Multi-Language and Localization in Braze: Engaging Global Audiences

In digital marketing, success is no longer about simply “sending a message” — the true difference lies in who receives it, in which language, and how it resonates.
For global brands, sustaining that connection depends on the effectiveness of their multilanguage support and localization strategies.

At this point, Braze empowers brands to deliver meaningful, personalized, and localized experiences to users around the world.
As an official Braze partner, Omtera helps businesses make this power scalable, measurable, and manageable across all channels.

Why Multilanguage Support Has Become Essential

Today’s brands must understand not only their users’ language, but also their culture.
A campaign that performs well in English in the U.S. may lose its impact in Turkey or France.

For example:

• An English push notification may achieve a 12% click-through rate,
• Yet when the same message is sent in the user’s preferred language, that rate can rise to over 30%.

This difference is not just about translation — it shows the power of a localized experience built with the right language, tone, and timing.

Braze’s multilanguage support enables brands to form personal connections with global audiences while maintaining consistency and efficiency.

Braze’s Multilanguage and Localization Capabilities

Braze allows global brands to manage all their marketing communications from a single platform — in multiple languages and with full cultural alignment.

1. Multi-Language Campaigns

Braze users can create multiple language versions of a campaign within a single Canvas flow.
The system automatically detects the user’s language preference from their profile and delivers the correct version.

For example:

• Turkish users receive: “Hoş geldiniz! İlk siparişinizde %10 indirim sizinle.”
• French users receive: “Bienvenue ! Profitez de 10 % de réduction sur votre première commande.”
• English users receive: “Welcome! Enjoy 10% off your first order.”

With a single Canvas, campaigns run seamlessly in different languages — reducing complexity and simplifying management.

2. Language Segmentation

With Braze’s Segment Builder, users can be segmented not only by language preference, but also by country, device language, or app language.

This allows brands to:

• Send Turkish messages to users in Turkey,
• Send Arabic content to audiences in the Middle East,
• Send French campaigns to users in Europe.

In short: every user engages with a brand that speaks their language.

3. Dynamic Content and Liquid Personalization

Braze enables dynamic content creation through its Liquid templating language.
Each message is automatically personalized based on user attributes.

This means a single template can support multiple languages — ensuring content consistency while simplifying global marketing operations.

4. Localization Tokens

Braze automatically converts dates, times, currencies, and measurement units into local formats.

For example:

• “October 13, 2025” → “13 October 2025”
• “$50” → “₺50”
• “9:00 AM” → “09:00”

These details may seem minor, but they create a sense of trust and professionalism that strengthens the user experience.

Omtera’s Role: Turning Braze’s Power into Strategy

At Omtera, we focus not only on Braze’s technical capabilities but also on their strategic value.
We help brands turn global ambitions into local success through infrastructure, process, and content excellence.

Strategic Planning

Omtera builds language-based campaign strategies tailored to each market.
We determine which message, in which language, should be sent through which channel — maximizing engagement at every step.

Content Quality Assurance (QA)

We test every language version for accuracy, character limits, RTL (right-to-left) alignment, and visual consistency.
For languages like Arabic or Turkish, we ensure readability and design standards meet the highest expectations.

Technical Integration

We integrate Braze’s multilanguage module with your existing data sources such as CRM, CDP, or API systems.
This ensures segmentation works correctly and translation files update automatically across campaigns.

Common Mistakes in Multilanguage Strategies

Brands often make similar mistakes when managing multilanguage campaigns in Braze:

• Not setting a fallback language — some users end up receiving blank messages.
• Managing translations manually — leads to content inconsistency.
• Ignoring RTL alignment — causes layout issues in Arabic or Hebrew messages.
• Overlooking cultural nuances — for instance, “Happy Holidays” may be fine in the U.S. but inappropriate in Saudi Arabia.

Omtera eliminates these risks through QA processes, test flows, and Braze verification tools, ensuring each campaign performs flawlessly across markets.

Maximizing Braze’s Potential with Omtera

The Braze platform is powerful — but unlocking its full potential requires the right strategy, configuration, and partner.

At Omtera, we help brands optimize:

• Their data model,
• Their user segmentation,
• Their language workflows.

As a result, brands do more than translate messages — they build meaningful relationships with customers in every language and every market.

Would you like to create consistent and localized customer experiences across all global markets?
Optimize your multilingual Braze setup with Omtera — schedule a consultation today.

Frequently Asked Questions (FAQ)

1. In which channels is Braze’s multilanguage support available?
→ It’s available across all channels including email, push notifications, in-app messages, SMS, and webhooks.

2. How does Omtera support the translation process?
→ Omtera handles translation file management, testing, and quality control to ensure seamless localization.

3. Is localization just translation?
→ No. Localization includes everything from date and time formatting to currency, visuals, and message tone, the entire user experience.