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What Marketers Can Learn From a Gaming Company's Email Tactics

by Damian Borichevsky  |  
December 21, 2012

Note: Though directed at gaming companies, the seven email-related guidelines outlined in this article apply just as well to just about any company's email marketing efforts.

Whether you consider the first true "video game" to be the computer-based chess simulators of the late 1940s, Pong in 1972, or any of those in between, gaming is not a new idea. And when you consider the recent explosion of console games, social games, mobile games, and hardcore games, you'll realize that gaming is not going away any time soon.

Society's fascination with gaming has led to the investment of billions of dollars into the industry, despite one major limitation: The opportunity to directly interact with the player is limited to the time they are playing the game.

Social games have an advantage in that regard; they have been able to overcome that limitation by making the games just that—social. They rely on social platforms such as Facebook and Google+ to communicate with players even when they are not actively playing.

But even social games are now turning to email as a highly effective channel to communicate with players, and developers of all game types should take notice.

With the prevalence of the smartphone, email has become a virtually "always on" channel. A well thought out integration of email into gaming can not only build a new channel for the gaming companies but also lift player retention, increase brand favorability, and create more payers out of players.

So how do you add this new element without annoying your players? After all, the average person wants more email about as much as they want unsolicited advice on life from Facebook friends.

The keys are disclosure and value. Tell your players why you want their email address and, more important, what is in it for them if they give it to you.

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Damian Borichevsky is vice-president of professional services for the technology division of PulsePoint, a global digital marketing technology company. He has spent the past six years championing the delivery of services to the company's roster of advertiser, publisher, and agency clients.

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  • by D. Manco, TexDesignStudio Tue Dec 25, 2012 via web

    I concur with the article. Points one and seven are key as they allow the email recipient to believe they are in control of the email. Highly targeted content is more likely to be opened and click-thru vs. gobbliegoop.

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