CRM
Customer Relationship Management
CRM (Customer Relationship Management) is a customer relationship management system: it stores user data, segments users, and automates communications for retention and repeat sales.
What is CRM (Customer Relationship Management)?
In high-risk verticals, CRM is not just a contact database but a working tool for marketing and retention. It links events from the tracker, the payment system, and the casino or exchange into a single customer profile: registration, first deposit, bets, withdrawals, and support requests.
## How it works
The system receives events through integrations (postbacks, API, webhooks) and builds a user profile. Based on that profile, segments are defined, for example: registered but no deposit; deposited and not returned for a week; active in a specific game. For each segment, chains of emails, push notifications, SMS, and messenger broadcasts are configured.
## Where it is used
Online casinos and bookmakers use CRM for reactivation and VIP work. Crypto exchanges and fintech services use it for onboarding and account support (subject to KYC and communication requirements). In nutra, CRM is used for upsells and repeat orders of supplements; in dating, for winning back inactive users.
## What it affects
Segmentation quality directly determines retention and LTV. Without correct events and attribution, CRM starts sending irrelevant emails, which increases unsubscribes and complaints. Mailings are restricted by the rules of platforms, messengers, and regulators, so consent and the unsubscribe mechanism must be configured in advance.
## Common mistakes
A common mistake is sending the same bonus mailings to everyone, which teaches users to wait for a bonus. The second is not separating transactional and marketing messages. The third is looking only at email open rates instead of deposits and repeat actions by segment.
FAQ
How is CRM different from a tracker?
A tracker records traffic sources and conversions tied to advertising. CRM works with the user after registration: it segments them, manages communications, and is responsible for retention and repeat actions.
Does a small affiliate team need a CRM?
If traffic is low and communications are handled manually, a CRM may not pay off. It is usually adopted once there is a user base that needs to be reactivated and segmented.
How do you check that the CRM is working?
Compare the behavior of the segment that received mailings with a control group that did not, by deposits, repeat actions, and unsubscribes. Without a control group, it is hard to measure the effect of the mailings.