From Seven Templates to One: Streamlining Email Efficiency

Why iGaming email marketing programs move too slowly

A multi-region iGaming operator needed to deliver high-volume sports and casino emails with timely, localized, and personalized content. Sports promotions had to align with match schedules and changes in betting odds, while casino campaigns required frequent updates for new games, jackpots, and seasonal offers. Campaigns also had to work across several different markets and languages.  

However, their existing workflows were not built for that level of variation. Each new promotion, date range, or market meant manually updating multiple versions of the same email. Maintaining this workflow required an external agency to update the templates monthly. As complexity grew, production slowed, QA became more challenging, and approvals increased, creating a slow assembly-line workflow that weighed on execution. 

To break free from the assembly line's current workflow, the operator needed Optimove to help them: 

• Reduce message duplication by shifting to reusable, scalable templates
• Speed up email execution, especially for fast-changing, multi-variant promotions
• Increase marketer independence, minimizing reliance on external teams for email creation

How to accelerate iGaming email marketing programs

Optimove helped this operator’s marketing team become more Positionless, accelerating their email marketing programs with Data Connections and Liquid language. These two core and native features make campaigns easier to build, update, and scale. Below is a closer look at each capability and the role it played in improving execution: 

Data Connections bridges the gap between messaging templates and any data source. It pulls in the latest offers, visuals, dates, links, and localized copy automatically—so every email stays accurate, up to date, and ready to launch. No manual updates, no rebuilding templates, no version chaos**.** 

Liquid language gives marketers one clear, flexible way to personalize messages across channels. Combine customer data, business logic, and real-time external values to deliver the right content to every customer automatically. 

How it worked: a master email strategy built for scale

Rather than building a new template for every variation, the iGaming operator implemented master templates. These messages contained reusable building blocks and dynamic placeholders that could be populated at the time of send. 

The structure stayed consistent, while the content adapted based on the data and logic: 

• Up-to-date campaign content lives in an external source, such as a CSV or JSON file, or a third-party API.
• A Data Connection is set up to pull the latest content from that external source into Optimove, making it available for email personalization
• A single Optimove Email master template is built using Liquid language, instead of multiple templates.
• Liquid language determines what content is pulled in from the Data Connection that has been set up, based on customer and campaign conditions.

This means campaigns could scale across markets, products, or dates without duplicating templates or requiring handoffs between teams. Additionally, email program execution became faster as the team didn’t need to edit the template before each new send. 

Results: Marketer independence and faster campaign execution

One of the biggest proof points of success was how quickly the operator took complete ownership of their email templates. What previously required an external agency to work on the emails every month, was replaced by a workflow that the team could run independently, becoming fully self-sufficient with only minimal support within one week of training. 

Results the iGaming operator achieved with Optimove:

• Full independence in one week
• One template ran across two languages and seven dates, replacing seven separate email templates
• Faster execution with fewer approvals, less testing, and less manual work
• Updates moved to CSV edits, so changes happened without touching templates

Enabled date-based dynamic templates beyond language-only lookups 

In Summary

This is Positionless Marketing in action. By eliminating manual workflows and multiple handoffs between teams that led to multiple template rebuilds, the operator made personalization scalable and execution faster. With Data Connections and Liquid language, they reduced manual work, launched campaigns with less QA and fewer approvals, and kept content always up to date across offers, regions, and languages. 

Want to see how this could work for your team? Request a demo