How translators count an email
Translators and translation agencies quote by the word in the original language, usually with a minimum fee. An email has more copy than it looks: the subject line, the preheader, every heading, button and footer line, and the image descriptions (alt text) that screen readers and image-blocking inboxes show. This tool pulls all of it out in reading order, so the count you send for a quote is the count they'll charge for.
Getting an email ready for translation
- Merge tags:
{{ first_name }},*|FNAME|*and similar must stay exactly as written, or personalisation breaks. The tool lists them so you can flag them in the brief. - Numbers, prices and dates: check them in every language, in the right currency and date format.
- Length: German and French usually run longer than English, so subject lines and buttons that fit in English can be cut off.
- Context: a translator working from a spreadsheet can't see where a line sits. Say which are buttons and headings (the sheet does), or let them see the email.
A rough guide to cost and time
Professional rates vary widely by language pair and specialism, so use your own rate. As a guide, one translator does about 2,000 words a day, and most marketing emails are 150 to 400 words.
Frequently asked questions
How many words are in a marketing email?
Most are 150 to 400 words, including the subject line, preheader, headings, buttons, footer and image descriptions. Newsletters can be 800 or more.
Do image descriptions (alt text) need translating?
Yes. Inboxes that block images show the alt text, and screen readers read it aloud, so it should be in the reader's language. It counts towards the word total.
What are merge tags and why do they matter?
Placeholders such as {{ first_name }} that your email platform fills in for each person. If a translator changes or translates one, personalisation breaks, so they must be kept exactly as written.
Is my email uploaded?
No. The copy is pulled out and counted in your browser; nothing is sent anywhere.
How do I send it to translators?
Copy it as a sheet and paste it into Excel or Google Sheets, with a column for each translation. Or, in Mailfois, send translators a private link to translate straight into the email.