Inbox Insider: E-mail marketing goes global

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E-mail marketing continues to grow, taking advantage of the cheap, yet efficient technology and measurement ability it provides. So, it's likely that it also will expand globally.

Last week, Experian acquired an 88.5% stake in a Japanese e-mail provider called A-Care Systems. The company will be part of the Experian CheetahMail unit, though Experian did not say in a statement whether it will rebrand the company.

The acquisition comes as e-mail vendors continue to do well in the US, and are growing their businesses across the globe. Experian has expanded its CheetahMail brand internationally in recent years, and has established a presence in the UK, France, Germany, Spain and the Netherlands, as well as the Asia-Pacific region. CheetahMail opened an office in South Africa this past November.

In addition, US-based e-mail vendors StrongMail, Datran Media and Responsys all have service available in Europe and in the Asia-Pacific region.

Global expansion offers American e-mail services providers (ESPs) many opportunities to expand their businesses. Global brands are sending e-mail through different regions of the world, and foreign companies are looking for solid tech companies to target consumers in their respective countries, as well as in the US.

Yet expansion for ESPs can be tricky. Different countries have different laws on privacy and mailing. They also have different Internet service providers at work that may have their own rules about spam and delivery. So as American ESPs expand around the globe, they also have to get educated about local laws and regulations.


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