Looking to keep up with the fast pace of your fans, and deliver the experiences they expect in exchange for their loyalty? You need a strategy that seamlessly integrates across all channels and keeps your audience hooked, whether they’re at the game, online, or on their phones.
This is where automated marketing tactics come into play, transforming scattered efforts into a cohesive, revenue-driving powerhouse.
In this post, we’ll explore the exact tactics top brands use to maintain fan loyalty, boost engagement, and drive sales. By the time you’re done reading, you’ll have actionable strategies you can implement to see real results. Ready to make a change? Let’s dive in.
1. Welcome Series
First impressions matter. A well-crafted welcome series introduces new subscribers to your brand, sets expectations, and starts building a relationship. For sports and entertainment brands, this series can highlight past events, provide links to upcoming ones, and even offer a discount on their next ticket purchase. This automated sequence ensures that every new fan feels welcomed and valued from the start.
Key tips:
- Timing is key: Send the first welcome email immediately after signup to capitalize on the fan’s initial interest. Follow up with additional emails spaced a few days apart to maintain momentum.
- Personalization matters: Use data from the signup process to personalize the welcome series. Mention the fan’s favorite team or artist and suggest upcoming events or merchandise based on their preferences.
2. Event Reminder Sequence
Keep your fans in the loop by sending reminders leading up to big events. These reminders can include important details such as event start times, venue information, and tips specific to the event’s location. By automating this process, you ensure that fans have all the information they need to enjoy the event, while also building anticipation and excitement.
Key tips:
- Include a calendar invite: Allow fans to add the event to their calendar directly from the email or SMS, ensuring they don’t forget.
- Segment by location: Use geolocation data to tailor event reminders with local tips, such as nearby parking or dining options, making the experience more convenient for the fan.
- Countdown timers: Consider adding a countdown timer to the email to build anticipation and remind fans of the event’s proximity.
3. Re-engagement Campaign
It’s natural for some fans to drift away over time, but that doesn’t mean they’re gone for good. Re-engagement campaigns target these inactive fans with personalized messages designed to win them back. By offering incentives, such as discounts or exclusive content, you can reignite their interest and bring them back into the fold.
Key tips:
- Test subject lines: A compelling subject line can make all the difference. Experiment with variations to see which ones get the best open rates.
- Offer value: Provide a strong incentive to re-engage, such as an exclusive discount, early access to tickets, or special content that is only available to returning fans.
- Multi-channel outreach: Use a combination of email, SMS, and push notifications to reach disengaged fans, increasing the chances of reconnecting with them.
Connect your data. Integrate your marketing channels. Drive 1:1 personalized marketing at scale. Learn how to do this and more in The Sports and Entertainment Guide to Omnichannel Fan Engagement.
4. Upsell and Cross-sell Automation
Maximize revenue from existing customers by suggesting related products or upgrades after a ticket purchase. For example, after buying a ticket, fans could receive an email suggesting event merchandise or VIP package upgrades. This can also extend to mobile push notifications that promote add-ons before the event, enhancing the fan experience while boosting sales.
Key tips:
- Dynamic fecommendations: Use algorithms to suggest the most relevant products or upgrades based on the fan’s browsing and purchase history.
- Timing is dverything: Send upsell or cross-sell messages when the fan is most engaged, such as right after a purchase or when they’re actively browsing your site or app.
- Use social proof: Highlight how other fans have enjoyed similar upgrades or products, which can be persuasive in encouraging additional purchases.
5. Loyalty Program Automation
Loyalty programs are a great way to reward your most dedicated fans. Automate updates on points and rewards status, and send notifications when fans are close to reaching the next reward tier or when new rewards become available. This keeps fans engaged with the program and encourages continued participation.
Key tips:
- Gamify the experience: Incorporate elements of gamification, such as points, badges, or tiers, to make the loyalty program more engaging.
- Reward engagement: Offer points or rewards not just for purchases, but also for actions like attending events, sharing on social media, or participating in surveys.
- Regular updates: Keep fans informed of their status and progress within the loyalty program with regular updates, encouraging them to continue participating.
6. Post-Purchase Feedback
After an event, follow up with an email or in-app message requesting feedback. Use the responses to segment fans and tailor future communications to their preferences and experiences. This not only helps improve future events but also shows fans that their opinions are valued.
Key tips:
- Short and sweet: Keep surveys short and focused to increase the likelihood of completion. Ask a mix of quantitative and qualitative questions to gather actionable insights.
- Follow up: After collecting feedback, follow up with fans to let them know how their input is being used. This shows that you value their opinions and are committed to improving their experience.
- Incentivize participation: Offer a small reward, such as a discount on future purchases, to encourage fans to provide feedback.
7. Birthday Campaign
Celebrate your fans’ birthdays by automating personalized birthday greetings with special offers. Whether it’s a discount on tickets or merchandise, these messages make fans feel appreciated and encourage them to celebrate with your brand.
Key tips:
- Surprise and delight: Go beyond just a discount; consider offering exclusive experiences or access to special events to make the birthday greeting more memorable.
- Personalized messaging: Use data to tailor the birthday message to the fan’s interests. For example, mention their favorite team or player in the greeting.
- Early notification: Send the birthday message a few days before the actual date, giving fans time to plan how they want to use their gift or discount.
8. Abandoned Cart Recovery
Capture lost sales by sending automated reminders to fans who left items in their cart. These reminders can encourage them to complete their purchase, often with an added incentive like a small discount or free shipping offer.
Key tips:
- Create urgency: Use phrases like “limited stock” or “sale ending soon” to encourage fans to complete their purchase.
- Multiple touchpoints: Consider sending a series of reminders—one within an hour, another the next day, and a final reminder with an additional incentive.
- Offer assistance: Include a link to customer support or a live chat option in the reminder email, allowing fans to easily resolve any issues that may have caused them to abandon their cart.
9. Post-Event Upsell
Keep the momentum going after an event by following up with offers for exclusive merchandise or tickets to related events. Personalize these offers based on the fan’s previous purchases and preferences to increase the likelihood of conversion.
Key tips:
- Strike while the iron is hot: Send the post-event upsell offer within 24-48 hours of the event, when the experience is still fresh in the fan’s mind.
- Tailor offers: Use data from the fan’s event attendance to suggest merchandise or tickets to similar events, increasing the relevance of your upsell.
- Limited-time deals: Create a sense of urgency by offering discounts or exclusive products that are only available for a short period after the event.
Source: SAP Emarsys Customer Loyalty Index 2023
10. Referral Campaigns
Turn your fans into brand ambassadors by automating referral offers. Encourage them to invite friends by rewarding both the referrer and the new fan with discounts or special perks. This not only expands your audience but also strengthens fan loyalty.
Key tips:
- Make it easy: Ensure the referral process is straightforward, with easy-to-share links and clear instructions on how fans can refer friends.
- Double the reward: Offer incentives to both the referrer and the new customer, making the offer more attractive and increasing the likelihood of participation.
- Social integration: Encourage fans to share referral links via social media platforms, amplifying the reach of your campaign and tapping into broader networks.
11. Enhance Customer Data
To deliver truly personalized experiences, you need detailed customer data. Automate campaigns that encourage fans to update their profiles or provide more information, ensuring that your communications are always relevant and personalized.
Key tips:
- Progressive profiling: Collect more detailed customer information gradually over time, reducing the burden on the fan while improving the accuracy of your data.
- Incentivize data sharing: Offer small rewards or exclusive content in exchange for fans providing more detailed information about their preferences and interests.
- Transparency and trust: Be clear about how you’ll use the data and ensure fans know their privacy is respected. This builds trust and encourages them to share more willingly.
