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The World Cup and Email Marketing: A Look at How Sporting Events Can Affect Campaigns

Happening every four years, the FIFA World Cup is an event unlike any other. Whether you’re a fan of this kind of football or not, it’s hard to deny the impact this tournament has on daily life around the globe. However, have you ever wondered what kind of effect events like the World Cup might have on your brand awareness via email marketing? While this might seem like an odd question to pose, a quick breakdown of the statistics surrounding marketing initiatives could radically change how you view the connection between sports and marketing in the context of making a splash via the inbox.

A History of Sports and Marketing

But wait, don’t the sporting and marketing worlds have a great history of working together? While the answer to this question is a definite yes, things aren’t always so cut and dry. Sure, plenty of campaigns have utilized sports icons and figures to deliver a powerful message, but that’s not the only overlap between these two platforms. In regard to email marketing, the truth of the matter is that mega sporting events aren’t always great to have going on in the background when you start firing off marketed messages.

Discovering a Digital Connection

While the average football friendly or exhibition game might not garner a noticeable bump in consumer interest, events like the World Cup can drastically warp the priorities and focus of your target audience. In a recent study covered by Amy Gesenhues of Marketing Land, the digital connection between these worlds generally isn’t very accommodating to the world of email marketing. In fact, special circumstances – like the World Cup, Super Bowl, and other major occurrences – can actually cause some serious harm to you open and conversion rates.

The main issue here is not that the sporting world hates promotional emails packed with value and substance. Instead, it’s simply that when the game is on, rabid fans don’t have eyes for anything else. Whether the match ends in a one-sided rout or goes to penalty kicks, expecting your audience to check their inbox or alerts is a recipe for unexpected disaster that can really sink your email marketing ship long before it sets sail.

A Look at the World Cup

The aforementioned study from Marketing Land and the World Cup focused on three countries; Mexico, Brazil, and the United States. In Brazil, click rates and email activity during football matches plummeted to 61 percent of the country’s standard activity. While that might not seem like much at first glance, imagine losing around 40 percent of your audience right after you hit send on your latest content. Mexico saw a similar drop, this time measured in raw percentage of clicks, going from the usual 9 percent of email clicks to just 5 percent.

The final country reviewed in this survey of the email marketing climate during the FIFA World Cup, the United States, showed a minimal dip in email activity during the game. However, the drop, measured between 1 and 2 percent total, still shows that in countries only recently experiencing the football or soccer craze, this event still had a negative impact on email activity during the match times.

Coming To a Conclusion

This one instance of reduced email activity underlies a major problem facing brands looking to make a move via marketing messages. Even though email marketing is one of the most powerful ways to connect with consumers, if your timing is off, you can’t expect much from this type of outreach. Naturally, you won’t always be facing down the World Cup, Olympics, or NHL Finals every day, but it’s still worth keeping these events in mind as you begin to roll out your last digital campaign that places a premium on what happens in the inbox.

Building a Smart Plan for Your Business

If you don’t want to watch your email marketing operations take a nosedive every time your favorite team scores the game winning goal, build a schedule that’s cognizant of what’s happening in the sporting world. This doesn’t mean keeping track of every preseason or regular season game. In fact, depending on your target audience’s location, it might mean taking out certain sports entirely from the equation. However, once you have your ideal consumer profile set up and certain sports highlighted as potential problems, you can start to build strategies with playoffs, championships, and other major events in mind. This way, you’ll never deliver great email content that goes unseen when the big game is on the line.

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About Victor Green

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