Fragmented European market breeds complexity

Share this content:

LONDON - E-mail marketing in Britain requires understanding the cultural and business differences that exist throughout Europe, according to e-Dialog executives.

Relationships with Internet service providers in Europe are more complicated than in the United States, John Rizzi, CEO of e-Dialog, and Simone Barrat, managing director at e-Dialog UK, told DM News in an interview in their London office.

"It is quite hard to find out who the top ISPs in Russia are, so we have to work with our customers to find out who they are trying to target and what ISPs they are using," Ms. Barrat said.

Mr. Rizzi noted that the European market is much more fragmented.

"There are a handful of ISPs in the U.S., whereas over here there are a lot more to keep track of," he said.

These include the main U.S. players like Hotmail, MSN, Yahoo and Gmail but also extend to Virgin.net, BT and Wannadoo. To deal with deliverability among the ISPs, Ms. Barrat said, it is best to test e-mails across the different providers.

The European market also includes countries having different languages, traditions and demographics. Hewlett-Packard is one e-Dialog client that sends e-mails to 18 countries in various languages.

Though many languages are used, English is a common marketing language throughout Europe, Mr. Rizzi and Ms. Barrat said.

Design also reflects culture.

"There are subtleties in design style between a Latin country like France or Spain and a Nordic country like Sweden or Denmark," Mr. Rizzi said.

Personalization and segmentation are growing, as are e-mail marketing budgets.

"For retail clients, e-mail marketing is becoming very business critical," Ms. Barrat said. "There is an elevated importance of e-mail because of the fantastic returns that can be seen through tracking."

Loading links....
close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here