A multilingual website opens the door to a global audience — every user gets a clear interface regardless of language. It’s a powerful acquisition tool. But how do you keep users engaged after that? This is where the challenge for retention marketing begins.
Communicating with customers in their “native” language increases trust and engagement, but requires significant resources. The alternative is universal messaging, which is faster to implement but can lead to subscriber loss.
This was exactly the challenge the Netpeak team faced while working with the ME-QR project. The solution was to use AI and Yespo tools to generate and adapt email campaigns.
| Challenge | Launch and automate email marketing for 19 languages |
| Solution | Leverage AI and Yespo tools |
| Time period | 22.06.2023 – 31.10.2024 |
| Resources | The Netpeak team and Yespo tools |
About the Project
ME-QR is a next-generation QR code creation service launched in 2021 by Me Team Ltd. It allows users to create not only static but also dynamic QR codes that can be updated without generating a new code. This feature opens up new opportunities for business, marketing, and personalized communication.
Challenge
Before partnering with Netpeak, the ME-QR team had no communication with its contact database, even though customers were actively registering on the website. Accordingly, before launching automated campaigns, it was necessary to:
- establish initial communication with users;
- lay the foundation for systematic dialogue between the brand and its customers;
- build trust and loyalty toward the service.
Solution
First, it was necessary to develop a personalized email strategy for 19 languages, adapt the communication to the specifics of the email channel, and launch the first emails that genuinely resonated with the audience.
What exactly was decided:
- prepare the database and implement triggers;
- establish the tone of voice;
- implement multilingual communication using artificial intelligence.
Email Template Development
The Netpeak team created a master email template, which now serves as the basis for every new message. This ensures consistency in style, a systematic approach, and strong brand recognition across every communication.
Trigger Map Implementation
The team implemented several triggers. Once activated, these triggers send users relevant emails, while the team also defined the conditions and frequency for sending them.
According to statistics, triggered emails have a 70.5% higher Open Rate than standard, regular emails. With this in mind, the team prioritized this type of communication. The most effective triggers were those aimed at bringing users back and reactivating them.
A QR code creation completion trigger was implemented. It brings back to the website users who dropped off during the process:
The next trigger email encourages users to return to the website and review the available subscription plans:
Among the additional workflows was a reactivation trigger designed to re-engage users who had not opened a single email in the past three months.
Multilingual Capabilities Implementation
Despite the technical complexity of implementing multilingual email campaigns, the Netpeak team understood clearly that personalized communication in the user’s language is key to engagement and effective communication.
To reduce the marketer’s workload and avoid spending time manually creating dozens of language versions of the same email, the team began looking for an automated solution. Among Yespo’s features, they chose the option to connect an external data source. It allows emails to be created not by manually uploading content, but with the help of a dynamic template that automatically pulls data from external documents. In this case, the source was a Google Sheet containing all the required language versions of the content.
1. Creating Google Sheets with Source Data
To automate email campaigns, the Netpeak team prepared two master templates — one for promotional campaigns and one for trigger emails. To ensure content was loaded correctly, the Google Sheet structure was standardized as much as possible: each column corresponded to a specific email element — subject line, preheader, headline, buttons, and so on.
The English-language content was created manually by content marketing specialists. The finalized copy was entered directly into the corresponding cells in the spreadsheet. These cells then served as the data source for automatically populating the template’s structural blocks in Yespo.
In addition to meeting the technical requirements (more on this below), this approach to content management offers several practical benefits:
- Centralized storage: the entire email database is organized in a single document, with each row representing a separate email.
- Optimization of routine tasks: recurring elements such as the header, footer, or buttons are created once and can be easily pulled into templates, significantly saving the team’s time.
2. Integration with AI
English was chosen as the primary language for the emails. It is also automatically set as the communication language for users who did not select any of the other languages offered during registration on the website.
To create email campaigns in other languages, Netpeak marketers used an extension that integrates Google Sheets with ChatGPT via API. This functionality allows the services to exchange information and interact.
Important!
The GPT for Sheets and Docs extension processes the document content step by step — page by page and cell by cell, starting from the first one. Each cell contains a specific instruction for ChatGPT that determines the next action.
For example, if a French version of an email needs to be created:
- the extension accesses the corresponding cell on the base sheet (with the English version of the content);
- according to the instruction, ChatGPT translates the content into the specified language — French in this case (the language is specified separately for each cell);
- the completed translation is automatically inserted into the required cell in the document.
This approach makes it possible to automate localization and other routine tasks in Google Sheets and Docs with minimal manual involvement.
As designed, the process is repeated 18 times in the system — once for each language other than English. This allows the team to:
- significantly reduce working time;
- reduce costs for the client;
- create 19 language versions of the content.
3. Connecting an External Data Source to Yespo
The table with the completed translations became the external data source for Yespo, which the system uses to generate multilingual versions of the emails. Each new email campaign begins with a standard English-language template. This makes it possible to check the structure, element placement, and overall appearance of the email before launching all other language versions.
The standard email serves as the basis for creating other language versions. Based on it, the team created a template with variables instead of manually entered text. Specific parts of the code were used to tell Yespo where to retrieve the data needed to populate each structural element. In this case, the variables point to the cells in the spreadsheet containing the required language version.
At this stage, the only remaining step was to configure the transfer of the user’s language information to the service. This data can be obtained automatically when processing the contact database from the website. If this parameter is not available, it should be checked in the user’s account on the ME-QR.com website.
Results
Promo Campaigns
As a result, ME-QR subscribers regularly receive emails in the language they selected from the 19 available options. To collect accurate performance data for email campaigns, each language was analyzed separately:
The Open Rate within a single promotional email campaign can vary significantly by language. For example, in the case presented above, it ranged from 21.3% for the Indonesian version to 54.2% for the Japanese version. This is expected, as the figures also vary between different campaigns. For example, in another email sent on different dates, Open Rates ranged from 22.6% for Korean to 53.9% for Japanese.
Triggered Campaigns
As always, the Open Rate for trigger emails is higher than the corresponding rate for promotional campaigns. Here, the highest rate was 83.3% for Hebrew, while the lowest was 35.7% for Chinese.
One of the most effective types of trigger emails is the welcome series:
As with promotional campaigns, performance varies across different types of trigger emails:
- abandoned-viewing reminders had the highest Open Rate in Swedish — 83.3%;
- the lowest Open Rate for these emails was recorded in Malay — 29.6%.
Contact Base
After four months of active work on the project, the share of active customers in the database increased to 74%. This result was made possible by a systematic approach to email communications: regular promotional campaigns with well-thought-out subject lines, A/B testing of subject line variations, and well-configured trigger workflows.
Conversion
Another informative metric for evaluating email campaign performance is the number of QR codes created after users click through from an email to the website.
These actions can be tracked through clicks recorded by Google Analytics, including services such as Google AdSense. The resulting data makes it possible to assess how email marketing contributes to traffic acquisition and subsequent user activity on the website.
The month-over-month increase in clicks was:
- April — 14.76%;
- May — 13.12%;
- June — 22.85%;
- July — 89.63%;
- August — 48.36%.
Financial Effectiveness
ME-QR monetizes traffic from several channels, while the team tracks revenue dynamics through Yespo and Google AdSense. Both tools confirm steady growth in key financial metrics, demonstrating the effectiveness of a comprehensive approach to communication and analytics.
The significant spike in revenue shown on the chart coincides with the start of implementing changes to the promotion strategy. Revenue increased as a result of developing a relevant and systematic content strategy. A similar trend can also be seen in the conversions (clicks) shown above.
Monthly profit growth:
| Month | According to AdSense: | According to Yespo |
| May | 8.39% | -18.51% |
| June | 17.19% | 154.88% |
| July | 65.38% | 73.66% |
| August | 118.96% | 32.02% |
Conclusions
The Netpeak team successfully implemented and automated a comprehensive multilingual email marketing system for ME-QR, even though the client had not previously communicated with its users.
The first step was to create a universal email template and implement a trigger map. This made it possible to establish systematic and recognizable communication. As a result of the Netpeak team’s well-defined approach and Yespo’s functionality, every message followed the brand’s tone of voice and maintained a consistent visual style.
Multilingual communication was another challenge, as the ME-QR.com website is available in 19 languages, meaning the emails also had to reflect users’ language preferences. To scale the process without compromising quality, Netpeak specialists used artificial intelligence. Based on the original English-language version, the system automatically generated adapted translations for each language. External data sources were also connected to Yespo, which made it possible to fully automate email creation in all languages and significantly reduce the team’s workload.
Already in the first months after the launch, the results confirmed the effectiveness of this approach:
- Open Rate increased thanks to personalized multilingual communication;
- the active customer base and conversions began to grow steadily;
- financial results for the last quarter increased three- to fourfold.
Marta Laniak, Email Marketing Specialist at Netpeak Agencies Group
The collaboration with ME-QR was productive, engaging, and full of diverse challenges — from implementing multilingual communication to developing custom triggers and segmentation. Working on such a project is truly exciting because it is not a typical e-commerce or service business, where everything is fairly straightforward, but a SaaS product. The ME-QR team actively collaborated with us at every stage. Thanks to this, we were able to develop a retention strategy from scratch and continue to evolve it.
Vladislav Dyshlyuk, Project Manager at Netpeak Agencies Group
When we started working with the me-qr.com project, I immediately saw the potential for implementing retention marketing, given the scale of the challenges facing the brand. This became one of the key growth opportunities for the service because, in the QR code niche on the global market, competitors make limited use of this tool. We also had complete freedom to act from the partner, which motivated the entire team.
The product’s diverse target audience was an interesting challenge, but thanks to the active involvement of the project owner and his development team, we gained access to high-quality analytical data and were able to quickly adapt to the business’s needs. Their openness to new ideas and technical solutions, along with their ongoing support, allowed our team to work with up-to-date data and create custom solutions for managing the customer base.
Thanks to our joint efforts, the channel became profitable and reached positive ROI, as shown by growth in subscriptions and Google AdSense revenue.
We're continuing to deepen segmentation and automation and experimenting with new approaches that are delivering positive results. ME-QR is one of those projects that stays in your memory thanks to the partner’s professional team and the opportunity to experiment in pursuit of strong results.
Want to learn how Yespo CDP can work for your business? Fill out the form below, and our specialists will contact you shortly.