E-mail Use Growing in Asia-Pacific, Says Survey
E-mail marketing resonates strongly with consumers in the Asia Pacific region and is fast becoming one of the key ways toreach them, according to a new survey from EpsilonInternational and Return Path.
According to the survey 32% of respondents said that they would “always” respond to targeted promotional e-mails.
In addition, 67% of respondents in Hong Kongsaid they would use e-mail coupons to buy products online or offline, indicating the increasing acceptance of electronic marketing when used in a controlled and targeted manner, according to the survey.
The survey also found that:
* Mainland Chinese respondents have the highest rate 34%) of using mobile devices for e-mail, followed by Hong Kong at 29% and Japan at 27%. Australia reported the lowest at 6%.
* Promotional e-mails increase brand loyalty.
* Customers interact on relevancy. Most e-mail users in China (76%) are willing to share personal information if they believe it drives relevant and more targeted offers.
The same view is shared among at least 50% of respondents in other countries except in Hong Kong, where 63% of the respondents remain cautious and would not release more personal details regardless of the offers.
The survey, conducted in February, surveyed 1,169 participants in Australia, China, Hong Kong, India, Japan, Malaysia and Singapore.
