Abstract
Permission-based e-mail marketing programs featuring electronic newsletters have become a key element of the sport promotion landscape. Unfortunately, however, little information is available to guide sport or event marketers in the development of an e-newsletter program. To fill this gap, this study examines whether individuals with a high versus low level of attitudinal loyalty to a university athletic program differ in their interest in receiving an electronic newsletter from the athletic department and their preferences for specific e-newsletter options. Study participants, students at a Midwestern US university, were classified into loyalty groups and evaluated conjoint profiles for a hypothetical athletic program newsletter described in terms of four factors: e-newsletter frequency, information (teams/sports) covered, type of content provided, and content location. The findings indicated that interest in receiving the e-newsletter and preferences for the study factors differed by loyalty group; and in a manner consistent with the permission marketing and sport loyalty research literature.
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