Nationale Postcode Loterij | Data-driven email marketing en marketing automation


The Nationale Postcode Loterij is selling lottery tickets to raise funds for a wide range of national and international charity institutions, where lottery ticket buyers stand a chance to win substantial prizes. With 2 other brands, the Vriendenloterij, and BankGiro Loterij they are part of the Goede Doelen Loterijen-organization, which is the second largest private charity fundraiser worldwide. They needed to step up in the game of digital marketing and communication.


Managed email marketing services

Over the period my team and I have been managing their email marketing operations, working with their marketers and internal design center. Throughout this period we optimized the operational process from briefing to email campaign send-outs. As well as the emails to match ISP, browser and device criteria and optimize designs for conversion.

Structured growth in email marketing maturity

In addition, I made a strategic email marketing plan and yearly tactical plans, the actions of which were for a larger part implemented, thus raising their maturity in email marketing activities.

From email blasts to segmented email marketing

With email being the channel with potentially the highest ROI we implemented a whole range of measures for better cost per acquisition (CPA) based on the basic implementation of the marketing automation solution. My team and I did an algorithm-based analysis of the database to segment i.a. on engagement. Introduced a welcome program, developed their email marketing strategy and made ongoing testing part of day-to-day email operations. We introduced segmented a.k.a. data-driven campaigns and developed an operational dashboard showing KPIs and results, including conversion to lottery ticket purchase. And we introduced the latest techniques to increase conversion even more.


  • Structured and efficient email marketing day-to-day operations.
  • Transparent insight into customer email engagement to optimize relevant KPIs.
  • Email contributing 28% in new lottery ticket sales.
  • Frequent inspiration sessions on latest trends optimizing the email channel.
  • Aroused their interest for a more omnichannel approach in campaigning.


  • Digital transformation
  • Marketing strategy
  • Omnichannel marketing
  • Customer experience management
  • Marketing automation
  • Big data/artificial intelligence
  • Marketing operations
  • Change management
  • Email marketing

Operating territory

The Netherlands


2012 – 2017