The Challenge

With thousands of customers browsing products every day, Sport24 wanted to make their Product Interest emails feel as personal as possible. Traditional static templates meant every recipient saw the same generic message—limiting engagement and revenue potential.

Additionally, Sport24 operates in a fast-paced retail environment where product availability and pricing change frequently. Manually keeping email flows updated with current information would be incredibly time-consuming and inefficient—making true personalization nearly impossible at scale. Traditional static templates meant every recipient saw the same generic message—limiting engagement and revenue potential.

The Solution

The dynamic nature of Sport24’s inventory made static automation rules obsolete. By combining Raptor’s real-time triggers with Alvas’s AI content generation, Sport24 ensured that every email reflected the most recent product data—no manual updates required. This setup eliminated the need to constantly revise flows as product prices, discounts, and availability shifted throughout the day.

1. Data Triggering with Raptor

Sport24 used Raptor to track each customer’s Product Interest events in real time.

2. Seamless Integration

A direct API integration between Raptor & Alvas forwarded trigger data (product name, category, discount info, customer name, etc.) instantly into the Alvas platform.

3. AI-Powered Personalization

Alvas’s AI engine generated unique email subject lines and body copy for every individual, weaving in the exact product details and a tone that resonates with Sport24’s brand voice.

4. Automated Sending

Emails were sent via Sport24’s ESP, triggered by the same Raptor events—fully automated and personalized at scale.

Here’s what the personalized emails look like:

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Using Alvas Assets for Dynamic Image Personalization

In addition to personalized text, Sport24 took advantage of the Alvas Assets feature to add dynamic image personalization to their Product Interest emails.

• They uploaded a set of product and category images into the Alvas Assets library.

• Alvas automatically analyzed each image and tagged it with relevant attributes (e.g., "running shoes," "football," "yoga mat").

• When an email was triggered by a Raptor event, Alvas dynamically selected the most relevant asset and inserted it into the email template—fully automated.

This visual layer of personalization enhanced engagement by showing recipients images that matched their interests.

"Being able to automatically insert the right image for each recipient—without any manual work—was a game-changer. The combination of AI text and dynamic images took personalization to a whole new level." — Rene Iversen, Marketing Automation Specialist, SPORT24

Customizing Tone of Voice and Continuous Improvement

A key strength of the Alvas platform is its prompting interface, which allows marketers to guide the AI in how it writes. At Sport24, the team could define and refine their brand's tone of voice — ensuring the emails felt on-brand, clear, and engaging.

• Initially, they used Alvas's default templates as a starting point.

• From there, they tweaked prompts to better match their unique communication style: energetic, friendly, and informative.

• Over time, they iterated and improved the prompts to respond to changes in product types, seasons, and customer behavior.

As with any AI-generated system, a few edge cases did occur where the generated message slightly missed the mark. But with Alvas, that’s expected — and manageable. Because prompts are fully editable, Sport24 simply updated the logic or language to improve outcomes.

"Being able to prompt the AI and fine-tune the tone has been crucial. When something feels slightly off, we just update the prompt and move forward. It gives us full control while still saving us huge amounts of time." — Rene Iversen, Marketing Automation Specialist, SPORT24