What is Email Localization and Translation?
The process of email localization and translation is the adaptation of email content to create more relevance to target audiences in different markets. For businesses looking to expand their reach to international markets, email localization and translation are key measures to bringing cultural relevance and interaction within their online marketing campaigns. While translation seems to be the first adjustment that email marketers would think to make when adapting campaigns to international markets, localization is just as important as it builds purpose and significance with the audience. With an increased focus on how the target audience will receive and connect with the campaigns, email marketers must remain intentional as to how they translate and localize content.
Benefits to Email Localization and Translation
- Higher Customer Engagement: With businesses and companies investing in the translation and localization of email campaigns, marketers will be sure to notice an increase in overall engagement. When audiences are presented with content that reflects their language, values, traditions, and cultures they resonate more strongly with brands and as such are inclined to increase their engagement and response.
- Return on Investment (ROI): By generating a stronger resonance with target audiences, email marketers can see this increased engagement translate into building customer relationships. By taking the initiative to invest in the expansion of additional markets, businesses can begin to build rapport with their target audiences. Once that rapport has been built, audiences will engage with the brand and have the strong potential to become customers. While a financial return on investment is important to email marketers, an additional benefit is the level of intent and understanding that brands are communicating to their audience which builds trust and value.
- Increase Global Presence: For businesses or companies looking to expand their marketing campaigns on an international level, the process of translating and localizing email is the ideal method in generating a global presence. Depending on which markets businesses are targeting, companies can apply the same approach in conforming to the various beliefs and customs that resonate with their target audiences in those varied markets. By developing a strong digital rapport, companies will then have the flexibility to create campaigns across different mediums that will resonate with potential customers.
- Competitive Advantage: An additional benefit in localizing and translating email is the competitive advantage a business or company will gain in their respective fields. Within similar industries, there are thousands of companies vying for the attention and business of their target customers. Even if two products are the same, customers pay attention to the level of value and trust they receive from brands. As such, for a brand to invest in the communicative action of localizing content to increase representation of their, this can create a serious competitive advantage. By studying the presence of a business’s service or product and where their availability exists, one could gain a competitive advantage by beginning to address an untapped or neglected audience through the use of localization and translation.
