Category: Email Marketing
One of the success factors of international email marketing is the sending language: it is not enough to translate, it is necessary to adapt them to the subscriber's country. Choosing our newsletters' languages is a strategic decision that affects other channels and contents, so it should be put in context to get it right.
If the user, client or potential customer is at the center of our actions, we must approach him in a language he can understand. The first thing we should do is to geographically identify the market in which we move: to which countries do you offer services or sell your products? What languages are spoken in them? Are there any majorities?
The larger the market, the longer the list. Even if only the local, you can find different languages like in Spain. The more they are, the more necessary it is to decide which is more profitable. If it is done in a professional way, it is necessary to take into account that adapting the sendings to each place has a cost not only of translation (the automatic usually gives poor results), also it implies more time when layout the contents (with dynamic fields is much easier).
At this point it is worth remembering if at the time of launching the business similar questions were commented: in how many languages it was decided to publish the web page? Was the potential audience of each market, country and language assessed? Maybe it was discarded because there was not enough public and now the situation has changed.
One way to foresee which might have more acceptance and, therefore, it would be more profitable to translate, is to review the current statistics of your web page and your newsletter you already have sent. In both cases you can see the countries where the visits come from and, in the case of the web, in addition, the languages of the browsers that the visitors use. This totally objective data can be used to evaluate the effort that the translation would entail.
English is often the wildcard language, especially in some European countries where it is commonly used as a second language. Having an English version of your newsletter ensures you reach a larger audience, but you also have to think of local to stand out from the rest. For example, if you do not want to translate all the content, you can make a campaign in English but include some local wink like the translation of a small article, an appointment or the frame of an image or banner.
There is no doubt that the best way to answer the question about this post is about is that it is the subscribers themselves who do it. You can add a field in the registration form to choose the language in which they prefer to receive your communications. If you have doubts, you can do a brief survey before to test the terrain and know who would change the language.
What is certain is that, once you offer the option to the user to choose language, you should start sending your newsletter in as many languages as subscribers you have, even if only one. This is why you can start by offering a wildcard language and take the opportunity to ask which other would like to read you. That way you start step by step and you add languages as you have enough volume to make your investment worthwhile.
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