Palace Sports & Entertainment in partnership with N.Y.-based email marketing and software services firm Movable Ink has turned what had been a "static pregame email into what it now touts as a real-time, dynamic second-screen experience" for Pistons fans, according to Erik Wander of ADWEEK. Team Owner Tom Gores launched the new game-day email, the Interactive Gameday Guide, earlier this season with the aim of "improving fan experience and engagement before, during and after games." Using Movable Ink helps "create emails that can be updated in real time after they're sent." The email "goes out to ticket holders a couple hours before tip-off." It then "updates every time a recipient opens or reloads it." Before the game, the email "shows team matchups, records, stats and info about attending the game." During a game, it shows "live scores and stats for all 10 players on the floor at any given point," and when the matchup is over, it "displays the final box score." The email also features a "live traffic map to help fans find the optimal route in and out of the arena," something PSE is "rolling out for concertgoers thanks to its success." Wander noted PSE tracked the emails over a six-game stretch "just after it launched the campaign." PSE eMarketing Manager Jason Scott described the results as "pretty significant pretty quick." These included an 18% increase in click-through rate, a 45% increase in engagement time and a 49% increase in "mobile engagement compared with its previous pregame emails" (ADWEEK.com, 4/6).
