Personalization in Email Marketing: A PLS-SEM Mediation Analysis on Customer Loyalty

 Author (s)

Moin Uddin Jilan & Jalil Uddin Jihan

Abstract

Personalization in email is expected to positively affect consumer behavior as a strong direct marketing tool, increasing open rates and repeat purchases. A cross-sectional study was conducted with 241 respondents using survey questionnaires. This quantitative study, based on the TAM model, explored the impact on customer loyalty. The study revealed that brand association mediates the relationship between perceived ease of use and customer loyalty, whereas perceived usefulness does not. Although both perceived ease of use and perceived usefulness positively affect customer loyalty, perceived usefulness doesn’t create brand association. This study suggests that relevant product information delivered via personalized email leads to a better shopping experience and repeat purchase behavior. In contrast, excessive email personalization doesn’t always lead to stronger brand recall or higher call-to-action rates. The findings extend the TAM model by adding brand association as a mediator in personalized email marketing. Marketers should prioritize easy-to-use email design to build brand associations and drive customer loyalty.

Keywords: E-mail Marketing, Loyalty, Personalization, Mediation, SmartPLS.

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Cite This Article:

Jilan, M. U., & Jihan, J. U. (2026). Personalization in Email Marketing: A PLS-SEM Mediation Analysis on Customer Loyalty, International Journal of Science and Business, 54(1), 74-89.  https://doi.org/10.58970/IJSB.2719

About Author (s)

Moin Uddin Jilan (Corresponding Author), Lecturer, Department of Business Administration, Leading University, Sylhet-3112, Bangladesh. ORCID: https://orcid.org/0009-0009-6659-0190

Jalil Uddin Jihan, MBA, Department of Accounting & Information System (AIS), University of Dhaka, Bangladesh.

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DOI: https://doi.org/10.58970/IJSB.2719

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