Email has always been a crucial touchpoint among individuals for global communication. It serves as a linchpin in professional communication, making it essential for your business to navigate through. But somehow, email is often overlooked when it comes to your company’s localization efforts.
Email localization is as beneficial for your business as any other forms of localization. If you have translated your app or website but neglected to localize your email communications, you are missing out on a huge opportunity to connect with your international audience.
This blog will delve into the significance of email localization, offering insights into key components and benefits of email localization.
What is Email Localization?
Did you know, 87% of marketers say that email marketing is critical to their business success? Now you understand why email localization is so essential for your business. Coming back to the definition of email localization, it is the process of adapting and customizing email content to suit the linguistic, cultural, and regional preferences of a target market.
For this approach, you need to tailor your email content to resonate with recipients in different geographical locations, taking into account the nuances of the native language, cultural references, and local sensitivities.
Once you employ localized email marketing, your business will enhance engagement and build stronger connections with an international audience. Ultimately increasing the effectiveness of your communication strategy.
This proactive localization strategy ensures that the email content is not only linguistically accurate but also culturally relevant. Fostering a more personalized and impactful communication experience for your recipients across the globe.
Key Components of Email Localization
When we talk about email localization, we cannot miss the fact that several components are involved in this localization strategy. And why is that? To ensure that the content resonates effectively with the target market and audience. So, here we have listed some essential components to help you understand better.
1. Language Adaptation
Translating your email content into the native language is a fundamental aspect of localization. It ensures that the message is easily understood by recipients who may or may not be proficient in the language of the original content.
2. Regional Preferences
Regional variations need to be considered in terms of date formats, time zones, and measurement units. You must keep these points in mind to be aware of the time and day to send your translated emails. Adapting to these details according to your recipient’s location enhances the user experience.
3. Personalization
It is an essential component. Tailoring email content to individual recipients based on their preferences, behaviors, or demographics adds a personal touch. Personalized emails are more likely to capture the attention and interest of recipients.
If you consider these key components, you can create an email campaign that is not only linguistically correct but also culturally and regionally relevant. Hence, it leads to more efficient communication and engagement with your target market.
Benefits of Email Localization
When you look at the emails around your business, you will see that they fall into a very distinct group. There will be service emails, automatic responses, customer actions, and calls to action.
Marketing emails, introducing your product or services through emails, offering discounts to purchase, and the list goes on. What is common among all these emails is that they are driving some sort of customer action.
Whether it is to buy your product or services or to simply read the text provided. Imagine the conversion rate of your product or service if you send this email content in the native language of your target market. Email localization makes these outcomes more likely.
Here, we have listed some benefits of a localized email marketing campaign.
1. Increased Open Rates
Subject lines in an email are the first thing someone notices about the email. And a subject line in the native language of the target audience will help you clear the first hurdle.
That is getting the email opened. When you communicate with your target audience in their native language, it makes you look more caring and aware of their needs. Hence, make your recipient more likely to read the email content.
2. Increased Click-Through Rates
If you have embedded a link in a piece of text for a call to action, then localization increases the chance to improve your click-through rate. It takes less effort to understand your email and the recipient feels more positive about your business.
3. Enhanced User Experience
True localized communication should span the entire customer experience journey. For instance, if you click a link and get directed to a page in another language the process can be jarring. If you begin the localized content in their native language, ensure that you conclude in the same language. Hence, creating a seamless experience for every customer.
How to Localize Emails?
Like any localization strategy, email localization also needs a roadmap and proper planning. So, here is a basic strategy on how to localize emails?
1. Understanding the Target Audience
This is an unsaid rule of any localization process. You cannot process a localization process without understanding your target audience. This is a fundamental approach to starting your localization strategy.
Understanding the demographics, language preferences, and cultural nuances of your target audience. This piece of information will help you understand what your target market will and won’t like about your current email marketing. Hence, it gives you a headstart to start your localized email marketing campaign.
2. Adapting Your Content
Email content contains more than just text. You will see logos, images, and even videos. And people from every culture consume content differently. Some focus on reading the words; others are drawn to images.
Where some colors are good to go, some colors are complete no-nos. So, when you localize your email content, adapt everything according to the target market. This will help you reach the target audience, and your conversion rate will increase.
3. Translating Content Accurately
This is the biggest and toughest job, and that is translating words and phrases. For this, you should prefer professional translators with experience in translating content for your specific target market.
A translator who easily understands the tricks and quirks of the target market. The goal is not to translate emails word by word but to translate and localize the email in a way that sounds appropriate to the target audience.
4. Testing and Optimization
As you know, localization is an ongoing process that requires several updates now and then. You can say that email localization is a wash-rinse-repeat kind of process. Always track the performance of your localized emails by analyzing metrics such as open rates, click-through rates, and conversion rates. You need to always keep an open mind about the ongoing changes in the target locale. And update your email marketing campaign accordingly.
By following these steps, you can create localized emails that effectively resonate with your target audience, leading to overall success in your email marketing campaigns.
Need a hand with your localization campaign? Look no further! High-quality localization is our specialty, and our team of native multilingual professionals is fully trained.
Contact us today to learn more about our localization services.
