How email marketing affects Vietnamese generation Z’s purchasing decisions : a survey of young generation Z consumers in Vietnam

Abstract

Since the introduction of the internet, marketing has shifted and formed a new marketing strategy called digital marketing including email marketing. Despite the dominance of search engine ads and social media ads in Vietnam, email marketing is still considered one of the most powerful digital marketing strategies for this market. To drive consumer decisions and capture value, companies need to understand the consumer decision journey. However, the decision journeys are different among generations, and Generation Z is considered with the most buying power after Millennials. The main objective of the study is to understand how email marketing can affect Vietnamese Generation Z consumer decision journey and give recommendations.

This research uses inductive reasoning and both quantitative and qualitative research method, in which the author focus on quantitative data, and qualitative data will be used for further information. Primary data and secondary data are used in this thesis. Primary data was gathered through an online survey distributed among Vietnamese Generation Z consumers aged from 15-26 years old. The author use Google Form to conduct survey questionnaires and data collection process. The data collected was analyzed and reflected back to the research topics for final results using Excel. Second are data are gathered from books and articles.

The finding of the research shows that email marketing has automation, personalization, and contextual interaction capability to shape the journey and drive their purchasing decision. In addition, The results indicate several touchpoints based on Vietnamese consumer desires toward email marketing such as personalization, personal privacy, professional but friendly appearance, extra value, and knowledge about company ethics and social and environmental contribution.