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Insights - Q2 2005

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Paciolan’s College Clients Use PACMail to Boost Football Renewal Campaigns

College Football Renewal PACMail Program
This season, Paciolan offered PACMail design and delivery assistance to clients promoting online football season ticket renewals in order to drive sales amongst their most profitable fans–season ticket holders. Sixteen clients took advantage of this program and participated in this closely-managed effort to successfully sell season renewals for the 2005 football season.

Program Details
To drive the effort, clients provided digital photographs and content to Paciolan. A graphically-rich layout was then produced for client approval. Once approved, the PACMail was built, tested and sent to their season ticket holders.

Steps Taken

Typically, three PACMails were sent to promote the football season renewals:

Announce the commencement of the football season.
Issue a reminder to fans to renew.
Send a final reminder to fans hours before the season renewal deadline.

Promotional and incentive offers were often included in these PACMails to help drive online renewals. Paciolan recommended sending these PACMails to get as many fans to renew online before mailing costly paper applications.

With PACMail’s integration with the ticketing system, clients were able to easily target fans who have not renewed at any point in time. Prior to using PACMail, clients relied largely on unattractive, stand alone bulk-mail to promote season renewals which led to lower online renewal rates.

Program Success

Using PACMail’s robust features, clients were able to:

Issue attractive emails to their fans
Tie trackable incentives to the offer

Most of Paciolan’s athletics clients participating in the PACMail program issued football season renewals between February 28th and May 31st. On average, PACMails’ open rates approached 50%.

Among Paciolan’s most successful clients was the University of Michigan. During their renewal campaign, Michigan sent three PACMails combining graphic rich HTML emails with eVenue’s best practices (for example, Internet early, online incentives including a chance to win trip packages, home game tickets, etc.). Through their stellar campaign, Michigan drove over 68% of their public football fans to renew online this season.

Future Plans

Paciolan is currently offering this program again for this season’s football single ticket sales and basketball season renewals. For more details, please contact your Client Partner.