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Running An International Email Program


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Running An International Email Program

  1. 1. RUNNING AN INTERNATIONAL EMAIL marketing PROGRAM<br />Tamara Gielen<br />October 1, 2009<br />
  2. 2. Agenda<br />How do you organize yourself?<br />Dealing with multiple languages & cultures<br />Segmentation & testing considerations<br />Other considerations<br />
  3. 3. How do you organize yourself?<br />
  4. 4. Some things to consider…<br />Which are the main countries and languages that you want to focus on?<br />Do you have staff in those countries? <br />Do they have the right skills?<br />Do they have the resources?<br />
  5. 5. What can you manage centrally?<br />Best practice sharing<br />Internal newsletter, wiki, shared network folders<br />Image & content repositories<br />Templates<br />Operations<br />Infrastructure & vendor management<br />
  6. 6. More things to consider…<br />Do you have the data that you need to localize? <br />Localize your newsletter sign-up forms!<br />Do you have the right infrastructure in place?<br />Invest time in introducing robust processes<br />
  7. 7. Growing your database<br />Make sure your infrastructure can deal with special characters!<br />Use all your current touch points <br />If you pay for traffic to your website, make sure you at least capture an email address! <br />Other ways to build your email list?<br />Advertising in or dedicated emails to 3rd party lists<br />Co-registration on trade pubs<br /> Get them to sign up to your newsletter!!<br />
  8. 8. Dealing with multiple languages & cultures<br />
  9. 9. The power of localization<br />Translation is not enough, your content needs to be localized<br />Content, images, forms, currencies…<br />German Germanvs Austrian & Swiss German<br />Add key local content, events, holidays etc. <br />Does your template work for other languages?<br />Watch out with coupons and sweepstakes<br />
  10. 10. Some things to consider<br />Segmentation & Testing<br />
  11. 11. Some things to consider…<br />The more your emails are segmented, the better the response and the higher the response. However… the cost of doing this in multiple languages could be prohibitive.<br />Be careful extrapolating test results from one country to another – what works in one country doesn’t always work in another country.<br />Focus on automated/triggered emails – you create them once and you update them once/twice per year<br />
  12. 12. Other things to consider<br />When do you launch your campaigns?<br />Probably not during siesta time in Spain ;-)<br />You don’t have to care about opt-in/opt-out legislation in different countries…<br />… if you have permission!<br />
  13. 13. Email:<br />Phone: +32 477 666 930<br />Website:<br />Blog:<br />Twitter: @tamaragielen<br />Linkedin: www.linkedin/in/tamaragielen<br />Thank You!<br />
  14. 14. About Tamara Gielen<br />Independent email &digital direct marketing expert<br />10 years of experience in online & direct marketing, 8+ years in email marketing<br />Cognos, eBay, Ogilvy…<br />Blogger <br /><br />Community Manager<br /><br />Consulting<br />I advice companies on how to optimize their email marketing strategy to drive better results.<br />Coaching<br />I guide and coach marketers when they are rolling out or optimizing their email marketing program.<br />Training<br />I teach (private) courses and facilitate workshops & brainstorm sessions on email marketing & social media.<br />Who am I?<br />What do I do?<br />