Case Study: Gala Coral Group boosts new-user deposits and activation with RedEye's segmented email welcome programme

Gala Coral dramatically increases active users to 90% with email welcome programme

Gala Coral Group faced a common retention challenge: many users registered for its Coral and Gala Bingo sites but did not go on to play. RedEye implemented a targeted email welcome/nursery programme to engage new registrants in the critical first week, immediately segmenting users by deposit behavior and tailoring messages accordingly.

RedEye fully managed the campaign — from strategy and design to technical setup, sending and reporting — sending unique, segment-specific emails that moved hundreds of thousands of new registrants to deposit and play. The programme drove very strong engagement: some emails converted over 90% of already-deposited recipients into active users; between January and May 2012 the initial welcome emails repeatedly exceeded 40% open rates with click rates over 30%, while the other programmes averaged open rates above 17% and click-through rates over 16%.

Gala Coral Group