Confessions from a BetMGM CRM Marketer: Emojis in Subject Lines, Frequency, and GIFs
Colin Behan, Head of CRM – Gaming at BetMGM, is no stranger to the ever-changing landscape of email marketing. With consumers’ inboxes overflowing with promotional content, standing out has become a formidable challenge for marketers. In a recent interview, Behan shared some valuable insights into the strategies that have proven successful for BetMGM, shedding light on the use of emojis in subject lines, email frequency, and the incorporation of GIFs to enhance engagement.
Subject lines play a pivotal role in determining the fate of an email – whether it gets opened or sent straight to the trash bin. According to Behan, emojis in subject lines can be a powerful tool to capture the recipient’s attention amidst a sea of text-heavy emails. Emojis are visually appealing and can convey emotions or key messages more effectively than words alone. However, Behan cautions against overusing emojis, as this can come across as unprofessional or spammy. Striking the right balance is key to leveraging emojis successfully in subject lines.
When it comes to email frequency, Behan emphasizes the importance of finding the sweet spot between staying top-of-mind and avoiding inbox fatigue. BetMGM has adopted a data-driven approach to determine the optimal email cadence for different segments of their audience. By analyzing engagement metrics and customer feedback, Behan and his team have been able to tailor their email frequency to match the preferences of their subscribers. This personalized approach has not only improved open rates and click-through rates but has also reduced unsubscribes and spam complaints.
Incorporating GIFs into email content is another strategy that BetMGM has embraced to enhance user experience and drive engagement. GIFs can add a dynamic element to static emails, making them more visually appealing and interactive. Behan points out that GIFs are particularly effective in showcasing product features, highlighting promotions, or simply injecting a touch of fun into the email. However, he advises marketers to ensure that GIFs are optimized for quick loading times and are relevant to the content they accompany. A well-placed GIF can grab the recipient’s attention and convey information more effectively than plain text or static images.
Beyond specific tactics like emojis in subject lines, email frequency, and GIFs, Behan also emphasizes the importance of maintaining a human connection in email marketing. While technology and automation play a crucial role in scaling campaigns and delivering personalized content, Behan believes that humanizing the brand voice is equally essential. BetMGM strives to create email content that resonates with subscribers on a personal level, fostering a sense of trust and loyalty. By striking a balance between technology-driven insights and human-centric storytelling, BetMGM has been able to forge deeper connections with its audience and drive long-term customer loyalty.
In conclusion, Colin Behan’s insights offer a valuable glimpse into the world of CRM marketing at BetMGM. By harnessing the power of emojis in subject lines, optimizing email frequency, incorporating GIFs thoughtfully, and prioritizing human connection, BetMGM has been able to elevate its email marketing strategy and drive meaningful engagement with its audience. As the digital marketing landscape continues to evolve, learning from BetMGM’s successes can provide valuable lessons for marketers looking to enhance their email campaigns and deliver impactful results.
email marketing, CRM, BetMGM, emojis, GIFs, frequency, human connection