Case Study: NYRA (New York Racing Association) achieves a 54% increase in activation rate with Optimove

NYRA Grew Their Activation Rate by 54% with Optimove

The New York Racing Association (NYRA) operates New York’s major racetracks and launched an online betting platform in 2016 that now serves customers in 30+ states. NYRA faced a legacy marketing stack with manual list handling, non-automated email marketing and limited customer insights, which prevented them from scaling personalized, lifecycle-based communications and measuring incremental impact.

NYRA adopted Optimove to automate CRM journeys, enable AI-powered hyper‑segmentation and run multichannel campaigns (email, real‑time triggers and Facebook) with built‑in experimentation. As a result they improved activation (non‑depositor → new) by 54%, grew live customers’ future value by 10%, automated 98% of campaigns, run A/B tests on 95% of campaigns and gained the ability to measure incremental uplift and optimize performance continuously.

NYRA

Jennifer Bayer

Director of Marketing