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Follow on Google News | Mr. Xie shares his vision and expertise about email marketing in ChinaJay Xie shares the challenges and trends email marketing is facing in China. As a professional for over 10 years, he shared his understanding of the industry, as well as critical factors that are facilitating transformations in China.
By: Webpower Localize while globalize Webpower was founded in the Netherlands in 1999 and entered China in 2006. At that time, email marketing in China was hardly a regulated market. What's worse, it was seen as nothing but spam in the eyes of Chinese consumers. Under such circumstances, Webpower decided to separate itself from other bulk email senders by segmenting the customer database and improving content relevancy. Although these strategies were frequently used in the western world, they were rarely done by local companies by then. By doing so, Webpower became a pioneer in standardizing and preserving regulations in Chinese email marketing. On the other hand, while email has been widely adopted as a daily communication tool in Europe, it was not the case in China. Social media like QQ and Wechat were dominating online communication and Webpower had to adapt to this 'pattern'. In particular, Webpower focused on email delivery on personal computers during working hours; for non-working hours, email notifications were sent through QQ and Wechat on mobile phones. Behavior analyzing takes time, but totally worth it Unlike social media and other digital marketing campaigns, email campaigns seldom go viral. Actually, it is considered one of the most traditional channels in online marketing. However, there are unique advantages in email marketing that are not seen in the other 'modern' channels. According to Jay, constant analysis of consumer behavior is unique in email marketing. As opposed to social media campaigns that are designed to catch attention instantly, Webpower uses email to engage customer in a gradual manner. Customer email behavior (such as opening and clicking) is always being tracked and saved. Companies are able to know the preference of each customer and send relevant message. Compared to the 'instant catch' delivered by social media campaigns, email marketing fosters stronger customer loyalty and long-term engagement. Data mining and multichannel are the future Email marketing can no longer stand alone in China. Facing the rapid growth of mobile internet and smart phones, a multichannel strategy should be adopted by all companies. What's more, this multichannel integration should bring automation to the next level. Email design, content personalization, email sending and behavior monitoring and analyzing… the entire process should be automated. Meanwhile, this process is also 'smart' enough to optimize itself based on historical data. Jay specifically emphasizes the importance of protecting customer privacy. Data collection and management in Webpower is strictly complied with trust principals. Once a user's behavioral attribute is identified, related customer data will be disposed immediately. Also, under no circumstance will the company sell or provide customer data to a third party. To conclude, Jay stated that Chinese customer behavior is highly diversified and no single marketing channel covers all. With channel integration and consumer data mining, the ultimate goal of companies is to realize one-to-one communication with all customers. End
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