Southampton Football Club – Email Append

 

The Client

Southampton Football Club is an English Football Association club currently playing its games in the English Premier League. Founded in 1885 on the banks of the river in Southampton the last 128 years have seen numerous developments. In 2001 the club moved to the purpose built state of the art St Mary’s stadium developing systems and solutions to support the future growth of the football club.

The Challenge

Data is key to the commercial goals of the club. Due to the size, nature and various collection methods of information not all supporter records are as the club would like. One of the key missing elements for the data being email address, could this be rectified?

Solution

In order to fully understand the issues within the existing database CCR suggested auditing of this data. The auditing provided initial reports as to field populations and variable quality.

Any records without a valid email address were then matched to the Email Append file. A match rate was then counted to ascertain the number of new emails which could be appended to the data. The Email Append file is collated and managed by CCR’s partner Direct Data Services (DDS) and contains over 46m third party opt in email addresses. This data is collected via various means such as; lifestyle questionnaires, transactional websites and online competition entries.

In order to comply with the Privacy and Electronic Communications Act 2003 and the Direct Marketing Association best practice guidelines 2007 an opt-out broadcast is created, managed and dispatched by DDS on behalf of Southampton Football Club. This provides each individual the opportunity to remove themselves from any direct email communication from the football club. Any opt-outs and undeliverable email addresses where then removed and all useable data supplied directly to Southampton Football Club.

Results

Over 30% of records not containing an email address were matched to the Email Append file.

The opt-out broadcast showed an open rate of over 35% with only 1% of people choosing to opt-out.

Conclusion

By engaging with CCR, Southampton Football Club have been able to access the unique compiled Email Append data source from DDS and more importantly reach a wider audience of supporters via email. These supporters can now be kept up to date with all of the latest news, match updates and ticketing information.

 “By using CCR we have been able to access a very powerful dataset; our integrated marketing campaigns now have a greater reach and results have already shown to be a huge success.”

Marketing, Southampton Football Club