E-mails Spur 59 Percent of Asia-Pacific-based Consumers to Buy Offline
Nearly six out of 10 (59 percent) respondents in the Asia-Pacific (APAC) region make offline purchases as a result of e-mail communications, followed by consumers in North America (53 percent) and Europe (37 percent).
The study revealed that North American (87 percent) and European (74 percent) respondents are more likely than their APAC peers (58 percent) to use e-mail as their primary online communications tool. Instant messaging is popular with APAC consumers, the study found, with 28 percent of respondents using it as their main channel for communication. Text/SMS and social networking remain consistently low across all regions.
E-mail also is replacing other channels of communication. Respondents, for example, have replaced traditional channels in favor of e-mail for communications from banks (40 percent), promotional postal mail (38 percent) and telemarketers (34 percent).
Permission-based e-mails are more likely to elicit actions from APAC respondents, including clicking on a Web site, signing up for more information, watching a video clip, clicking on an advertised link, or purchasing online or offline. APAC also leads in reported usage of PDAs or smartphones for e-mail with 32 percent, significantly higher than North America (9 percent) and Europe (7 percent).
While half of APAC respondents feel that subject lines are the most compelling feature of PBEs, more than two-thirds of North American and European respondents select the “from” line. Discount offers, free product offers, familiar brand names and personalization of subject lines increase the likelihood of opening, respondents said.
Other findings from the study include the following:
- respondents cite security and lack of attractive offers/promotions as the primary reasons why they don't interact with the e-mails they receive;
- North American respondents are the most likely to unsubscribe, with irrelevant content and frequency cited as the two most likely reasons for unsubscribing;
- eight in 10 North American respondents have added PBE addresses to safe-sender lists, and overall, more than half of respondents have added PBE addresses to safe-sender lists; and
- respondents are most concerned about viruses, identity theft, phishing and scams, with concerns about phishing and pharming having increased significantly from 2005 to 2009 for U.S. respondents.