Key takeaways
- Subject lines, preheaders, headlines and calls to action usually need transcreation; body copy and footers are usually translated.
- Google responsive search ads allow up to 15 headlines of 30 characters and 4 descriptions of 90 characters.
- In Chinese, Japanese and Korean, Google counts every character as two, halving the space available.
- In the UK, the CAP Code says marketing communications must not materially mislead, which applies to translated claims and offers too.
- Measure each language version separately; a campaign that works in English can underperform in one market and outperform in another.
This guide is for CRM managers, performance marketers and agencies running email, search and social campaigns in more than one language. It explains which parts of a campaign need creative adaptation, how to respect platform limits, and how to set up testing so you can tell what works in each market.
Campaign copy is short, time-bound and measured closely. That makes it different from website or catalogue translation: a weak subject line shows up in open rates within hours, and an inaccurate offer can trigger complaints.
What does localising email and ad copy involve?
Localising email and ad copy involves adapting the words, the offer and the timing of a campaign for each market, not only translating the text. The aim is a campaign that reads as if it had been written locally.
In practice, localisation covers language, tone and formality, currency and price formats, dates and time zones, local holidays and sales events, product availability, and legal wording. For example, a "Black Friday" or "Boxing Day" mechanic may have no local equivalent, and a free-delivery threshold in pounds needs a real local threshold, not a currency conversion.
Shoppers notice the difference. In CSA Research's survey of 8,709 consumers, 76% of online shoppers preferred to buy products with information in their native language, and 40% said they would never buy from websites in other languages.
Which parts of a campaign need transcreation and which can be translated?
Short lines that must persuade usually need transcreation, meaning creative rewriting for the same effect, while informative and legal text can be translated. The table below is a practical starting point.
| Campaign element | Usual approach | Why |
|---|---|---|
| Email subject line and preheader | Transcreate | Decides open rates; wordplay and urgency rarely translate |
| Ad headlines and social hooks | Transcreate | Very short, character-limited, must stop the scroll |
| Calls to action and button text | Adapt | Local conventions differ, and length must fit the button |
| Email body and product blocks | Translate with copy editing | Mainly informative; consistency with the website matters |
| Offers, prices and dates | Localise | Currency, thresholds, holidays and time zones change |
| Terms, disclaimers and footers | Translate accurately | Legal meaning must be preserved exactly |
The broader distinction is explained in our guide to transcreation vs translation. For campaign taglines that also appear on packaging or video, see translating marketing slogans and taglines.
How do character limits affect localised ads?
Character limits often decide what a localised ad can say. Many languages need more characters than English to express the same idea, and platforms truncate or reject copy that does not fit.
Google's help pages state that responsive search ads accept up to 15 headlines and 4 descriptions. Headline fields support up to 30 characters, description fields up to 90 and path fields up to 15. Google also notes that "Every character in a double width language like Korean, Japanese, or Chinese counts as 2 characters", so a Japanese headline has room for only 15 characters.
Email has softer limits, but mobile inboxes cut off long subject lines and preheaders. Give your linguists the limit for every field, and ask for a shorter fallback wherever a line is likely to run long.
How do you localise an email or ad campaign, step by step?
A repeatable campaign localisation process starts before the English copy is final and ends with market-level reporting. This sequence works for most teams:
- Write a localisation-friendly master. Avoid puns that drive the whole concept, and keep text out of images where possible.
- Prepare a campaign brief. Include the objective, audience, offer mechanics, tone, field limits, deadlines and any legal lines.
- Check the offer per market. Confirm prices, thresholds, dates, stock and delivery promises with each local team.
- Transcreate the hooks. Ask for two or three subject lines or headlines per market, each with a back translation.
- Translate the body and legal text. Reuse approved terminology from your website and glossary.
- Review in context. Check the built email or ad preview on mobile and desktop for truncation and broken layouts.
- Test and report by language. Split-test subject lines within each market and compare results per language, not as one blended total.
The ITI Transcreation Code of Practice stresses that "The more detailed the brief agreed with the client, the smoother the process and the better the outcome." In campaign work, a missing brief is the main reason copy needs a second round.
What compliance points apply to localised marketing copy?
Localised campaign copy must meet the advertising and consumer rules of every market it targets. Creative adaptation must never change what the offer actually is.
In the UK, the CAP Code sets the standard for non-broadcast advertising, including email and online ads. Rule 3.1 states: "Marketing communications must not materially mislead or be likely to do so." Rule 3.3 adds that they "must not omit material information or information required to be included by law." A translated "up to 50% off" that becomes "50% off" in one language is a typical way to breach these rules.
Rules on email consent, price claims and language use differ between countries. For example, the French Ministry of Culture explains that French is compulsory in all written, spoken and audiovisual advertising under the 1994 Toubon law. Check consent, unsubscribe wording and price-reduction rules with local advisers before a first send in a new market.
What are the common mistakes in email and ad localisation?
Most campaign localisation problems come from timing and context rather than from language skills. These are the mistakes we see most often:
- Sending copy too late. Transcreation squeezed into the last day produces safe, literal lines.
- Converting currency instead of localising offers. "Free delivery over £50" becomes an odd number in euros.
- Ignoring formality. German, French and many other languages require a choice between formal and informal address; keep it consistent with the website.
- Text baked into images. Banners with embedded English must be rebuilt for each language.
- Forgetting local calendars. National holidays and sales seasons differ across Europe.
- Blending results. Reporting all languages together hides a market that is failing; see how to measure the ROI of translation and localisation.
How TranslationWorks can help with campaign localisation
TranslationWorks is a UK-based translation agency that localises email campaigns, search and social ads, banners and promotions, using native-speaking linguists in more than 150 languages. TranslationWorks is certified to ISO 17100, the international standard for translation services. Our transcreation services handle subject lines, headlines and calls to action, while body copy, offers and legal footers are translated to match your website and glossary. For online retailers, our e-commerce translation services cover the emails and messages that follow every order. We work to your character limits and brand voice and can coordinate with your marketing team or agency. Send a sample campaign and target markets through our free quote form.
