Dynamo announces partnership with Optimove to bring Facebook Messenger into CRM lifecycle marketing

Dynamo, an official Meta Business Messaging Partner, announced a partnership with Optimove, the creator of Positionless Marketing, to make Meta Messenger a first-class channel in CRM-orchestrated lifecycle marketing. 

The integration connects Optimove’s segmentation and journey orchestration directly to Dynamo’s Marketing Center. Marketers select an Optimove Target Group, and Dynamo delivers Meta marketing-message broadcasts to that audience over Messenger-promotions, reactivation offers, VIP and loyalty touches, product launches. Every message includes delivery, read, and click tracking, plus closed-loop revenue attribution back to the campaign, Target Group, and subscriber. 

Setup requires a single API key. Optimove appears among the available connectors on Dynamo’s Integrations page, and once connected, Optimove Target Groups become available in Dynamo’s marketing-message composer.  

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For brands and operators running Email and SMS today, Messenger adds an owned, high-engagement channel alongside them. In a case study published by Meta, Mixtiles used Dynamo’s Messenger program to achieve 2.9x the click-through rate of its email channel, 2.5x the revenue per person, and 2.5x ROI.       

Through the partnership, joint customers can:    

• Build opted-in Messenger audiences from their existing customer base: CRM lists are matched and subscribed through Meta’s marketing-messages framework, alongside on-site and in-conversation entry points
• Target Messenger broadcasts using Optimove Target Groups and journey logic: so the same decisioning that drives email and SMS also drives Messenger
• Automate lifecycle journeys: welcome, churn prevention, win-back, VIP milestones triggered by Optimove’s Target Group updates and delivered over Messenger with no manual handoffs
• Attribute revenue end to end: measuring Messenger’s contribution per campaign, per segment, and per subscriber, and benchmarking it directly against other lifecycle channels.

Adi Dagan, Senior Director of Partnerships at Optimove, said, “Our customers’ most valuable audiences are increasingly reachable on messaging channels, not just email and SMS. Adding Dynamo’s Messenger capabilities to Optimove’s orchestration means marketers can extend any journey into Messenger with the same segments and the same decisioning they already use, and see the revenue impact alongside every other channel.” 

Nim Bar Levin, CRO at Dynamo, commented, “Messenger has been the most underused owned channel in lifecycle marketing - brands have opted-in audiences sitting there and no clean way to orchestrate against them. Optimove already decides who should hear what and when. We’re making Messenger one of the places that decision can land, with attribution good enough to compare it head-to-head against email and SMS.” 

SOURCE: GlobeNewswire