Studies have shown that email marketing is one of the most cost-effective
marketing tools. Email marketing is one of the tools to improve customer
acquisition and lead generation in the sales funnel model. IDFD relies heavily on
email marketing to promote its entire product portfolio. This research was
initiated to find the relationship between email marketing and customer
acquisition. Using multiple regression analysis, it has been discovered that there is
a positive causal relationship between email marketing and customer acquisition.
More effective email marketing, denoted by email marketing metrics, leads to a
higher customer acquisition, denoted by lead generation. This research has found
that newsletter signups and delivery rate are the two most significant email
marketing metrics (independent variables) that can explain the changes in lead
generation (as the dependent variable). In other words, an increase in newsletter
signups or delivery rate will result in a significant increase in lead generation.
Therefore, this research also looked for ways to improve both newsletter signups
and delivery rate which will in turn improve customer acquisition.