How do cultural differences affect email engagement?

Culture influences tone, visuals, timing, and expectations. What feels friendly in one region might read as unprofessional in another. Directness works in some cultures, while others expect subtlety and formality. Color symbolism, imagery, and even subject line length vary by cultural context.

Holidays, work schedules, and local events also shape engagement. Sending promotional emails during Ramadan, Chinese New Year, or regional festivals without acknowledging them can feel tone deaf. Timing emails around local business hours improves open rates in B2B contexts.

Localization goes beyond translation. It includes adapting currency, units of measure, date formats, and references to align with regional norms. A campaign referencing American football won't resonate in markets where football means soccer.

Cultural segmentation requires research and testing. Use regional engagement metrics to understand what works and adjust accordingly. Think of it as learning the local dialect before docking in a new harbor. Fluency builds trust and improves reception.