Email localization is not just about translation
Posted: Thu Apr 17, 2025 8:43 am
Keep your emails error-free Thanks to our checklist of what to check before sending an email, there will be no shortage of things in your messages. Review them consistently with the free checklist.
DOWNLOAD THE FREE CHECKLIST If you want to participate in globalization and take your brand to foreign markets, you will need to take a broader view of email localization. It is not just about the right language, but also about understanding the culture, traditions, shopping habits and related nuances. For example, Germans prefer a formal tone of communication. Your emails in German should definitely start with Frau/Herr.
Also pay attention to the customized design of newsletters
You may not believe it, but according to the study The Influence of Color on Marketing, up to 90% of quick purchase decisions are based on color alone. But each nation perceives the same color differently . For example, the color red:
In the US it means love.
In France, it expresses masculinity.
In Germany it is perceived as negative.
In China, it is considered auspicious.
It’s not entirely clear-cut with images either . For example, a photo sweden email list of friends relaxing with a beer might be offensive to a subscriber from a country where alcohol is banned for religious reasons. If you really want to delve into email localization, choose neutral images and avoid photos that might trigger a negative response in some people.
When is the best time to send localized campaigns?
When sending out, consider the holidays that the country celebrates. Some holidays are the same in many countries, but the days they are celebrated differ. For example, Mother's Day.
As for time of day , according to GetResponse benchmarking tests, to get higher open rates, your newsletters should land in your subscriber's inbox on a weekday morning. But be careful, depending on the recipient's time zone .
If you decide to adapt your email marketing to a foreign audience, you already know the basics. And if you have any other ideas on the topic, share them in the comments.
DOWNLOAD THE FREE CHECKLIST If you want to participate in globalization and take your brand to foreign markets, you will need to take a broader view of email localization. It is not just about the right language, but also about understanding the culture, traditions, shopping habits and related nuances. For example, Germans prefer a formal tone of communication. Your emails in German should definitely start with Frau/Herr.
Also pay attention to the customized design of newsletters
You may not believe it, but according to the study The Influence of Color on Marketing, up to 90% of quick purchase decisions are based on color alone. But each nation perceives the same color differently . For example, the color red:
In the US it means love.
In France, it expresses masculinity.
In Germany it is perceived as negative.
In China, it is considered auspicious.
It’s not entirely clear-cut with images either . For example, a photo sweden email list of friends relaxing with a beer might be offensive to a subscriber from a country where alcohol is banned for religious reasons. If you really want to delve into email localization, choose neutral images and avoid photos that might trigger a negative response in some people.
When is the best time to send localized campaigns?
When sending out, consider the holidays that the country celebrates. Some holidays are the same in many countries, but the days they are celebrated differ. For example, Mother's Day.
As for time of day , according to GetResponse benchmarking tests, to get higher open rates, your newsletters should land in your subscriber's inbox on a weekday morning. But be careful, depending on the recipient's time zone .
If you decide to adapt your email marketing to a foreign audience, you already know the basics. And if you have any other ideas on the topic, share them in the comments.