In this interview with CalvinAyre.com’s Becky Liggero, Miklos Handa of MailMike explains why he believes email remains a substantial marketing channel.
When it comes to online marketing, social media remains on top of everybody’s list. Many believe that social media is the most effective way to elevate their audience and customer base.
Perhaps one of the many reasons why social media platforms like Facebook and Twitter remain popular tools for marketers was due to their ability to get higher conversion and response rates. It is easier for marketers to track and measure the progress, engagement, and success of their campaign through built-in data analytics tools.
Miklos Handa of MailMike, however, believes that e-mail marketing remains to be the best tool to reach new customers and retain existing ones. Unlike social media platforms, Handa pointed out that e-mail is a much faster, more flexible, and cost-effective way to reach your target audience.
“As opposed to Facebook or Twitter marketing, which is very limited social media marketing in the iGaming industry, e-mail is still a substantial channel and it is very important for them to get higher conversion and response rates,” Handa told CalvinAyre.com.
Handa, a 15-year gambling industry veteran, pointed out that the challenge of most e-mail marketers is to deliver the campaign straight to the inbox of their audience and not to the spam filter.
The key to successfully reaching their target audience through e-mail, according to Handa, lies not much on the content but in its technical structure. He likens the e-mail structure to a person travelling to another country wherein he has to present his passport.
“E-mail works very similar to this and we help the senders tailor the structure of the e-mail and the technical aspect of it in a way that their IDs will be authenticated. Also, we help them to keep their IDs off blacklists and to make sure they remain whitelisted and that their content is relevant to the customers that their content will not be clicked to spam,” he explained.
In deciding to establish his e-mail marketing agency, Handa said he and his business partner Sebastiaan de Voss wanted to help the iGaming industry – especially B2C operators – to get their messages into customers’ inboxes.
“I’ve been in the industry for 15 years. I realized when I was on the B2B side working with a lot of operators that this is a substantial issue and that their e-mails are not reaching their customers and they are not getting the conversion rates that they expect from their e-mail campaigns,” he said.