GAME CHANGERS: Targeted Mailing

GAME CHANGERS is a series of articles in which TISA presents its most cutting-edge solutions for sports entities to reach a new level of digital transformation.

As technology continues to evolve, it has become increasingly important for football clubs to keep up with the latest innovations in order to improve their performance and stay ahead of the competition. 

In this series, we will be exploring a range of innovative digital solutions that are helping football clubs to achieve their goals, both on and off the pitch.

From improving fan engagement to streamlining operations and boosting performance, these solutions are transforming the way that football clubs do business. So whether you’re a fan, a club owner, or simply interested in the future of digital technology in football, you’re sure to find something of interest in this series.

Targeted Mailing

Imagine you are the owner of the league collecting tons of data about your users. These users are, obviously, the fans of your member clubs. Even though you have plenty of news you would like to share with all of them, some of the information would make more sense only if targeted to the right group of consumers. This is simple – we call it fan segmentation. 

This is also exactly what Ekstraklasa does, thanks to TISA’s innovative products. They collect information about the users’ favourite clubs so that they can later send them Targeted Mailing from the same CIAM tool. Sounds cool? Check what other benefits it brings.

What is Targeted Mailing?

​​TISA is proud to introduce Targeted Mailing – a powerful function designed to enhance the fan experience by sending personalised messages to the chosen segment of your users. It is connected with the SSO & CIAM tool and Fan Accounts to make the whole process smooth and easy to manage from one single place.

With Targeted Mailing, you can segment your audience based on specific criteria such as their interests, location, past purchases, and more. This powerful feature enables you to send tailored messages that resonate with your users, leading to higher engagement and conversion rates.

Additionally, Targeted Mailing can help you build stronger relationships with your customers by sending them relevant and timely information that meets their needs. With the ability to track and measure your campaigns, you can refine your messaging and improve your overall marketing strategy. Trustworthy CIAM tools offer this functionality to help businesses unlock the full potential of their user data and drive success.

Discover the power of Targeted Mailing:

• Segment your fans based on first-party data;
• Send supporters personalised messages adjusted to their interests;
• Boost your Gen Z engagement by encouraging them to take part in trivia games, polls, and surveys;
• Attract sponsors by allowing them to create an email campaign;
• Integrate your mailing with third-party providers if needed;
• Let your fans share more data with you to give them a better experience of the content you create;
• Give your organisation a huge opportunity to grow revenue with this module.

With Targeted Mailing, communication with the members of your community will become better than it has ever been before. Get ready to elevate your fans’ experience!

Sports Clubs’ Strategies for Targeted Mailing

Sports organisations, such as football leagues or clubs, have numerous options for utilising Targeted Mailing to meet their specific goals. Here are some potential strategies to consider:

Targeted Mailing on Match Days

• Increase revenue and attract sponsors by sending personalised mail messages to the chosen segment of users;
• Notify fans about the possibility of following the game in your Match Studio or checking the official statistics just after the game finishes;
• Enhance fan engagement with the opportunity to place bets on the club’s win, made possible through a partnership with a bookmaker;
• Remind fans it is the last chance for them to pursue the ticket for the game.

Targeted Mailing off Match Days 

• Retain season ticket holders by sending personalised messages and offers;
• Promote merchandise sales to fans by sending personalised promotions based on demographic and psychographic data;
• Boost ticket sales for popular matches by promoting them to fans who have attended similar fixtures;
• Increase revenue by targeting businesses for corporate hospitality packages;
• Gather fan feedback through targeted surveys to improve the matchday experience and engagement.

Mailing is important to every generation

Email marketing is a game-changer for businesses seeking to reach every generation, from baby boomers to Gen Z.

HubSpot’s recent study revealed that 73% of baby boomers use email every day, making it their preferred communication channel. 

Additionally, 59% of baby boomers have made a purchase after receiving an email, making it a highly effective marketing tool. 

For Generation X, email is also a popular communication channel, with 65% of them checking their email multiple times a day. According to Litmus, email marketing has a median ROI of 42:1, which is higher than any other marketing channel. 

Millennials, who are now the most powerful generation, check their email on average 20 times a day, making it a highly effective way to reach them. 

Gen Z, who are known for their digital savviness, also use email as a communication channel, with 81% of them checking their email at least once a day. 

These statistics prove that email marketing is a crucial strategy for businesses to reach all generations effectively.

Revenue expansion ideas

Looking to boost your sports club or league’s revenue? Targeted Mailing is the perfect tool for you! Here are four ways you can use it to increase your profits:

• Sponsored Content: Feature relevant sponsors in your emails and charge them a fee for exposure to your audience.
• Ticket Sales: Promote upcoming games and events to your registered customers via email to increase ticket sales.
• Merchandise Sales: Showcase team merchandise and incentivize customers to purchase through limited-time offers or discount codes.
• Membership Upgrades: Offer customers exclusive membership upgrades, such as VIP experiences or early access to game tickets, and generate additional revenue through Targeted Mailing.

What’s the best strategy for you?

There is no unique answer to such a question! Each sports club, league or federation is different. All over the world, we have different communities with different backgrounds, emotions, habits, financial resources and willingness to pay for digital assets. 

We suggest organising a meeting to discuss various strategies that can meet your needs and expectations. We have over 100 sponsor activation ideas – Targeted Mailing being one of the tools to achieve it.

If you would like to know more about what TISA can offer you, check our website or contact us directly. We will be happy to discuss your case!