How Email Localization Drives ROI
Localization can transform your email marketing campaign, improve ROI, and help you provide more helpful information to customers interested in connecting with your brand. When you spread to an international market, your marketing efforts must consider all your customers' needs, including those from very different areas than your home location. Email localization helps ensure that your content is relevant and current to all users, regardless of where they live.
Understanding Email Localization
Email localization is transforming emails so they are targeted to a specific geographic audience rather than providing generic information for all your customers in the same format simultaneously. Several key elements go into the email localization process.
Translation
Of course, translation is one of the first things you think of when you consider email localization. You want to present content to your audience in their native language. Often, translation makes it easier for readers to absorb your presented content. It’s preferable even if they understand the language in which you usually create your content. Furthermore, buyers may be more likely to purchase goods and services when presented to them in their native language.
Translation is not just about transferring words from one language to another. It also involves ensuring that you have localized the content. You want to use the correct language, but you also want to use relevant references to the population you're trying to target.
Images
Images can make a huge difference in how your email content is perceived. You need to localize images for the users in that specific geographic area when you include them. For example, models that reflect that distinctive local culture can create a more profound sense of connection.
Colors
As you localize your email content, you should examine the colors used in your content carefully. Colors have different meanings and associations in different cultures. So you want to ensure the ones you choose set the right tone for your emails.
Email Localization and ROI
Localizing your emails takes time and, in many cases, money. You may need to develop new images and pay translators. You could work with localization experts who can help create the voice you want to create in multiple languages and for different demographics. However, it can prove well worth the return on your investment. 90% of shoppers, for example, will use their native language to shop if it's available on the website they're browsing. 60% of consumers worldwide "rarely or never" buy from English-only websites.
As a result, email localization can lead to a substantial overall return on your investment. You can see an ROI of up to $25 for every dollar spent on your localization efforts.
The Importance of Personalization
80% of consumers are more likely to do business with a company that offers a personalized experience. A vital part of personalization is providing content tailored to the user's geographic location, focusing on their unique culture, expectations, and needs. Personalizing your content may yield an ROI of 5-8x your initial investment.
Personalization can also increase open rates significantly. When you personalize your email content, open rates increase by as much as 26%.
Segmenting Your Email Content
As part of your localization efforts, you can more effectively segment your marketing content based on specific geographic areas. Segmented email campaigns can increase the ROI of your email investment by as much as 760%. Customers are more likely to:
Connect with your brand
Feel a high degree of trust in your business
Choose to trust you when they have needs in your industry when you present them with content that is specifically designed for their needs
How to Localize Your Emails to Maximize ROI
If you intend to improve the ROI of your email marketing localization, make sure you're following these key steps.
1. Segment Your Emails Effectively
Start by segmenting your emails by the right target audiences to understand better what content you may need to create. For example, if you're creating content for consumers across several countries, you want to ensure you're creating content that fits their needs. Use your segments to help determine what languages and customers you need to market for.
2. Consider the Buyer Journey for Each Segment
When you create email content, you're trying to guide customers through the sales funnel. Early in the funnel, you aim to create awareness of your specific products and services. As customers move further through the funnel, you want to connect more deeply with your brand. Provide them with more information about precisely what you have to offer. Walk through the buyer journey for each segment, and carefully consider how buyers from different cultures might go through that journey differently and how you can shape email content to fit their needs.
Remember that buyers quickly grow frustrated when they receive content not geared toward their needs and interests. That can alienate them or make them distrust your brand. You need to shape your content so that it speaks to the needs of each segment of your target market.
3. Create Unique Templates for Different Buyers
When you create your email content, ensure you don't just make a single template geared toward one language and then translate it for the others. Each template should take your different target markets into account. To start, have a localization expert translate your original email, not only the language you've used but also the images, colors, and information you have included. By focusing on the unique needs of buyers across different markets, you can design emails that more effectively speak to their needs. As a result of your efforts, the emails become more likely to bring them in as buyers.
Remember, whether you're creating fresh localized content or reaching out to your entire market, valuable content is vital to reaching your buyers and delivering the results they're hoping for.
4. Test Your Content
Any time you change your content for a new market, test its effectiveness. A localization expert can help you better understand how to speak to cultural norms. However, you may discover that the needs of your target market are different. Test your emails to see which ones tend to get the best response. Analyze performance metrics to determine how to segment that content best to fit your customers' needs. As you improve your understanding of your customers, you can better shape future emails and marketing content to fit those needs.
Localize Your Emails to Better Drive ROI
Email marketing is a potent tool with a high return on investment. However, if you want to maximize your ROI, it's important to localize your content. This process becomes even more vital as you spread out to a broader global audience.Contact us today to learn more about how we can help localize your emails, marketing materials, website, and more so that you can better meet the needs of each geographic segment of your target market.