Email marketing for international ecommerce doesn’t have to be intimidating.
Here are our team’s quick tips to better optimize your email open rates for international customers:
·
Segment
your email database by language and geo-location.
Check out with your email provider if they can identify your
users IP. Create country or regional
specific segments within your database.
You can also try to clean through your data by reviewing if email id’s
contain country suffixes like .mx or .fr to segment out your international
users from your US clientele.
·
Schedule
your send time to the local time zone.
Once you have your email database segmented optimize your
send time to the local time zone of the subscriber’s location.
·
Keep the
messaging relevant to the local season.
4th of July campaigns promoting summer offers
will seem out of place to residents in the Southern hemisphere who are in the
midst of their winter. And, think about
opportunities where seasonality differences can promote new campaigns. Ex: Double down on your back to school
campaigns or find a second life for your seasonal inventory by promoting to
customers in opposite hemispheres.
·
Celebrate
Local Holidays.
While Thanksgiving, 4th of July, and Halloween
are prime holidays in the US. Holiday
names, dates and celebrations vary based on culture and country. Whether it’s Bastille Day in France or Australia Day for
your guests down under. There are
opportunities for country specific and region campaigns for holidays like Dia
de Los Muertes and Carnival in Latin America and the Caribbean. Tune into the local holidays and create promotions that
celebrate with your audience.
·
Localize
Your Images
Be conscientious of how the images you’ve selected will be
perceived in the local country. Scantily
clad stock photos will be seen as insensitive to more conservative countries.
·
Mobile
First
As more and more ecommerce transactions become mobile first,
make sure that your emails, landing pages and shopping cart are optimized to
work across a variety of mobile devices.
·
Be
careful with local language and spelling.
Just as English in the UK, and Australia has different
slang, spelling and phrases foreign languages like Spanish, Portuguese and
French will also vary vastly by location.
French in Canada v. Haiti v. France may have different spelling, sayings and catchphrases.
French in Canada v. Haiti v. France may have different spelling, sayings and catchphrases.
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