E-Dialog Makes APAC Foray

U.S.-based e-mail marketing firm e-Dialog has set up its Asia-Pacific operations with Singapore as the regional headquarters and unveiled its first “Global E-mail Attitudes Survey” covering APAC markets.

The APAC foray comes after the company expanded into the U.K. a few years ago.

Offerings by e-Dialog include e-mail marketing encompassing strategic services and technology that helps clients take action and deliver context-relevant information.

It competes with global players such as Epsilon, CheetahMail and Responsys.

E-Dialog’s APAC efforts are led by managing director Darren Fifield (pictured). He comes with over 20 years of experience in the region and was previously vice president of strategic sales and client development at Kelly Services.

The “Global E-mail Attitudes” survey covered 13,000 consumers in 13 countries. It concluded that more than half of all global consumers (58 percent) have made purchases in a store or via phone when prompted by e-mail marketing.

In APAC, which saw 6,000 consumers surveyed, the figure stands at 65 percent — and 53 percent said they have been driven to social networking sites by e-mails.

The survey also concluded that marketers in APAC must be poised to make it easy for subscribers to share information on their social networks, as over 67 percent of the respondents — a number higher than in any other region — indicated a willingness to share special offers and promotions that they get via e-mails on their social networks.

Marketing Magazine Asia