Matt Harris, Sendwithus co-founder and CEO, published an article at Business 2 Community earlier this year about the importance approaching localizations as a crucial component of optimizing the customer experience across multiple markets.
Content localizations and translations usually involve complex processes, often outsourced, that are further compounded when applied to constantly evolving email content. Keeping that content relevant for multiple markets while staying on-brand is no simple task. But it’s one that’s imperative in today’s global economy, so much so that Enterprise organizations will start to incorporate email into their overarching content strategy, to ensure consistency across all touch points and in all locales.
Read Matt’s full article for insight into:
- The risk associated with relying too heavily on a single English version of an email as the source from which all translations must flow
- The importance of recognizing not just linguistic differences but cultural variations as well
- The danger in thinking of a single translation as ‘good enough’ when regional differences within a single language must also be taken into account
- Avoiding the pitfall of failing to recognize that localization is about more than just language – factors such as time zones and currency must also be considered
- The importance of developing partnerships with localization professionals who are as fluent in your brand voice as they are in their language specialization
Taking care with the localization of both your transactional and triggered emails can yield huge returns by providing a consistently optimized experience for all your customers, regardless of where they live or what language they speak.