Fragmented European market breeds complexity

Share this article:

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."

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: ...

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?