going international: how to localize your email campaigns
TRANSCRIPT
#intlemail
Going InternationalHow to Localize your Email Campaigns
#intlemail
The "Mr. Worldwide" Award Goes To...
Jacques Corby-Tuech
Curse Inc@iamacyborg
Ros HodgekissCampaign Monitor
@yarrcat
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Understand:The localization opportunityContent and compliance challenges
Learn about:The tools and techniques usedThe key players that should be involved in localization
See:Real-world examples of international email campaigns
What You'll Get From This Talk
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More than 70% of the world’s 2.3 billion Internet users are not native
English speakers
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56.2% of consumers say the ability to obtain information in their
own language is more important than price.
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Mo' Languages, Mo' Problems
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Hard, but not impossible
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Regional OrganizationsLocal teamsSometimes multiple agenciesFranchised businesses
One Central OrganizationLess local knowledgeOne agency/ESPCentral management
Who Sends International Campaigns?
Example: ETX CapitalAll handled from UK officeTranslated in-house &
agenciesAll HTML managed in-house21 distinct websites18 languagesOne ESP
6 continents, 100 countriesCampaigns managed by local
officesUse one Campaign Monitor
account
Example: British Council
Example: British Council
Example: Birchbox
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What type of company are you?What resources do you have?
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… will save your life.
Agile Collaboration Tools
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… will save your life.
Agile Collaboration Tools
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Time zone differencesProductionTranslationsSignoff
You Need More Time
Delivery rates - as well as opens and clicks - differ from region to region
China has very low daily delivery thresholds (Tencent, QQ)
May be necessary to "batch send"
Engagement & Delivery: Different Conditions
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Legislation, by region:US: The CAN-SPAM ActCanada: CASLEurope: Privacy and Electronic Communications Directive China: Regulations on Internet Email ServicesAustralia: The Spam Act
Email opt-in is king. When in doubt, talk to your ESP
Compliance: Different Laws in Different Regions
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Not all promotions are created equal:Sweepstakes in MassachusettsSweepstakes in QuebecGambling around the world (FCA, CYSEC, FSP)
When in doubt, consult a legal professional
Compliance: Different Laws in Different Regions
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QuizTaiwan: Traditional, or Simplified Chinese?
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Languages vs. RegionsLanguage EN FR DE NL
France FRFR
Netherlands NLFR NLDE NLNL
Germany DEDE
Belgium BEEN BEFR BENL
Switzerland CHFR CHDE
A Multi-Regional ApproachLinks to Language
Versions"All-in-One"
Blizzard example
Global Eyes example
Geo-Targeting vs. Preference Centers | Language Segments, Dynamic Content
A Multi-Regional Approach
Campaign Monitor dynamic header
One Size Doesn't Fit All
Click hereCliquez ici点击这里klikněte zdeklicken Sie hier bitteคลิกท่ีน่ีこちらをクリックкликнете тук
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Cultural differencesAppropriate imageryBody language and facial
expressionsHands, feet and eyes in
Asian cultures Tone: Swiss are punctual,
Italians emotional
It's the Little Things....
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Spelling & Grammar (British vs. American English)Dates and times (including pesky daylight saving time)Currencies
It's the Little Things....
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Direction & Character Encoding
Right-to-leftArabicHebrew
Line-breaks break thingsThaiChinese (x2!)
EncodingGreekRussian
Letter Symbol HTML
à à&agrav
e;
á áá
;â â âã ã ã
Character EncodingEncoding - depends on your ESP
Right-to-Leftstyle="text-align:right; direction:rtl;"
<html dir="rtl">
So Many Preferences
So Many Preferences
Remember…CompaniesProcessDesignHTML & Code
Don't think you'll be doing everything, all by yourself.
In Summary...
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Merci ! Thank You!
Jacques Corby-Tuech
Curse Inc@iamacyborg
Ros HodgekissCampaign Monitor
@yarrcat