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Tuesday, August 01, 2006

European Email Blockade

As if the global political and economic universe doesn’t have enough trouble, here come more geocentric email challenges for global marketers. We recently sent our client base that have European operations and databases an advisory memo that is summed up below:

An increasing number of leading ISPs in Europe are more aggressively filtering high volume email campaigns that are sent in English and other non-native languages. Our recommendation is to monitor European deployments and if the delivery rate seems to decrease, we advise that the content should be “localized”. This means taking the extra step to create the content in the native languages of the European recipients (French recipients receive mailings in French while Spanish members receive the message in Spanish).

So far our clients have not seen any decrease in delivery rate but it is something we will closely monitor. No one said email marketing is boring or easy, huh?


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