Data growth and digital marketing success for Premiership Rugby

November was an outstanding month for Premiership Rugby following the launch of their partnership with CRM Marketing experts, Goodform. In one month alone Premiership Rugby saw a 30% growth in their emailable database which takes the total database growth to almost 50% in just 8 weeks of the partnership being launched.

Goodform’s work as their CRM Agency has resulted in the Premiership Rugby database being significantly enhanced which has resulted in an impressive increase in email open rate from 25% to 30% in November alone.

A comprehensive digital marketing campaign around the London Double Header held at Twickenham last weekend, saw 81% of ticket sales to new purchasers, showing once again the commercial impact of targeted engagement within a database.

A significant part of this growth was achieved through the innovative newsletters sent to Premiership Rugby fans. Try of the week dynamic images and fans social media posts have seen engagement rates rise. In addition, Supporters are able to select their preferred Premiership Rugby club, which then dynamically populates each newsletter they receive from Premiership Rugby, creating a highly personal, and effective, approach.

James Tyler, Head of Marketing at Premiership Rugby commented, “Continuously increasing the understanding of our fanbase is crucial for us in order to grow and further engage with Premiership Rugby supporters. Goodform have very quickly helped us identify more fans than ever and we are now working together to create more personalised email marketing campaigns. We are delighted to be seeing such positive results already, Goodform’s expertise and innovative ideas are invaluable to helping us realise our objectives in this area.”

Michael Jones, Managing Direction of Goodform, added, “Following the success of our extensive research project with Premiership Rugby, we were delighted to extend the relationship and be appointed their CRM Agency. The growth and engagement figures we have already seen have been an excellent representation of our positive partnership and we look forward to a very positive future with Premiership Rugby.”