By Kevin George
With around 280 million emails being sent every day across the world, it is quite clear that emails are a global phenomenon. Moreover, with the number of email users worldwide expected to reach a whopping 4.3 billion by the year 2022, using email the right way on a global level can give any business a chance to boost their sales and grow their business.
However, the fact that the open rate of retail emails is a mere 19.36%, gives an idea about how businesses are failing to leverage email marketing globally despite having a huge database of global customers.
What’s the reason behind it? The answer is simple – the marketers are not working towards giving their customers a localized email experience. With around 70% of internet users not speaking English, it becomes imperative to target them through their native language. In fact, 75% of customers already prefer buying products only when the information is given in their native language. Considering these statistics, it is very obvious that marketers should mold their email marketing strategies in a way which caters to the language, culture and customs of the global audience.
This is where email localization campaigns can come in handy. From language translation to streamlining cultural and time zone differences, it does it all. In fact, with every $1 invested on email localization, the ROI is a huge $25. So, if you wish to leave your mark in the international market and have an edge over competitors, focusing on email localization is the key. Here’s how you can do it.
1. Overcome the language and cultural barrier
The first and foremost step towards engaging your global audience is overcoming the language barrier that comes in between. Though Google translator might seem an easy option for translation, it can’t be a solution all the time. Instead, opting for multilingual copies of your email for your campaign can work wonders for you. You can do that by hiring a team of local writers based on the varied geographical locations that you are serving. Consider the following things when localizing your email copy through language translation.
Prioritizing your language and tone is a critical aspect of creating a localized email copy. For example, western culture is all about being direct in conversations while clearly communicating and considering the difference in opinion. On the contrary, the same is not the case with African culture where clear expression of opinion and disagreement with an elder is considered an act of disrespect. Therefore, marketers need to consider the cultural and language differences. Take a look at Sephora’s Newsletter in American version and Italian version. See how aptly it has overcome the language and cultural barrier. While the American version has been kept casual, the Italian version has a detailed information in it. In short, both the emails are doing the same work, i.e. welcoming a new subscriber but with a different language and tone.
● Opt for clear and precise subject …read more
Read more here:: B2CMarketingInsider