The same can happen with preheaders, in which anything longer than about 22 characters won’t fit entirely in the email preview pane or inbox.Īs a result, you may want to consider using different subject lines and preheaders for campaigns sent in different languages. Internationalization increases the difficulty still, with literal translations from English to Italian, for example, requiring far more characters to express the very same concept. Fifty characters or less is the best practice for the sake of displaying without truncation in most email clients, which is quite a low number for English. Getting the subject line the right length is a basic necessity in email marketing. This will be discussed in further detail in the “Managing the localization process” section of this guide. If you know that your email list will reach an international audience but aren’t yet in a position to target subscribers by language, you can also display all your language versions in a single campaign. If not, you can survey your customers-even by simply using a subscriber preference center-to ensure you have accurate data before you send. If you have already segmented your email subscriber list by language, or have separate lists, well done. With that in mind, take a look at some of the other considerations that come with the territory. With partnerships across 90 developing markets, they are masters at tailoring their messaging and visual style to feature local languages, people, clothing, events, and themes, all while pitching the same product. “Will they get it?” should be a common question as you begin your planning and collaboration with language specialists.įor an example of a company that understands cultural differences well, examine Coca-Cola’s regional marketing. Along with the wording or content, the tone and theme of your campaign will likely need slight adjustments from one region to the next. One of the biggest challenges that come with sending campaigns across multiple languages and cultures is having an understanding of your audience and adjusting your content accordingly. The translation of each email campaign is unique in its own way, but there are similar challenges, techniques, and considerations to keep in mind.īefore you start sending spreadsheets to a friend or translator, take note. If you value making your product or service available to people who communicate in Dutch, Swedish, Urdu, or Mandarin, for example, then making your marketing campaigns-amongst other resources -available in these languages should be a priority. However, while the statistics above may be incentive enough to launch a marketing campaign across multiple languages, it is worth considering other motivations too.įocusing on internationalization is not dissimilar from designing your campaigns for accessibility. With retail case studies showing a distinct uptick in conversions and a study by the Localization Industry Standards Association (LISA) reporting that $25 were returned for every $1 invested in localization, the benefits of sending campaigns in your subscribers’ language are very clear. Drawing from experiences designing and sending email campaigns adapted for English, French, Italian, Spanish, Chinese speakers (and more), we’ll be exploring both the benefits and challenges of sending localized email marketing campaigns, as well as tried-and-tested approaches to ensuring their success.Įmail localization & language translationĪs an email marketer, the first thing on your mind is likely ROI. There are both human and technical solutions for helping you send error-free campaigns. When it comes down to making their way through the purchasing funnel, 55% of customers prefer to make their purchasing decision if the product or service description is in their native language. While English is still considered one of the most popular languages online, as of December 2017, this only represented about 25% of worldwide internet users, meaning that another 75% of worldwide internet users don’t speak native English. ![]() This is due to the fact that only about 25% of companies keep in mind the regional preferences of their customers during the marketing process, which means that they’re likely focusing on simply pumping out information, without giving much thought to where the information is going. ![]() Since email marketing is still an ideal venue for companies to reach their consumers, why is it that only 19.36% of retail emails are opened?
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