Question

Topic: E-Marketing

The Effectivity Of Sending An Online Game By Mail.

Posted by Anonymous on 11/5/2009 at 8:41 AM ET 125 Points
A client would like us to send out an online game to their client database of 200.000 e-mail addresses.

At the moment I am curious to the following outcomes of this sending. Hopefully someone that already did something like this can give me some advice or answers.

1) How many people will actually play the game?
2) At the end of the game we will ask the player to send the game to three people (they can win a price by doing that) and the company will enlarge their client database due to this. With how many e-mail addresses will the mailing database expand?

Thanks in advanced!

Regards,

Andra
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  • Posted by Inbox_Interactive on 11/5/2009 at 8:46 AM Accepted
    When you say "send a game," do you mean a link to a game?

    How many people will play the game is a function of the quality of the list, the quality of the creative (the email), and the deliverability. How confident are you that this 200,000-email address list is solid?

    Is your client in the games business, or is this meant to be something fun that is not really business related?

    Fellow gamers may pass along the game, but I don't think non-gamers will respond very well.

    I don't think there's enough information here to say whether this is likely to work or not. Can you provide more details?
  • Posted by Jay Hamilton-Roth on 11/5/2009 at 10:33 AM Accepted
    Is it a game that they plan online (in their browser) or does it require special software? If it requires the user to install anything on their computer, it's likely to be a failure of a campaign unless your mailing already trust you (since it's possible that the game itself can contain some form of malware). Instead of trying to mail 200,000 people at the start, segment the list down to a list of active gamers that are likely to want to play the game and spread the word.
  • Posted on 11/5/2009 at 10:44 AM Author
    Thank you both very much for your help. It is a game in their browser. The company is a tour operator and at the moment they have a list with 200,000 addresses and it's not sure how many of these are still being used.

    The company has been in some trouble a couple of years ago. Through this online interactive game they want to show that they are back in business and that they are a reliable company.

  • Posted on 11/5/2009 at 12:50 PM Accepted
    Asuming you are sending it to the right target audience's database and you'll have a good creative, it will have more participation if you offer the prize to the highest score, not by referrals; keep the referral tool though.

  • Posted on 11/5/2009 at 4:11 PM Author
    @fgaztambide yeah you are right, we are targeting the right target audience's database. The client would like to expand their database, therefore we decided for this solution. But we will keep it in my though, to add a high score.

    What is the average conversion when I send an e-mail to 200,000 addresses and link to the advergame? How many people will actually play the game?
  • Posted by Gary Bloomer on 11/13/2009 at 3:43 PM Accepted
    Dear Andra,

    You cannot know the number of people who play the game until you send the message containing the game.

    The validity of the list will depend on when the company sending this game last sent e-mail to TOP the list, if the list's been sitting dormant for some time you might find you get a good number of bounce backs, although saying how many is a bit of a crap shoot.

    The thing that matters far more than who will play and how your list might grow or how prizes might be awarded is the relevance of the game to the people on the list. How significant will the game be to the people you're sending it to?

    If the people on the list are engaged in the list owner's product or service then you might get a good response (and anything above 1 percent can be considered successful).

    but you mentioned that the company sending the list has had problems. Again, what these problems might be and how they might impact the people on the list might not be a big deal. But if it's been some time since the people on the list heard from the sender, then you might have a problem.

    Another question to ask is what was it that drew the people to sign up to this list to begin with? Might it not be better to market to THAT need or issue, rather than sending a game that, in truth, few people on the list might be interested in playing.

    I hope this helps. Good luck to you.

    Gary Bloomer
    Wilmington, DE, USA
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