Lotteries group wants to personalise marketing emails while growing online business
Brisbane-based gaming and lottery group, Tatts Group (ASX:TTS), will deploy a SAS multi-channel marketing campaign management system in early 2014, allowing it to send targeted emails to boost customer engagement.
Tatts Group CEO and managing director, Robbie Cooke, 50 per cent of the Australian adult population has purchased one of organisation's products in the last 12 months. However, he said the challenge is how to market effectively to its customer base, in particular, notifying them of betting opportunities in a timely manner.
“On the lotteries front, it is going to enable us to get a complete picture of our customer and their interaction when they are purchasing through a newsagency or online. We can look at the type of products they enjoy using and provide relevant communications,” Cooke said.
For example, if there is a customer that regularly plays OzLotto on Saturday and they haven’t got their entry in, Tatts Group can provide the customer with a prompt or a reminder via email.
On the wagering side, if a customer is an Australian Football League (AFL) fan and follows a particular team, the system will allow the organisation to provide odds and information about upcoming games.
Prior to this rollout, if Tatts Group wanted to send an email to a subset of its database, a staff member would have to manually construct or pull that information from the database.
“With the SAS solution, we can automate that process and send out emails to select customers in a much more timely way,” said Cooke.
While Tatts Group currently only sends marketing emails, there are plans to be “more active” with SMS messages next year.
“We’re embarking on a push into new channels and want to be more on the technological forefront than we have in the past. The online business is still relatively low, in lotteries we’re transacting 8 per cent of our business online.”
On the wagering side, Tatts Group makes 20 per cent of its sales online.
Tatts Group also plans to expand its customer relationship management (CRM) headcount in Brisbane from three to six staff by early next year.
“Once we have that capability in place, we can start being active in the way we are engaging with customers and using the CRM platform,” he said.
Tatts Group delivers lotteries, wagering and gaming products and services across Australia through a range of brands including Bytecraft, Golden Casket, Maxgaming, NSWLotteries, Talarius and TattsBet.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!
The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.
Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?
Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.
who wants to date me I am 9 years old and i am a boy
Jeremy Hawkins
Sink a sub gaming experience signals Subway's renewed brand push
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs
AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...
Alice Labs Pte. Ltd.
CMO's top 8 martech stories for the week - 6 May 2021