Email Marketing Centralization: 4 Mistakes to Avoid with Global Email Localization

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Get the most from centralized global email localization by side-stepping these common errors:

1. Thinking only at the country level

If your market is a small country, a national localization strategy might work. But for larger countries like China, India or Brazil, regional differences are vast. “People tend to forget that your messaging echoes your company’s presence, brand, and other marketing efforts that an individual consumes, and that an individual has a unique surrounding in each region,” explains Netherlands-based independent email marketing consultant Jordie van Rijn, founder of EmailMonday.

“There are other competitors, other media consumption and other types of advertisements.” For your message to resonate, it must be designed for the most local market.

Tip: Choose a localization provider that has experts in your local markets.

2. Excluding in-market experts

Nobody knows how international customers view your brand better than your in-market team members. Excluding them from the content review process can lead to painful marketing miscues. “If you are a U.S.-based company that has all Americans on the ‘global task force’, you most definitely need to engage your country teams and their respective agencies sooner in the process,” advises Faith Brewitt, niche marketing expert and founder of Beijing-based Have Faith in Your Brand.

Tip: Make sure your localization provider is able to integrate your in-market experts into the content review process.

3. Not centralizing ordering

With decentralized ordering, you reduce efficient re-use of translated assets and increase unnecessary spend. Without oversight at the project and enterprise level, you can’t accurately assess spending or workflow, and you miss opportunities for aggregation and volume pricing.

Tip: Deploy a centralized, cloud-based ordering system that meets your needs and your stakeholders.

4. Tracking campaign metrics internationally

It doesn’t make sense to monitor results only at the campaign level when you’re marketing globally. “An average open-, click- or conversion rate can’t be taken across the border,” van Rijn quips. “Your campaigns will have varying results when compared between different countries–international benchmarks and averages don’t tell the whole story.”

When executing email campaign services, looking only at the campaign level prohibits a deeper understanding of effectiveness in each market—and limits your ability to be responsive to market trends and customer preferences.

Tracking regionally is best practice, according to the 2014 Lionbridge Global Email Survey, which found that 75 percent of global marketers keep a list of regional preferences or content and email creation.

Tip: Set clear metrics for local markets within the campaign to understand what works—and what doesn’t—locally, and select a vendor that supports this.

With 182 billion emails sent daily (according to a Radicati Group survey), you need every competitive advantage you can get to break through. Global email localization is a critical element driving customer relevance and email campaign management.

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