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Introduction
In China’s fast-growing eCommerce landscape, email marketing is often an underutilized tool by overseas brands. However, with the right strategy, email can become a powerful channel for building relationships, increasing engagement, and driving sales. This article provides a comprehensive guide to crafting email campaigns that resonate with Chinese consumers.
1. Understanding Consumer Preferences in China
1.1 Local Preferences and Email Behavior
Chinese consumers have distinct preferences when it comes to email marketing. Unlike Western audiences, Chinese users often access emails through mobile apps like WeChat and QQ, rather than desktop platforms. Brands need to ensure their emails are optimized for mobile viewing and formatted for easy navigation.
1.2 Language and Tone
Email content must be localized not just in terms of language, but also tone. While Western brands may lean on formal or promotional language, Chinese audiences prefer a more casual, conversational style. The use of Mandarin phrases and a friendly, relatable tone can significantly boost engagement.
2. Personalization is Key
2.1 Segmenting Your Email List
Segmenting your customer base is crucial for effective email marketing. In China, where diverse consumer groups with varying preferences exist, segmentation based on demographics, purchasing behavior, or browsing history can help deliver more personalized and relevant content. Tailored email campaigns are more likely to drive higher open and conversion rates.
2.2 Dynamic Content Based on Behavior
Personalization can extend beyond addressing customers by their first name. Use dynamic content such as product recommendations based on past purchases, browsing habits, or seasonal interests. For example, during Chinese New Year, emails featuring discounts on traditional gift items could resonate well with Chinese consumers.
3. Leveraging Local Email Platforms
3.1 Using Local ESPs (Email Service Providers)
While global platforms like MailChimp or SendGrid are widely used, it’s advisable to use local email service providers that are optimized for the Chinese market. Platforms like Tencent’s WeMail or Aliyun Mail offer seamless integration with Chinese eCommerce platforms and are designed to handle the local regulatory requirements.
3.2 Email Delivery Optimization
Email deliverability in China can be tricky due to stringent internet regulations. Using local ESPs can increase the chances of your emails being delivered to the inbox rather than being blocked or diverted to spam folders. Make sure to adhere to Chinese anti-spam laws, including obtaining proper consent from recipients.
4. Crafting Compelling Offers for the Chinese Consumer
4.1 Flash Sales and Time-Sensitive Offers
Chinese consumers are highly motivated by time-sensitive offers, such as flash sales, which are a staple of Chinese eCommerce events like Singles’ Day or 618. Promoting exclusive offers via email, such as “limited-time” discounts, can generate urgency and drive quick conversions.
4.2 Holiday-Specific Promotions
Key Chinese holidays such as Chinese New Year, the Mid-Autumn Festival, or Golden Week provide excellent opportunities for creating seasonal email campaigns. Tailor your messaging to reflect the spirit of the holiday, and consider offering festive discounts, exclusive bundles, or personalized holiday gifts.
5. Case Study: A European Luxury Brand’s Success with Email Marketing in China
PLTFRM worked with a European luxury brand looking to expand its presence in China through email marketing. By creating a segmented email campaign that tailored product recommendations for key Chinese holidays, the brand saw a 25% increase in click-through rates and a 30% boost in sales within the first two months of implementation.
Conclusion
Email marketing in China requires understanding local consumer behavior, using the right platforms, and personalizing content to cater to the unique demands of Chinese consumers. With the right approach, email marketing can become a crucial channel for driving eCommerce success in the Chinese market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
