International Email: The End of Game Boss (#TEDC15 London)

8bf4a90554cd4d2d45fb490f695fc954?s=47 Elliot Ross
October 01, 2015

International Email: The End of Game Boss (#TEDC15 London)

In this talk we look at how to approach email marketing to multiple regions and languages. Presented by Jaina Mistry and Elliot Ross.

From Litmus Email Design Conference London, 2015.


Elliot Ross

October 01, 2015


  1. #intlemail Going International How to Localise your Email Campaigns

  2. #intlemail Jaina Mistry Padawan Group @jainamistry Elliot Ross ActionRocket @iamelliot

  3. #intlemail 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
  4. #intlemail

  5. #intlemail More than 70% of the world’s 2.3 billion Internet

    users are not native English speakers
  6. #intlemail 56.2% of consumers say the ability to obtain information

    in their own language is more important than price.
  7. #intlemail Mo' Languages, Mo' Problems

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  12. #intlemail Hard, but not impossible

  13. #intlemail The End of Game Boss for Email Design

  14. #intlemail

  15. #intlemail

  16. #intlemail Who Sends International Campaigns? Padawan Group • Global  group

     of   websites.   All  email  marketing   handled  by  UK  office.   • Translated  in-­house.   • All  HTML  managed   in-­house. • 22  websites • 13  languages • One  ESP
  17. #intlemail Who Sends International Campaigns? Super  Secret  ActionRocket NDA’d Client

    • UK  Brand,  Stores  Worldwide • HTML  created  in  UK,  given  to  local  teams • Translations  in  region • Content  populated  by  local  agencies • TONNES  of  email  platforms
  18. #intlemail What type of company are you? What resources do

    you have?
  19. #intlemail

  20. #intlemail … will save your life. Agile Collaboration Tools

  21. #intlemail … will save your life. Agile Collaboration Tools

  22. #intlemail Time zone differences Production Translations Signoff You Need More

  23. 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
  24. China.

  25. #intlemail 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
  26. #intlemail Not all promotions are created equal: • Sweepstakes in

    Massachusetts • Sweepstakes in Quebec • Gambling laws around the world (FCA, CYSEC, FSP) When in doubt, consult a legal professional Compliance: Different Laws in Different Regions
  27. #intlemail

  28. #intlemail Quiz Taiwan: Traditional, or Simplified Chinese?

  29. #intlemail Languages vs. Regions Language EN FR DE NL France

    FRFR Netherlands NLFR NLDE NLNL Germany DEDE Belgium BEEN BEFR BENL Switzerland CHFR CHDE
  30. A Multi-Regional Approach • Link to other versions? • One

    version with all languages?
  31. Geo-Targeting vs. Preference Centers Language Segments, Dynamic Content A Multi-Regional

    Approach Campaign  Monitor  dynamic   header
  32. One Size Doesn't Fit All

  33. Click  here Cliquez ici 点击这里 klikněte zde klicken Sie hier

    bitte คลิกที'นี' こちらをクリック кликнете тук
  34. Arnie

  35. Currency £100 11994.39  Algerian  Dinar

  36. #intlemail 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....
  37. #intlemail • Spelling & Grammar (British vs. American Wrong English)

    • Dates and times (including pesky daylight saving time) • Currencies It's the Little Things....
  38. #intlemail Don’t be a racist

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  41. 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
  42. Character Encoding Encoding - depends on your ESP

  43. Right-to-Left <div dir="rtl" lang="ar" style="text- align:right;"> Normal stuff </div>

  44. So Many Preferences

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  46. Remember… Companies Process Design HTML & Code Don't think you'll

    be doing everything, all by yourself. In Summary...
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  48. #intlemail Jaina Mistry Padawan Group @jainamistry Elliot Ross ActionRocket @iamelliot

    Merci ! Danke! Cheers!