Email Flows for NESN360

NESN 360 is a streaming service offering live sports and on-demand content, focusing on New England sports teams like the Red Sox and Bruins. Subscribers get access to live game broadcasts, exclusive shows, and behind-the-scenes content.

NESN just launched a new app and moved to a new CRM platform, Braze. They needed someone to come in and set up their email marketing from the ground up. It required full strategical and operational support. I have worked with NESN for 2 years.

My approach was to provide the most personalized to every user, and to attack it from the segmentation and content site.

The first step was to map out the user journey, analyze the drop-off rates and understand where are the biggest opportunities to start. A few examples of flows that turned out to be the priority are:

Drop-off flow for users who start, but don't complete the registration

Winback flow for users who churn from their subscription

Cancellation offer flow for users who cancel their subscription

Execution of flows wad done through Braze canvas, including A/B testing copy, creative, different channels like email, push, in-app, timing and more.

Lastly, weekly reporting and planning meets were important to present flow results, data-driven insights and recommend improvements and next steps to the client.

35% increase in subscriber conversion rate through a new upsell strategy

14% increase in overall weekly playbacks through multichannel live and VOD content library promotion

30% increase in live game viewership by utilizing pre-during-post game push notifications

43% decrease in day-7 subscription cancellation through a personalized onboarding flow. Day-7 was identified as a cancellation peak day.

IP Warm-up to 800k daily email volume

Coding of master template for Email and In-apps

Ad hoc and lifecycle campaign strategy + execution

A/B testing

Weekly, Quarterly reporting

Email deliverability maintenance