How Marketers Manage Worldwide Email Campaigns?

A recent study conducted by Lionbridge found out that three- quarters of marketers who carried out worldwide Email campaigns claimed that they do not uphold a list of provincial preferences, instead they managed localization on an ongoing basis. Moreover, the study highlighted the fact that 57% of marketers surveyed claimed that they do customize or translate email copy for specific countries or regions, and 53 % also formed multiple versions of their Web links.

The Lionbridge study, which was conducted in 25 countries surveyed 570 marketers of which 47 % of the respondents claimed that they customized images, 45 % of the respondents agreed to brand messaging, respondents who preferred call- to -action and colors for specific locations are 43% and 19 % respectively.

Most of the marketers (35.6%), who participated in the survey stated that they executed email marketing system. Likewise, 31.4 % of marketers used marketing automation system. Surprisingly, the research demonstrated that only 7.2 % of marketers used an external agency for email.

Furthermore, the study noted that 64.1% of the respondents handled global campaigns centrally at their company headquarters. The opinion of who is responsible for email marketing, varied from company to company as 34.4% of respondents opined that it is the responsibility of digital marketing in their organization. Whereas 40.2 % said that it is the responsibility of Marketing operations in their organization. And the rest split up amongst customer care, promotions/program management, and “other.”

When the respondents were asked about their motivations for running email campaigns they said that they run worldwide email campaigns for several reasons, which includes,

  • Consumer engagement (74%)
  • Consumer acquisition/product sales (63.3%)
  • Product announcements/news (71.3%)
  • Brand awareness (57.9%)
  • Consumer service (45.3%)
  • How interests are chosen?

Last but not the least the study spotlighted on compliance and frequency, while answering this question, 60.4% said that an internal team within their organization manages global privacy and legal compliance for email programs and 26.1% stated that their email system handles it. On the other hand 45.2% of participants place no restrictions on the frequency of worldwide email campaigns.

Author: Robert Duke
Robert Duke is a Marketing Manager at Blue Mail Media. With over 10 years of experience across B2B Marketing, Lead Generation, and brand marketing, Duke has helped several SMBs and large-scale organizations to elevate their marketing strategies.

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