Many companies are now going international. They are targeting a global audience to sell services and products. Their email newsletters have an equally impressive reach – 280 million emails are sent worldwide every day.
To get closer, email campaigns need to take into account the local characteristics of users. This includes understanding culture, language, traditions, shopping habits and other nuances.
According to Statista, 25.2% of internet users speak English, 19.3% speak Chinese, 7.9% speak Spanish, and 5.2% speak Arabic. Just imagine how many potential customers you are losing if you refuse to localize your brand!
A Common Sense Advisory survey found that 72.4% of respondents were more likely to purchase a product that contained information in their native language.
Related article: Email Marketing – Basics
Results of a survey on customer attitudes towards localized content
These data suggest that companies looking to enter the global market Bulgaria Email Database must first gain the trust of local audiences in the new market.
Since users respond to companies’ offers that are tailored to their needs, localization is a way to build a strong relationship with the audience.
What is email localization?
Email localization is the adaptation of email marketing (i.e. emails about a service or product) to suit the needs of foreign users, including their language and culture.
Editor’s note
Before you start localizing your emails, be sure to read this article.
Why is localization necessary?
For some of the world’s largest global brands, reaching out to multicultural audiences is key.
According to Nielsen statistics, in the U.S. alone, foreign-born customers are the fastest-growing segment, numbering 220 million people, and that number is growing by 2.3 million each year. This group includes Hispanics, African Americans, and Asian Americans, who together make up 38% of the U.S. population.
According to a Newswise report, their combined purchasing power is $14.8 trillion, of which Hispanics account for $1.5 trillion and others (African Americans, Native Americans, and Asian Americans) account for $2.4 trillion.
Your email communications should be authentic, have attractive, locally Buy Email Database List relevant artwork, and create a genuine sense of community among customers of different cultural backgrounds.
When sending emails to a global audience, you also need to consider factors such as daily communication styles, devices used, trust in privacy systems, seasonal sales, diversity, and even color perception.
Let’s look at an example of McDonald’s localization strategy in India.
There are no beef or pork dishes on the menu for religious reasons. The company sells burgers with ingredients from local products, and the burgers are spicier than usual to appeal to Indian customers. The pricing model has also been localized to ensure that the chain’s restaurants enter the low-cost segment of the market.
Based on our experience in localizing mailings, we have come to the conclusion that in different regions and countries, people conduct business, address each other, and write letters differently.
Cultural Differences Affecting Online Customer Behavior
Everyday communication style
Germans prefer a more formal tone of communication, unlike Americans, who prefer a casual style. A letter in German should begin with the form of address to the reader Frau/Herr, which in English is equivalent to Ms./Mr. For American readers, an informal form of greeting is appropriate.
Trust in the personal data protection system
Consumers in different countries have different attitudes towards disclosing sensitive and personal information when shopping online.
According to Symantec’s State of Privacy Report, 57% of Europeans feel uneasy about the security of their data. Among Europeans, the Spanish are the most concerned (78%) and the British are the least concerned (49%).
Are your customers comfortable giving out their email address and other Mailing Data personal information? You may need to take extra steps to convince them to try your product or click the “buy” button.
Seasonal sales
When creating thematic mailings for specific countries, don’t forget about when certain seasons and holidays begin there.
For example, Christmas and Hanukkah are celebrated at about the same time, but Christmas is a Christian holiday and Hanukkah is a Jewish holiday. In the United States, etiquette dictates that cards are sent to celebrate a particular season rather than a specific religious holiday, since the recipient may not celebrate a particular holiday.
The dates of the holidays also vary from country to country. Father’s Day is celebrated on the third Sunday of June in India and the United States, but on the first Sunday of September in Australia.
Recommended reading: 6 Great Holiday Email Campaign Ideas
Perception of colors
According to the Impact of Color on Marketing study, 90% of hasty purchasing decisions were made based on color perception. Choosing the right color palette for your brand should take into account cultural and religious sensitivities. If successful, it will have a positive impact on conversion and sales.
Since users from different countries perceive colors differently, you should localize your brand colors to the specific country you are targeting. For example, red symbolizes love in the US, masculinity in France, negativity in Germany, and success in China.
