The online gaming industry is a highly competitive environment and the vast majority of such sites conduct their marketing via email, where deliverability can be an issue. Thus, it is critical campaigns are strategic and messages relevant to and even anticipated by the targeted audience.

So says Will Schnabel, US-based vice-president of international markets for Silverpop: “For online gaming clients to be successful, they must understand their customers’ behaviours and anticipate their needs.

“They must analyse past behaviour and transactional data and then use that information to provide tailored promotions to customers based on where they are in the lifecycle. Our deliverability team is also quite experienced in working with companies whose legitimate promotions may contain words or phrases that can be incorrectly flagged by ISPs.”

The engagement marketing provider helps gaming sites connect closely with their players and has just announced it has added several major companies to its client roster, including: 888.com, the world’s largest gaming company; CCP Games, a major international independent game developer; and Pinnacle Sports, a leading sports betting website.

Yuko Ishii, CRM lead for CCP Games, agreed with Schnabel that a suite of tools designed to help increase conversion, retention, activation and reactivation is required: “Email marketing is critical for the online gaming industry. After doing extensive research to find the best possible email marketing service provider, Silverpop’s solid technology, ease of use and superb support has exceeded our expectations ten-fold.”