Playable marketing offers many different opportunities for collecting data that can be used to deliver more relevant and personalized content, recommendations, and offers to your audience. Whether the data is collected through the registration form or directly from within the playable campaign (e.g., the questions in a Personality test), the zero-party data you collect can provide valuable insights into customers’ contact information, preferences, needs, and interests, allowing for highly targeted and personalized communication flows.

In this article, we will introduce different ways in which data can be utilized to optimize email communication with your audience. We will also take you through a practical example on how to transfer data to your own CRM or ESP.

In the Playable platform, you can only send out emails that are connected to a prize, but you may want to send out emails to your audiences on other occasions as well. In this case, we recommend that you transfer player data to your own ESP marketing automation platform, or CRM system. This allows for more flexibility to set up personalized email flows. In the platform we have several pre-built integrations that allow you to connect to CRM or ESP systems such as, Agilic, Mailchimp, APSIS One, HubSpot, and Salesforce. By setting up an email provider integration, your data is automatically transferred to your CRM or ESP.

In our Help Center, you can find more information about our email provider integrations.

Depending on the data you are collecting in your campaign, your email system can support many different purposes for sending out personalized communication to your customers. We’ve outlined some examples on how you can use different types of data to create a personalized email flow:

Form data can be used to set up email flows that target participants depending on the information they have inserted in the registration form. You can for example use form data to send out:

Metric data refers to data collected in a game, for example in a Personality test. You can make use of metrics data to send out personalized emails that are tailored based on the results from the game - this could, for example, be a personality test, quiz, product selector, or survey.

Game data can cover both overall results from a game, but you can also base communications on a specific answer on a quiz for example. In general, game data can be useful for communicating:

These are just examples of how game data can provide insights for personalized email flows. Form data and metric data can easily be combined in email flows. By running different campaigns over time, you can collect more data about your audience and build a more comprehensive and nuanced profile of each individual customer. In the following section we will provide you with an example of how to use data over time to evolve your email communication.

Now that we have gone through the advantages of utilizing playable campaign data in your email flow, we want to provide you with a practical example of how to transfer the data from the platform to your ESP or CRM system. For setting up email provider integrations, we recommend that you go through this article. The following guide is meant as an example of how to transfer and utilize different types of data in your email flow. In the example below, we are transferring data to Mailchimp. The settings may differ from one integration to another. Reach out to our chat support if you need guidance for your specific system.

To exemplify how you should use and set up your integrations to your ESP or CRM system depending on the type of data you collect, we used the example of a wine shop that wants to set up a flow composed of three campaigns:

As we have mentioned previously the first game, a scratchcard advertised on Facebook, aims to collect new leads with marketing permissions. Therefore, we are talking here about collecting form data and sending it to your email system.

Typically, when setting up an integration to your email system, as described in this article, you will be asked to select a subscription list and an event for sending over the data.

After doing so, you will get the option to select the data you wish to transfer to your email system.

In the first campaign, the wine company is asking participants to fill out their name and email address:

This is the information we want to send over to our email system. In order to do so, we need to map up the information in the integration. In the Mailchimp integration, we can map up the form fields like this:

Having established an email listing with participants' email addresses and names, the Wine company would like to send out a follow-up email with an invitation to participate in a new game: A personality test. They want to utilize personalities to send out targeted offers that match the preferences of their customers.

To send the data collected through the Personality test, you first need to make sure that your general integration settings support your intentions for sending over data.

You can choose to send the data to the same list as another campaign if you want to add more data points to the participant’s profile in the email system. This can be useful for building a more comprehensive customer profile.

Before sending any data via an email provider integration, Playable searches for existing users. In the integration settings, you can choose what happens if a user already exists in the list. In order to send over the new data from the personality test you will need to tick the box 'update profile if it already exists'. This way, when users participate in the second campaign, the new data will be added and updated in the existing profile.

After making sure that the data will be sent over correctly, you can then continue to map up the data you want to transfer.

First, you need to enable the setting that allows you to map up the information from the game flow, which refers to the game data.

Hereafter, you can map up the game data fields. In the below example, the Personality has been mapped up with a corresponding field in the database.

Depending on the result a participant gets in the test, the personality name will be transferred to the email system.

It is also possible to map up a certain answer in the personality test. If one answer is essential for segmenting the email flow, like for example the wine type or the price range of the wine, you can map up the individual answer.

If you wish to change the values of the data that is sent to the ESP or CRM, you can choose to ‘map each option’. Read more about manually defining the game data in our article here.

The previous campaign flows have made it possible to collect valuable insights about customers, including name, email address, and wine preferences. The last campaign is a Wheel of Fortune that expands the customer profile further by collecting the birth dates of participants. Birth date data can be utilized for sending out special birthday offers.

The birth date of participants is filled out in the registration form, therefore the information is mapped up in the integration as form field data.

In this article, we showed you how to collect both form and metric data and send it to your preferred systems. We know this can be a complex task, so don’t hesitate to reach out to our Chat Support to get help setting this up for your next campaign.