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
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- Recommended for :
- NGN 5000
Background of the study:
Email marketing remains a cornerstone of digital communication strategies for e-commerce platforms. In Kaduna, e-commerce businesses are leveraging personalized email campaigns to nurture customer relationships, promote products, and encourage repeat purchases. This study investigates the effectiveness of email marketing in driving customer retention by analyzing campaign metrics such as open rates, click-through rates, and conversion rates (Aminu, 2023). By employing segmentation and automation tools, e-commerce platforms aim to deliver tailored messages that resonate with individual consumer needs. The research examines the impact of personalized content, frequency of emails, and the overall design of email campaigns on customer loyalty. It also discusses the challenges such as high unsubscribe rates and content fatigue, which can diminish the effectiveness of email marketing efforts (Sani, 2024). Through a detailed analysis of customer data and campaign performance, this study provides insights into best practices for optimizing email marketing strategies to enhance long-term customer retention in a competitive digital marketplace.
Statement of the problem:
E-commerce platforms in Kaduna face challenges in converting email marketing efforts into sustained customer retention. Despite the potential of personalized email campaigns, issues like low open rates and high unsubscribe frequencies often impede the effectiveness of these strategies. There is a gap in understanding the specific factors that drive successful email marketing initiatives, which this study seeks to address by evaluating existing campaigns and identifying key improvement areas (Aminu, 2023).
Objectives of the study:
To assess the effectiveness of email marketing on customer retention.
To identify critical factors influencing successful email campaigns.
To propose strategies to enhance personalization and engagement in email marketing.
Research questions:
How effective are current email marketing campaigns in retaining customers?
What factors contribute most significantly to customer engagement through email?
What improvements can optimize email marketing for better retention?
Significance of the study:
This study is significant as it provides actionable insights into the optimization of email marketing strategies for e-commerce platforms. The findings will help businesses in Kaduna enhance customer retention through targeted, personalized campaigns that drive loyalty and repeat purchases (Aminu, 2023; Sani, 2024).
Scope and limitations of the study:
This study is limited to evaluating email marketing strategies for an e-commerce platform in Kaduna.
Definitions of terms:
Email marketing: The use of email to promote products and engage customers.
Customer retention: The ability of a business to keep its customers over time.
E-commerce platform: An online system that facilitates buying and selling of goods.
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