Email Marketing An Effective Marketing Channel In Digital Era

Abstract

Email marketing is a powerful form of direct marketing used to promote a business’s products and services. It can be used as part of a marketing automation strategy to build customer loyalty, deepen relationships, and keep customers engaged with your brand, products, and services. E-mail marketing plays a crucial role in supporting and enhancing other marketing strategies. Direct E-mail Marketing is the fastest option for sales. The objective of this paper is to know the respondents’ opinions towards E-mail marketing, to study its advantages, and challenges, and to compare the effectiveness of e-mail marketing. We have collected data from 100 respondents. Our study is based on primary and secondary data. We have observed from this study that today social media marketing and other marketing channels have overtaken email marketing and still consumers have a favourable perception of email marketing. In this study, we can see that the respondents are highly satisfied with email marketing by applying the chi-square value and paired t-test. We used the tools like SPSS and Excel