We see this quite often in the travel and leisure sector: organisations have guests from several countries, but send emails in just one or two languages. The ambition to email in multiple languages is there, but the time isn’t.
In practice, adding an extra language means rebuilding the entire email in your email platform: filling in each text block separately, adjusting every CTA, changing links and checking UTM tags. And then testing everything all over again. The big question for many marketing managers: how do you send newsletters in multiple languages without spending a lot more time on it?
The solution: AI translations
With AI translations from Wander Journeys, part of Red Online Marketing, you only build your newsletter in one language. By default, that is Dutch. Here’s how it works:
- Build your newsletter in the source language. Layout, blocks, links and CTAs: get them right once.
- Click the translate button. You create a copy of your Dutch email and change the language. The translated texts appear straight away in the right place in the layout.
- Adjust where needed. With the edit button you change a translation or point the URLs to the right language version.
The biggest gain is that the translation happens directly in the system. You no longer need to copy texts, translate them and paste them back into a new email. All you do yourself is check the translation and set the URLs to the right language version.
Your writing style, even in the translation
Every organisation has its own way of writing. We capture that in the prompt that generates the translations.
For example, you can specify that German guests are always addressed as “Sie”, even if your Dutch text uses the informal form. In the same way, you set rules for accommodation types or park names that must not be translated. Whatever is changed during proofreading is fed back into those instructions, so the translations get better and your proofreading gets shorter.
The right message for each market
A German guest is not a Dutch guest who reads German. The travel distance is different, school holidays fall at different times and they value different things. An offer that works best in the Netherlands may not work at all in Germany. Because your newsletter consists of separate content blocks, you tailor exactly what is needed per language version:
- Small differences: edit the text in an existing block.
- Need a completely new block? Add just that block. The rest of the email stays as it is.
- Different social proof: reviews from the guest’s own market work better than translated reviews from another country.
Swapping blocks takes a few minutes. That is exactly where the gain lies: the same newsletter, with the right message for each target group.
The results
Before we started using AI translations, we tracked how much time building a newsletter actually takes. In this example, we use an average of 2.5 hours for the Dutch newsletter. Each language you then add manually takes an average of one and a half hours.*
With AI translations, that same extra language takes just 30 minutes: more than half the time saved, for every language you add.
- Sending in 2 languages with AI translations: approx. 25% time saving per mailing
- Sending in 3 languages with AI translations: approx. 35% time saving per mailing
- Sending in 4 languages with AI translations: approx. 40% time saving per mailing
*The estimated time is an example. The actual time needed to build newsletters manually varies per client.
All the benefits of AI translations:
- Reach more markets without your budget growing with the number of languages.
- The right message for each market instead of one translated compromise.
- Room for optimisation instead of production.
- Scalable: going from three to four languages takes only a fraction of extra time.
Would you like to find out what AI translations can do for your organisation?
