-mail marketing in Britain involves understanding the cultural differences and characteristics throughout Europe, according to e-Dialog executives.

John Rizzi, CEO of e-Dialog, and Simone Barrat, managing director at e-Dialog UK, told DMNews in an interview in the London office that relationships with Internet service providers throughout Europe is much more complicated than in the US.

“It is quite hard to find out who the top ISPs in Russia are, so we have to work with our customers to find out who they are trying to target and what ISPs they are using,” Ms. Barrat said.

To deal with deliverability in all of the varying ISPs, Ms. Barrat said that it is best to test e-mails across the different providers.

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