• R.V.Nithya Sri
• Dr. A.Anandalakshmy
• M.Menakadevi
• K.Priya Dharshini

Email marketing has become a very important instrument for retaining customers within e-commerce. This study explores Amazon’s data-driven email marketing strategies, plus their effect upon customer loyalty, engagement, and purchasing behavior. Through using segmentation, more personalization, and complete automation, Amazon makes sure its email campaigns coincide with specific customer likings, resulting in increased retention percentages. A primary data survey was conducted among 121 Amazon users in Coimbatore City using Google Forms, with responses analyzed through statistical tools, such as Simple Percentage Analysis, Chi-Square Test, Correlation, and One-Way ANOVA. The data suggests that many customized deals greatly affect client involvement. Also, special offers and limited promos greatly affect client loyalty. The study also stresses the importance of optimizing how often emails are sent to prevent fatigue while keeping people interested. Several challenges were identified by the study's researchers. Difficulty in finding relevant offers and excessive email frequency were included. Further, the study stresses how thorough data analysis and strict machine learning shape Amazon’s email campaigns, fueling detailed forecast models of buyer actions for improved aims. The study also explores Amazon’s omnichannel marketing approach, in which emails synchronize along with website and along with app notifications for the creation of a smooth customer experience. By closely analyzing at Amazon’s best practices, this research provides helpful understandings for businesses targeting for to improve their email marketing strategies. Using approaches such as behavioral segmentation, along with personalized communication, in addition to predictive analytics can greatly increase customer retention, brand loyalty, and long-term business growth in the e-commerce sector.

Email Marketing, Customer Retention, Personalization, Data Analytics, E-Commerce, Amazon Statistical Analysis.

"Analysing the Role of Email Marketing in Customer Retention: An Amazon-Inspired Approach", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 3, page no.i193-i198, March-2025, Available :http://www.jetir.org/papers/JETIR2503826.pdf

"Analysing the Role of Email Marketing in Customer Retention: An Amazon-Inspired Approach", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 3, page no. ppi193-i198, March-2025, Available at : http://www.jetir.org/papers/JETIR2503826.pdf