• PAYBACK has begun cooperation with optivo, an expert in email and omnichannel marketing.

  • The key factors influencing PAYBACK's choice of optivo were the technological capabilities of optivo® broadmail and the quality of customer service.

  • Using optivo® broadmail, PAYBACK will send personalized email marketing campaigns, with optivo's consulting team overseeing the overall initiatives.

optivo-PAYBACK Partnership

optivo-PAYBACK Partnership

Email is one of PAYBACK's most important marketing communication channels with its customers. The company regularly sends participants information about new offers and available rewards. A major factor influencing PAYBACK’s choice of service provider was the advanced technological capabilities of optivo® broadmail. Additionally, optivo will work with PAYBACK to develop the platform to meet the most demanding customer purchase journey scenarios. The high quality of services and excellent customer support provided by optivo’s expert team also played a significant role. The collaboration is international and may be extended to further countries.

“Email marketing today is one of the primary channels for communicating with customers. Success for us hinges on both selecting personalized offers and timing the delivery appropriately. optivo meets both requirements. We are also pleased that optivo provides us with a dedicated email marketing specialist who will help us develop our campaigns and support us with expertise in their optimization. We look forward to productive outcomes from this partnership,” said Christian Weinkauf, Operational Director PAYBACK Germany/Poland.

Efficiency, optimization, and testing

Automation and testing

PAYBACK will send approximately 25 campaigns monthly via optivo® broadmail. A strong emphasis will be placed on personalization and tailoring partner offers to each individual customer. Thanks to the functionality of optivo® broadmail, the sending process will be automated and optimized based on customer activity. The technology determines the most optimal sending time based on each customer’s past behavior, including when they opened previous emails. Email subject lines significantly impact open rates, so PAYBACK will regularly test them on smaller, selected subscriber groups. The highest-performing subject line each day will be used for the full customer base.

Personalized coupons and regular data export

Coupons and data integration

PAYBACK sends approximately 20 billion coupons annually — including via email. These coupons, containing offers from specific partners, are tailored to customers’ interests and include unique discount codes. The messages also provide current point balances and expiration dates. The next step taken by PAYBACK and optivo will be to automatically deliver personalized offers based on the number of points collected by each user. Integration between optivo and PAYBACK via SOAP API enables synchronization of the discount coupon system and fast export of campaign performance data from optivo® broadmail. This allows real-time analysis of campaign metrics such as open rates, click-through rates, and unsubscribe rates, which will then be used to optimize future email marketing efforts.

Summary

PAYBACK chose optivo as its email marketing partner, guided by the capabilities of optivo® broadmail and high-quality customer service. The company plans to send about 25 campaigns monthly, focusing on personalizing partner offers and automating delivery. optivo’s technology determines optimal sending times based on customer behavior, while subject line testing aims to increase open rates.

Integration through SOAP API enables synchronization of the coupon system and fast export of campaign performance data. PAYBACK sends approximately 20 billion coupons annually, including via email, with individual discount codes. The partnership is international, opening the possibility of extending activities to additional countries.