For Interactive Marketing Professionals

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	October 29, 2008 E-mail Marketing Adoption, 2008 Assessing Multinational E-mail Marketing Sophistication by David Daniels

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Executive Summary

US e-mail marketers will face increasing competition from their European peers as they begin to explore international e-mail opportunities. US e-mail marketing vendors seeking European expansion are therefore questioning the many unseen hurdles that lie ahead.

Key Questions

• How does the sophistication of e-mail marketing differ in the US and in Europe?
• Which regions are relatively less likely to adopt relevance as a tactic, thus stifling mailing performance?
• Which challenges are inhibitors for the further optimization of e-mail marketing?

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