Measuring the Effectiveness of E-mail Marketing on

Youth Purchase Intention in Puducherry Toward

Branded Apparel
Datchayai A (  [email protected] )
Annamalai University https://orcid.org/0009-0006-1757-5849
Dr.V.Vasikar
Annamalai University

Research Article

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

Posted Date: October 31st, 2023

DOI: https://doi.org/10.21203/rs.3.rs-3486371/v1

License:   This work is licensed under a Creative Commons Attribution 4.0 International License.
Read Full License

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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.

1. INTRODUCTION
Email marketing is a powerful tool for fashion brands to connect with their audience and drive sales.
According to Drip, email marketing is one of the most effective strategies used by apparel brands to reach
their target audience 1.

To make an impact with email marketing, it’s important to consider the following:

Subject line: The subject line is the first impression of an email, which can decide whether the email
will be opened or not. Therefore, it should contain specific and informative phrases related to the
content and be attractive enough to hook the recipient 2.
Address: Marketers should pay attention to what kind of address to leave so as not to be considered
fraud or spam 2.
Delivery methods: There are several methods to deliver the brand’s messages such as articles,
newsletters, personalized messages, and events so they should be carefully selected when designing
the email 2.
Content: The content should be rich and preferably tell a story that highlights the products or
services’ key values 2.

1.1 E-mail advertising

Mail advertising is an effective way to share messages and advertise items or specials in your business
because it is inexpensive, fast, and easy, and you can track results. According to HubSpot, email
marketing is one of the most effective ways to reach customers 3.

Here are some tips for creating effective email campaigns:

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 Craft an eye-catching subject line: The subject line is the first impression of an email, which can
decide whether the email will be opened or not. Therefore, it should contain specific and informative
phrases related to the content and be attractive enough to hook the recipient 4.
Personalize your message: Personalizing email content can help you connect with your audience
and drive sales. For example, brands can use data-driven techniques to make recommendations
based on past purchases, using dynamic content to fit consumer preferences, showing an
understanding of purchasing history, and taking advantage of data to promote compelling offers 5.
Use high-quality visuals: High-quality visuals such as images or videos can help make your emails
more engaging and visually appealing 6.
Optimize for mobile: With more people accessing their emails on mobile devices, it’s important to
optimize your emails for mobile. This includes using a responsive design and keeping your email
copy concise.
1.2 Promotional E-Mail Marketing
Promotional email marketing is a powerful tool for businesses to promote their products or services.
According to HubSpot, email marketing is one of the most effective ways to reach customers.

A promotional email campaign consists of 3–10 emails sent over days or weeks. The goal of a
promotional email campaign is to promote a special offer, a digital book, a new product release, or a
webinar. By using email marketing, businesses can communicate directly with their customers in a
personalized way, which can lead to increased sales and customer retention.

1.3 Stand-alone-campaign: a stand-alone campaign is used mostly to promote products for one season
or new products and one or more emails comprise the same product. The main character of these emails
normally has a certain retention period.

1.4 Digital Newsletter: According to Lemmenett (2014), the reason behind a digital newsletter is to
support customer loyalty. They consist of useful information for customers and are sent to them at least
once a month. A disadvantage of newsletters is the constant effort for a company because newsletters
always have to be up-to-date so a company should initiate a professional e-mail marketing tool.

2. REVIEW OF LITERATURE
According to Kendra (2017), email marketing is forty times more effective than social media marketing.
Additionally, Silva (2018) showed that for every dollar a company spends on email marketing, it can
generate a profit worth $35 to $45.

It’s important to note that email marketing and newsletters are often mixed up. Newsletters are commonly
known as humble-brag letters about the company and its offerings and are often sorted into junk email
boxes or deleted by readers before opening (Silva 2018). On the other hand, email marketing is about

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expressing and selling ideas to prospective customers so that marketers can create high-quality content
for the target group (Silva 2018).

Email marketing is a type of digital marketing method used to distribute targeted letters to individual
consumers at a suitable time. With email, businesses can send emails that meet customers’ needs
(Ugonna et al., 2017). Email marketing comes under direct marketing and uses electronic mail to send
messages or communicate with consumers to generate funds (Lodhi & Shoaib, 2017).

This study reveals that email marketing ensures that every email sent to potential or existing consumers
creates attention (Rai, 2018). Email is an essential form of communication within marketing tools where
businesses can connect brand value suggestions to the preferred target audience. However, consumers
also prefer to connect their needs and preferences upstream to the marketers via email medium (Reimers
et al., 2016).

To determine the effects of email marketing, emails should be personalized to receive positive advertising
messages. Understanding the needs and wants, time, and interesting letters of email based on consumer
preferences can also help raise a positive attitude towards email ads that remind marketers of challenges
(Bokde & Seshan, 2019).

Email marketing is a powerful tool for businesses to connect with their audience and drive sales.
According to Sharma, A.; Sharma, S.; Chaudhary, M., email marketing is one of the most important digital
channels. The effects of sending an email are associated with face-to-face communication [Karjaluoto,
H.; Mustonen, N.; Ulkuniemi, P] and can be defined as “sending of commercial and non-commercial
messages to a detailed list of receivers respectively e-mail addresses” [Hudák, M.; Kianiˇcková, E.; Madle
ˇnák, R.), who belong to a set of target segments [Labanauskaite, D.; Fiore, M.; Stašys, R]. It is also one of
the most efficient strategies in brand building, consumer relationship development, customer acquisition,
and sales promotions [Hudák, M.; Kianiˇcková, E.; Madle ˇnák, R.].

Email marketing confers several advantages to companies:

1. Low cost of audience reach: Unlike other forms of advertisement, email does not require you to
purchase ad space. The barrier for entry simply does not exist. You do not have to worry about
whether you can get your content on social media or other platforms.
2. Direct communication with consumers: Email marketing allows brands to communicate directly with
their customers in a personalized way. This can lead to increased sales and customer retention.
3. Less time for marketing campaigns development: Email marketing campaigns can be developed
quickly and easily.
4. Possibility of a message with personalized content: Personalizing email content can help brands
connect with their audience and drive sales.
5. Possibility to test different email approaches: A/B testing involves sending two versions of an email
to a small group of subscribers to see which performs better. This can help you optimize your
campaigns and improve engagement rates.
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 6. Integration with other digital channels: Email marketing can be integrated with other digital channels
such as social media.

This tool also helps create databases of customers and group them by profiles according to their
preferences and buying behaviors [Sharma, A.; Sharma, S.; Chaudhary, M.].

According to Sharma, R.R.; Kaur, Lorente-Páramo, J.; Hernández-García, A.; Chaparro-Peláez, J., the
importance of the existing relationship between customer and company and the perceived value
associated with the email content that is intended for the latter are some of the factors that can influence
customer perceptions. Factors such as the subject matter of the message and the engagement of
consumers with other users on social media can aid in the dissemination of the message. In turn, feelings
also play an important role in the decision. If customers associate the message with positive feelings,
they will forward it to their friends and family. Conversely, if the message generates a negative impact, it
may cause consumers not to forward it. Customer perceptions can be further influenced by factors such
as age, gender, income level, place of residence, and the culture of a given country.

Overall, it’s important for businesses to understand their target audience and tailor their email marketing
campaigns accordingly. By doing so, they can create effective campaigns that resonate with their
audience and drive sales.

3. Hypothesis
Ho-3.1(a)

There is no significant relationship between Promotional E-Mail Marketing and E-Mail Marketing
effectiveness on Branded Apparel

Ho-3.2(b)

There is no significant relationship between the Stand Alone Campaign and E-Mail Marketing
effectiveness on Branded Apparels

Ho-3.3(c)

There is no significant relationship between the Digital Newsletters and E-Mail Marketing effectiveness on
Branded Apparels

Ho-3.4(d)

There is no significant relationship between the e-Mail Advertising and E-Mail Marketing effectiveness on
Branded Apparel

5. Objectives of the study

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 i. To study the effectiveness of effectiveness of e-mail marketing on youth purchase intention in
Puducherry towards branded apparel.
ii. To find out the factors influencing the purchase intention of youth towards branded apparel.
iii. To give suggestions to the marketers to improve the purchase intention of consumers.

6. Research Methodology
6.1 Research Design:
Descriptive research is used in this study to find the current conditions & attitudes of youth that exist at
present in digital marketing.

6.2 Sampling technique

Convenience sampling is a non-probability sampling technique. This technique is applied in this study to
measure the youth consumer purchase decision.

6.3 Sources of data

The study used both primary and secondary data. The primary data was collected from Puducherry (U.T)
like Puducherry, Karaikal, Mahe, and Yanam youth consumers. Secondary data are collected from various
books, newspapers, journals, magazines, etc.

6.4 Sample size

The sample size of this study is 300. Cochran's formula (Infinite Population) is used for this study to
select the sample size.

6.5 Data Collection Instrument

According to Hudák, M.; Kianiˇcková, E.; Madle ˇnák, R., a questionnaire is a list of questions or items
used to gather data from respondents about their attitudes, experiences, or opinions. Questionnaires can
be used to collect quantitative and/or qualitative information. Questionnaires are commonly used in
market research as well as in the social and health sciences.

The questionnaire is made up of closed-ended questions and multiple-choice questions. Rating scales
used for the questionnaire are nominal, ordinal scale, and 5-point Likert scale: (5 = Strongly Agree, 4 =
Agree, 3 = Neither Agree nor Disagree, 2 = Disagree 1 = Strongly Disagree). Survey tools used include
social networking sites such as Instagram, WhatsApp, Twitter, LinkedIn, and Facebook. The software
used for analysis is SPSS-25 Package and AMOS software version 23.

6.6 Statistical Tools:

This study used the Descriptive Statistical method to describe the demographic information of Youth
consumers. The structural Equation Modelling (SEM) method was used in this study. Additionally,
multiple regression analysis, Path Analysis, and Factor analysis were used to reduce the elements and
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conform the prime independent variables of concern dimensions of consumer intention and purchase
decision for branded apparel.

7. Data Analysis & Interpretation

Structural Equation Modeling (SEM) for E-Mail Marketing Impact on Branded Apparel

The Structural Equation Modeling is applied through the Analysis of Movement of Structure software.
The objective of this analysis is to find out the effectiveness of email marketing on branded apparel. The
E-Mail Marketing dimensions are (1) Promotional E-Mail Marketing, (2) Stand Alone Campaign, (3) Digital
Newsletters, and (4) e-Mail Advertising. Finally, the SEM analysis finds out which dimensions highly
influence E-Mail Marketing effectiveness on Branded Apparel.

The Structural Equation Modeling analysis graph is designed with the following independent dimensions:
promotional e-mail marketing, stand-alone campaigns, digital newsletters, and e-mail advertising
influences in the dependent dimension of e-mail marketing effectiveness on branded apparel.

Confirmatory Factor Analysis (CFA)

This study has used AMOS software version 23. CFA is found through an exploratory factor analysis,
which is done by using SPSS 25 to extract the variables of the constructs. In this study, factor analysis,
path analysis, and multiple regression analysis were employed to reduce the variables and conform to the
prime independent variables of the concern dimensions of e-mail marketing. The extracted prime
variables are as follows:

The results of the covariance structural analysis that is performed based on the CFA model show that the
ratio for Chi-square (c2) at p 0.05 of.000 is significant (Hu and Bentler, 1999), RMSEA: 0.065 (< 0.08 good
fit). Dilalla, 2000) CFI: 0.747, TLI: 0.786, and NFI: 0.716, (0-no fit) -1-perfect fit, Hu and Bentler, 1999) PNFI
is 0.778 and PCFI is 0.753(> 0.60 good fit, Hair et al., 2007); therefore, the measures are more than the
necessary threshold values, hence the measurement model indicates a good model fit. All the attributes
are loaded significantly into the latent constructs.

Therefore, the study concludes that the model is sufficient. Hence, the items in the model are reliable
indicators of hypothesized constructs and proceed to test structural relationships.

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 Table 1
Constructs and measured employed
Independent Variables Construct
Dimensions
Abbreviation

Promotional E- PEM-1 Do you receive promotional emails too frequently

Mail Marketing
PEM-3 Whenever you open a promotional email, do you agree the
(PEM) subject line motivates you to purchase the apparel brand.

PEM-4 Whenever you open a promotional email, do you agree the brand
name is motivated you to purchase the apparel brands

Stand Alone SAC-2 Do you feel all the information regarding the new collection can
Campaign be found in one mail

(SAC) SAC-3 Do you feel fashion visuals help you to imagine how you will look
and feel through that visuals

SAC-1 New apparel products & services are marketed on your mail

Digital DNL-3 Quality of the writing to attract more & intend to purchase the
Newsletters brand

(DNL) DNL-4 Do you aware the apparel brands through timelines of the
information

DNL-1 Do you feel the newsletter effectively provides information to the

overall needs of the youth customers

e-Mail EMA-1 Apparel brand email advertising is credible

Advertising
EMA-5 Apparel brand email advertising does not bring privacy concerns
(EMA) for me

EMA-3 Most orders are placed via email

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 Table 2
Regression Weights of for Dimensions of E-Mail Marketing Effectiveness of Branded Apparel
Regression Weights Estimate S.E. C.R. P

PEM-1← Promotional E-Mail Marketing 1.002

PEM-3← Promotional E-Mail Marketing 1.140 0.143 7.926 0.000

PEM-4← Promotional E-Mail Marketing 1.171 0.143 7.993 0.000

SAC-2 ← Stand-Alone Campaign 1.010

SAC-3 ← Stand-Alone Campaign 0.835 0.085 9.390 0.000

SAC-1 ← Stand-Alone Campaign 0.845 0.090 9.460 0.000

DNL-3 ← Digital Newsletters 1.000

DNL-4 ← Digital Newsletters 0.155 0.061 2.467 0.013

DNL-1 ← Digital Newsletters 0.660 0.070 9.261 0.000

EMA-1 ← e-Mail Advertising 1.000

EMA-5 ← e-Mail Advertising 0.795 0.055 14.055 0.000

EMA-3 ← e-Mail Advertising 0.605 0.055 10.206 0.000

E-Mail Marketing ← Promotional E-Mail Marketing 0.286 0.431 0.660 0.009

E-Mail Marketing ← Stand Alone Campaign 0.067 0.215 0.314 0.003

E-Mail Marketing ← Digital Newsletters 0.723 0.825 0.871 0.030

E-Mail Marketing ← e-Mail Advertising 0.335 0.370 0.905 0.004

8. Discussion on Research Finding

Figure 1 shows the structural equation modeling (SEM) analysis graph designed, as the independent
dimensions are promotional e-mail marketing, stand-alone campaigns, digital newsletters, and e-mail
advertising influences in the dependent dimension of e-mail marketing effectiveness on branded apparel.

The dimension of promotional e-mail marketing The first leading variable is ‘whenever they open a
promotional email, they agree the brand name is motivating them to purchase the apparel brands’ (PEM-
4) and the second leading variable is that whenever they open a promotional email, they agree that the
subject line is motivating them to purchase the apparel brands (PEM-3), and the estimate values are
1.171 and 1.141, respectively.

Then, in the dimension of Stand Alone Campaign, the significant variables are compared with estimate
values; the first leading variable is ‘they feel all the information regarding the new collection can be found

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in one mail’ (SAC-2) and the second leading variable is ‘New apparel products and services are marketed
on their mail’ (SAC-1), and the estimate values are 1.010 and 0.845, respectively.

The dimension of Digital Newsletters the first leading variable is ‘Quality of the writing to attract more &
intend to purchase the brand’ (DNL-3), and the second leading variable is 'they feel the newsletter
effectively provides information to the overall needs of the youth customers' (DNL-1) and the estimate
values are 1.000, and 0.660 respectively.

The final dimension of e-Mail Advertising is that the first leading variable is 'Apparel brand email
advertising is credible' (EMA-1) and second leading variable is 'Apparel brand email advertising does not
bring privacy concerns for them (EMA-5) and the estimate values are 1.000, and 0.795respectively.

Finally, the research finds out independent dimensions are Promotional E-Mail Marketing, Stand Alone
Campaigns, Digital Newsletters, and e-Mail Advertising influence the dependent dimension of E-Mail
Marketing effectiveness on Branded Apparels.

The results exhibited that the dimension of Promotional E-Mail Marketing has a significant influence on
E-Mail Marketing of Branded Apparel, as the standardized direct effect of the dimension on E-Mail
Marketing of Branded Apparel is 0.286 (p-value is significant at 0.05%). Therefore, the Null Hypothesis
(Ho-3.4 (a)) is rejected and concludes that Promotional E-Mail Marketing has a positive influence on the
E-Mail Marketing of Branded Apparel.

The results exhibited that the dimension of the Stand Alone Campaign has a significant influence on E-
Mail Marketing of Branded Apparel, as the standardized direct effect of the dimension on E-Mail
Marketing of Branded Apparel is 0.067 (p-value is significant at 0.05%). Therefore, the Null Hypothesis
(Ho-3.4 (b)) is rejected and concludes that Stand Alone Campaign has a positive influence on the E-Mail
Marketing of Branded Apparel.

Finally, the analysis concludes, that the following dimensions are influenced by E-Mail Marketing of
Branded Apparel; the first leading dimension is Digital Newsletters and the impact value is 0.723. The
second leading dimension is e-Mail Advertising and the impact value is 0.335. The next third leading
dimension Promotional E-Mail Marketing and impact value is 0.286. The next fourth leading dimension
Stand Alone Campaign and impact value is 0.067.

9. Practical Implication
Email marketing is a powerful tool for businesses to connect with their audience and drive sales.
According to Hudák, M.; Kianiˇcková, E.; Madle ˇnák, R., the subject line is the first impression of an email,
which can decide whether the email will be opened or not. Therefore, it should contain specific and
informative phrases related to the content and be attractive enough to hook the recipient. Additionally,
marketers should pay attention to what kind of address to leave so as not to be considered fraud or

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spam. There are several methods to deliver the brand’s messages such as articles, newsletters,
personalized messages, and events so they should be carefully selected when designing the email.

In terms of content, it should be rich and preferably tell a story that highlights the products or services’
key values. The results of a study conducted by Sook Fern Yeo et al. (2020) show that email marketing is
one of the most effective strategies used by Puducherry to reach youth consumers through email
marketing. The study found that email marketing has a positive effect on youth purchase intentions
towards branded apparel. By continuously sending updated information to their loyal customers, apparel
brands can help customers gain more knowledge about their brands and induce them to purchase
branded apparel.

10. SUGGESTION
Email marketing is an effective tool for branded apparel to connect with their customers and drive sales.
By using a data-driven strategy, marketers can tailor their email campaigns to their consumers and
provide real value with each email they send. Whether they give continuous reminders to their customers
to leave items in their cart, share new arrivals, or ask for reviews, email marketing is an effective method
to reach their customers. Marketers can build long-lasting relationships with their consumers and achieve
their goals if they have the right email service provider.

According to Hudák, M.; Kianiˇcková, E.; Madle ˇnák, R., branded apparel must create and maintain the
brand image to keep their consumers loyal to the brand. Therefore, companies need to concentrate more
on product quality and services as well as upgrade their process in order to maintain the brand image.

11. Conclusion
There is a positive and significant influence of Email marketing effectiveness on branded apparel. This
indicates that if Email marketing increases then the tendency of consumers to make decisions will also
increase and the increase is significant or consistent to predict in the future. In a booming technology
world, it reveals that apparel brand youth consumers have experienced an Internet and digital media
usage in the past years, which determine a specific study to be conducted within this industry context.
The investigation of measuring the effectiveness of e-mail marketing on youth purchase intention in
Puducherry towards branded apparel has delivered a contribution to the existing literature in this field.
Furthermore, this study has suggested several useful practical implications for marketers and business
practitioners to the apparel brand. The marketers can understand the trends to improve their sales records
to achieve greater rivalry in the marketplace.

Declarations
Competing interest: The authors declare no competing interest.

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Figures

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Figure 1

Structural Equation Modeling (SEM) for E-Mail Marketing Effectiveness of Branded Apparel

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