Personalization has never been more important. But for many marketing teams, it has also never been harder to scale.

Teams are expected to launch more campaigns, create more variations, support more channels, and deliver more relevant experiences without adding more time, people, or manual work to the process.

That is where repeatability becomes essential.

Movable Ink Studio’s Tactics help marketers unlock personalization at scale, using best practice templates and guided, repeatable workflows. Instead of rebuilding similar experiences from scratch every time, teams can launch faster, stay organized, reuse what works, and continue improving over time.

Whether you are launching your first use case, expanding into new experiences, or optimizing a more mature program, Tactics helps create a more scalable foundation for personalized content.

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Why Speed Matters Now

A workflow can work and still not scale.

Most teams rely on processes that get campaigns live, but require too much manual setup every time. One campaign may not feel overwhelming. But across a quarter, a year, or an entire personalization program, the operational drag adds up.

Teams often find themselves:

• Rebuilding similar experiences again and again
• Manually recreating logic that already exists elsewhere
• Spending extra time on creative updates and QA
• Delaying launches because each execution requires too much setup
• Struggling to optimize because learnings are spread across disconnected builds

The hidden cost of one-off personalization is not that it fails. It is that teams keep investing time and resources into a model that becomes harder to sustain as programs grow.

Tactics helps teams shift from one-off execution to a more reusable model.

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‍What are Tactics?

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Tactics are packaged, repeatable use cases in Movable Ink Studio that help marketers launch, manage, and optimize personalized content more efficiently.

They are built to support common use cases like product grids, loyalty data visualization, live polling, abandoned cart banners, countdown timers, product recommendations, and more.

And because Tactics are supported across channels, teams can extend those personalized experiences beyond email into push notifications, in-app messaging, and web experiences without rebuilding the entire module each time.

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Tactics help teams move faster without forcing them into cookie-cutter creative. Marketers still have full control over branding, layout, data, rules, and personalization. The difference is that they are starting from a stronger foundation.

As Shannon Cook, Movable Ink’s Senior Director of Enablement & Education, explained during our Tactics webinar:

“Your destination remains the same. But your vehicle to get there just got a major upgrade.”

Why Use Tactics?

Tactics helps teams overcome some of the biggest operational challenges that make personalization harder to manage, maintain, and improve over time.

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“It’s not that we don’t want to deliver a personalized experience to every customer. We just can’t scale to meet those demands.”

Andrew LeClair

Senior Director, Product Marketing

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These are five of the biggest hurdles Tactics is designed to help solve:

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1. Creating enough personalized content

Many personalization workflows still require too much manual setup, creative duplication, and production time to scale efficiently. Tactics helps marketers move faster with guided workflows, proven starting points, and structures that reduce repetitive setup and make launches easier to manage over time.

2. Activating customer data

Personalization depends on data, but that data is often siloed, messy, or hard to use in the moment. Tactics makes it easier to bring data into content through integrations, APIs, merge fields, reusable data packages, and standardized labels across use cases.

3. Reducing technical complexity

Personalized content often requires manual coding, technical support, or difficult setup. Tactics simplifies that process inside Studio, so marketers can configure, customize, and launch dynamic content with less dependency on technical resources.

4. Reusing content across campaigns and channels

Too often, content is built once, used once, and rebuilt again for the next campaign or channel. Tactics gives teams a framework where they can continuously iterate, helping them adapt ideas across email, mobile, web, push, and in-app experiences without starting from zero.

5. Understanding what works

Campaign-level reporting does not always show which personalized elements are driving impact. Tactics helps teams organize deployments by use case, compare versions, and understand performance over time, making it easier to optimize what already works.

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Start: Choose the Right First Use Case

For teams newer to Tactics, the best place to start is with one or two use cases that already create unnecessary manual work.

Look for workflows that:

• Take too long to build
• Require frequent creative changes
• Need similar logic across multiple sends
• Involve multiple versions or audiences
• Would benefit from faster updates or easier reuse

Starting small gives teams a clear way to prove value. Once one use case becomes easier to launch and maintain, it becomes much easier to expand into additional Tactics.

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Jostens uses Tactics to quickly build and launch interactive email experiences like polls and scratch-offs, making it easier to scale personalization without the heavy lift of manual asset creation.

Result: 71% increase in deployed use cases with Tactics

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“We have utilized Tactics to both streamline and scale our personalization efforts. A process that used to take 6+ hours to generate the required assets is now completed in minutes. This efficiency has allowed us to continue to scale our email personalization efforts.”

Cam Washington

Senior Manager, Email & SMS, Jostens

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Expand: Turn Repeated Workflows into Scalable Systems

Once teams have proven value with an initial use case, the next step is identifying other customer experiences  that could benefit from the same model.

This is where Tactics can help teams reduce the operational burden of recurring campaigns.

Instead of building each version manually, marketers can configure reusable structures and adapt them across campaigns while keeping creative and personalization flexible.

That means teams can:

• Launch recurring use cases faster
• Update content without rebuilding campaigns
• Maintain consistency across sends
• Reduce production bottlenecks
• Test and adjust based on performance

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Before adopting Tactics, Yankee Candle relied on static creative and segment-based personalization within email. Personalization required manual setup and multiple creative versions, which made it harder to scale.

With Tactics, the team can support dynamic content modules across promotional campaigns, including personalized product recommendations, offers, and messaging.

Result: Yankee Candle saw improved engagement and a 10% increase in overall revenue per send in emails with Movable Ink Studio’s Tactics modules compared to emails without Movable Ink modules.

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“Tactics allows us to scale personalization in a way that’s both efficient and impactful. We’re able to move faster, test more, and deliver more relevant experiences without increasing operational complexity.”

Deepthy Marunninal

Senior Manager, CRM, Newell Brands

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Optimize: Get More Value from What Already Works

For more mature teams, the value of Tactics goes beyond speed. It also supports governance, reuse, consistency, and optimization across a broader personalization program.

When use cases are organized as Tactics, teams can better understand what is working, where performance is improving, and how different versions are contributing over time.

That makes it easier to move from launching personalized content to continuously improving it.

Tactics helps teams:

• Organize campaigns by use case
• Compare performance across deployments
• Evaluate versions and iterations
• Understand which personalized elements are driving impact
• Build on successful ideas instead of starting over

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“When you have an idea, let’s figure out how you can continue to iterate over and over and over again.”

Shannon Cook

Senior Director, Enablement & Education, Movable Ink

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That is the larger promise of Tactics: build once, iterate forever.

Speed Without Starting Over

One of the clearest benefits of Tactics is the ability to reduce repetitive production work.

For teams managing recurring campaigns, even small time savings can create a major impact over time.

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Cineplex uses Tactics to simplify campaign creation and dramatically reduce production time, making it easier for teams to build and launch personalized email experiences without deep technical expertise.

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“What took us 2–3 days before, now takes us a few hours. We’re saving about 87% in time when we’re using Movable Ink Studio.”

Gianni Santin

Executive Director, Loyalty Marketing

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That kind of efficiency gives teams more room to focus on campaign strategy, creative improvements, and optimization instead of rebuilding similar assets from the ground up.

How to Get Started with Tactics

The simplest way to adopt Tactics is to start with these clear steps:

1. Identify one or two use cases creating unnecessary manual work
2. Move those use cases into Tactics
3. Measure the improvement in efficiency, consistency, speed, or scale
4. Use that proof point to expand into additional use cases
5. Continue optimizing based on performance over time

Tactics does not require everything to change at once. It gives teams a practical way to improve one part of the workflow now and build from there.

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Take This with You 

Tactics helps teams create a stronger operational foundation for repeatable personalization. By reducing manual work, improving consistency, supporting faster execution, and making iteration easier, marketers can get more value from every campaign without rebuilding from scratch.

That is what Tactics is built to support. 

Want to find out more? Meet with our team to see how it can work for you.