How to do Email Marketing Campaign in China? Here are the Best Practices for Content Creation.

The content of an email marketing campaign in China is critical. It is important to make sure that content is suitable for Chinese.

The best practices for content creation:

1 Tone

In the West, it is popular to use informal, light and humorous language in marketing emails. It does not often do well for Chinese. A tone that is too informal may convey a message of low level of commitment or poor quality. Using a reasonably formal or neutral language is typically the best choice.

2. Language

Straight translation of English copy into Chinese hardly works well. So it is recommended to use professional native copywriters for email marketing campaign in China. They will make sure that the language is appropriate, respectful and avoids cultural references that are not widely understood in China.

3 Subject line

Subject line is seen the first. The general rule here is not to appear “spammy”. Choosing the best performing subject line very much depends on the profile of both business and recipients. For example, a simple indication of what the message is about will do just fine for an existing mailing list of dedicated audience who are familiar with the brand. For new recipients, making subject line appearing less generic typically works better.

4 Advertisement Content

Chinese anti spam regulation requires all promotional email to include word “AD” or equivalent in the subject line. Failure to do so may get you fined and/or cause your domain to get banned and become permanently inaccessible in China.

5 Links

A promotional email can have many links. The primary link normally is the one of the CTA (call to action) that redirects readers to a landing page(LP). Most Chinese use smartphones to read emails, they will mostly view LP inside phone’s browsers. So LP needs to render properly on a mobile screen without zooming it out to read it. Responsive design for LP is important for CTR.

Source: Email Marketing Campaign in China, Part 2: Best Practices for Content Creation---Sampi

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