Without the need to go outside the organisation, Saracens can now build html emails in the tool, create static or dynamic lists of people and send out automated email campaigns. The system can also be linked to individual promos, sending out unique single-use codes that are directly targeted to individuals. Olivier Ouf, Ticketing Manager at Le Havre AC, explains how they too are segmenting data and personalising marketing to them.
“The SecuTix Audience Management module allows us to define the segments using many different criteria: age, date of last purchase, member or not, etc and then target each sub-segment with offers and benefits that we think will interest them. This fine-tuning in terms of targeting means we can improve in both relevance and speed.”
For example, Le Havre AC can now easily identify fans who have been to a match during the current season and suggest to them that they might attend a second one. One of the big advantages of the tool is the principle of dynamic targets. When a contact meets certain criteria, they are automatically added to a target group. This allows the Club to reuse the same target from one campaign to another, with the guarantee that the target is always up-to-date. Now Le Havre AC can manage large amounts of data themselves, they now have plans to broaden their marketing activity.
Ouf explains how: “We have 22,000 contacts who have created a user account in our ticket shop since 2012. These contacts are occasional HAC customers, members or families who have bought concert tickets, together with fans who support us but have not yet made a purchase. Now we can use SecuTix to involve and engage this community through emails. The next step is to conquer other audiences, in other words to enrich our email database in order to widen the scope of our promotional activities.”