In the U.S., building an email list is considered a cornerstone of digital marketing. Every marketer preaches it: “Own your audience. Collect emails. Send newsletters.” But outside of the American context, the dominance of email is far less clear — and in many countries, WhatsApp, Telegram, and other messaging platforms rule instead.
The U.S. Email Culture
Email has been ingrained into American business culture for decades.Professionals rely on it for work communication, subscriptions, newsletters, and marketing.
Even casual consumers are accustomed to checking inboxes regularly.This has created an ecosystem where collecting emails and building long-term mailing lists is effective — both for B2B and B2C businesses.
Why Email Isn’t Universal
In many developing or middle-income countries, email usage is sporadic:
People primarily access the internet on mobile devices, often without native email habits.
Free email services exist, but inboxes are rarely checked daily.
Payment, messaging, and community interactions happen elsewhere — through apps that are faster and more integrated with daily life.
Messaging Apps Dominate
WhatsApp: Widely used across Latin America, Africa, and parts of Asia. Groups serve as de facto communities for updates, news, and commerce.
Telegram: Popular in regions where WhatsApp is restricted or less trusted; supports large broadcast channels and groups.
Other local apps: Line (Japan, Thailand), WeChat (China), Signal (privacy-focused users globally).
For businesses, these platforms provide direct access to audiences who may never open an email. Broadcast lists, group announcements, and even one-on-one messaging often have higher engagement than traditional newsletters.
The Marketing Implication
Marketers who replicate American email strategies in these markets often underperform. Instead:Build your audience where they already spend time.Use messaging apps for broadcasts, updates, and community building.Treat groups and channels as your “owned audience,” similar to an email list in the U.S.
Email lists are powerful — but mostly in countries with entrenched email habits, like the U.S. and parts of Europe. In much of the world, messaging apps have leapfrogged email, serving as the primary way people communicate, share, and consume content. Smart marketers recognize this and focus on channels that fit local behavior, rather than blindly copying U.S.-centric strategies.