Effective Direct Mail for Gambling Companies – Week 6 (Insight)

Information is giving out; communication is getting through.

Ok, this week I'm going to start with a confession. I'm going to admit that when I started compiling the topics for this series of Direct Mail blogs, 'Insight' was not an obvious candidate for inclusion. However, the more I thought about it, the more I realised it had to be included on the list.

When considering success factors in Direct Mail, the first thing you think of is the hook; what will persuade the recipient to respond? For most campaigns, this is some sort of special offer or other incentive, but what if, rather than a perceived giveaway, the hook could be insight, access to information that could enhance their experience of your product?

"That's too good to be true," you may cry. "I can't run a successful Direct Campaign without giving something away." But in the world of online gaming, knowledge can be power. Insight can take many forms, such as a pro poker player sharing their tips or a lotto jackpot winner telling you how to win. The trick is to provide information that people want to know, be it of perceived or real value, and frame it in a way that leaves them wanting more.

The most common method of sharing insight via Direct Mail, a tactic beloved of online lottery companies, is the free eBook or 'How to Win the Lotto' video. These can work with certain audiences, but savvy gamblers will see right through them. The trick to successful insight-based marketing is to share the knowledge without the cheese.

One campaign that has had a huge impact on revenues is Lottoland's hiring of Chris Tarrant, which has added both profile and credibility to a relatively unknown brand. Celebrities are an expensive luxury, however, so the alternative is good old-fashioned insight. Sharing 'the secrets they don't want you to know' will always attract the attention of your target audience.

As with every consideration in a successful Direct Mail campaign, there is no single solution. You need to come up with a strategy that works for your brand and there is, of course, always the option to combine the insight with the giveaway in order to reinforce the message. If you need some support in developing your ideas, the Secure Direct Mail team are always here to help.

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