Large enterprises typically have international audiences. That means a requirement to support different languages and multiple time zones. At the same time your user base still expects the best possible experiences and personalized campaigns that are relevant to their needs in the moment. It can be tough to square that circle.
Maintaining the best possible engagement and response rates means delivering mobile campaigns (push, in-app) in the native language of your user, at the right time, and that are aware of cultural differences when it comes to relevance. Mobile marketing automation designed for the job can make that happen.
One way to approach this challenge it to create localized campaigns by hand. That’s a fair strategy from the point of view of the recipient of these campaigns, but it means a lot of work for the organization.
A single push campaign sent to multiple countries can quickly become hundreds of campaigns if there is a need to deliver at the right time and in the right language for each user.
Every smartphone user in the world sets the default language on their phone. Take advantage of this fact! Within a single campaign, simply create alternative text for each language you wish to support and match with the specified language on the phone. This simple technique can see response rates rise by between 20% and 100%.
Time zones can play havoc with the best intentions. A push notification sent during the evening in San Francisco arrives at 3am in London. Way to irritate your users!
Ensure that you don’t fall into that trap by sending at a specific time in each time zone (again, the phone itself will tell you). If you wish, go beyond that approach by delivering campaigns at ‘optimal time’ for each specific user - the moment they personally are most likely to open the app.
What works in one country or for speakers of one language may not for others. And sometimes marketers aren’t best placed to make those judgements. Incorporate a rigorous A/B testing process for both push and in-app campaigns in order to ensure your efforts are as effective as possible. And nothing gets ‘lost in translation’!
By localizing push notification campaigns on Black Friday 2016, one of our retail customers delivered significant improvements in the effectiveness of their push campaigns.
Most localized messages saw 12-25% increased engagement when compared with the default language alternative. 40% of localized messages saw engagement increases of 30% to 50%.
This two minute video video shows you how to automate localized campaigns with Swrve to make sure that you deliver outstanding mobile experiences to your customers.