Twitch
About the Case Study
Problem Statement
As Twitch accelerated its growth in APAC, one of the key challenges was lower retention rates compared to global benchmarks. Across segments such as new users, casual viewers, and even previously engaged audiences — APAC users were lapsing earlier and not returning to the platform. Our hypothesis was that this gap was driven by the region’s distinct localization needs: different content preferences, creator cultures, genres, and engagement behaviors. The goal was to build a localized win-back system that could re-activate dormant users at scale while still aligning with global CRM standards.
“JR brings a rare mix of strategic thinking and hands-on execution. At Twitch, he helped us roll out regional lifecycle campaigns that not only hit our KPIs but also improved user retention and monetization across multiple markets. He knows how to make marketing personal AND effective.”
Raymond Segismundo
APAC Head of Growth, Twitch
Things I Did
To address this, I designed an APAC-wide win-back email program centered on content relevance, creator familiarity, and a modular CRM design. The strategy focused on making each email feel personally curated, which meant surfacing the right creators, genres, and live moments based on individual viewing history and regional content trends.
Key Components of the Win-Back Strategy
Identified regional content and influencers
Mapped each APAC market by top genres, creators, and viewing behaviors, allowing win-back messages to feel natively relevant to local audiences.Built a dynamic, modular template system
Created a single flexible email template with swappable modules: hero content, creator highlights, category recommendations, and event reminders. This enabled highly personalized experiences without producing dozens of bespoke email variations.Optimized timing and cadence
Scheduled sends around high-intent viewing windows (evenings, late nights, weekends), tailoring outreach to when users naturally browse or watch streams. Implemented cross-channel frequency and fatigue controls to prevent over-contacting and keep engagement quality high.Delivered highly engaging content formats
Leveraged Movable Ink to power real-time, animated elements - think live GIFs of creators currently streaming or dynamic category tiles, making each email visually rich, timely, and directly tied to the user’s interests.
