Are you making a digital marketing strategy? Are you working out which media to choose from thousands of channels you can choose to reach your audience? If yes, you must have shortlisted, and email marketing is bound to be on your list. The email marketing campaign’s success depends on successful audience segmentation and targeting.
According to a study, around 306 billion-plus emails are sent daily across the globe. Since businesses are now targeting global audiences, it is essential to segment the audience. As email campaigns are going global, localizing email campaigns has become more vital.
Why is Email Localization Important for Marketers?
Email localization means optimizing the email campaign per the target region and audience. Marketers must have a clear idea of the audience, preferences, and demographics to design an email campaign successfully. This email localization allows email marketing to be more impactful.
Consider an example of a company operating in an athleisure apparel division targeting women aged 18-30. The email marketing campaign’s success will depend on how well email localization is done and optimized for the target demographic.
In America or Europe, the women in athletics aim for more comfortable performance-boosting clothing. They usually love skin-fit sportswear with contemporary and trendy cuts. The company can inspire design, while marketers can aim to customize email campaigns with athletic women showcasing the company’s modern apparel.
Let’s think for a moment that the brand aims to launch operations in the Middle East or conservative culture. Will the same email campaign work for a middle east audience? There is close to little chance, and the company might perhaps fall into legal trouble in the company. So, it will be better to leverage email localization fundamentals and optimize the campaign per the target audience.
You will need to focus on the critical factors while localizing an email campaign.
- Time zone Differences
- Language and Translation
Why is Email Segmentation Important?
Since 2017, the number of emails sent and received internationally has grown yearly because the internet is becoming more accessible. While around 306.4 billion emails were sent and received daily in 2020, this amount is anticipated to rise to over 376.4 billion daily messages by 2025.
It indicates that the receiver is diversifying ever so quickly, and it is essential to segment them into categories as per multiple factors; culture and language are the foremost.
Let us give you some tips that work wonders regarding email marketing localization and optimization.
Know Your Audience
The first step, the basic knot that keeps the whole marketing campaign ties to success, is the market research of the customer. It not only helps in customer segmentation but also helps in sizing the potential market. The ideation phase of the campaign design should ideally start after market research. You can easily manage the target segmentation with data that can direct your creativity and strategy design.
Effect of Cultural Differences on Communication
People behave differently in different parts of the world. For example, Germans and British are rather serious nations and tend to communicate more formally. At the same time, Americans and Aussies tend to be more chill and casual and love to use slang. You can optimize the content tone according to the targeted country and their daily communication styles.
A successful email campaign can lure in more customers and generate more sales. But more and more customers are now reluctant to share their information with companies. Especially in this digital age, data has become more significant than currency. So, developing trust with customers is vital in garnering more customers.
A privacy report from Symantec highlights that around 60% of Europeans feel unsafe while sharing data. This can drastically affect the success rate of email campaigns. So, it is essential to promise security to your customers and fulfil that promise.
Chose Colours Wisely, Very Wisely!
Colours play an essential role in marketing and impact a lot of purchase decisions both at a conscious and subconscious level. Choosing the right colour in your branding and content is essential and ensures its cultural and religious appropriation.
Because individuals interpret colours differently worldwide, you need to localize the branding colors based on the targeted country. Red, for example, denotes love in the United States, masculinity in France, pessimism in Germany, and propitiousness in China.
Language and Translation
What is the most significant communication barrier when visiting a foreign country? If your answer is language, you are right about the money.
20% of the global population can understand English, but English has different variants and standards. So, the first piece of advice any veteran international marketer gives you is to utilize a local translator. You will need to use the local language in email and other marketing campaigns during the international campaign.
Local translators have an extensive understanding of colloquial phrases and grammar, which helps to keep your translated communications from sounding “odd.” This in-depth understanding is especially crucial when addressing regions like China, where slight variations across Local dialects can cause non-native translators to become confused.
Keep the Tone Right
Adapt your message tone as per the locals, and the topmost priority should be to keep the essence of your brand’s message the same across all the regions. You can add calls to action as per the audience. Localizing calls to action in email campaigns play a significant role in connecting with people and getting them to take action.
If your emails include images, illustrations, or other visual components, they should be localized for a foreign consumer. People from diverse cultural backgrounds respond to different photos, so before you press the Send button, be sure your material fits the receivers’ expectations.