1. N campaigns to N segments
This is the most common method when we have few countries to manage, as it is quick and easy. It involves creating a different campaign for each market. It will tanzania business email list consist of uploading the HTMLs for each country, with their respective language versions, utms, subjects, preheaders, links, etc., to the individual campaign created on the platform . All the content is directly inserted into the html and we have a campaign for each country. It is a simple and effective method, but when the number of versions (countries) exceeds 5 or 6, the total time consumed increases to such an extent that management efficiency decreases.
2. 1 campaign to 1 segment group with unique HTMLs per language version
In this model, a single campaign will be created on the delivery platform. The campaign contains query codes to call the different HTML for each country (html, subject, utm, links, etc.). The criteria for selecting which content each user should receive will normally be the country/language field in the database associated with the user's email. The main work will be to create the HTMLs corresponding to each market and upload them to the platform beforehand . We will also create an html that will be the one we will load in the campaign and that will make the query and determine which html to select based on the user's data. We will do the same with the subjects.
We will list all the subjects for each country and apply a conditional query to display one or the other depending on the user's country/language. In the particular case of UTMs, depending on the platform, management can be done in such a way that a UTM is built dynamically by combining the name of the campaign, generic and common for all versions, with the specific country/language of the user. In this way, visits and conversions can be differentiated for each country, from a single campaign.
3. 1 campaign to 1 segment group with content management on the platform
In this case, we find a logic similar to the previous one, with the difference that we will not have the HTMLs created in advance for each of the countries, but rather these will be fed from a data table uploaded to the platform and will be created dynamically as the campaign is sent. The basis of this way of managing international campaigns is the use of the customization functionalities by variables of the sending platform. In most cases, the sending platforms allow the use of conditionals to define the content to be displayed according to the value of a field in the database.
With this option, content creation is done on the platform, so in our HTML we will have different variables to fill in the texts, links, and images for each country based on the data available in the campaign table. Common elements can already be pre-loaded in the HTML and in the case that there are specific content blocks for some markets, we can create sections with conditionals so that this entire block is shown only to users from a specific country/language.
This way of managing campaigns relies on the content personalization features of the ESP/Marketing Cloud to manage different language versions. It can be interesting for a volume of between 5 and 10 language versions. We can personalize the subject, the body of the email, images, UTMs and links.
The reporting
Managing campaigns according to one of the three models presented above will have implications for the way reporting is presented. In the first case (N campaigns in N segments), accessing metrics by country will not present any problems, since all systems generate, by default, reporting for each of the campaigns. In other words, by comparing campaigns we will also be comparing countries.
The difficulty arises in the second and third models. In both cases, we should be able to access the campaign metrics (remember that it is only one campaign) by filtering them by the “country” variable, and not only for consultation purposes, but also to be able to export the information separated by country in an Excel file for later processing.
Not all platforms offer this possibility of filtering the results of a campaign according to a variable in the database. When this is not possible, we will have to think of alternatives at the time of creating the campaign that overcome this limitation. One option would be to create query segments (users who have opened or clicked on a campaign) and export them so that the “country/language” field is included in the export, or to work on the nomenclature of the UTMs so that we can analyze the impact of the campaign (relative to the click), through analytics. Each tool has its limitations and its advantages, the important thing is to approach it with an open mind and be imaginative in the search for solutions.
Many platforms give you the option to automatically export files containing all the information related to your account activities on a daily basis: list of campaigns sent, list of users who have opened or clicked on a specific campaign, etc. These files are usually imported into other tools such as a CRM or Business Intelligence where we can process the data and create customized reports by cross-referencing information with other fields in our database. By having the information on which users have opened a campaign, we can obtain their country/language and obtain the total engagement metrics for each country.
