The NBA is using personalized emails and timely content to increase the effectiveness of its email campaigns.
Both click-through and conversation rates increased when the league incorporated dynamic, personalized touches in its email campaigns, including real-time game content, banners, image personalization, and gamification.
- The campaign's success demonstrates the importance of personalization in marketing, particularly as brands seek to leverage first-party data in the absence of third-party cookies.
- The NBA achieved a 42% increase in click-through rates and a 63% increase in conversion rates through personalized email campaigns.
- Some marketers have begun exploring generative AI, such as ChatGPT, to create personalized emails that tap into consumers' interests.
- Personalization at scale has been challenging for marketers, but companies that excel at it generate 40% more revenue than those that do not.
