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How Kramp used Deployteq to build personalised AI-powered email templates for 24 Countries

Case Studies
May 22, 2025

Kramp, established in 1951, has grown into Europe’s leading agri-technical wholesaler, specialising in spare parts and accessories for the agricultural sector. With over 500,000 products available online and operations in 24 European countries, Kramp ensures customers receive expert advice and fast delivery to keep their businesses running smoothly. Despite its growth, the company maintains a family culture, emphasizing local partnerships and personalized service.

Kramp has long been a pioneer in embracing digital innovation to drive its business forward. With an annual turnover exceeding €1 billion, primarily generated through its webshop, the company has consistently leveraged technological advancements to enhance its operations and customer experience.

The challenge

Kramp’s webshop serves as a key ordering portal for its customers, including dealers, manufacturers, resellers, and B2B end-users across the agricultural, forestry, grass care, and construction sectors. With a catalogue of over 500,000 products, the company identified a valuable opportunity to introduce customers to items they had not yet considered. To leverage this opportunity, Kramp launched a new email campaign focused on personalised product recommendations, aiming to enhance the customer experience and drive incremental sales.

As Kramp continued to refine its data-driven strategy with automated product recommendations via the email campaign, they recognised the need for a new, future-proof email template. While the old template allowed for language-specific content and product recommendations, it had become outdated. The existing HTML and CSS were no longer capable of supporting the evolving needs of the business, particularly with regard to tracking data accurately and providing marketers with the flexibility to create campaigns.

To support the success of the campaign, the new template had to be more reliable in measuring data -such as clicks and opens – while integrating easily with internal systems, as the old template only allowed for data from external dashboards. Moreover, the new solution needed to enable local marketing teams to build custom emails with a drag-and-drop interface, maintaining brand consistency while allowing for regional customisation.

How Deployteq made it possible:

Deployteq delivered a new scalable email template solution tailored to Kramp’s multi-market structure. Designed with flexibility and ease of use in mind, the template allowed local marketing teams to quickly build and send personalised, on-brand campaigns. It seamlessly integrated with Kramp’s product recommendation engine, pulling in relevant data to match customer profiles—either automatically or via drag-and-drop—highlighting products the customer hadn’t purchased before. The result: consistent, high-performing email campaigns that aligned with both central strategy and local execution.

Key features of the template included:

Seamless product loading via Channable

Enabling marketers to easily incorporate relevant product data without manual effort. While Kramp’s automated product recommendation engine handles the majority of the recommendations, certain local markets require the ability to push specific products based on demand. With the Channable integration, marketers can now simply enter a product ID, and all relevant product information is automatically retrieved and added to the email. This eliminates the need for manual copy-pasting, allowing countries to quickly adapt product recommendations based on their own strategy. Marketers can now make manual product recommendations while staying within brand guidelines, giving them the flexibility to tailor their email campaigns to the specific needs of their target groups.

Automatic translation generation powered by AI

Ensuring consistent messaging across multiple languages while significantly reducing time to market. Previously, translations were done manually, but now, with an in-house built AI translator powered by ChatGPT, English copy is created at the global level and shared with regional teams. Each country receives a URL to check their translations, which can be edited and automatically added to their emails. This eliminates the need for manual copy-pasting, reduces mistakes, and ensures the right translations are applied to the right countries. The system was tested by Kramp against manually written translations in their eight biggest markets, and the integration of ChatGPT has drastically reduced approval times.

Dynamic adjustment of local and partner labels

With the system pulling in the correct data to reflect regional branding and requirements automatically.

Support for 24 countries and 19 languages

With a flexible data model that allows teams to easily modify default spoken languages or expand into new countries as the business grows.

Optimised code for email rendering

Ensuring high compatibility across various platforms, with particular attention to Kramp’s primary audience using Outlook.

Adherence to brand guidelines, maintaining consistent use of brand colours and fonts

While the template enforces global consistency, it also allows local marketers to align emails with their specific strategies. Marketers can customise layouts, with 15-20 options available, and have the flexibility to add content and adjust placement within those layouts. The header and footer remain fixed, ensuring uniformity across all communications. This approach balances global consistency with local flexibility, allowing marketers to execute their strategies effectively. Upcoming improvements will also include a fixed image gallery to further streamline the process.

The templates not only streamlined the email creation process but also enhances personalisation and localisation—key drivers in Kramp’s data-driven marketing strategy.

Why This Was a Success

The implementation marked a significant step forward in Kramp’s email marketing strategy, delivering measurable improvements in both efficiency and customer engagement.

More personalised and recognisable emails

Thanks to automated product recommendations, localised content, and consistent branding, each email now resonates more deeply with its intended audience—making communications more relevant and impactful.

User-friendly for local marketers

The intuitive, flexible template with drag-and-drop functionality and streamlined workflows empower marketers in each region to create high-quality campaigns quickly. This saved significant time for the 50+ users across Kramp, while maintaining brand consistency across markets.

Future-proof and scalable

The flexible data model and modular system design make it easy to manage and expand. Whether entering a new country, adding another language, or adapting to changing market needs, the solution is built to scale seamlessly.

Overall, the project successfully combined automation, personalisation, and scalability—aligning perfectly with Kramp’s data-driven, international marketing goals.

This case stands out for its approach to leveraging email marketing automation to drive sales in a complex global B2B environment. The tangible benefits of this project highlight that hyper-personalisation is not only possible but also highly effective in the B2B sector, setting a benchmark for the industry and underscoring the value of advanced personalisation in marketing. Deployteq developed a robust and scalable system tailored to Kramp’s international needs, ensuring efficiency, consistency, and localisation at every level.

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