A comparative study of email marketing versus social media marketing on conversion rates: Evidence from a subscription service in Abuja, Nigeria
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Background of the study
Email marketing and social media marketing are two key digital channels used by subscription services to drive conversions. This study compares the effectiveness of these two approaches on conversion rates for a subscription service in Abuja, Nigeria. Email marketing offers direct, personalized communication that can nurture customer relationships, while social media marketing leverages broad reach and real-time engagement to capture interest (Afolabi, 2023). In a competitive subscription market, determining the optimal mix of these channels is critical to maximizing conversion rates and customer acquisition. The study examines metrics such as open rates, click-through rates, and conversion percentages, comparing the performance of email and social media campaigns. It also considers challenges such as content saturation, audience segmentation, and platform-specific dynamics (Okeke, 2024).
Statement of the problem
Subscription services in Abuja often face challenges in selecting the most effective digital marketing channel to maximize conversions. While email marketing provides personalization, social media marketing offers vast reach; however, each method has its limitations that can hinder conversion performance. The lack of clear comparative data makes it difficult for subscription services to allocate resources effectively between these channels. This study seeks to address this problem by comparing email and social media marketing strategies, identifying factors that drive conversions, and proposing an optimal channel mix for improved campaign performance (Afolabi, 2023; Okeke, 2024).
Objectives of the Study
To compare the conversion rates achieved through email marketing versus social media marketing.
To identify factors that influence the effectiveness of each marketing channel.
To recommend an optimal strategy for maximizing conversion rates in subscription services.
Research Questions
How do email marketing and social media marketing compare in terms of conversion rates for a subscription service in Abuja?
What factors influence the effectiveness of each marketing approach?
How can subscription services optimize their digital marketing mix to maximize conversions?
Significance of the study
This study is significant as it provides a comparative analysis of two major digital marketing channels, offering insights into which method is more effective in driving conversions. The findings will help subscription services in Abuja make informed decisions on resource allocation and campaign strategy, ultimately enhancing customer acquisition and revenue generation. The research contributes to digital marketing best practices by highlighting channel-specific strengths and weaknesses (Okeke, 2024).
Scope and limitations of the study
The study is limited to comparing email and social media marketing strategies for a single subscription service in Abuja, Nigeria, and does not extend to other marketing channels or industries.
Definitions of terms
Email Marketing: The use of email communications to promote products or services and engage with customers.
Social Media Marketing: The practice of using social media platforms to reach and engage with target audiences.
Conversion Rate: The percentage of recipients who complete a desired action, such as making a purchase or subscribing.
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