How round is the moon abroad? Be careful of the influence of Chinese and foreign national conditions on mail marketing

Recently, e-mail marketing in the domestic wind, not only web sites, shopping malls and other Internet-type enterprises, many traditional media and traditional industries have also begun large-scale use of e-mail marketing, its low-cost low-cost, very high rate of return, powerful carrier and interactive has won the favor of many customers.

With the rapid increase of domestic market demand, mail marketing service providers at home and abroad have entered the market. Many first contact mail marketing Enterprises do not know how to choose a service provider, is the choice of domestic or foreign? Some enterprises in the choice of foreign well-known service providers but found that the return on investment (ROI) did not achieve the desired goal, through the site of various KPI data analysis found: Mail marketing effect is not as moving as its propaganda. And why?

In fact, this is mainly caused by differences in national conditions and cultural differences between China and foreign countries. Although the foreign mail marketing started earlier, its various marketing theories perfect, the experience is rich, the system function is formidable, but in the face of the huge foreign and Chinese cultural difference, these theories and the experience are not so useful. These differences are mainly reflected in:

Differences of laws and regulations at home and abroad

At present, the vast majority of foreign mail marketing service providers are from Europe and the United States, according to the European and American countries on the spam mail to determine the criteria: Opt-Out. Opt-out refers to the enterprise in the absence of user permission can be unilaterally sent ad mail, users if you do not want to receive such messages to be active contact the mail sent enterprises to unsubscribe.

China's current laws and regulations on the use of spam to determine the criteria for: Opt-In. Opt-in requires the enterprise to obtain the user's permission before sending the message to the user, otherwise it is not allowed to send. Most of the domestic websites took the initiative to adopt a more stringent double opt-in strategy, that is, double confirmation.

The difference of basic laws makes the theoretical foundation of foreign mail marketing service providers completely ineffective, if only blindly copying foreign theories and experiences, the result will be counterproductive.

Ii. cultural differences at home and abroad

There are also essential differences between domestic and foreign users ' psychological attitudes towards advertising and sales visits.

According to the survey, 70% of European and American people believe that successful trading and pleasant cooperation are brought by strangers, while 70% of Chinese believe that successful trading and pleasant cooperation must be brought by acquaintances. European and American people like to experience new things, a perfect business environment so that they experience new things without worries, and the Chinese people better trust familiar people, familiar companies and familiar brands. Therefore, in China to carry out mail marketing planning is bound to take a different strategy with foreign countries.

In addition, the difference between Chinese and foreign aesthetic requirements of enterprises in the design of the mail template can not be copied abroad way.

Iii. Internet environmental differences at home and abroad

At present, the total number of users of domestic e-mail service providers (free mailboxes, enterprise mailboxes, etc.) is very large, even the sum of all the foreign service providers, combined with the domestic standards for the determination of spam, leading to domestic e-mail service providers in the filtering of e-mail to adopt a more stringent strategy.

and foreign mail marketing service providers can not adapt to this strategy, and even can not accurately statistics the arrival rate of the message (most foreign service providers only technical statistics to reach the success of the Mail gateway, do not count whether to reach the user's mailbox). This is also the foreign mail marketing service providers give a high arrival rate, and the Web site statistics are very low reasons. From this perspective, the ineffective theoretical basis, coupled with inappropriate marketing planning and erroneous statistics, naturally fails to achieve the expected return on investment (ROI).

In summary, foreign mail marketing service provider's experience, although the theory is perfect, advanced, but in China's national conditions but not necessarily easy to use, enterprises in the choice of mail marketing service providers must be based on their own situation, target customer groups, product positioning and other factors of comprehensive consideration, careful choice.