Latest / Marketing Automation with Fexingo: HubSpot, Marketo, and Automated Customer Journeys
Why Marketing Automation Ignores Customer Language Shifts
In this episode of Marketing Automation with Fexingo, Lucas and Luna explore a hidden flaw in automated workflows: they rarely account for customers who switch languages. The discussion centers on a 2025 study by Common Sense Advisory showing that 76 percent of online shoppers prefer buying in their native language, yet most marketing automation platforms default to the language used at sign-up. Lucas highlights the story of a German expat in Tokyo who stopped opening emails from his favorite outdoor gear brand after moving—because the brand's workflow never recognized his language…
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