Property Type: Single casino destination casino with 1000 machines. Metro size – 1.5M TV households.
Challenge: To enhance the casino’s current direct marketing efforts by encouraging the casino’s marketing department to populate its player database with e-mail addresses and engage email communication as a secondary tool in its direct marketing strategy.
List Growth: As a first step, Red Circle’s approach called for a far-reaching promotion to expand the collection of email addresses from players club members with the intention of populating the casino’s email database. With just 7,000 addresses at the time of the program’s inception, Red Circle grew the casino’s email database by three times to over 21,000 addresses in just a year’s time.
New Member Enhancement: The objective of this effort was to raise awareness for the property by effectively targeting new players club members via direct email messaging and to do this through timely communication.
The new member email program supported traditional direct mail strategies by keeping the casino top of mind for new club members and reminding them of their recent visit. The reminder enhanced the traditional new member program and enticed the players to make second and third visits while welcoming them to the players club, the property and its benefits.
The new member email program was designed as the first piece of a powerful one-two punch focusing on the immediacy and interactive advantages of this digital medium. The program worked in tandem with the traditional direct mail version of the new member welcome and, ultimately, enhanced its overall effectiveness, growing the properties vital second and third trips.
Before Red Circle: This casino retained email addresses for only 11% of its players club database without actually engaging in contact with them. With no direct email program in place, the property missed out on a huge interaction opportunity with some of its most loyal guests.
Red Circle Result: The casino’s email list grew to over 30% of its players club database and the property began communicating immediately with its new players club members, establishing immediately product value and loyalty, while dramatically growing additional visits and spend.
