The site is implementing Unica’s software into its technology system, a process expected to be complete by early next year. PKR.com uses e-mail for retention purposes, specifically to encourage customers to return to the site and play more.
“Our members value our unique online community, and we want to make sure that we tap into their passion to ensure that they keep coming back,” said Simon Prodger, marketing director at PKR.COM, in a statement.
On average, PKR.com sends 10 million to 12 million e-mails to its 3 million customers every month. These messages go out in five different languages to 200 different countries, and the company sends a weekly e-mail to all of its customers.
The first phase of the Unica integration will automate this process into sending triggered messages based on a customer’s behavior, geographic location and the message.
“The objective is to send the e-mail at the time that the customer is likely to engage,” said Graeme McLaren, director of strategic marketing for EMEA at Unica. “They are seeking to drive relevance, higher response rates and efficiency by automating something that is currently manual.”
The company will also tailor e-mail content by language and culture, depending on the customer. “Gamblers in Hong Kong are not interested in the same thing that gamblers in the UK are interested in,” said McLaren.
The automation also includes sending dynamic messages that can change depending on the time a customer opens them. For example, if an e-mail is promoting an offer that has expired by the time the recipient opens it, a new message will be inserted into the e-mail.