Most international companies today use English as their working language. Employees send emails to colleagues, clients or distributors all over the world. Yet these emails contain lots of potential for serious miscommunication.
For example, when a Dutch person receives an American email ending with ASAP (As Soon As Possible), he or she will usually take this literally, meaning: “I’ll get to it once I have the time for it” or “You’re next on my to-do list’. However, in the United States ASAP usually means: ‘Right now! Drop everything else!’ Can you imagine the confusion if the Dutch don’t reply at all or by simply saying “I’ll get back to you later?”
In international email communication your message needs to be coded and decoded to the local receiver in order to receive an appropriate response. In our workshops we distinguish 5 key aspects that need to be handled with care:
Personal Introduction or To-The-Point
Many rational cultures are content-driven. This means getting the message across in a clear, simple and efficient manner. It’s all about information and time management in a country like Denmark. ‘Please find the list of required items attached. Please confirm stock and delivery by next Friday latest.’ And quite often the word ‘please’ is left behind….
In relational cultures a more personal approach is called for. The same message to an Italian contact could read as follows: “Dear Mr. Fontanelli (or Guiseppe if you already know him), I hope you and your family are doing all right. Could I ask for your personal attention to address the following important matter. Our client has ordered extra supplies with us. I would like to ask your support in providing the specified items in the attached list. Please let me know if you are able to deliver these by next Wednesday latest. As always, I very much appreciate our good cooperation”. You may have noticed a different deadline and this is done on purpose. In these cultures it is also good practice to follow up by phone to make the message more personal and to check upon any questions.
Formal or Informal
In countries with stronger hierarchies or power distance, you need to pay attention to the appropriate address and use of language. In Germany the address confirms the position and stature of the receiver (Sehr Geehrter Herr Director..), whereas in the US an email starts with a simple ‘Dear Mr. Smith’ or just ‘John’ when you already know him.
Direct or Indirect
Even between English-speaking countries one can see clear distinctions on this scale. In Australia it is appreciated to communicate in a straightforward and open manner, whereas in the UK a lot of expressions are used that indicate the opposite or tend to reveal the true message e.g. one needs to read between the lines.
Tone of Voice
In many relational cultures such as Italy of France it is important to express yourself in more personal and emotional terms e.g. ’Your rich expertise in this field will be very valuable to our team and I very much look forward to an inspiring exchange of views”. In contrast to Scandinavian countries where a mere ‘We appreciate your contribution to our team as an expert in..’ would suffice.
Short or Long sentences
Other relational cultures, such as the Russian or Arabic languages use rich poetic expressions and long sentences. Form and respect are more important than the actual message (which can vary anyway). In contrast, Chinese mails can be quite short. Partly for the same reasons; people don’t share their information freely. But it also reflects their limited use of English. In this case, your messages need to be short and clear as well.
These aspects can help you determine how to write an effective email to foreign receivers. Good email practice requires your time and attention at first but saves a lot of time and frustration in the long run. And what’s more: GEP keeps everybody happy!