Going International: How to Localize Your Email Campaigns
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Are you missing the opportunity to go global? When more than 70% of the world’s 2.3 billion Internet users are not native English speakers—and 85% of Internet users don't make purchasing decisions unless they can access information in their native language, relying on English for all your messaging may be holding you back. We’ll provide practical tips and real‑world examples to help you solve design challenges, address code considerations, and learn the techniques for sending localized campaigns. Big thanks to Ros Hodgekiss and Elliot Ross!
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Going International: How to Localize Your Email Campaigns
- 1. #intlemail Going International How to Localize your Email Campaigns
- 2. #intlemail The "Mr. Worldwide" Award Goes To... Jacques Corby-Tuech Curse Inc @iamacyborg Ros Hodgekiss Campaign Monitor @yarrcat
- 3. #intlemail Understand: The localization opportunity Content and compliance challenges Learn about: The tools and techniques used The key players that should be involved in localization See: Real-world examples of international email campaigns What You'll Get From This Talk
- 4. #intlemail More than 70% of the world’s 2.3 billion Internet users are not native English speakers
- 5. #intlemail 56.2% of consumers say the ability to obtain information in their own language is more important than price.
- 6. #intlemail Mo' Languages, Mo' Problems
- 10. #intlemail Hard, but not impossible
- 11. #intlemail
- 12. Regional Organizations Local teams Sometimes multiple agencies Franchised businesses One Central Organization Less local knowledge One agency/ESP Central management Who Sends International Campaigns?
- 13. Example: ETX Capital All handled from UK office Translated in-house & agencies All HTML managed in-house 21 distinct websites 18 languages One ESP
- 14. 6 continents, 100 countries Campaigns managed by local offices Use one Campaign Monitor account Example: British Council
- 17. #intlemail What type of company are you? What resources do you have?
- 18. #intlemail
- 19. #intlemail … will save your life. Agile Collaboration Tools
- 20. #intlemail … will save your life. Agile Collaboration Tools
- 21. #intlemail Time zone differences Production Translations Signoff You Need More Time
- 22. Delivery rates - as well as opens and clicks - differ from region to region China has very low daily delivery thresholds (Tencent, QQ) May be necessary to "batch send" Engagement & Delivery: Different Conditions
- 23. #intlemail Legislation, by region: US: The CAN-SPAM Act Canada: CASL Europe: Privacy and Electronic Communications Directive China: Regulations on Internet Email Services Australia: The Spam Act Email opt-in is king. When in doubt, talk to your ESP Compliance: Different Laws in Different Regions
- 24. #intlemail Not all promotions are created equal: Sweepstakes in Massachusetts Sweepstakes in Quebec Gambling around the world (FCA, CYSEC, FSP) When in doubt, consult a legal professional Compliance: Different Laws in Different Regions
- 25. #intlemail
- 26. #intlemail Quiz Taiwan: Traditional, or Simplified Chinese?
- 27. #intlemail Languages vs. Regions Language EN FR DE NL France FRFR Netherlands NLFR NLDE NLNL Germany DEDE Belgium BEEN BEFR BENL Switzerland CHFR CHDE
- 28. A Multi-Regional Approach Links to Language Versions "All-in-One" Blizzard example Global Eyes example
- 29. Geo-Targeting vs. Preference Centers | Language Segments, Dynamic Content A Multi-Regional Approach Campaign Monitor dynamic header
- 30. One Size Doesn't Fit All
- 31. Click here Cliquez ici 点击这里 klikněte zde klicken Sie hier bitte คลิกที่นี่ こちらをクリック
- 32. #intlemail Cultural differences Appropriate imagery Body language and facial expressions Hands, feet and eyes in Asian cultures Tone: Swiss are punctual, Italians emotional It's the Little Things....
- 33. #intlemail Spelling & Grammar (British vs. American English) Dates and times (including pesky daylight saving time) Currencies It's the Little Things....
- 34. #intlemail
- 36. Direction & Character Encoding Right-to-left Arabic Hebrew Line-breaks break things Thai Chinese (x2!) Encoding Greek Russian Letter Symbol HTML à à à á á á â â â ã ã ã
- 37. Character Encoding Encoding - depends on your ESP
- 41. Remember… Companies Process Design HTML & Code Don't think you'll be doing everything, all by yourself. In Summary...
- 43. #intlemail Merci ! Thank You! Jacques Corby-Tuech Curse Inc @iamacyborg Ros Hodgekiss Campaign Monitor @yarrcat
Notes de l'éditeur
- Ros
- Ros > Jacques > hashtag > Show of hands who sends intl campaigns
- Ros
- Ros https://www.campaignmonitor.com/resources/guides/localize-email-campaigns/
- Ros http://www.oneskyapp.com/blog/14-compelling-statistics-about-the-importance-of-localization/
- Ros
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- Jacques > Ros
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- Ros Challenge: Multiple languages in a region Intl campaign examples British Council (Asian language campaigns): https://campmon.com/hex/Customer/2/46206 Korea: http://createsend.com/t/y-93E6CBA2F09D79AA Taiwan: http://createsend.com/t/y-59C0893A3901CF39 Persian: http://createsend.com/t/i-59DC570C1B6A9729 Russian: http://createsend.com/t/i-55487DEA1C939FB4 Eat Creative - Japanese & English http://createsend.com/t/y-56AFF65F7DA6D45E/C67FD2F38AC4859C Ferrari Japan: http://createsend.com/t/j-3CD2526CBEA4F225 David Austin Roses Japan: http://createsend.com/t/t-2118A7D6978BB481 Nike Japan, Japanese v English: http://createsend.com/t/t-9FFCB990B266940A http://createsend.com/t/t-8FA90F5A0B8FB945 Intercontinental Tel-Aviv: http://createsend.com/t/j-6B6D86E4FC6EA9FB Saudi Embassy Egypt (Arabic): http://createsend.com/t/i-D806894EA46B65EF https://basecamp.com/1928257/projects/8237222/todos/157774754?moved=true
- Ros Centralized email sending, but local contacts, content and offers
- Ros
- Jacques
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- Ros See: http://www.emailmarketingtipps.de/2012/07/16/new-email-benchmark-data-for-your-records/ http://www.onlyinfluencers.com/email-marketing-blog/entry/how-to-begin-marketing-in-china The major ISPs in China (Tencent, sina.com, QQ) have very low daily delivery thresholds. You may not notice this if you have a small audience in China, but if you have a substantial list in China, you will see a lot of bouncing. Return Path Sender Score Certification can help (Return Path is very knowledgeable about the email market in China in general as well), but you may want to utilize an ESP inside of China. They will tend to have stronger, more direct and personal relationships with the ISPs which will help.
- Ros
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- Ros Traditional! Character for "dragon"
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- Jacques > Line breaks Sometimes responsive/fluid widths don't work Can't style copy for "good looks" like you would in English Common to use images to maintain integrity/lack of line breaks
- Ros & Jacques In the most conservative Asian countries it is prohibited to show open eyes in the advertisement. Thus advertising agencies have to be very imaginative when showing people. The most popular solutions of the problem are: – Pixelization – Wear glasses – Close eyes with pleasure Read more at http://designyoutrust.com/2011/04/advertising-in-arabic-way/#pbkh0liyX5c2xS2f.99 http://qz.com/482553/italians-are-emotional-the-swiss-are-punctual-this-shopping-site-is-making-billions-by-tailoring-its-services-to-european-stereotypes/
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- Jacques http://www.textfixer.com/html/html-character-encoding.php
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- Ros Things can look familiar, but at second glance, are not. Don't assume we're all the same. Which country is this? https://medium.com/@mwichary/what-i-learned-about-languages-just-by-looking-at-a-turkish-typewriter-fc840aab1b0a
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- Ros You can aspire to be as visually consistent, or complimentary like Coke - Ros