Help us—Goededoelen Loterijen, provider of the Nationale Postcode Loterij, Vriendenloterij, and BankGiro Loterij—develop digital participant acquisition and grow ticket sales.
Execution
Digital transformation
- Marketing automation implementation: Based on functional requirements, my team and I implemented marketing automation software and set up automated campaigns.
Business transformation
- Data-driven mindset: Developed a foundational mindset to work from data and the insights derived from it, allowing us to further optimize campaigns (CRO) and experiment with testing (A/B testing).
- Testing as a standard process: Continuous A/B testing became a core part of the operational process, creating a ‘library’ of hypotheses, results, and best practices.
- Working from a strategic framework: Initially starting from an operational level, we convinced Goededoelen Loterijen of the need for a strategic approach to the email channel. I then developed this framework as a foundation for all email activities.
Operational management
- Managed email marketing services: For five years, my team and I managed the complete email marketing and marketing automation operations. This included concept development, design, production, implementation, data management, and channel management, supported by specific reports.
- Inspiration sessions: Regular inspiration sessions for Goededoelen Loterijen employees to keep them updated on the latest trends in (interaction) design and technology.
Results
- A fully data-driven and efficient email marketing and marketing automation operation.
- A solid first step from a single-channel to an omni-channel approach in campaign development.
- The email channel demonstrably contributed to 28% of new lottery ticket sales.