8 out of 10 Online Casinos Fail our Email Marketing Audit

We run affiliate email marketing as one of our own projects.

I come from the gambling industry. I’ve been in the trenches. I know exactly how much effective email matters for the bottom line.

“It's the blood of an online casino,” my former boss, a C-level executive, used to say.

He was right. But most gambling email marketing is in cardiac arrest.

Affiliate email marketing might provide less raw volume than PPC or SEO, but the Player LTV (Lifetime Value) is among the highest in the industry. It’s pure gold, if you know how to mine it.

This creates specific requirements for our partners: their retention marketing must actually work.

The Marketing Check

When we vet a new partner, we perform a deep-dive audit. 5 out of 10 points on our list are strictly related to email deliverability and strategy.

Most fail. Miserably.

From an iGaming email perspective, here is why they tank:

1. The Ghost Welcome Email: No welcome email at all, or it lands in the spam folder.

2. Burn-and-Churn Strategy: The email frequency is too aggressive. They burn the player before he converts.

3. Spam issues: Every single campaign lands in spam.

4. Zero Value: They don't communicate value to new players. It’s just "Deposit Now" on repeat.

5. Toxic Copy: The language is too aggressive or loaded with spam trigger words.

The Rest

But those 2 casinos that actually pass our audit?

They perform. Every single time.

Their inbox placement is high, their click-through rates are solid, and our cooperation with them is always a success.

In this industry, traffic is a commodity. Retention is the moat.

Learn more Why Your Casino Emails Land in Spam