Email insider interview – more transcreation best practice?
Email marketing plays a huge role in both CRM and business development strategies. It is a marketing tool that is being used across geographic boundaries to increasing effect.
The really cool thing is that not only does it work for the big brands but thanks to the nature of the Internet it can also be deployed by SMEs to equal effect to grab a slice of the global market.
Mind you like any tool there is a brand health warning if not used in a culturally sensitive way. And yes, there is a role for transcreation to make sure that your global eDM has the maximum impact.
Anyway rather than repeat myself see the interview article and comments on email insider.
Email Marketing is no longer such a cool thing now as most email newsletters get blocked Filters
That is a wild generalisation and also not accurate. We just did an eDM to the German market and got the anticipated 1% response rate. It does vary from country to country how things are received.
In this particular case we used a company that rented us an active list and they were already a locally trusted ISP, so the email was less likely to be caught in SPAM filters.
Email marketing should only ever be a component of any lead generation activity and as ever needs to take into account local conditions and preferences which is what the original articles was all about anyway…