Jenny Chan 陳詠欣
Feb 2, 2015

How an online liquor store in China boosted email-marketing revenue

CASE STUDY: Email marketing in China is difficult due to a lack of transparency in the filtering and blocking policies of China's largest ISPs. Here's how one brand worked with its email provider to keep up with the changes and secure a 20 percent increase in revenue.

Background

Like many other Chinese e-commerce websites, online liquor store Jiuxian.com 酒仙网 has been facing serious problems with the strict but opaque requirements of China's largest ISPs QQ and Netease.

Due to the lack of transparency in ISP policy, it is difficult to get detailed numbers regarding rejection reports and email conversions. The only data ISPs share are open and click rates, which make it almost impossible to detect...

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