Personally engaging millions of players

Lottoland uses Campaign technology to support its email marketing campaigns, segment customers, and hone and personalize customer messages.

“We operate in nearly 20 different markets and each one has different communications and strategies,” says Helo. “We also talk to over nine million customers on a regular basis, especially if they’re active users.

“So we segment customers based on their playing behaviors and other patterns, like purchase histories and spend tiers. For instance, if there’s a draw coming up that certain customers tend to engage with, we’ll send messages to those customers a few days before the drawing time as a reminder. Then later, closer to the drawing time, we might send additional incentives to reactivate customers who haven’t already engaged.”

The company also segments and tracks customers based on their life cycle, or relationship journey with Lottoland. Journeys include key customers, new customer retention, churning customers and reactivation, among others.

“We’re tracking journeys to evaluate the impact of CRM and to understand how we can influence customer behavior from two perspectives: customer value and customer frequency of play,” says Helo. “For example, with new customers, how do we influence their onboarding journey, and how do we ensure these customers remain active and engaged with us?”

She continues: “But we also want to understand the single customer view. So, what’s the average spend for a particular customer segment? Are we increasing it or decreasing it by offering them too much? We need to find the right balance between incentives and natural organic behavior. So we have A, B, and C versions of journeys available to the same group of customers to help us identify which one works best. Then we can optimize accordingly.”

To create messages that are tailored and relevant to various customer groups, Helo takes advantage of the solution’s ability to embed dynamic content. “Say we ran a campaign in a country where there’s a World Cup, like Brazil. If we send an email to our Brazilian customers, we would actually reflect Brazil and the World Cup in that copy. By using dynamic fields and dynamic content, we can add content that resonates and is very specific to a particular country.”

Lottoland also employs country-specific managers who are familiar with the local culture of each of its markets. “As locals or native citizens, the managers sign off on the creative and the copy to make sure that our tone of voice has that local market flavor,” says Helo.

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