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Tailoring messages for your customers

You may already target your marketing messages to different customers. You could also use insight about your customers, such as how the customer prefers to contact you, to decide the best way to interact with them about their gambling.

Industry-led research (Revealing Reality 2017)(PDF opens in new tab) shows that messages that get customers to think and make their own decisions based on the information they are given can be more effective than messages that seem to be ‘nagging’. Research by Auer and Griffiths 2015 (opens in new tab) also shows that personalising feedback can also improve the impact it has on customers. You should test different types of messaging to see what works best.

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