• by Barbie Romero , June 17, 2025

Colin Behan, Head of CRM – Gaming at BetMGM, shares his insights on email marketing topics including subject lines, content, frequency, channels, and balancing technology with human connection.

Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.

Colin Behan, Head of CRM – Gaming, BetMGM: 

• Emoji in Subject Line or No Emoji: Emoji’s are welcomed. If used wisely, an emoji helps subconsciously land the tone you are aiming for with your statement. 

• Frequency or Scale: Frequency. A higher frequency of properly targeted below-the-line campaigns allows the marketer to personalize offers to specific customers based on their interests, purchasing habits, and preferences without overcommunicating or spamming your contacts.

• App or Website: App. The world is mobile.  Consumers are holding their phone even while on their computer.  63% of global traffic comes from mobile devices. 

• GIFs in Emails or Static Images Only: Oh how I love a good GIF. While I do not recommend that all emails include GIFs, mixing up your content in fun and engaging ways could separate you from competitors.

• Gaining New Subscribers or Retaining Old Subscribers: Retain your subscribers! Retention keeps your costs down and allows your customers to get to know your brand at a deeper level. Do what you can to create lifelong customers.

• Always test or Stick to what works: Always be testing. Ask your marketers for new ideas and never say “no”. There is likely a situation where their campaign idea makes sense. 

• AI or Human Touch: Human touch is the core to your marketing, but AI may help! Rely on your marketing analytics, test and optimize your campaigns, and allow AI to help with any repetitive work. 

 If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.