Talk about a potentially winning segmentation strategy. Kelly Briggs of the NHL's Dallas Stars said email language is different for season ticket holders from general fans.
The season
ticket holders expect a "level of exclusivity" and rightfully Briggs say they get it. The general fanbase gets messages with insider-type content that is more general.
So, what's on deck -- a
baseball metaphor in a hockey story, whoa -- for next season. Briggs wants a program that splices lists further within the season ticket holder base, so those buying all home games might get different
content from those buying a select packages.
advertisement
advertisement