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EGR Live, 14th - 15th June 2010

Come & Visit us at Stand A72

Catch up with Karl & Kelly over a glass of champagne at the show and discuss how Media Hut can help you with your Acquisition, Conversion or Retention Direct Mail campaign.

With the World Cup fast approaching… why not do something special for your VIP’s?

See you at EGR… Stand A72!

Kelly & Karl!

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Karl Dukes will be in Australia from Monday to Friday next week. If you’re around and would like to discuss how Media Hut can help you with your DM, just send Karl an email.

IGB Down Under - 24th - 25th March

Karl will be attending on Thursday & looks forward to seeing some of you there!

We have been working in the online gaming space over 7 years. By having in-depth knowledge of all types of marketing for online operators, from acquisition to retention, from conversion to re-acquisition, we can assist you!

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$30,000, $80,000?

Since email marketing started, back in the mid-1990s, companies have embraced the misconception that email is virtually “free” as a marketing medium.

This false impression often leads to over-communication, which, in turn, triggers diminished response rates, spam complaints, and unsubscribes. Even marketers who are sensitive to email recklessness sometimes face internal pressures, such as of year revenue numbers, to send “one last blast to the entire database” with the justification that “it doesn’t cost us anything.”

So what is the true cost of an email campaign?

To understand true cost, you need to first understand your marketing database a little better. The names within it are not all equally engaged, and your actions affect this level of engagement.

Net New Names

At one end of the spectrum are the names entering your database. As a marketing team, you work hard to populate your database - attending shows and events, putting on webinars, publishing research, and investing in paid and natural search. As these efforts succeed, new names will enter your marketing database. By understanding the investment it takes to create these marketing programs, and then dividing that total cost by the number of net new names in your database, you can calculate a Cost per Net New Name. For the sake of this discussion, let’s assume that cost is $10.

Emotional Unsubscribes

At the other end of the spectrum are the people who are disengaging from your messaging. The reality is that many marketers only measure actual unsubscribes - those who clicked on the unsubscribe link - as their measure of disengagement. However, this limited measure fails to fully account for the way in which most email recipients disengage. Most recipients reflexively ignore or delete unwanted messages, rather than clicking on an unsubscribe link. At this point, they have “emotionally unsubscribed,” and are not paying attention to your messages.

To identify people who have “emotionally unsubscribed,” you need to measure whether they have engaged at all - email opens, clicks, or website visits - in the past three or four months. If not, it is likely that they have disconnected from your communications.

The Path to Disengagement

Between these two ends of the spectrum is what you, as a marketer, control. Irrelevant messaging, poorly targeted content, and thinly disguised sales pitches will quickly drive your audience away. To understand how it takes for your prospects to disengage, you must analyze your email marketing history. Look at the number of “ignored” emails between any two “non-ignored” emails. If you look at a “reasonable maximum” for this number - say the 80th percentile - you can see how long it takes a person to disengage. For example, if only 20% of your audience ever re-engages after they have ignored 20 emails in a row, your Disengagement Path is 20 emails. Let’s use this figure for our example.

Calculating a Real Cost

Now, with these two values, you have a way to calculate the true cost of an email campaign. People who disengage must be replaced with net new names, or your overall effective marketing database shrinks. So, for an email campaign that is sent to 100,000 people, of which 40,000 open it, we have 60,000 who did not engage in any way.

The cost of this campaign is found by dividing those 60,000 by the Disengagement Path of 20. This email campaign can be said to have pushed the disengagement of 3,000 people.

At $10 per name, this loss of 3,000 people has a true cost of $30,000. Not an insignificant cost for an email marketing campaign at all.

If thought about in this way, which is much more accurate than just the hard costs of the email send itself, we would all make significantly better email marketing decisions as we would be guided by a much more accurate view of the economics.

Source - B2B Marketing Online

Following the recent reversal of the court’s decision to suspend laws regulating the game - Online Bingo is now legal in Italy.

To read the full article, click here

Italy is Europe’s biggest egaming market.

Karl Dukes - Sales & Marketing Director will be in Malta from Wednesday evening through to Thursday. If you are about & would like to chat about how Media Hut can help you with your DM campaign - drop Karl an email.

Media Hut are the market leaders in direct mail. We offer a complete direct mail solution from initial data cleansing and suppression, through to print and fulfilment and on to a full global postal network.

Some of our clients include, Ladbrokes, Casino Rewards, Carmen Media, Mansion and many more…

We have been working in the online gaming space over 7 years. By having in-depth knowledge of all types of marketing for online operators, from acquisition to retention, from conversion to re-acquisition, we can assist you!

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Despite growth in the digital media sector, direct mail “remains the most effective yet unobtrusive form of direct marketing, while offering the best response rates”.

This is according to Ian Geary, who wrote on the BizCommunity website that creative direct mail is set to expand in 2010 and this would include tactics such as including marketing material alongside “traditional business documents”.

InfoTrends revealed that for 61 per cent of consumers in the US and Canada, direct mail was the preferred method of direct marketing.

Mr Geary explained that there was “huge scope” for people to use documents such as invoices, policy documents and bank statements as a carrier for such communication outside of in-house brands, adding that this had been successful in the US.

Robert Keitch, spokesperson for the Direct Marketing Association, noted on the Brand Republic site that advertising campaigns on the television were responsible for a 175 per cent increase in web activity and boosted responses to direct mail marketing by 143 per cent.

Source: The IDM

To see how Media Hut can help you with your DM campaign, give us a call on +44 (0)115 987 3777 or email sales@gamingdm.com

…Incorrectly addressed mail puts off 16% of people enough to get rid of a piece of direct mail!
Click on the link at the bottom to read the full article.

Media Hut can help you to increase the ROI of your DM campaign, and here’s how…

Address verification

By running the data against postal services ‘approved’ addresses, we are able to achieve two things:

1) Higher deliverability rates
2) Lower postal costs

By verifying addresses against the postal services in various territories, we are able not only to supply complete, verified addresses by appending missing fields, adding full postal codes etc, but also ensuring that we achieve the maximum postal discounts available for our clients.

To see how we can help you - give us a call on +44 (0)115 987 3777 or email sales@gamingdm.com

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Read the article here

Organisations can outmanoeuvre rivals with direct mail.

Due to the rise of e-communications in marketing, mailboxes are less cluttered than they used to be, meaning items of direct mail are more likely than ever to catch the attention of consumers.

Recently it was claimed that direct mail is still an effective tool for businesses and recommended that companies turn their attention to mail targeting to ensure the channel continues to provide good return on investment.

Click here to read the full article

We had a fantastic week at the ICE Exhibition and would like to thank everyone who visited our stand, and for all the wonderful feedback about our services.

It was a pleasure to meet so many of our customers and new business associates face to face. We hope you enjoyed a glass of champagne or a nice chilled beer!

Media Hut are the market leaders in direct mail. We offer a complete direct mail solution from inital data cleansing and supression, through to print and fulfilment and on to a full global postal network.

Some of our clients include, Ladbrokes, Casino Rewards, Carmen Media, Mansion and many more…

We have been working in the online gaming space over 7 years. By having in-depth knowledge of all types of marketing for online operators, from acquisition to retention, from conversion to re-acquisition, we can assist you!

If you have any questions or would like to discuss how we can help you with your direct mail - you can email sales@gamingdm.com

Join us on Facebook

Regards,

Kelly
Media Hut