A comparative study of interactive email marketing on customer retention: Evidence from a digital retailer in Kaduna, Nigeria
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Background of the study
Interactive email marketing has emerged as a pivotal tool for enhancing customer retention, particularly within digital retail sectors. In Kaduna, Nigeria, digital retailers increasingly rely on sophisticated email marketing strategies that incorporate personalization, segmentation, and interactive content to engage consumers. By employing data-driven insights, these retailers can deliver tailored messages that resonate with the preferences and behaviors of their target audiences (Umeh, 2023). The interactive elements in emails—such as embedded surveys, clickable banners, and dynamic product recommendations—enhance user engagement and foster a sense of personalized service. This evolution from static email blasts to interactive formats has been facilitated by advancements in technology and a deeper understanding of customer behavior analytics (Eze, 2024). Despite these innovations, challenges remain regarding the integration of new interactive features with traditional marketing systems, the measurement of campaign effectiveness, and the maintenance of customer data privacy. The present study aims to explore the impact of interactive email marketing on customer retention in a digital retailer setting in Kaduna. It examines how these strategies influence customer loyalty, repeat purchase behavior, and overall satisfaction in a competitive digital marketplace. By scrutinizing the mechanisms that underpin interactive email marketing, the study seeks to contribute to improved strategic decisions that can boost customer retention and foster long-term business growth (Nwankwo, 2025).
Statement of the problem
Digital retailers in Kaduna face challenges in optimizing interactive email marketing strategies to enhance customer retention. While interactive emails have the potential to personalize customer interactions, issues such as integration with legacy systems, inconsistent campaign performance metrics, and concerns over data privacy hinder effective implementation (Umeh, 2023). Furthermore, the competitive digital market requires continual innovation to maintain customer engagement and loyalty. As retailers struggle to balance technological advancements with customer expectations, there is an evident gap between potential and actual outcomes. This study aims to identify the specific challenges and develop strategies that address the operational and technological barriers in interactive email marketing. In doing so, it will provide a framework for improving customer retention and maximizing the benefits of interactive marketing initiatives (Eze, 2024).
Objectives of the Study
To assess the effectiveness of interactive email marketing in enhancing customer retention.
To identify challenges in integrating interactive features with existing email marketing platforms.
To recommend strategies for optimizing interactive email campaigns.
Research Questions
How does interactive email marketing influence customer retention in digital retail?
What challenges do digital retailers face in implementing interactive email strategies?
How can interactive email marketing be optimized to improve customer engagement?
Significance of the study
This study offers valuable insights into interactive email marketing’s role in customer retention. Its findings will benefit digital retailers by highlighting effective strategies and technological solutions for enhancing consumer loyalty. The research also informs academic literature on digital marketing, contributing to the development of innovative practices that drive business growth (Nwankwo, 2025).
Scope and Limitations of the Study
This study is limited to examining interactive email marketing on customer retention within a digital retailer in Kaduna, Nigeria.
Definitions of Terms
Interactive Email Marketing: The use of dynamic content and interactive elements in emails to engage recipients.
Customer Retention: Strategies and practices aimed at keeping customers engaged and encouraging repeat purchases.
Digital Retailer: A retailer that operates primarily through online platforms.
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