Marketeers are increasingly finding that they need to communicate to a global community. Audiences have become more sophisticated, and mass marketed emails, without customisation, are no longer acceptable.

So, how do you fully convert your emails into different languages in order to provide your audience with the tailored message they expect?

TranslateMedia are corporate translation specialists. Their portal service connects companies to more than 2,000 certified translators, covering over 55 languages. As a translation agency, it is vital for TranslateMedia to deliver email messages in the native language of their target market. Dymock Brett of TranslateMedia explains how they are reaching their International database, with tailored email marketing campaigns.

How are TranslateMedia using email marketing?

TranslateMedia currently send newsletters and promotional eshots, featuring new products and services. In addition to being a sales channel for generating new business, it also allows them to remind existing clients of the company's services.

Their newsletter promotes TranslateMedia's free-translation tool, directing readers to their website to use this new feature. It also offers a demonstration of the portal - TranslateMedia's proprietary technology, which allows 24/7 access to teams of specialist professional translators, used by many leading media, legal, and financial firms worldwide.

Dymock states "The goal of our email marketing is to create increased awareness of our service and technology tools, and to increase traffic through the TranslateMedia website. We hope to increase its use in the future months, as we see it as key to maintaining good communication with current and future clients."

Full Conversion of email into multiple languages

TranslateMedia are able to send emails in the native languages of their target markets using Pure's email marketing software PureResponse because the language modules within PureResponse support native character sets for over 24 languages, ensuring the message content & HTML isn't broken on delivery by any unsupported characters.

Hosted landing pages such as 'unsubscribe' and 'send to a friend' are also provided with each language module. These are essential as not only do they ensure that the recipients have the foremost experience, but also guarantee that the emails comply with legal requirements and best practice guidelines.

PureResponse is a hosted platform; enabling TranslateMedia to send emails from several offices, in various countries, and to collaborate on the same marketing projects easily without a complex exchange of material.

Which other factors contributed to the campaign's success?

Dymock explains how their campaigns have been successful thanks to valuable advice from his account manager at Pure. "Pure provided guidance on HTML design to ensure maximum deliverability, reducing the chances that the mail would be filtered out or delivered into junk mail-boxes. As well as tips on increasing deliverability, we were recommended to include dynamic, personalised content within the mail."

Sounds great, so what were the results?

Dymock breaks it down. "From one of our International campaigns, there was a 20-30% open rate, from five mail-outs, each ranging from 100 to 3000 contacts, with a 10-15% click through rate from those who opened mail. 1 - 3% unsubscribed to the newsletter. 15 - 20% of emails were not received or bounced and there was 1 - 2% replies rate/sent to a friend."

"It has allowed us to contact a wide audience in differing countries, receiving a positive response throughout, with a good open and click-through rate.  Full customisation of our email campaigns is invaluable to us and we intend to increase our use of email, and hope for even more successful results in the future."

The PureResponse system allowed comprehensive analysis of their mailshot; showing the percentage of e-mails sent that were not received, whether they bounced or went to invalid addresses, and much more. By analysing and acting upon these results all future email campaigns were guaranteed the best chance of succeeding.