It’s advantage VerticalResponse.
The Tennis Channel, a 24-hour network dedicated to the sport, hit up the San Francisco company to serve its e-mail marketing efforts.
“A lot of TV stations do this, but it really works for the Tennis Channel because they have serious fans,” said Janine Popick, CEO of VerticalResponse. “This demographic is going to be more responsive to an e-mail marketing campaign.”
The Tennis Channel uses VerticalResponse’s online tool to create, deliver and track its recurring e-mail newsletter, which gives fans tips on tennis, travel, health and fitness.
The channel’s interactive Web site for fans at www.thetennischannel.com includes statistics on players, trivia games and message boards. Visitors can opt in to receive colorful e-mails sent to TV viewers and online visitors.
The recently launched network is the most concentrated tennis network on television, broadcasting 43 of the world’s top 50 tournaments. It is a hybrid that combines live sports with lifestyle programming.
The channel’s tournament telecast rights include singles and doubles matches from the U.S. Open series, ATP Masters series and the Sony Ericsson WTA Tour. It also covers the Davis Cup, Federation Cup and Hopman Cup.
VerticalResponse uses best practices to increase deliverability and ensure that the people being sent the e-mails are getting them.
“Fanatical people tend to click and open at a higher rate,” Ms. Popick said of serious fans.