The NBA needed to create an email that would be useful to every fan, regardless of country or day of open. But with subscribers in over 50 countries and with over 50 games a week, it would be a challenge to personalize every email at scale. That’s why they created their League Pass weekly newsletter with Movable Ink with the goal of reducing churn and increasing engagement with international fans.
The email included up-to-the-second game day information, so fans would see the upcoming games no matter what day or time the email was opened. The NBA also included an add-to-calendar feature so fans wouldn’t miss a tip-off. Finally, they included the top three news stories from NBA.com that were relevant to each fan’s favorite team. As a result, this campaign saw big lifts in opens, clicks, and a reduction in churn.
- 5% reduction in churn
- 5.2% click-through rates
- 100% lift in open rates
This campaign enabled the NBA to stay innovative with relevant email content that truly resonated with their customers.