Milwaukee Bucks engage fans with dynamic content and build stronger connections

Engaging a sports fanbase in today’s fast-paced digital world requires more than just great plays on the court. It demands innovative strategies that bring fans closer to the action—and the brand. The Milwaukee Bucks have set the standard by leveraging dynamic content to deliver personalized experiences that resonate deeply with their fanbase.

In a recent webinar, Stensul explored how the Bucks transformed their email marketing approach to build stronger connections with their fans. Here’s a recap of the key highlights and lessons you can apply to your own marketing efforts.

The challenge: Encourage fan engagement

Sports teams face unique challenges when it comes to fan engagement. With a diverse audience ranging from die-hard season ticket holders to casual supporters, delivering content that appeals to everyone can feel like a daunting task. On top of that, the need to stay relevant in-season and in the off-season requires a steady stream of compelling content.

As a business, the Bucks saw increasing demands on its email marketing operations. As the organization looked to accelerate the growth of its fanbase and develop revenue-generating opportunities beyond the court, “email volume took off,” said Justin Price, Email Marketing Manager at the Milwaukee Bucks.

“Supporting every line of business was the aim, but available time to produce emails dwindled substantially.”

For the Milwaukee Bucks, these challenges presented an opportunity to innovate. The team recognized the power of dynamic content to create personalized, timely communications that keep fans excited and engaged year-round.

The solution: Dynamic content at scale

Dynamic content allows marketers to tailor messages based on individual preferences, behaviors, and engagement history. It can look different for every brand and every audience base, naturally.

For the Bucks, this meant delivering:

• Game-day emails: Personalized updates featuring ticket information, game highlights, and exclusive content.
• Merchandise promotions: Tailored recommendations based on purchase history or fan preferences.
• Community engagement initiatives: Stories and opportunities that resonate with fans who value the Bucks’ local impact.

By integrating Stensul’s email creation platform with their existing tech stack, the Bucks streamlined their email creation process, enabling their marketing team to:

• Produce on-brand emails—fast: Reduce the time spent on email creation from days to hours.
• Maintain creative excellence: Ensure every email aligns with the team’s brand identity.
• Leverage data effectively: Use fan insights to craft content that feels personal and meaningful.

“The Bucks’ email team has been able to think more strategically about the organization’s non-ticket-related marketing efforts, from lead generation to brand building, thanks to Stensul.” – Justin Price Email Marketing Manager Milwaukee Bucks

The results

The Milwaukee Bucks’ approach to dynamic content via Stensul has delivered impressive results, including:

• Increased fan engagement: Tailored emails lead to higher open rates, click-through rates, and overall fan interaction.
• Strong brand loyalty: Personalized communications foster a deeper emotional connection with fans.
• Efficient marketing operations: Streamlined processes allow the team to focus on creativity and strategy rather than execution.

To meet the rising demand for more and better-performing emails, the Bucks made Stensul the center of their email creation process. Doing so cut creation time by 50% while giving non-technical personnel the ability to produce top-notch emails. As a result Price and his team produced 36% more non-requested email campaigns to help improve revenue from ticket sales and Bucks-branded merchandise, among other sources.

Do you want more insights into the Milwaukee Bucks’ success with Stensul? Access our free case study.

Key takeaways for marketers

Here are some actionable insights from the Milwaukee Bucks’ success:

• Understand your audience: Use data to segment your audience and identify what matters most to different groups.
• Embrace dynamic content: Personalized messaging is more effective than a one-size-fits-all approach.
• Streamline your workflow: Tools like Stensul can simplify the email creation process, allowing you to focus on creating impactful campaigns.
• Measure and optimize: Continuously analyze your results to refine your strategy and achieve even greater success.

Watch now on-demand

Are you curious about how the Milwaukee Bucks brought this strategy to life? Watch the full webinar on-demand to hear directly from their marketing team and see how you can apply similar tactics to your own campaigns. Our friends from Movable Ink are on it, too.

Access the webinar now.

Dynamic content isn’t just a trend—it’s the key to building lasting relationships with your audience. Whether you’re in sports, retail, or any other industry, the lessons from the Milwaukee Bucks can help you create unforgettable experiences for your customers.