Jason Scott, the e-marketing director for the Detroit Pistons, discusses the utilization of data in email marketing to enhance fan engagement and ticket sales. Key strategies include dynamic content generation through APIs, real-time updates in gameday emails, and personalized messaging which have resulted in significant lifts in engagement metrics. The document emphasizes the effectiveness of automation in streamlining marketing processes, saving time, and improving overall campaign outcomes.

1. Jason Scott
E-Marketing Director
Detroit Pistons
AND ONE: USING DATA TO GIVE YOUR
EMAILS (AND PLANNING) AN ADVANTAGE

2. E-MARKETING DIRECTOR
Detroit Pistons
Marketing Automation includes Email
Fan Clubs
Lead Scoring
JASON SCOTT

3. DETROIT PISTONS
Season
Membership, Single
Game Tickets,
Groups, Community
Events, Fan Clubs,
Pistons Academy,
Locker Room Store,
Corp. Partnerships

4. DETROIT PISTONS

5. PISTONS TRIVIA
How many NBA Championships have the Detroit Pistons won?

6. PISTONS TRIVIA
How many NBA Championships have the Detroit Pistons won?
3

7. PISTONS TRIVIA
How many NBA Championships have the Detroit Pistons won?
3
1989
1990
2004

8. OUTLINE
DYNAMICCONTENT
API Generated Content
NBA, Google
Device
DETROIT PISTONS GAMEDAY GUIDE EMAIL
Website Content = Email Content
ONGOING PISTONS EMAILS
Unknown Data
Triggered Sending
Rep Interaction
CRM Integration
B2B PROSPECTING INVITE
Website Content = Email Content
PISTONS LOCKER ROOM STORE
CRM Data = Email Content
WELCOME TO THE TEAM!

9. GAMEDAY GUIDE EMAIL
Sent to all ticket holders for home games (STH, IGO)
Contains dynamic content
No coding necessary for each game!
One of the highest engaged emails
DETAILS

10. GAMEDAY GUIDE EMAIL
Live score, time, logos are updated in real time
Same NBA API used to drive the website and APP
LIVE SCORE

11. THE PISTONS AQUIRE…

12. THE PISTONS AQUIRE…
BLAKE GRIFFIN

13. THE PISTONS AQUIRE…
BLAKE GRIFFIN
and we had a game that night!

14. GAMEDAY GUIDE EMAIL
NBA API provides real time stats and player photos
Same API used to drive the website and APP
BEFORE, DURING & AFTER

15. GAMEDAY GUIDE EMAIL
Google Maps API provides real time traffic map
Accounts for 27.7% of all clicks
Opens Google Maps with the arena address
LIVE TRAFFIC MAP

16. GAMEDAY GUIDE EMAIL
Apple, Android, Desktop
PISTONS APP DEVICE TARGETING
Displays the next three home games
Generates revenue
UPCOMING HOME GAMES

17. GAMEDAY GUIDE EMAIL
Template with variables
Define the game date and the template does the rest
Generates the email in real time
Works for preseason, regular and post season games
HOW IT’S CONSTRUCTED

18. HOW DOES IT WORK
Generate Image
Send Email Open Email
Data Sources

19. RESULTS
Time Saved per Email 2+ Hours (88+ Hours for the Season)!
47.6% Lift - Mobile Engagement Time
16.4% Lift - Ticket Revenue
14.7% Lift - Clicks
One of The Highest Engaged Emails
Minimized Photo/Logo/Stat Errors
RESULTS vs Static Email

20. IMAGE PERSONALIZATION
Last name on jersey, if available
Limit offensive words %$&!@#*&!
Default value
PERSONALIZATION

21. RESULTS
14.2% Decrease - Unsubscribes
Positive Social Praise
RESULTS

22. DYNAMIC CONTENT
Images are ‘constructed’ at the time of open
We have LOTS of content on Pistons.com
Positive content… some times we loose
Good for web/social = good email
PISTONS.COM

23. DYNAMIC CONTENT
Only coded one email and “cloned” 5 times
Images are updated at the time of open with the newest content
Subject line was updated in each
BUILD/CODE ONCE - SEND MULTIPLE TIMES

24. RESULTS
6.7% Lift - Click to Open Rate
Time Saved
Minimized Photo/Link/Spelling Errors
RESULTS vs Static Emails

25. DYNAMIC CONTENT
Featured items in email are driven by website content
PISTONSLR.COM

26. RESULTS
2.4% Lift – Click Rate
1.7% Lift – Conversion Rate
Time Saved
Minimized Photo/Logo/Stat Errors
RESULTS vs Emails w/o Featured Items

27. TRIGGERED PROSPECTING EMAILS
Event Calendar (Home Games)
Date/Time of Open
Ticket Availability
Name
KNOWN
Recipients Schedule
Preferred Matchup
Date/Time Sent
UNKNOWN

28. RESULTS
7.7% Lift – RSVPs
Reps Can Send Once It’s Enabled!
Games Are Relevant at the Time of Open
RESULTS vs Batch Email

29. RECAP
You can do more in less time and still have engaging emails

30. RECAP
You can do more in less time and still have engaging emails
Small wins are BIG wins

31. RECAP
You can do more in less time and still have engaging emails
Small wins are BIG wins
What would make you open/click/buy?

32. RECAP
What was the final score of the Pistons vs Cavs game shown in the
gameday guide email?

33. RECAP
What was the final score of the Pistons vs Cavs game shown in the
gameday guide email?
125/114

34. GO PISTONS!
Jason Scott
E-Marketing Director
Detroit Pistons