Newsletters are a key tool when developing an online business. They allow a means of direct communication with subscribed customers as well as a means to provide extremely valuable metrics on the marketing campaigns being carried out by the business.
This type of email can be segmented according to the preferences of the user which facilitates user segmentation and bespoke marketing so that the information which arrives is tailored to only the user.
Know your audience and increase your business opportunities
In order for newsletters to have such a positive and measurable effect on the target audience, it is vital that you understand the audience you are targeting and of course, their language.
It is not worth having 100,000 subscribers if more than half do not understand the marketing language being used or find it difficult to understand the information you provide to them. Your audience will end up unsubscribing from your email or simply sending the mail to the trash bin.
Translating newsletters will broaden your audience
The best strategy for converting prospects into genuine customers is simple: you must know what they want and how they want to receive your products.
If a large proportion of your audience speaks a different language to yours then it is best to translate your content to captivate them and to avoid losing them.
At blarlo we provide this personalized translation service for you. Remember that every detail matters and using one term or another may cause the user to click on the article that you want them to read.
Marketing campaigns cannot be directed in the same way to all nationalities, so you should not send marketing campaigns in your native language and assume they will be just as effective as they are in your native language. Words do matter.
Newsletters localized using Mailchimp
Mailchimp is a tool for sending newsletters that allows users to segment their marketing campaigns according to language, or in other words, allows you to translate the content for individual subscribers.
The system can be set up to recognize the reader’s browser language (detect browser language) once the information in the profile has been updated or if you prefer, you can include the option of having the user choose their language at the time of they subscribe to your newsletter.
Using the detected browser language
Use the merge *|MC_LANGUAGE|* tag with conditional merge tags to show your subscribers the campaign content in the browser detected language.
- Go to the Design step in the Campaign Builder .
- Click to edit or drag a new block of content to your layout.
- In the content block edit panel, insert the next set of tags and change the language code and content to your desired language.*|IF:MC_LANGUAGE=es|*
Show content here in Spanish.
*|ELSE:|*
Show English content in all other parts.
*|END:IF|*In the event that you want to add more languages:*|IF:MC_LANGUAGE=es|*
Show content here in Spanish.
*|ELSEIF:MC_LANGUAGE=de|*
Show content here in German.
*|ELSE:|*
Show English content in all other parts.
*|END:IF|* - Click Save & Close.
Using information from the language field
If you selected the option to have the user select their language when they subscribe then follow these steps.
- Go to Design in the Campaign Builder.
- Click to edit or drag a new block of content to your layout.
- In the content block edit panel, insert the next group of tags. Change the LANGUAGE by using the merge tag list you created for the language field in your list, and replace Spanish with the language value from your list.*|IF:LANGUAGE=Spanish|*
Show content here in Spanish.
*|ELSE:|*
Show English content in all other parts.
*|END:IF|* - Click Save & Close.
Remember to check and test your merge tags before sending the newsletters to check that everything is correctly positioned and displays correctly.
By translating newsletters your marketing campaigns are taking a big step forward. The translation will make the information more accessible to a wider range of users and you will be able to impress them with your content.
