A big congratulations is in order to Derby County Football Club.
On the field the side are pushing for promotion to the Premier League, but the marketing department at the club has already won a trophy this season – the “Best Digital Content and Audience Growth” accolade at the 2014 Football League Awards!
Derby’s marketing department has used the e-shot™ platform for their email marketing since 2011, and this was one of the factors in their recognition at the ceremony.
Their September “Return of the Mac” campaign was designed to encourage fans to back the new manager Steve McClaren after the sacking of popular boss Nigel Clough.
The strategy was delivered across all channels, from social media to email to their website, and you can view the message sent with e-shot™ below.
Derby’s campaign had a huge impact; the email achieved a 21.66% open rate, while the club increased the number of unique visitors per month to dcfc.co.uk to over 200,000 and improved social conversion rates to nearly 25%.
Overall during their time using e-shot™ Derby have grown their contacts list by almost 300% – which is truly exceptional – while their average open rate has also reached 22.32%, well exceeding the sports industry average.
After winning the award the club’s Multi-Media Editor Matt Reeder said, “We saw the opportunity with Steve’s appointment to re-engage with the fans and built the ‘Return of the Mac’ strapline which came from Faye Nixon in our marketing department. We worked on the whole concept and also looked at how we could re-engage with our fans across all platforms – RamsPlayer, the website, Twitter, YouTube.”
Click here to read a complete case study on Derby’s use of the e-shot™ system.