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.

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Going International
How to Localize your Email Campaigns

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The "Mr. Worldwide" Award Goes To...
Jacques Corby-Tuech
Curse Inc
@iamacyborg
Ros Hodgekiss
Campaign Monitor
@yarrcat

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● 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

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More than 70% of the world’s 2.3 billion
Internet users are not native English
speakers

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56.2% of consumers say the ability to
obtain information in their own language
is more important than price.

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Mo' Languages, Mo' Problems

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Hard, but not impossible

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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

15. Example: British Council

16. Example: Birchbox

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What type of company are you?
What resources do you have?

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… will save your life.
Agile Collaboration Tools

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… will save your life.
Agile Collaboration Tools

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● 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

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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

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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

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Quiz
Taiwan: Traditional, or Simplified Chinese?

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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

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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....

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● Spelling & Grammar (British vs. American English)
● Dates and times (including pesky daylight saving time)
● Currencies
It's the Little Things....

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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

38. Right-to-Left
style="text-align:right; direction:rtl;"
<html dir="rtl">

39. So Many Preferences

40. So Many Preferences

41. Remember…
● Companies
● Process
● Design
● HTML & Code
Don't think you'll be doing
everything, all by yourself.
In Summary...

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Merci ! Thank You!
Jacques Corby-Tuech
Curse Inc
@iamacyborg
Ros Hodgekiss
Campaign Monitor
@yarrcat