MEASURING THE EFFECTIVENESS OF E-MAIL MARKETING ON YOUTH PURCHASE INTENTION IN PUDUCHERRY TOWARD BRANDED APPAREL

Abstract

This article addresses the effectiveness of e-mail marketing on the youth purchase intention of consumers towards branded apparel in Puducherry and also reveals the satisfaction level of e-mail content should be valued by consumers. Data were collected from 598 youth consumers based on a convenient sampling method. This research conceptualizes the four variables of consumer intention of their email marketing journey on permission-based marketing, e-mail advertising, digital newsletter, and standalone campaigns from the apparel brand. The result reveals that e-mail marketing has positive effects on the consumer's purchase intention towards branded apparel. Digital newsletter influences consumers to buy the product online followed   E-mail advertising. Consumers are revealed to e-mail marketing and suggest the branded apparel to their friends and family. This study encourages marketers to maintain relationships with customers frequently through electronic mail to enhance consumer purchase intention.

Keywords: Permission-based marketing, e-mail advertising, digital newsletter, and standalone campaigns, Consumer purchase intention.