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Email communication is crucial for cross-border e-commerce, but it's important to use proper formatting and techniques to avoid confusion or clutter. This includes using consistent fonts, avoiding all caps in the body of the email, leaving a line of space between the email and signature, and customizing emails based on customer information. Attachments should be used sparingly and placed on the right side of the email, while sending frequency should be moderate to avoid being perceived as spammy. Personalization through segmentation and tailored content can help increase the likelihood of successful transactions and foster long-term customer loyalty.