San Diego Chargers: how not to launch an email campaign

Share this content:
AP Photo/Ed Zurga
AP Photo/Ed Zurga

In our July issue, we profiled the National Hockey League (NHL), which used a solution from e-Dialog to sell single tickets to fans that didn't live in their favorite team's city. Detroit expat living in Boston? No problem: when the Red Wings visit the Bruins, you'll get a personalized Red Wings-branded email touting the game.

Cool, right?

And then, in the National Football League (NFL), we have the San Diego Chargers, who sent personalized emails to fans of their division rivals the Kansas City Chiefs offering $10 discounts off ticket sales. Of course the Chargers had to send the deal to an editor at a Chiefs fanblog.

Some thoughts:

1)      The NHL's campaign is league-wide, while the Chargers actively solicited their opponent's fans on their own. Meaning individual hockey teams would be relatively insulated from widespread backlash and ridicule.

2)      It's clear that the Chargers had a database of their opponent's fans. After all, they sent the editor of the fanblog a personalized email hawking the ticket offer.

3)      This is why marketers need some intelligence in their email campaigns. I don't get the sense the Chargers realized they were marketing to their opponent's fans. The images around the emails were clearly designed for Chargers fans, not Chiefs fans.

4)      One word: Geolocation. Because while the Chargers are based in San Diego and the Chiefs are based in Kansas City, the blogger the Chargers targeted is apparently based in Brooklyn.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above