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How to Improve CTR and Conversion Rate in iGaming SMS Campaigns

Key optimization strategies to increase CTR and CR in iGaming SMS campaigns.

Updated over 2 weeks ago

SMS remains one of the highest-performing channels for iGaming acquisition and re-activation. However, high delivery alone does not guarantee results. Click-through rate (CTR) and conversion rate (CR) depend on content freshness, routing quality, timing, and data hygiene. Below are proven optimization practices used in successful iGaming SMS campaigns.

1. Rotate Texts and Sender IDs After 3k–4k Messages

Sending the same text and Sender ID (SID) for long volumes leads to content fatigue and increases the risk of filtering.

Best practice:

  • Change SMS text after every 3,000–4,000 messages

  • Rotate Sender IDs regularly

  • Use multiple text variations per campaign

This keeps traffic looking organic, improves engagement, and reduces spam pattern detection.

2. Avoid Spam-Trigger Words and Aggressive Language

iGaming content is highly sensitive for both carriers and users. Over-promotional wording damages both CTR and CR.

Avoid:

  • “Guaranteed win”

  • “Free money”

  • “Risk-free”

  • Excessive capital letters or punctuation

  • Overuse of emojis

Instead:

  • Use neutral, informational tone

  • Focus on balance updates, access approval, limited availability

  • Keep messages short, clear, and human-sounding

3. Test Routes and Coordinate With Your Account Manager

Not all routes behave the same, even within the same country.

Recommendations:

  • Test routes with small batches before scaling

  • Ask your Account Manager (AM) to:

    • Validate content compliance

    • Suggest optimal routes per GEO

    • Pre-test delivery and filtering risks

Early testing saves budget and protects long-term performance.

4. Send at Optimal Hours (Timing Matters)

Timing directly affects both CTR and CR.

Recommended windows:

  • Late morning

  • Afternoon

  • Early evening

Avoid:

  • Early morning

  • Late night

Messages sent at off-hours are often ignored, deleted, or flagged, lowering engagement and harming sender reputation.

5. Use Multiple Sender IDs and Text Variations

Relying on a single SID or one text version is risky.

Best setup:

  • Several Sender IDs per campaign

  • Multiple text variations running in parallel

  • Continuous performance monitoring

Pause underperforming combinations and scale what converts.

6. Refresh Domains and Shorteners Every 3k Messages

Domain aging and blacklist risks are common in iGaming SMS.

Best practice:

  • We change link shorteners or domains after 3,000 SMS

  • So we always use clean, fresh domains

  • Track CTR per domain

Fresh links improve trust, deliverability, and click behavior.

7. Perform HLR Verification Before Sendouts

Data quality directly impacts ROI.

HLR checks help you:

  • Remove inactive numbers

  • Filter unreachable subscribers

  • Reduce wasted sends

  • Improve delivery rate and CTR

Clean data means better performance and lower costs.

8. Monitor Performance and Optimize Continuously

Track key metrics:

  • CTR

  • CR

  • Delivery rate

  • Complaint and block signals

Use this data to:

  • Kill weak texts early

  • Replace low-performing SIDs

  • Adjust send times and routing

Optimization is not a one-time action — it’s ongoing.

9. When Nothing Works — Talk to Your AM

If performance drops despite optimizations:

  • Contact your Account Manager

  • Share stats and samples

  • Ask for route/content review or alternative setups

A proactive AM can often identify issues you can’t see from the platform alone.

Final Thought

High-performing iGaming SMS campaigns rely on fresh content, clean data, proper timing, route testing, and continuous optimization.
Treat SMS as a dynamic channel — not a static one — and your CTR and CR will follow.

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