Journal of Exclusive Management Science – April 2023 - Vol 12 Issue 04 - ISSN 2320 - 866X 14 www.jems.net.in STUDY ON CONSUMER BEHAVIOUR TOWARDS EMAIL MARKETING Mr.B Y Yashas, PG Research Scholar, Department of Management Studies, Global Academy of Technology, Bengaluru – 560 098 Dr S Gokula Krishnan, Associate Professor, Department of Management Studies, Global Academy of Technology, Bengaluru – 560 098 ABSTRACT The goal of the study was to comprehend how consumers feel and perceive email marketing and how it affects their purchase behaviour. A sample of 500 consumers were interviewed in-depth and participated in online questionnaires as part of the research. According to the study's findings, most consumers (70%) receive and open emails from companies and organisations, with the bulk of these emails having a promotional focus. The findings also revealed that personalisation and relevance are important elements in determining whether an email will be opened and acted upon by a recipient, and that customers are most likely to open emails from companies from which they have previously made purchases. Keywords: Email marketing, Consumer behaviour, Customer retention, Customer satsification, Digital marketing INTRODUCTION: The study was conducted on the purpose of academic research which examines email marketing as a novel strategy for reaching consumers. The study's main claim is that, in today's competitive market, email marketing activities must alter significantly in response to changes in the quality of demographic factors.The internet has become into a constantly expanding, growing source. Marketers are interested in this particular medium because it is growing because it is a more effective source for attracting customers. A popular method of communication that may be utilised for both personal and business reasons is email. Objectives of the study: 1. To study the factors influencing the consumer behaviour in email marketing. 2. To study whether the email marketing is influencing in the direct sales. 3. To study whether the email marketing is promoting the brand. 4. To study whether the email marketing is creating customer retention in retail stores.