Year in Review · Part 1
Hero: hours watched, channels followed, and the user's top game.
Case study · CRM & Personalization · Twitch
63% open rate. 1.8M shares.
Twitch needed to retain post-pandemic users and stand out from competing platforms. We built a personalized Year in Review campaign that became their most-engaged email ever.
Salesforce Marketing CloudMovable InkTwitch APIDynamic personalizationMulti-language
63%
Email open rate
+27%
Session frequency
1.8M+
Social shares
+18%
User retention
Service
CRM & Personalization
Engagement
Campaign
Platforms
Salesforce Marketing Cloud · Movable Ink
Primary success metric
2× the average open rate.
Email open rate
63%
2× Twitch's average
The personalized Year in Review became Twitch's most-engaged email campaign — 1.8M+ social shares, 27% higher session frequency, 18% higher retention among new users.
The challenges
Retention after the boom.
Post-pandemic retention and creating memorable personalized experiences at scale — across a diverse global community of streamers and viewers — were the two real jobs.
01
Post-pandemic retention
After explosive pandemic growth, Twitch needed to retain new users and keep them engaged as competition intensified.
02
Generic communications
Standard, non-personalized messaging wasn't resonating with Twitch's diverse global community of streamers and viewers.
03
Platform differentiation
Twitch needed a memorable experience that would set it apart from competing streaming platforms — at massive data scale, handled securely.
The solution
A personalization engine, end-to-end.
A comprehensive personalization strategy powered by enterprise marketing technology — pulling individual Twitch behavior into dynamic templates that rendered uniquely for every recipient.
01
Personalized Year in Review
A highly personalized Year in Review campaign on Salesforce Marketing Cloud + Movable Ink, showcasing each user's unique Twitch journey.
- Individual-user data insights
- Dynamic content generation per recipient
- Behavioral usage metrics surfaced visually
- Social-sharing integration built into every block
02
Rich behavioral data integration
Leveraged Twitch's extensive user-behavior data to create meaningful, personalized content that resonated with each recipient.
- Channels watched analysis
- Subscription-history tracking
- Chat-participation metrics
- Emote-usage patterns
- Viewing-time analytics
03
Scalable personalization engine
A robust system in Salesforce Marketing Cloud to deliver millions of personalized emails with dynamic content at scale.
- Dynamic template system
- Advanced segmentation
- QA + A/B testing framework
- Multi-language support
- Real-time content rendering
The campaign
Year in Review, end-to-end.
Three sequential blocks rendered per-user from individual Twitch data — hours watched, channels followed, emote usage, and a shareable summary.
Year in Review · Part 2
Personalised social-graph blocks — chat participation and emote usage.
Year in Review · Part 3
Shareable summary card built for the 1.8M+ social shares.
Technologies & platforms
The stack we ran.
Salesforce Marketing CloudMovable InkTwitch APIData engineeringDynamic personalization
The result
63% open rate. 2x their average.
The personalized Year in Review became Twitch's most-engaged email campaign. 63% open rate, 1.8M+ social shares, 27% session frequency increase within 30 days, and 18% higher retention among new users. People shared their stats because they genuinely wanted to, and that kept them on the platform.
63%
Email open rate
+27%
Session frequency
1.8M+
Social shares
+18%
User retention
What the team said
In their words.
Year in Review became one of the highest-engaged emails we've ever sent. The personalization engine BRCG built scaled to millions and drove 1.8M social shares — every email genuinely felt like it was written for the recipient.
Senior CRM Manager
Twitch
Twitch · CRM & Personalization
Want results like this?
Book a call and we'll create a free audit to tell you what's working, what's not, and what we'd change first.
Book a growth call