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Finish Line leveraged Movable Ink's Agile Email Marketing platform to send geo-targeted and rules-based offers tailored to each recipient’s location at the moment of open. For example, if an email was opened in Michigan, or within a 100 mile radius of Ann Arbor, the recipient saw Wolverines merchandise. The same applied to Syracuse, Wichita State, and Louisville. If the recipient was out of state or out of the 100 mile radius, they saw a default email promoting all four schools. No pre-send analysis or segmentation was necessary, since the content was personalized in real-time.
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Each year, Finish Line runs an email marketing campaign to promote the merchandise of the "Final Four" teams in the NCAA Men's Division 1 Basketball Championship (also known as "March Madness").