We all enjoy having a personal connection to our favourite teams and athletes, and the NBA is enhancing personalised marketing by employing email campaigns to interact with NBA fans in a more intimate way.
The NBA has been using targeted email marketing to provide its supporters content that is relevant to them. The league is able to segment its email lists and develop personalised marketing that appeal to each individual fan by utilising data from ticket sales, merchandising selections and social media activity.
Benefits to NBA fans of receiving personalised content:
- NBA emails have had open rates as high as 60% in some circumstances, demonstrating how powerful this personalised strategy is. The NBA can create deeper connections with its audience and maintain their engagement throughout the season by giving NBA fans content that is engaging and relevant to them.
- Highlights from their preferred teams and players, exclusive offers on tickets and goods and behind-the-scenes peeks into the NBA are just a few examples of the personalised content fans can anticipate seeing in these email campaigns. For instance, if a fan just bought tickets to a game, they might get an email with details on parking, pre-game events and exclusive fan experiences. On the other side, a fan may get personalised material with highlights and interviews from a player or team if they have expressed interest in that player or team on social media.
- This tailored strategy not only keeps fans interested, but it also enables the NBA to compile useful audience statistics. The league can learn more about fan behaviour and preferences by analysing the data from these email campaigns, which can help it develop effective future marketing plans.
In general, the NBA’s use of personalised email marketing is an excellent illustration of how organisations can use data to forge deeper ties with their consumers. The NBA is able to forge closer ties with its audience and keep people returning by providing information that is interesting and relevant to each individual fan.
So, keep a watch out for customised emails from the NBA. Whether you’re a devoted follower or just getting into the sport, your inbox could contain all sorts of intriguing material, so you never know!
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