Euromail vs. Amerimail.

Lessons for the U.S. from abroad.
March 25 2005 7:17 AM

Euromail

What Germans can teach us about e-mail.

(Continued from Page 1)

Susanne Khawand, a German high-tech executive, has been on the receiving end of American brain dumps, and she says it's not pretty. "I feel like saying, 'Why don't you just call me instead of writing five e-mails back and forth,' " she says. Americans are so overwhelmed by their bulging inboxes that "you can't rely on getting an answer. You don't even know if they read it." In Germany, she says, it might take a few days, or even weeks, for an answer, but one always arrives.

Maybe that's because, on average, Europeans receive fewer e-mails and spend less time tending their inboxes. An international survey of business owners in 24 countries (conducted by the accounting firm Grant Thornton) found that people in Greece and Russia spend the least amount of time dealing with e-mail every day: 48 minutes on average. Americans, by comparison, spend two hours per day, among the highest in the world. (Only Filipinos spend more time on e-mail, 2.1 hours.) The survey also found that European executives are skeptical of e-mail's ability to boost their bottom line.

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It's not clear why European and American e-mail styles have evolved separately, but I suspect the reasons lie within deep cultural differences. Americans tend to be impulsive and crave instant gratification. So we send e-mails rapid-fire, and get antsy if we don't receive a reply quickly. Europeans tend to be more methodical and plodding. They send (and reply to) e-mails only after great deliberation.

For all their Continental fastidiousness, Europeans can be remarkably lax about e-mail security, says Bill Young, an executive vice president with the Strickland Group. Europeans are more likely to include trade secrets and business strategies in e-mails, he says, much to the frustration of their American colleagues. This is probably because identity theft—and other types of hacking—are much less of a problem in Europe than in the United States. Privacy laws are much stricter in Europe.

So, which is better: Euromail or Amerimail? Personally, I'm a convert—or a defector, if you prefer—to the former. I realize it's not popular these days to suggest we have anything to learn from Europeans, but I'm fed up with an inbox cluttered with rambling, barely cogent missives from friends and colleagues. If the alternative is a few stiffly written, politely worded bits of Euromail, then I say … bring it on.

Thanks to Pierre Khawand for research assistance. 

Eric Weiner is author of the forthcoming book The Geography of Bliss, to be published in 2008.

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