B2C LIFECYCLE EMAIL AND MULTI-CHANNEL CAMPAIGNS FOR THE #1 LOYALTY PLATFORM FOR MOBILE GAMERS.
Project
Roles
Lifecycle Marketing Strategy
Multi-Channel Marketing Campaigns
Email Marketing Strategy
Email Layout Design
Social Media Strategy
Copywriting
Tools
Figma
Braze
Credits
Developed creative briefs and provided visual direction for designers and animators to produce assets.
Year
2023 - 2024
Summary
Mistplay is the leading loyalty platform for mobile gamers, rewarding users for playing top games like Call of Duty Mobile, Candy Crush Saga, Board Kings, Doomsday: Last Survivors, Dice Dreams, and Solitaire Grand Harvest. As a key member of the lifecycle marketing team, I established and led the email marketing channel from the ground up, leveraging Braze to engage an international audience of 4 million users across North America, Europe, Asia, and Australia.
I developed and executed email roadmaps, collaborated with sales, legal, and creative teams, and designed email layouts in Figma while working closely with designers and animators to create compelling graphics. My work spanned key nurture campaigns such as onboarding, milestone, lapser, and gamecycle series, as well as ongoing lifecycle initiatives, including a monthly newsletter, weekly promotional emails, and triggered emails, push-notifications, and in-app pop-ups.
Beyond email, I coordinated multi-channel campaigns across push notifications, in-app pop-ups, Instagram, Facebook, X, Webflow landing pages, and blogs—driving engagement, retention, and monetization for top mobile games through strategic marketing efforts.
Email Marketing
I led the strategy and execution of targeted drip campaigns and triggered email sequences to drive retention and engagement. I also designed email layouts to optimize content structure, ensuring a seamless user experience. These email campaigns were integrated with LiveOps, incorporating push notifications and in-app pop-ups for a cohesive multi-channel approach.
Monthly Newsletter
I managed Mistplay's Monthly Newsletter, reaching over 4 million users across 8+ countries with localized content that included product updates, new game launches, promotions, and events. Through A/B testing subject lines, design elements, and CTAs, I refined strategies to boost gameplay, increase spend, and drive installs.
Onboarding Email Series
I designed and launched a new Onboarding Email Series to activate new users, defining the strategy, cadence, and content. The series educated users on Mistplay’s core value proposition—earning rewards by playing and discovering games—to drive early engagement and retention.
Gamecycle Email Series
I developed the Gamecycle Email Series that targeted users who had just downloaded their first game, educating them on the various rewards they could earn while playing. It also included exclusive offers to increase playtime and drive in-game spending.
Weekly Engagement Emails
I executed Weekly Emails to reactivate disengaged users with localized promotions and game recommendations, paired with push notifications and in-app pop-ups for a seamless multi-channel experience.
Multi-Channel Campaigns
Beyond email, I managed multi-channel campaigns for special promotions, including major holidays like Valentine’s Day, integrating email, social media, push notifications, blog content, and Webflow landing pages.
A standout initiative was a bi-monthly $10,000 sweepstakes in the U.S., where users earned entries by playing daily. By ensuring consistent messaging across platforms, I drove sustained engagement, retention, and monetization.
Results
These campaigns drove user retention and engagement, while boosting playtime, spend, and game installs. Additionally, they resulted in increases in key email metrics, including open rates, click-through rates, and conversions.
$427K
USD revenue from a month-long sweepstakes campaign
$500K
USD generated in install revenue from a sweepstakes campaign
200%
increase in daily revenue from a sweepstakes campaign
1200%
increase in daily installs from a sweepstakes campaign
190%
D30 ROAS increase from a sweepstakes campaign
80%
D7 ROAS increase from a sweepstakes campaign
15%
increase in open rates for Braze email campaigns
14%
conversion rate for reactivating churned users from Braze email series
3%
increase in click rate in Braze email campaigns
“Allison is one of the most reliable email marketers I’ve worked with. She innovated our email strategy and introduced three of our most important email nurture campaigns. She demonstrated exceptional email design skills, I definitely recommend Allison!”
BLAIR NORDSTROM
Senior Lifecycle Marketing Manager