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.

Transcript

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
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 Time
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
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
46. Remember… Companies Process Design HTML & Code Don't think you'll be doing everything, all by yourself. In Summary...
48. #intlemail Jaina Mistry Padawan Group @jainamistry Elliot Ross ActionRocket @iamelliot Merci ! Danke! Cheers!