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Sending the emails your customers want … in a different language

sending-the-emails-your-customers-want-in-a-different-language

Have subscribers from all over the world? Make deeper connections by sending email in your subscriber's language.

Hello! Or should I say Hola! Bonjour! Konnichiwa!

Email is global. If you want to grow and engage your audience through email marketing, there is no geographic limit to where someone can discover you and join your list.

Creating emails full of compelling content and engaging graphics is critical to a successful email marketing campaign. But what if the person reading your email doesn't speak the same language as you?

Easily translate your emails into any language with Unicode

Unicode is an international coding standard that allows emails to be sent to subscribers in different languages. The Unicode characters allow your subscribers to read your content in their native language.

When you write email using Unicode characters, it becomes much easier to create messages that your customers and prospects can understand.

If you have a subscriber who speaks a different language (e.g. Thai), they can see Thai characters (e.g. ณ) in your message.

Example of a message in Thai

If composing messages in a foreign language isn't a problem for you, you can use Unicode to add symbols ($ ↞) and emoticons (😻 🌞) to spice up your messages. Because who doesn't love a cat with strange heart eyes and smiling sun?

Examples of the use of symbols and emoticons

Example of an email with emoticons and symbols.

If you take the time to send email in your subscribers' native language (s), you show that you value them.

Not only does this mean you can connect and communicate with your audience more clearly (or even reach new audiences), but you've given your subscribers a reason to trust you more than ever.

This is a great way to grow your email list and build long-term relationships with your customers.

Break through the language barrier

AWeber allows customers to send email to their email marketing lists in any language using Unicode.

Here are four ways you can use strange characters to better connect with your subscribers:

1. Send segmented messages

Segmented message in English, Spanish, German and French

If you have subscribers from different countries, you can make it easier for them to read your email by sending targeted emails in their native language. If they can read your message in their native language, you can provide a more positive experience for your customers and prospects.

Removing language barriers between you and your subscribers also eliminates the possibility of misunderstandings. Instead of letting your subscribers translate your message, they can understand you right away.

And when your audience has a clear understanding of the value your product / service is bringing to them, they will be in a better position to make a purchase.

Pro tip: Add international keyboards to your computer (if you haven't already) to easily compose new email messages in different languages.

2. Personalize your bilingual emails

personalized emails

It is frustrating when you want to send your subscribers a personalized email only to find that a character in their name is unsupported and, as a result, does not display correctly. And if you can't do this for every single subscriber, it becomes difficult to do it in the first place.

Fortunately, AWeber registration forms use UTF-8 (the character encoding system that correctly stores and displays Unicode characters).

AWeber sign-up forms accept Unicode characters so your subscribers can enter characters in their native language. So if you have a subscriber who speaks another language (e.g. Thai) they can enter their information into your form using characters (e.g. ณ) from that language.

Pro tip: Add custom fields called "First Name" to your subject lines and / or email messages to grab your subscribers' attention and create a more personalized experience.

3. Send confirmation opt-in messages in 19 different languages

Do you already know that your target group mainly speaks one language? By greeting your subscribers in their own language, you can increase the conversion rate of confirmations and build lasting relationships with your new prospects and customers.

Verified subscription is one of the best ways to keep your list safe from unwarranted SPAM complaints and malicious subscriptions, and it helps keep the unsubscribe rate low.

If you know that your target audience prefers a specific language, select that language for more clarity on how to verify their email address. By greeting your subscribers in their own language, you can increase the conversion rate of confirmations and build lasting relationships with your new prospects and customers.

These are the currently available language options:

  • Simplified Chinese)
  • Chinese tradition)
  • Danish
  • Dutch
  • English
  • French
  • German
  • Indonesian
  • Italian
  • Japanese
  • Korean
  • Malay
  • Norwegian
  • polishing
  • Portuguese
  • Russian
  • Slovenian
  • Spanish
  • Swedish

So just change your language selection

To change the language of the confirmation message for an active list, select List Settings from the List Options drop-down list for your account.

AWeber dashboard highlight list setting.

In the left menu, select Confirmation Message and in the Language section, select the language that meets your needs.

A dashboard that highlights how the language is selected.

Example of a confirmation message in French

Example of a French confirmation message.

When you select a language, the confirmation message header, text, and signature are automatically updated.

All approved subject lines will be translated. If you are using a custom one you have to translate it directly.

Pro tip: If you are not sure which language your subscribers prefer, ask them a question.

4. Send international email in two or more languages.

You can compose a separate email in each language or use dynamic content. Dynamic content changes based on the viewer's criteria. Often times, most people only use dynamic content to personalize a greeting. By adding a personalization snippet after the greeting like "Hello {{Subscriber.First_Name}}"

However, you can use dynamic content for multilingual campaigns if you know the preferred language of your individual subscriber or their IP address.

Set up dynamic content for different languages

Let's say you have an email campaign and you know that your subscribers' native languages ​​are either English, French, or Spanish. You can compose three emails in any of these native languages. Or use dynamic content to compose just one email and make the content of your email dynamic so that each recipient receives an email in their native language.

You need to segment your list by assigning tags to identify the subscriber's native language. Get this information by asking them their preference using an AWeber landing page, sign up form, or survey.

Pro tip: In cases where you cannot identify the country / language of a recipient, they will receive the email in English by default.

To simplify this process, AWeber automatically lists the location where the participant has registered. For example, if the subscriber lives in a well-known Spanish-speaking country, you can assign a Spanish tag as this is the native language.

Use of dynamic content for native languages

Dynamic content is a combination of a standard version of the text and variants for any other language you support.

Not fluent in the language you want to broadcast? Paste your copy into google translate for voice translation.

A word of warning: Google Translate is not always perfect. This is a good option if you're not fluent or don't have the resources to hire a translator.

Once you have the translation, just add a conditional content language for each section of text. Just make sure your subscribers are assigned a voice tag.

If your subscriber has the language tag "fr", the French version will be displayed. If your language tag is "it", the Spanish version is displayed.

This is how you would write the dynamic logic markup to add conditional content to the greeting.

{% if "fr" in subscriber.tags%}

Bonjour …

{% elseif ‘" es "in subscriber.tags%}

Hello…

{% else%}

Hello…

{% endif%}

You would repeat the above process for each section of text. If you want to learn more about adding dynamic logic to your email, AWeber has step-by-step instructions on adding markup for conditional content logic.

"I can't think of a nicer gesture than making sure that each of your subscribers receives your email in their own native language," said Dave Stys, product manager, email delivery.

Tips for sending emails in the most popular languages ​​we see in AWeber

3 tips for sending emails in French

There are more formalities in addressing others in France than in the United States. While you can always send the same translated content to your French-speaking subscribers, you may want to make some minor adjustments.

  1. Use the correct greeting and close. When collecting your subscriber's first and last name, there is an additional step you should take to send a greeting with their last name and first name. Add the appropriate prefixes: Mr, Mrs, and Mrs. Note: there is no French equivalent for the prefix woman, and in 2012 the French Prime Minister banned the use of mademoiselle in legal documents, making mademoiselle less common.
  2. Write a short and descriptive subject line. If you test subject lines, you will most likely find that a shorter, concise, and descriptive subject line has a higher open rate for your French readers.
  3. Structure your email with clear sentences that identify the value. Your French readers will be receptive to sentences that clearly outline the value and benefits. Note that the value can take various forms: financial (free delivery, coupon for a discount), convenience (automatic shipments, electronic receipts, tracking) or information (recipes, free additional content, how-to the tutorial).

3 tips for sending emails in Spanish

You may not want to restrict sending Spanish email outside of the United States. If you have an extensive subscriber base in California, Texas, and Florida, it may be worth asking your customers how many speak Spanish, since these three states represent 57% of the Spanish-speaking Latinos in the United States.

If you have a large number of Spanish speaking subscribers, you may want to identify your Spanish speaking people and give them the opportunity to receive your content in English or Spanish. There are 57 million Latinos in the United States, and the US Hispanic population is expected to grow to a quarter of the total US population by 2050.

  1. Consider an alternative content presentation. The Spanish language has a more convincing style and argument structure. So, think about how you usually deliver content when creating a Spanish version. To get your point across, run with the emotion and why of your product versus an analytical approach.
  2. Know your audience's market and how Spanish is used. There is no such thing as a “typical” Hispanic customer. So try to learn as much as you can about your audience, e.g. B. Education, country of origin and geographic location. A Pew study found that Spanish-speaking markets vary dramatically from city to city. For example, 90 percent of Latinos at home in Miami, FL and McAllen, TX, speak Spanish. Other major markets with a Spanish-speaking population of 79 percent or more are El Paso, Los Angeles, New York, Atlanta, Dallas, and Orlando.
  3. Just translating English into Spanish may not be enough. Most Hispanic marketers have found that translating content from English to Spanish is not enough to run an effective campaign. You might want to invest in a copywriter who is fluent in Spanish and familiar with Spanish culture to learn about cultural references and nuances. But the effort could be worth it, according to a "Facebook IQ" study carried out by Latinum Network:
  • On the internet, more than 80% of Spanish dominant Hispanics use Spanish at least half the time when reading, writing or watching videos.
  • 79% of Spanish-dominant, 82% bilingual and 60% of English-dominant Hispanics surveyed believe brands should reach consumers in both English and Spanish.
  • 58% of Hispanic Dominant Hispanics and 48% of Bilingual Hispanics believe that brands who speak up in Spanish show they value the Hispanic community.

A note before you send

You cannot copy and paste foreign characters from an external service such as Microsoft Word. Your content must be created in the email in order to ensure language support.

Get ready

Sending emails to subscribers in their native language is an easy way to improve communication between you and your customers and create a pleasant brand experience.

If you have any questions about sending international emails, please contact our award-winning customer solutions team.

Our mission is simple: we offer powerful email marketing tools that small business owners and entrepreneurs like you can use to grow their business.

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