Localization and Multilingual Email Marketing

iStock_000075919685_MediumNew research by Gartner reveals that digital marketing is leading the way in 2016. According to Gartner, marketers are planning to increase their investment in digital commerce. A key component of any global digital marketing strategy is localization. Developing multilingual digital marketing campaigns to meet local needs is one area that is growing in localization as marketing becomes closer to the localization teams.

Email marketing is one way many global brands maintain contact, increase subscriber rates and grow engagement with customers and prospects. Culturally adapting email content is crucial to success and meeting click-through targets.

With the rise of social media, email marketing was considered “uncool.” However, this is now changing as one of the top activities on smart phones today is email. With the growth of responsive email design and personalization, email marketing is becoming the driving force behind content and boosting conversion rates. Email topped Facebook as the most effective organic distribution channel according to Marketing Charts’ B2B Digital Marketing Insights Report.

Personalized Conversations

According to “Can’t Read, Won’t Buy” report from Common Sense Advisory, 75% of customers prefer to purchase products in their own language. If a competitor has translated some collateral and you haven’t, you’re already at a disadvantage.

A study by Digital Turbine, who market the mobile marketing platform Appia, looked at the benefits of localizing mobile ads to serve different markets across the globe. The Appia platform ran controlled tests that were both localized and in English across three markets. The ads were distributed across Appia’s network at the same time, and traffic was served evenly, based on real-time visits to a mobile app or website.

86% of the localized campaigns outperformed the English campaigns in both click-through rates and conversions. The average click-through rate for the English campaign was 2.35%, with a conversion rate of 7.47%. Meanwhile, local ads had a click-through rate of 3.34%, with a conversion rate of 9.08%. These results demonstrate the importance of localization.

SoLoMo (social-local-mobile) has become an increasingly common acronym with marketers. When you’re planning an international campaign you should be social+local(ized)+mobile. Native language use can significantly improve click-through and conversion rates.

Localization is a powerful marketing tool as it provides meaningful information, relevant to a customer’s location and can act as a key differentiator. When a visitor is presented with content that is localized to their native language and is relevant, the content automatically gains trust, increasing the likelihood of a click-through.

A key tool in any global marketing department is the marketing automation platform. Marketing automation platforms are a necessity for any B2B or B2C company and facilitate global sales and marketing campaigns. Marketing automation use will continue to grow through 2016, as it allows marketers to create and distribute personalized messages to their audience based on their behaviour. Localization teams can work with in-house marketing automation systems to ensure content can flow in multiple languages and is integrated with other technology.

Welocalize’s multilingual digital marketing agency, Adapt Worldwide, combines digital media and multilingual marketing expertise to manage international campaigns. Working closely with CMOs, digital specialists and marketing departments, all components of a global digital marketing campaign can be localized and implemented on multiple digital channels, increasing global engagement at a local level and scoring high click-through rates.

Lauren

Lauren.southers@welocalize.com

Lauren Southers is responsible for marketing automation and global sales support at Welocalize.

For more information on Adapt Worldwide, click here.