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RUNNING AN INTERNATIONAL EMAIL marketing PROGRAM,[object Object],Tamara Gielen,[object Object],October 1, 2009,[object Object]
Agenda,[object Object],How do you organize yourself?,[object Object],Dealing with multiple languages & cultures,[object Object],Segmentation & testing considerations,[object Object],Other considerations,[object Object]
How do you organize yourself?,[object Object]
Some things to consider…,[object Object],Which are the main countries and languages that you want to focus on?,[object Object],Do you have staff in those countries? ,[object Object],Do they have the right skills?,[object Object],Do they have the resources?,[object Object]
What can you manage centrally?,[object Object],Best practice sharing,[object Object],Internal newsletter, wiki, shared network folders,[object Object],Image & content repositories,[object Object],Templates,[object Object],Operations,[object Object],Infrastructure & vendor management,[object Object]
More things to consider…,[object Object],Do you have the data that you need to localize? ,[object Object],Localize your newsletter sign-up forms!,[object Object],Do you have the right infrastructure in place?,[object Object],Invest time in introducing robust processes,[object Object]
Growing your database,[object Object],Make sure your infrastructure can deal with special characters!,[object Object],Use all your current touch points ,[object Object],If you pay for traffic to your website, make sure you at least capture an email address! ,[object Object],Other ways to build your email list?,[object Object],Advertising in or dedicated emails to 3rd party lists,[object Object],Co-registration on trade pubs,[object Object], Get them to sign up to your newsletter!!,[object Object]
Dealing with multiple languages & cultures,[object Object]
The power of localization,[object Object],Translation is not enough, your content needs to be localized,[object Object],Content, images, forms, currencies…,[object Object],German Germanvs Austrian & Swiss German,[object Object],Add key local content, events, holidays etc. ,[object Object],Does your template work for other languages?,[object Object],Watch out with coupons and sweepstakes,[object Object]
Some things to consider,[object Object],Segmentation & Testing,[object Object]
Some things to consider…,[object Object],The more your emails are segmented, the better the response and the higher the response. However… the cost of doing this in multiple languages could be prohibitive.,[object Object],Be careful extrapolating test results from one country to another – what works in one country doesn’t always work in another country.,[object Object],Focus on automated/triggered emails – you create them once and you update them once/twice per year,[object Object]
Other things to consider,[object Object],When do you launch your campaigns?,[object Object],Probably not during siesta time in Spain ;-),[object Object],You don’t have to care about opt-in/opt-out legislation in different countries…,[object Object],… if you have permission!,[object Object]
Email: 	tamara@tamaragielen.com,[object Object],Phone:	+32 477 666 930,[object Object],Website:	www.tamaragielen.com,[object Object],Blog:		www.b2bemailmarketing.com,[object Object],Twitter:	@tamaragielen,[object Object],Linkedin:	www.linkedin/in/tamaragielen,[object Object],Thank You!,[object Object]
About Tamara Gielen,[object Object],Independent email &digital direct marketing expert,[object Object],10 years of experience in online & direct marketing, 8+ years in email marketing,[object Object],Cognos, eBay, Ogilvy…,[object Object],Blogger ,[object Object],www.b2bemailmarketing.com,[object Object],Community Manager,[object Object],www.emailmarketersclub.com,[object Object],Consulting,[object Object],I advice companies on how to optimize their email marketing strategy to drive better results.,[object Object],Coaching,[object Object],I guide and coach marketers when they are rolling out or optimizing their email marketing program.,[object Object],Training,[object Object],I teach (private) courses and facilitate workshops & brainstorm sessions on email marketing & social media.,[object Object],Who am I?,[object Object],What do I do?,[object Object]

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Running An International Email Program

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