ASEAN Marketing Journal
Vol. 17, No. 2

From Fashion to Electronics: Analyzing Shopee Indonesia Email Marketing Content Across Different Product Categories

Rahayu, Tri Anita (Unknown)
Rahyadi, Irmawan (Unknown)
La Mani, La Mani (Unknown)

Article Info

Publish Date
31 Dec 2025

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.

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Journal Info
ASEAN Marketing Journal
Website

Abbrev

publication:amj

Publisher

Universitas Indonesia

Subject

Social Sciences

Description

ASEAN Marketing Journal (AMJ) is dedicated to exploring, disseminating and discussing the latest issues and developments of marketing, particularly those related or relevant to the advancement of marketing in South East Asia and beyond. The mission of the editorial board of AMJ is to present the ...