Developing Players Through Targeted Messaging And Triggered Emotions
BEST PRACTICES GUIDE FOR SMS IN CASINOS
Casino databases have seen a rapid influx in player communication preferences being move from email to text messaging. It’s been proven in multiple marketing studies that SMS messaging receives an outstanding open rate of 98%, according to Mobile Marketing Watch. Making text messaging the most effective communication channel for reaching and engaging with your most valued players. With statistics like that, cell phones can easily be compared to a walking billboard sign promoting your casino brand in seconds.
Leveraging SMS
On average, people spend four-and-a-half to seven hours per day looking at their phone and nearly 70% of that time they are carrying their phone with them during daily routines. Leverage your SMS messaging to make your brand stands out. Each message should be designed to trigger an action or an emotion that leads to increase in visits, increase in wallet spend, maintain loyalty or create new sign-ups. Use creative messaging to be more engaged with selected groups of players deemed developable or selected for reactivation offers. Marketing through text is by far the fastest way to communicate with players and keep your casino brand top of mind for players searching to be entertained.
Win by Segmenting and Targeting Players to Develop
Utilize player data to segment your audience based on factors like gaming history, preferences, and demographics. Target specific groups with messages tailored to their interests to evoke emotional responses. Using groups of players to test offer engagement. The right SMS messaging can trigger emotions and prompt unplanned visits to a casino. This type of marketing can be a strategic and cost-effective approach.
Here are ways casinos can save money and maximize the impact of SMS marketing:
Time-Sensitive Promotions: • Introduce time-sensitive promotions in your SMS messages to create a sense of urgency. Limited-time offers can trigger the fear of missing out (FOMO) and encourage customers to visit the casino sooner rather than later. According to a report by Velocify, SMS messages are typically read within three minutes of being received, making it an excellent tool for time-sensitive promotions.
Event Announcements: • Promote special events, entertainment shows, or live performances through SMS. Creating excitement around upcoming events can evoke positive emotions and entice customers to visit the casino on short notice.
Feedback and Surveys: • Engage customers by seeking their opinions and feedback through SMS. When you make players feel heard and valued, you enhance the emotional connection. Additionally, you can use this opportunity to include special offers as a token of appreciation for their input.
Opt-In Programs: • Encourage customers to opt into SMS programs by offering exclusive perks or discounts for doing so. This builds a more engaged audience that is receptive to your messages and increases the likelihood of spontaneous visits.
Focus Your Budget Spend
Create segments of players you want to develop. Send personalized messaging with an invite, offer or property update through SMS for a faster response than standard email or direct mail offer. Casinos can increase their return on investment by using targeted and personalized messaging to segmented player groups. The Direct Marketing Association reported that SMS marketing is one of the most cost-effective channels, with low costs per message sent compared to other forms of direct marketing.
Increased Engagement:
• SMS messages have a much higher engagement rate compared to email marketing. Customers are more likely to open and interact with a text message promptly based on convenience and instant gratification.
Targeted and Personalized Content:
• Tailoring messages to specific audience segments can significantly increase the effectiveness of the campaign. Players gain a more personalized connection if they feel the message was meant specially for them.
Feedback and Surveys:
• Engage customers by seeking their opinions and feedback through SMS. By making players feel heard and valued, you enhance the emotional connection. Additionally, you can use this opportunity to include special offers as a token of appreciation for their input. Player feedback is valuable and can be leveraged as a money-saver. Trigger Emotions with Messaging Craft messages that evoke specific emotions, such as excitement, anticipation, nostalgia or the feeling of winning. Connect promotions or offers with emotional experiences tied to the casino, creating a stronger bond with the players. Triggering an emotion can trigger a trip to the gaming floor. To gain more share of wallet through direct messaging that taps into players' emotions, casinos can implement the following strategies:
Celebrate Player Milestones:
• Send personalized messages to celebrate players' milestones, such as anniversaries, birthdays, or significant wins. Acknowledging these moments makes players feel appreciated and encourages increased spending.
Exclusive VIP Experiences:
• Offer exclusive VIP experiences through direct messaging. Invite high-value players to special events, private gaming sessions, or premium services that create a sense of exclusivity and encourage higher spending.
Surprise Rewards and Bonuses:
• Implement surprise rewards and bonuses to add an element of delight. Unexpected perks, such as bonus credits, free plays, or exclusive discounts, can enhance positive emotions and drive additional spending. By combining targeted messaging with strategic emotional triggers, casinos can create impactful SMS campaigns that not only save money but also drive unplanned visits and boost overall customer engagement.
Target, Track and Analyze:
Set engagement targets while continuously analyzing data to understand the emotional triggers and preferences of these player groups. Use this information to refine your direct messaging strategies, ensuring they remain relevant and emotionally impactful over time. Utilize analytics to measure the effectiveness of your SMS campaigns. Analyzing the response rates, conversions, and overall impact will help you refine your strategies, ensuring optimal use of resources. Consider tracking groups of players for 30, 60 and 90 days to monitor growth and engagement from your SMS marketing campaign.
Make Greeting a Priority
Generate an even more powerful connection with players by adding a face-to-face greeting that personalizes their gaming experience, influencing their emotions in several ways:
Feeling Valued and Recognized:
• Provides a tangible expression of recognition and value. When this is followed by an SMS invite, it reinforces the idea that the casino has taken the time to personally reach out, further enhancing the player's sense of importance.
Enhanced Personal Connection:
• Allows for a more personal connection between the casino staff and the player. Following up with an SMS message extends this connection beyond the immediate moment, maintaining a continuous and personal touch that players appreciate.
Increased Trust and Loyalty:
• Builds trust by establishing a human connection. When this connection is reinforced through SMS messaging, it further solidifies the bond between the casino and the player. Trust and loyalty are crucial emotional factors influencing a player's spending habits.
Creating a Memorable Experience:
• The combination of personal and digital interactions contributes to a memorable overall experience for the player. Memories of positive encounters can influence emotions quickly, making the player more likely to return and spend more during future visits. Players who experience memorable moments will share their story with friends and family, creating excitement for others.
Immediate Engagement:
• The immediacy of SMS messaging complements the personal greeting by providing instant information and calls to action. Players can engage with the invite immediately, creating a seamless transition from the in-person interaction to digital communication.
Facilitating Spontaneous Visits:
• The personal touch of a face-to-face greeting followed by an SMS invite can prompt spontaneous visits. Players may be more inclined to act on the invitation, especially if it aligns with their interests or includes time-sensitive offers.
Building a Relationship
The combination of personal greetings and SMS invites contributes to the ongoing development of a relationship between the player and the casino. Building and nurturing this relationship over time can lead to sustained loyalty and increased share of wallet, creating a holistic and emotional experience for casino players. This approach not only strengthens the player-casino relationship, but also positively influences the player's emotions, contributing to increased engagement and spending.
SMS messaging provides a consistent channel for delivering the casino's brand messaging. Whether it's conveying a fun and vibrant atmosphere or promoting a luxurious experience, maintaining brand consistency builds a recognizable and trustworthy image.
Written by:
Jatonia Ziegler
VP Sales & Marketing at Playersoft
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