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With the exception of Canada and Australia, Agora prices its products in U.S. dollars, but will accept all convertible currencies.
National Geographic takes advantage of variable printing to print its prices in the local currency and to list the popular payment methods (direct debit, credit card, etc.) of the recipient's country.
Letter and Inserts
To reduce the weight of a package, a mailer may cut back or consolidate the number of pages or inserts in a mailing. Agora, for instance, often decreases the number of pages in its self-mailers from 24 to 16, which may require cutting or tweaking copy.
The decision to translate your package into the local language largely depends on your product or service. Many U.S. direct marketers have successfully mailed their English-language controls with minor changes.
Either way, carefully review all copy. Convert any weights or measurements to the metric system, and remove or rewrite American slang and common references, such as "grand slam."
Carrier and Reply Envelopes
If a prospect's name and address is meant to peek through a glassine window on the carrier or reply envelope, make sure the window is large enough to accommodate an international address. Also, check to see if the address still is visible if the letter or order card shifts during transit.
Review
"A good marketer is an executive art director," says Terry, who feels it pays to make sure that in the end your package doesn't look like an adaptation. While any good marketer will look at a package from a cost-analysis standpoint, you also want to make sure the finished package isn't a watered-down version of the domestic control.
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