Multilingual email marketing: Challenges and benefits

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This post explains the essential considerations for email marketers crafting multilingual email campaigns, from the benefits of getting it right to what challenges await them.

Benefits of using multilingual email campaigns
Before discussing the challenges that email marketers face, consider the benefits of multilingual email marketing.

Did you know that 56.2% of consumers prioritize content in their language over lower prices, with 40% refusing to purchase in a non-native language? These statistics highlight the importance of engaging customers in their language.

Here’s what you’ll gain with multilingual email marketing campaigns:

Growth in the number of customers or users in different countries.
Trust from customers upon seeing your emails in their native language.
The ability to stand out from the competition by delivering a more personalized approach to potential customers.
More reasons for your sales email campaigns thanks to new cultures and audience habits.
Higher open rates and product sales.
The essentials of localizing emails
Email localization concerns the translation of emails into different languages and the observance of traditions, holidays, and the cultural context of the country where the recipient is located.

Simply translating emails is insufficient. Even if all your customers speak English, a single approach to a specific email message won’t be appropriate for audiences in the USA, Canada, Australia, and the UK. For instance, Canadians and those in the UK expect Christmas emails to feature snowy scenes, but such imagery would be irrelevant for Australians experiencing summer during that time.

However, it’s critical to know more about the recipient’s country dubai email list than the weather patterns. For example, one in five Americans doesn’t speak English at home, and six countries, such as Belgium and Switzerland, have at least two official languages.

Therefore, to properly localize email campaigns, it’s essential to be aware of the following:

1. Language nuances

Accurate translations are paramount. Collaborating with experienced translators or agencies familiar with industry-specific language nuances is essential. Consider the terms and expressions used in each particular region. Machine translation tools can also be a starting point, but human postediting is crucial.

2. Cultural differences

Email content must resonate with the cultural values and customs of each region. For example, the dates of some holidays may differ. The beloved Mother’s Day is celebrated by Americans in May, while residents of Great Britain celebrate it in March. Holiday traditions are also different in these countries. Even email communication styles may differ, with some regions preferring formal to informal tones.