We-Ko-Pa Casino Resort
Email Program Efficiency Optimization
As part of our due diligence process for We-Ko-Pa Casino, we conducted a comprehensive audit of their email marketing program to identify operational inefficiencies, eliminate waste, and optimize guest communications for greater impact.
Outcomes
Services
Where We Started
The casino’s CRM fees were tied directly to total email list size. Without clear visibility into engagement quality, the property was incurring ongoing costs for email recipients who were no longer interacting with campaigns.
Research
We audited email engagement across multiple campaigns and time periods. The analysis revealed that approximately one-third of email recipients had been unengaged for more than six months, meaning a significant portion of the list was receiving emails without opening or engaging with the content.
Our Solution
We recommended removing long-term unengaged recipients from ongoing campaign distributions and implementing engagement-based list management standards. This ensured future email sends were limited to active audiences while maintaining flexibility to reintroduce dormant contacts through targeted reactivation efforts.
The Outcome
By reducing the active email list to engaged recipients, We-Ko-Pa Casino eliminated unnecessary volume and reduced CRM fees by more than five figures annually, improving efficiency without sacrificing meaningful reach.