Turning 1,000+ Email Variations Into a Self-Service Workflow for SiriusXM

How Celerity replaced manual spreadsheet-and-copy-paste content management with an automated, CSV-driven workflow inside Adobe Campaign.

The Challenge

SiriusXM's email program runs on highly dynamic templates — a single template could render in more than 1,000 variations depending on the recipient, the vehicle they listen from, and other targeting factors. That variation logic lived across a fragmented set of backend database tables. To create or update a single variation, SiriusXM's content team tracked everything in Excel spreadsheets, then manually copied and pasted the underlying content and logic into place, field by field. It was slow, easy to get wrong, and put a non-technical team in the position of hand-managing a technical system.

The Solution

Celerity rebuilt the workflow around a single input: a CSV file. The content team now uploads their spreadsheet as-is, and Celerity's system automatically generates the dynamic content blocks and the underlying variation logic — including the layered, three-tier combinations SiriusXM's templates required — without anyone touching the raw database tables. Celerity also built a custom management dashboard inside Adobe Campaign, giving the content team a visual way to see and manage variations instead of reading through raw tables by hand.

The Results

• ~85% less time spent per template update — from multiple days of manual spreadsheet work down to a few hours.

• Zero engineering tickets needed to launch new content variations, freeing up development time for other priorities.

• 1,000+ live template variations now managed directly by the content team, with the underlying logic generated correctly every time.

• Fewer production errors, since variation logic is system-generated instead of hand-typed across scattered tables.