How often does the NHL send communications to fans?
Ray: NHL’s email list includes nearly one million fans. There are 62 versions of the weekly newsletter sent each Thursday. We began sending targeted newsletters in the fall. This lets us send each person specific information about their favorite team, depending on where they live. The newsletter is very editorial-focused with top headlines and player schedules and stats, but it does include ad placements. We send targeted email campaigns daily, but not to all fans. It depends on the campaign’s goals. Take, for example, the Ticket on Sale campaign targeted to displaced fans — those who live outside their favorite team’s home market. About 60% of our fans are displaced. The Ticket on Sale campaign is when all the single game tickets go on sale for every arena and team. We send a specific message to the displaced fan about when their favorite team will come to where they live. It has been one of our most successful campaigns. OMD: What is the NHL’s biggest challenge in reaching fans thro
