Creating a multilingual email subscription experience with HubSpot by Bret Peters Fig Leaf
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The document discusses creating a multilingual email subscription experience. It describes how the U.S. General Services Administration used Fig Leaf and HubSpot to provide content to citizens in English and Spanish. Topic-based email subscriptions were created, with separate subscribe pages for English, Spanish, and kids. The approach involved mapping topics to email types and testing the experience across languages. Steps for implementing multilingual email include identifying content owners, using HubSpot's email types, creating templates, testing, and analyzing results.
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Creating a multilingual email subscription experience with HubSpot by Bret Peters Fig Leaf
- 1. #INBOUND16 CREATING A MULTILINGUAL EMAIL SUBSCRIPTION EXPERIENCE English, Spanish, more … Bret Peters CMO, Fig Leaf Software
- 2. #INBOUND16 1. Red, White, Blue & You 2. Using Topic Based Subscriptions 3. Approach / Email Types 4. Multilingual Email 5. Steps You Can Take AGENDA
- 3. #INBOUND16 1 RED, WHITE, BLUE & YOU
- 4. #INBOUND16 Citizens like you can subscribe 300,000,000
- 5. #INBOUND16
- 6. #INBOUND16 CITIZEN CENTRIC JOURNEY TM The U.S. General Services Administration selected Fig Leaf and HubSpot to delight citizens.
- 7. #INBOUND16 2 TOPIC BASED SUBSCRIPTIONS
- 8. #INBOUND16 The General Services Administration uses HubSpot to deliver content that citizens care about.
- 9. #INBOUND16 MAIN SUBSCRIBE PAGE The U.S. General Services Administration selected Fig Leaf and HubSpot to delight citizens.
- 10. #INBOUND16 SPANISH & KIDS SUBSCRIBE PAGES HubSpot subscription pages designed to serve visitors based on language and audience.
- 11. #INBOUND16
- 12. #INBOUND16
- 13. #INBOUND16 3 APPROACH / EMAIL TYPES
- 14. #INBOUND16 1. Review and consolidate the number of topic choices. 2. Understand the user experience you are trying to create in each language – We originally thought we’d display all topics on one page but the list was too long. – We considered a tab-based experience (which is what we ultimately used for preference updates and re-subscribes) – Ultimately we had to leverage custom Javascript to display topic options. 3. Map topic choices to email types / use worthwhile descriptions. 4. Be willing to compromise. – We had to provide a slightly different experience for new and returning subscribers. 5. Test, test, test – we ran into Domain issues … ultimately fixed. Important Tip: You CAN’T Currently Reorder Email Types in HubSpot. Our Approach
- 15. #INBOUND16
- 16. #INBOUND16
- 17. #INBOUND16
- 18. #INBOUND16 1. Detects User (Known or Anonymous) 2. Reads Email Type / Preference 3. Swaps out language 4. Swaps out logo (English, Spanish, Kids) JavaScript
- 20. #INBOUND16 CITIZEN CENTRIC JOURNEYTM Email as a primary form of citizen engagement in English or Spanish.
- 21. #INBOUND16 Some of the most popular content from GSA relate to product safety recalls, disasters and emergencies. English Email Example
- 23. #INBOUND16 5 STEPS YOU CAN TAKE
- 24. #INBOUND16 1. Identify your multilingual content and who will be responsible for managing and maintaining that content. The GSA has a dedicated Spanish speaking (bilingual) team responsible for building and publishing content (Web, Landing Page, Blog, Social and Email). 2. Use HubSpot Email Types to control the subscription experience. You may need to leverage some custom JavaScript to achieve your desired results (Fig Leaf can help!) To Implement Multilingual Email
- 25. #INBOUND16 3. Create and Organize Templates to support multilingual content: 1. Email Templates 2. Landing Page (LP) Templates 3. Subscription Templates (note we used LPs and system templates for GSA) 4. Test for language and test for experience, then test everything again! 5. Monitor and Analyze using HubSpot Reporting. To Implement Multilingual Email
- 26. #INBOUND16 THANK YOU! Contact me with questions or for help: Bret Peters bpeters@figleaf.com @petersbret www.figleaf.com
Notas do Editor
- I will be referencing Fig Leaf’s successful implementation of HubSpot for USA.gov in English, Spanish and for kids.
- This government agency has over a million subscribers with a huge potential to grow to all US Citizens (approximately 301,300,000 in 2007)
- The agency’s goal is to engage all US Citizens to educate them about programs available to them and to be the front door to the US Government
- USA.gov leveraged a Citizen Centric Journey to deliver relevant content to citizens. The GSA moved from a legacy email provider (GovDelivery) to achieve their goals of driving citizen engagement based on topics and interests. Previously, the agency had been sending every message to every citizen.
- The foundation of the topic based email subscription is based in leveraging Email Types
- Moving from the agency’s legacy system, Fig Leaf worked with the GSA to begin by segmenting content and providing topic based subscription choices matched with HubSpot email types
- The main US / English based subscription page looks like this. Notice the various topics which had been segmented to enable citizens to quickly and easily choose the topics they are interested in learning about or receiving updates for. The GSA requires an email address and asks the user to provide State/Territory information and zip code information to help target geographic news to relevant citizens (such as information related to the recent Hurricane Matthew)
- The Spanish and Kids subscription pages are versions of the US page with translated content and some variations. The Kids page was much more complex prior to the move to HubSpot but we streamlined the content to be audience (persona) focused toward Parents and Guardians or Teachers. It is important to note that the General Services Administration has a fully staffed bilingual team focused on producing and promoting Spanish content. If you need to translate content you’ll want to think about your approach to doing that. The tips we discuss today will work for you starting with one language and moving to the next. We started with English and translated to Spanish.
- To achieve the results we desired in HubSpot we utilized HubSpot Email Types and some magic. By magic I mean Javascript. Notice that we’re swapping out the logo header, intro text, topics, etc. I’ll talk about how we accomplished this.
- Before we get into the approach, it’s also important to note that we had to be conscious of the “Update Preferences” and “Resubscribe” functionality. Note here that there is a radio button (tabbed) based interface which queues off of the visitors previous subscription preferences to display the appropriate topic interests. Citizens can only navigate to these pages from an email so depending on the email template used, the user will automatically be directed back to the English, Spanish or Kids version of the subscription page – but they can toggle to any preference and it will be updated in the HubSpot database.
- The foundation of the multilingual based email subscriptions in HubSpot is based in leveraging Email Types based on our approach.
- We used email types as the foundation to our approach to creating multilingual subscription pages.
- To do this we used a language prefix in the Email Type Description. This field data was leveraged in custom Javascript to parse out what language content is displayed on English, Spanish and Kids pages.
- In the design manager we first experimented with Radio Buttons to allow users to toggle between languages. We ultimately didn’t use this because when considering the Citizen Centric Journey we realized that Spanish speakers would only want to see Spanish content – especially headers, footers and the intro text.
- To control the content we used Custom HTML with JavaScript. Here’s a screen capture showing the Custom HTML module on the Subscription Landing Page Template.
- To create the subscription, update preferences, unsubscribe and resubscribe page we coded JavaScript to live in the HubSpot Custom HTML module. The JavaScript performs a number of functions to detect the user and see if the user is known or unknown. An unknown user would typically not arrive at the Topic Preference page since this page is user-token driven. Once the user is detected, the JavaScript reads the email type preference. We know what email was sent to the user – this is actually displayed to the user in the bottom subscription preferences section of the email where we notify the user that they received the email because they are subscribed to GSA email topic ____________________. Based on the user and email type the page displays the appropriate logo, language, header and footer.
- The foundation of the topic based email subscription is based in leveraging Email Types
- Here’s an example of a product recall alert sent out to English speaking subscribers.
- Spanish language templates are setup in the system with all of the relevant content appropriately translated. On the left we show the “View this content as a web page”, the Social Sharing and the Unsubscribe content has been translated. Spanish speakers will only receive content in Spanish and when they click on a link the goal is to always take the citizen to Spanish language content, no matter if this is subscription preferences, or content.
- Conclusion / Wrap up with final steps