Although this strategy has enormous potential, it also presents us with a series of challenges that, if not managed correctly, can affect the performance and personalization of campaigns.
So, in this post we are going to look at some of the most common difficulties when managing international campaigns and offer different tips to overcome them.
First challenge: Translation
When we manage a multi-language campaign, the translation of the content is the first challenge to address, and although automatic translation tools are essential to scale this task, they have limitations. While they are fast and allow you to translate large volumes of text efficiently, these tools often miss the context and cultural nuances that can be important for the message to be effective.
Content generated by machine translations can sound australia mobile phone number list literal or unnatural, which can cause a disconnect with the reader. In addition, what works in one culture does not always have the same impact in another, which can result in the message not being as useful.
Possible solution:
While machine translations are a useful tool, especially when you need to translate into multiple languages quickly, it is essential to combine their use with human reviews, at least for the most important segments of your message. A subsequent review by a native speaker can ensure the message is received the way you want it to be conveyed.
Second challenge: Personalization and segmentation
One of the pillars of email marketing is personalization, and in multi-language campaigns, this becomes even more complicated. Each group of recipients may have different preferences for content, products or services, which means creating multiple versions of the same message.
Possible solution:
Use an advanced email marketing platform that allows you to segment by language, geographic location, and user behavior. Tools like Salesforce Marketing Cloud or Klaviyo are great for personalizing at scale.
You can, for example, automate segmentation based on subscriber location and send relevant content in their native language.
Third challenge: The design
Email design can also vary significantly between languages. Some languages like German tend to have longer words, which can throw off the formatting of your design. Also, readers of languages that are written from right to left (like Arabic) require a complete adaptation of the email design.
Possible solution:
Design flexible emails that adapt to variations in content. Use tests on different devices and resolutions to ensure that emails look good in all languages. If you work with right-to-left content, make sure your email marketing platform supports this option and adapt the design for an optimal visual experience.
