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Multi-language nurture branch by locale property

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Marketing Hub Professional.

Contact21 stepsUpdated for HubSpot seat pricing
OutcomeA contact gets the nurture sequence in their own language, based on a locale property, instead of every contact receiving the same English default regardless of where they signed up.
Workflow maplead-nurturing-030
Filter: locale known, not customer leads to Locale value?. Locale value? leads to fr-fr: Send: Welcome 1 French; nl-nl: Send: Welcome 1 Dutch; de-de: Send: Welcome 1 German; es-es: Send: Welcome 1 Spanish; Other/default: Send: Welcome 1 English. Send: Welcome 1 French leads to Delay 3 days. Send: Welcome 1 Dutch leads to Delay 3 days. Send: Welcome 1 German leads to Delay 3 days. Send: Welcome 1 Spanish leads to Delay 3 days. Send: Welcome 1 English leads to Delay 3 days. Delay 3 days leads to Same locale check. Same locale check leads to Send matching Welcome 2. Send matching Welcome 2 leads to Set locale_nurture_completed = true. Filter: locale known, not customer Locale value? fr-fr Send: Welcome 1 French nl-nl Send: Welcome 1 Dutch de-de Send: Welcome 1 German es-es Send: Welcome 1 Spanish Other/default Send: Welcome 1 English Delay 3 days Same locale check Send matching Welcome 2 Set locale_nurture_completed = true
Filter: locale known, not customer leads to Locale value?. Locale value? leads to fr-fr: Send: Welcome 1 French; nl-nl: Send: Welcome 1 Dutch; de-de: Send: Welcome 1 German; es-es: Send: Welcome 1 Spanish; Other/default: Send: Welcome 1 English. Send: Welcome 1 French leads to Delay 3 days. Send: Welcome 1 Dutch leads to Delay 3 days. Send: Welcome 1 German leads to Delay 3 days. Send: Welcome 1 Spanish leads to Delay 3 days. Send: Welcome 1 English leads to Delay 3 days. Delay 3 days leads to Same locale check. Same locale check leads to Send matching Welcome 2. Send matching Welcome 2 leads to Set locale_nurture_completed = true. Filter: locale known, not customer Locale value? fr-fr Send: Welcome 1 French nl-nl Send: Welcome 1 Dutch de-de Send: Welcome 1 German es-es Send: Welcome 1 Spanish Other/default Send: Welcome 1 English Delay 3 days Same locale check Send matching Welcome 2 Set locale_nurture_completed = true

When to use it, when not to

Use it

  • Use once translated versions of the nurture emails exist for at least the top two or three locales by contact volume.
  • Use it as a branching layer on top of an existing sequence (for example lead-nurturing-001), not as a brand-new content track; the goal is language parity, not different messaging per locale.
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Skip it

  • Do not use it if contact_locale is mostly unset. Confirm the fill rate before building branch content nobody will see.
  • Do not build this as a custom property branch if the account already uses HubSpot's native multi-language content and smart content tools to serve translated versions automatically. *(check in your portal: whether native multi-language content variants inside a single email, keyed off contact locale, already cover this use case without needing a custom If/then branch at the workflow level)*
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The rest of this spec

Prerequisites · 3 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 21 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 4

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 6 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV

The properties JSON creates the fields in one call. The workflow JSON documents the build.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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