Case studies / BWS Event Support
Case study BWS: newsletters in three languages people actually open
- 49-64% open rate across three languages, clearly above the 31.35% industry benchmark (Mailchimp, Business + Finance category)
- 199 campaigns on the account, the client funnel goes out in PL, DE and EN on the same day
- A recruitment newsletter with a CTOR of up to 31.8% ("We are looking for riggers")
A technical services company newsletter usually reads like an event report. Nobody opens it, because why would they. At BWS every issue is one story from a production: a van broke down on the autobahn on a public holiday, a crew member had to fly home on the first morning, and the job still started on schedule.
The 15.09.2026 send, same issue in three languages:
| Recipients | Opens | CTOR | |
|---|---|---|---|
| PL | 211 | 49.3% | |
| DE | 334 | 53.9% | 7.2% |
| EN | 135 | 55.6% | 10.7% |
The industry average for Business + Finance is 31.35% (Mailchimp). Since Apple Mail’s privacy changes open rates are inflated everywhere, so I read them as a direction and CTOR as the harder number.
Three things doing the work
- A story, not an announcement. A real situation and how we sorted it. Clients read to find out how it ended.
- Every language written on its own. A German reader gets text that sounds German, not a translation from Polish.
- Custom HTML in BWS colours, no stock MailerLite templates.
A separate newsletter goes to job candidates. “We are looking for riggers” got 44% opens and 31.8% CTOR. The account has 199 campaigns sent so far.