Key Takeaways

Advertising through electronic messages is a effective and a cost-efficient way for Hong Kong businesses to reach the target market and bypass the high cost of traditional advertising.

Electronic Direct Mail Marketing is a multi-channel digital marketing strategy that goes beyond traditional email marketing by integrating email with social media, SMS, and even print materials to create a deeper and more personal customer engagement.

Electronic Direct Mail focuses on building long-term relationships by making customers feel valued, recognized, understood, and appreciated in a highly competitive digital environment where most people are integrating AI.

Advertising via Electronic Messages

In Hong Kong, markets are hyper-connected, advertising through electronic messages is a effective and a cost-efficient way for Hong Kong businesses to reach the target market and bypass the high cost of traditional advertising. Hong Kong has one of the highest smartphone penetration rates in the world. Channels like WhatsApp and email provide instant and direct access to local and global target markets. This allows marketers to launch data-driven campaigns with high ROI, capitalizing on 24/7 engagement and rapid brand scaling in a competitive market.

This article will tackle the basics of Advertising via electronic messages. Explain the definitions of electronic direct mail marketing, dive into the Unsolicited Electronic Messages Ordinance, and provide some benefits of advertising via electronic messages.

What is Electronic Direct Mail Marketing (EDM)?

Electronic Direct Mail Marketing is a multi-channel digital marketing strategy that goes beyond traditional email marketing. This is done by integrating email with social media, SMS, and even print materials to create a deeper and more personal customer engagement. Email marketing and electronic direct mail marketing are often used interchangeably, but the main difference between the two is that EDM focuses on building long-term relationships by making customers feel valued, recognized, understood, and appreciated in a highly competitive digital environment where most people are integrating AI.

An EDM approach is often done through the process of collecting high-quality, opt-in email lists that are lead magnets or awareness campaigns, then followed by advanced segmentation, enabling businesses to deliver highly tailored content that resonates with different audience groups within the target market, which then significantly improves engagement and conversion rates. Ultimately, EDM transforms one-way communication into an ongoing, two-way conversation that nurtures both existing customers and prospects, helping brands stand out and build lasting relationships in today’s crowded digital landscape.

What is the Unsolicited Electronic Messages Ordinance (UEMO)?

After you register a company in Hong Kong, you can advertise your products via electronic messages. We advise our clients to take note of the Unsolicited Electronic Messages Ordinance (UEMO) (Cap. 593). The Unsolicited Electronic Messages Ordinance (UEMO), enacted in 2007, regulates all actions of sending commercial electronic messages in Hong Kong. If you wish to read more about the ordinance, you may click here.

In the ordinance, commercial electronic messages are defined as any electronic message with the intention to provide information on the supply of goods or services, facilities, land, business opportunities, and more. If the sender of the electronic message knows that the intended purpose of the message falls within the definition of commercial electronic messages as outlined by the UEMO, and has an HK link to it. The sender must proceed with the proper steps to make sure that the message is in compliance with the Unsolicited Electronic Messages Ordinance (UEMO).

To comply with the legislation, senders of commercial electronic messages are required:

to include clear company information in the message

to provide receivers with an unsubscribe facility in the message

to confirm unsubscribe requests within ten (10) days (if any)

not to deliver electronic messages to any number(s) registered in the Do-not-call Registers starting from the tenth (10) working day of its registration

not to hide the caller information when delivering messages from telephone or fax numbers

prohibits the use of unscrupulous techniques to expand the reach of commercial electronic messages.

The Benefits of Advertising via Electronic Messages

Since we have already discussed the basics of electronic direct mail marketing and the legal compliance of the Unsolicited Electronic Messages Ordinance. Let’s get into the benefits of advertising via electronic messages as opposed to traditional marketing.

Personalized email: Data gathered from electronic direct mail allows for personalizing of emails and materials for different segments. This helps improve overall customer relationship management on a higher level.

Trust building: customer relationship improves as tailoring each email to each customer’s needs and wants builds trust, as familiarity improves.

Client retention: consistency in marketing through personalization and continuously being able to perform by meeting clients’ needs and wants will ease the maintenance of client relationships and brand loyalty.

Long-term growth: Electronic direct mail marketing improves as time passes. With continuous data collection, more data enables you to make a better analyzed decision. This will effectively simplify the segmentation of clients through A/B testing, which can improve the delivery of tailored strategies.

Cost-effectiveness: Electronic direct mail is the most cost-effective way to advertise your products and services as opposed to traditional marketing. As you collect data, you will be better able to proceed with the most cost-effective decisions from a marketing perspective.

Disclaimer: While Get Started HK does not provide legal advice, our staff will be happy to share our business experience. Alternatively, you can contact practicing solicitors for independent legal advice.