Southampton FC - 'Your Season in Numbers' Ticketing Email

Harnessing data to deliver a personal message to fans

Southampton Football Club tasked us with designing an email that would resonate with each fan individually.

The club’s culture places great emphasis on being ‘in that number’, meaning that everyone from players to staff and fans form part of a family. After a challenging season, the club wanted to thank supporters for their loyalty.

We utilised members’ data to deliver a personalised message. We broke their season down in numbers, from minutes watched to distance travelled and Academy players seen. Information was included about upcoming ticketing dates such as season ticket renewal and pre-season fixtures to inspire future purchases.

The campaign achieved a high success rate with a 48% open rate, 16% click rate and £150,000 of attributable revenue. It also went on to win Dotmailer’s 2018 Dottie Award for ‘Best Use of Data’, earning praise from the judges for engaging and empowering fans.

A close crop of a section of the 'Season in Numbers' email we produced for the Southampton FC ticketing email campaign
A close crop of a section of the 'Season in Numbers' email we produced for the Southampton FC ticketing email campaign
A close crop of a section of the 'Season in Numbers' email we produced for the Southampton FC ticketing email campaign
A close crop of a section of the 'Season in Numbers' email we produced for the Southampton FC ticketing email campaign
A close crop of a section of the 'Season in Numbers' email we produced for the Southampton FC ticketing email campaign
A close crop of a section of the 'Season in Numbers' email we produced for the Southampton FC ticketing email campaign

Related Projects

Like what you see?

Find out more