NYRA Grew Their Activation Rate by 54% with Optimove

The Challenge 

As NYRA launched its online betting platform, the company saw an opportunity to increase customer value by leveraging existing customer communications. Through lifecycle-based campaigns.

NYRA suffered from a legacy marketing stack that involved manual list handling, non-automated email marketing, and minimal access to customer data and insights. As a result, the company struggled to scale its marketing efforts and lacked the capabilities to orchestrate personalized, multichannel customer communications. The team looked for a powerful solution to help them drive consistent growth, measure their incremental impact, and optimize their results.

Why NYRA 

Chose Optimove As NYRA's team looked into solutions, they found Optimove to be an intuitive tool that can accelerate their CRM marketing by helping them automate marketing processes and surface additional segments. With Optimove, NYRA’s team was able to go beyond automation and implement advanced experimentation practices, orchestrate multiple channels, and leverage Optimove's robust analysis solution to save considerable time and resources.

“Before Optimove, our team was not able to increase the volume of campaigns and scale CRM marketing. Using Optimove, it was easy to develop Lifecycle based, AI-driven campaigns. We now consistently communicate with customers based on realtime and predictive behavior, targeting each player with personalized offers that are relevant to them” — 

Jennifer Bayer, Director of Marketing, NYRA Bets

Powering Hyper-Segmentation Through Customer Insights 

In Optimove, NYRA's CRM team has access to a Customer Model that splits their players into lifecycle stages. This model includes over 250 different customer attributes such as Average Win Amount and Yearly Bet Amount, which can be combined with Bet History, Campaign History, and predictive analytics to create granular segments that power hyper-targeted campaigns and offers. Before Optimove, hyper-segmentation was a pipedream for NYRA, as the team relied on static customer lists to power customer communications. Thanks to Optimove, the team combined customer attributes and predictive data to segment potential players and identify critical factors to improve their activation rates. NYRA’s Activation Rate, calculated as the migration rate from the Non Depositor lifecycle stage to the New lifecycle stage, grew by 54%. Nowadays, 41% of NYRA's segments include 500 customers or less, resulting in highly relevant customer communications. Additionally, Optimove's AI marketing bot, Optibot, makes NYRA's optimization process a lot easier. Optibot provides the team with actionable optimization recommendations that they can activate with a click. 

“Optibot’s insights are mind-blowing and it's so fun to use. The selection of recommendations which Optibot provides is great, and sometimes we even take a screenshot and send it on to our VP or another executive.” — 

Jennifer Bayer, Director of Marketing, NYRA Bets

For example, Optibot surfaces campaign top responders that can be separated into a new segment to improve results, and highlights campaigns with high future value. This allows the team to optimize campaigns daily and improve results on the go.

Impacting Strategic Decisions with Robust Analysis 

Using Optimove, NYRA can report on incremental uplift gained, track revenue progress, and closely watch their churn rates. They also report on their activation funnel progress constantly to spot changes and trends in their data.

“We use Optimove at least once a day for reporting and analysis, to answer pressing business questions. In a recent board meeting, some of our execs were interested in the future value of VIP, active, and new players. Right away, I was able to pull the data from Optimove, immediately showing our board the results” — 

Jennifer Bayer, Director of Marketing, NYRA Bets

As a revenue-driven company, many stakeholders across departments – from executives to the entire marketing team and even Operations – ask business questions that are easily answered with Optimove. 

Scaling Multichannel Marketing Experimentation 

The team leverages Optimove's productized control groups to test messaging, creatives and offers. Additionally, they are now able to see the incremental uplift generated by every single campaign.

“Optimove’s robust testing capabilities are a true game changer for us. We were able to discover so many unintuitive insights using Optimove’s test and control groups.” — 

Jennifer Bayer, Director of Marketing, NYRA Bets

Today, NYRA orchestrates emails using Optimove's ESP, Optimail, realtime campaigns using Optimove's Track & Trigger and recently started to combine Facebook campaigns right from within Optimove as well. According to NYRA, using Optimove's native add-ons and built-in orchestration capabilities, they communicate with each customer effectively across multiple channels, directly impacting customer activation, cross-sell, and reactivation journeys.