Pawtucket Red Sox Uses Personalized URLs to Boost Ticket Sales

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Added:	4-4-08
Updated:	7-2-08

The Pawtucket Red Sox, a minor league baseball team, wanted to increase the number of tickets sold per person in 2007 over the number sold in the 2006 season. Using a direct mail campaign with a personalized URL response device, the team met its objective. Almost 4% of the recipients visited their personalized URLs, and 36.5% of those who went to the personalized URL bought tickets.
Published 2008

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Client Pawtucket Red Sox http://www.pawsox.com	The Pawtucket Red Sox is a minor league baseball team located in Pawtucket, Rhode Island.
Service Provider Mercury Print and Mail http://www.mpmri.com	Founded in 1953, Mercury Print & Mail provides a one-stop integrated marketing solution. Offering everything for a direct marketing program all in one place, from data services, laser imaging, offset printing, binding and finishing.
Agency Mercury Print and Mail http://www.mpmri.com	Founded in 1953, Mercury Print & Mail provides a one-stop integrated marketing solution. Offering everything for a direct marketing program all in one place, from data services, laser imaging, offset printing, binding and finishing.
Hardware	Canon ImageRunner 7110 VP
Software	MindFireInc LookWho'sClicking
Target Audience	People who had purchased at least two tickets the previous season
Distribution	15,300, one time
Date	Apr-07
No. of Pages	4

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