A study of interactive email marketing on boosting click-through rates: Evidence from a subscription service in Kano, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Interactive email marketing is an emerging strategy that utilizes engaging elements such as embedded videos, interactive polls, and personalized content to boost click-through rates and overall user engagement. This study examines the effectiveness of interactive email marketing in increasing click-through rates for a subscription service in Kano, Nigeria. The evolution of email marketing has moved beyond simple static messages to dynamic, user-centric designs that encourage immediate interaction (Ibrahim, 2023). In Kano, where digital communication is rapidly evolving, companies are increasingly leveraging interactive elements to capture consumer attention and drive conversions. Studies have shown that interactive emails can lead to significantly higher engagement metrics compared to traditional formats, as they provide a richer user experience (Fatima, 2024). However, the implementation of such strategies requires careful consideration of design, content quality, and user behavior patterns (Mustapha, 2025). This study integrates current theoretical insights and practical evidence to assess the impact of interactive email features on click-through rates, aiming to establish best practices for email marketing in a competitive digital landscape (Sani, 2023).
Statement of the problem
Despite the promise of interactive email marketing, the subscription service in Kano struggles with low click-through rates, which impedes user engagement and revenue growth. The primary challenge lies in creating interactive content that resonates with a diverse audience while overcoming technical constraints and design limitations. Furthermore, there is a notable gap in empirical research focusing on the specific factors that drive interactive email engagement in the Nigerian context. These issues create uncertainty around the return on investment for interactive email campaigns. This study seeks to address these problems by identifying the determinants of effective interactive email marketing and examining their impact on click-through rates. The research will provide insights into how subscription services can optimize their email marketing strategies to enhance customer interaction and boost overall performance (Mustapha, 2025; Ibrahim, 2023).
Objectives of the Study
To evaluate the impact of interactive email marketing on click-through rates.
To identify key interactive elements that drive user engagement.
To recommend strategies for optimizing email design and content for better performance.
Research Questions
How does interactive email marketing influence click-through rates for the subscription service in Kano?
What interactive elements are most effective in driving user engagement?
How can email design be optimized to improve performance metrics?
Significance of the study
This study is significant as it provides insights into the effectiveness of interactive email marketing strategies in boosting click-through rates. The findings will aid subscription services in Kano in enhancing their email campaigns, thereby improving customer engagement and conversion rates. The study contributes to the broader digital marketing literature by highlighting innovative approaches to email marketing (Fatima, 2024).
Scope and limitations of the study
The study is limited to investigating interactive email marketing strategies for a subscription service in Kano, Nigeria, and does not extend to other digital communication channels or geographic locations.
Definitions of terms
Interactive Email Marketing: Email campaigns that incorporate dynamic and engaging elements to encourage user interaction.
Click-Through Rate (CTR): The percentage of recipients who click on links within an email relative to the total number of emails delivered.
Subscription Service: A service that provides regular content or products to customers in exchange for a recurring fee.
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