Why Your Email Template Tanks Abroad—Cultural Segmentation Secrets with Rodrigo Brandão
Update: 2025-12-18
Description
Today the inbox, tomorrow THE WORLD!
Scaling email programs internationally demands far more than translating templates—it requires reimagining your entire strategy for each market's unique needs, regulations, and consumer behavior.
In this episode, Guy and Danielle sit down with Rodrigo Brandão of Be Growth to learn how he helped build a top-notch email strategy across 48 countries. Drawing from his experience scaling UTUA, a personal finance platform, Rodrigo shares battle-tested tactics for navigating diverse mailbox providers, regional compliance frameworks, and the data required to manage 25 million emails daily.
What you'll learn:
- How to approach the nuances of each country
- Why LGPD compliance (and GDPR-like regulations) actually improve deliverability performance
- The 48-hour activation window as your primary indicator of list quality
- How mailbox provider distribution shifts your entire technical strategy
- The data infrastructure required to prevent catastrophic segmentation failure
…and so much more! .
About the Guest(s)
Rodrigo Brandão is the Head de Retenção at Be Growth, a Brazilian business hub with portfolio companies including Youtua, a leading personal finance advisory platform operating across 48 countries. With extensive expertise in scaling email marketing programs globally, Rodrigo has built and optimized email operations sending 25 million emails daily while navigating complex international regulations, diverse mailbox provider infrastructures, and culturally distinct consumer behaviors. His work spans critical challenges including LGPD compliance, multi-country segmentation, activation optimization, and deliverability management across varying regional conditions—from 80% activation rates in Norway to 40% in India.
Hosts at a Glance:
Hosts at a Glance:
Danielle Gallant - Danielle is a Senior Email Strategist at Validity. She has over seven years of experience working with global brands to craft strategies that amplify email performance. She is a self-professed email nerd, dog lover, and podcast fanatic.
Guy Hanson - Guy is Vice President of Customer Engagement at Validity. He has led global consulting teams working with clients to improve email deliverability, subscriber engagement, and revenue. He believes in giving back to his community and is a regular speaker at flagship events, providing training and producing fresh and insightful thought leadership.
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Email After Hours: The Podcast for Email Senders is handcrafted by our friends over at fame.so
Check out our three most downloaded episodes:
- Rethinking Customer Loyalty Programs: The Good, The Bad, and The Free Coffee
- The One Email Metric You’re Not Tracking (& Other Secrets to Killer Email Content) with MarketingProfs’ Ann Handley
- New Consumer Email Trends & Tips to Become a BFF Brand with the Data & Marketing Association (DMA)
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