Assignment # 4 – Case Study
Hand written Submission on 15-01-2026
Case Study: Email Marketing Strategy of Daraz Pakistan
Background
Daraz Pakistan is one of the largest e-commerce platforms in the country, serving millions of
customers across different cities. With intense competition from other online marketplaces
and social commerce platforms, Daraz needed a cost-effective way to increase customer
engagement, boost repeat purchases, and improve conversion rates. Email marketing became
a key part of its digital marketing strategy.
Objective
The main objectives of Daraz’s email marketing campaigns were to:
Increase repeat purchases
Promote seasonal sales (11.11, Black Friday, Eid, Ramadan)
Reduce cart abandonment
Strengthen customer relationships through personalized communication
Email Marketing Strategy
1. Types of Email Campaigns Used
Daraz used multiple types of email campaigns:
Promotional Emails:
These emails highlighted flash sales, discount coupons, free delivery offers, and
limited-time deals during major sales events like 11.11 and Eid. Strong CTAs(call to
Action) such as “Shop Now” and “Grab the Deal” were used.
Transactional Emails:
After every order, Daraz sent order confirmations, shipping updates, and delivery
notifications. These emails also included product recommendations and discount
suggestions for future purchases.
Re-engagement Emails:
Inactive users received emails like “We Miss You” along with exclusive discounts to
encourage them to return.
2. Email List Building and Segmentation
Daraz built its email list organically through:
Website sign-ups
Customer account registrations
Purchase history
The email list was segmented based on:
Customer location
Purchase behavior
Product categories browsed
Engagement level
For example, customers who frequently purchased electronics received emails related to
mobile phones, accessories, and tech deals.
3. Email Design and CTAs
Daraz emails were:
Mobile-friendly
Visually attractive with product images
Easy to scan with short text
CTAs such as “Buy Now”, “View Cart”, and “Explore Deals” were placed prominently to
drive immediate action.
4. Email Automation and Drip Campaigns
Daraz implemented automated emails such as:
Welcome emails for new users
Abandoned cart emails reminding users to complete purchases
Sale countdown emails during major campaigns
Drip campaigns were also used before big sales events, gradually building excitement and
awareness.
5. Performance Analysis
Daraz tracked key email marketing metrics including:
Open rates
Click-through rates
Conversion rates
Unsubscribe rates
Based on performance data, Daraz continuously optimized subject lines, content, and
segmentation strategies to improve ROI.
Results
As a result of effective email marketing:
Cart abandonment rates decreased
Repeat purchases increased
Customer engagement improved
Email marketing became one of the highest ROI channels for Daraz
Questions
1. Explain the role of email marketing in Daraz Pakistan’s digital marketing strategy.
2. Identify and describe the types of email campaigns used by Daraz.
3. How did segmentation help Daraz improve the effectiveness of its email marketing?
4. Discuss the importance of email automation in reducing cart abandonment for Daraz.
5. What key performance metrics were used to analyze the success of email campaigns?
6. Suggest two improvements Daraz could make to further enhance its email marketing
performance.