INSIGHT
Segment, segment, and
segment again
Not all Millennial recipients are created
equal. Every one of your prospects will
come from different avenues, subscription
sources and have certain criteria that
make them entirely unique. It is crucial
that you build segmented lists and make
those segments as detailed as possible.
This can be done in a number of ways,
but perhaps the easiest avenue of going
about this segmentation process is at the
source of signup.
With every campaign, a new list
should be created. This might seem
like overkill, but the reality is that each
campaign — its structure, content,
offer, and all other aspects included —
will generate unique leads that exhibit
unique traits. In order to drive up response
rates to your email campaigns, you’ll
want to customise them as extensively
as possible, and that means segmenting
your lists into as many detailed groups
as possible. There might be crossover,
but creating offers that are designed for
specific groups means that even if an
email address is repeated, the recipient
won’t be seeing the same offer or product
in your email, and that both of the
campaigns in question will be tailored
to a particular trait of that user, exhibited
based on when he or she provided their
email to you.
Personalise the content
Personalisation relates closely to that
segmentation process, and it is a key
strategy you’ll want to employ if you intend
to pique the interest of a Millennial base.
As you create new lists, describe them in
as much detail as possible. Note some
of the key reasons why a subscriber is
providing you with their information. Is
it because you are offering something for
a limited time, or a bonus? Maybe you’re
promoting a particular game or operator.
Whatever the case is, clearly define the
reason a list exists, then create content
tailored to that defining quality.
Even though email is a personalised
space, and one that Millennials are more
receptive to, don’t as sume that they’re
going to be paying attention to every
single email that comes across their
screen or mobile device. Your segmented
lists tell you about the kinds of subscribers
you’re reaching. Use that to your advantage
by ensuring that the emails making their
way to a particular list member’s inbox
are read and action is taken.
cried wolf. Eventually, your email address
will become synonymous with spam,
even if it still manages to make its way
into a user’s inbox. Moreover, there will
be little to no incentive to click on a link
or redeem an offer, since it will always
be assumed that another one is right
around the corner.
Create an editorial calendar and stick
to it. Share offers sporadically and keep
your audience on its toes, waiting to
redeem that next one. The response
in cases like this, where you’re more
interested in sharing something of value
“It might seem like email has gone the way of the dodo
(or Myspace) but it is still a hugely viable marketing platform”
Provide undeniable value
Another reason why your emails might
not be generating the results you want
is simply because they’re not providing
recipients with a tangible value. If you
want to see results from a Millennial
audience when it comes to email
marketing, value is the key to your
success. It is also important to remember
that value comes in many forms.
You might be providing tangible value
in the form of an offer or monetary
incentive. That’s an easy one to showcase.
It’s a short-term value that might generate
a one-time response from your audience.
For long-term loyalty, the value might
be in the form of knowledge or insider
information. Sharing tips or information
made available only to subscribers is
a key means of showcasing value and
developing lasting relationships with
Millennials, so be sure to sprinkle those
elements into the mix whenever possible.
Share when necessary
When operators or affiliates inundate a
recipient’s inbox with offer after offer,
the situation becomes one of the boy who
than sharing something every day, will
yield significantly greater results.
It might seem like email has gone the
way of the dodo (or Myspace) but it is
still a hugely viable marketing platform.
If you can put together a value-oriented
strategy that connects with Millennials on
a personal level based on their expressed
interests and behaviours, you’ll be in a
good position to drive significant results
from your email initiatives.
COREY PADVEEN has an
extensive background in
econometrics and statistics,
and is a partner at t2 Marketing
International. He has worked
on some of the most innovative
Millennial-oriented campaigns for both
online and bricks-and-mortar operators,
speaks on his work and research at
events around the world, and is a
member of a number of gambling and
Millennial-facing advisory boards.
He is also the author of Marketing to
Millennials For Dummies, which is part
of the renowned For Dummies series.
iGB Affiliate Issue 63 JUN/JUL 2017
55