Email marketing, EDM (Electronic Direct Mail), has long been one of the most cost-efficient marketing channels in the West. For global brands, it’s a reliable way to nurture leads, build loyalty, and drive repeat purchases.
But in China, things work differently. The digital ecosystem is shaped by platforms like WeChat, Douyin, and Xiaohongshu, where communication is instant, social, and mobile-first. So, does EDM still make sense in such an environment?
The short answer: yes, but only for the right kind of brand, with the right strategy. Below is a deep analysis of its benefits, barriers, and when it’s actually worth your effort.
The Advantages: When EDM Can Still Win
- Cost-efficient long-term channel
Once you’ve built a qualified email list, you own it. No bidding wars, no algorithm surprises. Compared with social ads or influencer campaigns, the marginal cost of each send is minimal. - Personalization and data-driven targeting
With segmentation and automation, EDM can deliver the right message at the right time — re-engaging users who abandoned a cart or rewarding loyal customers. - Stronger control and independence
Platforms can change rules overnight. WeChat restrictions or Douyin bans can wipe out traffic in a day. Your email list remains an owned, stable asset. - Ideal for B2B or international audiences
In cross-border or professional markets, email is still the default communication tool. For SaaS, logistics, consulting, or export-oriented businesses, EDM is often the best direct channel. - Cross-channel synergy
EDM works best when combined with WeChat CRM, SMS, or in-app notifications — forming a cohesive “private traffic” ecosystem (私域流量).
The Challenges: Why Most Brands Struggle
- Email isn’t part of daily life for most Chinese users
In China, people rely far more on WeChat and mini-programs than on email. Open rates are low, and inboxes are often ignored. - Deliverability and infrastructure issues
Overseas mail servers are frequently filtered or delayed by China’s firewall. Without local IPs and SMTP infrastructure, even legitimate campaigns can end up in spam folders. - Strict compliance and privacy laws
China’s PIPL (Personal Information Protection Law) and anti-spam regulations make unsolicited campaigns risky. Every email must have explicit consent and a clear unsubscribe mechanism. - High localization demand
Translating your Western newsletter isn’t enough. Tone, design, content, and timing must all fit Chinese reading habits, from mobile layout to cultural cues. - Dominance of alternative channels
WeChat, Douyin, and Xiaohongshu dominate marketing attention. For many consumer brands, EDM’s visibility is simply too low to justify big investment. - Small, harder-to-grow email lists
Unlike Western audiences, Chinese consumers rarely volunteer their emails. Most prefer phone numbers or QR-based subscriptions.
Who Should Still Invest in EDM
| Type of Company | Why It Works |
|---|---|
| B2B & SaaS firms | Email remains the preferred professional communication channel. |
| Cross-border eCommerce | Many users (especially overseas Chinese) still check email regularly. |
| Premium or niche brands | Longer decision cycles make personalized nurturing valuable. |
| Brands with strong CRM systems | EDM enhances lifecycle automation and retention. |
| Firms valuing data ownership | Email lists remain a rare fully controllable asset. |
For mass consumer goods or entertainment brands, the ROI may not justify the setup and localization cost. For B2B, cross-border, or premium players, however, EDM can still be a quiet but powerful growth engine.
How China Differs from the Rest of the World
- Email ≠ Daily habit — WeChat is king.
- Local servers matter — Use China-based IPs or reliable local partners.
- Content regulation is real — Avoid sensitive topics or risky phrasing.
- Lower performance benchmarks — Expect lower open and click-through rates.
- Integration is key — Tie EDM into your broader “private domain” marketing.
- Testing is survival — Frequent A/B testing is essential to find what resonates.
So, Is EDM in China Worth the Effort?
Only if you treat it strategically, not as a mass mailing tool, but as a precision instrument.
If your audience includes professionals, cross-border buyers, or loyal customers, email marketing can still deliver excellent retention and lifetime value. If not, you’ll see diminishing returns compared with WeChat or Douyin engagement.
In short: EDM in China isn’t dead, it’s elite. It rewards brands that combine technical skill, cultural sensitivity, and consistent optimization.
Recommended Service: Chinese EDM by Sinostep
If you’re serious about testing or scaling EDM in China, Sinostep provides localized email marketing and content services designed for China’s unique environment.
Our team handles:
- Native Chinese email copywriting & visual design
- Deliverability optimization within China’s network
- Compliance with PIPL and anti-spam rules
- Integration with WeChat CRM and automation systems
Learn more or request a consultation: