How Retailers Can Use Localization to Optimize Global Marketing Campaigns
By offering an email sign-up form on your website for special offers, you can also ask subscribers for their country of residence and preferred language. That way, it's possible to customize and segment email campaigns accordingly.
Don't forget to review any legislation that might affect how you can get in touch with your subscribers. While the email laws in the U.S. are relatively liberal, countries in the European Union (EU) can be much more stringent about when you can contact someone with an email marketing message.
Savings and Solutions for a Global World
You have a localized website that effectively engages people and boosts SEO through well-translated keywords. You've thought carefully about the way shoppers are browsing and purchasing items. You've also taken the time to create email campaigns that are localized to suit customers’ native languages.
Now you have to face the biggest problem of all: getting shoppers to your site and convincing them that the offer they find is the best deal for them.
Nearly two-thirds of shopping carts are abandoned online. If you've gotten to the point where international shoppers have started putting items in their carts, it's a matter of creating enough engaging content — and especially offers — to get them to convert.
This is where retailers have to think extremely local. What makes a customer in Germany press the "buy" button? What kinds of offers can catch the eye of a customer in Brazil? A lot of the time, this comes down to thinking about strategic offers and creating eye-catching campaigns that stand apart from the rest. But to do that, you first need to understand the local culture and language.
A one-size-fits-all global marketing campaign can only go so far when there are so many other competitors vying for customers. Unless you have a product that consumers can literally buy nowhere else in the world, they're likely to compare and contrast your website with the competition.