In the fast-paced world of iGaming, building a loyal audience is crucial. While SEO and social media can be powerful tools for attracting visitors, relying on these platforms alone comes with significant risks. With recent Google updates prioritizing zero-click searches and social media algorithms constantly shifting, it’s becoming harder for businesses to reach their audience organically. The reality is: you don’t own your SEO traffic or your social media followers—Google and social platforms do. But there is one thing you do own: your email list.
In this guide, we’ll explore why email marketing is a must-have for your iGaming business, how to build an effective email list, and the challenges that come with it.
Is Email Marketing Still Working in 2024?
In a world dominated by social media, you might wonder if email marketing is still relevant in 2024. The answer is a resounding yes—email marketing remains one of the most effective channels for building direct, lasting relationships with your audience. It’s particularly valuable for casinos and their affiliates in the iGaming industry, where customer trust and engagement are key.
According to a recent Constant Contact report, email marketing consistently shows higher engagement and conversion rates compared to social media.
The statistics are compelling: Email delivers an average ROI of $36 for every $1 spent, making it one of the highest ROI channels available.
Here are some key stats about email marketing:
- Email marketing remains a powerful tool, with 53% of businesses in the US, UK, Canada, and Australia using it as their primary strategy to acquire and retain customers according to one study.
- Email users worldwide reached 4.48 billion in 2024, with projections indicating an increase of 500 million users by 2027.
- Statista reports that 361.1 billion emails were sent daily in 2024, with this figure expected to grow to 408.2 billionby 2027.
- 88% of people check their email daily, with many users in countries like the US, Germany, and Ireland checking multiple times a day.
- Forbes highlights that 61% of email recipients spend over 8 seconds reading emails, suggesting higher engagement compared to social media.
- 78% of people check their emails before starting their workday, with 11% doing so immediately upon waking up.
- With 97% of Americans owning smartphones, optimizing emails for mobile has become crucial.
- Statista found that Tuesday is the best day to send marketing emails, with mornings and weekends showing higher open rates.
- The average click-through rate is around 2.03%, while the bounce rate stands at 10.31%, highlighting areas for improvement in deliverability.
- Email marketing boasts a high ROI, with returns averaging $36 for every dollar spent according to Statista. In sectors like retail and ecommerce, this ROI can reach up to $45.
- The US saw nearly 1 million phishing sites in early 2024, while 8 billion spam emails are sent daily.
Why Email Lists are Crucial in the iGaming Industry
An email list is a direct line to your audience, allowing you to connect, engage, and convert without the gatekeepers of search engines or social platforms.
1. You Own Your Email List
Unlike your site’s traffic that’s controlled by Google’s ever-changing algorithms or your social media followers who can disappear overnight if your account gets suspended, your email list is an asset that you fully control.
Building and nurturing an email list means that no matter what happens with external platforms, you have a way to directly reach your audience.
2. Combatting the Rise of Zero-Click Searches
With Google increasingly providing answers directly on its search pages, fewer people are clicking through to websites. This trend of zero-click searches is a challenge for iGaming sites that rely on organic traffic to bring in new users.
By focusing on growing an email list, you create a direct channel to engage with your audience, bypassing search engines entirely.
3. Higher Engagement and Conversion Rates
Email remains one of the most effective marketing channels, with higher conversion rates than social media or search ads. When people subscribe to your email list, it’s because they are genuinely interested in your content or offers.
This results in more engaged readers who are more likely to convert into paying customers.
How to Build an Email List for Your iGaming Business
To grow your email list, you need to give your audience a reason to subscribe. Here are some tips:
1. Create High-Quality Lead Magnets
A lead magnet is a valuable piece of content that you offer in exchange for a visitor’s email address. For an iGaming site, this could include:
- Exclusive guides on how to win at online casinos or improve betting strategies.
- Access to premium content, such as industry reports or insider tips.
- Bonus offers, free spins, or access to special promotions.
The key is to ensure that your lead magnets are highly relevant to your audience’s interests, providing genuine value that they can’t easily find elsewhere.
2. Optimize Your Website for Conversions
Having a strong lead magnet is only part of the equation. You also need to optimize your website to encourage visitors to sign up. Consider using:
- Pop-up forms that appear when users are about to leave your site.
- Embedded forms on blog posts, especially those that receive a lot of traffic.
- A dedicated landing page that focuses solely on converting visitors into email subscribers.
Pro Tip: Use A/B testing to see which forms and placements work best for your audience. The iGaming market is competitive, so optimizing your sign-up process can give you an edge.
3. Leverage Social Media to Drive Sign-Ups
Even though you don’t own your social media followers, these platforms can still be a valuable tool for driving traffic to your email list. Promote your lead magnets on platforms like Twitter, Facebook, and Instagram, encouraging your followers to subscribe for exclusive content.
4. Offer Incentives for Sign-Ups
In the iGaming space, users are often motivated by bonuses and promotions. Offering exclusive bonuses, free bets, or VIP access to your email subscribers can be a powerful incentive to get people to join your list. This not only helps you grow your list but also rewards your loyal audience, keeping them engaged.
5. Host Webinars or Live Events
Hosting webinars, live streams, or Q&A sessions is a great way to attract new subscribers. Promote these events across your channels and require registration via email to participate.
This can be particularly effective if you’re targeting high-value players interested in learning advanced betting strategies or getting insider knowledge about upcoming games.
Challenges with Email Marketing in the iGaming Sector
While email marketing offers many benefits, it’s not without its challenges—especially in a heavily regulated industry like iGaming.
1. Navigating GDPR and Data Privacy Regulations
Email marketing in the European market, particularly in Sweden, comes with strict data privacy regulations. The General Data Protection Regulation (GDPR) requires businesses to obtain explicit consent from users before adding them to a mailing list. Failure to comply can result in hefty fines.
How to Address This:
- Always use double opt-in forms, ensuring that subscribers confirm their email address.
- Be transparent about how you will use their data and provide an easy way for users to unsubscribe.
2. Deliverability Issues
Even if you’ve built a large email list, ensuring that your emails actually reach the inbox can be a challenge. Spam filters are getting more sophisticated, and using certain trigger words (like “free” or “bonus”) common in the iGaming industry can land your emails in the spam folder.
How to Improve Deliverability:
- Use a reputable email marketing service with strong deliverability rates.
- Regularly clean your email list to remove inactive subscribers.
- Personalize your emails to increase engagement and reduce the likelihood of being marked as spam.
3. Creating Consistent, High-Quality Content
Sending out regular emails is essential to keep your audience engaged, but maintaining a consistent flow of high-quality content can be time-consuming. It’s crucial to balance promotional content with value-driven emails that your subscribers will look forward to.
Content Ideas:
- Industry news, tips, and updates relevant to your audience.
- Insights into upcoming game releases, promotions, or events.
- Case studies or success stories of users who have won big using your site.
Measuring Success: Key Metrics to Track
To ensure your email marketing efforts are paying off, it’s essential to track the right metrics. Some key metrics to monitor include:
- Open Rates: Indicates how engaging your subject lines are.
- Click-Through Rates (CTR): Measures the effectiveness of your content and calls-to-action.
- Conversion Rates: Tracks how many subscribers take the desired action, such as signing up for a promotion or depositing funds.
- Unsubscribe Rates: A high rate could indicate that your content isn’t resonating with your audience.
Conclusion: Building a Resilient Marketing Strategy for Your iGaming Business
In an era where Google’s zero-click searches and social media algorithms can drastically change your reach overnight, building an email list is one of the most reliable strategies for maintaining control over your audience. By focusing on collecting and nurturing your email subscribers, you can build a sustainable source of traffic that isn’t dependent on third-party platforms.
While email marketing does come with its challenges, especially in the regulated iGaming sector, the benefits far outweigh the drawbacks. By investing in a solid email marketing strategy, your iGaming business can thrive in an increasingly competitive market.
So, start building your email list today—because in the world of iGaming, owning your audience is the ultimate game-changer.
