On the Hook: Seven good reasons to mail existing customers

We've covered the importance of having a good hook for your Direct Mail campaign many times on this blog, but what are the most common occasions you can leverage? Using an online casino as a basis, let's take a look at the most common hooks for eGaming sector DM campaigns targeting existing members.

1) New Members
New members are a key asset. You've already done the hard work to get them signed up, so now it's time to make them feel welcome. Ideally you should send them something in the post within two week, maybe with a special incentive to play, enhanced credit or entry to a reward or loyalty scheme.

2) Loyalty Programme
If you have a casino loyalty or rewards programme, you need to shout about it. Everyone loves something for free and, once people have a stake in it, they're more likely to come back to you. If you make this the topic of your mailer, don't forget to give the recipient to sign up, such as free points, bonus points or even entry to a free prize draw.

3) Birthdays
People not only like to know you've remembered their birthday, they also tend to have a bit of cash to spend, so why not take advantage. Give them a 'present' by mail that entices them to play and you stand to gain it back several times over.

4) Reactivation
It's always easier (and cheaper) to reactivate a lapsed customer than it is to acquire a new one. Give them a really good reason to come back and there's a good chance they will, especially if there is a perception that they're getting something for free.

5) Player Status
Casino players love to feel a bit special, so why not take advantage of this by offering them a boost in their status and proclaiming the benefits this can offer. This may or may not be tied to the Loyalty Programme, but either way it's a great way to make your customers feel loved and encourage them to spend more.

6) The New Game
Everyone likes something new or different and casino customers are no different, so take advantage of any new games launching on your platform to selectively target your customers. Offer them a free play or a bonus and your investment in the game will be recovered far more quickly.

7) Recommend a friend
In the same way an existing customer is much cheaper to activate than a new one, the friends of your existing customers can also be an asset. Offer your customers an incentive to introduce their friends to your casino and you can attract new customers for a fraction of the normal CPA.

So there you have it, the most common hooks used by online casinos for their DM campaigns. Let Secure Direct Mail help you plan your next campaign. Contact the team on 01624 698488.

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