Click-Through Rate (62.86% vs 20.09%) - the combination of the improved subject line and the clear visual call-to-action resulted in 3x higher overall engagement.
Unsubscribe Rate (17.63% vs 3.65%) - plain text format and lack of clear structure in type 1 likely caused higher user friction compared to the optimized layout of type 2.
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email companyEveryMail/QuickMail/JustSends
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InfoNon-deliverability% of users who did not receive the email
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Unsubscribe rate
% of users who unsubscribed after receiving the email
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OROpen rate
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CTRClick-through rate
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CTORClick-to-open rate
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