What if I told you that you can engage your target audience on a deeper level and build a relationship of trust by leveraging the power of multilingual email marketing?
It’s undeniable that email marketing offers the highest ROI among the known digital marketing channels. Specifically, for every $1 you spend you get around $56 in return.
However, it’s one thing to be able to reach and talk to your customers and another to speak in their own language!
For online marketers, effective communication of their message across different audiences is key and the best way to achieve that is personalization. But personalized messaging is not only about subject lines and using the recipient’s first name.
It’s about content. The language of the message is crucial in resonating with the audience and it can be the deciding factor in them moving further in the sales funnel.
For this reason, you need something more than Google Translate. You require the “human” element. Language service providers like DayTranslations can effectively transfer your content into the target language, taking care of cultural characteristics and tailoring it for each audience.
Now that we’ve laid the fundamentals let’s see in detail why multilingual email marketing is so important and how it can help a business grow faster.
1. Captivate your target audience
It’s true that people nowadays receive tons of emails, promotional or not. But how many of those emails are actually getting clicked on? The answer is only a small percentage.
A smart marketer’s goal is to ensure that emails are noticed and that they aren’t perceived as “junk”. Therefore, both the visuals as well as the email copy are the deciding factors in the success of an email campaign.
Speaking in your audience’s native language makes the information on the email more memorable and credible. Moreover, by leveraging dynamic content in your email, you can create a powerful mix that can engage subscribers even better.
So, making emails both memorable and exciting is an absolute must. A robust email newsletter software allows you to create those amazing newsletters, which are bound to capture your audience due to the power of the mother tongue.
Note at this point that the images you choose to use in your emails must be culturally appropriate for each audience.
In a nutshell, multilingual emails have a high potential to captivate your audience.
2. Generate more leads
In the global world that we live in, the best way to attract a potential customer is through speaking their language. Statistics show that the majority of Internet users are non-English speakers.
Translating your content into the language of your audience means that it has higher chances of resonating with them. Think of it as an extra “layer” of personalization.
Apart from that, you’ll be gaining more qualified leads by doing so, since the message will be even more targeted and contextual to the audience’s culture.
Most businesses acquire new leads by serving value to their audience. But not all email readers are native English speakers. So, serving them value in their own language is like utilizing an untapped resource that many businesses seem to ignore.
Therefore, a multilingual email can serve its purpose of educating the target audience much better if it is in a language that readers can fully understand.
With the help of a professional translation service, you can ensure that your multilingual email is sent free of grammatical errors and common writing mistakes and achieves its purpose as intended.
3. Drive traffic to the website
Email translation is not a mathematical equation that can be applied universally. It’s more of a craft.
Therefore, when you want to communicate your message effectively and make your email content friendlier and more genuine in the target language, you need to employ the expertise of translation services.
In this way, you can overcome any potential language barriers obstructing your subscribers and use this as a strategy to drive more traffic to your website.
When a business promotes the idea that it respects customers of all language backgrounds, then it allows a stronger connection to be formed.
Finally, research suggests that users spend more time on information written in their native language, so that’s all the more reason to indulge them and benefit as a result.
4. Improve conversion rates
A recent UpCity survey revealed that 75% of SMB marketers considered their email marketing efforts to be moderately or very effective.
Small businesses currently utilize email marketing as part of their marketing strategy, as follows:
– 65% of SMB marketers send their marketing emails on either a daily (32%) or weekly (33%) basis
– 37% of SMB marketers spend between $101 and $500 each month on email marketing
– 75% of businesses that spend $100 or less monthly on email marketing report an ROI of $21 or more
What this data shows is that there is huge potential to boost conversion rates and sales, if a business uses multilingual content in its campaigns.
Nurturing leads with valuable content in the language they understand best not only helps businesses establish a connection with their audience but also builds the necessary trust to make them become loyal customers.
People like doing business people, not “impersonal” entities. Consequently, a translated email campaign that conveys the “personal attention” factor and the human element is what can boost conversion rates without making a dent in your budget.
5. Speed up the sales process
Another benefit of multilingual email marketing is the acceleration of the sales process.
Translating your emails into the audience’s native language helps establish a relationship with your subscribers faster. Additionally, by speaking in the same language a sense of trust can be built.
In this way, lead nurturing becomes easier and users move faster through the sales funnel.
Localization plays key role here. Dealing with cultural considerations when translating to increase the appeal of your brand in a foreign market ensures faster conversions.
Consequently, businesses can optimize their brand to resonate with the unique cultural needs and demands of their customers.
Conclusion
Multilingual email marketing is a powerful tool in today’s competitive marketing arena. It allows marketers to access global markets and engage their audience on a deeper level, unlike other forms of digital marketing.
With the help of reputable translations services that offer great quality in translated emails, you can achieve better conversion rates and build trust with your audience, while maintaining a solid return on investment.
Author bio
John Desyllas works as a Content Writer for email marketing automation software Moosend. He is very passionate about Digital Marketing and Business Translation. You can connect with him on LinkedIn.