Great Sacramento Kings/Monarchs re-confirmation campaign example

So first, I'm not trying to take over my good friend Dylan Boyd's posts on The Email Wars where he regularly compares and comments on good and bad emails that he personally sees in his email box.

I think for this one, I just got excited to see one of my own customers succeeding with some simple, but yet effective tools (activty filters) and processes in managing their lists with the idea of quality over quantity. This typically is a difficult decision for many companies to decide to let go of their non-active customers, but as the year moves on I am seeing more and more companies seeing the benefit of doing such in controlled manner like this one.

What it was:
A reactivation email was sent to subscribers who have neither opened nor clicked Kings/Monarchs gameday alert emails after 2-3 weeks into the season. About 5 gameday alerts have been sent to subscribers when they executed the reactivation program.

In a nutshell, they wanted to make sure that they were delivering relevant communications to fans (= subscribers = recipients).

Why did like this so much you ask?
  1. It was short and sweet. Not to much wording. Captures the attention (5 secs).Little images
  2. Less than a page.
  3. Not a lot of BIG images swung wherever it would hang. 
  4. Gave the recipient a CHOICE (would make it blink if I could). Yes? or No?, O? or X?, Blue? or Red?
  5. Has an option for mobile devices within the email
———-
Picture 1
———-

In the midst of my excitement, I called the person in charge of this and asked them to throw together their thoughts behind this campaign. I wanted them to have the ability to share the why's! Did it work for them? Why did they do it? What could they teach others who read this blog?

Here's what Ken Niwa their Relationship Marketing Manager at ARCO Arena had to say:

Reasons:
  1. 82 emails in six months is way too many communications for even me, someone who works for the team
  2. With Eloqua, (sorry about the pitch), we were able to automate the reactivation process
Success:
  1. Inactive subscribers that we thought are dead aren't dead!. They clicked keep my active.
  2. Felt comfortable sending 82 emails throughout the Kings season (34 for the Monarchs) since recipients are actively engaged (opening and/or clicking) or have asked to continue to receive gameday alerts
  3. Minimized unsubscribe and complaint rates
  4. Created a win-win situation — we felt good about the high response rate (= 35.2% Email Group Open Rate) and fans were happy to receive emails from us.

I say kudo's to Ken and the Sacramento Kings/Monarchs for their diligent work and good choices.

We would love to see comments if you have them.

-Dennis

Don't Just Send, Deliver!

Dennis Dayman

More posts by

Oracle | Eloqua

Don’t Just Send, Deliver!

Follow Dennis Dayman

2 Responses to “Great Sacramento Kings/Monarchs re-confirmation campaign example”

  1. Evan Burke
    June 24, 2009 at 12:03 am #

    What do you do if someone clicks on both 'yes' and 'no'? There's bound to be someone who'll do it…

  2. Sweeney
    June 24, 2009 at 9:46 am #

    There is no option to select both at once. Selecting either option takes you to a confirmation page and adds you to the subscribe or unsubscribe group depending on your selection. If you go back and select the other option, you will then again be placed into the appropriate subscription or unsubscription group.

UA-9835597-1