10 Replies Latest reply on Nov 2, 2016 12:48 PM by Sanford Whiteman

    Best practice for multilingual marketing activities?

    Daniel Koch

      Hi,

       

      Our core business is located in DACH (Germany, Austria, Switzerland) but a couple of weeks ago we started to attract English speaking user's attention. Additional to our marketing activities in German we're planning to set up marketing activities in English.

       

      My questions are:

      1. What are your good or bad experiences concerning setting up multilingual marketing activities?

      2. For newsletters: Would you recommend multilingual programs or one program for each language? (I know this depends on the target of the campaign, but I think both ways have some advantages and disadvantages)

      3. What are your experiences with segmentation?

       

      Looking forward to discussing and sharing thoughts with you.


      Greetings,

       

      Daniel

        • Re: Best practice for multilingual marketing activities?
          Frank Breen

          People will have many different solutions here, but here's how we do it for a Single Workspace setup:

           

          1. What are your good or bad experiences concerning setting up multilingual marketing activities?

           

          Our focus language is English but most of our Global Campaigns are in German, Spanish, Italian and French, to do this we create the master program in the main language and then nest the translated communication in Emails Send program, like this:

           

          Screen Shot 2016-10-27 at 09.39.13.png

          Our content is tokenised so this structure works well, as we create our main language content in the Main Program, then we can override every token in each nested email program, this makes it quick and easy to change the content plus we can reuse common tokens through all sends without doing any extra work.

           

          Also note having everything 100% translated in language for that market works better and you'll see a bigger pickup in your marketing activities than only communicating in your local language, i.e. English language people may not know German and vice versa.

           

          2. For newsletters: Would you recommend multilingual programs or one program for each language? (I know this depends on the target of the campaign, but I think both ways have some advantages and disadvantages)

           

          We use the above setup.

           

          3. What are your experiences with segmentation?

           

          Language segmentation works well and is a solution I have deployed before, one drawback is that if you use language as a segmentation you can't then do further segmentation on that down the line as people can only be in one segment at a time, i.e. if you wanted to send an email to people in Education and in English, then you will have to be in one or the other.

          • Re: Best practice for multilingual marketing activities?
            Daniel Koch

            Thank you very much Frank for your answer. Sounds really good to me! :-)

            • Re: Best practice for multilingual marketing activities?
              Iryna Zhuravel

              We localize in 8 different languages, use segmentation and dynamic content extensively, but I am currently rebuilding the whole thing.

               

              I would strongly recommend using language preference field in conjunction with country/region and not to assume that people want to receive content in certain language just because they are from a specific country, we had a lot of issues with that.

               

              I used to be a big fan of dynamic content, but recently I saw the light and we are now moving to scripted tokens   imho they are much-much more scalable and convenient

                • Re: Best practice for multilingual marketing activities?
                  Justin Norris

                  No matter how you slice it, localization and multi-language stuff is a significant extra effort. Uni-lingual companies don't know how easy they've got it .

                   

                  We've built out some fairly complex programs for clients using a single multi-lingual program template, with all assets made dynamic with a language segmentation, and then tokenizing the whole thing so you skip the editors completely (never touching the editors is key for making this efficient).

                   

                  We have kept all the tokens at the main program level, still keeping common tokens universal but having localized versions for everything that requires it. If you have a very clear naming convention, it is quite manageable and fast to deploy.  

                   

                  I really like the idea of nesting the email programs to be able to re-use all token names (as in Frank's approach), but seems like this only works for batch and blast. We also try to reduce the number of smart campaigns etc. that need to be activated. Basically the fewer things you need to touch and change, the faster it is and the less risk of error.

                   

                  Iryna Zhuravel I would be interested to hear more about your experiences, pain points, and the benefits you're hoping to gain with scripted tokens vs. dynamic content.

                   

                  The ability to "segment" by multiple variables using the velocity tokens I am aware of and it is a benefit for sure.