Email Marketing to Latin American Markets
Developing an effective email marketing campaign and knowing when and how to send your marketing emails can often be a challenge. However, this process can be even more challenging when you have to develop these strategies around clients within the Latin American culture. Here are some tips for email marketing to Latin American markets.
Identifying Your Market
Identifying your exact market with your email marketing campaigns is of the utmost importance. If you are sending out emails to potential Latin American customers and clients from Brazil, one of the fastest growing economies in the world, you will want to make sure that your emails are in Portuguese, not Spanish. This can be difficult to remember at times for those who are marketing to a larger Latin American market and to several Spanish speaking countries at once. With this in mind you will not want to make a single direct marketing package for every country or target market on your list.
Knowing Your Target Consumer
As you develop your marketing emails, be sure that you know your target consumer. Internet use is on a rise in many Latin American countries like Brazil. Keep in mind that many Latin Americans are family oriented, so sending emails during times when a consumer is likely to be at home with their family is often not a smart choice.
Finding the Right Time
There are different times for sending emails that are often more beneficial. Keep in mind that open rates can vary by up to 7% depending upon the time of. While many studies have found that sending email marketing letters out early in the morning is often the best approach, you will want to make sure that you keep time zone difference in mind when marketing to Latin American customers.
Subject Lines
The email subject line is one of the most important indicators of whether or not a person will open an email. Usually email subject lines that are personal in nature are opened more than those that are not and while many will use subject lines that have a sense of urgency, those in Latin American markets are less likely to respond to an ‘urgent’ email subject lines in the way that American customers will. Subject lines that speak of exclusivity will likely be more beneficial. Latin American customer tend to prefer offers that have an air of exclusivity and enjoy clubs and exclusive memberships more than other markets.
Knowing Country Regulations
In many countries in Latin America, such as Brazil from the previous example, consumers do have the right to ask for the source of their name on any database or list to have more control over the use of their name. These data protection laws can sometimes make sending out email marketing lists more difficult.