Email Users in Indonesia Check Inboxes Hoping for a Retail Promo
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Email has long served as a reliable beast of burden for marketers —a bankable but unexciting way for brands to tap into a dedicated audience that has opted-in to communication. The same holds true in Indonesia, but on steroids.
A survey of email users in the country conducted by research firm JakPat in January 2017 found that a significant portion were interested in receiving marketing communications. Interestingly, 30.6% of respondents named receiving shopping promotions as one of the main reasons they used email.
Marketers looking to craft messages for email users in Indonesia should be aware that the vast majority of respondents, more than 80%, primarily used mobile phones to check their email, according to the survey. That means that to effectively reach consumers in Indonesia, mobile-optimized email design is a must.
Mobile phone email users also overwhelmingly relied on a dedicated email app over a web browser. Fully 86% of respondents used an app, compared with just 14% who checked email on a browser.
A March 2016 survey of mobile device owners in Indonesia from Experian Marketing Services underscores how effective email ads can be. It found that 57% of respondents had been influenced to make a purchase by an email ad—more than had been swayed by either website banner ads or search ads.
Questions & Answers
Q.What percentage of Indonesian email users are primarily interested in receiving shopping promotions?
What percentage of Indonesian email users are primarily interested in receiving shopping promotions?
The January 2017 JakPat survey found that 30.6% of respondents cited receiving shopping promotions as a main reason for using email. This highlights a significant interest in marketing communications among Indonesian email users.
Q.How do most Indonesian email users access their inboxes?
How do most Indonesian email users access their inboxes?
Over 80% of respondents in the JakPat survey primarily used mobile phones to check email. 86% of these mobile users relied on a dedicated email app, rather than a web browser, for access.
Q.Are email advertisements effective in influencing purchases among Indonesian consumers?
Are email advertisements effective in influencing purchases among Indonesian consumers?
Yes, a March 2016 Experian Marketing Services survey indicated that 57% of mobile device owners in Indonesia had been influenced to make a purchase by an email advertisement, surpassing banner or search ads.
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