October 1, 2023

Have you ever ever dreamed of “trying below the hood of the automobile” within the e-mail advertising and marketing of the world’s main soccer membership? 

On this article, we’ve collected the most well-liked Stripo options amongst customers to point out how they assist velocity up e-mail manufacturing and preserve e-mail design in-brand utilizing the instance of Chelsea Membership.

Alie Harris, CRM Advertising Supervisor at Chelsea Soccer Membership, shared e-mail examples and feedback with us.

About Chelsea Soccer Membership

Chelsea Football Club logo

Chelsea Soccer Membership is an English skilled soccer membership based mostly in Fulham, West London. Based in 1905, they play their residence video games at Stamford Bridge. The membership competes within the Premier League, the highest division of English soccer.

Off the pitch, the Blues have been a financially important group for a number of years. Chelsea is the eighth-most-valuable football club on this planet (as of 2022), value $3.10 billion, and is the eighth-highest-earning football club on this planet.

What does e-mail advertising and marketing appear to be in Chelsea Soccer Membership?

One of many channels that Chelsea makes use of to speak with the membership’s enormous viewers is e-mail advertising and marketing.

The e-mail advertising and marketing group informs supporters of membership information all through the week and can normally lead on tales surrounding the upcoming fixture/match. We additionally plug industrial actions the place potential, for instance, promoting match tickets, excursions, merchandise, and competitions.

Alie Harris, CRM advertising and marketing supervisor, Chelsea Membership 

Among the many e-mail campaigns which can be despatched to Chelsea subscribers are triggered emails, reminiscent of welcome sequence and birthday emails. As well as, all emails are grouped by the enterprise items of the membership, for instance, Chelsea Basis, Chelsea Girls, Chelsea Well being Membership, Chelsea Academy, and others.

No less than two advertising and marketing specialists work on every e-mail. Totally different enterprise items construct the e-mail from the ready template after which ship it to the CRM group to make last amendments.

The Chelsea advertising and marketing group has used the Stripo editor since 2021 to arrange emails and templates for various enterprise items. Within the Stripo account, greater than 15 individuals work collectively on initiatives. Since 2021, the group created about 2000 emails. On the identical time, all emails are created contemplating all the necessities for model design, the place all the colors, fonts, and different factors used are registered.

The important thing options of the Stripo editor utilized by Chelsea e-mail entrepreneurs 

What options of the Stripo editor assist the Chelsea group to hurry up e-mail manufacturing and preserve e-mail design on-brand? They embody sensible containers and synchronized modules.

Sensible containers in e-mail templates

E-mail advertising and marketing groups have to arrange many emails by which they should announce supplies on the web site and supply a hyperlink to go. For the Chelsea group, for instance, emails with ticket bulletins, weekly e-newsletter digests with membership information, and promo emails by which subscribers are supplied new merch. The group has developed particular templates for such emails that use sensible modules.

Sensible parts are a Stripo performance that permit customers to interchange content material in a block with a single transfer. You merely paste a hyperlink to your web site and Stripo will mechanically add the product picture, product description, and product identify to your promotional emails.

You don‘t want to save lots of and add photos. You don‘t want to repeat and paste product descriptions. You don‘t want so as to add the mandatory URLs to buttons — all of it occurs mechanically.

Right here‘s the way it works:

Right here is an instance of an e-mail from the Chelsea group utilizing this characteristic:

Example of using smart elements in Chelsea

(Supply: E-mail from Chelsea FC)

Right here is the e-mail that the subscribers acquired:

Email example with smart elements

(Supply: E-mail from Chelsea FC)

Synchronized modules

Synchronized modules let you make modifications to all beforehand created templates concurrently. That is very helpful for blocks that generally want modifications to all beforehand created e-mail templates—for instance, for a pre-header, a social media block, or a footer.

Use synchronized modules to keep away from doing it manually, particularly when you could have tons of of templates and a number of other language variations.

The synchronized module is an automation choice that helps you edit/replace all of your e-mail templates concurrently. In different phrases, everytime you make modifications to the synchronized module in only one template or e-mail, these modifications are mechanically utilized to all completely different templates or emails by which you could have used this module.

Look how Chelsea makes use of this characteristic within the instance beneath:

How Chelsea uses synchronized modules

(Supply: E-mail from Chelsea FC)  

GIF animation

E-mail GIFs assist draw consideration to the product and showcase completely different parts or designs. Due to this fact, Chelsea actively makes use of the flexibility of the Stripo editor to assist GIF animation and provides it to emails providing membership merch.

For instance, as on this e-mail:

Email example with GIF on the main banner

(Supply: E-mail from Chelsea FC)

Or on this instance:

Promo email with GIF animation

(Supply: E-mail from Chelsea FC)

Marketing campaign outcomes 

E-mail design impacts key efficiency indicators of campaigns, starting from open charges, that are related to the formation of loyalty to emails from a selected model, to conversions. Right here’s what Chelsea needed to say about their efficiency:

Our highest open charges are from ticketing campaigns to STH. This may very well be associated to renewals or buying European match tickets (80% and above on common). Clearly, this can be a extremely motivated, purchase-intent viewers. 

Our greatest conversion charge campaigns to our wider viewers have come throughout seasonal campaigns, which we connect provides. For instance, we ran a “12 offers of Christmas” marketing campaign by which supporters acquired emails with a proposal from the membership for 12 days consecutively. 

Alie Harris, CRM advertising and marketing supervisor, Chelsea Membership

Right here’s an instance of 1 e-mail from this sequence:

Example of Christmas email campaign

(Supply: E-mail from Chelsea FC)  

Inspiring e-mail examples from Chelsea

We selected three examples from Chelsea‘s base of over 2000 emails made with Stripo to point out you the way various and memorable e-mail designs may be.

1. Lovely welcome e-mail

This e-mail is distributed to these subscribers who chosen Chelsea FC as their favorite membership and acknowledged that they’d wish to obtain emails from them once they began enjoying Fantasy Premier League. 

What’s nice about this e-mail is that the picture for the primary banner conveys pleasure and brightens the greeting. Then, the membership instantly provides subscribers three merchandise.

Example of welcome email series

(Supply: E-mail from Chelsea FC)

2. Make it a Chelsea Christmas!

What’s nice about this e-mail is that it accommodates an invite to Christmas on-line buying with cute photographs of the group’s well-known soccer gamers. It can positively resonate with loyal Chelsea followers. The e-mail is designed within the membership’s recognizable color palette with a brilliant call-to-action button.

Example with Christmas online shopping

(Supply: E-mail from Chelsea FC)

3. The e-mail inviting to Game4Ukraine

Our particular alternative, as a result of Stripo is a Ukrainian SaaS product, is the e-mail marketing campaign that was devoted to soccer matches supporting Ukraine.

Along with the sturdy message of the occasion, this e-mail conjures up with a strong banner containing photos of Ukrainian soccer gamers and the names of different distinguished individuals.

Promo email for a big event

(Supply: E-mail from Chelsea FC)

Wrapping up

This case gave us the next key insights that permit firms with a big advertising and marketing group to cut back e-mail preparation time and keep on-brand:

  • Develop templates for various kinds of emails (digests, promos for merchandise, and different sorts of emails) that completely different enterprise items of a giant firm can use;
  • Use sensible containers and synchronized modules when there’s already a developed and agreed construction of emails;
  • At all times search for new non-standard options in design.

Have you ever already tried to hurry up your e-mail advertising and marketing utilizing sensible containers and synchronized modules? Inform us within the feedback.

Pace up your e-mail design course of with Stripo