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What if from today you had to spend 200€ per day to have the same visibility on Instagram?

Your social media followers are an indicator of your community, this is true. But it’s also true that you don’t control or own them, it’s quite the opposite. What do we do as clubs or professional players, then?

We can control the relationship with our fans if we establish a permission channel, for instance, email. An opportunity to create and nurture personal and profitable relationships on email. A chance to ask for attention in exchange of relevant value.

From a strategic perspective, we should ask the following questions first:

  1. What is our goal?
  2. Can it be measured?
  3. What is the cost of bringing, once, a client to our web?
  4. What is the return of having that customer?
  5. If works, can we scale it?

From a tactical point of view, here are some personal learnings:

  • Test your campaign design always from your smartphone first, most emails are open on mobile and aren’t adapted to it.
  • Make it personal calling each person by her name and sending every email under the name of someone in the team.
  • Big typography size is key for good readibility on smartphone.
  • Put your logo at least once, we surprisingly forget to do that. The left-top position is a good spot to help users remember it.
  • One email, one goal, one action. Emails aren’t your second website, they have to aim an specific goal through an specific action from the user.

Social media can be very powerful to attract people into the funnel and email marketing to start close and profitable relationships for both sides.

If we have 10,000 subscribers in our email community and each one pays only 50€ per year, that’s 500,000€ per season. How does that sound?

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