Email marketing for global brands: How to connect and convert

Email marketing is one of the most powerful digital marketing channels and a valuable tool for global business expansion and engagement. However, you’ll need to approach email thoughtfully to get the most out of it.

Different audiences have different cultural values and expectations, especially when it comes to advertising with email. A localized email marketing strategy helps businesses connect with global subscribers and overcome geographic barriers.

This guide will explain what an email campaign is, explore various approaches, and recommend best practices for successful email campaigns that resonate with international audiences.

What is email marketing?

Email marketing is the practice of sending targeted emails to potential or existing customers. The goal may be to inform, engage, or convert—or all of the above.

An email marketing strategy begins with choosing an email service provider (ESP) to manage campaigns and track performance. These platforms help businesses market to their email list, a collection of subscribers who have opted in to receive emails. It’s up to the business’s marketing team to craft compelling content with calls to action that engage leads and customers.

Businesses that want to reach global consumers must also localize their marketing emails. This includes adapting email language and cultural references for specific target markets. Localization enhances an email marketing campaign’s relevance and engagement rates with international audiences.

Advertising with email: 8 types of email marketing

There are many different types of email marketing campaigns, each with a distinct purpose and strategy for engagement. Here’s a look at some of the most common varieties:

1. Transactional emails

Transactional emails are sent after a customer takes specific actions, such as making a purchase or resetting their password. These emails provide essential information and reinforce trust.

Transactional emails tend to have high engagement rates since recipients expect them. When tailored appropriately, they offer opportunities to cross-sell or upsell customers on additional products and services.

2. Promotional emails

A promotional email campaign showcases new products, events, and special offers. It includes a strong CTA to create excitement and encourage the audience to act.

Examples include:

• Newsletters: Updates and tips to keep your audience engaged.
• Announcements: Showcasing new products, features, and events.
• Special offer campaigns: Highlighting promotions and discounts.

Promotional emails are often designed for a broad audience. However, an email ad or newsletter that works in one region may not resonate in others due to cultural, linguistic, or economic differences. Email marketers should tailor promotions based on regional preferences and pricing sensitivities.

3. Abandoned cart emails

Customers often add items to their online cart but fail to complete the purchase. Abandoned cart emails remind recipients about their unfinished journey and encourage them to return, helping businesses recover lost sales.

Abandoned cart emails generally perform well, with high open and click-through rates. Their conversion rates are impressive, too; nearly half of recipients who engage will ultimately complete their purchase.

Reasons for cart abandonment can vary by region, as customers’ economic status and purchasing patterns may differ. Identifying issues specific to the target market (such as high shipping fees or delivery delays) can help businesses minimize cart abandonment rates.

4. Lead-nurturing emails

Lead-nurturing emails guide customers along the buying journey with helpful knowledge and demonstrations of your product or service’s value. These campaigns may include:

• Educational content: Help leads make informed decisions.
• Product info: Tailor your pitch to the recipient’s current challenges.
• Testimonials and case studies: Demonstrate the product or service’s value.

The lead-nurturing process can vary by region, as different audiences value different proof points. Businesses should adjust their approach to effectively establish trust with each target market.

5. Re-engagement emails

Re-engagement emails invite inactive customers or subscribers to return to your business. Their tactics may include:

• Product updates: Alert lapsed customers to new features or improvements they may have missed.
• Incentives: Provide discounts or special offers.
• Surveys: Learn why the recipient had disengaged.

Re-engagement emails also maintain a healthy sender reputation. Encouraging recipients to engage and clearing unresponsive contacts from your list will reduce bounce rates and spam complaints in the long term.

6. Upsell and cross-sell emails

Upselling and cross-selling build brand loyalty and increase customer lifetime value. Both campaigns capitalize on existing customer relationships, making them cost-effective ways to generate new revenue streams.

• Upsell emails: Recommend higher-tier or premium versions of subscribers’ previous purchases to enhance their experience.
• Cross-sell emails: Encourage customers to consider new products and services that complement previous purchases.

Upselling and cross-selling email campaigns cater to existing buyers with an enhanced value pitch. They’re most effective when personalized based on past behaviors and preferences. 

7. Relationship-building emails

Not every message needs to sell something. Some email marketing campaigns aim to strengthen customer loyalty and build deeper connections, turning buyers into brand advocates.

Emails that build customer relationships include the following:

• Surveys: Gather feedback and improve customer engagement.
• Loyalty program announcements: Notify customers about rewards and perks.
• Milestone campaigns: Celebrate a brand-related anniversary or achievement.

Email frequency and formality expectations differ across cultures. Some audiences appreciate regular check-ins, whereas others find them bothersome. Businesses must customize their approach for each target market using demographic research.

8. Seasonal emails

Holidays and special occasions are excellent opportunities to capitalize on customer enthusiasm. You can alert subscribers about upcoming sales and promotions while appealing to relevant cultural attitudes and customs to build a memorable connection.

Holiday calendars vary widely across global regions. To boost audience engagement, incorporate locally significant events into your email marketing strategy.

Benefits and drawbacks of email marketing for global business growth

Email marketing is a powerful business tool, helping companies build meaningful relationships and drive sales. However, it isn’t always the best solution for promoting your business. Consider these pros and cons:

Pros

Measurable global performance

Email campaigns are highly effective at turning leads into customers, partly because they generate strong metrics.

Email marketing platforms give marketers real-time data on open, click-through, and conversion rates, helping them analyze global impact. Companies can use testing and analytics to refine strategies for regional audiences.

High reach and ROI

With billions of users worldwide, email offers vast reach and countless opportunities to drive sales. In addition, email marketing is a low-cost solution with excellent engagement potential, meaning it consistently delivers high ROI—$36 for every dollar spent.

Engaged contact list

Unlike social media platforms, where accounts and leads can vanish suddenly, email lists are owned assets that enable direct relationships with subscribers worldwide. Building and maintaining an email list is a long-term process that will pay dividends for years.

Cons

High competition

Email’s popularity means there’s high competition for subscribers’ attention. To improve open rates and engagement, focus on content personalization and craft email subject lines that stand out. Localization services help boost success in global markets.

Risk of spam filtering

Nearly half of all emails worldwide are flagged as spam. Email marketing campaigns may struggle to break through.

Every ESP has a unique algorithm to determine sender reputation, a metric that determines whether an email should go to the inbox or spam folder. Emails that aren’t well optimized or localized can harm sender reputation, as can spikes in volume or high unsubscribe rates. Create valuable, engaging email campaigns that send messages in small batches to retain a strong sender reputation and high email deliverability. 

International engagement challenges

Messaging that works in one market may not work in another. Different cultures have varied expectations about email content, design, and frequency. Companies must also adhere to regional regulations in their email marketing campaigns. For instance, the General Data Protection Regulation (GDPR) limits how collected data can be used for promotional emails in EU countries.

Email marketing for your company: 5 steps to launch a successful campaign

With the right approach, email marketing can drive engagement and conversions across global markets. These steps will help you build high-performing email campaigns:

1. Choose an email marketing platform

Selecting the right ESP is crucial, especially for global marketing. Every campaign runs through this platform, so verify that it supports your desired email templates and analytics tools and is built to scale with a growing email marketing campaign.

No matter your chosen service, you’ll need localized content to reach international audiences. Fortunately, Smartling’s translation services integrate with popular email platforms like Braze, HubSpot, MessageGears, and Dyspatch.

2. Grow and segment your email list

Marketers can purchase email lists, but these are often full of unpromising prospects. Instead, build a high-quality email list through opt-ins on your website, social media pages, and promotional offers. Segment subscribers by categories like language, location, and behavior for personalized messaging.

3. Create your first email campaign

High-quality content drives engagement and conversions. Design engaging emails with appealing subject lines and clear calls to action.

Most email marketing platforms provide templates to get you started. These include graphics, buttons, and other polished touches to make your marketing materials look professional.

4. Use email marketing automation

Automation tools help companies send emails automatically, enhancing efficiency and consistency. Try automating workflows for welcome emails, abandoned carts, and lead-nurturing sequences.

5. Measure your performance and optimize

Businesses can use data to refine their email marketing strategy and improve results over time. Marketers track deliverability and engagement rates and run A/B tests to drive optimization. Email marketing tools can reveal how recipients interact with the message, and website analytics show readers’ journey once they click through and visit your page.

Expand your email marketing success with Smartling

International businesses need content and strategies tailored to each audience to maximize their email marketing impact. A one-size-fits-all approach won’t deliver optimal results across global markets.

Smartling’s expert translation and localization ensure email marketing campaigns resonate with subscribers. Smartling provides numerous translation services, including automated translation, an advanced content management system, and specialized human translators, so you can pick the solution that works for your business. You’ll quickly boost engagement and conversion rates at a fraction of the cost of traditional translation.

To learn more about how translation and localization can elevate your email marketing efforts, download “The Ultimate Guide to Translating Your Marketing Materials.” This free eBook is packed with advice to help businesses connect with global audiences and succeed in international markets.