Email Marketing For The BNP Paribas Open

The BNP Paribas Open has continuously trusted MVT as their digital agency of record for 15+ years thanks to our ability to deliver innovative, reliable, and creative communication solutions to meet the demands of one of the biggest global tennis tournaments in the world.

As the largest combined ATP Masters and WTA 1000 event in the world, the BNP Paribas Open in Indian Wells, CA is a crown jewel of the tennis calendar. When an event only occupies two physical weeks on the calendar, keeping a year-round fan audience engaged and informed can be difficult, especially when the tournament attracts an international audience of hundreds and thousands of tennis fans from around the world.

MVT embraced this challenge and got down to what we do best: creating and delivering strategic compelling content that drives revenue, engagement and value for our clients.

MVT built and delivered a year-round newsletter service for the BNP Paribas Open that serves as an incredibly effective communication tool for both in-tournament and offseason communications. With all newsletter content written and sourced by our agency, the email marketing platform has grown into a dynamic way for the tournament to stay current during the off-season months with communication including key tournament updates, exclusive ticket sales/offers, and original tennis news recaps and features.

The Tennis Paradise newsletter then morphs into a key component of the event’s digital strategy during the tournament, as nightly newsletters are drafted by MVT to serve as a daily recap and summation of each day of action in Indian Wells.

In the three months leading up to and during the 2023 BNP Paribas Open, newsletters alone generated over $2.2 Million USD in ticket sales for the event directly coming through the email database. MVT’s newsletter vision of pairing relevant off-season communication with in-tournament daily recaps has allowed the BNP Paribas Open to champion email marketing as one of their most effective ways of driving revenue and generating year-round interest in the tournament.

The newsletter has grown to reach an audience of nearly 250,000 subscribers as of Fall 2023, with an average email open rate exceeding 53% and a click rate at 5.4%, both of which exceed industry newsletter averages.