01 — A churned audience that wouldn’t open.
Jones New York had large lapsed and never-purchased segments — 120+ days dormant and immune to the usual promo cadence.
They wanted a low-lift, email-only test that could re-activate without a margin-eroding discount.
02 — A White Christmas tied to a city everyone watches.
We defined ≥3″ of snow in NYC on Dec 25, 2025, with a liability cap mapped to the discount they’d otherwise have given the same lists.
03 — Email only — no homepage, no paid.
PlayAbly handled rules, AMOE disclosures, and tracking. Jones New York sent to its coldest segments from its existing ESP — zero dev time.
04 — The outcome: dormant lists, reactivated.
Even 120-day-dormant subscribers came back and bought at full price, delivering 5× the revenue per send and +34% net-new revenue.
