If you work with media, CRM, or affiliates in the betting market, you've probably noticed: the email marketing channel has lost traction. This isn't an execution error, but rather a series of structural shifts that are changing the logic of conversion in this ecosystem. Let's get to the point:
Base saturation: the user has already been impacted dozens of times by generic offers. Repeated bonuses, sold-out objects of desire, and calls-to-action that no longer entice. The base is cold, or worse, immune.
Deliverability crisis: providers like Gmail and Outlook have increased their filters, and domains linked to bookmakers have a compromised reputation. Delivery rates have dropped. And when they do deliver, it's spam.
Systemic distrust: with so many poorly explained offers, isolated scams, and a landscape that's not yet fully regulated, the average user responds with skepticism. And email isn't the ideal channel for rebuilding trust. It requires it to already exist.
Channel shift: the modern bettor is on Telegram, WhatsApp, push, live content, and influencers. The logic is instantaneous, immersive, and emotional. Email has lost its timing and visual appeal.
Anticipating regulation: With compliance looming, many brands have chosen to reduce the use of legacy or poorly traceable databases. The preference now is for programmatic media, qualified traffic, and structured affiliate networks.
This isn't the end of email, but the maturity of a channel that can no longer carry the weight of conversion alone in such a competitive, regulated, and trust-sensitive environment. User behavior has changed, filters have become more aggressive, tolerance for repetition has fallen, and the impact journey has shortened.
The digital betting industry, pressured by imminent regulation and a still-fuzzy public understanding of responsible marketing, needs to understand that trust can't be built with shortcuts or templates inherited from other industries.
While some still treat email marketing as a simple automated email blast, the real challenge lies in reconnecting intent, context, and relevance within a fragmented journey, where each touchpoint needs to be legitimate, strategic, and consensual.
And here's the crucial point: digital marketing in the betting industry is NOT the villain, as some official discourse seems to insinuate. It's part of the solution. Without it, there's no visible compliance, no user education, no ethical narrative building. And, above all, there's no sustainable value generation.
Ignoring this is condemning the industry to repeat the same communication mistakes that alienate users and discredit the market. It's time to truly professionalize the conversation. The game has changed. And reading needs to keep up.
Brunno Motta
CBO at Adzappy
