In this blog post, we’re going to explore how WeChat can be used for email marketing in China. Unlike the Western world, where email is still one of the most widely-used forms of communication, email marketing is not as popular in China. However, with WeChat’s ever-growing user base, there are opportunities for brands to reach out to Chinese consumers through this platform. In this post, we’ll introduce you to some of the best practices for email marketing on WeChat, and give you some tips on how to get started. So read on to find out more!
How do we help you with WeChat newsletter?
- We help you to set up an official WeChat account
- We are expert in creating high-quality content on WeChat
- All your content will be translated by our Chinese team
- Every month, we will send you detailed results
Emails are dead in China
In the west, emails are one of the best tools to inform news about the products and the brand. This is not the case in China. According to a report published by Webpower China in 2014, only 6.8% of emails were opened and the click-through rate was only 1% in China. The best way to inform the Chinese about the brand is to create an official account on WeChat.
The tool also offers several specific features which could easily help you to translate your traditional email newsletter into the platform.
The benefit of using WeChat as emailing
To increase WeChat readers and subscribers, it is important to write great content. The published contents should also be diverse and of high quality. Finally, and the most important point, the published articles should provide value to your reader.
As we saw earlier, Chinese WeChat users enjoy looking for information and receiving promotions. You can educate your readers on topics related to your brand.
You can even tailor the way your posts are presented to your followers by adopting a newsletter-like template to present your content.
An additional feature you could use is linking your WeChat account with your website or WeChat mini-site. Finally, what is great with WeChat is that, unlike email newsletters, readers don’t have to exit WeChat because everything happens in the app even when visiting an external web page. Users remain within the app!
Also, using WeChat in conjunction with other amazing features: Wechat store, auto-reply, and many others. WeChat alone is great but coupled with Weibo (a well-established micro-blog) it is even better for any business wishing to enter or grow in the Chinese market.
Understanding the Chinese market is a duty to help you to promote your brand. We will provide you with an analysis of your results and related marketing campaigns every month.
We know how WeChat works and we can help you to increase your reputation online.
What is WeChat?
The most widely used is WeChat. It was created in 2011, several years after QQ, by Tencent the actual creator of QQ. It is an audio/text instant messaging mobile app used by over 700 million users worldwide. China is, of course, the biggest market in the world. Did you know that 61% of WeChat users in China open the mobile app at least 10 times a day? Also, almost 8 out of 10 Chinese consumers use WeChat to get more information, read news, and receive promotional offers. It is sometimes referred to as ‘the WeChat times’.
How does it work?
As a company, you have to know that there are two types of official accounts when it comes to WeChat marketing: the subscription account and the service account.
- The first basic official account is the subscription type. The company can post once per day and each publication is archived in the « subscription account » folder. This is a great choice if you want to regularly communicate with your followers. However, you have to know that it doesn’t send push notifications.
- Service account is what we suggest most brands to go with as it give access to most marketing tools as well as wechat ecommere features
How does it work?
As a company, you have to know that there are two types of official accounts: the subscription account and the service account. The first basic official account is the subscription type. The company can post once per day and each publication is archived in the « subscription account » folder. This is a great choice if you want to regularly communicate with your followers. However, you have to know that it doesn’t send push notifications.
Can I use western social media to promote my product in China?
Unfortunately, you cannot use western social media. The Great Firewall blocks all western social media such as Facebook and Twitter.
The most used social media platforms in China are WeChat, Weibo, Qzone, QQ, and Ren Ren among others. It is also important to note that about 90% of Chinese netizens own at least one social media account.