increases search and e-mail efforts, an online destination for sports fans, is upping its online marketing efforts with a new e-mail program and a new search engine optimization effort.

The new e-mail strategy, which is being done in conjunction with ExactTarget, involves revamping the newsletters and being smarter about how they promote these newsletters.

“We are doing some simple things that we haven’t done in the past, like making it easier for people to sign up for e-mails, and offering the opportunity to sign up during game registration to sign up,” said Emily Fess, online marketing manager at

Recently, 60% of people who signed up to participate in a fantasy football game opted in for e-mail promotions from the site.

The SEO effort, which includes Web analytics, is being done in conjunction with online marketing agency WebsiteBiz. The idea is to drive more sports enthusiasts to the site to engage with the blog, video, the social network and fantasy games. 

“Ultimately, the goal is to get people to sign up for a subscription or an e-mail newsletter, which will support them from a revenue perspective,” said Kyle Bumgardner, director of business development at WebsiteBiz.

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