Customers’ Perspectives on Promotion-Based, Permission-Based, and Service-Oriented E-Mail Marketing Strategies: A Qualitative Study

The purpose of ths artilde is to develop strong understanding of email marketing by investigating the value provided to customers by different types of e-mail marketing: permission-based, promotional oriented, and service oriented. In order to tackle the proposed research questions, this article includes a qualitative study with 15 participants from India. Data was collected through semi-structured interviews and subject to thematic content analysis. This study demonstrates that the three types of e-mail marketing generate distinct effects on consumers. Service-oriented e-mail stands out for elevating customer experiences and building positive perceptions. Thus using evidences, the study defines and describe the art of email marketing This study fills a research gap, by examining the characteristics (advantages, disadvantages, and outcomes) of each type of e-mail marketing. DOI : https://doi.org/10.54663/2182-9306.2023.v11.n21.5-26