1 Campaign. 8 GEOs. 1 Very Confusing Summer.

A UK-based casino client came to iGamingTextLab with a task: to localize their winter holiday email campaign across 8 languages and regions, using the original English drafts as a base.

The Problem: One Template ≠ Every Market

  1. The festive, winter-themed creatives, such as mulled wine, cozy blankets, and snow metaphors, didn’t align with the seasons in markets like Brazil, Australia, and the Philippines, where it was the height of summer. This seasonal mismatch risked confusing users and lowering CTR.
  2. Several email versions relied heavily on cricket-related wordplay and campaign copy, which was irrelevant in regions where the sport isn’t popular. 

The IGTL Fix: Global Emails with Local Soul

  1.  GEO Audit

IGTL’s Editor-in-Chief reviewed the campaign calendar across all 8 countries and identified mismatched seasonal themes.

  1. Native Rewrite, Not Just Translation

IGTL’s local copywriters rebuilt the emails to reflect regional context:

  • For Brazil: Carnival-inspired themes
  • For the Philippines: year-end festivities & basketball promos
  • For Australia: surfing-related spins, BBQ giveaways, beach-themed jackpots
  1. Tone of Voice Check

IGTL’s Editor-in-Chief conducted a tone-of-voice audit and identified overly formal, impersonal language that sounded more like a government notice than a marketing message.

  1. Smart Scheduling & Testing

IGTL’s Editor-in-Chief suggested time zone-specific delivery and adapted the send times for higher open rates in each market.

The Result

While IGTL can’t share the exact numbers because of the NDA, here’s what we can say:

  • The client stuck with us, and still does
  • They now consult us before launching global campaigns
  • Regional teams reported improved open and click-through rates
  • And no one in Australia was asked to drink mulled wine in 40°C weather again

Planning a Global Email Campaign?

One holiday, eight cultures, and infinite ways to get it wrong.

We’ve seen it all, fixed most of it, and probably have a native speaker who celebrates that weird festival you’ve never heard of.

Want your email company to be in the right place at the right time?

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