Newsletter marketing campaigns – why is content translation so important? 

Sometimes a freelancer who has hitherto handled assignments developed with foreign markets in mind, ultimately fails. Whether it is illness or too many accepted projects, it doesn’t really matter to your main supervisor. Time is of the essence, and the clock is inexorably ticking. This is not a weakness of either the department you lead or the project you oversee. These things happen in business, so it is worthwhile to react to them quickly. 

Marketing translation does not only require knowledge of the foreign language. Cultural context and knowledge of the issues, as well as the problems and challenges specific to the chosen buyer persona are also important. However, before we get into the detail intrinsic to translation of marketing texts, let’s start from the beginning, i.e., with a newsletter that is to reach a foreign audience. 

Why choose email marketing as a form of brand promotion? 

Social media profiles, search engine advertising campaigns, the publication of expert articles on the company’s blog – these are three forms of online brand promotion that everyone following their favourite (selected) e-commerce business is bound to know. Many of us have encountered a newsletter invitation during our first visit to a web shop or having made our first transaction. 

More often than not, we are being convinced to join a mailing list by discount codes for our first or subsequent purchases or a discount for a specific product. Some people immediately close the pop-up window when they enter the online shop, while others give in to temptation, as a result of which they gain a coveted discount and their address is added to the list. 

We often sign up to a newsletter list when we make our first purchase. By ticking the marketing consents under the form with your order details, you express your wish to receive emails about news, promotions or industry highlights. 

This is one of the advantages of this form of brand promotion. Using automated solutions, a selection of informative, sales or activation content can be sent to multiple customers simultaneously. The recipient can refer to it at any time. All they need to do is opening their mailbox. As they reads the message and looks at the pictures (usually of specific products), they can click on the link provided or save the promo code for later. They won’t read the email right away? The app on their phone will certainly remind them of an unread message. 

Mailing not only to customers – newsletters as a way of corporate communication 

Marketing content translation in mailing as a way to communicate internally? We know it well! 

Newsletter campaigns are not just a way for us to get the word out about a new service, article or promotional translation services. We also send emails to our translators, informing them of important company events, news in the order panel or interesting facts related to content translation. News about creative marketing translations are very popular in our organisation, especially those closely related to SEO and keywords.

Spring season newsletters – how to plan effective campaigns? 

This is the last moment to put the final touches on spring marketing campaigns. Also, the content of the newsletters – both text and images – should already be finished. This is important if the campaign is also to be run in foreign markets, so that one has enough time to translate messages and slogans from graphics. 

Valentine’s Day, new spring collections, the presentation of Christmas products – e-commerce industries can choose many occasions to advertise their products even more intensively. How to plan an effective mailing campaign? 

Analysis of previous campaigns – or marketing learns from its mistakes 

When starting to plan a spring or occasional newsletter campaign, it is worth analysing previous marketing texts that have been sent to customers. Each mass mailing tool has reports and specific data – the number of times a message has been opened, the number of times a link has been clicked, the number of people who have unsubscribed or reported spam. Based on this data, it is therefore possible to analyse what is interesting to recipients and what makes them decide to opt out of the mailing. 

It is also important to keep up to date with trends. What worked for the campaign three years ago will be outdated today – if only because of the lack of pandemic restrictions. It is also worth looking what competition is doing. Copying content is not legally or ethically permitted, but it is always worth looking at the activities of similar online shops, drawing adequate conclusions and… staying one step ahead of the competition. 

To whom are the emails sent? 

A mailing campaign is, or at least should be, created with a specific audience in mind. It is therefore worth analysing audience segments and, if possible, dividing the base into smaller subgroups. Individual customers expect a different type of content than corporate customers do. 

It is also worthwhile for the marketing department to work closely with the sales team when creating a marketing campaign, as they know best which customer segment is the most profitable. With the help of colleagues who deal with contact and customer service on a daily basis, it will certainly be possible to tailor advertising content to the target group. 

The basis of mailing? Action plan! 

When starting work on a mailing campaign, it is a good idea to write out the action plan in detail and set specific targets – also in figures, such as the percentage by which sales are to increase. By analysing the subsequent result of messages opened, links clicked or discount codes used, it will be possible to draw specific conclusions. 

The activities, i.e., the planning of the content, graphics, and translation of the marketing text, will also be strictly dependent on the specific occassion that promtps the sender to direct the emails to the recipients. In the fourth quarter of the year, it is usually holidays, sales or free delivery days. 

Translating marketing materials and creating customer relationships – does success depend on email? 

Can success stories of companies during the newsletter campaign period write emails? It all depends on a good strategy, interesting content and of course – as it is the selling season – also promotions. 

It is also worthwhile to take care of every element of a mailing campaign in foreign markets. For content aimed at foreign language audiences, translation is paramount. An online translator or knowledge of grammar is not enough. One needs an experience as a translator, knowledge of the relevant market and the ability to localise the text appropriately for a given territory or social group. 

Good marketing translation can support the sales process and help build brand trust. This, in turn, is an important step towards a successful purchase and creation of a pathway for returning customers. 

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