Attitude of customers towards E-mail as tool for e-marketing

Email marketing is one of the most price effective and well liked Technique of marketing in the internet world since its boom in 1990's and has been adopted by almost all online business. The current study is aimed at highlighting the potential of emerging concept of e-mail marketing. Customers have shown inclination to accept them as a tool of promotion. Although customers do invite marketing communications from companies, substantial number unsubscribe and withdraw very quickly. Understanding the attitude of the customers can help fine tune the practice of email marketing in order to achieve higher efficiencies and effectiveness. The present study is mainly based on 40 consumers from Ernakulum district. While selecting the sample due consideration was given to the factors like area, class of service, gender etc. The study also reveals that the broad categories of information which generate interest through e-mail marketing. From the study we can get a clear idea about the reasons for not accepting certain types of emails. This study is an attempt to high light the issues related with implementation of e-mail marketing.