Each year, Finish Line runs an email marketing campaign to promote the merchandise of the "Final Four" teams in the NCAA Men's Division 1 Basketball Championship (also known as "March Madness").
Previously, Finish Line sent out a single email to its most engaged subscribers that showed merchandise for all four of the Final Four teams. In 2013, Finish Line wanted to send more personalized Final Four emails showing apparel related to each subscriber's closest team, but without having to spend too much time sifting through large data sets of address information.
Use real-time geo-targeting technology to display team-specific apparel to recipients based on their proximity to the Final Four college campuses.
Finish Line leveraged Movable Ink's Agile Email Marketing platform to send geo-targeted and rules-based offers tailored to each recipient’s location at the moment of open. For example, if an email was opened in Michigan, or within a 100 mile radius of Ann Arbor, the recipient saw Wolverines merchandise. The same applied to Syracuse, Wichita State, and Louisville. If the recipient was out of state or out of the 100 mile radius, they saw a default email promoting all four schools. No pre-send analysis or segmentation was necessary, since the content was personalized in real-time.
Finish Line achieved a marked increase in engagement, with an 80% increase in click-through rates compared to its "Final Four" campaign the previous year.