CRM and retention

Trigger campaign: an event-driven message

Trigger campaign (event-based campaign) is an automated message sent in response to a player event: registration without a deposit, an abandoned deposit, a missed regular play day. It arrives at the moment when it matters to the player.

Yevhen SychovOctober 2026

Key events

EventWhen to send
Registration without a depositwithin the first hours
Abandoned depositwithin half an hour
First depositstraight away: what comes next and where to see progress
Broken deposit rhythmthe same day
Bonus about to expirea day before the deadline
New game from a favourite provideron release day

Rules

  • Speed matters more than copy. A message a day after an abandoned deposit barely works.
  • Priority over broadcasts: within the overall contact frequency, a trigger comes before a mass mailing.
  • Exclusions in every trigger: self-exclusion, limits, risk signs, an open dispute over money.

How to measure

Trigger effect = deposits in the messaged group minus deposits in the control groupAbandoned deposit: 22% completed the payment after the message, 14% without it. The trigger adds 8 percentage points.

Every trigger has a permanent control group: some players do not get the message.

Common mistakes

  • A bonus trigger for every event. Players learn to wait for a bonus and abandon deposits on purpose.
  • Triggers clash. A player gets three messages within an hour from different flows.
  • No window for the trigger. An abandoned deposit reminder a week later is pointless: every event has its own deadline, after which the message is not sent.
All glossary terms