Dwight Sholes says, “Planning to start sending email to subscribers in countries outside the U.S.?  Here are twelve tips to make sure you are successful.

  1. Language:  Establish at the outset the language that you will be using to address your audience.  Will you be sending English-language emails to your international audience, or addressing subscribers in their local language?  This decision varies by country, region and audience.  For example, in some countries you must use the local language for all emails while in other markets local subscribers are accustomed to receiving email in English, especially for B2B communications.  And there is wide variation in the English used around the world, so be certain that your spelling and usage reflects local norms.
  2. Seamless Experience:  Be certain that all aspects of your email program (email, opt-in forms, landing pages, privacy policy, unsubscribe pages, FAQs, etc.) reflect the language decision you make above. There is no surer way to alienate subscribers than by sending an email in their language but linking to pages that are in English or a third language”.

Twelve Tips for Sending Email to an International Audience

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