5 rules in creating a successful email campaign in the fantasy sports arena

October 1, 2015



The fantasy sports market is growing exponentially. And as a business within that space, deciding where to invest your next marketing dollar is something you shouldn’t take lightly. The market is competitive and quite frankly, getting pretty crowded. Every dollar you invest is meant to attract new site visitors, followers, or subscribers to your product. In other words, you can’t afford to invest time or resources into an initiative that isn’t going to yield expected results.


Social media is a great place to start. So is investment in search engine optimization. But the most cost-effective solution that gives your fantasy sports site the power to reach people interested in the industry, and provide you the analytics to know your true ROI, is email marketing. Why? Because effective email marketing hits people in a place they visit every single day, multiple times a day – their inbox.

Take a look at these stats:

  • 91 percent of U.S. adults prefer to receive emails from companies they do business with (MarketingSherpa, 2015)

  • The number of worldwide email accounts continues to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. (Radicati Group, 2015)

  • For adults over the age of 35, email was preferred by roughly 80 percent over direct mail, text messages, Facebook, Twitter, mobile apps, LinkedIn or telephone solicitations. (LifeHealthPro, 2014)

So if you believe the hype that email is dead, think again. The fantasy sports industry should look to leverage the power of email more effectively. If done right, email can have a powerful impact on your business. Follow these rules to integrate successful email campaigns into your fantasy sports site’s marketing strategy:


1. Always start with your audience in mind


Successful fantasy sports enthusiasts are smart and analytical. They are competitive and maybe a little egotistical. So no matter what kind of content you present, know that their overall goal for subscribing to your e-newsletter is to win. (For a better view of the fantasy sports audience, check out this infographic.)


Just like a successful social strategy, you should consider mixing your site’s original content with curated content from across the Web. Give them that one-stop shop for content that improves their chances of success.


2. Show your personality


In this industry, there’s really no room for “stuffy” e-newsletters with corporate jargon. Write for your readers as if you were talking to a buddy. There’s room for trash talk; there’s room for jokes; there’s room for personal anecdotes. But there’s no room for “synergy” and “funnels.”


3. Go mobile


Fantasy sports is a mobile-driven industry. We research on our phones, we play on our phones, and we watch events on our phones. So naturally, we’re more likely to check email on our phones than any other platform.


Here’s an interesting fact. IDC Research reports that 80 percent of smartphone users check their mobile device within 15 minutes of waking up each morning, and 79 percent have their devices with them 22 hours a day. Admit it…how uneasy do you feel without your smartphone?


That being said, your email campaigns must be optimized for mobile, with a fluid, responsive design. Yesmail Interactive says mobile made up 46 percent of all email clicks in Q2 2015. And that number is only going to grow.


4. Look at analytics


Once you hit “send” on an email campaign, your job isn’t done. You should be constantly evaluating your email metrics. How many people are opening your campaign? How many are clicking? What are they clicking on? How many unsubscribe each week? This helps you prepare for future campaigns and gives you a true indication about your ROI.


The biggest mistake you can make is assuming you know what your audience is interested in. And making assumptions lead to list attrition.



5. Spread the word


Your email list isn’t going to grow by itself. It takes quite a bit of promotion – both online and in person. Make sure a sign-up box is prominently displayed on your site. Utilize social media to draw interest in a subscriber-based digital publication. Promote, promote, promote.


Email marketing is alive and well, still delivering great results for fantasy sports sites.

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