going international: how to localize your email campaigns
TRANSCRIPT
#intlemail
Going InternationalHow to Localize your Email Campaigns
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The "Mr. Worldwide" Award Goes To...
Jacques Corby-TuechCurse Inc
@iamacyborg
Ros HodgekissCampaign Monitor
@yarrcat
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● Understand:○ The localization opportunity○ Content and compliance challenges
● Learn about:○ The tools and techniques used○ The 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 Organizations● Local teams● Sometimes multiple agencies● Franchised businesses
One Central Organization● Less local knowledge● One agency/ESP● Central management
Who Sends International Campaigns?
Example: ETX Capital
● All handled from UK office● Translated in-house &
agencies● All HTML managed in-
house● 21 distinct websites● 18 languages● One ESP
● 6 continents, 100 countries● Campaigns managed by
local offices● Use 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 differences● Production● Translations● Signoff
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 Act● Canada: CASL● Europe: Privacy and Electronic Communications Directive ● China: Regulations on Internet Email Services● Australia: 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 Massachusetts● Sweepstakes in Quebec● Gambling 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. Regions
Language EN FR DE NL
France FRFR
Netherlands NLFR NLDE NLNL
Germany DEDE
Belgium BEEN BEFR BENL
Switzerland CHFR CHDE
A Multi-Regional Approach
● Links 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 bitteคลิกที่นี่こちらをクリックкликнете тук
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Cultural differences● Appropriate imagery● Body language and facial
expressions○ Hands, 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-left● Arabic● Hebrew
Line-breaks break things● Thai● Chinese (x2!)
Encoding● Greek● Russian
Letter Symbol HTML
à à à
á á á
â â â
ã 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…● Companies● Process● Design● HTML & Code
Don't think you'll be doing everything, all by yourself.
In Summary...
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Merci ! Thank You!
Jacques Corby-TuechCurse Inc
@iamacyborg
Ros HodgekissCampaign Monitor
@yarrcat