The Email Marketing Effect of Seniority Based on Retention of Online Shoppers in Vijayawada

Author

KUNCHAM VASAVI SUSMITHA, Dr. T. Chandrasekhar Yadav

Abstract

 Email remains one of the cheapest ways for online retailers to stay in touch with customers, but its pull may not be the same for every shopper. This review paper examines how marketing emails influence the retention of online shoppers in Vijayawada, and whether the effect differs with shoppers' seniority, defined here as age group and years of online shopping experience. Primary data were collected through a structured Google Form from 50 online shoppers using convenience sampling. The data were Email remains one of the cheapest ways for online retailers to stay in touch with customers, but its pull may not be the same for every shopper. This review paper examines how marketing emails influence the retention of online shoppers in Vijayawada, and whether the effect differs with shoppers' seniority, defined here as age group and years of online shopping experience. Primary data were collected through a structured Google Form from 50 online shoppers using convenience sampling. The data were tests, chi-square and correlation. Most respondents receive marketing emails (86%), and agreement with the effectiveness statements was positive (index mean 3.75 out of 5). Retention differed significantly across age groups (F = 4.44, p = .008): shoppers aged 18-20 scored highest (4.05) and those aged 21-25 lowest (3.17). Perceived effectiveness differed by online shopping experience (F = 4.25, p = .020), with shoppers of up to two years' experience the least convinced. Email frequency is the clearest risk, as 78% agree that too many emails reduce their interest in a brand. Retail brands should therefore cap email frequency and tailor content by shopper seniority.

Keywords

email marketing; customer retention; online shoppers; seniority; age group; online shopping experience; Vijayawada

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Email marketing is an accepted and moderately effective channel among online shoppers in Vijayawada, particularly for discovery and discounts. Its effect on retention is not uniform: it varies with the age of the shopper, and perceived usefulness varies with how long the shopper has been buying online. Brands that treat all shoppers alike, and that send emails too often, risk weakening the loyalty they hope to build. Retention-focused email programmes should therefore be segmented by seniority, limited in frequency and anchored on relevant, value-adding offers.

Limitations and scope for further research. The sample of 50 respondents was drawn by convenience from one city, subgroup sizes are small, and the responses are self-reported attitudes rather than recorded purchases. The internal consistency of the indices was low. Future studies could use a larger probability sample, include other cities, measure actual repeat purchases and test the reasons behind the age differences.

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