If you can’t read this post… well chances are you speak another language. Research has shown that over 70% of the world’s internet users are not native English speakers. Although it’s a commonly known language to the majority of those users, the language and tone of voice in which the email is written, influences the decision making process profoundly.
We can’t emphasize it enough: keep adapting your messages to your audience, as good as you can. It doesn’t work the other way around. Using native languages will make a difference in your opened and click rates. But it doesn’t really stop there. Take a look at your other channels as well. Email is often a way to divert traffic towards another ‘channel’. If that channel isn’t adapted in a similar way, your efforts might have been in vain. Don’t see it as extra work, but handle it as an extra benefit for your recipients.