A Reason to Return

Your casino has already paid to reach customers who now rarely visit. They know the brand, have an account and have played before. Giving them a reason to return can make good use of that existing relationship.

The decision is when that reason should include a bonus. A returning customer is welcome, but paying for a return that would have happened anyway adds a cost without creating extra business.

That makes customer reactivation a different question from simply sending an offer to everyone who has stopped playing. A customer who visits around major sporting events may be following their usual pattern. Another may have left after a payment problem. Both can appear inactive, but the same incentive may do little to address what brings either of them back.

The opportunity is to match the invitation to the relationship. A relevant event or new game may give one customer a reason to revisit. Someone who experienced a service problem may need evidence that it has been resolved. A financial offer has a clearer role when there is a reason to believe the incentive will change the decision to return.

There is also a way to test that judgement. Optimove’s campaign guidance describes using randomly selected control groups to estimate what customers would have done without a campaign. For a casino, that means keeping a comparable group out of the offer and measuring its activity over the same period.

In a simplified illustration, 10% returning among customers sent an offer, compared with 6% in the control group, gives an estimated four-percentage-point increase. The commercial question is whether the additional activity covers the campaign’s costs. Counting every return as a success would give the offer credit for customers who may have come back without it.

The financial assessment needs more than a fresh deposit. Deposits fund play; they are not casino revenue. The useful result is the additional contribution after rewards, supplier fees and other relevant costs, measured over a period that captures what happens after the initial response. A busy weekend following an offer can look attractive while leaving little for the business.

Who receives the campaign matters too. An inactive account is not automatically eligible for contact or incentives. Marketing permissions, self-exclusion and safer-gambling restrictions need to remain part of the audience selection.

A focused reactivation campaign gives an operator a chance to learn where its existing relationships still have value. It can reveal which customers respond to a relevant invitation, where an incentive earns its cost and where a service improvement deserves attention before another bonus.

Tanzanite includes retention, acquisition and customer experience within its product audits. We can help you review how reactivation offers fit the wider casino experience and what your team should assess before extending them.

Talk to Tanzanite about giving the right customers a reason to return.

Sources:
Optimove: using control groups to assess campaign impact
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