DraftKings Creates Memorable Customer Experiences with Braze Email Creative Services

Based in Boston, DraftKings stands as a leader in sports entertainment offering a rich blend of sports betting, fantasy sports, and digital casino games. Driven by a mission to connect fans with the thrill of the game, DraftKings is transforming sports fandom into an interactive, engaging experience for millions across the US and beyond—one where every interaction deepens the fan's connection to the game.

The DraftKings team recognized that their email communications were not achieving this level of engagement and connection, particularly when it came to providing dark mode and mobile experiences. This prompted them to seek a solution that would not only address these specific technical issues but also enhance the overall user experience and engagement metrics. In pursuit of this goal, DraftKings turned to Braze Email Creative Services, an in-house managed services offering focused on producing high-quality HTML email templates to help bring brands’ email campaigns and broader email marketing strategies to life.

Alongside their dedicated Braze project manager, the DraftKings team began a collaborative journey to revamp their email templates and improve the effectiveness of their digital outreach. This collaboration was not just about aesthetic improvements; it was a strategic move to leverage the Braze team's expertise to streamline the email creation process, making it more efficient, effective, and engaging for fans.

Streamlined Workflows and Enhanced Creativity

With Braze Email Creative Services, DraftKings found a partner capable of addressing their specific challenges head-on. The project began with an in-depth analysis of DraftKings' existing email templates, identifying opportunities for optimization and enhancement.

The collaboration focused on:

• Ensuring optimal email display in dark mode and on mobile devices.
• Streamlining the email creation process, reducing reliance on external HTML contractors.
• Leveraging Braze's cutting-edge technologies and in-house expertise to implement the new templates.

This hands-on approach allowed DraftKings to work closely with Braze throughout the process from initial consultation to final implementation. The result was a set of revamped email templates that not only met DraftKings' high standards but also embodied the brand's commitment to quality and user experience.

To elevate their email marketing game and enhance player engagement, DraftKings set ambitious goals leveraging the expertise and capabilities of Braze Email Creative Services. The DraftKings team identified core goals marking a successful email transformation such as:

• Enhancing email readability and aesthetics on all devices
• Streamlining the email creation process
• Boosting email engagement metrics

Key components of their strategy included: 

• Optimization for dark mode and mobile: Using Braze Email Creative Services to redesign email templates that automatically adjust for dark mode and scale perfectly on mobile devices, ensuring a consistent and engaging user experience.
• Template customization and efficiency: Leveraging the Braze team’s expertise to create customizable templates that can be easily modified for various campaigns, reducing the need for external HTML coding assistance and accelerating the email production cycle.

Step-by-Step: How DraftKings transformed their email template strategy to improve the customer experience while saving build time

At the heart of this story is the collaboration between Braze and DraftKings. Focusing on key areas like dark mode compatibility, mobile optimization, and personalization, they tackled each aspect with precision. Let’s take a closer look at how these teams worked together to bring DraftKings’ email template strategy to new heights:

Dark mode compatibility

For many users, dark mode isn’t just a preference; it’s a necessity. DraftKings and Braze delved into the intricacies of email design, ensuring that every email looked stunning, irrespective of the user's theme settings. This meticulous attention to detail was a testament to their dedication to user-centric design.

Mobile optimization

In a world constantly on the move, DraftKings knew that their emails needed to be as mobile-friendly as their app. Braze Email Creative Services’ expertise came into play, crafting emails that were not just responsive but also intuitively designed for mobile interfaces, ensuring that every call to action was just a tap away.

Driving efficiency in the creation process

DraftKings leveraged Braze managed services to create new email templates that were visually appealing, expertly tested, and easy-to-use thanks to a drag-and-drop interface. This strategic move towards efficiency allowed the DraftKings marketing team to reduce their reliance on external HTML contractors, significantly speeding up the process from concept to execution.

"Working with Braze, we've unlocked a new level of efficiency in our email templates that we've been striving to achieve. It's been rewarding to see how these templates bring efficiency to our campaign creators and even more so enhance the customer experience."

Marissa Mias

Marketing Technical Operations Specialist, DraftKings

Scoring big: DraftKings' email revamp delivers winning results with Braze

The collaboration between DraftKings and Braze was transformative, leading to a significant improvement in the user experience. Not only did the new email template strategy enhance the aesthetic and functional quality of DraftKings' communications, but it also streamlined the entire email marketing process, making it more efficient and responsive to user needs. These successes are reinforced by results like:

• Increased Open Rates and User Engagement: DraftKings observed a marked improvement in email open rates and click-through rates, signaling higher user interest and engagement.
• Operational Efficiency: The streamlined email creation and deployment process resulted in substantial time savings for the DraftKings marketing team, allowing them to focus on strategic initiatives and content innovation.

Key Takeaways

1. Embrace collaboration for expertise: The partnership between DraftKings and Braze underscores the value of working closely with experts who understand the nuances of email marketing. For brands, leveraging specialized services like Braze Email Creative Services can provide the necessary guidance and expertise to navigate complex challenges.
2. Prioritize user experience in email design: DraftKings’ focus on dark mode compatibility and mobile optimization highlights the importance of putting user experience at the forefront of email design. Brands should consider how their emails are consumed across different devices and settings to ensure every communication is accessible, visually appealing, and user-friendly.
3. Simplifying processes drives results: DraftKings' use of Braze Email Creative Services to streamline their email process highlights the power of efficiency. This move allowed for quicker campaign launches and more focus on creative content, showing brands the importance of a nimble, efficient approach in keeping pace with market demands and enhancing marketing strategies.

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