39 Multilingual Email Statistics That Prove Language Drives E-commerce Revenue

Data-backed insights revealing how native language email campaigns transform engagement rates, conversions, and customer loyalty for global e-commerce brands

The global e-commerce market spans continents and languages, yet most brands still send English-only emails to diverse customer bases. This oversight costs serious revenue. Research shows 56.2% of consumers prioritize content in their native language over lower prices, and localized email strategies can boost open rates 82%. But even the best-translated email fails if it lands in Gmail's Promotions tab instead of the Primary inbox. That's why e-commerce brands using Mailmend's platform combine multilingual strategies with inbox placement technology to maximize revenue from every subscriber segment.

Key Takeaways

• Language preference outweighs price sensitivity – 56.2% of consumers value native language content more than discounts

• Localization multiplies engagement – Native language emails generate 82% higher opens and 75% higher clicks

• Conversion impact is substantial – Full localization can increase conversions 70%

• Customer loyalty grows with localization – 94% of customers feel more loyal to brands providing localized content

• ROI is proven – Every $1 invested in localization generates up to $25 in revenue

• AI accelerates implementation – AI translation is 70-80% faster than traditional methods while cutting costs by 30%

• Market opportunity is massive – With only 16% of people speaking English, most brands underserve the majority of potential customers

Understanding the Impact of Language on Email Engagement Rates

1. 77% of the global population doesn't use English as their primary language

The numbers make the case clearly: approximately 77% of the global population either doesn't speak English or doesn't use it as their primary language. This represents the majority of potential customers for any e-commerce brand with international reach. Sending English-only communications means missing the preferred communication channel for most of your addressable market.

2. Only 16% of the world's population speaks English

Despite English dominating much of online commerce, only 16% of the world's population speaks the language. This stark reality means brands relying solely on English emails are competing for a fraction of the available market while leaving the majority underserved.

3. 6.5 billion people don't speak English as their first language

Globally, about 6.5 billion people don't speak English as their first language. This massive population represents untapped revenue potential for e-commerce brands willing to invest in multilingual email strategies.

4. 8.2% of the U.S. population doesn't speak English well

Even within the United States, 8.2% of people don't speak English or speak it less than "very well." Domestic brands ignoring this segment miss millions of potential customers who would convert at higher rates with native language communication.

5. 75% of consumers prefer shopping in their native language

Research consistently shows that 75% of consumers prefer shopping in their native language. This preference extends from product browsing through checkout, including every email touchpoint along the customer journey.

Key Multilingual Email Statistics: Open Rates by Language

6. Localized email strategies boost open rates by 82%

The engagement difference is substantial. Brands implementing localized email strategies see opens increase 82% compared to generic English-only campaigns. This improvement reflects the immediate recognition and relevance customers feel when receiving content in their native language.

7. Customers are 4x more likely to engage with native language content

Engagement doesn't just improve marginally—customers are 4 times more likely to engage with content presented in their native language. This multiplier effect applies across email opens, clicks, and ultimately conversions.

8. 56.2% of consumers prioritize language over lower prices

Perhaps the most compelling statistic: 56.2% of consumers prioritize receiving information in their own language more than they prioritize lower prices. When language preference beats price sensitivity, the business case for localization becomes undeniable.

9. 64% of consumers especially appreciate localized content

Beyond mere preference, 64% of consumers especially appreciate localized content, viewing it as a sign of respect and brand commitment to their market. This appreciation translates into stronger brand relationships and higher lifetime value.

10. 71% of consumers say native language support is critical

When surveyed, 71% of consumers reported that native language promotion and support of products were critical factors in their purchasing decisions. This isn't a nice-to-have—it's a requirement for many international customers.

Click-Through Rate (CTR) Performance in Multilingual Email Marketing

11. Localized emails boost click-through rates by 75%

The click-through rate improvements mirror open rate gains. Localized email strategies boost CTR 75%, moving more subscribers from email to website and ultimately to purchase.

12. Translating emails can double or triple clickthrough rates

Earlier research from MarketingSherpa found that translating emails can double or triple clickthrough rates. This historical data point confirms that the engagement benefits of localization have remained consistent over time.

13. 55% of consumers are more likely to purchase with native language information

Beyond clicks, 55% of consumers are more likely to complete a purchase when product information is provided in their native language. The path from click to conversion shortens significantly with localized content.

14. 60% of non-native English speakers rarely buy from English-only sites

The cost of ignoring localization is measurable: 60% of non-natives rarely or never buy from English-only websites. These aren't customers who might convert with better offers—they're customers who won't convert at all without localized experiences.

15. 40% of consumers refuse to purchase in a non-native language

Taking the point further, 40% of consumers outright refuse to purchase products or services presented in a non-native language. No amount of marketing optimization can convert customers who won't engage with your content language.

Revenue Impact: How Multilingual Emails Drive E-commerce Sales

16. Localization can boost conversion rates by up to 70%

The revenue case is compelling. Full localization, including local currency and cultural adaptation, can boost conversions 70%. This improvement represents transformational revenue growth for brands expanding internationally.

17. Basic translation increases conversions by 13%

Even basic translation efforts without full localization increase conversions 13%. This low-effort entry point provides immediate returns while brands develop more comprehensive localization strategies.

18. Companies targeting three or more markets see 18.22% conversion growth

Scale matters. Companies targeting three or more markets see conversion growth of 18.22%, demonstrating compounding returns from multilingual expansion.

19. Translating ads and landing pages yields 20% conversion increase

When brands translate marketing touchpoints including ads and landing pages, they experience 20% increases in conversions. Extending this approach to email campaigns compounds these gains.

20. Full localization with local currency increases conversions by 70%

The complete package delivers the biggest impact. Full localization including local currency pushes conversion improvements to 70%, demonstrating the value of comprehensive international strategy.

21. Every $1 invested in localization generates up to $25 in revenue

The ROI math works decisively in localization's favor. Research shows every $1 invested in localization can generate up to $25 in revenue—a 25x return that few other marketing investments can match.

Challenges and Best Practices for Multilingual Email Deliverability

22. 59% of consumers avoid English-only websites

Deliverability challenges multiply when language barriers exist. With 59% of consumers actively avoiding English-only websites, the stakes for proper multilingual email delivery are higher than ever.

23. Only 28% of consumers would purchase from non-native language sites

The conversion ceiling is real: only 28% of consumers would purchase from a site not presented in their native language. This limitation applies equally to email campaigns that fail to speak customers' languages.

24. 44% of European internet users feel they miss valuable information

In Europe specifically, 44% of internet users feel they miss out on valuable information because websites and communications aren't in a language they understand. This perception gap represents missed revenue opportunities.

25. E-commerce sites with localized content see 10-15% higher conversion rates

Consistently, e-commerce websites catering to language preferences see 10-15% higher conversion rates than those that don't. These baseline improvements compound when combined with inbox placement optimization.

For brands investing in multilingual campaigns, deliverability becomes critical. Perfectly translated emails that land in the Promotions tab still underperform. Mailmend addresses this by ensuring campaigns reach the Primary inbox regardless of language or promotional content.

Personalization and Segmentation Strategies for Multilingual Audiences

26. 94% of customers feel more loyal to brands providing localized content

Loyalty follows localization. A remarkable 94% of customers feel more loyal to brands that provide localized content, demonstrating that language preference connects to long-term relationship building.

27. Businesses report 47% increase in customer loyalty from localization

The loyalty impact is quantifiable: businesses prioritizing e-commerce localization report a 47% increase in customer loyalty metrics. This improvement extends customer lifetime value across entire international segments.

28. Localization results in 53% boost in customer satisfaction

Customer satisfaction scores reflect the same pattern. Localization boosts satisfaction 53%, creating the foundation for repeat purchases and referrals.

29. 76% of consumers prefer buying products with native language information

The preference is overwhelming: 76% of consumers prefer buying products with information presented in their native language. Meeting this preference through segmented email campaigns drives measurable revenue gains.

30. Companies localizing for two markets report 16.42% conversion growth

Expansion pays off quickly. Companies localizing for two markets report 16.42% growth in conversions, providing proof of concept for broader multilingual strategies.

Measuring Success: Analytics for Multilingual Email Campaigns

31. 96% of companies using automated translation report positive ROI

Measurement validates the investment. 96% of companies using automated translation technology report positive ROI from their localization efforts, confirming that the strategy works across industries and market sizes.

32. 65% of companies see 3x or greater returns from localization

The returns aren't marginal. 65% of companies see returns of 3x or more from localization investments, making multilingual strategy one of the highest-ROI marketing activities available.

33. Localized content increases search traffic by 47%

Beyond email, localization boosts search traffic 47%, demonstrating cross-channel benefits from multilingual content strategies.

34. Localization boosts website visits by 70%

Website traffic follows the same pattern, with localization boosting visits 70%. Email campaigns driving traffic to localized landing pages multiply these effects.

E-commerce brands using Klaviyo can leverage native A/B testing to measure exact performance differences between localized and non-localized campaigns. Brands working with Mailmend's partnership program combine this measurement capability with inbox placement data to optimize both language and deliverability simultaneously.

Future Trends in Multilingual Email Marketing and AI Integration

35. AI translation is 70-80% faster than traditional methods

AI is transforming multilingual email execution. AI translation combined with human post-editing is 70-80% faster than traditional translation methods, enabling brands to scale localization without proportional time investment.

36. AI delivers 30% cost savings on translation

Beyond speed, businesses adopting AI translation report an average 30% savings compared to traditional methods. These savings make comprehensive localization accessible to mid-market brands.

37. AI-powered personalization boosts conversions by 82%

When AI handles both translation and personalization, the results compound. AI-powered personalization can boost conversion rates by up to 82%, combining language preference with behavioral targeting.

38. The language services market will reach $127.53 billion by 2032

The market trajectory confirms growing investment in localization. The global language services market, valued at $71.53 billion in 2024, is projected to reach $127.53 billion by 2032, growing at a 7.60% CAGR.

39. Email delivers $36 for every $1 spent

The channel fundamentals remain strong. Email marketing generates $36 per dollar—a 3600% ROI that outperforms nearly every other marketing channel. Combining this inherent efficiency with multilingual optimization and Primary inbox placement creates compounding returns.

Frequently Asked Questions

How do language barriers impact email open rates and click-through rates?

Language barriers significantly suppress email performance. Research shows customers are 4 times more likely to engage with content in their native language, while localized strategies boost opens by 82% and CTR by 75%. Conversely, 60% of non-natives rarely or never purchase from English-only sources.

What ROI can businesses expect from multilingual email campaigns?

The ROI from multilingual email campaigns is substantial. Research indicates every $1 invested in localization generates up to $25 in revenue, and 65% of companies report 3x or greater returns. Combined with email's baseline $36 per dollar, multilingual email represents one of the highest-ROI marketing strategies available.

How can businesses ensure good deliverability for multilingual email campaigns?

Deliverability for multilingual campaigns requires both technical infrastructure and inbox placement strategy. While proper email authentication and sender reputation matter, ensuring emails reach the Primary inbox rather than the Promotions tab is equally critical. Brands using Mailmend's proprietary technology solve the inbox placement challenge regardless of email language or promotional content, maximizing visibility for localized campaigns.

Can AI effectively translate email content without losing cultural nuances?

AI translation has improved dramatically, with AI-assisted approaches now 70-80% faster than traditional methods while maintaining quality. However, best practice combines AI translation with human review for cultural nuances. The 96% of companies reporting positive ROI from automated translation confirm the technology's effectiveness when properly implemented.

Is it worth localizing for just one or two additional markets?

Yes. Companies localizing for two markets report 16.42% conversion growth, while those targeting three or more markets see 18.22% improvement. Even basic translation increases conversions by 13%, making limited localization a viable starting point with clear expansion path.