Lotto.com Saves 50 Hours a Month and Lifts Multichannel Sales 8% With Channel Eligibility

The Challenge: Executing Multichannel Campaigns Wasn't Practical

Lotto.com's games all compete for the same player's attention. Promotional rules vary by state, and a growing jackpot can reshape the active player base from one week to the next. The CRM team has to react quickly without adding headcount. 

Sending one campaign by both email and push should have been simple. It wasn't, because not every player can receive every channel. To do it right, the team had to build a separate target group, Optimove's term for an audience, for each type of player: one for players who get only email, one for players who get only push, and one for players who get both. Then they had to test and maintain every one. 

If the team skipped that work, the numbers were wrong. A campaign might count 100,000 players as targeted. But many of them hadn't opted in to email or push, so they never received it. Response rates looked lower than they really were, so the team couldn't tell how well a campaign actually performed. 

Sending each campaign one channel at a time was simpler, so that's what the team usually did. But it still meant a separate build for every channel, and that extra work hit hardest during jackpot runs, exactly when the team had the least time to spare. 

The Solution: Build the Target Group Once and Let Channel Eligibility Set the Rules

Lotto.com started using Optimove's Channel Eligibility for email and mobile push. Channel Eligibility makes it simpler and faster to run multichannel campaigns. It splits the job in two: the team decides who a campaign is for, and Optimove decides how to reach each player. 

Now the team builds one target group for each campaign. Channel Eligibility then applies the rules. It checks whether each player has opted in to email and push, and then sends the campaign only through the channels that player can receive. A player who turned off push still gets the email. A player who can only be reached by push still gets the push. 

“By gaining 50 hours per month, we can now spend more time on strategy. Instead of building separate target groups based on customer eligibility for email, push, or other channels, we build the audience around the campaign strategy. Channel Eligibility takes it from there and determines the appropriate communication channel.” 
 — Mauricio Arevalo, Head of CRM, Lotto.com  

The Results: 50 Hours a Month Back for a Four-Person Team

Lotto.com sends more than 50 campaigns a month. Each one now needs a single target group instead of a separate build for every channel. That has cut the time spent creating target groups by 40% and saves about an hour on every campaign, or roughly 50 hours a month. For a team of four, that's more than a full work week back every month. 

"This has reduced the number of target groups we need to create and maintain, saving time on setup while simplifying QA and campaign deployment." 
 — Mauricio Arevalo, Head of CRM, Lotto.com 

Multichannel campaigns are also performing better. They drove an 8% increase in Total Order Amount, the total value of Lotto.com's online lottery sales, compared with single-channel campaigns over the prior period. 

What's Next: More Time for Testing and New Ideas

The team is putting the time saved into new campaign ideas and into reviewing what's working. First up is a direct test comparing the business performance of multichannel and single-channel campaigns. The goal is to measure how much of the 8% increase in Total Order Amount comes from reaching players on both channels. 

The Bottom Line

For Lotto.com, Channel Eligibility turned multichannel campaigns from extra work into the standard way to run a campaign. The four-person CRM team now builds each campaign once, gets about 50 hours back every month, and has more time for strategy when jackpot runs need it most.