PLAYMAKERS | LYNGBY BOLDKLUB
● CASE STUDY · DANISH SUPERLIGA
How Lyngby Boldklub built a stronger lifecycle marketing operation
In March 2026, Lyngby moved its email operation to Klaviyo and rebuilt the Eventii connection. Five months later, 10 automated lifecycle flows were live alongside segmented matchday campaigns.
In March 2026, Lyngby moved its email operation to Klaviyo and rebuilt the Eventii connection. Five months later, 10 automated lifecycle flows were live alongside segmented matchday campaigns.
10
automated lifecycle flows live, up from zero
24%
of email-attributed ticket and merchandise revenue assigned to automated flows
49.1%
average open rate across 60 campaigns
Klaviyo migration began in March 2026. Five months later, 10 automated lifecycle flows were live.
Email and lifecycle automation
● THE OPPORTUNITY
Useful data was available, but most email activity was still manual.
Useful data was available, but most email activity was still manual.
Lyngby already held ticket purchase, merchandise and attendance data. Most matchday emails were still sent manually, while cart, checkout and attendance events were not being used consistently to trigger follow-up communication.
Before automated journeys could be introduced, the Eventii connection had to be rebuilt and made usable in Klaviyo. Playmakers completed the migration, cleaned the audience data and set up the agreed email and lifecycle activity.
Before the migration, Lyngby had no automated lifecycle flows live.
● WHAT PLAYMAKERS CHANGED
What Playmakers implemented
What Playmakers implemented
Playmakers migrated and cleaned the audience data, rebuilt the Eventii connection, created priority segments and ran the agreed email and lifecycle programme. Lyngby continued to own strategy, products, pricing, data governance, the fan relationship and final commercial decisions.
01
Data and integration setup
Playmakers migrated and cleaned 23,220 profiles, completed list-hygiene work and rebuilt the Eventii connection so authorised ticketing and commerce events could be used in Klaviyo.
02
Priority audiences
More than 15 segments and dynamic lists were created from available purchase and audience data, including season-card holders, families, youth, kids’ club members and match-specific buyers.
03
Lifecycle journeys
Playmakers built welcome, abandonment, post-purchase and attendance-triggered journeys around the club’s matchday schedule.
04
Managed execution
Playmakers ran segmented matchday, season-card, merchandise and food-and-beverage campaigns, then monitored and adjusted the agreed activity.
● LIFECYCLE JOURNEYS
Four examples of the automated journeys
Four examples of the automated journeys
Each journey used an authorised signup, purchase or attendance event to determine the next approved communication.
01 · WELCOME
Support the first purchase
Four automated emails introduced a new signup to the club and guided them towards a possible first purchase.
02 · CART & CHECKOUT
Follow up while intent is recent
An approved follow-up could be sent after a ticket or merchandise cart was left incomplete, while the purchase intent was still recent.
03 · POST-PURCHASE
Present relevant next options
After a ticket purchase, the journey could present relevant additions such as merchandise, upgrades or hospitality, based on purchase history.
04 · SCANNED TICKET
Use attendance as an approved signal
A recorded attendance event could trigger approved matchday information or a relevant follow-up offer.
● REPORTED RESULTS
Results reported five months after migration
Results reported five months after migration
SHARE OF EMAIL-ATTRIBUTED REVENUE
24%
attributed to automated flows
Automated lifecycle flows were not live before March 2026.
10
automated lifecycle flows live
Up from zero automated lifecycle flows in the previous setup.
11,012
automated sends
Triggered by behaviour or lifecycle events rather than manual scheduling.
ENGAGEMENT AND THE AUDIENCE BEHIND IT
49.1%
average open rate across 60 campaigns
Platform-reported. Open rates may be affected by mailbox privacy features.
15+
segments and dynamic lists in use
Season-card holders, families, youth, kids’ club members and match-specific buyers.
23,220
profiles migrated and cleaned in Klaviyo
A single migration in March 2026, followed by list-hygiene work.
● HOW THE WORK WAS OPERATED
The integration made the data usable. Ongoing delivery kept the journeys running.
The integration made the data usable. Ongoing delivery kept the journeys running.
Rebuilding the Eventii connection brought authorised ticket purchase, cart, checkout and attendance events into Klaviyo. Playmakers used those events to create segments and automate selected communications, then monitored the programme alongside the weekly campaign schedule.
Lyngby owned the decisions.
Lyngby owned the decisions.
Playmakers ran the agreed delivery.
Playmakers ran the agreed delivery.
Could your club use the data it already holds more consistently?
Could your club use the data it already holds more consistently?
Playmakers works with professional football clubs on managed execution across email, lifecycle automation and paid social for defined direct fan-revenue objectives.
Discuss your club’s email and lifecycle setup
Discuss your club’s email and lifecycle setup
ABOUT THE RESULTS
Results are based on Klaviyo, Eventii and Shopify reporting from March 2026. The source describes the position five months after migration but does not state an exact reporting end date. Ticket revenue was attributed through Eventii’s Placed Order event and merchandise revenue through Shopify’s corresponding event, using the documented open and click windows. Platform attribution does not prove that email alone caused the purchases. Open rates may be affected by mailbox privacy features. Figures shown here are 24% of email-attributed ticket and merchandise revenue attributed to automated flows, 11,012 automated sends, a 49.1% average open rate across 60 campaigns, and 23,220 profiles migrated and cleaned.