Data-Driven Personalization in Email Marketing Campaigns: Impact on Consumer Behavior
DOI:
https://doi.org/10.63282/3050-922X.ICRCEDA25-133Keywords:
Data-driven marketing, Personalization, Email marketing, Consumer behavior, Marketing strategies, Consumer engagement, Brand loyalty, Digital marketing, Data privacy, Consumer data analysisAbstract
The advent of data-driven personalization has significantly transformed email marketing campaigns, making them more effective and tailored to individual consumer needs. This paper explores the impact of personalized email marketing on consumer behavior, with a particular focus on how consumer data (such as demographics, purchase history, and browsing patterns) shapes email content and delivery strategies. By analyzing current research, case studies, and data-driven methods, this paper aims to understand the influence of personalized campaigns on consumer engagement, brand loyalty, and purchasing decisions. The findings highlight both the benefits of personalization in driving conversions and customer satisfaction, as well as challenges related to privacy concerns and the overuse of consumer data. Ultimately, this paper underscores the importance of balancing personalization with ethical marketing practices to enhance consumer trust and foster long-term brand relationships
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