'

Going International

Понравилась презентация – покажи это...





Слайд 0

Going International How to Localize your Email Campaigns


Слайд 1

The "Mr. Worldwide" Award Goes To... Jacques Corby-Tuech Curse Inc @iamacyborg Ros Hodgekiss Campaign Monitor @yarrcat


Слайд 2

Understand: The localization opportunity Content and compliance challenges Learn about: The tools and techniques used The key players that should be involved in localization See: Real-world examples of international email campaigns What You'll Get From This Talk


Слайд 3

More than 70% of the world’s 2.3 billion Internet users are not native English speakers


Слайд 4

56.2% of consumers say the ability to obtain information in their own language is more important than price.


Слайд 5

Mo' Languages, Mo' Problems


Слайд 6


Слайд 7


Слайд 8


Слайд 9

Hard, but not impossible


Слайд 10


Слайд 11

Regional Organizations Local teams Sometimes multiple agencies Franchised businesses One Central Organization Less local knowledge One agency/ESP Central management Who Sends International Campaigns?


Слайд 12

Example: ETX Capital All handled from UK office Translated in-house & agencies All HTML managed in-house 21 distinct websites 18 languages One ESP


Слайд 13

6 continents, 100 countries Campaigns managed by local offices Use one Campaign Monitor account Example: British Council


Слайд 14

Example: British Council


Слайд 15

Example: Birchbox


Слайд 16

What type of company are you? What resources do you have?


Слайд 17


Слайд 18

… will save your life. Agile Collaboration Tools


Слайд 19

… will save your life. Agile Collaboration Tools


Слайд 20

Time zone differences Production Translations Signoff You Need More Time


Слайд 21

Delivery rates - as well as opens and clicks - differ from region to region China has very low daily delivery thresholds (Tencent, QQ) May be necessary to "batch send" Engagement & Delivery: Different Conditions


Слайд 22

Legislation, by region: US: The CAN-SPAM Act Canada: CASL Europe: Privacy and Electronic Communications Directive China: Regulations on Internet Email Services Australia: The Spam Act Email opt-in is king. When in doubt, talk to your ESP Compliance: Different Laws in Different Regions


Слайд 23

Not all promotions are created equal: Sweepstakes in Massachusetts Sweepstakes in Quebec Gambling around the world (FCA, CYSEC, FSP) When in doubt, consult a legal professional Compliance: Different Laws in Different Regions


Слайд 24


Слайд 25

Quiz Taiwan: Traditional, or Simplified Chinese?


Слайд 26

Languages vs. Regions


Слайд 27

A Multi-Regional Approach Links to Language Versions "All-in-One" Blizzard example Global Eyes example


Слайд 28

Geo-Targeting vs. Preference Centers | Language Segments, Dynamic Content A Multi-Regional Approach Campaign Monitor dynamic header


Слайд 29

One Size Doesn't Fit All


Слайд 30

Click here Cliquez ici ???? kliknete zde klicken Sie hier bitte ?????????? ???????? кликнете тук


Слайд 31

Cultural differences Appropriate imagery Body language and facial expressions Hands, feet and eyes in Asian cultures Tone: Swiss are punctual, Italians emotional It's the Little Things....


Слайд 32

Spelling & Grammar (British vs. American English) Dates and times (including pesky daylight saving time) Currencies It's the Little Things....


Слайд 33


Слайд 34


Слайд 35

Direction & Character Encoding Right-to-left Arabic Hebrew Line-breaks break things Thai Chinese (x2!) Encoding Greek Russian


Слайд 36

Character Encoding Encoding - depends on your ESP


Слайд 37

Right-to-Left style="text-align:right; direction:rtl;" <html dir="rtl">


Слайд 38

So Many Preferences


Слайд 39

So Many Preferences


Слайд 40

Remember… Companies Process Design HTML & Code Don't think you'll be doing everything, all by yourself. In Summary...


Слайд 41


Слайд 42

Merci ! Thank You! Jacques Corby-Tuech Curse Inc @iamacyborg Ros Hodgekiss Campaign Monitor @yarrcat


×

HTML:





Ссылка: