In any case, there are some points that you must follow to have a chance of success. The SWOT analysis is a good basis, but to be more specific, we indicate the following elements:
1. Know your target well (very well)
Knowing your target is essential before starting anything, and also when you are going to work on a local scale. Some of the elements you need to know are the following:
Middle Ages: To know what type of language you will use in your messages:
Socioeconomic level: to know if there is enough critical mass in your new destination and the average purchasing power of your clients. This is essential for any Business Plan, but also for email marketing actions.
Internet use: although the Internet is now the hospitals email list majority among adults, penetration is not homogeneous. Remember that in older areas, with a predominance of rural population and lower per capita income, Internet use tends to be lower.
Gender: This aspect is important for two reasons. Firstly, because some goods or services are specific to men or women. The second reason, and no less important, is for the use of language in communications.
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Ultimately, if you want to refine your search, you need to start here before moving on to the next phase.
2. Value the idiosyncrasy of the place
Do you already know who you are targeting? Great, now you have to soak up the idiosyncrasy of the place , because this is relevant.
First of all, you have to take into account cultural and religious customs ; an Islamic society is not the same as a Christian, Buddhist or simply postmodern one. Remember that a company should never (but never) enter into socially accepted or mainstream taboos . On the other hand, family habits can also be relevant when addressing the target audience.
One element to take into account is the use of the Internet, not only quantitatively but qualitatively . Remember that in traditional societies sending communications on certain days is not well regarded. Therefore, you need to be well aware of this before venturing out.
Finally, you should know if there is anything special going on on National Day or other special dates. This is especially important if this is an unfamiliar market for you.
3. Know the competition in the place where you want to work
Competition is a decisive element in all types of studies, and this is no exception. The first thing you need to know is whether you have competitors, whether they carry out email marketing actions and , above all, how they do so . This will help you to know what your competitive advantages are and what you need to improve.
And be careful! If email marketing actions are not carried out, before thinking that you have discovered the wheel, ask yourself why. It is possible that you are facing a society that associates traditional channels with seriousness.
4. Adapt to local legislation
Local legislation is one of the aspects that make the difference. And this manifests itself in two ways.
First of all, and this is the most delicate case, the Data Protection policy . Remember, for example, that the legislation in the United States is different from that of the European Union . To avoid problems, you should check well beforehand, especially with non-European territories.
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The second issue is that of "prohibited" messages or content . Remember that in sectors such as food, certain countries impose legal restrictions, whether for religious or purely commercial reasons.
A well-structured local email marketing strategy will help you achieve your goals. At Mittum we can help you make sending easier and increase conversion.
