During the lecture today, we covered key concepts and strategies of email marketing. Coming from China, I couldn’t help thinking about the unique environment in China – where use of personal email is common. Almost every Chinese communicate with their friends and sometimes colleagues and business partners on WeChat – the well-known super app. Therefore, WeChat “private domain” marketing was born, essentially replacing email marketing seen in other countries.
WeChat “private domain” marketing seems not drastically different from traditional email marketing – they are free to use, delivered privately (one on one) and can be delivered anytime and multiple times. The only difference is that the push notification is sent as a WeChat message, instead of an email.
Like email marketing, the customer sign-up process for WeChat “private domain” advertising is commonly involuntary or somehow forced. When registering for a platform or application, a WeChat account is typically required, just like an email is required for such sign-on process in the US, giving advertisers access to reach the consumers privately. Promotional coupons are often given out if a consumer willing to share WeChat account info with advertisers/sellers.
However, there are several advantages of WeChat marketing when compared to email marketing. First, most Chinese only has one WeChat account, as it is linked to the national ID number. But one can have unlimited numbers of email addresses. As a result, WeChat marketing is more likely to reach the customer who are bound to be on WeChat every single day. Second, WeChat marketing does not need consider compatibility issue like an email campaign. The message will only be received and displayed on WeChat.
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