An assessment of email marketing effectiveness on customer retention: Evidence from an e-commerce platform in Kaduna.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study:
Email marketing remains a vital channel for direct communication between businesses and consumers, particularly in the realm of e-commerce. In Kaduna, e-commerce platforms are increasingly relying on personalized email campaigns to nurture customer relationships and drive repeat purchases. This study explores the role of email marketing in customer retention by analyzing content personalization, frequency of communications, and customer segmentation strategies (Aminu, 2023). The digital ecosystem has evolved, with email marketing offering a cost-effective and measurable method of engaging consumers compared to traditional marketing channels. Recent research indicates that targeted email campaigns not only enhance customer satisfaction but also lead to improved retention rates, as consumers feel valued through tailored interactions (Sani, 2024). The study considers how data analytics and automation tools contribute to the efficiency of email campaigns and assesses the impact of these technologies on campaign performance. Additionally, the research discusses the challenges of email marketing such as high unsubscribe rates and email fatigue, which may negatively affect customer retention. By investigating these aspects within an e-commerce context, the study aims to offer practical recommendations for optimizing email marketing strategies and strengthening customer loyalty in a competitive digital marketplace (Aminu, 2023).
Statement of the problem:
Despite the growing adoption of email marketing, e-commerce platforms in Kaduna face difficulties in converting email campaigns into sustained customer retention. Many platforms struggle with issues such as low open rates, ineffective segmentation, and a failure to provide sufficiently personalized content, leading to diminished customer engagement (Sani, 2024). These challenges create a gap between the potential benefits of email marketing and its actual performance in retaining customers. There is a critical need to identify the factors that hinder effective email communication and to propose strategies that align email content with customer expectations. This study investigates the specific obstacles and opportunities related to email marketing, aiming to provide actionable insights that can help e-commerce platforms improve customer retention through more effective email strategies (Aminu, 2023).
Objectives of the study:
To assess the current effectiveness of email marketing campaigns in customer retention.
To identify key factors influencing customer engagement with email communications.
To propose strategies for enhancing personalization and segmentation in email marketing.
Research questions:
How effective are current email marketing campaigns in retaining customers?
What factors significantly impact customer engagement with email communications?
What strategies can improve personalization in email marketing for better retention?
Significance of the study:
This study is significant as it provides e-commerce platforms with critical insights into optimizing email marketing strategies to boost customer retention. The research offers practical recommendations for enhancing engagement and personalization, which are essential for building long-term customer relationships in the digital marketplace (Aminu, 2023; Sani, 2024).
Scope and limitations of the study:
This study is limited to examining email marketing strategies for customer retention within an e-commerce platform in Kaduna, Nigeria, and does not explore other digital marketing channels.
Definitions of terms:
Email marketing: The use of email to promote products and foster customer relationships.
Customer retention: The ability of a business to keep its customers over time.
Segmentation: The process of dividing a customer base into groups based on specific criteria.
Related Project Materials
AN ASSESSMENT OF DESIGN AND IMPLEMENTATION OF LANGUAGE TRANSLATOR (A CASE STUDY OF BENIN LANGUAGE)
INTRODUCTION
Electronic Benin Phrasebook is a computer-based system (processed by Assembler) that was developed to spec...
The Effect of Nurse-Led Infection Control Interventions on Surgical Site Infection Rates at Federal Medical Centre, Yola
Background of the Study
Surgical site infections (SSIs) remain a significant concern in global healthcare, contributing to increased morb...
MULTIVARIATE ANALYSIS OF THE WATER QUALITY IN THE MIDDLE STRETCH OF RIVER KADUNA (MALALI – RIGASA)
ABSTRACT
The water in River Kaduna is used for; domestic purposes, fishing, recreational activities as well as irrigation of crops.Howeve...
Exploring the Impact of Health Policy Innovations on Service Delivery in Nigeria
Background of the Study
Health policy innovations, including new regulatory frameworks, financing models, and service deliv...
A critical analysis of influencer authenticity on consumer purchase decisions: A study of a cosmetics brand in Lagos, Nigeria.
Background of the Study
Influencer marketing has become a mainstream strategy for cosmetics brands aiming to boost consu...
THE INFLUENCE OF FATHERING STYLE ON SOCIAL ADJUSTMENT AMONG ADOLESCENTS
ABSTRACT
This study examined the influence of fathering style on social adjustment among adolescents in...
The Financial Implications of Medical Tourism on Nigerian Hospitals: A Case Study of Lagos State
Background of the Study
Medical tourism, the practice of traveling to another country for medical care, has grown significantly worldwide...
E-Banking Service Delivery and Customer Satisfaction in commercial banks in Lagos metropolis, Nigeria
Statement of the Problem
Effective service delivery in the service industry and the banking sector in particular, is the...
An investigation of undergraduate students’ awareness of open access resources in Federal University, Oye-Ekiti, Ekiti State
Background of the Study:
Undergraduate students constitute the backbone of future scholarship, and their awareness of open...
An examination of the influence of bilingual education on phonological systems in Hausa
Background of the study
Bilingual education in Hausa communities has emerged as a critical area of study as educators stri...
