Case Study: Racing Post achieves nearly 20% lift in email open rates and higher subscription sales with Lytics

Racing Post - Customer Case Study

Racing Post, the UK’s leading horse- and greyhound-racing media site, needed a better way to unify rich customer data from web, mobile and email channels and move away from one-off, generic email blasts. Their goal was to align messaging to customer lifecycle stages and lift email opens and subscription conversions by 10%.

Using Lytics, Racing Post stitched together data from Segment, Swrve and ExactTarget to build unified customer profiles, behavior-based segments and automated email triggers tied to key events. They ran targeted campaigns and contest surveys (collecting 25,000+ emails) and applied predictive scoring to send more to “highly engaged” users and fewer to disengaged ones. In one month they nearly doubled their goal—open rates rose by ~20%—and subscription sales saw a significant uplift, all without additional marketing spend.

Racing Post

David Bradley

Manager of Customer Relationship Management