E-mail marketing strategies need to be tailored to individual countries and partners. When expanding to a new country, factors like available acquisition partners, legal compliance, and cultural preferences should be considered. Successful templates test elements like subject lines, designs, promotions, and landing pages to optimize conversion rates. Data-driven A/B testing allows continuous improvement of email campaigns in each location. The goal is to find the best strategies for driving customer deposits through localized testing and optimization.

1. E-Mail is not generic
What Works in One Country
Doesn’t Need to Work in Another

2. Content
• About Lottoland
• New country? What to look at
• Partner acquisition and account management
• Design of E-Mail templates
• A/B Testing
• Conversion Funnel
• Summary

3. About Lottoland
• Online lottery provider
• Operations in 7 countries
• E-Mail biggest channel for acqusition
• Our goal: Make the customer deposit
• Schedule for sendouts very important
• Benchmark: Germany

4. New country? What to look at
Acquistion
Promotion
Design
Conversion
Funnel
Ressources
Compliance
Subject line
Spam
Score
Time

5. Partner acquisition
• Available partners
• Database
• Willingness to A/B test
• Account management
• How to find good partners? #Tabularasa

6. Designs

7. Australia

9. Germany

12. Poland

13. Brazil

14. UK

16. Hungary

17. Switzerland

18. A/B Testing
• Time
• Day
• Style
• Landing Page
• Product
• Promotion

19. Conversion Funnel: East vs. West

20. Freeline (Germany)

23. Paid promotion (Australia)

26. Currently testing

27. Paid promotion (Poland)

29. Summary
• Plan your recources ahead
• Do small tests with every partner in every country #Tabularasa
• Allign design with your brand and the country
• A/B Test – Optimiziation is key