Marketers in the Asia-Pacific (APAC) region have seen a 49% increase in email sends and a 53% rise in SMS sends, according to Dotdigital's 2025 Global Benchmark Report.

Key insights from the new report include a 20% SMS click-through rate (CTR) in APAC, highlighting the strong impact of mobile marketing in the region. While APAC brands are leading in email and SMS, the report suggests there is potential for growth in automation workflows. Abandoned carts in APAC achieve a 15% click-to-open rate (CTOR), indicating a significant opportunity for marketers.

In terms of email sends, APAC marketers sending 49% more emails this year surpasses the growth rate of EMEA (+12%).

The 2025 Global Benchmark Report draws from tens of billions of emails, hundreds of millions of SMS campaigns, and automation workflows sent across 40+ industries and multiple global regions. The report confirms that while email remains a dominant tool, channels like SMS are growing in relevance and returns on investment, particularly in mobile-first regions like APAC and the Americas.

Juliette Aiken, Chief Marketing Officer at Dotdigital, said the 2025 Global Benchmark Report highlighted APAC as a leader in growth and engagement, in particular SMS.

"The next step is to maximise return on investment by combining these strengths with automation workflows and multi-channel adoption, such as abandoned cart emails, which achieve a 15% click-to-open rate in APAC. By integrating email and SMS into unified, cross-channel campaigns, teams can increase revenue, save time, and deliver seamless experiences to a mobile first audience," she said. "This data shows APAC marketers that they’re dealing with an audience that is mobile-focused, and they should have the confidence to capitalise on that."