When deciding between Email and SMS for your CRM strategy, the choice depends on your goals. Here’s the short version:
- Email is cost-effective and great for detailed, long-term engagement. It’s ideal for onboarding, newsletters, and reactivating dormant players. Open rates range from 20-30%, with click-through rates (CTR) around 4%.
- SMS is fast and action-driven, perfect for time-sensitive updates like live betting alerts or deposit reminders. With a 98% open rate and CTR of up to 36%, it excels in driving immediate action.
Key Takeaways:
- SMS delivers faster responses (most opened within 3 minutes) but costs more per message.
- Email is cheaper ($1 per 10,000 messages vs. $1 per 20-100 SMS) but has lower engagement.
- ROI: SMS averages $71 per $1 spent, while email delivers $42 per $1 spent.
- SMS works best for live events and quick actions, while email supports detailed content and long-term loyalty.
Quick Comparison:
| Metric | SMS | |
|---|---|---|
| Open Rate | 20-30% (up to 42% in iGaming) | 98% |
| Click-Through Rate | ~4% | 19-36% |
| Response Rate | 5-15% | 45% |
| Conversion Rate | 3-15% | 21-30% |
| Cost | $1 per 10,000 messages | $1 per 20-100 messages |
| ROI | $42 per $1 spent | $71 per $1 spent |
Both channels shine when used together: SMS drives immediate engagement, while email builds relationships over time. Tailor your strategy based on your audience, budget, and campaign goals.
Performance Metrics: Email vs SMS
Understanding performance metrics is key to refining your CRM strategy in the iGaming world. When comparing the two, SMS consistently outshines email across nearly all major metrics. These differences are so pronounced that they redefine how each channel should be utilized in your overall strategy.
Open and Read Rates
SMS boasts an impressive 98% read rate, ensuring nearly every message is seen – and seen quickly. Compare that to email, which typically achieves a 20-30% open rate. Even in high-engagement scenarios, email might reach 39-42%, but it still falls short of SMS.
Speed is another major factor. Most SMS messages are opened within 3 minutes of delivery, making it the go-to option for time-sensitive updates. This immediacy is a game-changer for iGaming, where factors like in-play betting, odds shifts, and cash-out opportunities require quick player responses. On the other hand, email’s slower check frequency can mean missing out on these critical moments.
In iGaming, where timing is everything, SMS’s unmatched visibility ensures players act promptly – keeping them engaged right when it matters most.
Response and Conversion Rates
When it comes to response rates, SMS delivers a staggering 45% compared to email’s 5-15%. If immediate action is your goal, SMS is the clear winner.
The click-through rate (CTR) difference is just as striking: SMS averages a 36% CTR, while email lags behind at about 4%. This makes SMS the ideal tool for driving essential actions like first-time deposits, re-deposits, bonus activations, and completing wagering requirements.
Conversion rates paint a similar picture. SMS campaigns achieve conversion rates between 21-30%, with some industries even reaching up to 40%, while email averages around 3%, occasionally climbing to 15-22% for well-targeted campaigns.
For first-time deposits specifically, SMS’s prompt response rates mean new players are far more likely to complete their deposits within hours rather than days. This speed directly boosts acquisition metrics and player lifetime value, making SMS an indispensable tool for iGaming operators.
ROI and Revenue Impact
While SMS messages may cost more upfront, the return on investment heavily favors SMS for time-sensitive campaigns. On average, SMS delivers $71 ROI per $1 spent, compared to email’s $42 per $1 spent. That’s a 4.5-6x return for SMS versus a 3.1x return for email.
Here’s the breakdown: Email costs roughly $1 per 10,000 messages sent, while SMS costs range from $1 per 20-100 messages. Although SMS is pricier on a per-message basis, its superior conversion rates and quick response times often make it the more cost-effective choice for driving player value.
To measure revenue impact, consider running holdout tests. Segment a control group of players who don’t receive specific campaigns and compare their lifetime value, deposit activity, and wagering behavior against those who do. This approach helps pinpoint the exact revenue lift generated by SMS versus email campaigns.
| Metric | SMS | |
|---|---|---|
| Open/Read Rate | 20-30% (39-42% iGaming) | 98% |
| Click-Through Rate | 4% | 36% |
| Response Rate | 5-15% | 45% |
| Conversion Rate | 3% (15-22% range) | 21-30% |
| ROI | $42 per $1 spent | $71 per $1 spent |
| Cost | $1 per 10,000 messages | $1 per 20-100 messages |
These metrics explain why platforms like InTarget prioritize integrated tracking for both SMS and email. This kind of tracking validates these performance differences, underscoring SMS’s value for high-impact, urgent campaigns. When SMS’s higher costs need to be justified, such measurable outcomes become crucial.
Keep in mind that these figures serve as benchmarks rather than guarantees. Actual results will depend on your audience, campaign quality, and how well you’ve segmented your players. Still, the consistent trend across operators highlights SMS as the more effective channel for time-sensitive, action-driven communications in iGaming.
Best Use Cases for Each Channel
The key to a successful campaign lies in using SMS and email where they shine the most, aligning their strengths with player behavior.
Player Acquisition and Onboarding
SMS is perfect for quick, time-sensitive tasks. Its instant delivery makes it the go-to for account verification codes, two-factor authentication, and rapid account setup. A simple "Your account is ready" message with a direct link can prompt immediate action.
Email, on the other hand, is better suited for detailed onboarding. You can use it to send multi-step welcome sequences, game tutorials, responsible gambling guidelines, and bonus details. Its ability to include rich visuals, in-depth explanations, and multiple calls-to-action makes it ideal for these purposes.
By combining the two, you can maximize impact. For example, start with an SMS to deliver a verification code and a quick welcome message. Follow up with an email series over the next few days to guide players through platform navigation, introduce popular games, and explain loyalty programs or VIP benefits.
The timing difference is critical. SMS drives immediate action, with conversion rates for first-time deposits often hitting 21% to 30%. Meanwhile, email nurtures longer-term engagement, with conversion rates ranging from 3% to 15%. Together, they create a balance of urgency and depth, setting the stage for more dynamic, real-time interactions.
Live Events and Real-Time Updates
Once players are onboarded, timely communication becomes essential – especially during live events. For in-play betting, SMS is the clear winner. Messages about odds changes, match starts, or injury updates can grab attention instantly, encouraging quick decisions during narrow betting windows. For example, an SMS about a sudden odds boost can prompt immediate action.
Email, however, comes into play after the event. It’s great for sharing detailed post-event recaps, stats, and insights that keep players informed and engaged.
Live casino promotions also benefit from SMS’s speed. Whether it’s a flash bonus lasting a few hours, a tournament nearing its close, or a jackpot alert, SMS ensures players get the message in time to act.
Inactive Player Reactivation
When it comes to reactivating dormant players, SMS offers a straightforward, action-oriented nudge. A quick message about a limited-time bonus can be enough to spark immediate interest.
Email provides the space to dive deeper. It allows operators to showcase new features, highlight popular games, or outline escalating offers in detail. Personalized comeback promotions often perform better in this format, as there’s room to craft a more compelling narrative.
Platforms like InTarget make it easy to coordinate both channels. For instance, if a player engages with an SMS, an email follow-up can be triggered automatically – or vice versa. This multi-channel approach ensures no opportunity is missed.
Targeting and Message Timing
Fine-tuning audience segmentation and hitting the right timing can turn conversion rates from 3% into a whopping 30%.
Player Segmentation and Personalization
Email and SMS each bring their own strengths to the table when it comes to personalization. Email thrives on detailed, behavior-driven insights, making it perfect for showcasing tailored offers, celebrating recent wins, or suggesting games based on deposit history. On the other hand, SMS shines with its snappy, action-oriented messages aimed at specific, focused segments.
For example, high-value sports bettors who frequently place live bets are an ideal audience for real-time odds alerts via SMS. Meanwhile, slot players who regularly deposit can be targeted with short bonus codes during their peak playing hours.
Platforms like InTarget simplify this process by analyzing deposit histories, game preferences, and activity levels automatically. Want to find players who haven’t deposited in the last 10 days? Just ask the platform in plain English, and you’ll get actionable segments instantly.
The depth of personalization is where email and SMS differ most. Email allows for advanced targeting, letting you reference a player’s last game, highlight recent wins, or suggest new games based on their habits. SMS, while less detailed, still packs a punch with direct personalization – like using a player’s first name, mentioning their favorite team, or including a custom promo code.
And the results? Personalized messages outperform generic ones by a mile. SMS campaigns that reference recent activity or player preferences can see conversion rates hitting 21-30%. Similarly, personalized email subject lines boost open rates by 26% compared to generic ones.
This careful segmentation is crucial for nailing the right timing strategies.
Timing and Response Windows
Timing is everything when it comes to campaign success. SMS messages typically get a response within 3 minutes, making them ideal for live updates. Whether it’s a flash bonus or a live betting opportunity, SMS works best when players are prompted to act immediately.
Email engagement, however, happens over a longer period. Players might notice your email, mentally bookmark it, and come back to it later when they have more time. This makes email perfect for promotions, tutorials, or loyalty program updates that don’t require instant action.
To maximize these timing windows, testing send times is essential. For SMS, aim for peak activity times like lunch breaks, commutes, or just before events. For instance, a sportsbook in the U.S. saw a 30% increase in in-play bets by sending SMS odds boosts during NFL games instead of beforehand.
Email timing should align with leisure hours. Evenings and weekends tend to see higher engagement as players have more time to dive into detailed content. With over half of iGaming emails opened on mobile devices, consider when players are likely to be casually scrolling through their phones.
The difference in response rates is stark: SMS campaigns see a 45% response rate within minutes, while email responses trickle in over hours or even days. But that slower pace allows for deeper engagement with your content.
Event-Based Campaign Triggers
Real-time triggers are game-changers for both channels, though they serve different purposes. SMS is perfect for live events – like odds changes or game starts – where immediate action is key. For example, sending an SMS alert when a player’s favorite basketball team tips off, paired with a special odds boost, creates a moment players can’t ignore. The same message sent via email might arrive too late to be effective.
Email, however, excels at lifecycle events. Think welcome sequences for new players, reactivation campaigns for inactive ones, or post-event summaries. These don’t rely on split-second timing but benefit from email’s ability to provide detailed information and multiple calls-to-action.
The effectiveness of these triggers also depends on the player segment. Frequent players might love getting SMS alerts for every relevant event, while casual players could find that overwhelming. Email offers a more digestible option, bundling multiple opportunities into a single, well-designed message.
Modern CRM platforms make it easy to coordinate these efforts seamlessly. For instance, you can set up workflows where an SMS prompts immediate action, and an email follow-up provides additional context or offers for those who didn’t engage the first time.
Timing precision is critical for SMS triggers. A message about a live casino tournament, for example, needs to hit when players can actually join. Email triggers, on the other hand, give you more flexibility – letting you optimize for when players are most likely to sit down and engage with your offer.
Legal Compliance and Delivery Issues
Sending messages is just the start – ensuring legal compliance is what keeps campaigns running smoothly. While email and SMS each bring unique advantages, they also come with their own legal challenges, especially in the iGaming industry. Falling short on compliance can lead to serious consequences, including hefty fines and damaged reputations.
Consent and Regulatory Requirements
For email campaigns, compliance means following the CAN-SPAM Act. This includes providing clear sender information, honest subject lines, and easy-to-find opt-out options. SMS marketing, on the other hand, is governed by stricter rules under the TCPA and CTIA. For SMS, explicit written consent is mandatory – no pre-checked boxes or implied agreements are allowed. Players must actively agree to receive messages.
Age verification is another critical requirement. In most U.S. states, iGaming operators must confirm that players are at least 21 years old before adding them to any marketing list. This rule applies to both email and SMS, but SMS breaches often face tougher scrutiny. Every SMS must include opt-out instructions (e.g., reply "STOP"), and emails must feature a visible unsubscribe link. Ignoring opt-out requests not only risks legal action but also harms relationships with carriers and internet service providers (ISPs).
These consent measures aren’t just about staying legal – they directly affect how well your messages are delivered.
Message Delivery Challenges
Even when campaigns comply with the rules, delivering messages effectively can be an uphill battle. Emails are often flagged by spam filters, especially when they contain gambling-related keywords or lack proper technical configurations like SPF, DKIM, or DMARC. These issues can hurt your sender reputation, making it harder to reach players.
SMS campaigns generally boast higher delivery rates – around 98% – but they’re not without obstacles. Carriers enforce strict content guidelines and may block messages with prohibited keywords or links. Messages can also fail to deliver if phone numbers are invalid or if you exceed frequency limits. Unlike emails that might land in a spam folder, blocked SMS messages vanish entirely, cutting off your ability to connect with players through that channel.
These delivery issues are compounded by the high stakes of non-compliance.
Compliance Penalties and Risks
The financial risks of non-compliance are steep. Violating the CAN-SPAM Act can cost up to $46,517 per email, while TCPA violations for SMS range from $500 to $1,500 per unauthorized message. In 2023, several U.S. sportsbooks faced fines totaling over $1 million for sending promotional SMS messages without proper opt-in consent. One operator’s failure to authenticate emails led to a 60% drop in deliverability, which immediately impacted deposit rates. It took six months to rebuild their sender reputation.
The consequences go beyond fines. Compliance failures can damage relationships with major email providers and SMS carriers. Being blacklisted can cut off access to entire communication channels, with recovery taking months – or even longer.
Adding to the complexity, regulations are constantly changing. Some states now require responsible gaming messages in all communications, while others demand additional age verification steps. Staying compliant means keeping up with these evolving rules and adjusting processes as needed.
| Compliance Risk | Email Impact | SMS Impact |
|---|---|---|
| Regulatory Penalties | Up to $46,517 per violation | $500–$1,500 per unauthorized message |
| Delivery Consequences | Spam folder placement, IP blacklisting | Complete message blocking |
| Recovery Time | Reputation repair may take several months | Recovery time varies, potentially months or longer |
| Revenue Impact | 60%+ drop in campaign effectiveness | Total loss of SMS channel access |
To navigate these challenges, iGaming operators often rely on automated CRM platforms with built-in compliance tools. These systems help manage consent, monitor delivery, and reduce the risk of penalties, keeping marketing efforts effective while staying on the right side of the law.
CRM Platform and Technology Needs
To make the most of SMS and email marketing in the competitive iGaming industry, having the right CRM platform is non-negotiable. Success in these channels depends on a CRM that can seamlessly manage both while handling complex player data and strict compliance requirements. The difference between basic tools and specialized iGaming CRMs becomes obvious when you consider the demands of real-time player interactions, regulatory standards, and revenue-focused strategies.
Platform Integration and Setup
A CRM’s ability to integrate with existing systems is at the heart of effective multi-channel marketing. Purpose-built iGaming CRMs like InTarget come equipped with pre-built connectors for casino systems, payment gateways, and player databases, ensuring a quick and smooth launch.
InTarget consolidates all player data – transaction histories, game activity, login patterns, and behavioral triggers – into a single, unified view. This allows for highly targeted campaigns across both email and SMS. For instance, if a player’s balance drops below a set threshold, the system can instantly send an SMS with a deposit bonus, followed by an email outlining the offer in more detail. With over 50,000 campaigns under its belt, InTarget has proven its ability to manage high-volume, automated messaging with ease.
Even non-technical users can take advantage of the platform’s intuitive drag-and-drop tools and guided wizards. Marketing teams can set up automated triggers for iGaming-specific events – like spin counts, win amounts, or withdrawal requests – without needing technical expertise.
Real-time data syncing ensures campaigns stay responsive to player actions. For example, when a player makes their first deposit, an email welcome sequence and SMS confirmation can be triggered instantly. This kind of seamless integration ensures a cohesive experience across all channels, setting the stage for well-coordinated multi-channel campaigns.
Multi-Channel Campaign Management
Managing campaigns effectively means knowing when and how to use each channel. Leading iGaming operators don’t treat email and SMS as separate entities but as parts of a unified player journey.
Automated workflows allow for timely follow-ups and reminders. For example, if a player doesn’t engage within a few hours, an SMS with a time-sensitive offer can be sent to re-engage them before an event starts.
InTarget’s trigger-based marketing ensures messages are sent at the most relevant times. If a player is experiencing a losing streak, the system might send a supportive SMS, followed by an email with responsible gaming resources and a modest reload bonus. This level of personalization has been linked to a 28% increase in player lifetime value.
The platform also uses automated segmentation to refine campaigns based on real-time behavior. High-value players might receive SMS alerts about VIP tournaments, while casual players are targeted with email promotions tailored to their preferences. These segments update automatically, ensuring messages remain relevant as player behaviors shift.
To avoid overwhelming players, the system manages frequency across channels. For instance, if a player receives an SMS promotion, related email campaigns can be delayed to prevent message fatigue. This careful coordination helps maintain engagement and reduces the risk of players tuning out.
Performance Tracking and Reporting
Strong campaign management requires equally strong tracking tools. Measuring the success of email and SMS campaigns goes beyond basic metrics like open rates. iGaming operators need insights into deposit conversions, bet timing, and reactivation rates – metrics that demand specialized tracking capabilities.
InTarget simplifies this with unified dashboards that display performance metrics for both channels side by side. Teams can quickly see which segments respond better to SMS or email, identify the best times to send messages, and track revenue generated by each channel. This eliminates the need to juggle multiple analytics tools or manually compile data.
The platform also features an AI assistant that provides real-time insights in plain English. For example, you can ask, “Which players haven’t deposited in the last 10 days?” or “How did last week’s cashback campaign perform?” and get instant, actionable answers. This makes data analysis accessible to everyone, not just specialists.
Advanced features like cohort analysis, A/B testing, and predictive analytics further enhance campaign performance. The system also tracks deliverability, helping operators maintain strong sender reputations. Alerts notify teams of delivery issues, suggest content tweaks to bypass spam filters, and offer fallback options when primary channels face restrictions. This attention to detail contributes to a 97% customer satisfaction rate among InTarget users.
| Platform Capability | Email Management | SMS Management | Combined Benefit |
|---|---|---|---|
| Real-time Integration | Player data sync, behavioral triggers | Instant messaging, live event responses | Unified player journey orchestration |
| Automation Features | Drip campaigns, lifecycle sequences | Time-sensitive alerts, instant confirmations | Cross-channel workflow coordination |
| Analytics & Reporting | Open rates, click tracking, revenue attribution | Delivery rates, response timing, conversion metrics | Centralized performance optimization |
| Compliance Tools | CAN-SPAM compliance, unsubscribe management | TCPA adherence, opt-in tracking | Comprehensive regulatory protection |
The CRM platform you choose plays a critical role in executing effective email and SMS strategies. Systems like InTarget, designed specifically for iGaming, address the industry’s unique challenges – like compliance demands and real-time engagement – and provide the tools needed to succeed in this competitive space.
Conclusion: Selecting Email vs SMS for iGaming CRM
Deciding between email and SMS isn’t about choosing one over the other – it’s about knowing when to use each for the best results. SMS grabs attention fast with its 98% open rate and almost instant response times, while email excels at creating deeper connections through detailed and budget-friendly communication.
For campaigns that need immediate action, SMS is unbeatable. With most responses happening within 3 minutes, it’s ideal for live betting updates, deposit reminders during active sessions, or real-time alerts for changing odds. Whether a player’s balance is running low or a major sporting event is about to kick off, SMS prompts quick actions that turn engagement into deposits.
On the other hand, email lays the groundwork for building long-term relationships. Its ability to handle extensive content makes it perfect for welcome sequences, bonus details, and educational material for new players. While emails may have lower open rates, their affordability allows you to stay in touch with your entire audience regularly and at scale.
The best results often come from combining both channels. For instance, players who engage with at least one SMS from a brand see 4.5–5× ROI, compared to email’s 3.1×. However, email’s ability to handle high volumes often leads to greater overall revenue, even if its per-message performance is lower.
Budget allocation should align with your business model. Sports betting operators, where timing is critical, might dedicate 40–50% of their messaging budget to SMS, leveraging its 36% click-through rate for time-sensitive offers. Casino operators, with slower-paced games, may find better results by focusing 70–80% of their budget on email for content-driven promotions and loyalty programs.
Demographics play a big role too. Younger audiences (21–35) are more engaged with SMS and can handle higher message frequency, while older players often prefer the detailed information email provides. Geography also matters – SMS tends to be more cost-effective in regions with high mobile usage but lower email engagement.
Regulations are another important factor. SMS is subject to stricter rules under TCPA and CTIA, with hefty penalties for non-compliance, whereas email compliance under CAN-SPAM and GDPR is more flexible. This makes email a safer choice for broad acquisition campaigns where regulatory risks might outweigh potential gains.
Testing and fine-tuning are essential for success. Start by measuring baseline performance for both single-channel and multi-channel strategies. For SMS, test frequency by gradually increasing from 1–2 messages per week, and scale back if opt-outs exceed 2–3%. A common winning approach is using email for initial education, followed by SMS activation within 24–48 hours.
Finally, your choice of CRM platform can make or break your strategy. Purpose-built iGaming platforms like InTarget offer unified player profiles and event-based triggers, enabling seamless coordination between email and SMS. For example, you can send an SMS deposit reminder triggered by a low balance and follow it up with a detailed email promotion. These specialized workflows are tailored for the gambling industry, something general marketing tools often lack.
FAQs
What’s the best way to balance email and SMS in my iGaming CRM strategy?
Finding the right mix of email and SMS in your iGaming CRM strategy hinges on knowing your audience, understanding your campaign objectives, and tailoring the message type to fit the medium. Email works best for sharing detailed content, like promotions, newsletters, or personalized offers. On the other hand, SMS is perfect for urgent, high-priority updates – think deposit reminders or limited-time bonuses.
To fine-tune your approach, keep a close eye on performance metrics like open rates, click-through rates, and conversion rates for both channels. Tools like InTarget, designed specifically for small and mid-sized iGaming operators, make this process easier. With its features, you can monitor results, experiment with different strategies, and adjust your campaigns to engage players more effectively through both email and SMS.
What compliance rules should iGaming marketers know when using SMS, and how do they compare to email regulations?
When using SMS for iGaming marketing, staying compliant is essential to avoid legal trouble and maintain customer confidence. In the U.S., SMS campaigns must follow the Telephone Consumer Protection Act (TCPA). This law requires businesses to obtain explicit opt-in consent from recipients before sending any promotional messages. Additionally, every SMS must include a clear way for users to opt out, often by replying with "STOP."
Email marketing operates under the CAN-SPAM Act, which also requires consent but is slightly more relaxed. For example, implied consent is sometimes acceptable, such as when customers provide their email during account registration. Similar to SMS, email campaigns must offer an easy, visible way for recipients to unsubscribe.
The primary distinction between the two lies in consent requirements. SMS demands explicit, documented user agreement, while email allows for more flexibility in certain scenarios. To simplify compliance, platforms like InTarget can assist iGaming operators in managing opt-ins and ensuring campaigns adhere to legal guidelines.
How can I effectively segment and personalize email and SMS campaigns to boost engagement and conversions in iGaming?
To boost engagement and drive conversions in the iGaming world, it’s all about segmentation and personalization that align with player behavior and preferences. Start by categorizing players based on factors like how often they play, their favorite games, deposit habits, or even their location. This way, your messages will feel more relevant and appealing.
For email campaigns, leverage dynamic content to make each message feel personal. Include details like the player’s favorite game or tailor bonuses to match their recent activity. When it comes to SMS campaigns, focus on keeping messages short yet impactful. Highlight exclusive deals or time-sensitive offers that grab attention quickly.
A platform like InTarget can make this process easier by offering tools to create precise player segments and automate personalized campaigns. This not only simplifies your efforts but also helps you connect with players more effectively and achieve better outcomes.