According to Mezzo, of the total volume of emails delivered in the past two months, more than 54 per cent were from repeat advertisers, highlighting how a company can progress in building a solid base of clients through targeted e-marketing.
A recent campaign for Brand's Essence in Hong Kong used a number of profiled and targeted lists and resulted in a 60 per cent open rate and just under an 11 per cent click through rate. Viral forwarding also increased the opening rate by a further two per cent.
Stuart Spiteri, chief operating officer of Mezzo Marketing, said: "The market's acceptance of this product indicates the need for a powerful online direct marketing technology applicable within Asia."
According to the Direct Marketing Association and media agency CIA, there are 590 million 'physical' mailboxes around the world, while email boxes already number 700 million. "The 170 million email boxes in Asia-Pacific provide a direct, cost-effective and intelligence-driven medium to communicate with customers,
Spiteri added.
"We are now seeing a broader base of clients looking to email and taking a comprehensive view of their various customer contact channels. As the internet population in Asia doubles in the next two years, we expect to see a dramatic rise in the use of email as a customer contact channel."
