The dynamic Asia-Pacific (APAC) region is undeniably setting new benchmarks in the domains of email and SMS marketing, showcasing remarkable growth driven by a mobile-first approach. Dotdigital’s 2025 Global Benchmark Report has shed light on the impressive strides taken by APAC marketers, with a significant 49% increase in email sends and a notable 53% rise in SMS marketing. This phenomenon highlights the region’s effective direct-to-consumer engagement strategies and underscores its global leadership in these areas. The region’s impressive 20% SMS click-through rate (CTR) exemplifies the efficiency and impact of mobile marketing in connecting with a tech-savvy consumer base.
Surge in Email and SMS Marketing
The APAC region’s ascendancy in email and SMS marketing is not a random occurrence but a result of meticulously crafted strategies and a deep understanding of consumer behavior. The 49% growth in email sends, as compared with EMEA’s 12%, points to a potent demand for email communication among APAC consumers. This demand reflects marketers’ adept use of digital tools to create engaging content, personalize messages, and build lasting relationships with their audience. Furthermore, the 53% surge in SMS marketing highlights the region’s emphasis on swift, direct communication, catering to consumers who prefer quick and accessible information on their mobile devices.
The effective integration of automated workflows has been pivotal in maximizing return on investment (ROI) for APAC brands. Abandoned cart emails, for instance, have demonstrated a remarkable 15% click-to-open rate (CTOR), presenting a fertile ground for brands to recapture lost revenue through strategic automation. By embedding both SMS and email into AI-driven customer journeys, APAC marketers can fully capitalize on opportunities to enhance consumer engagement and streamline the purchasing process. As businesses gain more insights and refine their tactics, this integration holds immense potential for future growth.
Automation and Multi-channel Strategies
Juliette Aiken, Dotdigital’s chief marketing officer, emphasized the importance of integrating automation workflows and multi-channel strategies for APAC brands. By leveraging sophisticated automation, brands can effectively engage customers at various touchpoints, driving higher conversion rates and increased efficiency. The seamless blending of email and SMS campaigns into well-structured automation workflows enables brands to reach consumers with precision, fostering long-term relationships and loyalty. This forward-thinking approach positions APAC marketers to not only stay ahead in the competitive landscape but also set new standards in customer-centric marketing.
The road ahead for APAC brands involves an unwavering focus on data-driven marketing, reflecting an ongoing investment in analytics to fine-tune strategies. As the region continues to lead in digital innovation, the demand for personalized, timely, and relevant communication will drive the need for more sophisticated automation techniques. By harnessing the power of multi-channel campaigns, brands can deliver a cohesive and engaging consumer experience, ultimately paving the way for sustained growth and success in the digital era.
Future Outlook
The dynamic Asia-Pacific (APAC) region is undeniably setting new standards in the fields of email and SMS marketing, demonstrating remarkable growth driven by a mobile-first approach. According to Dotdigital’s 2025 Global Benchmark Report, APAC marketers have made significant strides, with a 49% increase in email sends and a notable 53% rise in SMS marketing. This indicates the region’s effective direct-to-consumer engagement strategies, cementing its global leadership in these areas. A standout achievement is the region’s impressive 20% SMS click-through rate (CTR), showcasing the high efficiency and impact of mobile marketing in reaching a tech-savvy consumer base. Furthermore, this success can be attributed to the region’s adaptability to new technologies and trends, continually evolving to meet consumer demands. As such, APAC is not just following global marketing trends but is actively creating new benchmarks for other regions to follow. This growing emphasis on mobile marketing highlights the future direction of digital marketing strategies worldwide.
