If you've ever subscribed to a sports team's email list, chances are good that you've encountered newsletters like this, with tiny text links that are impossible to tap on a phone, minimal imagery, and no clear purpose or call to action.
You'd be shocked how common this ambivalence toward email is among professional and college teams alike, and I can't help but wonder why on earth they've reduced it to an afterthought. After all, it's how they're communicating with their most loyal fans – ones who have actually raised their hands and asked to hear from the teams on a regular basis.
However, there are a few teams out there that have stepped up their marketing game and proven that their email campaigns can score big in the inbox. Here are some of our favorites.
1. Dallas Stars
This impressive welcome email creates a seamless fan experience from the Stars' website to the inbox. With an eye-catching design and the use of sophisticated techniques like CSS animation (click here to see it in action), this email creates an incredible first impression and shows that the Stars truly care about crafting the best possible subscriber experience.
We first saw this gorgeous campaign on Really Good Emails and went crazy for the engaging imagery and use of color. One nice, subtle touch? The ripple effect in the background leads your eyes right to the CTA!
What better way to show your appreciation for your fans’ loyalty than sending a simple “thank you?” Showing a little gratitude helps sustain engagement – especially when the probability of selling to an existing customer (like a season ticket holder) is 60-70% (Marketing Metrics).
And with this straightforward, focused CTA? The path of action couldn’t be clearer.
We might be biased, but our Titans do the welcome email better than any other NFL team we've ever seen. With a hero image that immediately gets you fired up, solid copywriting, and a beautiful template, this "thanks for joining" email hits all the right notes.
Another home team, another A+ email. Our Predators do a lot more than make the Stanley Cup Finals as a No. 16 seed – among their many other endeavors, they open up their practice center to the community and for special events. We were huge fans of this particular campaign with its irresistibly tappable CTA button.
And the NBA championship for use of GIFs in email goes to... the Warriors!
This welcome email is fun, eye-catching, and completely on-brand. We absolutely love that they use it as an opportunity to ask you to set your preferences, too – ensuring more relevant, targeted emails from the get-go.
Many pro teams use their newsletter as an excuse to throw a wall of text links at their fans and simply hope for the best. Instead, follow the Giants' lead and lead with imagery rather than hyperlinks. Bonus points for pushing fans to your other channels, like your social profiles or app!
Do you know of any other professional or college teams doing great email marketing? Share away in the comments!
About the Author
McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory