Don’t let bad email mistakes affect your chances of converting your lapsed players into deposits
25% of your email subscribers will become inactive even if you have a great product and good marketing skills. Calling your customers is the most effective way to win them back, but most marketers will try email first because it is cheaper and easier to do en masse. Whether they are your first port of call or not, winback emails can play a role in your CRM cycle.
If you know your customers well, it’s likely you can manage to reactivate a number of them simply by sending an email with an offer that appeals to them. The more you customise your email to the customer’s history, the higher your conversions. There are however some overlooked mistakes that you must avoid in order to bring back customers with a win back email:
Your win back email should meet player expectations
Every brand and company, even whole industries, create expectations in their audience. Creating the right expectations is important but creating the wrong ones may not be fatal. For example GAP online started off its online business with so many promo codes that now their audience will not buy without a code. When it’s high season you can expect 4 or 5 offer codes per month.
So knowing your audience’s expectations is important. In the iGaming industry, customers may expect free plays or bonuses when they become inactive. This happens because a number of well-known brands in the industry are using it. Players get used to this and they don’t realise that they feel let down when it doesn’t happen. So make sure that you understand what your audience is expecting. If possible register for your 3 main competitors’ products and check out what happens when you leave your account inactive. This is your benchmark.
You job is to make sure that your emails meet and exceed expectations when it comes to the actual offer. No amount of flashy design and conversion copy can make up for a weak offer. So get that right by meeting your players at their level of expectation.
Your email needs to look good
Your email needs to be on-brand and well designed. Make sure that your email looks good, is easy to navigate visually and is simple enough for your main message to be delivered.
Think back about what you promised when these people registered for your website. Was it a great film-themed game, a live casino experience? What are they looking for now? Make sure your email is themed and designed to fit your acquisition journey. You’ll have a much better chance of bringing them back.
If your email design is lower quality than your website you may need to review this. It may be the reason why your customers are not responding as well as they should.
Clear and easy CTAs
Your email needs to have clear Call to Action buttons. Make them attractive, large, colourful. Just like a game – you can’t help but click that SPIN button. What buttons does your audience respond to most on your website? Put those in your email. Theme it accordingly. Aligned with the right email segment, this could bring back many customers.
One last piece of advice you don’t usually hear from email marketers, is to have something ready to follow-up. Don’t just send customers a simple reactivation email and then put them through your regular CRM processes. Create a special warm-up sequence for people who are returning from your sleepy list. Plan to engage them on a more personal level so that they don’t end up churning again too soon.
Want to read more about reactivation emails when your resources don’t allow for more personal player communications? Read this article.
Pioneers in player (Re)Activation, Enteractive partners with operators to increase retention and player loyalty, by engaging with players in a one-to-one conversation. Gaming groups across Europe are attracted to Enteractive’s ability to re-engage with inactive players in a scalable and personal way. All (Re)Activation methods used are GDPR and G4 compliant, and all data processed is highly secured.
As the pioneers behind the (Re)Activation Cloud™, Enteractive are experts in building bridges between operators and their players, increasing retention and player loyalty by engaging with players in a 1-on-1 conversation.
Enteractive also offers 24/7 Customer Support as an easy plug-and-play extension of day-to-day business operations.
If you’d like to find out more, get in touch with our Head of Business Development firstname.lastname@example.org