Email can help strengthen customer acquisition and retention efforts among local audiences. Brands can localize their emails by mentioning a nearby event, including the local language and local currency, leveraging local talent and more. Analyzed brands have increased these efforts, localizing over one in five emails in the first quarter of 2019, up from 18% in the first quarter of 2018. Fashion-led the charge with a 27% localization rate.
Brands’ efforts to localize their emails resonates with regional audiences, as these emails garner a 10% higher open rate than nonlocalized emails. Along with their leading investment in email localization, fashion brands witnessed the highest lift. Brands focus their localization efforts most often in established Western markets; for instance, 23% of emails sent to the U.K. were localized, while just 3% in Brazil were.
Salvatore Ferragamo and L’Occitane en Provence demonstrate effective email localization strategies, leveraging a mix of bespoke and scaled content across their regions of focus. For instance, during a clearance sale, Ferragamo sent product-related emails to customers in multiple countries, using a consistent blueprint with a hero image at the top. However, the fashion brand used local production assets and language to maximize relatability. Other times, the brand dedicated unique content to a region, like its Chinese New Year campaign sent to countries in the APAC region.
L’Occitane, meanwhile, issued an even broader array of email types. The beauty brand pushed loyalty-related emails to members in India, for example, including redeemable products shown in the local currency. It blasted discount emails in diverse locations, ranging from Russia to France to Brazil, using unique creatives. In another instance, it hosted a local giveaway in the U.K., where it used local vernacular, with an email subject line reading “24 Hrs Left to Get Your Free Brolly.” Across its regional sites, L’Occitane generated 5% of its desktop site traffic via email, compared to 2% among overall brands.