How Spal Ferrara Re-Engaged Fans and Grew Leads by 29.82%

By leveraging Salesmanago’s tools, Spal Ferrara saw remarkable enhancement in lead generation, contact base management, revenue stimulation and content deliverability, resulting in increased user loyalty and engagement.

SPAL is a professional football club based in Ferrara, Emilia-Romagna, Italy. The team currently plays in Serie C, the third tier of the Italian football league system.

Spal Ferrara aimed to maximize the potential of their existing contact base by identifying opportunities for upselling and cross-selling, thereby boosting the overall revenue generated from these contacts.

Another key objective was to enhance the average order value, making each client interaction more profitable by encouraging higher-value purchases through targeted marketing strategies.

Improving email marketing performance was crucial, focusing on enhancing open rates, click-through rates, and overall engagement to drive more conversions and foster stronger relationships with their audience.

Expanding the contact base without compromising on quality was essential, ensuring that new leads were relevant and engaged, thereby sustaining the effectiveness of marketing efforts and supporting long-term growth.

Revenue Increase

Implementing Cross-selling Campaign: Spal Ferrara launched targeted cross-selling campaigns, promoting complementary products to existing customers, thereby enhancing the revenue generated from each customer interaction.
Implementing Winback Campaign: A winback campaign was introduced to re-engage inactive customers, utilizing personalized offers and incentives to bring them back into the purchasing cycle, significantly boosting overall revenue.
Implementing Abandoned Cart Campaign: To capture lost sales, an abandoned cart campaign was implemented, sending timely reminders and special offers to customers who left items in their carts, converting these potential losses into completed transactions.

Increasing Average Order Value

Increasing Loyalty with Users Using Birthday Campaign: Spal Ferrara initiated a birthday campaign that sent personalized greetings and special offers to customers on their birthdays, fostering loyalty and encouraging higher-value purchases during these celebratory occasions.

Improve Email Marketing Indicators

Segmented Email Sending: By leveraging the Segmentation Center, Spal Ferrara enhanced their email marketing efforts through segmented email sending, ensuring that messages were highly relevant and targeted, which significantly improved open and click-through rates.

Maintaining Size and Quality of the Contact Base

Welcome Campaign: A welcome campaign was established to engage new subscribers right from the start, providing them with a warm introduction and valuable content, which helped maintain high contact quality and engagement.
Adjusted Lead Generation Functionalities: The implementation of optimized lead generation tools, such as tailored pop-ups and forms, ensured that new contacts were relevant and of high quality, effectively expanding the contact base while maintaining engagement levels.

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Time for numbers

ROI

Last Quarter ROI: The implementation of SALESmanago’s solutions resulted in an impressive ROI of 11,624% in the last quarter, highlighting the effectiveness of the strategies in generating substantial returns within a short timeframe.
Last 12 Months ROI: Over the past year, the ROI achieved was 3,042%, showcasing consistent and significant financial gains attributable to the collaboration with SALESmanago.

Sales

Participation in Total Sales: In the last 12 months, SALESmanago’s contributions accounted for 43% of total sales through last-click attribution, demonstrating a major impact on overall sales performance.
Participation in Total Transactions: SALESmanago also influenced 27% of the total number of transactions through last-click attribution, indicating a substantial role in driving purchase completions.
AOV Comparison: The Average Order Value (AOV) attributed to SALESmanago’s last-click interactions was 35% higher compared to the overall AOV, underscoring the effectiveness of their targeted marketing strategies in encouraging higher-value purchases.

Email Marketing

Open Rate Increase: There was a 40.98% increase in open rates for automation emails compared to mass emails over the last year, indicating more effective engagement through personalized and automated communication.
Click-Through Rate Increase: The click-through rate for automation emails improved by 35.52% compared to mass emails, reflecting the success of tailored content in driving user interaction.

Lead Generation

Base Size Increase: The contact base grew by 29.82% after implementing SALESmanago’s solutions, compared to the period before, showing significant expansion in lead generation efforts.
Monthly Base Size Growth: The contact base consistently increased by 2-4% monthly, indicating steady and sustainable growth in new leads.

Quality of the Base

Opt-in Contacts: The quality of the contact base remained high, with 73% of the contacts being opt-in, ensuring that the majority of the database consisted of engaged and interested individuals.

The collaboration between Spal Ferrara and SALESmanago yielded impressive results across all established goals, including revenue growth, average order value, email performance, and contact base expansion. By leveraging the advanced functionalities of the SALESmanago system, Spal Ferrara achieved remarkable outcomes. The most significant impact was seen in revenue generation, with an astounding ROI of 11,624% in the last quarter and 3,042% over the past 12 months.

Lead generation also saw substantial improvements, particularly through the implementation of the Welcome Campaign and adjusted lead generation functionalities like pop-ups and forms. These efforts led to a 29.82% increase in the contact base compared to the period before using SALESmanago.

These results confirm that the strategic direction and solutions implemented through the partnership between Spal Ferrara and SALESmanago were highly effective, driving significant growth and engagement.

Scope of SALESmanago functionalities to cover Spal Ferrara needs is significant but this wide perspective and holistic look allowed us to apply the appropriate processes and achieve planned goals.

~ Filip Piszczek [Senior Partner Success Manager at SALESmanago]

To further elevate Spal Ferrara’s marketing performance, we recommend exploring additional communication channels such as SMS and Web Push. By integrating these channels, we can potentially enhance engagement and drive even greater results. In the next phase, evaluating the feasibility and effectiveness of these untapped channels will be crucial. This proactive approach will allow us to identify new opportunities and strategically expand our marketing automation processes, continuing to deliver exceptional outcomes for Spal Ferrara.