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#intlemail
Going International
How to Localize your Email Campaigns
#intlemail
The "Mr. Worldwide" Award Goes To...
Jacques Corby-Tuech
Curse Inc
@iamacyborg
Ros Hodgekiss
Campaign Monitor
@yarrcat
#intlemail
● 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
#intlemail
More than 70% of the world’s 2.3 billion
Internet users are not native English
speakers
#intlemail
56.2% of consumers say the ability to
obtain information in their own language
is more important than price.
#intlemail
Mo' Languages, Mo' Problems
#intlemail
Hard, but not impossible
#intlemail
Regional Organizations
● Local teams
● Sometimes multiple agencies
● Franchised businesses
One Central Organization
● Less local knowledge
● One agency/ESP
● Central management
Who Sends International Campaigns?
Example: ETX Capital
● All handled from UK office
● Translated in-house &
agencies
● All HTML managed in-
house
● 21 distinct websites
● 18 languages
● One ESP
● 6 continents, 100 countries
● Campaigns managed by
local offices
● Use one Campaign Monitor
account
Example: British Council
Example: British Council
Example: Birchbox
#intlemail
What type of company are you?
What resources do you have?
#intlemail
#intlemail
… will save your life.
Agile Collaboration Tools
#intlemail
… will save your life.
Agile Collaboration Tools
#intlemail
● Time zone differences
● Production
● Translations
● Signoff
You Need More Time
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
#intlemail
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
#intlemail
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
#intlemail
#intlemail
Quiz
Taiwan: Traditional, or Simplified Chinese?
#intlemail
Languages vs. Regions
Language EN FR DE NL
France FRFR
Netherlands NLFR NLDE NLNL
Germany DEDE
Belgium BEEN BEFR BENL
Switzerland CHFR CHDE
A Multi-Regional Approach
● Links to Language
Versions
● "All-in-One"
Blizzard example
Global Eyes example
Geo-Targeting vs. Preference Centers | Language Segments, Dynamic Content
A Multi-Regional Approach
Campaign Monitor dynamic
header
One Size Doesn't Fit All
Click here
Cliquez ici
点击这里
klikněte zde
klicken Sie hier bitte
คลิกที่นี่
こちらをクリック
#intlemail
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....
#intlemail
● Spelling & Grammar (British vs. American English)
● Dates and times (including pesky daylight saving time)
● Currencies
It's the Little Things....
#intlemail
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
Character Encoding
Encoding - depends on your ESP
Right-to-Left
style="text-align:right; direction:rtl;"
<html dir="rtl">
So Many Preferences
So Many Preferences
Remember…
● Companies
● Process
● Design
● HTML & Code
Don't think you'll be doing
everything, all by yourself.
In Summary...
#intlemail
Merci ! Thank You!
Jacques Corby-Tuech
Curse Inc
@iamacyborg
Ros Hodgekiss
Campaign Monitor
@yarrcat

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Going International: How to Localize your Email Campaigns