With businesses spanning far outside their local reach, it’s important that you consider how you can localize your email marketing to make the most of each and every mailing sent out. While you can simply blast local deals to the correct corresponding addresses, there is much more that should go into your localized marketing plan than just that. Consider subject line, language choice and the content you’re using.

Subject Title

The subject title is the first text your customer sees – and will make the most impact; especially if your emails come from a standard “info@” email address. This is your chance to make the right impression and show that your focus is primarily them; Coast Digital suggests: “The subject line represents your opening gambit, your chance to grab the recipient’s attention and encourage them to not only open your message, but to take the time to read your email.”


When constructing your local subject line, consider some best practices:

• Local news: Has something happened recently that you can reference? 
• Specific area: Mention a local town, park or area if possible.
• Nicknames: Do the people in that area have a common nickname? Think Vermonters, Bostonians, etc. 

Language Choice

Though the standard email language will vary somewhere between casual, professional and fun, to others it can be unprofessional or offensive. According to iContact, “Some countries embrace personalized emails and you will see positive outcomes. In others, people interpret salutations as an invasion of privacy.” So, how can you avoid any language issues?

• Global: Consider different cultural references that may not be common place.
• Translator: If marketing to a target audience of another language, hire a professional translator to ensure you’re using incorrect terminology. 

Rich Content

Finally, you want to include rich content that localizes your business, whenever it is possible. Showing that you are close by implies that you are local and therefore some customers may feel more compelled to support your business. Not to mention that photos do more to encourage engagement and elicit attention than plain text. Consider the ways you can strategically use rich content.

• Map: Include a map under your signature, with a dot showing where your office resides – this makes you more recognizable. 
• Storefront photo: Do you have a storefront or office building with your name on it? If the customer drives by there every day, they may associate your email with that particular part of their commute and therefore recognize you.
• Local event photos: If doing a local event, take photos and be sure to include them in your next newsletter/email blast. Familiar faces make you seem closer to home. 

Localizing your email campaign will be an important aspect of being successful. With more junk email piling up in mailboxes, your campaign attempts may be getting watered down. By bringing a local aspect, you are appealing to specific people, making your efforts more effective. And, as an inexpensive marketing option, and one of the most successful, optimize your efforts by putting a local touch into it.

Author Bio:
Jessica Sanders is an avid small business writer touching on topics that range from social media to promotional products and trade show displays. She is a professional blogger and web content writer for ResourceNation.com.