The challenge: scaling newsletter production across more than 30 markets
Grundfos Domestic Building Services runs a newsletter track for installers across Western and Central and Eastern Europe. The programme is designed to educate and engage installers so they can recommend, install and service Grundfos solutions with confidence.
Producing the content was time-consuming. Translation and implementation depended heavily on agency workflows, local resources varied considerably, and the production cycle made it difficult to add the personalization markets increasingly needed.
From proof of concept to an operational marketing workflow
Grundfos began by testing more than 200 emails across more than 20 languages. The team evaluated value, accuracy and quality, rebuilt its writing rules and retested the output before moving into development and implementation.
Magnity was then introduced in stages across markets, with direct integration into Marketo, scalable localization, embedded personas and language-specific rules. Feedback loops and continuous optimization helped the team refine writing rules across 30 markets while keeping local stakeholders involved.
Production fell from 14 weeks to 8 weeks
Before Magnity, content planning was followed by agency creation, agency translation and implementation, local review and launch. The complete campaign process took 14 weeks.
With content creation and translation combined inside the new workflow, the same process took eight weeks. Local review remained in place: Grundfos explicitly found that the review phase could not be skipped and that real people remained essential to quality.
More than 50% lower email marketing costs
Grundfos reduced email marketing costs by more than 50%. The comparison excludes savings from other automation initiatives, isolating the contribution of the newsletter programme and its Magnity licence.
Performance improved at the same time. From May–December 2024 to May–December 2025, open rate increased by 5.5 percentage points, click rate increased by 5.5 percentage points and click-to-open rate increased by 0.5 percentage points. Average engagements per web visit reached 8.86%.
What Grundfos learned about adopting AI
Stakeholder management remained critical after implementation. In an experiment, high-resource European markets received both AI-translated and agency-translated newsletters without being told which was which. No negative feedback was received, and both types were accepted equally.
The takeaway was practical: resistance was often driven by awareness of AI rather than by output quality. Successful adoption required early local involvement, willingness to adapt established processes and a commitment to using AI to support quality rather than lower standards.
The next step
The initial newsletter track established a foundation for broader automation. Grundfos’ stated direction includes automated nurture programmes, content reuse across touchpoints and personas, more advanced personalization and eventually adaptive journeys based on customer behaviour.
Pricing
