New Survey Results Find Nearly One-Third of the Respondents would "Always" Respond to Targeted Promotional E-Mail
Hong Kong, (ANTARA News/Xinhua-PRNewswire-AsiaNet) - A survey conducted by Epsilon International and Return Path has revealed that email-based marketing resonates strongly with consumers across the Asia Pacific region and, alongside traditional mediums, is fast becoming one of the key ways to reach consumers.
In one of the most significant findings, nearly one in three respondents (32%) said that they would "always" respond to targeted, promotional e-mails.
The survey, which was carried out in February 2008 throughout Asia-Pacific region, surveyed 1,169 participants and sought to discover consumer email habits and attitudes to permission email marketing and spam.
"Through client campaigns across Asia Pacific, we know that consumer interaction and responses to targeted permission based communications are high, and drive significant returns for our clients," said Dominic Powers, senior vice president, Asia Pacific, Epsilon International. "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."
Another survey finding pointed to the increasing acceptance of electronic marketing when used in a controlled and targeted manner, with half of the respondents in Japan (47%) would use e-mail coupons to buy products online or offline.
"E-mail marketing is rapidly becoming the preferred method for consumers to be reached by marketers," Powers 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."
In addition, the survey revealed that email users from Japan and Hong Kong are possibly among the most connected in Asia with high speed broadband connectivity common amongst most respondents. Over 70% and 63% of the respondents in Japan and Hong Kong respectively are using high speed 10Mbps at home and at work.
Other key findings in the survey:
-- Many Japanese check personal email at night after office hours. More than half of the Japanese respondents (46%) check their email after 9pm. Other peaks were observed at lunch hour at 12 noon and before 9am.
-- Promotional emails increases brand loyalty said half of the respondents in Japan (50%); while over one-third of the Japanese respondents (37%) said they had made more purchases after receiving promotional emails.
-- Customers interact on relevancy. Half of the email users in Japan (50%) are willing to share personal information if they believe it drives relevant and more targeted offers. The same view is shared among half or more respondents in other countries except in Hong Kong where more respondents (63%) said they would not want to release additional personal details regardless of the offers.
-- Irrelevancy is the new spam. In addition to unsolicited emails, many respondents consider that the definition of spam also includes promotional emails or e-newsletters which they subscribed to but which they find no longer engaging or that fail address to their needs. 34% of respondents in China concur with this view of spam while only 11% in Australia do. Yet users suffer similarly on the time used to clear spam. Among the Japanese respondents having reported spam (50%), 66% are doing so at least three times a week.
-- Mainland Chinese respondents have the highest uptake (34%) of using mobile devices for email, followed by Hong Kong at 29% and Japan at 27%. Australia reported the lowest at 6%.
To obtain a copy of this proprietary research report or to learn more about the other findings, send your request to apac-info@epsilon.com or call one of our offices.
Australia -- Sydney: +61-02-271-5400
Hong Kong: +852-3589-6300
Singapore: +65-6236-0535
China -- Beijing: +86-10-5907-3001
China -- Shanghai: +86-21-5529-8188
China -- Guangzhou: +86-20-2885-8293
Methodology
The 2008 Epsilon International & Return Path Asia Pacific Consumer Email Survey was conducted online during February 2008. Email users were polled on their email usage habits as well as their attitudes to promotional emails and SPAM, or unsolicited commercial messages.
The survey questions were provided in three languages: English, Simplified Chinese and Japanese. The survey sample set was composed of a mix of panellists from 7 territories covering Australia, China, Hong Kong, India, Japan, Malaysia and Singapore, provided by Authentic Response, a division of Return Path Inc. Members of the response panel were registered in a double opt-in process recruited over time through a wide range of websites and screened continuously to avoid skewing the research results. Survey responses were validated using Authentic Response's proprietary technology. Questionable responses and potential professional survey takers were removed to ensure the integrity of the results.
There were 1,179 questionnaires collected. Ten duplicates were discarded. A total of 1,169 unique questionnaires were completed by respondents from Australia, China, Hong Kong, India, Japan and Malaysia. All respondents have at least one active email account from home or at work. The composite regional findings are weighted accordingly to ensure reliable geographic representation of the internet user population (Note) of the responding countries.
Note:
Source: Statistics of the Internet user population were taken from the December 2007 figures of the Internet World Stats ( http://www.internetworldstats.com ).
About Epsilon
Epsilon -- including its Abacus division -- is a 21st Century Marketing Services Company that uses consumer and business data together with proven techniques to maximize marketing power for clients worldwide. Services include strategic consulting, database and loyalty technology, proprietary data, predictive modelling and a full range of creative and interactive services including brand and promotional development, web design, email deployment, search engine optimization and direct mail production. Ad Age has ranked Epsilon #1 U.S. Marketing Services Firm and #1 U.S. Direct Marketing Agency. In addition, Epsilon is the world's largest permission-based email marketer. Epsilon is an Alliance Data company. For more information, visit http://www.epsilon.com .
Media Contact
Regina Leung (Hong Kong)
Epsilon International
Tel: +852-3589-6305
Email: rleung@epsilon.com
Sally Cates (New York)
Epsilon
Tel: +1-212-457-7133
Email: scates@epsilon.com
SOURCE: Epsilon International
Hong Kong, (ANTARA News/Xinhua-PRNewswire-AsiaNet) - A survey conducted by Epsilon International and Return Path has revealed that email-based marketing resonates strongly with consumers across the Asia Pacific region and, alongside traditional mediums, is fast becoming one of the key ways to reach consumers.
In one of the most significant findings, nearly one in three respondents (32%) said that they would "always" respond to targeted, promotional e-mails.
The survey, which was carried out in February 2008 throughout Asia-Pacific region, surveyed 1,169 participants and sought to discover consumer email habits and attitudes to permission email marketing and spam.
"Through client campaigns across Asia Pacific, we know that consumer interaction and responses to targeted permission based communications are high, and drive significant returns for our clients," said Dominic Powers, senior vice president, Asia Pacific, Epsilon International. "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."
Another survey finding pointed to the increasing acceptance of electronic marketing when used in a controlled and targeted manner, with half of the respondents in Japan (47%) would use e-mail coupons to buy products online or offline.
"E-mail marketing is rapidly becoming the preferred method for consumers to be reached by marketers," Powers 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."
In addition, the survey revealed that email users from Japan and Hong Kong are possibly among the most connected in Asia with high speed broadband connectivity common amongst most respondents. Over 70% and 63% of the respondents in Japan and Hong Kong respectively are using high speed 10Mbps at home and at work.
Other key findings in the survey:
-- Many Japanese check personal email at night after office hours. More than half of the Japanese respondents (46%) check their email after 9pm. Other peaks were observed at lunch hour at 12 noon and before 9am.
-- Promotional emails increases brand loyalty said half of the respondents in Japan (50%); while over one-third of the Japanese respondents (37%) said they had made more purchases after receiving promotional emails.
-- Customers interact on relevancy. Half of the email users in Japan (50%) are willing to share personal information if they believe it drives relevant and more targeted offers. The same view is shared among half or more respondents in other countries except in Hong Kong where more respondents (63%) said they would not want to release additional personal details regardless of the offers.
-- Irrelevancy is the new spam. In addition to unsolicited emails, many respondents consider that the definition of spam also includes promotional emails or e-newsletters which they subscribed to but which they find no longer engaging or that fail address to their needs. 34% of respondents in China concur with this view of spam while only 11% in Australia do. Yet users suffer similarly on the time used to clear spam. Among the Japanese respondents having reported spam (50%), 66% are doing so at least three times a week.
-- Mainland Chinese respondents have the highest uptake (34%) of using mobile devices for email, followed by Hong Kong at 29% and Japan at 27%. Australia reported the lowest at 6%.
To obtain a copy of this proprietary research report or to learn more about the other findings, send your request to apac-info@epsilon.com or call one of our offices.
Australia -- Sydney: +61-02-271-5400
Hong Kong: +852-3589-6300
Singapore: +65-6236-0535
China -- Beijing: +86-10-5907-3001
China -- Shanghai: +86-21-5529-8188
China -- Guangzhou: +86-20-2885-8293
Methodology
The 2008 Epsilon International & Return Path Asia Pacific Consumer Email Survey was conducted online during February 2008. Email users were polled on their email usage habits as well as their attitudes to promotional emails and SPAM, or unsolicited commercial messages.
The survey questions were provided in three languages: English, Simplified Chinese and Japanese. The survey sample set was composed of a mix of panellists from 7 territories covering Australia, China, Hong Kong, India, Japan, Malaysia and Singapore, provided by Authentic Response, a division of Return Path Inc. Members of the response panel were registered in a double opt-in process recruited over time through a wide range of websites and screened continuously to avoid skewing the research results. Survey responses were validated using Authentic Response's proprietary technology. Questionable responses and potential professional survey takers were removed to ensure the integrity of the results.
There were 1,179 questionnaires collected. Ten duplicates were discarded. A total of 1,169 unique questionnaires were completed by respondents from Australia, China, Hong Kong, India, Japan and Malaysia. All respondents have at least one active email account from home or at work. The composite regional findings are weighted accordingly to ensure reliable geographic representation of the internet user population (Note) of the responding countries.
Note:
Source: Statistics of the Internet user population were taken from the December 2007 figures of the Internet World Stats ( http://www.internetworldstats.com ).
About Epsilon
Epsilon -- including its Abacus division -- is a 21st Century Marketing Services Company that uses consumer and business data together with proven techniques to maximize marketing power for clients worldwide. Services include strategic consulting, database and loyalty technology, proprietary data, predictive modelling and a full range of creative and interactive services including brand and promotional development, web design, email deployment, search engine optimization and direct mail production. Ad Age has ranked Epsilon #1 U.S. Marketing Services Firm and #1 U.S. Direct Marketing Agency. In addition, Epsilon is the world's largest permission-based email marketer. Epsilon is an Alliance Data company. For more information, visit http://www.epsilon.com .
Media Contact
Regina Leung (Hong Kong)
Epsilon International
Tel: +852-3589-6305
Email: rleung@epsilon.com
Sally Cates (New York)
Epsilon
Tel: +1-212-457-7133
Email: scates@epsilon.com
SOURCE: Epsilon International
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