3 Reasons Why You Should Localize Your Push Notifications
If you have a robust push notification campaign that’s engaging users and bringing them to your app in large numbers, it can be easy to grow complacent. You might start overlooking alternative markets that could be key for growth. The world is a large place, and it’s worth the effort to look to expand beyond your given boundaries. Of course, in the global marketplace, one size most definitely does not fit all. This is why it’s important to localize your push notifications when looking to connect with new, international – or even beyond your own locality – markets.
For a definitive compilation of push notification best practices download the OpenBack Mobile Marketing Playbook 2020 here:
1. Because English Will Only Take You So Far
It’s very easy to fall into the trap of thinking your market begins and ends with users in English-speaking countries. In fact, English is only the third-most spoken language globally, with 360 million native speakers. To compare, there are 400 million native Spanish speakers and a whopping billion native speakers of Mandarin Chinese.
As we have emphasized before, personalization is key to an effective push notification campaign. And the first step if you’re looking to localize your push notifications is to compose them in the language appropriate to the user’s region. True, many people worldwide can speak English to an extent. But going that extra step to communicate with users in their native tongue shows you’re interested in forging a meaningful, lasting relationship with them. Plus, you’ll then be able to localize for keywords and metadata. This is the Golden Ticket in terms of brand visibility.
2. Improve Your User Experience
If you localize your push notifications, it not only expands your marketing funnel but it also improves the experience on the user end. Receiving regular notifications in a language you aren’t familiar in can be frustrating and alienating to the user. They won’t feel appreciated or valued as a customer. As a result, they won’t be motivated to engage with your app.
Of course every good app views user experience as a top priority, so localization is a must. If you keep your users happy, then they will come back to your app time and time again. Localization equals customer retention. Everybody wins!
Warning: as any translator knows, localization is not an exact science, and Google Translate is not foolproof (yet). To see an example of this, try typing any sentence into Google Translate. Translate it into another language, then convert it back to English again:
3. It Sets Your App Apart From the Competition
Mobile apps are a saturated market, and any edge you can get over your competition will be hugely beneficial. If your app distinguishes itself by reaching out to different user demographics, that will certainly be a distinguishing factor. Luckily, OpenBack’s localization feature offers full support for sending notifications in different languages. This makes it easy to ensure that your multilingual messages will make it to the devices you designate.
Harvard Business Review published an article stating:
“72.4% of consumers said they would be more likely to buy a product with information in their own language.”
These numbers speak for themselves, and it might be a good idea to scope out what other languages your competitors offer. It will be worth the extra effort to ensure that your content is adequately translated – and this means both in terms of literal meaning as well as idioms and cultural connotations. The following video aptly illustrates the cultural minefield it can be trying to speak a language that has different slang terms in every country it’s spoken… so be careful!
Once you’ve done your due diligence, OpenBack has you covered with our auto multi-language support feature, in which you can easily send out push notifications in many different languages, right out of the box. OpenBack can automatically leverage data metrics of individual devices, and this includes their default language. On our dashboard, you can then assign the device default language to be the language of the push notifications you send to a particular user. Then you manually enter your content, translated from a high-quality source, into the dashboard. Finally, send out your campaign as you would normally.
This will provide an authentic, human touch to your communications with global users. It will also show your brand is committed to going that extra step to connect with users. Contact one of our experts to learn more.
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