Effectiveness of Email Marketing in Nigeria

This book is part of a research project that investigates the effectiveness of email marketing in Nigeria. The study is focused explicitly on Nigerian consumers and how they perceive email marketing in Nigeria. The book also examines what effectiveness means for the Nigerian consumer when it comes to email marketing.To ensure the effectiveness of an email, it is crucial to focus on achieving the intended objective. Organizations and brands use various forms of email marketing, such as emails, newsletters, and announcements. The effectiveness of email marketing can be evaluated based on metrics like click-through rates, opt-in rates, and opt-out rates (Zirthang and Rudra, 2014).For email marketing to be successful, it must have an impact. A study by Khedkar and Khedkar (2021) revealed that most marketing professionals (over 80%) believe email marketing is a tool for enhancing customer persuasion and retention. As noted by Khedkar and Khedkar (2021), email marketing has evolved from mass mailings to a targeted approach that focuses on customer needs while respecting their permission-based preferences.