Wynta is committed to powering the success of our partners, iGaming software providers and operators alike, by offering cutting-edge affiliate software designed for the UK market. A core pillar of this success is mastering Customer Relationship Management (CRM), especially in the crucial arena of email marketing.
To dive into the strategies that truly move the needle, we spoke with Christine Foulds, a specialist in Customer Retention Management, for the latest edition of the Wynta Partner Playbook. Christine offers invaluable insights on transforming compliance challenges into opportunities for hyper-personalised player engagement.
Email Marketing – The Cost-Efficient Core of CRM
Email remains an undisputed champion in the marketing toolkit. Christine confirms that email marketing plays an integral part in any CRM strategy as it is still the most effective and most cost-efficient communication channel.
In a landscape defined by strict and constantly evolving compliance, maintaining strong email deliverability is paramount. Christine notes that the foundation starts with ensuring that marketing preferences for each product vertical are clearly in place, regardless of the jurisdiction. Crucially, players must have easy access to update their preferences, this benefits your deliverability by cultivating an engaged audience. Further boosting engagement and consequently deliverability, is the strategic use of segmentation within product-specific lists.
She advocates for using as many different data points as possible: preferred games, days of play, incentives, deposit methods, to create hyper-personalised content. The advanced capabilities of modern CRM software make creating intricate segmentation easier than ever before, putting the power of creative and bespoke email marketing campaigns in the hands of the user.
Wynta’s Advantage: For our partners, Wynta ensures your affiliate data is always clean, segmentable and actionable, providing the rich player insights necessary to fuel the intricate, high-engagement campaigns Christine is talking about.
Personalisation Over Automation – Speaking to the Player
The sheer volume of iGaming marketing can often strip the content of personality, a mistake Christine warns against. She stresses the need to view players as individuals, not just data points.
“First and foremost, players are people so your content should speak to the person you’re sending it to. I find that some gambling related marketing offers really lack any form of personality”, says Christine.
The solution is to look beyond the industry and draw inspiration from successful e-commerce businesses that excel at creating offers that the end-user genuinely likes (while remaining compliant, of course). When working on email marketing campaigns, whether they are ad-hoc or part of an automation, Christine focuses on making the content interesting, enjoyable to read and personal. This effort begins with the imagery, moves through the marketing copy and concludes with the terms and conditions. The goal is to make it feel like a person created this and not some bot or AI. This same authentic approach applies to affiliates.
While messaging may change based on player motivations (e.g., focusing more on call-to-actions), the overall human-first approach remains consistent. Ultimately, every single email that is sent out needs to have a clear end goal, whether that is another deposit, a review request or cross-selling.
The Art of Reactivation – Generating Re-Engagement
Re-engaging dormant players is one of the most profitable challenges in iGaming. Christine notes that the key to success is moving beyond generic ‘opens’ and focusing on genuine conversion through creativity and mixing it up.
Successful campaigns utilise a mix of specific awareness days, new games, exclusive tournaments, newly launched features or even personalised video content. The choice depends entirely on the segmentation, the offer and how well the campaign is packaged. Generally speaking, automated reactivation flows should be supported by bespoke reactivation campaigns that run several times throughout the year. The principle is simple: the more creative, targeted and bespoke the campaign, the bigger the conversion.
Where AI Creates Unbeatable Value
As an AI-focused affiliate software, Wynta recognises the transformative power of artificial intelligence. Christine confirms that AI provides significant value, primarily in analytics and strategic support. AI can be of great use when creating specific segmentation, finding campaigns that performed above average, supporting reporting and spotting trends.
However, she advises caution on purely automated creative content, noting that when it comes to the creative side of things such as images, it’s not yet good enough. While it can support with writing marketing content, she recommends tweaking it so that it sounds like a person and not ChatGPT.
The most impactful contribution of advanced analytics, however, is empowering teams to intervene proactively. Christine highlights that spotting churn sooner has been a major game-changer. With new analytical features and predictive measures, engaging with players who might become dormant is much easier now. By being proactive and providing relevant content and bespoke incentives, iGaming operations can achieve retention success like never before.
Wynta: Your Partner for Smarter iGaming Growth
Christine Foulds’s expert insights underline a core truth: the future of iGaming success relies on the intelligent use of data to drive hyper-personalisation, maintain compliance and foster genuine player engagement.
This is where Wynta becomes your essential partner.
Our affiliate software is designed to integrate seamlessly with your ecosystem, providing the granular data and robust reporting capabilities that power the segmentation and predictive measures Christine highlights as essential. By partnering with Wynta, software providers and operators can confidently deploy the sophisticated, profitable CRM and affiliate strategies that define market leaders.
Ready to Upgrade Your CRM Strategy?
Software Providers: Integrate with Wynta to offer your clients the most advanced, data-driven affiliate solution in the UK market.
Operators: Request a demo to see how Wynta can transform your affiliate performance and boost your Customer Retention Management.
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