Marketing 2.0 Guide

AWS announced last year that it would retire Amazon Pinpoint on the 30th October 2026. Redbox currently uses Pinpoint for three things:

• Managing marketing messages sent by email, SMS and push notification;

• Managing transactional messages, such as order confirmations and service updates;

• Providing campaign and marketing analytics.

Over the past year, we've designed and built Marketing 2.0 in-house to replace the messaging management currently provided through Pinpoint. AWS will continue to provide the delivery infrastructure for all email, SMS and push notifications. Campaign and platform analytics will move to PostHog. This separates message delivery from analytics and gives us a clearer view of how customers use the platform, how it performs across marketplaces, and where Redbox can be improved.

What stays the same

Marketing 2.0 initially keeps the interfaces and workflows familiar, so the way you create and manage campaigns will remain largely unchanged. Most of the changes at launch are behind the scenes, as we move onto our new technology. Over time, we’ll use this new platform to introduce improved tools and new marketing capabilities.

What you need to know

There are a few changes to how marketing works that you should be aware of.

Segments

All existing segments will be cleared and will need to be created again. If you rely on particular segments, we suggest making a note of their criteria so they can be recreated quickly. Segments will show a customer count rather than a channel reach. Previously, a segment would show how many customers could be reached by SMS, push and email. Going forward, it will show the total number of customers who match the segment criteria.

RFM Customer Segments

Marketing 2.0 introduces RFM, which helps you build segments based on how your customers actually order. RFM stands for recency (how recently a customer last ordered), frequency (how often they order) and monetary value (how much they spend). Each customer is scored from 0 to 10 for each of these. You can use the scores together to build more targeted segments, such as your most loyal customers or high spenders who haven't ordered in a while. Because segments will need to be created again, this is a good opportunity to rethink them using RFM. For a full breakdown of how each score is calculated and examples of segments you can build, see our RFM guide: [link to RFM guide].

Campaigns

Campaigns can only be sent to one channel at a time. If you'd like to reach customers by more than one channel, for example by both SMS and email, you'll need to create a separate campaign for each channel. When you create a campaign, it will show the number of customers in the selected segment. This number is not refined by how many of those customers have opted in to the chosen channel, so the number of customers who actually receive the campaign may be lower than the number shown. The bounce rate shown for campaigns will also not be accurate, so we recommend not relying on it when reviewing campaign performance for now.

Dashboard

The marketing dashboard will initially include fewer reporting features than the current version as we move away from the existing platform. We’ll be rebuilding and improving these capabilities in Marketing 2.0, with new analytics and reporting features added over time.

Reporting issues

If you encounter any errors or issues after the move, please raise a support ticket so our team can investigate and resolve them as quickly as possible.

Privacy and cookie policies

Updated privacy and cookie policies are required as part of the move to Marketing 2.0. Please review the updated templates and update your published policies.

Old vs New Marketing Matrix

On the Roadmap

• Customer Insights

• Event-based Tracking & Campaigns

• Draft Campaigns

• Universal Deep Links

• Promotional Takeovers