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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.

Published in: Marketing
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Going International: How to Localize your Email Campaigns

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  2. 2. The "Mr. Worldwide" Award Goes To. .. Jacques Corby—Tuech Ros Hodgekiss Curse Inc Campaign Monitor @iamacyborg @yarrcat #int| emai|
  3. 3. What You'll Get From This Talk 0 Understand: O The localization opportunity 0 Content and compliance challenges 0 Learn about: 0 The tools and techniques used 0 The key players that should be involved in localization 0 See: 0 Real-world examples of international email campaigns #int| emai|
  4. 4. More than 70% of the Worlds 2.3 billion Internet users are not native English speakers #int| emai|
  5. 5. 56.2% of consumers say the ability to obtain information in their own language is more important than price. #int| emai|
  6. 6. Mo’ Languages, Mo’ Problems #int| emai|
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  9. 9. Hard, but not impossible #int| emai|
  10. 10. -- -- I-230-c-‘I H E IEDMPHNIEQE E to E #int| emai|
  11. 11. Who Sends International Campaigns? One Central Organization Regional Organizations 0 Less local knowledge 0 Local teams 0 One agency/ ESP 0 Sometimes multiple agencies 0 Central management 0 Franchised businesses I IX W(‘l)ll1dl 2 Hour | IV(' Spt-(Ial Ivvnl $ ‘ Cultural Relatlons lladinq Volaullly Ill lhc V (um-nt Learn E| "lgl| Sl"l W" ‘l . l }. l UK Education Inn» IE: l{('l]ll(*l Now
  12. 12. Example: ETX Capital All handled from UK office Translated in—house & agencies All HTML managed in- I IX W(‘hInar 2 Hour I I‘/ (' Spa ldl IV(‘Ill lld(lIlI() Voldllllly III Inc 21 distinct websites 18 languages One ESP I Iumnq vuI. umy III In. » I Iulrmy «mm
  13. 13. Example: British Council 0 6 continents, 100 countries 0 Campaigns managed by local offices 0 Use one Campaign Monitor account atest Ctl L _. , , V.. I23 3 23 I I23 23 3 I23 23 3 I23 23
  14. 14. Example: British Council 00 BRITISH 00 COUNCIL Cultural Relations Learn English UK Education Cultural Relations Learn English UK Education ioc. I:Irq Inna up * -Ia young loamo
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  16. 16. What type of company are you? What resources do you have? #int| emai|
  17. 17. . tit’? l‘I"_lII| III_I_I_! _I_I #int| emai|
  18. 18. Agile Collaboration Tools will save your life. Atlassian mnezza S‘(IIRA GitHub #int| emai|
  19. 19. To do Drama Email : i»< = roI-is Eriail r FlDl"l) Email s : ‘iI: i~ o El‘lI}ll Working = i=z Promo Email Test Done 04 Bonus Car“palgr‘i ES
  20. 20. You Need More Time Time zone differences Production Translations Signoff
  21. 21. Engagement & Delivery: Different Conditions . ... ... ... ... ... ... Delivery rates - as well as opens and clicks - differ from region to region 0 China has very low daily delivery thresholds (Tencent, QQ) 0 May be necessary to "batch send" ~ III—I. -Iuii-nauvnpni-auuuunov-I -, our -numuvnumtuuunnv-Invimnu 2 'rcn-zvavuviufillwluuatun
  22. 22. Compliance: Different Laws in Different Regions Legislation, by region: US: The CAN—SPAM Act Canada: CASL Europe: Privacy and Electronic Communications Directive China: Regulations on Intemet Email Services Australia: The Spam Act Email 0pt—in is king. When in doubt, talk to your ESP #int| emai|
  23. 23. Compliance: Different Laws in Different Regions Not all promotions are created equal: 0 Sweepstakes in Massachusetts 0 Sweepstakes in Quebec 0 Gambling around the world (FCA, CYSEC, FSP) When in doubt, consult a legal professional #int| emai|
  24. 24. . tit’? l‘I"_lII| III_I_I_! _I_I #int| emai|
  25. 25. Quiz Taiwan: Traditional, or Simplified Chinese? SIMPLIFIED TPADITIONAL #int| emai|
  26. 26. Languages vs. Regions MM France FRFR Netherlands NLFR NLDE NLNL Germany DEDE Belgium BEEN BEFR BENL Switzerland CHFR CHDE #int| emai|
  27. 27. A Mu| ti—Regiona| Approach I-III I'D“ IuaIII; IrILI. III. I' ficwi‘ wurbrv-«I: mm IoIIIIoII. who vovuld be IIIIIIIIIIIII? Fotwmi In I Irina: 0 Links to Language Versions 0 gigani , O Q " A11-1n_Qn¢" PRODUCTION P ‘, _§§ f —I 2* l . . a -_ lEllVEllUE DANS AUGUST 6 -18:00 CEST / QTRE / /QN[)El GAMESCOM LIVE STREAM EVENT
  28. 28. A Multi—Regional Approach Geo-Targeting vs. Preference Centers | Language Segments, Dynamic Content I sinsmoeu [newusnar = ya) lull Iceman lctosadaiucouna Ilcustonieva
  29. 29. One Size Doesn't Fit All
  30. 30. Adobe Photoshop CS6 Feather: O px , ri —a‘ias Height Refine Edge >< UntitIed—1 @ 150% (RGB/8‘) 150 100 so 0 so 100 2 600 650 700 750 so OU DON OUU-‘ DO»-I Na *_ i’. CI. ‘x. T . D. Os ‘X In Oh/ Vb O03 OIIIUU OOW OIIIN $1 9’, -L-. oi l . E. W. - ll E
  31. 31. It's the Little Things. ... Cultural differences 0 Appropriate imagery 0 Body language and facial expressions 0 Hands, feet and eyes in Asian cultures 0 Tone: Swiss are punctual, Italians emotional #int| emai|
  32. 32. It's the Little Things. ... 0 Spelling & Grammar (British VS. American English) 0 Dates and times (including pesky daylight saving time) 0 Currencies #int| emai|
  33. 33. _H. _.l__ . L
  34. 34. JAN 2011, MOBILE PENETRATION BY REGION CENTRAL 8 NORTH WESTERN AMERICA EUROPE 0 CENTRAL [0 ASIA EAST ASIA CE NTRAL 89"/ o AMERICA MIDDLE EAST -I090/0 SOUTHEAST SOUTH ASIA @ ASIA AFRICA SOUTH AMERICA OCEANIA We Are Social - Sources: US Census Bureau, InternetWor| dStc: ts, CNNIC, Tencent. Fucebook, ITU, CIA wearesociahsg - @wecIresocialsg - 12
  35. 35. Direction & Character Encoding Right—to-left , Arabic Letter Symbol HTML 0 Hebrew a à &agrave; Line—breaks break things 5,‘ &#225 ; &aaCute; ° Thai :3 â &acirc; ° Chi““e("2’) 5» &#227~ &ati| de' Encoding 0 Greek 0 Russian
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  38. 38. o Many Preferences Language & Region ‘ a Language & Region preferences control the language you see in menus and dialogs, and the formats of dates, times, and currencies. Preferred languages: E. -.g| [1 Region: United Kingdom Eng P mary nquq-Ln“ First day of week: Monday Calendar: Gregorian 1”"-§Ii1ISEi? |3‘C Time format: N/ I 24—Hour Time List sort order: Universal Sunday, 5 January 2014 07:08:09 GMT 05/01/2014 07:08 1,234.56 £4,567.89 Keyboard Preferences. .. Advanced. ..
  39. 39. Travr: -t-r (Iv . uy. «: OLYMPIA
  40. 40. In Summary. .. Remember. . . 0 Companies 0 Process 0 Design 0 HTML & Code Don't think you'll be doing everything, all by yourself. 5% AIR MAX 95Efi§ I3)5I7'JI'9" I995iI—a3§71f—* 7.;7r; AIH MAX95l3 = '=iiL'éi$: {:. EI; w: U. ittfififll "~ IR MAX 95 u RAJcRD&7J= I1e E= L<, I’. ' L7. 7751258 L, r'. :. %L7T. 7$Eet‘-J20 ~77? ‘/ ‘LII’/ I1’: /'3‘/ E ""X [STUDIO 3&5-‘17.‘~§nT<. »-’. $.I§ll
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  42. 42. Merci ! Thank You! Jacques Corby-Tuech Ros Hodgekiss Curse Inc Campaign Monitor @iamacyborg @yarrcat #int| emai|

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