As you know, I attended the Email Evolution Conference last week in Arizona where I was invited to sit on a panel with Kath Pay, Skip Fidura and Dela Quist to talk about the do and don'ts of email marketing to Europe.
Topics that we covered included the opt-in legislation in Europe, localization of content, segmentation and testing strategies, the need for templates that work in multiple languages, how do you coordinate things when there are so many different languages, countries and cultures involved, the fragmentation of the ISP market etc.
Here are the main takeaways from this session:
How do you organize an international email program?
There are two ways you can go about it: you can either manage everything centrally or you manage the email program locally. Personally I've dealt with both approaches in the past.