International Newsletter Content
International Newsletter Content
We do satisfaction survey work for a number of clients who distribute their CRM newsletters internationally. We recently completed a worldwide survey project that gathered data from over 20 different country’s newsletters. The content of each newsletter survey was the same; just localized for each language. A key finding was that the sophistication of the newsletter recipients varied widely by country.
As a result, the content that they wanted/needed in the newsletter varied by country as well. For example, participants in Romania, a relatively new market for our customer, rated digital camera connectivity content as the most requested item. For the other countries in the region with more mature markets, this content was not even in the top 6. This was also the case with German participants, a younger demographic, whose number 2 content request was for content on Games. Most of the other countries, however, listed this type of content as the least desired information they would like to see in the newsletter.
Our recommendation: not only in newsletters, but in Websites as well, you may want to consider customizing the content based on the demographics and sophistication of the audience.