Perception of DBS masters students towards opt-in email marketing in the online retail of apparels

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Saraf, Ameya Ajit
Issue Date
MSc in Marketing
Dublin Business School
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This study is aimed to understand the perception of the master students towards email marketing of online retail stores and what type of email are more effective in email marketing campaigns. For primary research mixed methods approach which comprised of survey of master students of DBS for quantitative analysis and two in-depth interviews for qualitative analysis was used. Later, the data collected was analysed and compared to know if the results from the qualitative and quantitative data collection were in agreement with each other. The data analysis procedure resulted in email marketing being considered to be an effective tool for product promotion and sales for online retailers. Furthermore, personalized email turned out to be more efficient in terms of increasing the click through rate of any email campaign and brand name of the retailer was the main reason which contribute to the increase in the open rate of any email campaign. Also, the popularity of internet enabled smart phones has added to the success of the email marketing by making it easier for the recipients to open the emails through the mobile phones and click through them to make the desired purchase. Overall this research helps the marketers and online retailers to better understand the online retail buying behaviour of the master students which will help them in designing their email marketing campaigns in a better way and help them gain competitive advantage. This research helps in contributing to the research in the field of buying behaviour in online retail.