Jackpocket: Building a Growth Engine from Scratch
From first hire to growth engine: the lifecycle strategy behind America's #1 lottery app.
At a glance: As Jackpocket's first lifecycle marketing leader, I built the app's lifecycle program from scratch using Braze. The program activated 50% of new registrants into paying customers, reached 55% first month retention and 70% monthly retention among paying customers, and helped support 800K+ monthly active users and $60M+ in app sales.
The Challenge
Jackpocket was growing fast, expanding its mobile lottery courier service across the US. Installs and buzz were plentiful, because the app was reinventing how people play the lottery. What it didn't have was anyone owning what happened after the download.
I was the first lifecycle marketing leader hired, with no playbook and no inherited program. What I did have: a mountain of user data, a bunch of good ideas, and plenty of room to test.
The Approach
Great lifecycle marketing cultivates lasting, value generating customer relationships by guiding customers through distinct phases. Through extensive experimentation and behavioral analysis, I identified the key stages of an ideal Jackpocket user's journey, then built automated, trigger based journeys around each one, every one tied to a clear objective.
| Stage | The job | The result |
|---|---|---|
| Activation | Guide new registrants to their first in app purchase | 50% converted to paying customers |
| Onboarding | Walk new customers through the product and nudge high value actions (HVAs) tied to first month (M1) retention | 55% M1 retention |
| Engagement | Product updates plus cross sell and upsell programs | $60 average monthly sales per user (ASPU) |
| Retention | Targeted messaging and promotional offers | 70% monthly retention among paying customers |
| Reactivation | Stay top of mind with lapsed users, then win them back with the right offer | Faster, more efficient winbacks |
The Engine
Journeys are the machine that never stops running. To turn them into a true growth engine, I layered on four capabilities:
- Segmentation framework: Defined key audience cohorts with personas, behaviors, and core metrics, so every message was relevant enough to drive engagement and conversion.
- Churn prediction model: Partnered with the Data team to build a machine learning model that flags high risk users, making proactive intervention possible.
- Ad hoc promotions: Creative offers, giveaways, and referral programs designed to incentivize high value actions.
- Braze feature optimization: Used Canvases, Content Blocks, Liquid, and Catalogs to personalize and dynamically adapt campaigns.
The Results
- 800K+ monthly active users engaged
- $60M+ in app sales supported
- 50% of new registrants activated into paying customers
- 55% first month (M1) retention
- 70% monthly retention among paying customers
- $60 average monthly sales per user
Jackpocket was eventually acquired by DraftKings in 2024 in a $750 million deal.
Frequently Asked Questions
What is lifecycle marketing?
Lifecycle marketing is the practice of guiding customers through distinct phases of their relationship with a product, from activation and onboarding to engagement, retention, and reactivation, using timely, personalized messaging. The goal is lasting, value generating customer relationships.
What results did the Jackpocket lifecycle program deliver?
The program activated 50% of new registrants into paying customers, reached 55% first month retention and 70% monthly retention among paying customers, and generated $60 in average monthly sales per user. It engaged 800K+ monthly active users and helped support $60M+ in app sales.
How did you reduce churn at Jackpocket?
I partnered with the Data team to build a machine learning churn prediction model that flagged high risk users, then paired it with a behavioral segmentation framework, targeted promotions, and reactivation journeys so the team could intervene before users lapsed.
Which Braze features were used?
Canvases, Content Blocks, Liquid, and Catalogs, used to personalize and dynamically adapt campaigns across each lifecycle stage.
Can you build a lifecycle program like this for my business?
Yes. I work with consumer apps and platforms as a lifecycle marketing and CRM consultant, from a one day consulting session to a full journey build or fractional lifecycle lead. Get in touch.
What This Means for Your App
If you're spending real money on acquisition and lifecycle is an afterthought, a side project, or a Braze instance quietly collecting dust, you're leaving revenue on the table. I build the system that turns installs into customers and customers into regulars, and I can show you where to start.