Blues score with premier email marketing

Premier League new boys find target by integrating email management technology with existing CRM system

Birmingham City Football Club, who will soon rejoin the Premier League, has expanded its e-marketing and enhanced relationship marketing strategies by integrating email management technology with their existing CRM system.

Performed with the help of IT the help of IT supplier Communicator Corp who already manages its email communication, the football club believes that it now has an online platform that represents the voice of the club which delivers greater online accessibility and engagement with their fans.

The combined systems communicate targeted messages and newsletters to fans and then guide them to the club’s online portals for information, offers, merchandise and ticket sales. Email communications use rich content such as videos and interviews embedded into the emails enabling users to click through and visit the BCFC website, the Birmingham City FC site. This new approach has seen click through rates rise by a factor of 4.

Amongst the wide range of email content are, updates from managers and players, opinion pieces and exclusive video footage. The club prides itself on fan interaction and so provides frequent fan surveys such as goal or player of the month, polls to decide the opening music to matches and a chance to input on club direction. Fans are also thanked, by email, for attending particular games; with the added benefit of exclusive post match content. This two way communication allows the club to build strong individual relationships with fans.

For the 2009/2100 season, new platform will provide the club with considerable behavioural data on different types of fans allowing emails to be segmented, modelled and tailored to the differing needs of each group. By this means, emails will be specifically targeted to season ticket holders, away supporters or corporate sponsors for example. Full preference management empowers fans to control and define the online relationship they have with the club including what kind of messages they wish to receive and how often they receive them.

Karen Brady, Managing Director of Birmingham City Football Club believes that the combined email strategy is a real result for the fans noting, “Communicating with the fans is always at the forefront of our minds and over the last season we are doing this more effectively and efficiently.”


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