The Challenge

To set up a blog platform that can support six vertical markets and four language variants with the addition of a generic cross vertical newsletter.

This included:

  • Creating regular blogs for each of the vertical sites in English including Warehouse, Security, POS/MPOS, Mobility and Generic Cross Vertical.
  • Translation of each blog into French, German and Spanish.
  • Promoting each blog via a monthly eNewsletter for each vertical and each language.
  • Writing and scheduling posts to further promote the articles via social media.

The Solution

Essential designed and built a blog platform for BlueStar based on a standard template using its marketing automation platform. The template was adapted to have a different element to reflect each of the six verticals to be supported: Mobility, Warehouse, POS/mPOS, Healthcare, Security and RFID.
  • We built a total of 4x individual language blogs, each with 6x vertical channels with different branding.
  • We created the initial blog hierarchy and design in English and created the French, German and Spanish versions based on this structure. Each blog site stands alone but is linked back to each vertical and language in addition to the main BlueStar website.
  • Vendor advertising is supported by either (a) sponsoring the header banner on a vertical page or (b) by having a dedicated article written for the blog on the vendor’s behalf.
  • A sign up form is included on each blog to capture leads from new partners who find the blogs through search or via social media.


The Result

  • Essential has successfully delivered 180,762 emails with a 7.29% open rate.
  • There have been 5,293 total visitors to the blog, spending and average of 5.7 minutes on site.
  • Since the launch of the EU newsletter, the company’s main website,, has seen a 21.3% increase in web visitors.


About BlueStar

BlueStar is the leading global distributor of solutions-based ADC, Mobility, Point-of-Sale, RFID, Digital Signage, and ID & Security technology. BlueStar works exclusively with value-added resellers, providing them with complete solutions, business development and marketing support.