How to handle multilingual segmentation?

Multilingual segmentation starts with identifying language preference for each subscriber. Collect this during signup, infer it from location or browser settings, or ask directly in a preference center.

Create separate segments or lists for each language. This allows you to send fully localized campaigns with translated subject lines, body content, and calls to action. Platforms like Braze, Iterable, and Klaviyo support language based segmentation natively.

Use dynamic content blocks if your ESP supports them. This allows a single campaign to render different languages based on subscriber attributes, reducing the need for duplicate workflows.

For automation workflows, build parallel paths for each language or use conditional logic to branch based on language preference. Ensure every touchpoint in the journey is localized, including transactional emails and error messages.

Test each language version separately. Verify that translations are accurate, links work correctly, and the content feels natural to native speakers. Avoid literal translations that lose cultural context.

Each language is a different port with its own customs. Your message must adapt to the local dialect to dock successfully.