China EDM Performance by Industry
Web Power, an email marketing service provider with a presence in China, shared some data of average EDM performance in China in 2011.
If you are running your own EDM campaign in China, here’s a few tips for you:
- Support of Simplified Chinese. It’s not rare to see companies sending unreadable EDM to target audience; always test and make sure it supports Simplified Chinese in both content and subject line
- Leads generation. It probably costs less to buy email database in China but “permission-based” EDM works better; also utilize China’s social media like Weibo and make the content relevant and interesting
- Integration. Integrate your EDM with other channels to make it more convenient for your users to get the relevant content
Bonus tip: if you target business users, implement a mechanism in your leads generation to allow company email account only (to deliver the incentives).
Feel free to share what you have learned in EDM campaign so far.
