International Email Marketing

Crucially, getting these elements right depends upon a true understanding of the strategy which underpins effective international email campaigns. For example, the difference between a campaign being a roaring success or a dismal failure could come down to something as fundamental as failing to take into consideration the cultural preferences of the intended target audience.

When targeting an international audience in varying timezones, for instance, it is essential that careful thought is given to the appropriate time to deliver email marketing messages – so as to maximise the chances of engagement and conversion. For example, if an email is delivered to your intended audience at 3AM local time, it is extremely unlikely to achieve anything resembling a high engagement rate.

Moreover, following best practices in terms of avoiding keywords that are likely to trigger spam filters is extremely important in ensuring that that your marketing messaging isn’t blocked at source. Obviously, the more that your messages are blocked, the less exposure it receives. The less visibility potential clients have of your business and its services and products, the less likely they are to include your organisation within their purchasing considerations.

Ensuring that your emails are both targeting the right audience and are relevant to this intended audience are each huge factors to campaign success. This knowledge stems from an understanding of the local populace and their preferences.

Although these may sound trivial, relatively small details such as these can elicit huge differences in the effectiveness of your international email marketing. And huge differences here translate into results (or lack thereof) in commercial outcomes such as revenue and profitability.