Email marketing catching on across APAC

Malaysia- Email marketing is fast catching on across the Asia-Pacific region, according to a recent survey by marketing services firm Epsilon International.

Nearly a third of the 1,169 participants surveyed across APAC said they would always respond to the targeted, promotional e-mails.

The survey was conducted to discover consumer email habits and attitudes towards email marketing. It found that promotional emails increased brand loyalty for more than half of the respondents in Malaysia (58%). Half of those polled said the promotional emails spurred them to purchase more, while 49% said they used email coupons they received to buy products both online and offline. 

"E-mail marketing is rapidly becoming the preferred method for consumers to be reached by marketers," Dominic Powers, senior vice president for Asia Pacific at Epsilon International, said.

"Aside from the obvious environmental angles, consumers are now savvy enough to realise that targeted campaigns can offer them deals or savings above the typical promotional offers they find in their letterbox at home," Powers said.