This week we’re focusing on one of the most critical aspects of football marketing: digital communication and data analysis.
Email Marketing That Hits the Mark
In a crowded digital landscape, a well crafted email can be a powerful tool for direct communication.
Segmentation is Key: Don’t send the same email to everyone. Segment your mailing list by fan type (season ticket holder, casual fan, international supporter) and tailor your message to their interests. For example, a season ticket holder might receive a message about a VIP upgrade, while a casual fan gets a promo for a single match ticket. If someone is an international fan, you’re not going to benefit from trying to sell them a Season Ticket.
Personalise the Content: Use a fan’s name and reference their previous purchases or interactions with the club. Personalised emails have a higher open and click through rate.
Clear Call to Action: Every email should have a clear purpose. Are you trying to sell tickets? Promote a new podcast? Share a news story? Make sure the call to action button is prominent and easy to find.
Leveraging Fan Data for Growth
Data isn’t just about numbers, it’s about understanding people. Using fan data ethically can help a club build a stronger and more loyal fanbase.
Identify Fan Behaviour: Analyse online behaviour to see what content fans are engaging with. Do they prefer video highlights or in depth articles? This tells you what content to produce more of.
Optimise Matchday Experience: Use data from ticketing and stadium entry to understand crowd flow and identify bottlenecks. This can help you improve the fan experience on matchday.
Find New Supporters: Use fan data to create targeted ad campaigns on social media, reaching new audiences who share similar interests and demographics with your existing fanbase.
Building an Integrated Strategy
The most effective marketing campaigns are not siloed, they work together.
Cross Platform Promotion: Use your newsletter to promote your social media channels, and vice-versa. Your podcast can be promoted in an email, with a clip shared on Instagram.
One Voice: Ensure the club’s tone and message are consistent across all platforms. A cohesive brand identity builds trust and recognition.
