EEC Recap: How the NBA Got Personal with Movable Ink

We were proud to kick off day one with a presentation given by Stefanie Fertitta, Manager of Fan Engagement & Marketing at the NBA and Liz Tashik, our Associate Account Director. If you couldn’t make it out to Savannah, we’ve got your back. We’re sharing what attendees learned about how Movable Ink and the NBA work together to keep fans engaged with emails powered by API automation, dynamic segmentation, and creative personalization, all while cutting down production time.

Here’s what you missed:

Loyal fans don’t react well to generic content

In this day and age, audiences don’t respond well to generic content, and that’s especially true for loyal sports fans. So, when the NBA wanted to promote their new NBA Nike City Edition Jerseys, they teamed up with Movable Ink to target fans based on their favorite team and location. This email used a combination of declared and inferred data to personalize the jersey each fan would reveal in a scratch-off email.

And the same idea applies when it comes to evergreen emails. The NBA was able to pull in player birthdays dynamically to add in a personalized element. This email also included a discount and used a custom basketball font to address each fan by their first name.

Leverage preferences to reach your goals

The NBA was able to leverage existing data to send ticket emails that display each individual’s local or favorite team’s schedule and give them more reasons to click. Fans can click on a specific game on the schedule and go right to its individual registration page.