Email marketing is quite a powerful tool that is all too often underestimated. This is because it enables one to send to nearly an unlimited number of people at nearly zero cost. It is a marketing channel employed by almost any behemoth company. Gambling operators, however, find themselves under intense scrutiny due to the risk of fraud and the negative opinion that many governments and email providers take toward gamblers.

That said, it is quite feasible to launch a successful email marketing campaign as an online operator. It just takes a dedicated, long-term, meticulous focus. In this article, we are going to be talking about how to avoid the spam folders as well as some shrewd marketing tactics, such as casino bonuses, sports betting tips, loyalty rewards, timing, smart segmentation, and compliant copy.

Reasons iGaming Emails Get Flagged as Spam

In the eyes of spam filters, not all industries are created equal. And not so fortunately for iGaming companies, they’re near the top when it comes to shady, “high-risk” categories. Even if your marketing is legit and well-targeted, you’re more than likely going up against stricter scrutiny from inbox providers simply because of the nature of your content.

iGaming brands often struggle with reputation management due to years of bad actors in the space – operators who send misleading, unsolicited, or outright illegal content.Thus, many email providers apply stricter filtering rules to any domain associated with gambling, betting, or casino terms. If your domain or IP shares any similarities with previously blacklisted senders, you could totally end up flagged from the get-go automatically.

Here are some common spam triggers:

  • Sensational language like “WIN NOW!” or “GET RICH FAST”
  • Misleading subject lines that overpromise or obscure the actual message
  • Lack of authentication (missing SPF, DKIM, or DMARC records) normally provided on legit platforms, such as Odds96 login
  • Blacklisted domains or link shorteners like bit.ly or tinyurl
  • Too many images, too little text, or poorly formatted HTML

However, spam filters don’t just scan your content – they evaluate your sender behavior, domain history, and user engagement patterns over time. They use a combination of rules-based systems, machine learning, and user feedback. This is impacted by things like engagement metrics, technical signals like sending IP reputation, and authentication records.

Building a Solid Reputation the Right Way

If you want to keep your iGaming emails out of the spam folder, it’s not just about what you say – it’s about how you send it and who you send it to. A solid sending reputation paired with a clean, engaged email list forms the foundation of high deliverability. Without both, your emails are likely to be flagged, filtered, or ignored.

Technical Setup

Internet Service Providers (ISPs) look at your sending infrastructure before they even check your content. Make sure you’ve got email authentication handled. Set up SPF, DKIM, and DMARC records to prove you’re a legitimate sender. Also, never blast from a cold IP or domain. Gradually increase your send volume over a few weeks to establish trust.

Prioritize Quality List Building

This is all about the way you get those leads.

  • Use double opt-in to confirm interest and reduce fake or mistyped emails.
  • Avoid buying or scraping email lists – these almost always lead to high bounce rates and spam complaints.
  • Make it easy to unsubscribe. A hard-to-leave list often turns into a complaint magnet.

Practice Ongoing List Hygiene

Even good lists go bad if you don’t manage them:

  • Remove hard bounces and invalid addresses regularly.
  • Purge inactive users: if someone hasn’t opened in months, stop sending or run a re-engagement campaign.
  • Segment by engagement to send more frequently to active users and less often to cold ones.

Deliverability

In the iGaming world, even a well-crafted email can land in the spam folder, or worse, trigger legal trouble, if it doesn’t meet the content and compliance standards. Deliverability isn’t just about the technical setup; it’s about what you write and whether your message respects the laws governing email marketing.

Keep the Email Appealing

Make sure to personalize your messages using the recipient’s name or recent activity if you have that info on hand. Make sure your subject line is also clear and relevant. Furthermore, whenever you’re writing them, make sure you’re giving them real value in terms of promotions, tips, and updates, rather than simple sales pitches.

Legal Compliance

You are required to have a clear unsubscribe link in every email. This also raises your email’s deliverability. Include your company’s physical mailing address too, and make sure to use a legitimate sender name and email. There are also laws against spam, particularly as an online casino, since authorities already have their eyes locked on you. A couple laws to be aware of are the CAN-SPAM Act in the US, which requires consent, accurate sender info, and opt-out options.

Europe has the GDPR, which requires explicit consent and gives users the right to be forgotten. Many other jurisdictions also have similar laws too.

Test and Monitor for Deliverability

Sending an email is just the beginning. What really matters is whether it actually lands in the inbox.

Run Pre-Send Deliverability Tests

Before you hit send, check how spam filters are treating you email filters using tools like:

  • Mail-Tester: Gives a spam score and identifies issues like missing authentication or blacklisted IPs.
  • GlockApps: Shows inbox placement across major providers (Gmail, Outlook, Yahoo, etc.).
  • Email on Acid or Litmus: Simulate how your email renders across devices and tests it against common spam traps.

These tools catch issues before your subscribers do – and give you the chance to fix them in advance.

Opening metrics

Once the campaign goes live, your job still isn’t yet done. You’re going to want to monitor these key indicators:

  • Open rates: A sudden drop often means your emails are hitting spam.
  • Click-through rates (CTR): Gauge how engaging your content is. A low CTR could stem from poor targeting or weak copy.
  • Bounce rates: High bounce rates (especially hard bounces) damage your sender reputation.
  • Spam complaints: Keep your complaint rate below 0.1%. Anything higher is a red flag to email providers.
  • Set up alerts or dashboards in your ESP (Email Service Provider) to monitor these in real time.

Track Across Different Email Providers

An email that lands in Gmail’s inbox might hit Outlook’s spam folder. Always test across multiple providers to understand your real-world reach. Some ESPs offer seed list testing (sending to test accounts on various platforms), while standalone tools like GlockApps can simulate this for you.

Supercharging Sending Campaigns with CRM

A robust CRM system turns basic email blasts into targeted, data-driven campaigns that boost engagement, retention, and revenue.

You will dramatically increase your profitability by incorporating segmentation

  • High rollers vs. casual players
  • Users who prefer poker vs. sports betting
  • Inactive users vs. newly registered accounts
  • Millennials vs Gen X-ers
  • Poker lovers vs slots enthusiasts

Also don’t forget about educational content and special promos you can offer for a limited time based on the stage the user is in the casino interaction process.

  • Welcome series for new sign-ups
  • Win-back emails for dormant users
  • Deposit reminders or reward follow-ups

Many CRMs integrate with email marketing platforms, SMS tools, payment processors, and even your game engine. This makes it easy to:

  • Send triggered promotions based on gameplay
  • Notify users of rewards or loyalty bonuses
  • Sync email efforts with broader customer retention strategies