While the rest of the world pivots to SMS or push notifications, email marketing in Japan is still thriving. Global email engagement is plummeting, but it remains a trusted and primary communication channel among the Japanese.
In This Article
In this article, we’ll explore how the native population perceives email as a marketing channel. Furthermore, we’ll offer design tips to entice the Japanese reader, with the aim of increased open rates and click-through success.
The Cultural Aspect of Email Marketing in Japan
The West largely sees email marketing as an antiquated practice. Budgets for this avenue have dried up in favor of influencer marketing and social media. It’s a justified move, as global open rates were at a sluggish 23% globally compared to Japan’s 31.7%.
Why such a big difference? Short answer: trust and tradition. Consumers in Japan perceive email marketing as formal and reliable, compared to regions like the US that hold a low-commitment, casual impression of the medium.
That’s because brand communication in Japan goes beyond marketing. It’s an online extension of the culture’s omotenashi (hospitality) spirit. This communication style keeps engagement high, and keeps customers coming back.
With a forecasted 2025 increase to $832 million towards email marketing in Japan, it’s proving effective.
Tip: Politeness and Precision are Key
Tone is everything in Japanese communication. The same goes for email marketing in Japan as well. There are social nuances that permeate the entire culture, and they should be considered even online. Approach your customers through email the same way you would in person. Two words should always come to mind: subtlety and respectfulness.
Save the aggressive speech for your Western audience where it won’t come off as too rude or pushy. Instead, cultivate a rapport that feels more like a relationship than a transaction. For instance, a simple introduction of “いつもご利用ありがとうございます” (“Thank you for your continued support”) can go a long way to reinforce this dynamic.
Email Behavior Routines in Japan
The fast-paced, ‘gotta have it now’ mindset of Western audiences has led them to adopt quick channels like WhatsApp or Instagram DMs for communicating with brands. In Japan, however, customers continue to favor email for this purpose.
Don’t expect this trend to change any time soon, as major Japanese companies like Rakuten and MUJI opt for email as the primary method for membership program maintenance and repeat sales nurturing.
The population is trained to check emails every day, and their actively looking for brand communications gives your open rates an advantage.
The Special Formula to Email Marketing in Japan
There are subtle mechanisms on the cultural level that, if understood properly, make email marketing a powerful channel in Japan. Let’s review:
- Loyalty-based communication – Japanese email messaging is largely from membership or point-based ecosystems such as Rakuten Super Points, for example. Recipients are used to follow-up “thank you” emails as opposed to pushy, “Buy Now” messages.
- Subtle urgency – Advertising is not completely discouraged, but should be tactful. Save promotional messaging for seasonal offers and products. In this way, customers will see your messaging as more of an opportunity than pressure to buy.
- Keep it simple – Japanese websites long held a reputation for being content-dense. Those days are falling by the wayside, and this shift in aesthetics should be reflected in email communication as well. Keep your email formatting clean with generous spacing. Images should also be kept to a minimum.
- Consistency – Japanese customers like things on a schedule. Regular communication feels more conversational, whereas sporadic email blasts may give an impersonal impression.
Email Design Considerations for the Japanese Market
Now that you know the psychology behind email marketing in Japan, let’s talk visual compatibility. Here are some checkpoints to consider when formulating the technical design of your email outreach campaigns.
Mobile-First, Always
Over 80% of emails are opened on mobile devices. Earlier, we mentioned keeping images and graphics to a minimum. A big reason for this is that many Japanese mobile carriers have default filters that will block messages if they’re too image-heavy. Your go-to should be light, responsive HTML or plain-text messaging.
Light Visuals are a Safer Bet
Domestic email apps prefer simpler layouts. Remember that you’ll be communicating in Japanese, so larger font sizes and short line breaks help immensely to improve text legibility.
Color Choices
This is an underrated aspect of email formatting. If you’ve spent any time in Japan, you’ll notice the overall color palette of the country is a bit muted—almost dull. The Japanese prefer soft pastels and clean whites for the most part. Bold colors, especially reds and blues, could easily scare off potential customers.
Localization
This is where collaboration with a dedicated native agency is crucial. Understanding not only how your messaging should sound to Japanese audiences, but also how it should be presented, is the make-or-break of your email campaign’s success.
ICJ – A Japanese Email Marketing Agency with Know-How
Email marketing in Japan can be a very lucrative endeavor, but if you’re an overseas brand looking to break into the Japanese market, you may encounter pitfalls or overlook blindspots that could hinder your success.
At ICJ, our Japanese Creative and Content teams can collaborate to provide a tailored email marketing campaign that connects you with your target audience. Trust in our expertise to optimize open rates and nurture repeat business.
