Email- Is it ready to be the prime communication vehicle

By George Haldeman

Email has gotten to the point where it is a mature communication vehicle. The technology has been stable for a long time and it has been widely accepted by the mainstream. The question for casino marketer today is whether or not it is ready to supersede direct mail as the primary form of communication. Some customers would prefer to be communicated with by email.  Is that preference going to yield the response rates of traditional direct mail?

Direct mail

Each operator will have to conduct some A/B testing. The most recent tests I conducted suggest that the answer is no. Direct mail response rates are still superior to those of email. The cost per response on email is lower but the number of responders is not sufficient to meet the profitability goals of the company.

Email’s role

That does not mean email does not have a role in the communication process. It clearly does. We can effectively use email as a tool to reinforce direct mail and special event campaigns. We can also use it as an occupancy builder for our hotels and entertainment options. It can also be used in newsletter form to further brand resonance. There is also the aspect of being a driver of website traffic through the use of embedded links. Increased web traffic furthers the goal of keeping your brand top of mind with the customer.

Conclusion

The state of the industry today forces us to optimize every opportunity to drive visitation to properties. Utilizing all channels gives us the best opportunity for success. Each channel has its role. I am still have the opinion, based on test results, that email is still in a supporting role to direct mail in the casino industry today.

George is a Principal in Strategic Gaming Advisors