New premiership club to target fan behaviour

The Premier League’s latest addition is enhancing its e-CRM programme with the help of Communicator Corp. Birmingham City Football Club, who gained promotion at the end of last season, is integrating Communicator enterprise email management with its existing CRM system to improve engagement with its fans.

Karen Brady, managing director of Birmingham City FC, says: “Communicating with the fans is always at the forefront of our minds and over the last season we are doing this more effectively and efficiently through Communicator Corp. We look forward to the Premier League season and being even more innovative with our communications to our fans through email marketing.”

The new platform will provide behavioural data alowing emails to be segmented, modelled and tailored to the different needs of fans, such as season ticket holders, away supporters or corporate sponsors. Preference management will allow fans to control and define the relationship they wish to have via online tools.

The club has a strong emphasis on fan interaction, with frequent fan surveys about goal or player of the month, opening music to matches and input on club direction. Thank-you emails are also sent for attendance at particular games, offering access to exclusive post-match content.

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