The digital revolution has changed the world around us, erasing distance and making it easier than ever for brands and customers to stay in touch, in real time, wherever they are.
At least that’s the idea.
But for many in the flourishing Latin American entrepreneurial market, there’s a big obstacle in the way: language. Native English speakers for whom Spanish is a second language can find it hard to connect with their potential audience of 400 million people worldwide who are native Spanish speakers.
Now there’s a service to overcome the language barrier between entrepreneurs and their customers. iContact en Español, a new, fully immersive Spanish-language email marketing service created by iContact, allows customers to pick up the phone, chat live online, or email with a human representative that speaks their language.
“We did this by listening to customer feedback, doing extensive research into the cultural differences in Latin America, and considering every aspect of our product through a multilingual lens,” said Geoffrey Alexander, president of iContact.
iContact en Español is filling a void. Research shows a dearth of email marketing tools that properly translate marketing communications and, as a result, businesses suffer. Spanish speakers are forced to use tools in their secondary language and struggling to make sure nothing gets lost in translation in targeting customers. Auto-translate tools are simply not good enough to provide a quality customer experience. Said Alexander, “For companies to similarly prioritize this growing market, we found that customer service, training and on-going support — not just translated FAQ pages — are all necessary pieces of the Spanish-language experience.”