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Can you hear it? Well, no, actually you cannot, but every second almost two-and-a-half billion emails are deposited in somebody’s inbox: an awe-inspiring communication feat indeed were it not for its absolute ordinariness.

And whilst every time you check your inbox you might think that you’re on the receiving end of the bulk of those electronic missives (there’s always a new one isn’t there?), real internet marketers always have a target reader in their mind when they’re involved in email marketing campaigns.

In this article, we’ll discuss the importance of keeping your intended reader well inside the crosshairs, as well as how to create a reliable email marketing strategy that takes out a huge chunk of guesswork from your campaigns.

You know what they say; the money’s is in the list

List-building is a core activity in email marketing and much has been said and written about it. List-profiting; that’s something people tend to talk less about. Turning email addresses into paying customers should be the primary goal of your email marketing efforts.

The good news is that converting the people on your list isn’t rocket science. Break the ice yourself by offering them something they desire, but position it just far enough out of their reach such that they have to complete a simple step to achieve it. Like opening a new account, or even simply visiting your website (to download an exclusive white paper about the top ten ways to improve your poker game, for example).

The key is to make the transaction as painless and appealing as possible. This leads us to two email marketing principles we’re big fans of: good timing and impeccable wording.


It’s all about timing

Good timing is all about knowing your customers well. The more data you can collect directly from your own campaign analytics, the better you can tailor your successive email marketing efforts to the people you are serving.

That being said, there have been a number of studies which gives some useful rules of thumbs about timing your email blasts. Sending your emails during daytime tends to elicit better results than during nighttime; Mondays and weekends often return poorer results whilst emails sent in the middle of the week are more likely to be opened and read through.

These timing rules have been formulated after examining numerous email campaigns. It doesn’t mean they’ll necessarily hold true for your case, however. As always, data-driven marketing using knowledge you gained first-hand from your customers is the best way to ensure more effective use of email for your organisation.


Write emails, not novels

We already sang the humble word’s praises in our first article and we won’t mind doing it again here. However, writing for email is very different than writing content for a webpage.

Yes, the reader is concentrating more on the message, but the intensity of that concentration is partly due to to the decrease in the number distractions and partly due to the short amount of time they’ll spend on any single mail.

Leveraging the first factor means that your email needs to have a compelling message that unequivocally communicates to the reader a very definite benefit which they could earn by reading it through and following up on it.

Dealing with the second factor requires you to make every line count and convey your message as simply and lucidly as possible in a relatively short amount of text. The longer your email the harder you’ll need to work on getting the wording down pat and nailing the timing in order to increase the odds of your customers reading it till the end.


Be holistic in your approach

The truth is that no matter how formidable a marketing tool email really is, it’s currently eclipsed by more modern forms of media. Social networks, which we discussed in our last article, are a clear example.

Although the power of social lies in offering you the opportunity of holding real-time interactions with your customers, it is plagued with shorter attention spans, a problem compounded by the ongoing bombardment of your readers with competing posts. Email, on the other hand, still offers a relatively safe sanctuary for both iGaming operators and their customers where they can connect in a more focused manner.

Making the most of these rare instances online and systematically engineering them with tantalising subject lines that draw in customers to the taste the substance of your email content should be a top priority of every iGaming company’s internet marketing efforts.


And in closing…

That concludes the third article in our three-part series about the basic principles of internet marketing for iGaming companies, in which we discussed the importance of compelling subject lines and email content that ramp up your clickthrough and conversion rates.

If you have any questions or comments about this article drop us a line on our website and let us know what’s on your mind. The team at Systemato is always glad to advise on internet marketing matters and share tips on how you can increase the effectiveness of your email marketing campaigns.

Otherwise, you could save yourself time and money by letting our team handle all your email marketing and newsletter writing needs from start to finish. Our copywriters will make sure to create content that hits the jackpot every time you hit ‘Send’.


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Mark Debono

Author Mark Debono

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