I recently spent a day and a half in Munich, Germany, taking part in the MarketingSherpa Email Summit and leading an optimization workshop.
The event brought together a diverse panel of presenters with very interesting case studies. Although the majority of attendees were, of course, from Germany, I also had the opportunity to meet marketers from France, Spain, and the UK.
For the most part, I found that European marketers face similar challenges as we do in the US, such as increasing their house list, improving the registration process, and optimizing their welcome email series.
However, I would say that two of the most popular topics of the event were multi-language campaigns and relevant content.
The importance of relevance (Relevanz, pertinence, pertinencia)
European marketers have the good fortune of access to many diverse countries in which to expand their markets, but these diverse markets are also a daily challenge. To remain competitive, these marketers need to consider localizing their campaigns in at least four of the EU’s top languages: English, French, German, and Spanish. And, as if they haven’t enough to do, they really ought to consider Italian or Portuguese.
It is not enough to just have a good database program or the technical capability to manage multiple languages. Among the many cases presented, success stories came from those that had a multi-language team that proofread and localized content. Even better off were the folks who had a multilingual, multicultural team (sort of a polyglot SWAT unit, if you know what I mean) to adjust campaigns to customers’ specific needs by country.
One interesting case presented by Avid Agency showed significant increases in clickthrough and conversion rates by localizing not only the copy but also prices. The campaign targeted Danish and Finnish consumers. They tested three variations of the same campaign:
- Copy in English and prices in Euros
- Copy in Danish or Finnish and prices in Euros
- Copy in Danish or Finnish and prices in local currency
The third variation yielded the highest results, showing that even though there is one common currency for EU countries, local currency is still important and including it in an offer can make a difference. Consider whether this strategy might be more relevant for B2C companies than B2B companies?
The summit reaffirmed a key lesson for all marketers, wherever our target market is and whichever languages it speaks: the more relevant the email content, the higher the open, clickthrough, and conversion rates will be.
If you are concerned about your email frequency, I’d suggest looking first at how relevant your emails are and then worry if you have the right frequency.
Now it’s time to enjoy a good German beer and the cool spring weather here in Munich. Auf Wiedersehen!
[Editor’s note: Don’t forget to bring back those Hofbräuhaus München goodies and samples for the team, Gaby.]