Luckily, you don’t have to craft emails for each localized campaign from scratch. With dynamic email content, you can use templates and automatically replace pieces of content according to the rules you set in your email marketing automation tool. Just make sure the template you choose can be adequately tweaked to fit the target language.
Also, remember that your email localization localization efforts should extend to all the assets you use in your international campaigns — from landing pages to websites to mobile apps — unless you want to lose potential customers right after they click on your CTA.
Consider time zones and national calendars
Now that you’ve properly translated and localized your email content, your international campaigns might seem good to go. However, there are a few more details to take care of before you hit “Send”.
Most importantly, consider the time zones to make sure subscribers abroad receive emails at the most convenient times. While failing to optimize send times does not lead to such serious problems as missing the mark with content localization, it can still cause some unpleasant issues. Deploying campaigns at the same time in New York and in Melbourne, for example, can mean your Australian subscribers will get their emails in the middle of the night, which isn’t the most popular time to read marketing emails. As a result, open rates will drop.
Again, you can leverage email marketing software to determine the best time to send your campaigns. Some professional email services offer send time optimization features that do it automatically based on your subscribers’ activity. But until there is any activity to analyze, you’ll have to think about the time differences yourself.
Also, don’t forget special occasions since holiday email campaigns can be very effective. But keep it in mind that national calendars differ across regions. There are unique national holidays in each country, and some holidays are celebrated on different dates in different countries. For example, it wouldn’t do to send a Memorial Day campaign to your European customers because they don’t have such a holiday there. Likewise, a Father’s Day email in June will be timely and relevant in the UK but not in New Zealand where the holiday takes place in September.
Test, analyze, and optimize
Last but not least, remember that marketing is always a work in progress. You cannot simply launch a multilingual email campaign once and wait for a bright future in international sales. What you can do, however, is to use trial and error to find what works best, keep tabs on your performance metrics, and constantly improve your campaigns to get the most out of them.
To that end, professional software features such as A/B testing and email analytics will come in handy. By testing different variations of your emails, you can determine the version with the best potential without sending the campaign out to the entire customer segment, and improve possible outcomes. This is especially important when you are just starting out in a new market because you yet have to get to know your audience there.
Using email analytics, you can track crucial metrics such as open rates, click-through rates, number of unsubscribes, and more. This data will help you pinpoint weak spots and areas for improvement. For example, if open rates are good but CTRs are not as impressive, you might have a strong subject line but need to work more on the content of your email.
And of course, it is essential to take action whenever you feel your multilingual email campaign has veered off course. Be it low CTRs, high unsubscribe rates, or poor feedback from customers, you need to tackle the problems as soon as possible to win your new customers’ trust and loyalty. Also, be sure to track metrics for your other marketing channels as well because email marketing, however important, is just one link in the chain.