How To Write Transactional Emails for Multi-Language Audiences

First Things First: Get the Basics Right

Before you even start thinking about translations, make sure your transactional emails are rock-solid to begin with. 

Start with clear, straightforward English that gets right to the point – no fancy jargon, no complicated sentences. When you keep things simple, not only will your readers thank you, but your email copy will be easier to translate too.

Next, make sure you’re set up to maximize email deliverability. It doesn’t matter how well your messages are crafted if they’re sitting in spam folders.

Make sure you’ve properly authenticated your email-sending domain, and focus on building up a good domain reputation by sending emails people actually want and engage with, keeping your lists clean, and maintaining consistent sending patterns.

Finally, you need a reliable delivery system. This is where you’ll benefit from a transactional email service like SendLayer which has the infrastructure and features to make sure your messages get where they need to go.

Know Who You’re Talking To

Once your emails are actually reaching people, it’s time to think about speaking their language. 

But don’t just run everything through Google Translate and call it a day. That’s how Ford ended up telling Belgian customers that their cars came with “high-quality corpses” instead of “high-quality bodies.” Not a mistake they’re likely to make again!

As well as translating text correctly, when you’re writing email content for customers and users in other countries you should also think about:

• What makes sense in their culture
• What’s trending in their part of the world
• How they talk about things (idioms are tricky!)
• How they write dates, times, and prices

Make sure to do your research and really understand your audience. If you don’t consider your emails in this wider context you could be setting yourself up for failure.

Ideally, consult with locals in the languages you’re targeting to make sure the content is is suitable for the audience you’re targeting and doesn’t contain any embarrassing translation mistakes.

Considering Device Usage in a Mobile-First World

When it comes to email design, your device strategy needs to match your audience’s habits. While your US and European customers might be splitting their time between laptops and phones, the story looks completely different in other parts of the world.

 In Indonesia, an astounding 98.9% of internet users primarily access their email through mobile devices. Similar patterns exist in Nigeria and Vietnam, where mobile traffic accounts for over 85% of all web activity.

Your beautifully crafted desktop email might look perfect on your 27-inch monitor, but there’s a good chance many of your recipients in these countries are viewing it on a 5-inch phone screen. 

While you should be using responsive design as a default in any case, it’s absolutely crucial for global audiences.

Pay special attention to your font sizes – what’s readable on desktop can become microscopic on mobile. A good rule of thumb is to use a minimum font size of 16px for body text and ensure adequate spacing between lines and paragraphs.

Remember CTA buttons need to be large enough for thumb taps too. And space out your links to prevent the dreaded “fat finger” syndrome where users accidentally tap the wrong link.

Don’t forget about dark mode either. It’s no longer a niche feature – it’s mainstream across both mobile and desktop devices. 

Your emails should maintain readability and visual appeal in both light and dark environments. This means testing your color contrasts, checking how your images appear with inverted colors, and ensuring your brand elements remain recognizable regardless of the display mode.

Testing Your Multi-Language Emails

Testing is crucial when sending emails in multiple languages. Start by creating different versions of your emails to see which ones get better engagement from your audience. Pay attention to how your message resonates with different cultural groups and adjust accordingly.

Technical testing is equally important. Special characters and accents need to display correctly across all email clients. This is particularly important for languages that use non-Latin alphabets, like Chinese, Japanese, or Russian.

Your messages also need to look consistent whether they’re opened in Apple Mail, Gmail, Outlook, or any other popular email client in your target markets. Don’t forget about webmail services that are popular in specific regions, like Mail.ru in Russia or Naver Mail in Korea.

Languages that read right-to-left, such as Arabic and Hebrew, require extra consideration. Your email layout needs to accommodate this different reading direction, and design elements need to reposition themselves appropriately. Test thoroughly with native speakers of these languages to ensure everything flows naturally.

Email Compliance Across Borders

Email regulations vary significantly around the world. The European Union’s GDPR has strict requirements about personal data and consent, while other regions have their own specific rules about commercial emails. You need to understand what’s required in each market where you operate.

Personal data protection is particularly important. This includes how you collect email addresses, store customer information, and handle unsubscribe requests. Make sure you have clear processes for managing personal data and responding to customer requests about their information.

Every email you send needs appropriate disclosures and an easy way to opt out. Your unsubscribe process should work seamlessly regardless of language, and you should honor these requests promptly. Remember that some regions require specific information in your email footer, like your business address or registration numbers.

Measuring Performance

Monitor key metrics to understand how your multi-language transactional emails perform. Track open rates and click-through rates for each language group to spot any significant differences. If you’re using SendLayer, you can see this information in your email log.

Use these insights to continuously improve your emails If certain languages or regions show lower engagement, investigate why and adjust your approach.

Sometimes small changes in tone, timing, or content can make a big difference in how your messages resonate with different audiences.

Making Global Communication Work

Creating effective multi-language transactional emails takes time and attention to detail, but the rewards are worth the effort. 

When customers receive clear, culturally appropriate communications in their preferred language, they’re more likely to engage with your brand and become loyal customers. 

Start with the basics, understand your audience, and continuously refine your approach based on what works. Your global customers will appreciate the effort you put into speaking their language.