Measuring the Effectiveness of E-mail Marketing on Youth Purchase Intention in Puducherry Toward Branded Apparel

Abstract

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 300 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.