Email marketing is one of the most powerful digital marketing channels and a valuable tool for global business growth and engagement. However, you’ll need to approach email carefully to get the most out of it.
Different audiences have different cultural values and expectations, especially when it comes to email advertising. A localized email marketing strategy helps businesses connect with global subscribers and overcome geographic barriers.
This guide will explain what an email campaign is, explore various approaches, and recommend best practices for successful email campaigns that resonate with international audiences.
What is email marketing?
Email marketing is the practice of sending targeted emails to potential or existing customers. The goal may be to inform, engage, or convert, or all of the above.
An email marketing strategy starts with choosing an email service provider (ESP) to manage campaigns and track performance. These platforms help businesses market to their email list, a collection of subscribers who have opted in to receive emails. It’s up to the company’s marketing team to create compelling content with calls to action that engage leads and customers.
Companies that want to reach global consumers should also localize their marketing emails . This includes adapting the email’s language and cultural references to specific target markets. Localization improves the relevance and engagement rates of an email marketing campaign with international audiences.
Email Advertising: 8 Types of Email Marketing
There are many different types of email marketing campaigns, each with a different purpose and engagement strategy. Here are some of the most common types:
1. Transactional emails
Transactional emails are sent after a customer takes specific actions, such as making a purchase or resetting their password. These emails provide essential information and build trust.
Transactional emails tend to have high engagement rates because recipients expect them. When tailored appropriately, they provide opportunities to cross-sell or up-sell customers on additional products and services.
2. Promotional emails
A promotional email campaign showcases new products, events, and special offers. It includes a strong CTA to create excitement and encourage your audience to take action.
Examples include:
Newsletters: Updates and benin whatsapp number data 5 million tips to keep your audience engaged.
Announcements: Introducing new products, features, and events.
Special offer campaigns: highlighting promotions and discounts.
Promotional emails are typically designed for a broad audience. However, an email ad or newsletter that works in one region may not resonate in others due to cultural, linguistic, or economic differences. Email marketers should tailor promotions based on regional preferences and price sensitivities.
3. Abandoned Cart Emails
Customers often add items to their online cart but fail to complete the purchase. Abandoned cart emails remind recipients of their unfinished shopping journey and encourage them to return, helping businesses recover lost sales.
Abandoned cart emails the second part of the value a company generally perform well, with high open and click-through rates. Their conversion rates are also impressive; nearly half of recipients who engage will eventually complete the purchase.
The reasons for cart abandonment can vary by region, as the economic situation and purchasing patterns of customers may differ. Identifying issues specific to your target market (such as high shipping fees or late deliveries) can help businesses minimize cart abandonment rates.
4. Lead Nurturing Emails
Lead nurturing emails guide customers through the buying journey with helpful insights and demonstrations b2b phone list of the value of your product or service. These campaigns can include:
Educational content : Help leads make informed decisions.
Product information: Adapt your proposal to the recipient’s current challenges.
Testimonials and case studies: Demonstrate the value of the product or service.
The lead nurturing process can vary by region, as different audiences value different proof points. Companies must adjust their approach to effectively establish trust in each target market.
5. Re-engagement emails
Re-engagement emails invite inactive customers or subscribers to return to your business. Your tactics might include:
Product updates: Alert existing customers to new features or improvements they may have missed.
Incentives: Offer discounts or special offers.
Surveys: Find out why the recipient churned.
Re-engagement emails also maintain a healthy sender reputation. Encouraging recipients to engage and removing unresponsive contacts from your list will reduce bounce rates and spam complaints in the long run.
6. Upsell and cross-sell emails
Upselling and cross-selling build brand loyalty and increase customer lifetime value. Both campaigns capitalize on existing customer relationships, making them cost-effective ways to generate new revenue streams.
Upsell emails: Recommend premium or up-level versions of subscribers’ previous purchases to enhance their experience.
Cross-sell emails: Encourage customers to consider new products and services that complement previous purchases.
Upsell and cross-sell email campaigns serve existing buyers with an enhanced value argument. They’re most effective when personalized based on past behaviors and preferences.
7. Relationship Building Emails
Not every message has to sell something. Some email marketing campaigns aim to strengthen customer loyalty and create deeper connections, turning buyers into brand advocates.
Emails that build customer relationships include the following:
Surveys: Collect feedback and improve customer engagement.
Loyalty Program Ads: Notify customers about rewards and perks.
Milestone campaigns: Celebrate an anniversary or brand-related achievement.
Email frequency and expectations of formality differ across cultures. Some audiences appreciate regular check-ins, while others find them annoying. Companies should tailor their approach to each target market using demographic research.
8. Seasonal emails
Holidays and special occasions are great opportunities to capitalize on customer excitement. You can alert subscribers to upcoming sales and promotions while also appealing to relevant cultural attitudes and customs to create a memorable connection.
Holiday calendars vary greatly across global regions. To increase audience engagement, incorporate locally significant events into your email marketing strategy.