Email newsletters for gambling marketing
E-mail appeared long before the modern web but does not lose its relevance so far. Including in marketing. There is a widespread belief that email mailings have long been ineffective. At most, what can be achieved with their help is to get into the lists of spam filters.
Of course, if you thoughtlessly send obsessive advertising, it will cause nothing but irritation. But, with skillful use, mailings show excellent conversion.
Let’s see how best to work with email newsletters.
1. Creating a mailing base
Yeah, that’s the creature. Of course, you can try to buy a ready-made base and start to send their proposals on it. But, most often, this method shows the worst results. And it is this way that usually leads to getting into spam filters.
Tip: If you want to buy a ready-made base and do its mailing, then do not use the main domain data. Send interested recipients of such a mailing list to a separate landing. And only with it, they will be able to go to your casino or betting site.
The main ways are as old as the world. Offer to fill out a form to subscribe to the mailing list on the main site and advertising layouts, as well as in mobile applications. Offer a subscription to the newsletter when registering on the site and in the application.
There is no need to abuse the pop-ups. They can only be used in some cases. For example, one of the common scripts is to show a pop-up with a form before the user decides to close the tab with the site.
2. Effective content
The e-mail header, the text header, the text itself and the navigation button – everything should work for a certain action. The recipient of the mailing list should understand from whom the offer comes and what it will get as a result of the transition to the site.
For example, if you offer some bonuses, the e-mail header may contain the following text: “Bonuses for depositing in YYY Casino”, and the button will look like “Get bonus”.
The message can contain the casino logo, as well as other images. It is appropriate to make a personal appeal to the recipient by name. Avoid long entries in the main text. The whole point should be disclosed in the first sentences.
A mandatory element of each letter is a link to stop subscribing. Any recipient should be able to unsubscribe quickly and easily. Otherwise, it will be easier for the recipient to send the email to the spam folder.
3. Audience segmentation
It is appropriate to divide all subscribers into groups. Recently registered newcomers will receive only one offer. There are others for VIP players. Users who stopped visiting your casino about a year ago – the third. And so on. Plus segmentation by geography, language, age.
You can offer different things to these groups. Or simply adapt the content of one campaign to the specifics of perception and needs of different groups. In theory, this approach ensures a better conversion. In practice, you will have to analyze the data yourself and find out what works best in your particular case.
4. Frequency of mailing
If you send out emails too often, many people will want to quickly unsubscribe from the obsessive advertising. If you send letters too seldom (say, every six months), people will have to remember whether they signed up for these offers.
Keep in mind that many players usually visit online casinos in the evening and on weekends. So sending a message about a new promotion on Monday is not a good idea.
In many cases, it’s a good idea to ask recipients to choose an acceptable frequency for their mailing list.
5. Efficiency analysis
Email services allow you to track a lot of different parameters. Here are the most important of them:
a) Delivery rate
Percentage of letters that were delivered to recipients. Some may be lost on the way. For example, because of errors in mail services or because of crowded mailboxes. The best rate of delivery is 100%, but anything at least 95% is acceptable.
b) Bouncy rate
Percentage of undelivered letters. It is worth analyzing the reasons why the letters were not delivered. The most problematic things are the lack of delivery due to spam filtering and sending to non-existent email addresses.
c) Open rate
Data on how many letters were opened. But it doesn’t mean that the contents of these e-mails were read. The openness is directly affected by the quality of the e-mail header.
d) Clickability (CTR)
Percentage of transitions to your offer. Usually ranges around a few percents.
e) Conversion rate
The most important metric for business. Percentage of users who have performed the required action on your casino site: registered, replenished the deposit, played a certain game and so on.
e) Unsubscribe rate
Percentage of recipients who unsubscribe from the mailing list. It is important to understand the reasons why people do not want to receive the newsletter. You can ask about this right after unsubscribing by asking to choose an answer from the ready-made ones or enter your own.
At this stage, you can change a person’s opinion by offering them additional content or a small bonus.
g) Spam complaint rate
Percentage of recipients who complained about spam. In rare cases, it is possible to reduce this indicator to zero. But it mustn’t exceed a percentage. To do this, make the unsubscribe button visible. And also remind (in each letter) that the person voluntarily signed up to receive this information.
h) Return on Investment (ROI)
The ratio of profits from mailing to investments in its maintenance.
By analyzing this data you will significantly improve your mailing list. This applies to both the content and volume of emails and other parameters. For example, the frequency and time of dispatch.
Despite the emergence of many popular channels of information exchange, there is no need to reset e-mail from the accounts. This is still an effective way to promote your services, including gambling. The main thing, as well as in the case of other channels – to constantly test various hypotheses and analyze the incoming data.