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EVERTON FOOTBALL CLUB
Everton FC stays on the ball with Salesforce.
“For the 2019/20 season, we exceeded our renewal target and hit a new record. With Marketing Cloud, we can personalise season ticket campaign emails and make it easier for fans to auto-renew.”
Everton Football Club is top of the league for fan engagement with Salesforce
There’s a lot more to Everton Football Club than players scoring goals on a pitch. Every year the club’s official charity contributes to around 40 social programmes that support the local community - from helping people find employment opportunities to providing supported living for youngsters.
“Our work in the community helps to attract players and retain fans and create a real family atmosphere,” said Tom Rowell, Head of Marketing & Ticketing at Everton. This sense of family was one of the reasons that midfield maestro Andre Gomes decided to return to Everton, which has built a reputation in the footballing community as being the People’s Club.
Personalised approach boosts season ticket renewals.
Explore the products that are helping Everton grow.
Everton breaks news to fans faster with Marketing Cloud.
Fan engagement and loyalty at Everton is so high that there’s a record number of Blues on the Season Ticket Waiting List. “We want our connection with fans to extend well beyond the 90 minutes they spend watching a home game,” explained Rowell. “We have multiple other touch points - from our website and mobile app to social media and email.”
With Salesforce, the Club can track fan interactions across these channels and use this information to enrich its CRM efforts. “Prior to Salesforce, we were using different systems and running fragmented campaigns based on sending less personalised emails,” said Harris. “Now we can segment, personalise, and automate communications, which helps to boost engagement.”
For example, Everton uses Marketing Cloud to send birthday messages from players to fans, which generates an open rate of 45% and lots of positive social media feedback. It also announces big club news, like the Gomes signing, via personalised emails. “We want to be the first to share breaking news with the fans,” said Harris. “With Marketing Cloud, we can react quicker and publish content faster.”