One of the broader issues facing casinos these days is whether or not to send direct mail. On the one hand, the costs of actually sending the direct mail seem exorbitantly high when considering that you can send an e-mail virtually free. On the other hand, there’s nothing quite like having a physical brochure of information or having physical coupons to take into a store. Whether or not your casino should do a direct mail depends on a couple of key factors.

Firstly, direct mail is valuable if you have coupons. While you can send promotional coupons in e-mail, users will often be required to go the extra step of printing out those coupons and taking them to the casino with them. This is generally a bad idea as people are naturally not inclined to take the effort to print out the coupon, take it to the casino, and use it. But if they just happen to go to their mailbox and pick up a mailing with a coupon for a free buffet, they may be more inclined to feel like they have to use it. Remember, people are much more likely to discard and forget about e-mail than they are physical mail. This is especially true when it comes to free stuff.

Secondly, direct mail is good as an alternate way to keep your brand and image fresh in people’s minds. While computers are good it’s all too easy to just hit the “delete” key and never think about an email message. On the other hand, a piece of mail has no “subject line”. As soon as the prospective gambler goes to the mailbox, they will see your colorful logo and be reminded of the fun times that they had at your casino. This may prompt them to read about the special offers that you have for them when they otherwise would have just discarded an e-mail message. While it may seem like a trivial difference, these types of psychological edges can often mean the difference between a thriving business and one that struggles and needs to constantly have help getting customers.

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