Case Study: Sun Fantasy Football League doubles digital growth with targeted emails

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The Sun worked with Underwired to increase the engagement and revenue on its Fantasy Football league via an eCRM programme. This case study shows how very simple use of customer knowledge can have a dramatic impact on campaign results. After moving away from a volume-based, ‘one size fits all’ approach to email, The Sun saw a 32% increase in ROI and a 16% increase in Average Transaction Value, which nearly doubled the growth in revenue from digital channels.

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Brand: The Sun | Country: UK | Agency: Underwired | Sector: Media, Digital, Newspapers, Sport | Format: email, eCRM

The fantasy league was already the UK’s biggest league but had a one size fits all, volume-based approach to its campaigns. Charged with improving the ROI we took a good look at the customer data and subsequently introduced a very simple segmentation, separating the two very clearly defined groups of customers.

There were the avid football fans who played the league with a single team which included all the star players of the league; they were playing because they loved football. Then there were customers who had multiple teams who were playing the odds in order to win the £1million prize.

After identifying these groups Underwired adjusted the messaging of the campaigns accordingly: they talked to football fans about football and to the prize chasers about spread betting with technical tips and about running multiple teams.

After moving away from a volume-based, ‘one size fits all’ approach to email, The Sun saw a 32% increase in ROI and a 16% increase in Average Transaction Value, which nearly doubled the growth in revenue from digital channels.

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