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CRM Healthcheck.
Operator-side diagnostic.

Twenty-one questions covering the same nine KPI categories the full audit measures: acquisition, activation, engagement, monetisation, retention, LTV, bonus, channel performance, and operations. Five minutes. Benchmarks drawn from Optimove iGaming Pulse 2025, Smartico, Xtremepush, Klaviyo 2026, and Litmus. At the end you get a score, three priority recommendations from the 91-campaign master playbook, and a fuller breakdown sent to your inbox.

01 · Section

Foundation

Q · weight 2

Which CRM / engagement platform are you running?

The system your CRM team logs into to design and send campaigns. Maps to the platform field in the full intake workbook.

Q · weight 3

How is player data flowing into your CRM?

Real-time matters because day-zero campaigns and triggered flows depend on it.

Q · weight 3

What percentage of your bonus campaigns run with a holdout / control group?

Holdouts are how you measure incremental NGR per dollar of bonus. The biggest measurement gap in iGaming.

02 · Section

Acquisition

Q · weight 3

What is your registration-to-FTD conversion rate?

FTDs divided by registrations, cohort-matched. Industry benchmark: ≥40%. Top quartile 30–55%.

Q · weight 2

What is your KYC pass rate (first-time approval)?

Top quartile is above 90%. Below 70% indicates a UX issue, not a CRM gap.

Q · weight 3

Describe your welcome series for newly-registered (NRC) players.

Welcome emails outperform broadcast 4× on opens, 5× on CTR (Klaviyo 2026, InTarget). The largest preventable acquisition leak.

03 · Section

Activation

Q · weight 3

What percentage of FTDs make a second deposit within 7 days?

The CRITICAL activation KPI. Industry benchmark: ≥45%. Below 30% means the activation funnel is broken.

Q · weight 2

What is your Day-1 retention rate post-FTD?

% of FTDs still active 24h after the first deposit. Healthy 25–30%; top quartile 30–40%.

Q · weight 3

What is your Day-30 retention rate post-FTD?

Industry 8–14%. Gamified onboarding programmes hit 30–40% (Smartico/Xtremepush case data).

04 · Section

Retention

Q · weight 3

What is your monthly active retention rate (M-1 actives still active in M)?

Optimove benchmark: ~70% global, ~62–69% US. Below 55% indicates structural retention issues.

Q · weight 3

Do you run automated reactivation in the Day 7–14 inactivity window?

The Optimove Descending Recovery Curve: 27% reactivate Day 1 of churn, only ~3% by Day 90. Acting in this window matters most.

Q · weight 2

Do you run dedicated win-back at Day 30, 60, and 90?

Day-30 win-back can recover ~10% with intervention. Drops to 2–3% by Day 90 - outbound calling becomes the only viable channel.

05 · Section

Bonus economics

Q · weight 3

What is your bonus cost as a percentage of GGR?

Industry target ≤20%. Offshore often runs 25–35%. Above 35% = bonus-abuser territory.

Q · weight 2

Do you run wagering-milestone nudges at 25 / 50 / 75 / 90% completion?

Industry: 20–30% wagering completion lift when nudges deployed. Direct impact on welcome bonus economics.

Q · weight 2

Do you run a failed-deposit recovery flow (cards / crypto fallback, alternate-method routing)?

Recurly: 72% of failed payments are recoverable with the right dunning sequence. Particularly material for card-heavy markets.

06 · Section

Channels

Q · weight 3

Do you have DKIM, SPF, and DMARC configured correctly on your sending domain?

Mandatory for Gmail / Yahoo / Outlook bulk send since 2024. If not configured, deliverability collapses regardless of campaign quality.

Q · weight 2

What percentage of your players are reachable on 2+ channels (email + SMS or push)?

Players reachable on 2+ channels are 3–5× more reactivable. Multi-channel orchestration is where the leverage compounds.

Q · weight 2

Do you measure email engagement using CTR and conversion (not open rate) as primary signals?

Apple Mail Privacy Protection inflates open rates by 15–32 percentage points (Litmus). ~58% of opens are MPP. Open rate is no longer reliable.

07 · Section

VIP & top-percentile

Q · weight 3

How is your VIP programme structured?

Top 1–10% drives 50–80% of GGR. VIP churn above 5% is catastrophic - these are your highest-value players.

Q · weight 2

What percentage of your players are active in 2+ verticals (e.g. casino + sports)?

Cross-vertical activity is the single biggest LTV multiplier most operators leave on the table.

08 · Section

Measurement

Q · weight 2

Do you track cohort retention, ARPU, and LTV in regular reporting?

Without cohort views, CRM optimisation is noise. With them, every CRM decision compounds.

Final · Where to send the report

Where should I send the result?

Score and three quick wins land in your inbox immediately. The fuller breakdown goes to me. I will only follow up if the answers suggest a real fit for engagement.

By submitting you agree to receive your score by email. No marketing list. No third-party sharing.

iGB London · 1-2 July 2026
Meet me at iGB London, 1-2 July 2026.
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