The conversion phase from lead to former lead or from new customer to inactive customer often takes less than a week. To counteract this situation, a provider from the iGaming industry came up with an effective and individual user onboarding campaign. In order to implement this campaign, we at AGNITAS also had to get involved because new functions in the EMM were needed first.
The effort was immediately rewarded , the campaign is a complete success!
Best Practice: User onboarding campaign for more new customers
Read our detailed factsheet here
Summary: The most important things at a glance
The iGaming provider achieves very good response rates (37% openers, 14% clickers) and can boast a conversion rate of 10% of all openers who were converted into customers after the first email.
prerequisite for success
Fast interaction with the potential customer
The iGaming provider first asked itself the following questions: What exactly do our customers and prospects expect when they register on our website? And what do we need to do to ensure that this contact does not die down while the lead is still “hot”?
As in many other cases, the same applies here: small gifts keep friendships alive! And especially for the target group of gamers, vouchers fuel the desire to play and reduce the inhibition threshold for initial interaction. For this reason, it is important that the leads do not have to wait long for a suitable gift !
initial situation
Status and affinity for vouchers available internally
The iGaming provider already documented all austria phone number data bonus codes that the user received during their customer lifecycle as well as the status of redemptions in a database field in its internal CRM system. All sales made by the player are recorded in another field. These fields also log the development of the lead and their voucher affinity.
Based on the codes mentioned, several automated campaigns were designed that also take into account the redemption status and the user's affinity for vouchers . Our best practice case specifically concerns the bonus code "Welcome" for new leads.
Technical requirements within the EMM
Customer-specific features contribute to the feasibility of the campaign
First, a real-time synchronization had to be established between the EMM and the customer's CRM system, the relevant profile fields and all other relevant information about the player. This was easily possible with the existing interfaces.
Next, we had to create a way to recognize individual components of database fields in the recipient profile. This was crucial for target group formation and campaign progress, as only recipients who had received the voucher but had not yet redeemed it should be taken into account. And since the information was not stored granularly in individual fields, but collected in one field, we introduced the new filter function “Contains” . Before this, the contents of the profile fields could only be compared as a whole using mathematical operators (is greater than, is equal to, ...).
Incidentally, all other customers also benefit from the new functions today.