Why do email open rates differ across languages and countries?

Email open rates vary by language and country due to a combination of factors, including cultural relevance of content and subject lines, regional email infrastructure and spam filtering rules, local user behavior patterns, and broader socio-economic or political contexts that affect receptiveness.

What is localization and how does it affect open rates?

Localization involves adapting your email content, design, and strategy to the specific cultural and linguistic norms of a region. This goes beyond simple translation to ensure the message resonates authentically with the local audience, which can significantly improve engagement and open rates.

Can regional blocklists impact my email deliverability?

While global blocklists (or blacklists) are common, many countries and ISPs maintain their own regional or internal blocklists. Your sender reputation could be impacted locally, causing emails to be blocked or sent to spam in specific countries, even if you are not on major international lists.

What steps can I take to improve email open rates in different countries?

To improve open rates in specific regions, you should: segment your audience by country, localize content and subject lines beyond just translation, A/B test variations to identify what resonates locally, monitor regional engagement benchmarks, and consider optimal sending times for each timezone.

My emails are being delivered, but open rates are low. What could be the issue?

If delivery rates are high but open rates are low in certain regions, it often points to issues with content relevance, subject line appeal, or aggressive local spam filtering. The emails are reaching the inbox, but recipients are not compelled to open them due to cultural disconnects, perceived spamminess, or a general disinterest in email as a communication channel in that specific market.

Why do email open rates vary for specific languages and countries? - Technical - Email deliverability - Knowledge base

When managing email campaigns for a global audience, it can be perplexing to see open rates fluctuate significantly across different languages and countries. You might be sending the same campaign, translated perfectly, to what seems like equally engaged segments, yet the results tell a different story. This variation isn't random. Instead, it's influenced by a complex interplay of cultural norms, technological infrastructure, market maturity, and even current events.

Understanding cultural and linguistic nuances

One of the most significant factors influencing email open rates across different regions is the cultural and linguistic context. Simply translating your email content, including subject lines, isn't always enough to resonate with an audience. Localization goes beyond mere translation, adapting the message to fit cultural nuances, idiomatic expressions, and local sensibilities. What works well in one culture might be seen as spam, confusing, or even offensive in another.

Subject lines are particularly susceptible to these differences. A clever pun or direct call-to-action that performs exceptionally in English-speaking markets might fall flat or be misunderstood when translated directly into Spanish or Portuguese. Cultural preferences for formality, humor, and urgency can drastically alter how a subject line is perceived and, consequently, whether an email is opened. This is why it's critical to consider the deliverability implications of sending emails with multiple languages.

Pure translation

Focuses on converting text word-for-word into another language. It prioritizes linguistic accuracy without necessarily considering cultural context. This can lead to awkward phrasing, unintended meanings, or a lack of connection with the local audience, especially when dealing with idioms or slang. The primary goal is often clarity of meaning, but not necessarily emotional resonance or cultural fit.

Localization

Adapts content to a specific region's language, culture, and technical requirements. This includes adjusting imagery, dates, currency, and even the overall tone to feel native to the recipient. Localization aims for cultural relevance and maximizes engagement by making the message feel tailored and familiar. It's about ensuring the message speaks to the recipient, not just is understood.

Beyond text, visual elements and design layouts also play a role. Some cultures prefer more subdued imagery, while others respond better to vibrant, direct visuals. Even the direction of text, like right-to-left for Arabic, must be considered for the email design to be truly effective. A comprehensive guide on email localization provides valuable insights into adapting your global strategy.

Regional technical and infrastructure differences

Technical factors and the underlying email infrastructure can vary significantly from one country to another. Internet service providers (ISPs) and mailbox providers in different regions may have varying spam filtering criteria, leading to different inbox placement rates. This means an email that lands in the inbox consistently in one country might frequently end up in the spam folder in another, directly impacting open rates even if delivery rates appear high.

Localized blocklist impact

While global blocklists (or blacklists) like Spamhaus are well-known, many countries and even specific ISPs maintain their own regional or internal blocklists. Your sending IP or domain could be listed on a local blocklist in one country without being on a major international one, leading to deliverability issues specific to that region. This can explain a sudden drop in email open rates in a specific geographic region, even if your general reputation is good. Understanding what an email blacklist is and how it works is crucial.

Internet access and device usage patterns also differ globally. In some regions, mobile internet might be predominant, meaning emails are primarily viewed on smartphones with smaller screens and potentially slower connections. This can affect how images are loaded, which, in turn, impacts the tracking of email opens, especially for pixel-based open tracking. If images are blocked or don't load quickly, the open isn't registered.

The deliverability of your emails can also be influenced by your sending IP's geographic location relative to the recipients. While this isn't usually a primary driver of low open rates on its own, some ISPs may factor in geo-location as part of their anti-spam algorithms. Additionally, different ISPs like

Gmail and

Microsofthave varying policies and filtering approaches that can lead to differences in open rates.

User behavior and market maturity

The overall maturity of the email marketing landscape and general user behavior within a country significantly impacts open rates. In some regions, email might be a less primary mode of communication compared to messaging apps or social media, leading to lower engagement. Conversely, in other markets, email might be highly valued for official or promotional content.

Perceptions of spam and privacy also play a crucial role. Users in some countries may be more accustomed to or tolerant of promotional emails, while others might be highly sensitive to unsolicited messages and quick to mark them as spam. A higher spam complaint rate in a specific region will negatively affect your email domain reputation for that market, leading to lower inbox placement and, consequently, reduced open rates. This is a key reason why your emails might be going to spam.

Region	Average Open Rate (Approx.)	Key Behavior Notes
North America	20-25%	Mature market, high competition, strong reliance on Gmail and Outlook.
Europe	20-30%	Varies significantly by country and language. Strong privacy regulations influence user behavior.
Latin America	15-20%	Often higher mobile usage. Email culture still developing in some areas.
Asia-Pacific	18-28%	Diverse region with varying internet penetration and digital habits. Rapid growth in mobile-first markets.

Global email open rates show significant variation by country, as detailed in reports like Statista's overview of email open rates worldwide. These benchmarks provide context, but remember that specific campaign performance will always depend on your audience, industry, and content. It's also important to consider external factors like major economic shifts, political events, or health crises, which can temporarily impact consumer behavior and responsiveness to marketing messages within a specific region.

Optimizing for global audiences

Given these complexities, optimizing for global audiences requires more than just good intentions. It demands a strategic approach that acknowledges and adapts to regional differences. Start by segmenting your audience not just by language, but by country or even sub-region where cultural or technical differences are known to exist. This allows for more targeted content and sending strategies.

Invest in proper localization services rather than relying solely on direct translation tools. Work with native speakers or local marketing teams who understand the nuances of the market. A/B test subject lines and content in each target language and country to identify what truly resonates. Pay close attention to optimal sending times, as these can vary significantly due to time zones and daily routines.

Finally, continuous monitoring and analysis are key. Track your open rates and other engagement metrics for each language and country segment independently. If you notice a sudden drop in open rates or consistently lower performance in specific regions, dig deeper. It might be a cultural issue, a technical deliverability challenge, or simply a shift in local user behavior. Understanding how to improve your domain reputation is also fundamental to improving deliverability overall.

Views from the trenches

Best practices

Always localize, don't just translate, your email content and subject lines.

Segment your email lists by country or region to allow for tailored campaigns.

A/B test subject lines and content variations within each localized segment.

Monitor regional email engagement benchmarks and adjust sending times accordingly.

Common pitfalls

Assuming uniform cultural responsiveness to content and imagery across all markets.

Overlooking local ISP filtering rules and potential regional blocklists (or blacklists).

Failing to account for different primary device usage (e.g., mobile-first markets) and its impact on open tracking.

Not considering major local or global events that might affect recipient receptiveness.

Expert tips

Engage native speakers for content creation and review to ensure authenticity.

Analyze data not just on opens, but also clicks and conversions for a holistic view of engagement.

Understand that what is considered 'low' for one market could be 'average' for another.

Keep an eye on regional internet infrastructure developments and mobile penetration rates.

Marketer view

Marketer from Email Geeks says they had similar thoughts that something might be getting lost in translation when they observed dips in open rates for different languages.

2020-03-19 - Email Geeks

Expert view

Expert from Email Geeks says that open rates, spam rates, and engagement rates can vary significantly from country to country.

2020-03-20 - Email Geeks

Conclusion

Email open rates are not universal; they are deeply intertwined with the cultural, technical, and behavioral landscapes of your target countries and languages. By moving beyond simple translation to true localization, understanding regional deliverability nuances, and adapting to local user habits, you can significantly improve your email engagement and ensure your messages truly connect with audiences worldwide. This holistic approach is key to achieving consistent and strong performance across all your global campaigns.