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Performance Marketing
PlatinumBet Sports had a 400K player database but was sending one generic weekly newsletter to everyone. Open rates had dropped to 8% and unsubscribes were climbing. We rebuilt their entire email and SMS program — 24 automated lifecycle flows, behavioral segmentation by player value tier, personalized bonus offers based on game preferences, and a winback sequence that reactivated 18K dormant players in the first quarter.
PlatinumBet Sports had accumulated a database of over 400,000 registered players over three years, but more than 60% of those accounts had gone dormant — no logins, no deposits, and no engagement with promotional emails for 90+ days.
The existing email program was a single weekly blast sent to the entire list with identical content regardless of player history, game preferences, or lifecycle stage. Open rates had cratered to 8%, click-through sat below 1%, and the unsubscribe rate was climbing at 0.4% per send.
SMS was not being used at all despite 280K players having opted in with valid mobile numbers. The marketing team recognized that reactivating even a fraction of these dormant accounts would be far more cost-effective than acquiring new players at their current CPA of $65, but they lacked the segmentation infrastructure, automation capabilities, and content strategy to execute a proper lifecycle marketing program.
We overhauled PlatinumBet's entire email and SMS infrastructure, starting with a deep audit of the 400K-player database. We built behavioral segmentation models using deposit history, last login date, preferred sports, average bet size, and device type, creating 14 distinct player segments.
From there, we designed and deployed 24 automated lifecycle flows covering welcome sequences, first-deposit nudges, weekly engagement recaps, VIP tier upgrade alerts, birthday and anniversary bonuses, sport-specific event promotions, dormancy triggers at 14, 30, 60, and 90 days, and win-back escalation ladders with progressively larger incentives.
SMS was activated as a complementary channel for time-sensitive offers — live match bonuses, flash deposit promotions, and final-call reminders for expiring bonuses. Each SMS was capped at 4 per month per player to prevent fatigue.
We implemented A/B testing on subject lines, send times, offer values, and creative formats across every flow. Within 6 months, 18,000 previously dormant players were reactivated with at least one deposit. Email open rates climbed to 26%, click-through reached 4.8%, and SMS achieved a 12% conversion rate on deposit offers.
The reactivated cohort generated $420K in incremental deposits, making the lifecycle program the single highest-ROI channel in PlatinumBet's marketing mix.
Segmented the 400K-player database into 14 distinct cohorts based on deposit history, preferred sports, bet size, and activity recency to enable hyper-targeted messaging.
Built 24 automated email and SMS flows covering every lifecycle stage from welcome through dormancy win-back, each with dynamic content tailored to the player segment.
Launched SMS as a high-urgency channel for live match bonuses and flash promotions, capping sends at 4 per month to maintain engagement without causing opt-out fatigue.
“We were sitting on 400,000 players and treating them all the same. The lifecycle program turned our dormant database into our most profitable acquisition channel — 18,000 reactivated players at a fraction of what new acquisition would have cost us.”
PlatinumBet Sports had a 400K player database but was sending one generic weekly newsletter to everyone. Open rates had dropped to 8% and unsubscribes were climbing. We rebuilt their entire email and SMS program — 24 automated lifecycle flows, behavioral segmentation by player value tier, personalized bonus offers based on game preferences, and a winback sequence that reactivated 18K dormant players in the first quarter.
