Email Applied: How to Use Segmentation to Increase Email Relevance

• Geography: The National Hockey League (NHL) knows that ties to a favorite team develop early and run deep. As a result, the league's email registration asks for favorite team as well as ZIP code. It asks for ZIP code because someone may be a Boston Bruins fan who now resides in Los Angeles. A Bruins fan in Boston receives all the local event emails, including imagery of the team, favorite players and colors, while a Bruins' fan residing in L.A. receives emails about local events only when the Bruins are playing in L.A. The NHL believes this segmentation strategy has increased single-game ticket sales by 31 percent.