Why 'This' Channel Is Stronger Than Email Marketing in S.Korea? (CRM)

Why 'This' Channel Is Stronger Than Email Marketing in S.Korea?

In Western countries, email marketing has solidified its role as a primary marketing channel. Yet, in Korea, different communication channels dominate. Domestic marketers often prefer channels like KakaoTalk and SMS over email for their instant reach and accessibility.

KakaoTalk, a messaging app similar to WhatsApp, is so widely used in Korea that it’s known as the “national messenger,” and it plays a key role in bridging communication between brands and customers. What’s more, KakaoTalk offers brand shop coupons, direct 1:1 chat support, enabling customers to receive instant responses, along with 24-hour chatbot services that handle various customer needs automatically, such as location lookup, delivery tracking, reservations, and orders.

e.g. Yves Saint Laurent push message

These features provide a unique brand experience through smart chatbot interactions and allow companies to choose an agency to customize a chatbot to fit their specific goals. Let’s dive into why these channels have garnered more attention than email in Korea.

1. High Accessibility and Fast Reach

With Korea’s smartphone penetration rate among the highest globally, mobile-centric communication is ingrained in everyday life. KakaoTalk Business Messages and SMS are able to capture recipients’ attention far more quickly than email. Many users rely on KakaoTalk notifications, which appear directly on their smartphone lock screens, prompting immediate engagement—an advantage over email.

Unlike emails that can end up in spam folders or get lost amid numerous promotional emails, KakaoTalk and SMS are clearly distinguished, reaching customers with certainty. Customers can also immediately engage in 1:1 chat support or utilize the automated KakaoTalk chatbot for quick assistance with queries like branch locations, order tracking, or placing reservations, creating a responsive experience that fosters smoother brand communication. 

2. Enabling Close Communication with Customers

KakaoTalk Business Messages and Notification Messages help build closer communication between brands and customers. Known as the “national messenger” in Korea, KakaoTalk connects companies and users on a more personal level. For example, customers see notifications regarding shipping status, coupons, and payment confirmations as helpful services rather than as advertisements.

KakaoTalk Business Messages further allow brands to personalize messages, strengthening the brand-customer relationship and enhancing customer loyalty. With the addition of 24/7 chatbot functionality, customers can resolve routine questions around the clock and seamlessly transition to live consultations if needed, providing more real-time engagement than email.

 

(c) kakao

3. Higher Click-through Rates and Conversion Rates

While many recipients may ignore or immediately delete promotional emails, KakaoTalk Business Messages and SMS are more likely to capture customers’ attention and are better suited to drive conversions on mobile devices. Research shows that click-through and conversion rates are significantly higher for KakaoTalk Business Messages and SMS compared to email, which is essential for companies striving to meet key marketing goals.

Additionally, customers can ask questions directly through 1:1 chat or access automated chatbot assistance to get the information they need quickly, encouraging further interaction and boosting conversion rates.

 

(c) kakao

4. Advanced Targeting and Personalization

KakaoTalk Business Messages offer brands detailed targeting capabilities based on customers’ behavior and preferences. For instance, online retailers can send personalized product recommendations based on purchase history or remind customers about expiring coupons. These customized messages generate stronger responses than email and can lead directly to personalized conversations, capturing customer interest even more effectively.

The chatbot functionality further enhances targeting by guiding customers through common inquiries based on their specific needs, allowing for a tailored experience that customers appreciate.
5. Cost Efficiency and Ease of Tracking Marketing Performance

KakaoTalk Business Messages and Notification Messages are comparatively low-cost and offer better tracking for message delivery and customer response rates. While email performance is harder to track and doesn’t provide real-time insights, push-based messaging enables simple and efficient campaign analysis, improving marketing effectiveness.

With 24/7 chatbot support and 1:1 customer support options, companies can also quickly gather insights and feedback, making it easier to optimize future campaigns and ensure an exceptional customer experience.

 

(c) kakao

Conclusion

Email marketing has been less successful as a marketing channel in Korea because Koreans prefer faster, more mobile-centric communication. Push-based channels like KakaoTalk Business Messages and SMS stand out for their high accessibility, close communication, high conversion rates, and effective targeting.

With KakaoTalk’s additional chatbot feature, which automatically addresses inquiries such as location lookup, order tracking, and reservations, customers enjoy a unique and highly accessible brand experience. The option for 1:1 live chat further solidifies KakaoTalk’s role as a preferred choice over email for brands aiming for quick, engaging, and customer-focused communication.

This preference for messaging apps among Korean marketers reflects their suitability for Korean consumers’ lifestyles and communication habits, making KakaoTalk an optimal choice for effective engagement.