Dynamo Partners with Optimove

Dynamo, a Meta Business Messaging partner, has worked with Optimove to make Meta Messenger a 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. Every message includes delivery, read, and click tracking, plus closed-loop revenue attribution back to the campaign, Target Group, and subscriber.

Through the partnership, joint customers can do the following:

• Build opted-in Messenger audiences from their customer bases: 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 like 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.

"Our customers' most valuable audiences are increasingly reachable on messaging channels, not just email and SMS," Adi Dagan, senior director of partnerships at Optimove, said in a statement. "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."

"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," said Nim Bar Levin, chief revenue officer of Dynamo, in a statement. "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."