Nuts & Bolts: Global Update
• Be consistent. Make sure the vocabulary, tone and style of subsequent customer care communications—whether they are order confirmations, new registration acknowledgments or messages related to out-of-stock items—match the original message.
• Implement U.S.-based e-mail best practices. Koziol recommends marketers stick to U.S. standards for privacy and permission when deploying international e-mail campaigns. “We follow Can Spam with any program we do around the world,” he explains, adding that “if you follow the most rigid rules and procedures, you can’t misstep from a legal or procedural point of view.”
• Deploy campaigns through a credible tool or service. Koziol advises marketers to seek out the support of companies that have the right research and development to stay abreast of changes in the marketplace, and have staff devoted to whitelisting. “You can’t run a good campaign if you can’t get your message to consumers,” he reasons.
—Lisa Yorgey Lester