One of the greatest communication challenges facing soccer clubs and organizations today is that they serve a variety of audiences – from parents to players and coaches to sponsors – and each of these groups needs to receive a slightly different set of information. The best way to keep such a diverse readership engaged is to send them highly relevant email communications.
You may send one long newsletter to your entire list, but if you really want to engage your readers, consider sending several shorter newsletters that each cater to the specific interests of those receiving them. Follow these three steps, and you'll be on your way towards creating a successful email marketing program:
1. Segment your list. The first step is to divide your list of email contacts into groups. You can identify these groups by reviewing your goal in communicating with each of them. Ask yourself, "What information do they want/need to know?" Divide your email addresses based on the recipients' roles in the organization – e.g. coach, player, parent, etc.
You can also set up an e-newsletter sign-up form on your website that allows recipients to select the information they want to receive. This is a great way to learn their interests when they sign up, instead of having to ask them later.
2. Get and keep your readers' attention. Once you have identified your segments, it's time to deliver targeted information to each group. These four tips will help you:
— Keep it short. A newsletter doesn't have to include several full-length articles to be effective. Create a few short news alerts tailored to the specific interests of your audience and then link the article to your website where they can find more information.
— Keep it interesting. Each newsletter should have a few different topics that are relevant to its readers. A reputable email marketing service provider will track open and click-through rates, which can help you determine topics of greatest interest for future communications.
— Speak in a casual voice. Have fun with your content. Speak in a way that your readers can relate to – your own voice. Keep it light and engaging.
— Spotlight team highlights. We all like to see our names (or our children's names) in print. Personalize your newsletter by including team photos and great plays. You can even encourage your readers to submit their own.
3. Ask for feedback. Send an online survey to your readers to measure their satisfaction with your emails and to find out what topics or information interest. You can also include a "Contact Us" link in your newsletter that allows readers to submit their own ideas, photographs, and content.
When you focus on sending relevant information to the people your list, your open and click-through rates will increase, and so will the success of your e-newsletters!
Eric Groves is Senior Vice President/ Sales and Development of Constant Contact, Inc. Headquartered in Waltham, Mass. the popular service helps a variety of small businesses and organizations create professional-looking email newsletters and insightful online surveys to build relationships with their customers, clients, and members in an easy and affordable way. Since its launch in 1998, Constant Contact's customer base has grown to more than 130,000 organizations worldwide. For more information, visit constantcontact.com.