In Asia it has never been easy for Merchants to accept the effectiveness of E-Mail marketing till last year. People still used to log-in to their Inbox for checking their emails and sending the replies. Scenario is no more same now. A recent survey conduced by e-Dilaog, a GSI Commerce Marketing Services division, reveals that 67 per cent of consumers in Asia-Pacific have made a purchase in a store or over the phone as a result of receiving a marketing email.

The survey was conducted by Lightspeed Research on behalf of e-Dialog’s Centre for Digital Marketing Excellence in April 2010. According to e-Dialog, 13,000 consumers across 13 countries in Asia-Pacific, Europe and US took part in the survey.

The survey also revealed that while Emails are still one of the best & preferred source of Marketing Mix, companies also also using it for Brand establishments, Social Networking & Survey and advocacy. More than any other region, 67 per cent of APAC consumers indicated a willingness to share special offers and promotions that they receive via email on their social networks.

“Brands that are simply using email as a direct-sales tool are missing an opportunity,” Darren Fifield, managing director, e-Dialog Asia-Pacific, has said. “We know that email drives a high proportion of online revenue for our clients but judging an email campaign on online sales figures alone does not provide an accurate reflection of its wider impact. Each time you launch an email campaign, its effects will ripple across your recipients’ online networks.”

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