How to Localize Your Email Marketing Campaigns

You’ve likely seen the signs – sometimes in hard-to-miss-places: “World Cup.” “Election Day.” “Holiday.” When you’re in the busy holiday season, you might notice a lot more people advertising, especially in places that you frequent. You know exactly what I mean: the stores, restaurants, gas stations, etc. that you visit regularly. Since most of these places are completely unmonetizable (places of worship, social services sectors, etc.), it’s difficult for them to budget for expensive advertising campaigns during the critical times. That’s where email marketing comes in. Email marketing is a fantastic way for small businesses to localize their campaigns and get the word out to people in their target area – all while keeping costs down.

The Need For Localization

You’ve probably seen the news – or at least heard about the news – about global brands being forced to retreat and pull out of marketing in specific areas due to government regulations and restrictions. An example of this is the COVID-19 (also known as the “novel coronavirus”) pandemic. Most businesses and organizations were thrown off-guard by the pandemic and didn’t prepare well for the influx of customers who needed goods and services. As a result, they lost a lot of money and had to close their doors. It is highly unlikely that these companies will ever recover financially, and for some, it’s already too late. When this happens, it’s usually because the company didn’t take the time to localize their marketing campaign and get the word out to potential customers in places that are relevant to them.

The need for localization in the context of a pandemic is obvious. While the rest of the world is focused on stopping the spread of the virus, the people in the area that the business operates in are focused on getting their supplies and services needed to continue operating.

Localization Is Crucial

When a business has customers in multiple locations, it’s crucial that the marketing campaigns are localized. With traditional methods of marketing, such as radio ads and billboards, a business can reach a large audience, but it won’t be able to connect with everyone. Localization allows a business to tailor their message to a specific audience, increasing the chance of converting some of those audience members into actual customers.

Why Email?

You may be wondering why email marketing when there are so many other platforms that can be used to reach customers. The answer is twofold: first, because not all customers are always on social media, and second, because it’s a versatile and cost-effective way to reach an audience. Email is a fantastic tool for reaching customers because it is relatively cheap and easy to implement. Small merchants can have an email list (often referred to as an “email marketing list”) with hundreds and sometimes even thousands of contacts, enabling them to target and communicate with specific groups of people.

How To Localize Your Email Marketing

Now that you know the importance of localizing your email marketing campaigns, let’s take a look at how you can do this effectively. We’ll discuss five ways that you can localize your email marketing and increase the effectiveness of your campaign.

Find Your Unique Selling Point

Every business has a unique selling point (USP). This is the exact opposite of a marketing slogan, which is generally a dull and boring phrase used to describe a product. A USP is different because it is something that only you can provide, and it is something that will make your customers want to come back for more. When someone walks into a retail store and sees a display of beautiful shoes, but the store doesn’t offer footwear, the customer will immediately think of the uniqueness of the shoes they are looking at and may not even register the brand. However, the store owner can provide good service and superior prices, and the customer may come back a second time or be convinced to make a purchase after all. A unique selling point can be anything from the type of hair products you sell to whether you offer in-house counsel or online marketing services.

Make Sure Your Campaign Is Relevant To The Location

When you’re deciding where to focus your efforts when marketing your business, it’s important to look at the demographics that are relevant to your target area. For example, if you plan on marketing to the community of Seattle, relevant demographics include residents who are interested in technology, startups, and digital marketing.

It’s also important to consider the language that your target audience uses. Are they reading marketing emails in English, or do they prefer to read materials in their native language? You can use tools like Google Analytics to measure the language that your visitors are using and ensure that all of your marketing materials are accessible to all of your audience. For example, if you notice that most of your traffic is coming from Germany, you may need to consider changing the copy on your website to ensure that it is easy for German speakers to navigate.

Determine The Target Audience

The first step in localizing your email marketing is to determine the target audience. This is a general rule in marketing: you must know who you’re addressing to and have a clear understanding of how to reach them. When someone sends a message to a list of recipients, there is a good chance that they will not all read the email, especially if it’s a lengthy one. To ensure that your message is getting to the right people, you can segment your email list based on age, gender and industry. You can also use tools like Google Analytics to determine the regions and countries that your target audience comes from.

It is important to keep in mind that not all women will respond well to a marketing email from a male-owned business, and not all millennials or Gen X will appreciate an email from an organization that was founded in the 20th century. Knowing who your target audience is and how to reach them is crucial to the success of your email marketing campaign.

Create Keywords And Matching Phrases

Once you’ve determined the target audience, you can use tools like Google Keyword Planner and Google Autocomplete to find the most relevant and popular keywords for your niche. It is also a good idea to look at the competition in your niche to see what keywords they are using and how they are using them. You can create a keyword list that includes the most relevant and popular keywords for your niche. When someone types in a phrase or keyword in the search bar of Google, the results that appear are usually advertisements or sponsored content pieces that match the searcher’s keyword. You can take this one step further and enter your main keyword (name of your business, company website, etc.) in the ad group to ensure that you get credit when potential customers see your listing.

Craft An Effective Call-To-Action

The next step in localizing your email marketing is to craft an effective call-to-action (CTA). A call-to-action is a phrase, sentence, or words that encourage the reader to take some type of action, such as making a purchase, filling out a form, or visiting a particular website or social media account. The call-to-action should be easy for the reader to understand and connect with. Craft a CTA that will engage your audience and get them to take the desired action.

Measure The Results Of Your Campaign

Finally, you need to measure the results of your email marketing campaign to determine its effectiveness. Google Analytics is ideal for this task. You can track the following metrics with Google Analytics:

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