Are your casino players getting your direct mail?
You might find that not all of your good players are getting your casino direct mail offers.
If you have great players you might automatically assume that your casino is mailing direct mail offers to them. However, there are some really common reasons why your offers might not be arriving in your customers mail box. Let me spell out for you at least common reasons why they are not.
NO PREFERRED NAME
In some player management systems you are able to maintain several “names” of the player. This includes Primary Name, Preferred name, Nick names, Alias etc. When this feature is available you must also select the ‘Preferred name’ in your direct mail queries or the person will not be included in your mailing lists.
In IGT Patron Management for example, try this query:
SELECT PN.playerid,DateEnrolled,max(cast(ispreferredname as int)) as TopPref
FROM PlayerManagement.dbo.PlayerName PN
JOIN PlayerManagement.dbo.player c on PN.playerid = c.playerid and c.Status = ‘A’ –Actives
GROUP BY PN.playerid,DateEnrolled
HAVING max(cast(ispreferredname as int)) = ‘0’
How many records do you get?
These players are not getting direct mail of any kind from your property.
Go into each players account and update the player record so they have a preferred name.
We have queries for our clients to fix these records and eliminate the problem.
BAD ADDRESSES (No Zip+4)
Usually 5-10% of your player management system if full of addresses that the US Postal Service says don’t exist or they cannot deliver to. You query these records and send them to your direct mail printing partner thinking they are going to get delivered.
They are not getting your mail.
You need to have this list of bad addresses provided back to you. There are many ways to clean these records. Many address errors will be very obvious when you look at them directly. Typos, numbers, spacing and extra typing in the address fields are usually half the problem.
NATIONAL CHANGE OF ADDRESS
When you mail presorted standard (3rd class) up to 17% of your mailing list may be going directly to a trash can.
Its OK to have your print and mail partner update your mailing list before it goes out, but it is NOT OK to leave the old address in your player system.
These days there are also many ways to update your entire player system with cleaned addresses instead of keeping dirty data and having your print and mail partner cleaning it each time. If you are not handling this low hanging fruit than you are wasting your time building new promotions that your players may not receive.
We can clean your entire database and usually import them back into your player system for you or assist you in the process.
We’re here to help!