October 16, 2020 How Marketers Handle Multilingual Email Campaigns

Here are some guidelines on how to avoid mistakes and make campaigns attractive to your target audience.

Among various types of internet marketing, email marketing stands out as one of the most effective ones, especially in times of crisis and low consumer activity. Internet marketers tend to shift their attention towards email marketing due to ever-increasing competition and pricey promoting other channels require.

The main task of email campaigns is converting website visitors who left their contact information into customers, as well as to motivate actual customers to make repeated purchases.

Putting it simply, email marketing is often geared towards driving repeat sales. As a rule, your mailing list includes those who have either registered on your website or already bought something. In any case, you have retained their contact on a consensual basis and, by sending them your newsletter, you can remind them about your business, enthuse about your services, let them know about upcoming or ongoing promotions and discounts.

Reaching Out

If you are not taking advantage of email marketing yet, you might want to tackle it as soon as possible. According to Statista, in 2020 there are almost 4 billion email users in the world, which is over half of the world population. Therefore, sending email campaigns is a sure way to reach your audience.

In order to broaden your scope email campaigns should always be multilingual. Your potential customers most likely speak different languages, which means that they should be addressed in ways that are convenient for them. It is known that internet users prefer consuming content in their native language, which makes multilingual email campaigns an ultimate tool that you can use to your advantage.

It is established that multilingual email marketing is a go-to strategy, but few marketers know how to handle multilingual email campaigns for them to be successful. If you don’t want to share their fate see here to learn more about multilingual email marketing. Below you can find some guidelines on how to avoid mistakes and make email campaigns attract your target audience.

Creating to Captivate

People receive dozens of emails daily and your main job as a marketer is ensuring that your newsletter is noticed. The visually and contextually enticing newsletter will determine the success of your marketing campaign. For a multilingual newsletter, make sure to include images that are both beautiful and culturally appropriate. A good idea is sending dynamic content, such as AMP emails, which will not only catch the recipient’s attention but allow them to interact with your newsletter, making it memorable and exciting. It goes without saying that multilingual newsletter information should be available in the target language.

Localization

Your email campaign should be easily digestible by the foreign recipients. It also shouldn’t cause any negative emotions, imply your indifference, negligence, or disrespect of any kind. In order to achieve that smart marketer should ensure content localization.

Localization includes:

– Text translation.

The best known and most important aspect of localization is translation. Remember that all content should be translated – subject and body of your newsletter, text on images, banners, buttons, audio, and video elements, etc. Such complex translations are usually done by professional document translation services, as they require extensive knowledge of local languages, dialects, idioms, and so on. High-quality translation will help your multilingual campaign will be able to achieve its goal – successfully deliver your message.

– Content review.

Make sure that the content of your newsletter is culturally appropriate and appealing to the target audience, as what works in your country is not necessarily going to works for your target market.

– Design adaptation.

Conduct research and learn what style and design sit well with your target audience and update your newsletter accordingly.

– Color scheme revision.

Colors and color combinations that are well perceived in one country can be unpopular or even considered inappropriate in another.

– Data, currency, UOM optimization.

If your email campaign includes any dates, prices, product dimensions, etc. you may want to update them so they would be easy to understand for your email recipient.

Getting Personal

Your email will draw more attention if it will be personalized. You can include the recipient’s name into the subject of your newsletter, as well as use mailing list segmentation to ensure that you are sending out content that will be interesting and relevant to your recipient. Make sure that your personalized content is in the recipient’s native language, otherwise, it will not have the desired effect. With some help from an interpreter vs translator you can create audio or textual content with a personal feel to send out, for example, on the recipient’s birthday, which will make your audience perceive you as a friend. By the way, you don’t need to track dates manually – it all can be automated.

Automation

In order to save both time and money, your email campaigns should always be automated. Special tools allow scheduling your email campaigns, monitoring their delivery, tracking statistics, performing A/B testing, as well as personalization and mailing list segmentation, all of which are crucial ways to determine how well your multilingual marketing campaign is working. There are many several ways to automate email delivery, such as using MailChimp, GetResponse, or other email marketing tools.

Keeping Them in the Loop

Your email campaigns will be successful if your audience will get recurrently reminded of your company. Send follow-up emails from time to time with seasonal offers, personal discounts, monthly updates, etc.

Smart marketers tackle their multilingual email campaigns gradually: doing their research, planning their moves, and figuring ways for the campaign to stand out from countless others. Once you set a well-designed, localized, and targeted multilingual email campaign into motion, recognition of your labors will be swift and sure!

Due to his background in translation, localization, and marketing, Mark Blackwood enjoys both learning and teaching, which drives his freelance career as both researcher and writer. He feels strongly about languages, cultures, diversity and the power of information. His articles are very informative as they are based on his personal experiences, research and findings.

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