Scaling success: a guide to future-proof retention marketing

In this two-part series, Scaling success: a guide to future-proof retention marketing, we will explore insights gained from my experience working with various startups. Throughout these articles, we will delve into crucial topics such as CRM effectiveness, promotions management, product hygiene and the often underestimated value of feedback loops. It is important to note that these discussions aim to ignite a dialogue within your teams rather than simply accepting my experiences.

Dropped signals – managing a shrinking contactability funnel

It’s crucial to understand that having a large player database isn’t equivalent to having a responsive one. Sometimes, organisations mistakenly equate the two. Picture this real-life scenario, which might be all too familiar: a brand, while executing TV advertisements, bypassed verification steps to optimise campaign outcomes. Indeed, the sign-ups and first-time depositors surged. However, the major snag was that the brand, lacking sufficient liquidity for consistent campaign execution, ended up with a heap of unverified and subsequently unresponsive contacts.

Encouraging players to validate their contact details and set their communication preferences can greatly improve contactability. It’s about fostering trust through compelling quality content and transparent data privacy policies, thereby raising the odds of receiving accurate information. Effective CRM goes beyond merely amassing a vast player database.

Ignoring costs of overlapping promotions, loyalty systems and bonuses

While it’s not exactly feasible to eliminate overlapping promotional costs entirely, it’s possible to manage the most substantial contributors, both promotion-wise and player-wise. One practical way is to balance the credits and keep track of the lifetime profitability of the players while establishing and agreeing on the cost margins you’re willing to operate within.

Without an effective planning template that includes the probability of overlapping costs with other offers, you might find yourself with action items like making the bonuses harder to convert, irritating the regulars and losing more players than you planned for.

Fear of cannibalisation in multi-brand cross-sell setup

A prevalent concern in the industry is player cannibalisation within a multi-brand cross-sell setup. Yet, if your players are disengaged from your brands, they’re likely to engage with others. Striking a balance in messaging, offers and brand positioning to create meaningful distinctions between your brands is crucial.

Contrary to popular belief, targeting new and active players often yields better results than focusing on reactivation or inactive players. But don’t just take my word for it – run AB tests to see the impact. Before doing so, ensure a balance between messaging, offers and brand positioning to create substantial differences among your brands.

Continuity and transition issues with VIP account management

In the absence of a profile and portfolio management tool and seamless transition processes, continuity and coordination issues can arise with VIP account management. The lack of a portfolio report hinders account managers’ ability to prioritise their actions effectively. While VIP training often emphasises personalised communication and offers, the vital element of continuity is often overlooked.

Addressing issues like withdrawals, failed deposits, gameplay concerns and bonus requests requires collaboration with product teams and resolution at the product level. Without a comprehensive approach to VIP account management, the retention of the player cohort that probably generates the majority of your profit is at risk.

Depending on funnel vision over scattergun tactics

While reactive messaging channels like email and SMS can yield some results, their impact on improving conversion and retention rates is often limited. The ability to review your in-app user experience screen recording, heatmaps, dead clicks and rage clicks offer you much clearer insight into where your players are having a bad experience, getting frustrated with your UI and UX elements.

Stay tuned for the second part of this series, where we’ll discuss the importance of prioritising product hygiene, understanding the hidden challenges of platform compatibility and building effective feedback loops.

Bhopendra Rathore is a full-stack gaming professional with more than a decade of experience across gaming and betting verticals. He is currently working as product marketing and CRM director at No BS Bets Consulting.