“You’ve won!” or “You have a balance on your account”, both are positive messages to get across to Lotto’s customers. But how do you make sure the customers actually get the message and engage as a result? The answer is with customer insights, careful planning and a strategy to make re-engagement a reality.
The first barrier when considering how to get the message across was that customers’ complete personal details weren’t always available (i.e. like addresses and phone numbers). However, their email addresses were available (from when they signed up online). Great, so let’s email them. Next issue – this particular group aren’t really opening the emails (even the results emails to see if they have won). This needed a smart strategy to re-engage this group and get them playing or logging into MyLotto again.
The re-engagement campaign strategy was:
The results were outstanding. The audience was re-engaged and they had very much become MyLotto customers again. Success!