E-MAIL MARKETING STRATEGY IN INCREASING CUSTOMER RETENTION IN E-COMMERCE

Popo Suryana

Authors

Popo Suryana Pasundan University, Bandung, Indonesia

Keywords:

Strategy, E-mail Marketing, Customer Retention, E-commerce

Abstract

The rapid growth of e-commerce has increased competition in the market, making it important for companies to maintain customer loyalty. E-mail marketing is considered an effective communication tool in retaining customers. This research aims to analyze and identify effective e-mail marketing strategies in increasing customer retention in the e-commerce industry. This research uses a qualitative approach with descriptive methods. The research results show that e-mail marketing strategies can effectively increase customer retention in the e-commerce industry. In-depth analysis of customer behavior and preferences through data collection proves that personalization of messages, exclusive offers, and useful content can inspire customer engagement. The use of e-mail automation in sending personalized messages has a positive impact on campaign efficiency and effectiveness. In addition, collecting customer feedback via e-mail proves the importance of company responsibility to customer needs and input, which in turn increases consumer trust and loyalty. Overall, the research results confirm that implementing a holistic and coordinated e-mail marketing strategy can make a significant contribution to customer retention and strengthen long-term relationships with consumers in the e-commerce sector.

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