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The Best Localised Email Marketing Tips for SMEs

By 23 May 2024June 2nd, 2024No Comments

Even in 2024, email marketing remains a powerful tool for SMEs looking to connect with their audience in a meaningful and measurable way. When it comes to crafting effective email campaigns, localisation can significantly enhance engagement and conversion rates. That’s why we thought we’d share some of the best localised email marketing tips for SMEs. Read on to learn about some of our favourite ways SMEs can target local audiences through email marketing. 

Understand your local audience

The foundation of any successful localised email campaign is a deep understanding of your local audience. Conduct thorough market research to gather insights into local preferences, behaviours, and cultural nuances. And also make sure you create various audience personas for different parts of your local audience. This information will help you tailor your content to resonate with your audience’s specific needs and interests.

Segment your email lists

Segmentation is crucial for any email marketing strategy, but it becomes even more important with localisation. Divide your email list based on geographical locations, demographic data, purchasing behaviours and your audience personas. This allows you to send more personalised and relevant messages to different segments, increasing the likelihood of engagement and conversions.

Use local language and dialects

One of the most effective ways to connect with your local audience is by using their language. Translate your email content into the local language and, if possible, use regional dialects and even local idioms. This not only shows respect for your audience but also makes your message more relatable and engaging.

Highlight local events and news

Incorporate local events, holidays, and news into your email campaigns. This makes your emails timely and relevant, showing your audience that your brand is in tune with what’s happening in their community. For example, a local clothing store could promote a special sale in conjunction with a regional festival.

Showcase local testimonials and case studies

People trust the experiences of others, especially those within their community. Featuring testimonials and case studies from local customers can build trust and credibility. Highlight success stories that your audience can relate to, demonstrating the benefits of your products or services.

Personalise beyond the name

While addressing recipients by their first name is a basic personalisation tactic, go beyond this by incorporating other personalised elements. Reference previous purchases, local preferences, or browsing history. For example, a local bookstore can recommend books based on a customer’s past purchases or interests in regional authors.

Optimise for mobile

A significant portion of email recipients will open your messages on mobile devices, especially on the go. Ensure your emails are mobile-friendly with responsive design, concise content, and clear calls to actions. Test your emails on various devices and screen sizes to guarantee a seamless user experience.

Leverage local partnerships

Collaborate with other local businesses to create mutually beneficial email campaigns. This could involve co-hosting events, offering joint promotions, or featuring each other in newsletters. Such partnerships can expand your reach and introduce your brand to new local audiences.

Monitor and adjust

Finally, continuously monitor the performance of your localised email campaigns. Track metrics such as open rates, click-through rates, and conversion rates to measure effectiveness. Use this data to refine your strategies, making adjustments based on what resonates most with your local audience.

We hope you enjoyed learning about the best localised email marketing tips for SMEs. By focusing on these localised email marketing tips, you can create more engaging and effective campaigns that foster stronger connections with your local audiences. If you have any questions about localised marketing or need help with any other online projects please get in touch with us. We’d love to see if we can help boost your business online. Until next time – happy marketing!