Form submission (sign up for demo, etc).
Sending important emails in the sales process, including sum-ups of meetings, proposals, and key documents.
Sending newsletters or drip campaigns, but only in addition to communications via WeChat.
Emails should be written in Simplified Chinese, and it’s best that they contain no images.
We’ve had clients in some industries report that Chinese users were more likely to use a fake email address to try to get access to a downloadable resource. If that’s a problem, you can consider using a tool like TheChecker to validate email addresses in the form itself, which is useful in China and the RoW.
Hopefully, you get a sense that email should be used differently in China and the RoW. That’s not just the case for email though. It’s also true for many other marketing methods. China has a parallel digital ecosystem that can be very different from everywhere else.
x meaning “the Rest of the World”. I use this to refer to saudi arabia phone number every place that is not China. I’m talking about countries and regions that are mostly part of the same digital ecosystem. The majority of people in the world use Google, Facebook, Instagram, WhatsApp, LinkedIn and a bunch of other interconnected platforms. Meanwhile, almost all of these platforms are blocked in mainland China, with the exception of LinkedIn.
It’s not just the platforms that are different between China and the RoW though. There’s also a difference in language, culture, and society. In fact, I know there are differences between all countries, and differences within countries too. Some companies have the resources to create differentiated campaigns for every country on the planet. But most companies that we work with are mid-sized enterprises. They might be questioning whether to keep their marketing unified globally or not. For companies like that, I suggest that the most useful geographic split is to differentiate between China and the RoW.
We can’t advise on the best solution for all companies, but we can give some advice based on our point-of-view. We see marketing campaigns go wrong when management tries to force the Chinese marketing strategy to mimic the marketing activities in the RoW. You’ll learn more about this in the upcoming emails.
In each email, we give a few practical tips while laying the groundwork for you to understand the big picture too.
In the next email, I’ll be talking about the super-app WeChat, which will be essential for you.
For more about Chinese B2B marketing tactics, and to sign up for the ten-email course, check here.
Start With a Free Consultation
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We’ll identify the potential obstacles hindering your expansion in China, and we’ll recommend the best course of action based on your individual needs.
If you think we’re a good fit, you’ll receive a proposal within a week.
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