February 24, 2010 | Volume 8, Issue 19

Clippers Provide Assistance to Fans Online

E-Newsletter reconnects team with email subscribers

Advertisement

Jeff Eldersveld
Database Marketing and Research Manager
Los Angeles Clippers
[email protected]

Los Angeles Clippers Weekly E-Newsletter

The Clippers chose to work with NCR eCommerce, a leading global technology company, to identify problem areas and openings for improvement in their email marketing strategy. They understood that the more opens and click-throughs on sent emails to fans equaled more revenue for the team, and that NCR would give them the ability to get creative with content and subject lines to drive these rates higher.

After discovering that the average open rate for their e-newsletter was only 8%, the Clippers hoped their new and improved Los Angeles Clippers Weekly E-Newsletter could transition the inactive subscribers (those who completed zero click-throughs and opened zero emails in the last 6 months) to become active participants.

Initially, NCR and the Clippers tested four subject lines for an email that contained a Clippers-Celtics ticket special: "Come See Inglewood's Own Paul Pierce!," "Defending NBA Champion Ticket Discount," "Exclusive Boston Celtics Ticket Discount," and "$12 Out-the-Door Celtics Tickets."  This testing involved randomly splitting their subscriber list into two categories: the subject-line list, containing only 10% of their subscribers, and the other with the remaining 90%.  This subject line list was then split again into four groups (based on the number of subject lines being tested), and the email was sent.  After allowing subscribers two hours to open their email, the larger 90% list would receive the subject-line winner.

The Los Angeles Clippers E-Newsletter with the winning subject line.

Just two years into the partnership with NCR, the Los Angeles Clippers have already seen incredible increases in overall subscriber activation.  Through the distribution of this weekly e-newsletter, the Clippers were able to uncover invaluable information about their fans including how to engage them more effectively.  For example, they were able to conclude that specificity improved open rates by nearly 4% and that referencing a dollar amount rather than a percentage discount drives more opens.  This data helped explain why "$12 Out-the-Door Celtics Tickets" was the winning subject-line in the email test.  Additionally, the average click-through rate jumped to 40%, a 17% increase from just one year prior, and the average open rate for their weekly e-newsletter climbed to over 12%, an increase in over 50%.

The Clippers are excited about their future with NCR, and will continue to use this technology on a weekly basis, as NCR has helped them achieve their goal of 50% active subscribers.

ABOUT THE NATIONAL SPORTS FORUM

THE NSF SALUTES OUR
SPONSOR

For over 15 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2011 NSF Conference and Trade Show will be held on January 31 - February 2, 2011 in Louisville, KY. Additionally, NSF attendees and vendors rely on the NSF Alumni Association as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.

To learn more about NCR
click on the logo above.