A STUDY ON THE EFFECT OF EMAIL MARKETING ON CUSTOMER RETENTION IN E-COMMERCE

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

In the highly competitive digital marketplace, retaining existing customers has become a major challenge for e-commerce businesses. Email marketing has emerged as one of the most cost-effective and personalized digital marketing tools for maintaining long-term customer relationships. This study examines the effect of email marketing on customer retention in the e-commerce sector. The research focuses on how promotional emails, personalized offers, newsletters, and post-purchase follow-ups influence repeat purchases and customer loyalty. Primary data were collected through a structured questionnaire from 70 respondents. The findings reveal that relevant, timely, and personalized email communication significantly improves customer engagement and retention. The study concludes that effective email marketing strategies enhance customer satisfaction and strengthen long-term relationships in e-commerce.

References

1. https://scholar.google.com
2. https://www.researchgate.net
3. https://www.statista.com
4. https://www.amazon.in
5. https://www.flipkart.com

Keywords

Email marketing, Customer retention, E-commerce, Digital marketing, Customer loyalty.