Ecommerce Email Marketing's Influence on Buyer Behaviour: ASOS Report

This report examines the role of email marketing in influencing buyer behavior within the e-commerce sector, using ASOS as a case study. The research aims to identify how email marketing impacts customer purchase decisions, brand awareness, and the limitations of this marketing approach. The methodology involves analyzing customer surveys to understand their perceptions of email marketing, including trust, information reliability, and the extent to which emails influence buying decisions. The findings indicate that email marketing remains a valuable communication channel for ASOS, aiding in providing information and influencing purchasing behavior, although limitations exist. The report recommends integrating email marketing with other online methods to maximize effectiveness and addressing the limitations associated with this approach. The report concludes with recommendations for ASOS to continue using email marketing, integrating it with other online marketing methods and addressing the limitations of this method to enhance its effectiveness, leading to increased sales and profitability.

TASK 4 = 4.3 PPT
To ascertain the role of email marketing in
influencing buyer behaviour in ecommerce
sector: case study of ASOS.

Research Aim
Main aim of this research is to ascertain the role of email marketing
in influencing buyer behaviour within ecommerce sector. In order to
progress with this study, ASOS has been taken into account.

Research Objectives
 To identify the role of e-mail marketing within the context of influencing
customers to buy product repeatedly.
 To assess whether e-mail marketing spreads awareness of ASOS among
target customers.
 To analyse the limitation of e-mail marketing practices within the
context of ASOS.
 To recommend the strategies through which effectiveness of e-mail
marketing can be enhanced further.

Theme 1: Email marketing is considered as one of the best
communication channel as compared to other internet
marketing channel.
Email marketing aids in offering quick and reliable information from ASOS.
Yes
No
0 5 10 15 20 25 30 35 40 45
41
9
Do you think email is one of the best form of communication channel as
compared to other internet marketing source?

Theme 2: Email marketing aids in offering
quick and reliable information from ASOS
30%
46%
8%
12%
4%
Email marketing aids in offering quick and reliable information from ASOS.
Strongly agree Agree Neutral Disagree Strongly disagree

Theme 3: Customers trust moderately on the
information attained through email marketing.
Trust Extremely Trust Moderately Cannot trust at all
16
29
5
Please rate, how much you are able to trust the information that receives through email from
ASOS?

Theme 4: Information through email
marketing aids in making buying decision.
Almost every time
Most of the time
Rarely
Never
0 5 10 15 20 25
15
24
9
2
How often information through email helps you in making buying decision?

Theme 5: Customers does not perceive email
marketing as objectionable.
2%
4%
94%
Up to what extent you think email marketing of ASOS is objectionable as it utilizes your private
information for marketing activity?
Extremely
Moderately
Not at all

Recommendation
 It is recommended that Amazon should continue to make use of email
marketing within its business as this approach has still some appeal and
impact on the minds of the customers.
 This marketing approach can be used in good integration with the other
online marketing methods like social media, website promotion etc. This
will led to increased sales and profitability
 Company is also required to take into consideration the limitations
associated with the email marketing method. These limitations can
influence the business activities.

REFERENCES
 Awmechi, U. and Long, C., 2013. The Impact of Point of Purchase
Advertising on Consumer Buying Behavior. Interdisciplinary Journal of
Contemporary Research In Business. 4(10).pp. 84-91
 Baggott, C., 2011. Email Marketing By the Numbers: How to Use the World's
Greatest Marketing Tool to Take Any Organization to the Next Level. John
Wiley & Sons.
 Bryman, A., 2008. Methods and methodology. Qualitative Research in
Organizations and Management: An International Journal. 3 (2). pp.159 –
168.
 Chapman, S. and McNeill, P., 2004. Research methodology. Routledge.
 Chevalier, J. A. and Mayzlin, D., 2006. The effect of word of mouth on sales:
Online book reviews. Journal of marketing research. 43(3). pp. 345-354.

Thank You!!!