The Player Retention Team, part of SOFTSWISS Managed Services, focuses on increasing engagement through email marketing. In other words, boost the player’s lifespan within the game to increase profits.
The effectiveness of email marketing depends on key metrics such as: open rate, click rate, conversion rate and unsubscribe rate.
So, see below the strategies to optimize these metrics and improve the campaign’s overall performance.
SOFTSWISS team invests in a good presentation
Content personalization and diversity
Simple tips that have a positive impact on first contacts:
- Personalization of emails, addressing recipients by their name
- Ask questions relevant to the website or product experience
- Offer attractive offers
These measures increase the sender’s credibility and also increase engagement in future campaigns. Behavioral and geographic segmentation is key to increasing open rates.
The average email open rate at SOFTSWISS is 20 to 40%, depending on the topic and type of email. Across the entire market, a good open rate averages between 17 and 28%.
So, another crucial point is content diversity, especially in automated journeys and repetitive broadcasts. Therefore, attractive subject lines, for example, are the most important for starting communication with players.
Therefore, animated banners, catchy subject lines, and motivating preheaders fully engage readers with the email. The click-through rate on SOFTSWISS is around 2.5%, higher than the industry average.
Email presentation
The essential components of message appearance that positively affect distribution are the following:
- Attractive design and layout
- Easy-to-use formatting, mobile-friendly
- Punctuation and grammar accuracy
- Relevant “Call to Action”
Sender reputation, clean player database, and accurately chosen relevant subject lines greatly affect email marketing efficiency.
Considering the above aspects, SOFTSWISS experts maintain an average unsubscribe rate of about 0.1%, which is 2.5 times lower than the industry average.
Campaign targeted at cell phones
Mobile compatibility
Since about 85% of smartphone owners use their devices to access email, formatting for mobile devices is essential.
Research indicates that if an email is not mobile-friendly, there is a 70% chance it will be deleted in just three seconds.
So, this can significantly reduce the chances of recipients opening future communications from the brand, which could lead to unsubscription from the distribution list.
GDPR Compliance
Non-compliance with the General Data Protection Regulation results in charges, fines and damage to brand reputation. When it comes to online casinos, license regulations are in addition to basic regulations.
Therefore, SOFTSWISS has an in-house GDPR team that helps your retention team to be proactive in terms of changes to rules and regulations, as well as providing audits for all customer communications.
Serge Barsukov, Player Retention Team Lead, summarizes: “Relevant content and ethical, respectful communication, aligned with the fundamental principles of responsible gaming, are the foundation for effective player retention.”
“What is also important in this process is the use of additional channels, such as in-app notifications and gamification.
Therefore, by adding gamification elements to basic communication it increases the engagement of new and existing players, seamlessly integrating informational content with game-like elements, facilitating understanding and retention”, he concluded.
