Expanding a Shopify store internationally is exciting—but it’s also tricky. When I first tried sending emails to customers in different countries, I quickly realized that just translating your store or email isn’t enough. People respond to content that feels local, familiar, and culturally relevant. Over time, I found a workflow that helps me create multilingual EDM campaigns that actually work, and I want to share what I’ve learned.

Start With a Multilingual Shopify Store

Before worrying about emails, make sure your Shopify store is properly multilingual:

  • Enable multiple languages in Shopify: This is the first step. I usually pick the top 3–5 languages for my main markets.
  • Use Shopify’s Translate & Adapt or other translation apps: Automatic translation is a good starting point, but I always tweak it manually. Even small changes in wording make emails feel much more natural.
  • Consider URL structure: Adding /fr/ or /de/ makes it clear which language the page is in—and it helps with SEO too.

The store itself sets the tone for your emails. If your site feels local, your emails will feel more trustworthy.

Capture Language Preferences Early

When people sign up for newsletters, it’s tempting to just throw them into one big list. I learned this the hard way. Now, I always capture their language preference:

  • Use sign-up forms that are language-specific. For example, if someone subscribes on your Spanish site, mark them as Spanish.
  • Segment your lists by language. This way, each campaign can speak the right language, instead of relying on generic “one-size-fits-all” messages.

Trust me—segmentation makes a huge difference in open rates and click-throughs.

Localize, Don’t Just Translate

Here’s the biggest mistake I see many stores make: they translate emails word-for-word. That’s not enough. What works for one country might flop in another. I always:

  • Adjust the tone: Some languages prefer formal greetings; others like casual, friendly messages.
  • Adapt visuals: Colors, holidays, and even product images sometimes need tweaking.
  • Reference local events or holidays: A campaign tied to Chinese New Year won’t resonate in France.

Little details like this make emails feel like they were written for that audience, not just thrown together.

Use Conditional Logic and Segmentation in Email Tools

When I started, I tried sending the same email to everyone. Results? Meh. Now, I:

  • Use Shopify-compatible tools (like Seguno or Klaviyo) to segment by language.
  • Set up conditional blocks in emails: the same template can show different content depending on the subscriber’s language.

It’s a bit of setup upfront, but it saves time and keeps things consistent later.

Automate Key Flows in Multiple Languages

I can’t stress this enough: automated emails are where you make real money. Think welcome series, abandoned carts, and order confirmations. My tip:

  • Duplicate each flow per language.
  • Translate and localize content, not just text but also product names and calls-to-action.
  • Test dynamic content—sometimes Shopify email templates pull product info in the default language, so check everything.

This ensures that your customers feel seen and understood from the moment they sign up.

Test, Learn, and Tweak

Localization is never “done.” I constantly track:

  • Open and click-through rates per language
  • Conversion rates
  • Revenue per campaign

Then I tweak language, images, or subject lines until performance improves. Small adjustments often have big impacts.

What I’ve Learned

  • Multilingual stores + localized emails = better engagement
  • Segmentation by language is non-negotiable
  • Translation alone isn’t enough—you need cultural tweaks
  • Automating multilingual flows saves time and keeps messaging consistent
  • Keep testing. There’s always room to improve

If you want to grow internationally, think like a local. Even small localization efforts can dramatically increase engagement and sales.