Survey says email marketing works

Hong Kong- A new survey shows that despite Hong Kong's worsening spam problem, 62% of Hong Kong consumers believe promotional emails increase brand loyalty.

The 2008 Epsilon International and Return Path Asia Pacific Consumer Email Survey shows that while many email users have declared war on spam, nearly half of the local respondents have made a purchases after receiving promotional emails.

Another survey by the same groups points out that more people are accepting electronic marketing when it is used in a controlled and targeted manner, with 67% of respondents in Hong Kong replying that they could use email coupons to buy products online or offline.

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

"This survey further supports the fact that consumers respond to email marketing if it is directed to the right person, at the right time, and with the right message."

The survey, which involved 1,169 participants, carried out early this year throughout Asia-Pacific region.