Most brands go global. They are aimed at a global audience to sell their services and products. This also applies to their email campaigns with 280 million emails sent worldwide every day.
To do this, they have to connect locally with their international users. This includes understanding their culture, language, traditions, buying habits and the associated nuances.
The reason for this is that only 25.2% of all Internet users speak English. According to Statista, 19.3% of the users are Chinese, 7.9% Spanish and 5.2% Arab. Imagine the potential audience you are missing by not localizing your brand!
A survey by Common Sense Advisory found that 72.4% of those surveyed were more likely to buy a product with information in their mother tongue.
point out that companies that want to act globally must concentrate on building
Local trust in every new market they enter.
As users respond to companies that tailor their services to their needs, localization is a means of building a strong connection to the market.
Table of Contents
What is a localized email marketing campaign?
Email localization adapts your email marketing (emails about your service or product) to the needs of international users, including their language and culture.
Before localizing your email, make sure you follow all of the best practices for email marketing!
connection with a multicultural
The consumer base is vital for some of the largest in the world
In the United States alone, multicultural consumers are the fastest growing segment with over 220 million. According to a Nielsen report, an additional 2.3 million are added every year. This includes Hispanics, African Americans and Asian Americans, who make up 38% of the total population of the United States
Hispanics contribute $ 1.5 trillion of their total purchasing power of $ 14.8 trillion, and $ 2.4 trillion is the combined purchasing power of African Americans, Native Americans and Americans from Asia according to Newswise.
Your email communication needs
Emphasize authenticity, local images and a real sense of community
Consumers with a diverse cultural background.
When sending emails to an international audience, nuances such as everyday communication, device usage, trust, seasonal sales, diversity and even color perception should be taken into account.
Let's take the example of
McDonald & # 39; s localization strategy in India.
You have no beef or pork on your menu because this meat has a religious feel. The company serves burgers with locally sourced ingredients and burgers that are spicier than usual to appeal to the taste buds of Indian consumers. They also localized the pricing model to ensure that it fits into the budget-friendly restaurant market segment.
Based on our experience in localizing email, we have found that the way people do business, address or write to each other, varies widely by region and country.
Cultural differences that affect the behavior of online shoppers:
1. Everyday communication
Germans prefer a formal tone of communication compared to Americans who are content with a relaxed approach. Your communication in German should begin to address the reader as Ms / Ms, which is the English equivalent of Ms / Ms, while greetings for American readers can be casual.
2. The ability to trust data security
Users' feelings about sharing their sensitive and personal information when buying online differs from country to country.
According to Symantec's State of Privacy Report, a total of 57% of Europeans feel uncomfortable with the security of their data. Of them, the Spaniards were the most concerned about their data at 78%, while the British respondents were the least concerned at 49%.
Do your customers feel safe about sharing their email addresses and other personal information with you? You may have to go the extra mile to reassure some customers, try your solution, or click the buy button.
3. Seasonal events
When sending emails for specific occasions, consider the seasons and holidays of the countries you are targeting.
For example, Christmas and Hanukkah fall around the same time, but Christmas is celebrated by Christians while Hanukkah is celebrated by Jews. American card writing etiquette suggests that sending a Christmas card is advisable instead of specifying a religious holiday that the recipient may or may not celebrate.
The days on which holidays are celebrated can be different for each country. Father's Day is celebrated on the third Sunday in June in India and the United States, on the first Sunday in September in Australia.
4. Color perception
90% of quick decisions to buy a product are based exclusively on color, researchers found in a study entitled "The Influence of Color on Marketing". Choosing the right color for your branding requires cultural and religious sensitivity. If done correctly, it will have a positive impact on your conversions and sales.
Because people around the world perceive colors differently, you would have to localize the brand colors based on the target country. For example, red means love in the US, masculinity in France, negativity in Germany, and promise of happiness in China.
5. Use of equipment
What devices are popular in the geographic locations you are targeting? According to Macworld, Android holds 71% of the market share in Europe and the iPhone 27.95%. In North America, both Android and iPhone have the same market share.
When you contact South Africa, you should focus on mobile marketing, as most South Africans prefer to access their email on their mobile devices. Research on email clients or web-based applications used by your subscribers.
According to Litmus Email Analytics, 27% of subscribers use Gmail, another 10% Outlook and 9% Apple Mail. 30% of subscribers use Gmail on a computer, while 26% of subscribers use an iPhone to access their email. This is important for the error-free rendering of your emails on all devices and operating systems.
6. Cultural differences
Cultural differences can affect or affect your marketing campaigns.
VisualDNA surveyed 20,000 equally divided consumers in the United States and the United Kingdom, and found that British lenders are three times more cautious about spending their money and less likely to buy on credit than Americans, as published on MarketingWeek.
Customers who speak the same language can also come from different cultures. The English dialects spoken in the USA, Great Britain and Canada differ. In Canada, what Americans call "college" means, for example, "university".
What should be localized in an email?
Multilingualism is not enough for a company that is looking for global reach. In India, for example, 9 out of 10 Internet users use local languages between 2016 and 2021, according to a joint report by KPMG and Google. Why miss a large market for local internet users? Mother tongue support is a critical factor in launching a global product.
Focus on locally optimizing the following elements in an international email marketing campaign:
1st subject line
The Common Sense Advisory survey found a direct link between language content and the buyer's likelihood of buying. More than half of the 2,430 respondents indicated that they are willing to pay more if you are willing to give them information in their mother tongue.
Localize your subject line when speaking to the consumer in their language. While the ideal subject line length is 50 characters or less in English, it can contain more than 70 characters in French and German. Make sure that your subject line is short and is not eaten up on the display.
This concept can also be applied to preheaders where you should stick to 22 characters. Contact a localization specialist or an experienced translator to get the right results. You will be able to suggest the correct subject line for your target group while keeping it short.
Considering the design of the email, you should optimize your email copy and CTA for your subscribers around the world. Even if you use a simple three-word prompt, it can cause problems with the fixed-width elements or can result in multiple lines when translated. Make sure that the CTA contains words that are generally accepted by the target audience and that fit aesthetically into the email.
3. LTR and RTL script design
Languages in the Middle East such as Arabic, Hebrew and Urdu are written from right to left, in contrast to English and European languages from left to right.
When targeting subscribers from the Middle East (where Internet penetration in the local population is 67.2%), you can either mirror the design as seen on Facebook or redesign the main tabs.
4. Local email regulations
Comply with regional laws for electronic messaging, but also with the anti-spam and authorization guidelines of email marketing services.
One of the basic rules is to ask subscribers permission to send them an email, give them the option to unsubscribe, and include their contact details in the email.
In addition, some regulations require adding a prefix to the subject line and meeting the sign-out request within a few days.
Some of the laws are:
Adding an image of your team relaxing over a beer in an email can be considered normal in some parts of the world, but offensive in countries where alcohol is prohibited for religious reasons be felt.
When designing localized email, opt for neutral images and avoid photos that can cause a negative response in some countries.
6. Prioritize the time zones
Most people check their emails in the morning and on weekdays. According to GetResponse's email marketing benchmarks, there is little difference between Monday through Friday opening rates, but weekends are certainly not a good option for sending emails.
7. Humanize your brand
The goal of localization is to build trust in customers in the language they understand, in the cultural context they are familiar with. Does your voice speak to users in a human way? Will sound, wit and humor be preserved when translated into multiple languages?
Slack's localized communication is
an excellent example of maintaining their core values of courtesy, empathy,
Playfulness and craftsmanship in several languages intact.
Because English is included in
Slack's German version also contains English phrases.
8. E-mail signature
Depending on which country you send the email to, the words used to unsubscribe from the email are as important as the content.
For example, an email signature with "Greetings" is considered normal in the United States, while the British prefer "Kind regards" or "Warm greetings".
Ending the email with a verbal equivalent of a hug is normal in Brazil, but can seem uncomfortable to cultures that follow more formal etiquette.
In Nigeria, closing email is more important than opening it, with unsubscribing, including actual prayers. Before choosing an email unsubscribe, learn about the culture of the audience and don't let subscribers get confused by your choice of words.
Translator between man and machine
Translation is one of the most important aspects of email localization. Do the market research properly so that you have a clear idea of your target audience and their language preferences. For example, you need to create emails in English and French when sending emails to subscribers in Canada.
You can translate your email using either an online translation tool or a professional translator.
Let's look at the pros and cons of each.
Online translation tools can be quick and easy. They are also often free of charge. But there must be errors in grammar, structure and context. There is no quality control as you cannot report these errors. If you use a less popular language pair, such as Thai to Basque, it is more likely that it will not be as accurate as the English to German translation.
Professional translators on the other hand, take longer to process and using their services can be expensive if you write a lot. But they understand the grammar, culture, rules of the language and the habits of the people who speak that language. Native translators can transcreative the email by ensuring that the purpose, idioms, context and tone remain in the translation, but with a creative twist.
With local translators, you can be sure that social norms, consumer behavior and cultural aspects are taken into account to prevent misunderstandings. You can't do that with a machine translator.
Alternatively, you can hire a localization agency to work with local translators to localize your email campaigns. The agency then manages it from start to finish, from finding the right translator to proofreading to delivering the final email copy.
Localize to hypnotize
A localized customer experience can increase sales, customer loyalty and loyalty.
Pay attention to regional, cultural and commercial preferences and target an international customer base. The ultimate goal of localizing an email marketing campaign is to gain people's trust so they can get in touch with your brand, make a purchase, and become loyal fans of your business.
What was your experience with localizing campaigns? Let us know in the comments!