How do language preferences affect engagement?

Language preference directly affects comprehension and trust. Sending an email in the wrong language creates immediate disengagement. Subscribers can't act on content they don't understand, and the mismatch signals that you don't know or care about their needs.

Collect language preference during signup, through preference centers, or infer it from browser settings or geographic location. Store this as a profile attribute and use it to segment sends.

Emails in the subscriber's preferred language see higher open rates, click rates, and conversion rates. They also reduce unsubscribes and spam complaints because the content feels relevant and intentional.

Don't rely solely on machine translation. Professional localization ensures tone, idioms, and cultural nuance translate correctly. Poor translation damages credibility and can create unintended offense.

Language is the flag that signals where the ship comes from. Flying the wrong flag confuses the harbor and creates unnecessary friction.