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ASEAN Marketing Journal

Abstract

This study explores the email marketing content employed by Shopee Indonesia across various product categories, including fashion, health & beauty, electronics, digital products, and home & living. By analyzing the variations in themes, messaging, and promotional tactics, the research aims to understand how Shopee Indonesia customizes its email content to optimize engagement and conversion rates across these diverse categories. The findings reveal that Shopee Indonesia employs distinct content strategies tailored to the specific characteristics and consumer preferences associated with each category, highlighting the platform's strategic approach to targeted marketing.

Bahasa Abstract

Studi ini mengeksplorasi konten email marketing yang digunakan oleh Shopee Indonesia di berbagai kategori produk, termasuk fashion, kesehatan & kecantikan, elektronik, produk digital, dan rumah & kehidupan. Dengan menganalisis variasi tema, pesan, dan taktik promosi, penelitian ini bertujuan untuk memahami bagaimana Shopee Indonesia menyesuaikan konten emailnya guna mengoptimalkan keterlibatan dan tingkat konversi di setiap kategori yang beragam ini. Temuan penelitian ini mengungkapkan bahwa Shopee Indonesia menerapkan strategi konten yang berbeda-beda, disesuaikan dengan karakteristik dan preferensi konsumen dari setiap kategori, menyoroti pendekatan strategis platform dalam pemasaran yang ditargetkan.

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