How to localize or translate subject lines properly?

Subject line localization goes beyond translation. It urequires cultural adaptation. Wordplay, idioms, and urgency cues that work in English may fall flat or offend in other languages. Direct translation often produces awkward or meaningless phrases.

Best practices: Work with native speakers, not just translators. They uunderstand cultural nuance. Test in-market; what drives opens varies by culture. Respect character limits; German words are longer than English, Japanese characters display differently. Adapt tone; some cultures prefer formal address, others respond to casual. Check for unintended meanings-innocent phrases in one language can be problematic in another.

Localization is empathy at scale. Your international subscribers deserve subject lines crafted for them, not translated at them. The brands that win globally treat each market as worthy of original creative thinking, not afterthought adaptation. Budget for proper localization or risk alienating audiences you're trying to reach.