CA Lottery Seeks Email Platform Replacement

The California State Lottery is looking to replace its existing email marketing platform with something that can be scaled to meet evolving demands.

In a request for proposals released Dec. 3, the department outlines several expectations of the new email system, including the ability to create and manage user lists, automatically segment user groups for email correspondence and dynamically control messages based on past interactions, among many other requirements. A full list of high-level requirements is available on page 88 of the solicitation.

“[The] system must have robust customer list creation abilities, including the ability to be leveraged in the creation of customer journeys and campaigns with features that allow for dynamic rules based on factors ranging from time of day to historical interaction with Lottery communications,” the solicitation documents read.

The Lottery is aiming for a $9.1 billion sales target for the 2025-26 fiscal year, which will provide an estimated $2.08 billion in public education funds, according to Lottery Commission documents.

The department currently uses Adobe Campaign Standard as its email and marketing communications platform but is looking to expand the capabilities with an updated platform, according to the RFP.

“The expectation for a new platform is a more functional, robust and state-of-the-art email platform that will allow the Lottery to continue to leverage email effectively and efficiently, and to evolve and optimize this critical communication channel,” the solicitation reads.

Final proposals are due no later than 3 p.m. Feb. 26, 2026. The point of contact for this solicitation is Timur Kopbayev.