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Segmenting your fans: Personalisation that enhances your relationship with fans.

Personalised email sent to fans under "Loyalty Registration" segment.

Segmentation, in an analogy, is like grouping students in a classroom by their learning styles and interests, enabling the teacher to tailor lessons that best engage each group. Similarly, in the sports industry, segmentation allows rights holders to create personalised experiences for different fan groups, enhancing engagement and building stronger relationships. Segmentation can be done based on factors such as:

  • Demographic data ( Age, Gender, Occupation, Income level, etc.)

  • Behavioural data ( Web and app activity, digital participation, engagement metrics, content preference, etc.)

  • Transactional data (Purchase history, buying patterns, spending frequency, purchase source, etc.).

With the availability of more comprehensive zero party and first party data, rights holders are now empowered to better understand their fan base. This presents an opportunity to build nuanced segments that connect with specific fan groups through targeted messaging. 

Although the traditional one-size-fits-all marketing approach provides ease and efficiency, it fails to build long-term relationships with fans. Sports fans are diverse, and are driven by unique motivations for following their favourite teams. Personalised messaging bridges the gap between fans and clubs by speaking to individuals in the way they prefer. This puts rights holders in the driving seat to build stronger relationships with fans and optimises your return on marketing spend.

Why Segmentation is Essential in the Sports & Live Events Industry?

  • Ineffective Communication: Sending the same marketing message to both active and passive fans dilutes its impact, leading to disengagement among both groups.

Example: Active fans may find generic messages irrelevant, while passive fans might miss out on content that could convert them into more engaged supporters.

  • Low Conversion Rate: With only 10% of the fanbase spending money on the club each year, broad marketing strategies fail to tap into the potential of the remaining 90%.

Impact: This shows a huge untapped market that could be better engaged with targeted marketing efforts.

  • Engagement Disparity: A small portion of fans attend multiple games, indicating that most fans need more incentives or engagement to increase attendance.

Opportunity: Targeted promotions and personalised experiences could encourage occasional attendees to become regulars.

  • Disconnect Between Engagement and Transactions: Limited overlap between fan engagement and transactions indicates missed opportunities for monetisation.

Example: Fans engaging heavily on social media but not purchasing tickets or merchandise highlight the need for strategies that convert engagement into spending.

  • Optimised Marketing Spend:  By focusing on segmented audiences, marketing resources can be used more efficiently, ensuring that efforts are directed towards fans who are more likely to engage.

Impact: This reduces wasted marketing spend on broad, untargeted campaigns and improves overall marketing efficiency.

How do you know that it is working?

1. Increased Engagement Metrics

Higher Interaction Rates:

  • Metric: Track metrics like email open rates, click-through rates (CTR), and social media engagement.

  • Indicator: A noticeable increase in these metrics indicates that your messages are resonating better with segmented audiences.

Example: If segmented emails have a 30% higher open rate than non-segmented ones, it shows that personalised content is more engaging for your fans.

2. Improved Conversion Rates

Higher Conversion Rates:

  • Metric: Measure conversion rates from campaigns, such as sign-ups for newsletters, app downloads, or ticket purchases.

  • Indicator: An increase in conversion rates post-segmentation signifies that the targeted approach is effectively driving desired actions.

Example: A segmented campaign that results in a 20% higher ticket purchase rate compared to a generic campaign shows the effectiveness of your segmentation.

3. Enhanced Fan Retention

Increased Repeat Engagement:

  • Metric: Track repeat engagement metrics such as attendance at multiple games, recurring website visits, or repeated content interactions.

  • Indicator: Fans engaging repeatedly with your content or attending multiple events suggest that your segmentation strategy is fostering loyalty.

Example: If fans who receive personalised content are attending 50% more games than those receiving generic content, it highlights successful segmentation.

4. Higher Fan Satisfaction

Positive Feedback and Sentiment:

  • Metric: Analyse fan feedback, reviews, and sentiment analysis from social media and surveys.

  • Indicator: An increase in positive feedback and sentiment indicates that fans feel valued and understood, which is a direct result of effective segmentation.

Example: Receiving positive comments about personalised content or tailored experiences on social media can serve as a qualitative measure of success.

5. Segment-Specific Growth

Growth in Specific Segments:

  • Metric: Track the growth rate of different segments, including new fan acquisitions and engagement within each segment.

  • Indicator: Growth in specific segments that you’ve targeted with personalised marketing efforts shows that segmentation is driving new and sustained interest.

Example: If a targeted campaign towards young adults results in a 40% increase in their segment size, it indicates successful segmentation.

By collecting comprehensive data from all touchpoints, you can establish unique criteria for each segment based on your goals, such as distinguishing between superfans and casual fans or identifying high versus low lifetime value fans. Proem Sports' platform enables the creation of precise and targeted segments, ensuring that your marketing campaigns are effective and fostering deeper engagement and loyalty between fans and the club.


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