Cord-Cutters: Email in a Bottle
Jennifer Matthews, Sr. Director of Marketing for Monumental Sports Network (MSN), is responsible for building awareness and growing subscribers for the MSN content bundle of streaming live and on-demand DMV-regional sports and original shows. It’s like Netflix for regional sports fans, plus exclusive live coverage. While MSN does plenty of paid marketing, the low hanging fruit is leveraging an email database of subscribers and non-subscribers.
Jennifer’s hypothesis is there’s opportunity in targeting millennial cord-cutters (a segment adopting niche streaming bundles), including those unaware of MSN brands. In a reality of low open rates, should emails look like a TV Guide, or is that too much? The question is, how should an email campaign be designed?