Why isn't email marketing effective in China?
Email marketing is one of the most ineffective marketing tactics for foreign companies operating in China, and in many ways is considered a “waste” of resources. According to 2015 data from Experian Market Services analyzed the performance of email marketing in selected countries in the Asia Pacific region. China's total opening rate reached just 10.5%, compared to New Zealand's 33.1%..
Compared to Western countries, email has never been huge in China. While this preferred means of communication still reigns supreme in both work and life in many Western countries, it has no equal in China. According to Deloitte's 2018 China Mobile Consumer Survey: Chinese people check email 22% less often than users around the world.
Chinese people check their email 22% less often than people around the world.
Email prices in China have remained relatively stagnant due to a variety of service provider, firewall, and security issues. Allison Malmsten, director of marketing at Daxue Consulting, further highlights the prevalence of email between China and the West, noting: And then to your smartphone. ”
“In contrast, the majority of Chinese people do not have such technology at home and have started carrying smartphones in their pockets. Email was born with the development of computers and was also adapted to smartphones.” Malmsten adds.
What do Chinese people use instead of email?
In many ways, smartphones have replaced computers as China's primary computing device. The country was relatively late in adopting computers, and when internet cafes started opening in the 90s and early 2000s, Young people began to communicate with each other using social messaging programs such as QQ..
Unlike regular email, QQ offered entertainment and more interaction with features such as instant messaging. Moreover, when WeChat, currently the most popular communication app, was released in his 2011, it quickly became an essential part of daily life. Full-featured instant messaging mobile apps replaced the use of email, and WeChat took precedence, much like in Western Europe, where an email address is part of one's identity.
Full-featured instant messaging mobile apps have replaced the use of email.
WeChat “fits” into China’s work culture and resonates with consumer behavior. It has evolved into China's leading mobile platform that integrates social, commerce, services and communication. This doesn't mean that Chinese people don't use email, just that they check it much less often than in Western countries.
Chinese consumers have not developed the habit of using email regularly in their daily lives. This is the main reason why email marketing is less effective in China. Allison further emphasizes, “The majority of Chinese people do not regularly check their personal emails (if they do have them at all) and expect brands they are interested in to meet them in a natural digital environment. “Email marketing often leads to brand disappointment.”
Do “email marketing” through WeChat
Keeping in mind common communication habits, it is essential for brands operating in China to conduct “email marketing” through WeChat. The features are endless and businesses can even send newsletters through the app.
Such newsletters can automatically increase customer engagement and create a closer “relationship” between brands and customers, as businesses can advertise discounts and promotions all through the same platform. Companies can also make product announcements through “WeChat Groups,” which allows them to: Further strengthen the company's marketing position in China.
Ally Luke, who has years of experience in the Asian beauty industry, says,WeChat brand account allows you to get information about various aspects of your brand It's much more interactive than email. [Moreover] consumers feel It's more convenient to get a push from a brand [on WeChat] There's no need to migrate between platforms. ”
Consumers find it more convenient to get push from brands [on WeChat] There's no need to migrate between platforms.
Additionally, another way marketers can make WeChat newsletters more effective is by leveraging a country's cultural beliefs. Many Chinese people believe in horoscopes, which is why personality tests such as the Myers-Briggs Type Indicator (MBTI) are becoming increasingly popular.
Marketers can incorporate this into their campaigns to further connect with young consumers. For example, Chenxing Yuan, Chinese brand coordinator for French perfume brand Juliette Has a Gun, said, “Brands like Jo Malone and Juliette Has a Gun are featured on Weibo.” said. [a well-established micro-blog] Always offer different perfumes to consumers Based on different horoscopes and different personalities of people” By leveraging these social trends, brands can further resonate with Chinese consumers and foster long-term brand value.
Email marketing through other means
Of course, there are other ways besides WeChat that brands can build trust with their customers, equally attract Chinese consumers, and gain the same level of usage as “email marketing.”
Chinese consumers prefer to see great, shareable content provided by KOLs/KOCs rather than original content provided by the brands themselves.
Chenxin Yuan highlights another way to connect with consumers. ”Chinese consumers prefer to see great shareable content from KOLs/KOCs rather than original content from the brands themselves.. Chinese consumers trust the recommendations of their favorite bloggers because they want to have the same lifestyle and tastes. [….], if beauty brands want to expand their consumer base, they can't just rely on pretty visuals or a punch line or two. Proper seeding practices are important. [alternative platforms] Xiao Hongsho, Bilibili, TikTok”.
China's rapidly growing digital ecosystem of social media apps offers a variety of options for businesses to build effective and consistent marketing strategies. Social media is not an option in China, but it is essential for businesses to leverage the platform to successfully enter the market.
summary
Although email marketing has its advantages in Western countries, companies seeking to successfully operate business in China must keep in mind the communication habits of the Chinese people.
If a company uses the same marketing strategies as in its home country, it will ultimately lead to failure. To succeed, companies need to understand the mindset and preferences of Chinese consumers.
