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 managing a multilingual campaign, content translation is the first challenge to tackle, and while machine translation tools are indispensable for scaling this task, they have limitations. While they are fast and allow large volumes of text to be translated 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 accounting directors email lists can sound literal or unnatural, which can cause a disconnect with the reader. Additionally, 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 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 multilingual campaigns, this becomes even more complicated. Each recipient group may have different content, product, or service preferences, 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 on a large scale.
You can, for example, automate segmentation based on subscriber location and send relevant content in their native language.
Third challenge: The design
Email layout can also vary significantly between languages. Some languages like German tend to have longer words, which can throw off the formatting of your layout. Additionally, readers of languages that are written from right to left (like Arabic) require a complete adaptation of the email layout.
Possible solution:
Design flexible emails that adapt to variations in content. Use tests on different devices and resolutions to ensure that emails display well in all languages. If you work with right-to-left content, make sure your email marketing platform supports this option and adapt the layout for an optimal viewing experience.
Fourth challenge: Coordination and workflows
Managing campaigns in multiple languages can be very complicated from an operational perspective. Without a well-defined workflow, marketing teams can face coordination issues, from translation delays to segmentation errors.
Possible solution:
Define a clear workflow from the start. Set specific deadlines for each stage, from content creation to email translation and testing. Project management tools like ClickUp can be very useful to keep the team organized and ensure that all content is ready on time.
If you are interested in this topic and want more information on how to manage international campaigns , at Digital Response we have created an eBook where you will find all the information you need.
In this one, we talk about how to efficiently manage international email marketing campaigns, highlighting the challenges of adapting content to different countries in terms of language, currency, and legal regulations.
You will also find useful information about production and revision difficulties, such as last-minute changes, especially when texts are embedded in images.
