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,
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.