Reasons Why Your Email Marketing Strategy Needs Translation


One of the biggest challenges of running a business today is developing an effective marketing strategy. Given the fierce market competition in most sectors, figuring out how to best utilize the different marketing tools at your disposal is key. While content marketing, affiliations, and Search Engine Optimization (SEO) are all essential components of any successful marketing strategy, none of them can offer the returns of effective email marketing. According to statistics from leading brands and marketing pioneers, email marketing offers a higher marketing return on investment (ROI) than other marketing channels.

However, email marketing has become trickier over the years. Studies found that people are more willing to make online purchases through email when communication is in their native language. This makes the advertising company seem more legit, trustworthy, and appealing, especially for non-English speakers. If you are hoping to venture into new foreign markets but are still unsure about translating your email marketing content, here are some reasons that might change your mind:

To better understand your target customer

Understanding your target customer lies at the heart of any successful marketing strategy. The better you understand them, the more likely you are to succeed in developing an effective marketing strategy. If you think that translating your email marketing isn’t worth the time and money you’ll have to invest, you’d be hugely mistaken.

Customers have become very picky nowadays; they have access to information, as well as access to thousands of your competitors from every corner of the world. They have the luxury to favor brands that share their values and actually make an effort to speak their language; literally and figuratively. Localizing your website and your newsletter will set you apart from your competitors as the brand that cares and understands the importance of customization.

To improve customer engagement

Building your customer email database is considered obsolete until it leads to some sort of engagement with your brand. When you translate your email marketing strategy, you open the door for an ongoing conversation with your international customers. This will give you the opportunity to listen to what they have to say about your brand. This ongoing feedback will allow you to improve your products as needed and as a result, you will be able to grow your sales. However, over time, it will be more challenging to keep your growing customer base engagement at a significant rate.

According to professionals, a sales productivity platform will streamline your sales process and make your life that much easier. You will no longer need to worry about tracking your emails to confirm whether they successfully reached your customers. Your international customers will appreciate your efforts to stay in touch and follow up in a seamless manner all while communicating with them in their mother language.

To increase customer loyalty

Building customer loyalty is the ultimate target of any professional marketeer. However, when you are targeting international customers, building customer loyalty becomes more of an impossible mission.

If you want to have a real shot at increasing your customers’ loyalty, running your email through Google Translate won’t be enough. You will need to up your game and hire professional translators to make your email content and other materials look and sound natural. Trained professionals will not only translate the text, they will also adjust the language to account for the sociocultural differences in each country.

email marketing translation

To save you money

Email marketing remains one of the most cost-efficient marketing channels. Translating your email marketing will actually be more financially-sound than trying to reach your global customers in any other way. When you factor in the potential returns, you will begin to see that it’s the best way to expand your global reach without having to spend a fortune.

Take affiliate marketing for example; although an effective channel that yields good results, it requires a lot of research and money to make work. Even when you find the perfect influencer or public figure to promote your brand, their reach cannot be compared to that of email marketing.

To drive up your sales

Last but not least, email marketing will drive your sales, and increasing your returns is, after all, the main objective of your marketing efforts. Think of the number of sales you can potentially lose due to something as simple as a language barrier. If you have even a handful of subscribers on your mailing list who don’t speak English but were ready to make a purchase if only they understood the call to action, then you have lost a lot. The opportunity cost here is not the single sale they were about to make, you need to add all of their potential future sales as well as the possible costs of them turning into loyal customers. Surely this fact alone will make you think twice before dismissing translating your email marketing strategy.

The takeaway

Assuming that your business will be just fine catering for your local customers alone will limit your brand’s potential and cost you potential sales that you can’t afford to lose. Investing in translation will open up significant doorways into the global marketplace that could entirely revolutionize your business.

Now that you understand the importance of translating your email marketing strategy, it’s time to take action and find professional translators who can help you complete this important task. BeTranslated’s team of skilled linguists and experienced project managers are here to help, whether you’re searching for French translation of your email marketing content, Spanish translation of your website, or any other translation goal. For more information or a free, no-obligation quote, get in touch today.