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CIW / Media & Entertainment / China eDM Performance in H1 2014

China eDM Performance in H1 2014

November 25, 2014 By CIW Team

edm-performance-in-china-h1-2014

In the half of 2014 in China, average deliverability rate, open rate, click-to-open rate and click through rate were 94.54%, 9.39%, 16.71% and 1.57% respectively according to data from Webpower China. The indicators showed stable growth in electronic direct mail (eDM).

edm-performance-in-china-to-june-2014

In H1 2014, eDM is mainly applied in 14 industries including domestic e-commerce, overseas e-commerce, finance & insurance, group buying, travel & hotel service, human resource, media/ publisher, education/ training and exhibition.

edm-average-deliverability-rate

edm-average-open-rate

edm-average-click-to-open-rate

edm-average-click-through-rate

In China, eDM still performed well in human resource category since 2013 and finance & insurance industry was the one with most rapid growth rate in H1 2014.

Liuyun, China client service director of Webpower, points out some tips for eDM’s improvement in China:

  1. It is important to promote recognition of eDM and integrate with users’ needs.
  2. To strengthen and optimize chart according to enterprises’ operating routines is an effectively method.
  3. According to users’ activity, enterprises send campaign mails based on a elected list.
  4. According to users’ behaviors, enterprises can send custom-made mails with BI system.
  5. Enterprises should consider to optimize system on mobile device.
  6. In the near future, mails can integrate with other channels to realize diversity.

Also read: China Email Marketing Industry Report in 2013

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Filed Under: Media & Entertainment Tagged With: campaign, email, human resource

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