Leicestershire County Cricket Club increase email data by 69%, engaging with 61% of fans by email on a regular basis
Monday December 8, 2014
Acting on a piece of business analysis conducted in 2013, Leicestershire County Cricket Club has since improved the quality and quantity of their fan data, which has led to a fantastic level of success in just 8 months. The database has grown 21% with email address collection up 69%.
The impact of this has been extremely positive, even at this relatively early stage of their ‘CRM project’. Email open rates frequently exceed 30%, compared to an industry average of 22%, and a huge 61% of the fans on their database engage with the club via email on a regular basis.
LCCC Marketing Manager, Jasmine Chauhan reflected “We are absolutely thrilled with the progress we have made so far and the direct results seen from this new approach.”
Leicestershire CCC utilise a single platform solution from Green 4 which includes ticketing, CRM, e-marketing, membership management and hospitality sales capabilities.
In order to ‘activate’ the technology at hand, LCCC draw upon the skills of CRM & Data agency, 4Sight Sport & Leisure, experts in sports CRM. 4Sight work closely with the marketing team at LCCC to give them detailed insight from their data, making actions on those insights by creating data-driven marketing initiatives. LCCC and 4Sight have established a comprehensive marketing strategy and have already begun to see superb results from this approach.
Jasmine Chauhan added "We're confident that we've selected the right technology partner in Green 4, and the guys at 4Sight have been the perfect extension to our marketing team!"