One great way to connect with your American customers, even without being there in person, is by using email.
Even with TikTok, influencers, and AI chatbots becoming more popular, email marketing is still a major player in the US. Why is that? It gives you a straightforward, personal way to reach your audience right in their inbox—something they still look at every day. Actually, research shows that email really stands out when it comes to ROI in marketing here in the US, bringing in about $36 for every $1 invested.
While there’s a massive opportunity out there, non-US founders definitely face some real challenges.
You’re putting together campaigns from a different country. You might not be totally familiar with the cultural nuances or marketing norms. It’s possible that you’re sending emails from a domain that’s hosted all the way on the other side of the globe. But still, you’re up against local brands that really get how Americans like to shop.
Guess what? There’s some good news! If you take the right approach, you can create email campaigns that really perform and connect with your audience in the US.
Why Email Marketing Still Works in the US
Email might seem like an old-school tool, but in the United States, it’s still king when it comes to direct digital marketing. People in the US are used to getting promotional emails and replying to them. It is something that is done every day. HubSpot says that more than 90% of people in the US check their email every day, and many of them do it more than once.
The return on investment (ROI) number is very clear: email marketing brings in $36 for every $1 spent. For many companies, especially those in the eCommerce, SaaS, and service-based sectors, that’s more important than paid ads, social media, or SEO.
Here’s why it works so well:
- It’s personal: Unlike ads, emails land in a customer’s personal space—their inbox.
- It’s permission-based: Your list is made up of people who chose to hear from you.
It’s scalable and cost-effective: Whether you’re sending 100 or 10,000 emails, the costs stay relatively low. - It’s measurable: Open rates, click-throughs, conversions—you can track it all and optimize quickly.
For non-US founders, this channel offers a rare level of control and reach. You don’t need a storefront, a team in New York, or a million-dollar ad budget. You just need the right list, the right message, and the right timing.
Challenges for Non-US Founders
Running a US-based email campaign from abroad comes with its own unique set of hurdles. These aren’t impossible to overcome—but being aware of them is key to creating campaigns that actually land (in both inboxes and impact).
1. Cultural Distance
What feels engaging or persuasive in your country might not land the same way with a US audience. US consumers are used to bold, benefit-driven messaging, casual tones, and direct calls to action. Overly formal emails, generic intros, or mistranslated idioms can create a disconnect—even if your product is great.
2. Legal Compliance
The US has strict regulations like the CAN-SPAM Act, which requires:
- Clear identification as an ad or promo
- A physical US address in the footer
- An easy-to-find unsubscribe link
Many international founders aren’t familiar with these rules and risk getting their emails flagged as spam—or worse, legally penalized.
3. Deliverability Issues
Sending from a non-US domain, an unfamiliar email service provider (ESP), or a cold email list can tank your deliverability. Advanced filters guard American inboxes. If your email is coming from a foreign IP, has no sending reputation, or contains “spammy” wording, it may never be seen.
4. Understanding What Works
What subject lines get clicks in the US? What time should you send it? How do Americans respond to discounts versus storytelling? These are things local marketers learn from experience, but as a non-US founder, you have to do extra research and testing to catch up.
Understanding the US Email Audience
If you want your emails to convert, you need to understand the people reading them. American consumers are exposed to hundreds of emails every week, so standing out takes more than a flashy subject line. It takes cultural fluency.
Here’s what you need to know:
Tone and Style Preferences
US audiences prefer emails that are
- Friendly but to the point – Casual, not stiff. Think: “Hey [First Name],” not “Dear Sir/Madam.”
- Benefit-first – Get to the value quickly. How does your product/service make their life easier, better, or cheaper?
- Skimmable – Use short paragraphs, bullet points, and bold CTAs. Walls of text don’t work.
What They Expect
- Personalization: First name, location, or interest-based segments go a long way.
- Relevance: Emails should solve a specific problem or offer something timely.
- Transparency: Americans are quick to unsubscribe if something feels misleading.
Crafting Emails That Convert
Now that you understand the mindset of the US audience, let’s talk about building emails that not only get opened, but drive action. Writing good copy is only half the game; the other half is strategy, structure, and psychology.
Start with a Winning Subject Line
Your subject line is your first (and sometimes only) impression. Here’s what works well in the US:
- Curiosity: “This might be the easiest switch you ever make.”
- Urgency: “Final hours: 30% off ends tonight”
- Personalization: “Emilija, ready to launch your brand in the US?”
Pro tip: Avoid ALL CAPS and too many exclamation marks—they scream spam.
Nail the Opening Line
Don’t waste the first line with “I hope this email finds you well.” US readers want relevance fast. Try:
- “Let’s make your first US sale faster than you think.”
- “Most founders overthink this one thing…”
Use Storytelling (With a Point)
Sharing a brief customer story or founder insight can work wonders. Americans love a good origin story—but only if it leads to value.
Clear, Bold CTA
End with a single call to action that tells them exactly what to do:
- “Get the checklist”
- “Book your free consult”
- “Claim your discount”
Avoid giving multiple choices—that leads to indecision.
Test Themes That Work
Split-test two versions of the same email to find out what resonates with your US audience:
- Story-driven vs. straight-to-offer
- Humorous vs. serious tone
- Buttons vs. text links
Building Your List in the US Market
Before you can run effective email campaigns, you need the right audience. The good news? You don’t need a huge list—just an engaged one. Quality always beats quantity when it comes to US email marketing.
Here’s how to grow your list the smart way:
Offer a Lead Magnet
American audiences expect something in return for their email address. Give them a valuable freebie:
- A startup checklist for launching in the US
- A downloadable PDF guide (“5 Mistakes Non-US Founders Make When Marketing to Americans”)
- A discount code or exclusive early access to your product
Keep it specific, helpful, and easy to consume.
Optimize Your Website for Signups
Make sure your US-facing website has:
- Embedded signup forms in key places: homepage, footer, blog posts
- Pop-ups or banners triggered by time on page or exit intent
- Clear copy that highlights the benefit of joining your list
Example:
“Get US growth tips straight to your inbox. No fluff, just what works.”
Partner with US-Based Creators
Collaborate with US-based influencers, creators, or niche newsletters that already serve your ideal customer. Co-branded giveaways or shoutouts can drive qualified email subscribers your way.
Use Social Proof
Social validation is a habit for Americans. Add:
- Testimonials: “Join 1,000+ founders growing in the US.”
- Case studies or logos of brands you’ve worked with
- Real subscriber feedback if you’ve already been sending valuable content
Legal Compliance & Deliverability Tips
Building an email list is only half the battle. To succeed in the US market, your emails need to actually land in the inbox—and stay on the right side of the law.
Understand CAN-SPAM Rules
The CAN-SPAM Act governs all commercial email in the US. Non-compliance can result in serious penalties—even if you’re operating from outside the US.
Here are the key requirements:
- Include a physical US address in every email (you can use a virtual business address service)
- Provide a clear unsubscribe link in the footer
- Be transparent—no deceptive subject lines or sender info
- Honor opt-out requests promptly (within 10 days)
Tip: Most modern email platforms (like Mailchimp, ConvertKit, or Brevo) handle much of this for you—but always double-check your settings.
Improve Deliverability
Getting your emails seen is just as important as writing good content. Here’s how to improve your chances:
- Warm up your domain if it’s new (send gradually increasing volumes)
- Use a US-based sending domain if possible (e.g., [email protected])
- Authenticate your domain with SPF, DKIM, and DMARC settings
- Avoid spam trigger words like “FREE!!!” or “LIMITED TIME” in all caps
- Don’t buy email lists—it’s not just bad form, it can destroy your sender reputation
Monitor Performance
Use your platform’s analytics to track:
- Open rates (aim for 20%+)
- Click-through rates (aim for 2–5%)
- Unsubscribes and spam complaints
Conclusion
Email marketing is not only alive in the US; it’s really doing well. As a founder outside the US, I find it’s one of the best and most affordable ways to reach American customers on a large scale.
Absolutely, there are a few hurdles to navigate: compliance issues, understanding cultural nuances, and getting the technical setup just right. But none of this should hold you back. If you have the right tools, a clear message, and really understand your US audience, your emails can turn into a solid growth engine for your business.
So don’t be afraid to hit “Send.” Your next loyal US customer might just be one email away.
