Global Email Marketing: How To Reach Global Businesses Through Email

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Written by: pTranslate Contributors


Despite what many people have said, email marketing, also known as cold mailing, is still a highly effective marketing method. In fact, we can even say that it is the supreme method. Although other marketing channels are also powerful, we still can’t ignore the channel that everybody uses in business. Email marketing is used in a lot of places around the world, and international businesses need a good global email marketing strategy.

Email marketing also has a significantly higher ROI than other channels ($38 for each $1 spent). If you want to reach your customers in a personal way, email marketing is the way to go. Global email marketing is just email marketing on a global scale, and it works in the same way. However, there are a few things that an international email marketer needs to pay attention to if they want to achieve success.

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1. Determine if email marketing is the right channel for the country

Email marketing is powerful, indeed. But it also depends on the country you are launching the campaign in. According to a survey on Statista, 96% of Denmark’s population uses emails regularly, while in Turkey the percentage is only 37%. Similarly, people in Chinese also regard emailing as time-consuming. If you want to use email marketing, don’t forget to check if the population is interested in using it or not. Your effort will be worth every single penny if you spend it in the right place.

2. Understand the compliance in that country

It’s always wise to familiarize yourself with the rules of wherever you expand your business to.

For example, if you are emailing in the US, have a look at the CAN-SPAM Act. If your audiences are in the EU, read up on the General Data Protection Regulation (GDPR). It is known as the toughest privacy and security law the world is having. If you want to do email marketing in these countries, make sure to follow it, or else you might be banned for spamming. Worse, you can even receive a heavy fine of up to millions of Euros.

You can also have a look at emailing regulations around the world here.

3. Find the techniques you want to use

If you have done a bit of research, you should know that there are a few practices that the regulations revolve around. They are opt-in, opt-out requirements. Some also require the sender to verify their identity. There is also a timeframe between emails that the sender has to comply with. You should note down the key requirements that your targeted region requires and develop a compliance program for your campaign

4. Start your global email marketing campaign

After having carefully researched the regulation, you’re good to go. The rest of the international email marketing process is similar to any email marketing process. Besides keeping your campaign align with regulations, you should adopt some techniques to make sure that it achieves the highest ROI.

Here are a few tips for your international email marketing campaign:

4.1. Define your goals clearly

When doing professional email marketing, you must have a clear goal in mind. Ask yourself: what do you want to achieve with this email?

  • Do you want to drive sales?
  • Do you want to boost brand awareness?
  • Do you want to generate leads and nurture them into conversions?
  • Do you want to keep them engaged with your content?

For each goal, you will have a different way to approach your customer. If you want to generate leads, you should brief your business’s value, and tell them what you can do to help them overcome a specific problem.

If you want to nurture leads into conversions, you should email them your new content, products, or anything that may capture their interests and attention.

It all depends on what you want to do with them. In many countries, especially in the EU, cold email marketing is prohibited. It’s better to let your customers come to you naturally through opt-in methods. You can then nurture them and turn them into conversions by providing them with fresh content and product information.

4.2. Create a high-quality email list

Make sure that your list is “clean” and has good list hygiene. What is email list hygiene? List hygiene means that your email list is clear of bounced email addresses. There should be only high-quality email addresses of people who have shown interest in what you’ve got to offer.

In order to have good list hygiene from the beginning, you can create opt-in campaigns. With these campaigns, only people who have shown interest in your business can provide you with your email. These people have taken an action to engage with you, so emailing them will give you a higher chance of converting into sales.

If you buy an email list from data providers, you will be given a less targeted list of people who haven’t shown an interest in your products. You send them an email and hope that someone will be interested in your products. This strategy takes a bit of money, and it did work, in a few cases. At the end of the day, it’s all about finding an email list of people and businesses that care about what you have to offer.

4.3. If possible, be personal

After you understand what you are supposed to be doing, start designing your email. The more personal, the better. By being personal, it means that you have to engage with the customers and show them that you are interested in helping them with their problems. If you are doing B2B, you can even list a few achievements of their companies in the past, and you want to help them continue on that path of excellence.

Personalized email marketing takes more time and effort, but it has been proven to be more effective. However, make sure that you have a high-quality email list. If you email people on a low-quality list, you are just wasting your time.

A few tips to design your email:

  • One Call-To-Action button is enough
  • You can create a sense of urgency by setting a deadline
  • Add one or two images to make it more attractive and professional
  • Don’t act too robotic. Sounds genuine, and show that you want to help them solve a problem they have. Sell the benefits to them.
  • Check your spelling. One single wrong word is enough to make your email looks unprofessional.
  • Try to add a bit of exclusivity. Make them feel special. Make them feel like they are getting a rare deal.
  • Don’t use passive voice. Passive voice is indirect, and it sounds more poetic than salesy.
  • If you are advertising to a non-technical group, avoid using jargon. Use simple language.
  • If your customers speak a different language from you, send emails in their languages. It sets up a sense of professionalism. However, mistranslation does more harm than good. A mistranslated email makes you look untrustworthy and even foolish. A well-translated email is highly personalized and speaks to the customers in a more familiar way. Customers love things that are familiar to them. Have a look at our Email Translation Service here.

4.4. Keep a warm email list

After you have sent your email list, try to nurture them. Continue to send emails to those who showed interest (open the mail, click on the Call-To-Action, etc.)

This will maintain a steady connection between you and your customers. For high-end goods and services, this is even more necessary, because customers need some time to decide whether to buy from you or not. Nurturing the interested customers will increase your chance of conversion.

However, don’t be too spammy. Stick to the regulations. If you send too many emails in a short period of time, they will unsubscribe from your email list.

4.5. Design and track KPIs of your email marketing campaigns

Goals help you have a clearer plan in mind. A goal also gives you a sense of purpose and keeps you going. Knowing how many emails you are sending and how high your open rate is supposed to help you evaluate the effectiveness of your campaign.

Are you ready to bring your business cross-border with such a simple tool?

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