MLS, New York Red Bulls promote Henry debut with e-mail blast

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Major League Soccer and the New York Red Bulls franchise sent out an e-mail blast August 9 to increase ticket sales for the team's August 11 home match. The game, against Toronto FC, was the home debut of international soccer star Thierry Henry.  

The e-mail blast's content focused on the French soccer star, who recently moved to the US to play for the Red Bulls. Henry, who signed a multiyear contract with the team, is one of the most recognizable athletes in the world.

The e-mail marketing push was created internally.

The MLS' primary goal was to raise awareness for the game, with the hope of that excitement translating into ticket sales, said Marco Liceaga, director of marketing for Major League Soccer and Soccer United Marketing, the league's marketing arm.

The e-mail blasts were sent to both the database members of MLS and the New York Red Bulls.

“If that translates into an increase in the size of our database, that is a positive thing,” said Liceaga.

To measure the campaign's success, Liceaga said the groups will track game attendance. He emphasized that boosting match attendance was the effort's main goal.

“We always monitor attendance, as every league does,” he said.

Liceaga added that MLS and Soccer United Marketing will also monitor sign-ups for its promotional e-mails and the rate at which e-mails are opened.

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