Called the Global Consumer Email Study, the report was conducted by ROI Research is based on an April 2009 survey of more than 4,000 consumers in 13 countries worldwide.

While half of the Asia Pacific respondents feel that "subject" lines are the most compelling feature, more than two-thirds of North American and European respondents select the "from" line. This implies the need for individual targeting, timely/trigger delivery and relevant content, indicated the study. Additionally, discount offers, free product offers, familiar brand names and personalisation of subject lines increase the likelihood of opening e-mails among all respondents.

These messages called permission-based e-mails (PBEs) are e-mail communications from a marketer to a consumer or business that has subscribed or opted-in to receive e-mail communications from the sender.

PBEs are more likely to elicit actions from Asia Pacific respondents including clicking on a website, signing up for more information, watching a video clip, clicking on an advertised link, or purchasing online or offline. The region also leads in reported usage of a PDA or smart phone for e-mail with 32 per cent, significantly more than North America (nine per cent) and Europe (seven per cent).

Six out of 10 (59 per cent) of Asia Pacific consumers report making an offline purchase as a result of e-mail communications, followed by North America (53 per cent) and the Europe, Middle East and Africa regions (37 per cent). Consumers take a variety of offline actions including visiting a store (49 per cent) and purchasing by phone (25 per cent) or catalogue (25 per cent) which reinforces the need for marketers to implement a multi-channel strategy.