A STUDY ON THE EFFECTIVENESS OF EMAIL MARKETING CAMPAIGNS DURING FESTIVE SEASONS: STRATEGIES FOR IMPROVED ENGAGEMENT

Abstract

The research paper explores the enhancement of email marketing strategies during the festive season, focusing on improving customer engagement and boosting sales. Email marketing, a powerful tool for businesses, plays a pivotal role in reaching customers during high-demand periods, such as festive seasons. However, many companies face challenges in standing out amidst the increased competition. This study aims to identify key factors that can improve the effectiveness of festive season email marketing campaigns. By reviewing existing literature, examining consumer behaviour, and analysing successful case studies, the paper provides insights into email personalization, segmentation, and content strategies. The findings aim to guide businesses in optimizing their email marketing strategies, ultimately increasing their return on investment during festive periods.