FA email marketing report 2011
13 Jul 2011
The FA Email Marketing Study aims to shed light on how football clubs are using digital marketing to cement fan loyalty, increase revenue from branded merchandise and provide platforms for their sponsors to reach out to their fan base.
Given the potential size of the global market for Premier League clubs, there is clearly potential to increase list size. At the moment, clubs are primarily building lists on the back of website registrations, where visitors have the option to add one or more email subscriptions as they sign up. These lists are, however, rarely heavily promoted outside the registration process.
In particular, casual or unregistered visitors commonly receive no indication at all that such lists might even exist. This stands in contrast to, for example, Facebook pages and Twitter accounts, which are regularly promoted on a club’s home or splash page.
Understanding the true value to the club of an email address is a challenge, but an important one. Only then can clubs make better judgments on how much to invest into list building, for example by using more website space to promote their email lists.
This study reveals how brands that are fortunate enough to have fans, rather than just customers, are using digital marketing to transform existing relationships with their followers to reach their sales goals.
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