Email marketing is the best way to reach consumers and leads worldwide, outperforming social media across nearly all metrics for use, reach, conversions, and ROI. While great marketing strategies are supported by social efforts, email marketing both on national and international scales remains the leader. It is expected to continue to grow and give marketers the best return on investment for the foreseeable future.
However, to make the most of overseas markets, it is important to localize international email marketing content. Not only will doing so increase the chances of your messages being read, understood, and acted upon, but a study by the Localization Industry Standards Association also found that localizing content gives a $25 ROI for each $1 spent.
While the basics of using an email verifier will remain the same, localizing email campaigns is the best way to engage with your audience and increase sales. However, there are a few steps to follow that will make sure you get it right and create an unstoppable international email marketing campaign, no matter where your audience is from.
Access Local Knowledge
Working with native speakers will give you an advantage, as each language has subtle differences that native speakers naturally understand. They will be conscious of these when translating your content. It is also important to hire a translator who has some knowledge and experience in your industry.
To maintain a consistent tone throughout the campaign copy, it is advisable to use a single translator for the entire project in that location. This means the initial email, follow up emails, landing pages, and associated content should be translated by that same professional. Consider requesting sample translations before committing to a contract with anyone translator for your campaign.
Take Time to Understand Culture
Localizing isn’t just about changing words from the source language into the target language. It turns attention to other important factors such as tone, preferred terminology, behavioural traits, and much more.
Some countries prefer group terminology over individual phrasing (Russians, Indians, and Japanese people generally prefer ‘we’ instead of ‘I’). Others are concerned with facts backed by evidence and consistent, clear instructions, while others still will respond better to playful, relaxed email copy that dares to joke with them. All of these differences require an understanding of local culture to tailor email copy that connects with each audience.
Choose the Right Images
Along with words, images should be given careful consideration in terms of the local context before being included in your cross-border email campaigns. An inappropriate image can give recipients the wrong message, causing them to discard an email before reading the content, or worse, unsubscribe from your list.
Invites to regional events should include local images; pictures of people should be from the same culture to increase a customer’s affinity with your brand. The right images are as crucial to the success of your email campaign as the words you choose.
According to EmailMonday, eight out of ten email users access their accounts exclusively from mobile devices. However, this percentage drops dramatically to 55% for business emails. To ensure you reach your audience, it is important to understand how your target audience uses their devices and email accounts.
Typically, B2B emails are opened and acted upon from a desktop; email opens from desktops and webmail also slightly increase during the working week. Check your data for each location to understand how important mobile responsive email templates will be within your international email marketing campaign.
Consideration of the above steps, along with local data protection and anti-spam regulations, space requirements for text in different languages, and changes to time zones all need to be given. Doing so will ensure that your international email marketing campaign has the best chance of success.
The article is written by Email Marketing Specialist Camille Moore.