The psychology behind high-converting emails

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As users respond to companies who tailor their services according to their needs, localization is a means for building a strong connection with the market. What is a localized email marketing campaign? Email localization is the process of adapting your email marketing (emails about your service or product) to the needs of international users, including their language and culture. Before you localize your emails, see if you’re following all the email marketing best practices! Why localize? Connecting with a multicultural consumer base is of vital importance to some of the largest global brands.

In the u.S. Alone, multicultural consumers female number data user list are the fastest-growing segment, with over million in number and adding another million every year, as per a nielsen report. This includes hispanics, african-americans, and asian americans who make up of the total population of the u.S. Out of their total buying power of trillion, hispanics contribute trillion, and trillion is the combined buying power of african americans, native americans, and asian-americans as per newswise.

Your email communication has to highlight authenticity, local imagery and a genuine sense of community for consumers having a diverse cultural background. When sending emails to an international audience, nuances such as everyday communication, device usage, trust, seasonal sales, diversity, and even color perception should be taken into account. Let’s take the example of the localization strategy employed by mcdonald’s in india. They don’t have beef or pork in their menu since these meats have a religious sentiment attached.