8 - How to Grow Your Email Database During the Offseason

6 snips

Apr 20, 2023

In this discussion, Jeremy, an expert in sports marketing, dives into the often-overlooked opportunity of growing email databases during the off-season. He highlights the pitfalls of only focusing on in-season growth, which can lead to fan burnout. Jeremy shares actionable strategies like using contests and events to capture emails effectively. He stresses the importance of clean data collection through QR codes and setting clear goals for off-season growth, ultimately leading to enhanced ticket sales when the season kicks off.

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INSIGHT

Season Drives Largest Email Growth

The email database grows largest during the season due to ticket buyers and merchandise customers.
This period is when marketing dollars are heavily invested to maximize ticket sales.

INSIGHT

In-Season Only Email Growth Risks

Relying solely on in-season email growth can lead to audience burnout from repetitive ticket sale emails.
This causes declining open and click-through rates as the season progresses.

ADVICE

Grow Emails Off-Season

Focus on growing your email list during the off-season to boost revenue during the season.
Single-game buyers spend more per event, making them valuable targets for early marketing.

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In this episode, Jeremy discusses the importance of growing your email database during the off-season. While the in-season is a prime time for email list growth, teams often neglect the off-season, leading to burnout and decreased engagement from single game buyers.

Jeremy emphasizes the value of a large and convertible email list, as well as the opportunities for growth during the off-season. He provides tips on best practices for email capturing and suggests leveraging contests, events, and merchandise sales to grow the database. Jeremy concludes by encouraging teams to set goals for off-season database growth.

Often times teams ONLY focus on growing during the season through ticket sales opportunities and merchandise sales. Often times single-game buyer lists are burned out as they receive a ton of "upcoming promotions or buy tickets now" emails.

Takeaways

Having a consistent strategy to grow your email list in the off-season introduces more fans to your marketing, which leads to more ticket sales.
Set a process for collecting email addresses and ensure clean data by using QR codes and online forms.
Explore different opportunities during the off-season, such as contests, events, and merchandise sales, to grow your email database.
Set a goal for off-season database growth to make selling more tickets during the season easier.

Sound Bites

Chapters

00:00 - Introduction

00:40 - Growing Email Database During the Season

01:38 - Challenges of In-Season Email Marketing

03:04 - Benefits of a Large and Convertible Email List

04:03 - Best Practices for Email Capturing

04:58 - Opportunities for Off-Season Database Growth

06:24 - Setting Goals for Off-Season Database Growth

The majority of the offseason is ticket plan selling, promotions/marketing planning, budgeting, and sponsorship renewal. I encourage teams to make a plan to grow your database during the offseason so that selling during the season is easier.

Listen in to learn a few tactics to grow the list during the offseason so that you can sell more tickets during the season.

Subscribe today and learn how to grow your fan base and sell more tickets more efficiently.

Subscribe today and learn how to grow your fan base and sell more tickets more efficiently.

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