Maximizing engagement with luck and chance games in email marketing and on-site widgets

We established that gamification increases user engagement because people love playing games, including in emails.

The simple phrase ‘Let’s play’ in the subject line increases OR by 15%.

Valeria Kalashnikova,

Chief marketing officer at Pokupon & Superdeal.

In our article “Classification of games,” we delved into various game types and the marketing goals they help us achieve. Now, let’s focus on using them effectively for maximum impact, starting with luck and chance games.

(Source: Yakaboo)

Key takeaways:

1. Luck and chance games enhance engagement and significantly increase conversion rates, achieving results such as a fivefold increase in conversions and click-through rates as high as 17.5%.
2. These games are highly effective for both growing the contact base and retaining existing customers, making them valuable tools in customer relationship management.
3. Preparation is crucial for the success of gamified marketing campaigns, but with the right approach, it is entirely achievable.

What luck and chance games are, and how to leverage them effectively

Luck and chance games — such as Wheels of Fortune, scratch cards, gift boxes, finding hidden gifts, and slot machines — allow recipients to win unexpected prizes instantly.

The types of rewards people can win typically include:

• fixed discounts;
• percentage off purchases;
• gifts, ranging from free shipping to company products.

(Source: Pokupon)

Choosing the right rewards

A key trait of any successful game is offering discounts, rewards, or presents — people value winning more than just participating.

Svitlana Fursa,

Head of the retention marketing department at Promodo.

Although this group of games is called “luck and chance,” meaning people can win big or win nothing, it is important to carefully select the amount of the discount when offering monetary rewards. The appropriate amount depends on your industry, company, and resources, but it should be significant.

The more attractive the reward is to the subscriber, the higher the conversion rate and ROI.

Yevheniia Zahniy,

Email marketer at Yakaboo.

Maximizing impact: Where and how to implement luck and chance games

These games captivate players with the thrill of unexpected wins and the excitement of chance, fostering quick and engaging interactions. 

1. Holiday sales boost: Constant sales can lead to customer fatigue and lower average spending. Instead of traditional offers, using interactive games during holiday sales, allowing customers to “win” discounts, has been shown to increase ROI during these campaigns.
2. Budget-friendly engagement: When offering small discounts, gamify your promotions. Let customers “win” prizes, from modest discounts to exciting jackpots. This dynamic approach keeps customers engaged and excited, even with smaller rewards. For example, while most might receive a 5% discount, some could win 3%, and every tenth contact could win a larger prize like 10% or even 30% off.
3. Educational opportunity: Some brands take the opportunity to educate recipients by revealing interesting facts about their company or industry when specific sections of the game (or image rollover effects) are selected, adding value to the user experience.
4. Lead generation on websites: While games can help boost ROI, they are primarily used on websites for lead generation, engaging new users and expanding the contact base.

Executing luck and chance games: Step-by-step setup for email and widgets

Now we’re going to explore games both in emails and as on-site widgets/popups. But why these two channels, exactly? Emails are ideal for maintaining ongoing communication with your customers, which enhances retention and engagement. On-site widgets, on the other hand, excel at gathering essential contact details — a task often spearheaded by email marketers.

On-site gamified widgets

This section outlines key steps to effectively use gamified widgets on your website, from setting up and managing participation rules to ensuring fair play and reward distribution. 

1. Develop your widget: Opt to code your own widget or use a platform that offers customizable prebuilt widgets. Easily tailor them to fit your brand’s style and embed these into your website.
   
   

   
   (Source: Claspo)

2. Integrate your popup with ESPs/CRMs: Be sure to integrate gamified popups with your ESP, CRM, or CDP for seamless data collection and future communication with customers. Some popup builder platforms offer direct integrations with major ESPs, while others use webhooks to connect with your preferred marketing tools.
3. Establish clear rules: Inform users about participation criteria. Make sure to clarify any conditions for using the rewards, such as minimum purchase requirements, the need to share an email address to play, and the deadline for using the rewards.
4. Set display conditions: Configure your widget to appear based on the user’s position in the sales funnel. For instance, if collecting new email addresses is the goal, ensure the widget is hidden from logged-in users or those already in your database. This targeted approach enhances efficiency and relevance.
   
   

   
   (Source: Booking.com)

5. Ensure fair play: Prevent users from exploiting the system by making multiple attempts to win better rewards. Without proper safeguards, participants could manipulate the game, skewing results and compromising the user experience. Measures such as tracking IP addresses, adding a CAPTCHA, or requiring users to enter their email before playing help prevent this.
6. Manage rewards distribution: You can opt to offer fixed rewards, such as 5%–15% off, to all users regardless of the number of participants. Alternatively, consider linking the widget to a data source that manages the reward inventory. This setup allows you to allocate specific quantities for discounts, gifts, or free shipping. Once the rewards are exhausted, the widget should stop displaying them so that users only see available rewards.
7. Inform your support team: Make sure your customer service team is prepared to handle inquiries or issues related to the widget or game rules.
8. Prepare your website: Add a field for promo codes at checkout to facilitate reward usage.
9. Develop a follow-up email sequence: Start with a verification email to confirm subscription intentions (remembering the double opt-in rule). Follow up with details on how and when rewards can be claimed, and send reminders before promo codes expire.

Real-world success story

Busfor, a world-renowned company, launched a Halloween-themed Wheel of Fortune on their Ukrainian website with the primary goal of growing their contact base and boosting sales. Users entered their emails to participate in the game and redeem their rewards.

Typically, Busfor sees a 2% registration conversion rate, but with the gamified widget, it soared to 10%, a fivefold increase. During the promotion, they gathered 3,000 new contacts in just 12 hours.

(Source: Yespo)

Luck and chance games in emails

This section shares easy steps to effectively utilize luck and chance games in email marketing.

1. Design your game: If you choose to code your own game, it’s important to ensure compatibility across different email clients and email service providers. Alternatively, there are worry-free solutions that automatically handle these compatibility issues for you, making the process straightforward and efficient.

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2. Provide clear rules: Clearly communicate participation benefits and reward usage parameters to your recipients.
3. Warn your customer service team: Equip your customer service team to address any queries or concerns related to the game.
4. Prepare your website: Integrate a promo code field at checkout to streamline the use of rewards.

Real-world success story

Kärcher Ukraine, in collaboration with the Promodo Agency, introduced a Wheel of Fortune game offering seasonal prizes and discounts. The interactive game in presented emails achieved an impressive 17.5% click-through rate.

(Source: Email from Kärcher, designed by Promodo)

Wrapping up

As we’ve seen, luck and chance games are more than just fun additions to your marketing toolkit; they’re strategic enhancers of engagement and conversion. With careful implementation, these games can significantly boost your click-through rates and expand your contact base. Remember, the key to success lies in preparation — from choosing the right rewards to setting up technical configurations — that ensures a seamless, fair experience for users.