Dyn Media Improves Customer Retention With the Braze Data Platform

Dyn Media, part of Axel Springer, is a premier sports content platform created by sports fans for sports fans. Based in Europe, Dyn Media aims to inspire and connect people through sports by providing genuine, high-quality content. The company focuses on long-term commitment, innovation, and supports partner leagues and young talent.

Customer engagement is crucial for Dyn Media’s mission to establish lasting relationships with sports fans. By offering personalized and authentic content, Dyn Media ensures that fans feel part of a sports community. The company leverages customer engagement to maximize CLV and enhance the overall user experience. As Dyn Media uses AWS and Snowflake—both Braze Alloys tech partners—they turned to Braze to be able to better activate their data in real time.

How Dyn Media Leveraged Braze for Enhanced Customer Retention and Engagement

Dyn Media faced two key challenges. First, during the 2024 Handball European Championship, they acquired a significant number of customers who opted for flexible monthly subscriptions. However, 50% of these customers unsubscribed within the first month, indicating their primary interest was in this specific event. Second, they needed to address the retention of customers who had subscribed to annual plans during the summer 2023 launch promotions. With the legal constraint of offering only annual subscriptions, Dyn Media aimed to proactively extend these subscriptions to maintain loyalty. Objectives for these campaigns included:

• Re-engaging lapsed customers and converting them into long-term subscribers.
• Offering subscription extensions to loyal customers with favorable conditions.

Key components of the strategy included:

• Custom audience segmentation using data from Snowflake.
• A/B testing to determine the most effective messaging.
• Dynamic targeting options to personalize campaigns.

Use Case 1: Win-Back Campaign

To re-engage customers acquired during the 2024 Handball European Championship, Dyn Media leveraged Cloud Data Ingestion, a turnkey integration that allows brands to directly connect with cloud data platforms like Snowflake. The first step was to define and import custom attributes relevant to their business, such as active subscriptions, most-watched sports, and viewing habits. These custom attributes were crucial in creating precise target segments. Once the segmentation was set, Dyn Media created an email campaign with two versions to conduct an A/B test. The emails were designed to showcase the value of continued subscription beyond the championship event, offering enticing content and promotions.

Campaign Highlights:

• Braze Data Platform: Connected Snowflake to Braze using Cloud Data Ingestion.
• Custom attributes: Defined attributes such as subscription status and viewing habits.
• Segmentation: Used nested custom attributes to finely tune target audiences.
• A/B testing: Set up an A/B test with two email versions to identify the most effective approach.

Built with speed and flexibility, the Braze Data Platform helps you unify, activate, and distribute your proprietary data with a comprehensive, composable set of data capabilities and partner integrations that help you deliver meaningful experiences at scale. Dyn Media is able to integrate data from any source and activate their data in real time, which helps them improve engagement and retention rates.

Use Case 2: Extension Campaign

For loyal customers from the summer 2023 launch, Dyn Media aimed to offer subscription extensions. They used custom attributes to segment the audience effectively and imported unique voucher codes into Braze, assigning them to customer profiles. A recurring email campaign was created, with messages sent over a span of several days to avoid overwhelming customers. They also utilized the Braze UI Editor to assign unique voucher codes to each customer, enhancing the personalization of the campaign.

Campaign Highlights

• Braze Data Platform: Connected Snowflake to Braze using Cloud Data Ingestion.
• Custom attributes: Defined attributes to identify loyal customers.
• Canvas: Imported unique codes into Braze and assigned them to customer profiles.
• Email: Created a recurring daily email campaign with exclusion rules to prevent duplicate sends.

Using segmentation and personalized messaging in Braze, we effectively re-engaged customers and extended subscriptions. The positive feedback and strong engagement metrics validated our strategy and highlighted the value of tailored communication.

Guillaume Landas

Senior CRM Manager, Dyn Media

Results: Improved Retention and Engagement Through Personalized Campaigns

Dyn Media’s campaigns, powered by Braze, yielded significant improvements in customer retention and engagement.

Win-Back Campaign: The win-back campaign achieved a 10% re-engagement rate, demonstrating the success of personalized offers and targeted messaging. Dyn Media successfully retained a portion of their subscriber base by highlighting the value of continued subscription beyond the championship.

Extension Campaign: The extension campaign delivered impressive results: an 80% unique open rate and a 50% unique click rate. Notably, 75% of targeted customers extended their subscriptions after three waves of communication (initial email and two reminders), showcasing the effectiveness of personalized offers and proactive engagement. Positive feedback from customer service highlighted the success of the campaign.

Overall, these campaigns significantly improved customer satisfaction, increased customer lifetime value (CLV), and enhanced engagement rates. By leveraging the Braze platform, Dyn Media successfully addressed key challenges, driving long-term growth and building stronger relationships with their sports fan community.

Key Takeaways

1. Precise segmentation boosts retention: Leveraging the Braze Data Platform allowed Dyn Media to create highly targeted campaigns, leading to significant re-engagement with lapsed customers.
2. Personalized messaging drives subscription rates: The use of personalized email campaigns with unique voucher codes resulted in impressive extension rates, demonstrating the effectiveness of retaining loyal customers with tailored offers.
3. A/B testing optimizes campaign performance: Implementing A/B tests for email campaigns helped Dyn Media identify the most effective messaging strategies, enhancing overall campaign performance and engagement.
4. Recurring campaigns build long-term engagement: The success of recurring email campaigns highlighted the importance of consistent communication and engagement strategies for maintaining customer interest and loyalty over time.

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