Meskipun Amerika Serikat dan Inggris memiliki bahasa yang sama, namun cara penggunaan bahasa tersebut di email marketing di kedua negara sangat berbeda! Oleh karena itu, saat menargetkan pelanggan Amerika dan Inggris, penting untuk mempertimbangkan perbedaan budaya yang jelas dan bernuansa di antara kedua negara yang ditunjukkan dalam berbagai strategi email mereka. Meskipun terkadang mungkin semudah mengganti "sepak bola" menjadi "sepak bola", di lain waktu perubahan yang diperlukan mungkin lebih sulit untuk diidentifikasi! Untungnya, kami telah mengumpulkan 4 perbedaan utama antara email pemasaran AS dan Inggris, lihat di bawah ini:

Differences Between US and UK Marketing Emails

Panjang Pesan
Emails sent from American companies tend to use an upbeat tone and direct language. By contrast, British emails are typically longer and make customers work a bit harder to find the call to action. British marketers beware– when it comes to sending emails to American customers shorter is better. Conversely, American marketers should create messaging that mirrors the verbose nature of British marketing emails when sending messages ke UK.

Membangun Kasus
Typically British customers like to read evidence before making a decision with a particular preference for third party reviews. For British brands, including customer testimonials, links to reviews and encouraging customers to leave their feedback is important for creating a conversion. While this certainly won’t hurt a marketing campaign targeted towards Americans it is an absolute must for British email marketing.

Kekuatan Bintang
American email marketers often use celebrity endorsements in email notifications to customers. The American political arena uses this approach particularly well, especially when it comes to raising funds. For instance, the Obama campaign used tailored emails from celebrities to encourage supporters to donate to their cause. Across the pond however, this technique is used sparingly. Rather, British political emails typically only use political candidates or party leadership as the sender.

Mengeja itu
As mentioned, American emails tend to be shorter than those from the UK. What may be surprising is that this actually applies ke length of words used in American and British emails! While it is not rare to see an American marketing email employ abbreviated language like “OMG” or “FTW”, this is actually uncommon in marketing emails from the UK. That said, when sending emails to British customers, when in doubt spell it out!

Pemasar Inggris menulis dan mengirim notifikasi email sedikit berbeda dengan pemasar Amerika. Namun, terlepas dari perbedaan gaya email, pemasar email Amerika dan Inggris sama-sama berfokus pada penyampaian pembaruan, penawaran, dan berita yang ditargetkan dan menginformasikan pengguna. Pada akhirnya, tanpa pendekatan terhadap konten email ini, terlepas dari panjang atau nada pesan Anda, Anda menghadapi risiko pelanggan Amerika dan Inggris memperlakukan pesan Anda seperti sampah... atau sampah.