diff --git a/src/pretix/plugins/sendmail/models.py b/src/pretix/plugins/sendmail/models.py
index 29001a6d73..2e3c049ccd 100644
--- a/src/pretix/plugins/sendmail/models.py
+++ b/src/pretix/plugins/sendmail/models.py
@@ -31,6 +31,7 @@ from django_scopes import ScopedManager
 from i18nfield.fields import I18nCharField, I18nTextField
 
 from pretix.base.email import get_email_context
+from pretix.base.i18n import language
 from pretix.base.models import (
     Event, InvoiceAddress, Item, Order, OrderPosition, SubEvent,
 )
@@ -133,44 +134,45 @@ class ScheduledMail(models.Model):
         send_to_attendees = self.rule.send_to in (Rule.ATTENDEES, Rule.BOTH)
 
         for o in orders:
-            positions = list(o.positions.all())
-            o_sent = False
+            with language(o.locale, e.settings.region):
+                positions = list(o.positions.all())
+                o_sent = False
 
-            try:
-                ia = o.invoice_address
-            except InvoiceAddress.DoesNotExist:
-                ia = InvoiceAddress(order=o)
-
-            if send_to_orders and o.email:
-                email_ctx = get_email_context(event=e, order=o, invoice_address=ia)
                 try:
-                    o.send_mail(self.rule.subject, self.rule.template, email_ctx,
-                                log_entry_type='pretix.plugins.sendmail.rule.order.email.sent')
-                    o_sent = True
-                except SendMailException:
-                    ...  # ¯\_(ツ)_/¯
+                    ia = o.invoice_address
+                except InvoiceAddress.DoesNotExist:
+                    ia = InvoiceAddress(order=o)
 
-            if send_to_attendees:
-                if not self.rule.all_products:
-                    positions = [p for p in positions if p.item_id in limit_products]
-                if self.subevent_id:
-                    positions = [p for p in positions if p.subevent_id == self.subevent_id]
-
-                for p in positions:
+                if send_to_orders and o.email:
+                    email_ctx = get_email_context(event=e, order=o, invoice_address=ia)
                     try:
-                        if p.attendee_email and (p.attendee_email != o.email or not o_sent):
-                            email_ctx = get_email_context(event=e, order=o, invoice_address=ia, position=p)
-                            p.send_mail(self.rule.subject, self.rule.template, email_ctx,
-                                        log_entry_type='pretix.plugins.sendmail.rule.order.position.email.sent')
-                        elif not o_sent and o.email:
-                            email_ctx = get_email_context(event=e, order=o, invoice_address=ia)
-                            o.send_mail(self.rule.subject, self.rule.template, email_ctx,
-                                        log_entry_type='pretix.plugins.sendmail.rule.order.email.sent')
-                            o_sent = True
+                        o.send_mail(self.rule.subject, self.rule.template, email_ctx,
+                                    log_entry_type='pretix.plugins.sendmail.rule.order.email.sent')
+                        o_sent = True
                     except SendMailException:
                         ...  # ¯\_(ツ)_/¯
 
-            self.last_successful_order_id = o.pk
+                if send_to_attendees:
+                    if not self.rule.all_products:
+                        positions = [p for p in positions if p.item_id in limit_products]
+                    if self.subevent_id:
+                        positions = [p for p in positions if p.subevent_id == self.subevent_id]
+
+                    for p in positions:
+                        try:
+                            if p.attendee_email and (p.attendee_email != o.email or not o_sent):
+                                email_ctx = get_email_context(event=e, order=o, invoice_address=ia, position=p)
+                                p.send_mail(self.rule.subject, self.rule.template, email_ctx,
+                                            log_entry_type='pretix.plugins.sendmail.rule.order.position.email.sent')
+                            elif not o_sent and o.email:
+                                email_ctx = get_email_context(event=e, order=o, invoice_address=ia)
+                                o.send_mail(self.rule.subject, self.rule.template, email_ctx,
+                                            log_entry_type='pretix.plugins.sendmail.rule.order.email.sent')
+                                o_sent = True
+                        except SendMailException:
+                            ...  # ¯\_(ツ)_/¯
+
+                self.last_successful_order_id = o.pk
 
 
 class Rule(models.Model, LoggingMixin):
diff --git a/src/tests/plugins/sendmail/test_rules.py b/src/tests/plugins/sendmail/test_rules.py
index 972e11a2e3..bc1f25b17f 100644
--- a/src/tests/plugins/sendmail/test_rules.py
+++ b/src/tests/plugins/sendmail/test_rules.py
@@ -28,7 +28,7 @@ from django.core import mail as djmail
 from django.utils.timezone import now, utc
 from django_scopes import scopes_disabled
 
-from pretix.base.models import Order
+from pretix.base.models import InvoiceAddress, Order
 from pretix.plugins.sendmail.models import Rule, ScheduledMail
 from pretix.plugins.sendmail.signals import sendmail_run_rules
 
@@ -361,3 +361,22 @@ def test_sendmail_rule_disabled(event, order):
 
     sendmail_run_rules(None)
     assert len(djmail.outbox) == 0
+
+
+@pytest.mark.django_db
+@scopes_disabled()
+def test_sendmail_context_localization(event, order, pos):
+    order.locale = 'de'
+    order.save()
+    event.settings.name_scheme = 'salutation_given_family'
+    InvoiceAddress.objects.create(
+        order=order,
+        name_parts={'_scheme': 'salutation_given_family', 'salutation': 'Mr', 'given_name': 'Max', 'family_name': 'Mustermann'}
+    )
+
+    djmail.outbox = []
+    event.sendmail_rules.create(send_date=dt_now - datetime.timedelta(hours=1), include_pending=True,
+                                subject='meow', template='Hallo {name_for_salutation}')
+
+    sendmail_run_rules(None)
+    assert "Hallo Herr Mustermann" in djmail.outbox[0].body