Global Email and Content Localisation for Anahana Wellness
Anahana is a global wellness platform offering accessible mental, physical, and spiritual health education. With a focus on digital-first delivery and an expansive content library, the platform attracts over 1.15 million website sessions each month, reaching users in multiple languages across the world.
Anahana’s mission is to make well-being universally accessible, blending expert-led guidance with digital tools that meet users wherever they are.
Their Wants
Anahana required ongoing content marketing support to manage high-volume multilingual content aligned to a celestial theme. The key goals included:
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Email Marketing: Developing engaging, weekly emails tied to zodiac signs and wellness content.
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Blog Production: Creating and localising weekly blog posts based on a celestial calendar.
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Multilingual Publishing: Translating and publishing blogs and emails in over 25 languages.
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Consistent Branding: Maintaining clarity and consistency across all content in alignment with Anahana’s wellness values.
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Content at Scale: Managing complex workflows to ensure delivery without compromising on quality.
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The Plan
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1. Email Marketing Support
Manage weekly email campaigns tied to zodiac and wellness themes, covering ideation, copywriting, and distribution.
2. Blog and Email Localisation
Create original English content and localise it into 25+ languages using DeepL AI translation, ensuring cultural nuance and clarity.
3. Content Calendar Alignment
Follow a celestial-themed calendar to align content across email and blog formats for global consistency.
The Strategy
1.. Timed Zodiac Content
Weekly emails and blog posts were carefully scheduled following a celestial calendar to ensure content was always relevant to current astrological events. This timely approach kept the audience engaged with fresh insights that felt personalised and connected to the moment.
2. Multilingual Reach
To engage a diverse global audience, all content was translated into 23 different languages using AI-powered tools. This enabled consistent messaging while adapting tone and clarity for each language, ensuring the content resonated across cultures.
3. Email & Blog Integration
Each email was strategically linked to its corresponding blog post, creating a seamless content journey that boosted website traffic and deepened user engagement. This integration guided subscribers from inspiration in their inbox to richer content on the website.
4. Scalable Production
With over 1.15 million website sessions each month, the content had to be delivered reliably at scale without compromising quality. A streamlined production process ensured a high volume of weekly emails and blog posts, providing consistent value to a rapidly growing audience.
4. Workflow Management
Operate within high-volume production timelines, ensuring all content is delivered accurately and on time.
5. Performance Tracking
Monitor and analyse email and blog engagement to inform ongoing content refinement
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The Results
1. Significant Engagement Growth
Leveraging a platform with over 1.15 million monthly sessions, the targeted email campaigns and zodiac-focused blogs delivered a notable increase in subscriber interaction. Click-through rates rose substantially over six months, reflecting deeper audience connection with the content.
2. Improved Campaign Effectiveness
The compelling copywriting and carefully localised content encouraged recipients across multiple languages to take meaningful actions, leading to a strong uplift in email click rates and engagement metrics.
3. Robust Multilingual Reach
Consistently publishing over 100 blog posts weekly in 23 languages expanded the brand’s global footprint. Monthly blog views surpassed half a million, demonstrating the wide appeal and effectiveness of the multilingual content strategy.
4. Consistent High-Volume Delivery
Maintaining a demanding production schedule for both weekly emails and extensive blog localisation showcased the ability to scale content operations without sacrificing quality or audience relevance.