MyLotto Onboarding Gets A Wahoo
Channel Bronze - Email Marketing
Amy Watson, Melanie Coventry, Georgie Butler, Drew Ayers, Stu Hinds, Kelly Elcock
Mark Lee, Jeanne Davies, Ben Coney
In 2008 Lotto extended its reach into the online realm with MyLotto (www.mylotto.co.nz) in order to respond to the changing nature of players – with less focus on the Saturday draw as an event. With MyLotto you can play Lotto, Big Wednesday, Keno and Bullseye online, anywhere, (almost) anytime. The joining process is relatively intensive (because it’s a gambling function) and the comms they send out are a triggered welcome email upon registration, and then weekly reminder and results emails (if opted in).
At the beginning of 2014 Lotto NZ turned their focus to new MyLotto members and whether they were getting the most value from their membership.
Through a robust process of behavioural analysis, strategic development and effective implementation, the way Lotto onboards its new members was transformed, delivering pleasing incremental revenue from their first four months alone. This was achieved without using offers or incentives - just pure, hard-working eDM communications. In the first 12 months the new programme will deliver ROI of over 400%. Not too shabby for ‘just a couple of emails’.
This project was about as ‘best practice’ as you can get. It used transactional behaviour and quantitative and qualitative feedback to generate insights, from which a contact strategy was designed based on these insights. Direct marketing best practice principles were applied to the emails, and properly measured results. Most importantly, cause and effect have been proven.
Winning really does happen.