Digital Marketing
Empowering Lottery Retailers through Targeted B2B Campaigns
A global gaming technology provider partnered with Reply to activate targeted B2B communications for its lottery retail network—using Adobe Campaign Standard and custom KPI workflows.
The Challenge
Enable targeted email marketing to lottery retailers and improve KPI visibility across internal reporting systems.
The Scenario
The Solution
B2B Email Campaign Automation with Embedded KPI Flow
Reply implemented Adobe Campaign Standard to launch targeted, high-performance email campaigns for the retailer network. Custom dynamic templates were developed to meet specific UX/UI standards. A KPI workflow was engineered to extract, transform, and load campaign data into the internal data warehouse, powering bespoke dashboards for marketing and IT stakeholders.
Key deliverables:
- Fully responsive, HTML-based dynamic email templates tailored to the retailer segment
- Guided enablement of client marketing users to independently launch and manage campaigns
- Custom Adobe Campaign workflow to automate extraction of engagement KPIs and export them to internal IT systems
- Data hygiene strategy to clean uncontactable profiles and streamline the database for better deliverability
How we did it
Reply implemented Adobe Campaign Standard and designed a modular framework that enabled the business team to configure and run campaigns autonomously. Dynamic templates were developed in HTML, with personalization tokens and pre-configured blocks to reflect campaign variations and retailer segment data.
To meet internal reporting needs, Reply defined and deployed a technical Adobe Campaign workflow that extracts core KPIs—such as delivery rates, open/click metrics, bounce codes—and transforms the data into exportable files compatible with the client’s IT data warehouse (DWH). This eliminated the need for manual report pulling and laid the foundation for real-time dashboarding.
As part of the data quality strategy, we also configured a contact cleanup mechanism to identify and exclude outdated or unreachable records. This reduced email bounces and ensured better sender reputation.
All activities were aligned with the client's data governance and compliance frameworks, ensuring seamless collaboration between business users, IT, and analytics stakeholders.
The Results
The implementation of Adobe Campaign Standard significantly improved the client's ability to manage and execute targeted email communications with their retailer network. The automated extraction and export of campaign KPI metrics enabled seamless integration with the internal data warehouse, allowing the business to visualize campaign performance through custom dashboards.
This enhanced transparency and reporting accuracy. Additionally, the structured database cleaning strategy helped maintain the integrity of the retailer contact base, ensuring communications reached only valid and responsive recipients. These improvements collectively empowered the marketing team to operate more efficiently and make data-informed decisions across B2B campaigns.
About the Client
The client is a leading global provider of lottery and gaming technology, offering platforms and services to governments, casinos, and retail networks in over 100 countries. Operating in a heavily regulated and high-stakes environment, the company drives innovation in responsible gaming, customer engagement, and B2B retail enablement.
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Discover how to turn B2B marketing into a growth engine—with Adobe Campaign and Reply.