Abstract

This study looks at how email marketing may be used as a strategy to keep customers in the e-commerce sector. It looks at how the frequency, content relevance, and personalization of email messages affect customer engagement, repurchase behavior, and brand loyalty utilizing structured questionnaires as a quantitative descriptive method. The result shows that email marketing is still a cheap and direct way to communicate, but it only works well if it is done carefully, especially when it comes to making material that is relevant and personal. There is a modest to moderate positive link between content relevance and the intention to buy again. The study also shows that how to keep customers, how to segment them based on data, how to keep them engaged, and send them messages at the right time. The study suggests that well-targeted email campaigns will help to keep customers, but they are not the only thing that does.

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