Ryan Buchanan

Over the years, e-mail has proven to be an invaluable marketing tactic, and the vast majority of marketers today count it as one of their key channels. But, how well do your e-mail efforts translate into a tool for tapping the United States’ growing multicultural population? “Many organizations are starting to take a closer look at their multicultural e-mail marketing initiatives and how to tailor them to the needs of those audiences, from both a language and cultural perspective,” states Ryan Buchanan, CEO of e-services consultancy eROI. What follows is a list of Buchanan’s tips for translating e-mail communications for multicultural audiences. Write with an

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