MarketingSherpa has posted a must-read case study on one company’s adventures in developing a multilingual email campaign to promote an executive conference.
In a nutshell, the campaign was a big success.
Here are the response rates by language:
English — 21.6% purchased
Spanish — 24.5% purchased
French — 187.5% purchased
German — 22% purchased
Italian — 33% purchased
And here’s a great tip from the article:
Instead of translating word for word, each translator was given the leeway to tweak verbiage for smoothness, accuracy and culture-appropriateness in their own language. For example, the German translation to “Hello,” for instance, might not be the right greeting *for marketing literature* in the same way it’s used in the US.
PS: I collaborated with MarketingSherpa a month or so ago on a Web globalization survey. You can read more about it here.