Tips for managing content in international email marketing campaigns
Posted: Wed Dec 04, 2024 6:02 am
One of the consequences of the advance of digitalization of marketing and sales in companies is internationalization. As a result, e-commerce, CRM and digital marketing departments face the challenge of developing and managing content adapted to each market and managing international Email Marketing campaigns and the rest of the channels.
In the case of email marketing, the complexity of managing campaigns for different markets (countries or geographic areas) is added to the complexity of production and review times, which are usually very short. In the following lines we are going to present some ideas on how to achieve optimal management of an international Email Marketing program .
HTML texts instead of images
One of the bottlenecks in the process of preparing germany mobile phone number list an email marketing campaign is found in the revision and changes phase. At this stage, last-minute changes often occur that affect the copies translated into the different language versions (texts, prices, legal information, etc.) and everything becomes complicated when the text changes have to be made on image files and the scheduling date is imminent. It must be taken into account that processing an image file can take up to 4 times longer than managing a text change directly in the HTML. If we choose to use HTML texts whenever possible, managing changes will be much faster and more agile and will avoid an extra workload, also reducing the chances of making mistakes.
HTML texts give us agility in managing changes.
It is advisable to establish a direct communication channel between translators and developers in a shared work environment, where any changes are communicated to all those involved and are easily accessible. We can work with a project manager or even with a shared Excel spreadsheet in the cloud.
Using shared content on the shipping platform
It is a general principle of project management to leave as many elements as possible fixed, that is, free from processing or manipulation. We need to make the most of the technological platform and optimize the management of common content between regular campaigns. Most platforms have a Shared Content function, which consists of hosting blocks of content that can be used in different campaigns as needed.
This resource is very useful for hosting campaign headers and footers, as well as menus, logos, social networks, contact information, etc.), but you can also go further and use it to host common content that can be used in more than one campaign, such as promotional banners, service modules or e-commerce benefits, or even dynamic and personalized content such as cross-selling, birthday campaigns or loyalty programs. The main advantage of relying on Shared Content is that, when a content change occurs in any of the aforementioned elements, it will be replicated to all the pieces (transactional emails, automations, commercial campaigns) that contain it.
However, during promotional periods, where there are conditions applicable for short periods of time (sales, promotions, Black Friday), it is preferable for legal texts to be in a separate module from shared footers and to be treated as another text element of the campaign.
In the case of email marketing, the complexity of managing campaigns for different markets (countries or geographic areas) is added to the complexity of production and review times, which are usually very short. In the following lines we are going to present some ideas on how to achieve optimal management of an international Email Marketing program .
HTML texts instead of images
One of the bottlenecks in the process of preparing germany mobile phone number list an email marketing campaign is found in the revision and changes phase. At this stage, last-minute changes often occur that affect the copies translated into the different language versions (texts, prices, legal information, etc.) and everything becomes complicated when the text changes have to be made on image files and the scheduling date is imminent. It must be taken into account that processing an image file can take up to 4 times longer than managing a text change directly in the HTML. If we choose to use HTML texts whenever possible, managing changes will be much faster and more agile and will avoid an extra workload, also reducing the chances of making mistakes.
HTML texts give us agility in managing changes.
It is advisable to establish a direct communication channel between translators and developers in a shared work environment, where any changes are communicated to all those involved and are easily accessible. We can work with a project manager or even with a shared Excel spreadsheet in the cloud.
Using shared content on the shipping platform
It is a general principle of project management to leave as many elements as possible fixed, that is, free from processing or manipulation. We need to make the most of the technological platform and optimize the management of common content between regular campaigns. Most platforms have a Shared Content function, which consists of hosting blocks of content that can be used in different campaigns as needed.
This resource is very useful for hosting campaign headers and footers, as well as menus, logos, social networks, contact information, etc.), but you can also go further and use it to host common content that can be used in more than one campaign, such as promotional banners, service modules or e-commerce benefits, or even dynamic and personalized content such as cross-selling, birthday campaigns or loyalty programs. The main advantage of relying on Shared Content is that, when a content change occurs in any of the aforementioned elements, it will be replicated to all the pieces (transactional emails, automations, commercial campaigns) that contain it.
However, during promotional periods, where there are conditions applicable for short periods of time (sales, promotions, Black Friday), it is preferable for legal texts to be in a separate module from shared footers and to be treated as another text element of the campaign.