Role of email marketing in instituting customer purchase intention De Livera A.C., Liyanage Chalani Madhushani, Karunarathne E.A.C.P. Department of Industrial Management, Faculty of Applied Sciences, Wayamba University of Sri Lanka, Kuliyapitiya, 60200 - Sri Lanka Online published on 17 April, 2024. Abstract Email marketing is a rapidly growing and efficient digital marketing method widely employed by marketers. Even though these marketing campaigns are highly profitable, many factors must be considered when operating an email marketing campaign. Thus, this study aimed to determine how email marketing affects customers’ purchase intention and identify the most influential factors within email marketing campaigns. Thus, the email opening rate, attractiveness, relevance, and customer privacy concerns were considered. To measure the implication of these identified factors on purchase intention, a sample of 264 responses was collected through a structured questionnaire and data were analyzed by employing multiple regression model analysis. According to the test results, email opening rate, attractiveness, and relevance were strongly and positively affected, and privacy concerns strongly and negatively affected the customers’ purchase intention created through email marketing platform. Findings identified the importance of focusing more on attractiveness and relevancy of email content to encourage customer involvement. This implies that improving email open rates, content aesthetics, and relevance can lead to more successful email marketing campaigns. Additionally, addressing customer privacy concerns is crucial to maintaining trust and a positive perception among customers. Further, the outcome of the study will support email marketers in designing their marketing campaigns. Top Keywords Digital Marketing, Privacy Concerns, Message Attractiveness, Purchase Intention. Top |