Impact of Email Marketing on Consumer Engagement in Online Shopping Apps

This study seeks to provide a comprehensive examination of the effectiveness of email marketing strategies in the context of online shopping applications in Coimbatore.The primary objective is to assess the extent to which social media platforms leverage email for product promotion and to determine whether recipients engage with these promotional emails.Given the rapid evolution of the digital business landscape, understanding the scope and impact of email marketing in online shopping has become both relevant and essential.The research is based on data collected from 122 respondents through a structured questionnaire.The collected data were analysed using statistical techniques, including percentage analysis, Chi-square test, and one-way ANOVA, with the aid of SPSS software.