Newsletter subscribers always respond better to companies that adapt their services to their needs. Including language and culture. So, increasing globalization and migration force us to start thinking about automatic translation and overall international adaptation of newsletters. See how to localize email marketing and see if it pays off for you.
Does it make sense to get involved?
The facts are clear. A survey by Common Sense Advisory found the following:
72.4% of respondents are more likely to purchase a product with information in their native language.
For 56.2% of consumers, the ability to obtain information in their language is more important than price.
The question remains, what percentage of your database armenia phone number data consists of foreign customers ? Considering the aforementioned increasing migration, it is likely that there would definitely be some there.
The next question is: How to find out? The answer is the same as in the case of finding out the date of birth – for new contacts, add a field to the login form asking about the preferred language , and for existing ones, try to find out additionally. But always follow the rules that we mentioned in the article about anniversary campaigns .
Once you have data on your foreign-language subscribers, evaluate whether localizing your email marketing is worth it . If you decide YES, do it as effectively as possible.
Speak the same language
Translating into the subscriber’s language is one of the most instagram reels: everything you need to know important aspects of email localization. Some email marketing tools have a feature that allows you to provide subscribers with a translated version of your campaign – for example, Mailchimp .
Automatic translations as a simple option
One option in Mailchimp is to use merge tags to generate Google Translate links for each supported language, so recipients can view the campaign in their language with a single click.
The procedure is as follows:
1. In the Content section, select Edit design.
Automatic translations
2. Click on the text block.
3. Paste *|TRANSLATE:XX|* into the edit pane for the selected block of text.
4. Replace XX with the language code of your original content. So *|TRANSLATE:cs|* tells Google Translate that the content will be translated from Czech.
5. Save and close.
This automatic translation has its pitfalls . Will the tone or joke remain intact? Will the call to action after translation go beyond the defined button? You also know that Google Translate (or any other) never works 100% correctly. To minimize errors, whether in word order or punctuation, we recommend using simple language and short sentences .
Professional translations and segmentation are more efficient
The second option is a bit more laborious and involves singapore data knowing the preferred language of each subscriber (see above). You can translate (or have it translated) the texts for each language you want to provide, and use segmentation to send different content to different language groups .
Using a professional translator is a more expensive but more effective option . Translators understand the grammar and rules of the language and can avoid any misunderstandings. They can edit the email to ensure that the idioms, context, and tone are preserved in the translation . A great example of localized communication is an email from Slack that combines politeness, empathy, and playfulness . Since English is part of everyday German vocabulary, the German version of Slack also includes English phrases.