Spartan Race

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Challenge

Spartan Race, the world’s leading obstacle race company, wanted to drive race registrations over a holiday weekend. However, with dozens of races nationwide, it would be difficult and time consuming to create all the different email templates required to serve each market.

Solution

They used Movable Ink’s location targeting app to automatically serve up personalized content in one template based on the recipient’s location. The geo-targeted emails enabled Spartan Race to deliver limited-time discounts on each race. With 36 unique images linking to race-specific pages and dynamic geo-targeted rules for 50 states, the campaign was victorious.

Results

  • 50% lift in website traffic
  • 25% lift in new users
  • 13% lift in conversions
This campaign proved right off the bat that contextual marketing is many times more effective than a generic treatment. It helps us make the case that we can achieve more by sending less emails but better targeted and creatively presented ones. We generated 50% more site traffic with half of the email volume compared to last’s year promotion.

Denitsa Yordanova, Head of Lifecycle Marketing, Spartan Race

Spartanrace

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