Who & what are they?
Worthing FC is a semi-professional football club based at Woodside Road, Worthing, West Sussex, competing in the National League South. The club was established in 1886 and is firmly rooted in its local community. Worthing FC’s current owner is former player George Dowell, who has been at the helm since 2015.
The Goal
To devise and execute a targeted email marketing strategy with the objective of increasing ticket sales for home games and boosting match attendance. By overhauling the club’s email activity, we aimed to provide valuable updates and exciting match promotions to Worthing FC’s audience, and drive ticket purchases for upcoming matches.
What we did
After reviewing the existing email activity, we devised and implemented a new email strategy, which included:
- Optimised design and layout: We developed new email templates in keeping with the club’s brand identity to maintain consistency and ensure fans could instantly recognise and connect with our messaging
- Responsive design: We also ensured emails were built with a mobile-responsive design – incorporating eye-catching visuals, concise content to maximise engagement across devices, and clear calls-to-action (CTAs)
- Audience segmentation: We created tailored messaging relevant to each of our audience segments with a particular focus on increasing attendance from those who have only attended 1 game
- Emails were sent to a targeted group of non-season ticket holders who had previously attended at least one match, creating a focused effort to bring back casual attendees
- Timely and relevant messaging: One of our tactics was to send reminder emails before upcoming matches, with content that emphasised the excitement of the game and the community atmosphere, with a CTA to secure tickets