Viewpoint: Alex Timlin, business development, Communicator Corp
EMAIL marketing fell out of favour for a long time in the gaming sector as operators and affiliates focused on PPC and SEO.
But as the cost of acquiring a player goes up and the market becomes ever more competitive “ it’s estimated there are more than 2,000 online casinos available to UK players “ email is suddenly coming back into vogue.
Once someone is on your mailing list, it’s one of the only ways you can communicate with your customers on your own terms (SEO, PPC, blogs and site visits are reactive marketing tools) and when done well, you will gain or retain customers regardless of Google activity.
However when coupled with detailed data and a targeted strategy, email can also provide a low cost (both in terms of time and money) marketing channel and bankable revenue streams.
Once we know delivery rates, average opens/clicks and conversion rates, you’ll know a list size of 25,000 will deliver 24,000 to the inbox, 35% will open, 9% will click through and 4% will convert (Source: UK Direct Marketing Association benchmarks); netting you US$56,250 on a weekly basis from US$25 average deposits.
Perhaps it’s time for operators and affiliates to look again at their email marketing.
This article first appeared in the June edition of eGaming Review.