|ExactTarget announced today that Churchill Downs Incorporated (CDI), owner and operator of the Churchill Downs racetrack as well as five other racecourses and 10 off-track betting parlors, is using ExactTarget Connect email marketing software to help fill its grandstands. |
'There is intense competition for the entertainment dollar, and in some of our markets we are vying not only against other sports and entertainment options but also against casinos and riverboats,” said Mark Midland, Vice President of Marketing for Churchill Downs Incorporated. “ExactTarget is helping us connect with our customers, keep them interested in what’s happening in the world of racing in general and our facilities in particular, and increase both the frequency of visits and patron retention.”
Working from a database of more than 75,000 opt-in email addresses, Midland and his staff prepare and deliver several e-newsletters to each fan every month during the live racing season. Each email contains a variety of racing news and promotions such as track giveaways and special admissions days.
Regular emails also are sent to 25,000 members of the Twin Spires Club, a customer loyalty program that rewards participants for activities such as track or OTB attendance, wagering, and merchandise purchases. One recent email to Twin Spires Club members offering 100,000 points for selecting the Trifecta in the Belmont Stakes generated 3,000 responses within 24 hours, while a survey worth 400 points produced more than 2,000 profiles of members’ attendance, wagering and leisure spending patterns.