Comments on: Use, Don’t Abuse, Your Email Database http://www.thebusinessofsports.com/2010/03/18/use-dont-abuse-your-email-database/ News and opinions on the business side of sports Thu, 09 Feb 2012 17:59:09 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Andrew http://www.thebusinessofsports.com/2010/03/18/use-dont-abuse-your-email-database/comment-page-1/#comment-74574 Andrew Thu, 18 Mar 2010 15:17:50 +0000 http://www.thebusinessofsports.com/?p=2781#comment-74574 Totally agree on the last two. The NYY could have been more visually compelling but it gets to the point quick. I agree with your point about targeting your audience if you have a niche message. But a Texans email list is pretty targeted. You can likely make some easy demographic and behavioral assertions. In this case though I think the Texans handled it well. Content does seem relevant. The vast majority will be male readers and they are not going to complain about a couple of cute cheerleader pictures. Additionally, they're likely to say oh I have a friend, a girlfriend, a daughter, a wife that would be perfect for this and forward it on. Every football fan would love to say "My ____ is a cheerleader". Totally agree on the last two. The NYY could have been more visually compelling but it gets to the point quick.

I agree with your point about targeting your audience if you have a niche message. But a Texans email list is pretty targeted. You can likely make some easy demographic and behavioral assertions.

In this case though I think the Texans handled it well. Content does seem relevant. The vast majority will be male readers and they are not going to complain about a couple of cute cheerleader pictures. Additionally, they’re likely to say oh I have a friend, a girlfriend, a daughter, a wife that would be perfect for this and forward it on. Every football fan would love to say “My ____ is a cheerleader”.

]]> By: Ryan http://www.thebusinessofsports.com/2010/03/18/use-dont-abuse-your-email-database/comment-page-1/#comment-74573 Ryan Thu, 18 Mar 2010 15:14:31 +0000 http://www.thebusinessofsports.com/?p=2781#comment-74573 Good thoughts Russell. I agree, you can't simply blast an email list and expect to get results. Whenever I immediately get an email that is a blatant pitch, 9 times out of 10 I unsubscribe, or set a filter that goes into a newsletter box I check once in a blue moon. The culprit are teams who add in 'email blasts' as part of their sponsorship packages and don't take the time to come up with an integrated way to do it (like the Yankees) Good thoughts Russell. I agree, you can’t simply blast an email list and expect to get results. Whenever I immediately get an email that is a blatant pitch, 9 times out of 10 I unsubscribe, or set a filter that goes into a newsletter box I check once in a blue moon.

The culprit are teams who add in ‘email blasts’ as part of their sponsorship packages and don’t take the time to come up with an integrated way to do it (like the Yankees)

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