How Marketers Handle Global Email Campaigns


by Ayaz Nanji

Three-quarters of marketers who run global email campaigns say they do not maintain a list of regional preferences and instead manage localization on an ongoing basis, according to a recent report from Lionbridge.

Most marketers surveyed (57%) say they do customize/translate email copy for specific countries or regions, and a majority (53%) also create multiple versions of their Web links.

Less than half of respondents customize images (47%), brand messaging (45%), calls-to-action (43%), and colors (19%) for specific locations.

Below, additional key findings from the report, which was based on data from a survey of 570 marketers in 25 countries.

Who Handles Global Campaigns 

  • Most respondents say they execute email strategies internally using either an email marketing system (35.6%) or a marketing automation system (31.4%). Only 7.2% of respondents use an external agency for email.

  • 64.1% of respondents say they handle global campaigns centrally at their corporate headquarters.  
  • Who is responsible for email marketing varies from company to company, with 34.4% of respondents saying it is the responsibility of Digital Marketing in their organization, 40.2% Marketing Operations, and the rest split among Customer Care, Promotions/Program Management, and “Other.”

Motivations for Running Email Campaigns

  • Respondents say they run global email campaigns for many reasons, including: customer engagement (74%), product announcements/news (71.3%), customer acquisition/product sales (63.3%), brand awareness (57.9%), customer service (45.3%), and customer/industry research (30.8%).

Compliance and Frequency

  • 60.4% report that an internal team handles global privacy and legal compliance for email programs and 26.1% say their email system manages it.
  • 45.2% of respondents place no restrictions on the frequency of global email campaigns.

About the research: The report was based on data from a survey conducted in March and April, 2014 of 570 marketers in 25 countries.