Many igaming brands are surprised to discover the difference between successful direct mail campaigns and those that fall flat. The secret lies in understanding how players actually engage with their mail. Let’s look at what works.
The Attention Game
Here’s a winning number for you: direct mail gets two minutes of attention on average. For igaming communications, that’s gold. While your players might scroll past an email in eight seconds, they’re spending proper time with physical mail. That’s important when you’re sharing promotions or VIP rewards.
Players Love Personal Touches
When it comes to VIP communications, the stats tell an interesting story. Mail that includes personal touches, like using first names and specific offers, gets significantly more attention. Think about it – “Log into your account today, we’ve dropped a few hundred in the pot” feels much more special when it arrives in a premium, personalised format.
The Multiple Touchpoint Effect
Smaller, regular mail touchpoints work better than one big splash. This is especially true for retention campaigns. Players who get regular communications (like those every two-month mailers) tend to stay more engaged. Each piece of mail gets multiple views over time, building that connection with your brand.
Timing is Everything
The research shows that mail gets looked at multiple times over 28 days. For igaming operators, this means your promotional offers and seasonal content have a much longer shelf life than digital messages. Your players aren’t just seeing it once – they’re coming back to it again and again.
VIP Treatment That Works
Different player tiers need different approaches. The data shows that more personalised, high-value direct mail pieces get the most attention. For your recreational players, that might mean seasonal offers. For your VIPs, more premium materials and highly personalised messages that make them feel like winners.
Making Every Second Count
Remember those 40 seconds of attention mail gets in living rooms? That’s your opportunity to show what makes your igaming brand the best.
Whether it’s your latest promotion or a VIP event invitation, that focused attention is your chance to make an impact.
Want to create direct mail campaigns that really connect with your players? Let’s talk about making your communications work harder.
Stats from JICMAIL research data 2024.
