A betting app and online casino operators alike: Cool it with the onslaught of marketing and promotional emails.
In a survey of 305 U.S. adults, 81% said they unsubscribe from online brands that send excessive messages, with 54% saying they’d unsubscribed from at least three online brands within the past 90 days. The survey was not specific to the gaming industry, but offers critical insights nonetheless.
Interestingly, 40% of respondents said they wanted to receive more marketing messages from brands they subscribe to, while 45% wanted fewer and 15% said the amount they received was just right. Half of all respondents said they wanted to receive fewer marketing or promotional messages in general, while 34% wanted more and 16% were content to receive the same amount.
As for why respondents were motivated to open a marketing-oriented message, 54% cited the relevance of the offer as the primary reason, 12% cited brand loyalty and 6% were most attracted to a catchy subject line.
Personalization is king, but also controversial 402r66
In response to that same question about what makes them most prone to open a marketing email, 19% of respondents cited messages that were “personalized to me beyond just my name.” And while a similar proportion — 18% — felt that personalization of messages was “creepy,” 54% of respondents felt it was important.
So, too, does Optimove CEO Pini Yakuel, who said in a press release, “Consumers are becoming increasingly selective about the marketing messages they receive, and brands must adapt accordingly. Consumers expect timely, relevant messages that help them during their shopping journey. Our latest report provides proven actions for brands to address marketing fatigue effectively and enhance customer engagement.”
To this end, Optimove specifically recommends using artificial intelligence to “map [customer] journeys at scale” and to “decide what can be done with AI to orchestrate messages effectively across channels and ensure a seamless and personalized experience for customers throughout their journey.”
While that might be shrewd advice for legal gambling operators to follow, it may stoke the embers of Rep. Tonko’s office told Sports Handle that the congressman considers such AI-fueled tactics “predatory.”
