Your Monthly Casino "eBlast" Isn't Working Anymore

It's Not Because Email is Dead

For years casinos have treated email as an extension of their monthly core promotional mailer. Drop all the promos for the month into one email, hit send and consider yourself done for the month. Maybe that worked at one time in the past, but we've come a long way in email marketing since then.

If your casino is still sending the "monthly eblast" there's a good chance you're seeing:

• Lower Open Rates
• Low Engagement
• Fewer Players Showing Up

So what's the problem with a monthly casino "eblast" and why isn't it working anymore?

You're Saying Too Much

Monthly casino emails generally include 12+ promotions, multiple date ranges, several different audiences and a mix of giveaways, drawings, events and food specials. Everything is important... which means nothing is important. When you get hit with a wall of offers it's overwhelming and your instinct is to ignore it. And so, they do.

High Rollers and Casual Players Get the Same Email

Marketing has always been based on knowing your audience and we have the tools to segment audiences into hyper specific niches. Your once-a-month brunch guests, your VIP Slot Player, your Friday night regular... they've all got different interests and you're sending them the same email. Maybe that has worked in the past, but audiences expect more now. 

Cramming everything into one email makes your best players feel like they're just another name on the list. The email is overwhelming and doesn't feel like it is relevant to anyone. 

You're Not Just Competing with Other Casinos

You email isn't just competing with other casinos anymore. Each day millions of marketing emails are sent and your customers inbox is already full of generic retail promos, app notifications and hey maybe even a restaurant coupon. 

And those competing emails are getting smarter, segmenting and being tailored to your customers behavior. They are personalized, time sensitive and targeted to the customers exact interests and behaviors.

How Do Your Customers Think?

The monthly email "blast" is convenient for you, but it's not how your players think. They're not thinking about a monthly calendar. They're thinking "Is there anything going on tonight?" or "Do I have any free play right now?" Your email marketing should answer those questions instead of dumping everything in one email and hitting send.

Effective Casino Email Marketing

This doesn't mean you should stop promoting everything, or even that you stop sending the monthly email. It means you should segment your lists and stop trying to promote everything to everyone all at the same time.

The casino emails that get the most engagement and the best results are 

• Relevant to the customer: People who play slots get slot emails, people who attend concerts get concert emals.
• Timely: The email arrives at a convenient time, like the day before the offer or event takes place.
• Personalized: The emails that get the best engagement include special offers like hotel rewards, free play or a special offer based on their interests.

The customer expects this personalization because other brands are doing it. And when they don't get it they don't complain about it... they just hit unsubscribe and don't show up anymore.

Where Casino Email Needs to Go Next

Email isn't broken and your players aren't ignoring your email because they don't care about your casino. They're ignoring it because it's not relevant to them. 

The good news is it's fixable. With better segmentation, smart timing and more personalized messaging your casino emails can be engaging again. 

At Geary Company, we help casinos move away from "monthly blasts" and toward email systems that feel more like a personal message than a "blast" of information. And that's what gets players on the casino floor.