About 1. FC Magdeburg
- Sport: Football
- Founded: 1965
- Location: Magdeburg, Germany
- Home Arena: MDCC-ARENA
- Capacity: 25,910
- Website: 1.fc-magdeburg.de
- Competitions: 2. Bundesliga
German second-division football club 1. FC Magdeburg initiated a campaign to boost the promotion of name printing on their jerseys and maximise shirt sales. The outcome was impressive sales and a clear understanding that targeting specific groups can create fantastic results.
Game Plan: Testing Segmented Waters
To check their strategy, 1. FC Magdeburg divided their audience and sent the same campaign to two different groups. Group one targeted those who purchased a shirt this year, but also spent a minimum of 90 EUR in previous purchases—a small but promising group of 1,200 recipients. Group two went broader, reaching all supporters who bought a ticket in the last two years, totaling a whopping 38,000 recipients.
The smaller group saw outstanding results—a jaw-dropping 66% open rate, a 6% click rate, leading to 20 orders and 1431 EUR in revenue from 1100 recipients. The larger ticket buyer group also held its own with a superb 54% open rate, and 6% click rate, resulting in 90 orders and a revenue of 7384 EUR from the expansive pool of 38,000 recipients.
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Data Magic Unleashed
While both groups had fantastic open rates, the merchandise segment stole the spotlight with higher conversion rates. Proportionally, this smaller segment generated significantly more sales. In fact, if the merchandise segment were as large as the ticketing segment, the numbers would have skyrocketed to 630 orders versus the already impressive 90 orders from the ticketing segment.
The combined results from both groups brought in a total revenue of 8 815 EUR in the Fan Shop. Here’s the takeaway—the Customer Data Platform (CDP) empowers clubs to go broad or laser-focused. Both approaches yield great outcomes, and the real magic happens when you pinpoint the right strategy, connect with the right audience, and present them with an irresistible offer.
The shirts were flying off the shelves, and 1. FC Magdeburg proved that precision pays off!
Photo credit: 1. FC Magdeburg website
