To deliver good email performance in China, your campaign has to be technically ready and rich in content. It’s also important to adapt your strategy to the Chinese mentality. Follow the 10 tips to create the right email to communicate with your Chinese customers!
1. Local server for high deliverability
Due to the internet censorship, emails sent from a foreign server will likely to be blocked or end up in spam folder. To achieve high delivery rate, make sure that your email serve is physically located in China.
2. Get along with the ISPs (Internet Service Providers)
Major ISPs in China (e.g. QQ, NetEase) have their own anti-spam rules. Breaking these rules will bring negative results: being marked as a spammer or blocked by the provider. Here are some key points to follow:
- Balance between text and images.
- Each link and picture should have a title. No broken links.
- Subject line is better short than long.
- Be careful with the sensitive words.
3. Control your volume
If you are planning to send millions of emails, plan your sending beforehand. We always recommend companies to send their emails in batch, so as to maintain the reputation and quality of your IP address.
4. What do you mean by ‘no reply’?
Email is one of the most important communication channel between you and you customers. If you refuse to talk to your customers by adding a ‘no-reply’ in your email address…well…there’s nothing we can do to help.
5. Responsive design
More than 50% of the Chinese consumers open emails on their cell phones and other mobile devices. So, make sure that your email fits well in all screens.
6. Be relevant or nobody cares
Generic emails are extremely old school. The right way is to know the preference of each of your customer and only send them information that triggers their interests.
7. Be sparkling, flashy and fancy
Chinese consumers are attracted to strong visual effects, adapt your design to their mentality.
8. Multichannel approach
Of course marketing communication is not all about email. It’s always a good idea to integrate email with SMS, website and social media etc. to create a multichannel approach. In this way, you are able to follow the customer journey no matter which channel they are on.
9. Be consistent and transparent
While trying to come up with the most attractive subject line possible, do not over exaggerate or create the ‘false expectation’.
10. Implement double opt-in & make unsubscribe possible.
Both of the practices serve to maintain a clean database. In China, it is mandatory to confirm one’s subscription via email and allow this person to unsubscribe whenever.
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