Triggered mailings are mailings that go out every single day that nobody has to micro-manage. These mailings are known for better results than 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.
You can 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 each phase of technology we usually hang on too long 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 companies use the art from last month with a few changes then pull new data and send all the mailing out. Rinse, Repeat.
Sure, you analyze the 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.
“Triggers” send your ideal offers, timed perfectly, AUTOMATICALLY
Player guest Mary has been playing video poker for 3 days. She has accumulated enough points to move up to the Platinum level. The database notices this (we told it to watch for this) and triggers(1) a text to Mary’s cell phone “Hey Mary, you just made it to the platinum club. We are sending you a free Room offer as your first reward”.
The database also triggers(2) a personalized letter sent that day welcoming Mary to the platinum level with her Free Room night in it. This letter goes out by noon at the completion of her trip because the database triggered the data to merge and print directly on a waiting, automated press; hands-free. She gets this offer letter 1 or 2 days after she gets home, not a month later when ‘the batch’ goes out.
The database also triggers(3) an email to be sent in 1 week later telling Mary that she earned some freeplay for her next trip (segmented and personalized based on your reinvestment plan). If she makes her reservation this week we can upgrade her to a 2-night stay.
The final scenario the database is looking for is to see if Mary comes back in or redeems our offers. If after 6 weeks Mary has not returned for a trip the database triggers(4) an increased reinvestment mailer where she is offered a free dinner for her and a friend if she books her room this week.
Design many trigger scenarios easily
Marys’ sample story is just that, a sample.
Triggers(1-4) included :
- Text on her cell phone (if she provided it)
- Personalized Bounceback letter
- Personalized Email offer coordinated with her letter
- An increased reinvestment mailer
You could have even triggered a text to her host to visit her on the floor if possible.
You can design as many scenarios that you can think of to create an endless array of personalized and automated triggered guest experiences that run all year long instead of bulk batches of mailings done monthly. Guests don’t always think in monthly batches like we do. They are all on their own individual journeys and when we treat them that way we get our best results.