To help increase Blue-N*-Gold membership, Navy Athletics employed automated upsell emails to specifically target single-game football buyers, promoting their 'Anchor Club' and outlining its membership benefits.
The Results
Since launching in August, they’ve sent 4,869 emails – seeing a 41% open rate and 6.76% click rate.
More importantly – they’ve seen 30 accounts who opened or clicked the email and donated within 30 days, leading to $7,525 in new pledges directly to their Blue-N*-Gold allocation and an additional $1,000 to their Navy Rugby Alumni Association allocation. Since July 31st of this year, the total is now at $14,000 in new pledges.
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