China's email marketing landscape in 2026 shows a steady click-through rate of 3.8%, reflecting increased content relevance and targeted campaigns. The dominance of mobile usage highlights the importance of mobile-optimized emails, with 72% of engagement happening on smartphones. Businesses are investing heavily, with marketing spend reaching approximately 45 billion CNY, indicating a mature digital advertising environment that emphasizes personalized messaging to improve engagement.
The average email open rate remains around 22.5%, demonstrating room for growth through better segmentation and content relevance. The widespread adoption of personalized email strategies, at 58%, suggests brands are prioritizing tailored experiences to boost click-throughs and conversions. As China's digital infrastructure advances, email marketing continues to be a vital component of overall digital communication and customer engagement strategies.