1. RUNNING AN INTERNATIONAL EMAIL marketing PROGRAM Tamara Gielen October 1, 2009

2. Agenda How do you organize yourself? Dealing with multiple languages & cultures Segmentation & testing considerations Other considerations

3. How do you organize yourself?

4. Some things to consider… Which are the main countries and languages that you want to focus on? Do you have staff in those countries? Do they have the right skills? Do they have the resources?

5. What can you manage centrally? Best practice sharing Internal newsletter, wiki, shared network folders Image & content repositories Templates Operations Infrastructure & vendor management

6. More things to consider… Do you have the data that you need to localize? Localize your newsletter sign-up forms! Do you have the right infrastructure in place? Invest time in introducing robust processes

7. Growing your database Make sure your infrastructure can deal with special characters! Use all your current touch points If you pay for traffic to your website, make sure you at least capture an email address! Other ways to build your email list? Advertising in or dedicated emails to 3rd party lists Co-registration on trade pubs  Get them to sign up to your newsletter!!

8. Dealing with multiple languages & cultures

9. The power of localization Translation is not enough, your content needs to be localized Content, images, forms, currencies… German Germanvs Austrian & Swiss German Add key local content, events, holidays etc. Does your template work for other languages? Watch out with coupons and sweepstakes

10. Some things to consider Segmentation & Testing

11. Some things to consider… 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. Be careful extrapolating test results from one country to another – what works in one country doesn’t always work in another country. Focus on automated/triggered emails – you create them once and you update them once/twice per year

12. Other things to consider When do you launch your campaigns? Probably not during siesta time in Spain ;-) You don’t have to care about opt-in/opt-out legislation in different countries… … if you have permission!

13. Email: tamara@tamaragielen.com Phone: +32 477 666 930 Website: www.tamaragielen.com Blog: www.b2bemailmarketing.com Twitter: @tamaragielen Linkedin: www.linkedin/in/tamaragielen Thank You!

14. About Tamara Gielen Independent email &digital direct marketing expert 10 years of experience in online & direct marketing, 8+ years in email marketing Cognos, eBay, Ogilvy… Blogger www.b2bemailmarketing.com Community Manager www.emailmarketersclub.com Consulting I advice companies on how to optimize their email marketing strategy to drive better results. Coaching I guide and coach marketers when they are rolling out or optimizing their email marketing program. Training I teach (private) courses and facilitate workshops & brainstorm sessions on email marketing & social media. Who am I? What do I do?