Multilingual Email Marketing That Feels Native

Translation alone isn’t enough for CRM

Emails are short, which means every word has to work hard. A subject line might rely on wordplay. A CTA might need urgency without sounding pushy. An offer that works in one market may need different framing in another.

Straight translation can preserve the meaning while losing everything that made the original effective.

Small differences change how a campaign feels

An awkward subject line, an unfamiliar turn of phrase or the wrong level of formality can make an email immediately feel like it wasn’t created for that audience.

Across a large CRM programme, those small differences add up. The brand starts to feel less consistent and campaigns become less relevant to the customers they’re trying to reach.

CRM localisation built around the customer

Our email localisation services look at the role each message plays in the wider customer journey, rather than treating it as another piece of copy to translate.

Depending on the campaign, that might mean localisation, transcreation or more substantial creative adaptation. Subject lines, CTAs and body copy are adapted around the brand, audience and purpose of the message, with local market input where it matters.

The aim is simple: the customer should never feel like they’re reading the translated version. See how we kept HiBob’s brand voice consistent across five markets.

HOW WE APPROACH EMAIL LOCALISATION

Creative adaptation where it matters

Humour, wordplay, cultural references and campaign concepts rarely survive word-for-word translation. We transcreate them where needed, keeping the intent of the original while finding something that works naturally in-market.

Explore how transcreation protects your global brand identity.

One customer journey across markets

We look beyond individual emails to understand how CRM fits together across welcome journeys, promotions, lifecycle communications and other touchpoints. That helps keep voice, terminology and messaging consistent throughout.

Local input built into the process

Where market teams need to be involved, we bring them in during adaptation rather than waiting for final review. Their knowledge can shape the work earlier, reducing back-and-forth and helping campaigns land more naturally.

Ready to Get More From Your Global CRM?

We’ll help you adapt campaigns, journeys and templates so they work harder in every market.

Talk to our team

FAQs

Every beautiful relationship begins with a simple hello. So let’s chat. It might be the start of something.

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Should I translate my CRM emails or transcreate them?

It depends on the email. Transactional content such as order confirmations and shipping updates usually needs accurate localisation. Campaigns built around humour, wordplay, tone or emotion often need transcreation. We can help determine the right approach across your CRM programme.

Will localised emails still match our brand guidelines?

Yes. We work from your brand guidelines, terminology and tone of voice so the content feels consistent with the wider brand while still sounding natural in each market.

Do you work with our existing CRM platform or ESP?

Yes. We can adapt content for the templates, workflows and platforms you already use, rather than requiring you to change your CRM setup.

Can you help with local compliance, not just language?

Language requirements can vary significantly between markets, so localisation sometimes needs to account for more than how the copy reads. For SmartStop’s expansion into Quebec, for example, we adapted email templates alongside operational content to meet French-language requirements under Bill 96.

How do you measure whether email localisation is having an impact?

Where performance data is available, we can use metrics such as opens, clicks and conversions to understand how localised content is performing across markets. Those insights can then inform future subject lines, CTAs and campaign copy.

Can you localise an entire CRM programme, not just individual campaigns?

Yes. We can support everything from one-off campaigns to ongoing CRM programmes, including lifecycle journeys, triggered emails, promotional campaigns and reusable templates. We can also build in terminology, tone of voice and market-specific guidance so new content stays consistent as the programme grows.

Here’s what our clients have to say

Backed by results. Built for teams like yours.

We have been working with Locaria for over one year now and our collaboration has been a value-adding experience. They have been providing us with all-round, data-driven linguistic support on all segments of our marketing campaigns, from email marketing and blog posts to multilingual SEO.

Sian Nash Brand Marketing Manager

We've been working with Locaria for more than 6 months now and we can tell you that we are fully satisfied with the service. The translations are qualitative and the deadlines are really reasonable. We can count on the team.

Bianca Teulère International Editorial Coordinator

Locaria is our go-to partner for all our localisation needs. They have a responsive and consultative staff that delivers high-quality translations in a timely manner. We can always trust that our projects are handled with care and detail.

Zenas Wilson Senior Operations Manager

Locaria has been instrumental in helping us to achieve our objective of launching five multi-lingual brand websites simultaneously. Their approach to localisation and account management is rigorous and they have proved to be a valuable partner for our global team.

Guy Chambers Head of Digital

It has been fantastic working with Locaria on our translation and email projects. Their flexibility, understanding of our needs and quick turnaround times have helped us deliver strong results. We look forward to continued collaboration with the team.

Vivek Khandelwal Head of eCommerce & Digital Marketing

We selected Locaria, to deliver Simplified Chinese, German and Italian and we were delighted with their speed of response, flexibility and the quality of their translations. We also co-designed a new update process with Locaria and we can now easily keep our site up to date and fresh.

VP, Digital and IT

Thanks to their teams based in different countries and their business model, they have always delivered high quality services to our company. We recommend Locaria to those businesses that want to increase their efficiency in processes and the quality of their translations.

Hector Montero International Operations Manager

No one has been more helpful, honest and creative than your team from Locaria. Our relationship goes back a couple of years now and I want to thank you all for your willingness to help us build this business from the ground up.

Managing Director, International Sales