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| EMAIL
MARKETING CASE STUDIES IN CHINA |
|  Since
1997, Xianzai has been the power behind some of the most impressive
email marketing campaigns in China and Asia. Xianzai's commitment
to providing accurate, sustainable data along with its time-honored
tradition of tracking down a laser-fine database of 100% useful
optin subscribers is the key to Xianzai's clients' many marketing
successes in China.
What really Makes Xianzai Special?
Xianzai's been growing and cleaning its email database for 10
years. Whereas other email marketers' databases might be gathered
from offline marketing or from non-email resources, Xianzai concentrates
on gathering subscribers who use email everyday. Therefore, an
email marketing message sent to a subscriber who reads and uses
email everyday will reach its target and generate a more positive
reaction than a message sent to a potentially dead mailbox. In
the end, our clients win when they use our controlled universe
of email subscribers!
Below we introduce you to some of the
case studies collected since Xianzai launched in 1997.
These clients all had different needs and goals and Xianzai
crafted interactive marketing campaigns to meet those
needs.
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Company
Type: Consumer Electronics
Campaign
Format: Xianzai's 100% Optin Email Database
Email
Creative: HTML
Campaign
Purpose: Introduce a line of high-end business projectors
and end-user handheld computers
Audience target: 178,320 Chinese
urban white-collar males ages 25-40; target primarily Shanghai,
Guangzhou, Beijing, Shenzhen, and Chongqing
Cost
Method: CPM
Data
Needed: how many emails opened; what time were the
emails opened; live CTR (Click-through Rates) made available;
how many emails bounced.
 Campaign
Results: The emails were sent out on a Sunday evening
so that the bulk of users would be able to read the email
the first thing on Monday morning in their offices. Of the
total emails sent, 92% were opened within the first 5 days
of the campaign and about half of those were opened within
the first 24 hours. In addition, 28% of those who opened
their emails also clicked on the links to go to the client's
own website. Because the client had direct access to Xianzai's
Tracking database, they could also view the real-time data
from the comfort of their own offices and they could forward
that data to their global headquarters outside of China.
The Bottom Line? The client
was so pleased with the statistical email results AND the
real-world increase of sales that they signed on for another
campaign two months later. |
Company
Type: Hotel & Hospitality
Campaign Format: Xianzai's
Email Newsletters
Email Creative: HTML
Campaign Purpose: Announce
a special restaurant promotion with the hotel by emailing
users special coupons
Audience target: 78,850 Chinese
living in Beijing ages 25-40
Cost Method: CPM
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Data Needed:
how many emails opened; what time were the emails
opened; how many coupons were downloaded.
Campaign Results: The ads were placed on three of
Xianzai's Chinese-language newsletters: World Recipes, Xianzai
Beijing, and Business Travel Tips. As each of these newsletters
is sent once a week, the ad campaign stretched for 2 weeks
with the ads remaining on the newsletters for this 2-week
period. After the first week, 65,870 email newsletters were
opened and the ads were viewed that many times. However
the coupon was only downloaded about 1200 times. After the
first week, the client changed the text of the ad copy and
the design was altered. The client offered an incentive
to users if they downloaded the coupon and presented it
at the new restaurant after a meal. During the second week,
the email newsletters were opened by 66,988 users and the
coupon was downloaded 2980 times. The restaurant collected
over 500 coupons during the subsequent 3 months from users
who otherwise would have been unaware of the 5-star hotel's
restaurant offerings.
The Bottom Line? The campaign
cost the client about US$3000 to run and they were able
to acquire over 500 real-world new customers. The return
on their investment more than paid for the branding impressed
upon the email readers who did not download the coupon AND
it definitely paid for the new customers who would definitely
return to the hotel's restaurant in the future. Branding
for the 5-star hotel was the real winner of this campaign
as the tone of the restaurant and the establishment were
set in the minds and hearts of the email users. |
Company
Type: Beverage Company
Campaign Format: Xianzai's
100% Optin Email Database and Xianzai's Email Newsletters
Email Creative: HTML
Campaign Purpose: Provide a
steady stream of information about the fruit juice's new
line of exciting flavors
Audience target: 822,300 university-educated
Chinese urban males and females ages 18-35
Cost Method: CPM
Data Needed: how many emails forwarded to friends;
how many emails opened; what time were the emails opened;
live CTR (Click-through Rates) made available; how many
emails bounced; how many unsubscribed emails.
 Campaign
Results: The ads were alternately placed in the following
Chinese-language newsletters over a 2-month period: Xianzai
Shanghai, Xianzai Beijing, Business Travel Tips, Joke-A-Day,
Riddle-A-Day, Dog Care Tips, Cat Care Tips, and Sinapedia
IT Tech-Word-A-Day. Xianzai's 100% Optin Database was also
used to target this demographic--optin emails were sent
three times during the 2-month period in a "Tiered"
or "Multilevel" email marketing strategy. In the
end, the 822300 users viewed the ads a total of 10.5 million
times (about 13 times per user) and the emails containing
the ads were forwarded to friends over 132000 times generating
that many more potential views of the ads in the juice campaign!
The unsubscription level of all the email newsletters and
optin emails remained at around 3% throughout the campaign--a
level steady with that of before the campaign began. Also,
the CTR of the email ads, which asked for users to click,
was steady at 4% throughout the campaign--about 2% higher
than a normal website ad campaign.
The
Bottom Line? The 2-month campaign was a success.
It was meant to build brand awareness and it surely did.
The client was happy with the above-average CTR and the
sales of its fruit drinks which were attributed to both
their off-line campaign and Xianzai's interactive email
marketing campaign. The client still uses Xianzai's system
every few months when it launches new products. |
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