The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Potential email marketing service disruptions in China this week

Kevin Senne
Senior Director of Global Deliverability

This week marks the 25th anniversary of the Tiananmen Square demonstrations in Beijing, China. During the government crackdown, many pro-democracy protesters were killed. Reports of the number of casualties cannot be independently verified, but range from hundreds to thousands. The anniversary is not marked in China, but there are remembrances outside the mainland.

The Chinese government censors internet traffic during normal times, employing large groups of censors to purge popular social networking sites on undesirable posts. Popular western sites such as Facebook, YouTube, and Twitter are all blocked by the Chinese government. Google abandoned their China based business back in 2010, and moved to Hong Kong. Censorship was the stated reason by Google for the move.

With this background in mind, preparations and expectations should be set for the next couple of weeks in regards to access to internet. Historically, Google has seen periods of service interruptions over the past few years. In advance of the Tiananmen Square anniversary, according to Google, there has been a drop in the traffic measured out of China. This is an indication that traffic to the Google family of web services has been disrupted in some fashion. From all indications, we should expect to see these curbs remain in effect, and even possibly increase over the next few days.

From the email marketing side, here are some things you should plan to possibly experience. Keep all of these potential impacts in mind over the next couple of weeks, when you are reviewing performance metrics:

  • Some China-bound email could be blocked and/or rejected. Blocks could happen at Gmail if routing is unavailable.
  • You may also see other issues with email associated with services not directly connected with Google, as access is impacted. If customers are using Gmail as an aggregator for other email domains, expect to see a dip in engagement.
  • Senders should also expect that message content and screening could slow down final delivery as well.
  • Other effects on email campaigns could include delays as mail is filtered or examined.

Keep your content and expectations in check over the next week or so when marketing to the Chinese audience. And always, Oracle Responsys will be tracking the changes and keeping you informed with need-to-know information.

Be the first to comment

Comments ( 0 )
Please enter your name.Please provide a valid email address.Please enter a comment.CAPTCHA challenge response provided was incorrect. Please try again.