Triggered direct mailings are mailings that are going out every single day that nobody has to manage. These mailings are known to work better than your other mailings because they are ‘triggered’ when all the ideal details come together for the guests you want most.
When you get stuck in budget meetings and everybody is putting out fires, there are mailings being sent out automatically from your player database to people matching your perfect criteria with your best segmented offer.
You can build perfectly timed, segmented and personalized mailings and put them on cruise control.
Send these daily offers to 1 person or thousands.
- Nobody has to pull a mailing list
- Nobody has to deal with postage
- Timed and optimized with your favorite tiered offers
This is not a new concept so put those mailing labels down
In every phase of technology people hang onto the past because it becomes engrained.
Do you remember printing labels and giving those labels to the mail shop to apply onto your mailers? From labels we eventually gave the mailshop a diskette. Then we started using thumb drives, email and ftp. Data moves fairly quickly now, but emailing a mailing list to a printer or a mailshop is the equivalent to printing labels these days.
In comes 2012 and casinos all over the world transfer data automatically outside of the player database to allow players to login to websites and see their points and what offers they have earned. The player database is being used to communicate in Kiosks and personalized offers are displayed directly on the machines too, automatically.
This is possible because your player database is updating outside vendor databases directly on a timed schedule. Your player database has come a long way in how it communicates with your guests.
Why are we sending out mailings every 2-3 weeks when we can send them daily?
We tend to think in monthly cycles. We send out 2-3 mailings each month and we have a 1 week breather before we start working on next months. Usually we use the art from last month, make a few changes then pull new data and send all this to our vendor. Rinse, Repeat.
Sure, we do analyze results to make changes to next month’s offers but the next mailer will go out before you have results from the last one so… let’s just get this in the mail, it’s late right?
This monthly rinse and repeat cycle is the ‘labels’ of 2012.
For at least 2 of your 3 mailings you are using the exact same queries each month, applying the same reinvestment curve and just adjusting your event schedule. I am by no means saying this is ideal but these things can be automated so you can focus more on the recipe and less on the processes.
Your time is best spent designing ideal client-relationship segments and reinvestment curves to match. You should not have to spend so much time pulling and sending lists, dealing with postage, handling return mail, uploading art and proofing content.
Build each player segment, matching art and put each one on cruise control.