When using email marketing campaigns, a key goal is to reach as many potential customers as possible. That’s why it’s a good idea to translate your content into other languages according to your target demographics. Specifically, you may want to focus on Spanish translations first. Why?
By Guest Contributor Rae Steinbach
According to the Pew Research Center, Spanish is the most commonly-spoken non-English language in United States homes. You’re limiting your ability to connect with a wide audience if you overlook the growing Spanish-speaking population. While using a tool to verify email addresses will ensure your message lands in inboxes, it won’t help them get read.
The following are key reasons to prioritize translating your email marketing pieces into Spanish. Keep them in mind when planning your next campaign.
Your. potencial audience is already online
You already know that many people speak Spanish in United States homes, not to mention those who speak Spanish in other countries. Perhaps more importantly, the Pew Research Center reports that over 90% of Hispanics under the age of 50 use the internet.
Email marketing involves making sure you target demographics that can be reached online. Clearly, Spanish speakers represent an ideal target audience.
Yo hablo español
According to surveys, 72.4% of online shoppers indicate that they’re more likely to buy a product if the information about it is available in their native language.
No matter what product or service you offer, odds are good there’s no reason it wouldn’t be just as valuable to Spanish speakers as it is to English speakers. However, you’re unlikely to make a sale to Spanish-speaking customers unless your email marketing pieces provide information in a language they feel comfortable with. When you make those initial sales to a new customer base, you’ll expand your reach as clients tell their friends and family about your brand.
Boosting brand loyalty
Surveys of Hispanic consumers, especially those in the United States, indicate that more than half feel more positively towards a company if it’s willing to communicate with them in their native tongue.
This means translating your marketing emails into Spanish is a fairly simple way to boost brand loyalty. If you’re just beginning to target Hispanic customers, you want to make the right first impression. Translating your content will help you establish a positive relationship during these crucial early stages of the customer journey.
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Improving your social reach
Incorporating content that readers can share on social media is a smart way to improve your email marketing strategy. However, if you’re targeting Spanish-speaking consumers, they’re unlikely to share your content with friends and family if they don’t think their connections will be able to fully appreciate it. Translate your emails into Spanish, and Hispanic readers are more likely to share the content within their communities.
Email marketing allows you to reach customers from virtually any demographic group. Take advantage of this by translating your emails accordingly. When you speak to customers in their own language, they’re more likely to listen and appreciate your efforts.
About the author:Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.
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