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Majority of AFL clubs have conducted DataCleanses across multiple seasons, with three teams sending out custom data driven campaigns as well.

677,055 EMAILS SENT TO DATABASES OF 11 TEAMS ACROSS ONE SEASON
37% COMPLETION RATE FOR ALL AFL TEAMS ACROSS ONE SEASON
Factors that
affect results
Quality and size
of database
Date when last
DataCleanse
was conducted
(if at all)
Compelling calls
to action OR
incentives in eDM
ENGAGEMENT OF
SUPPORTER BASE
RESULTS
  • 230,000 records updated across six clubs with very high responses % rate achieved by all teams, with one team surpassing 50%.
  • Three teams recorded very strong open rates (65%, 49% and 48% respectively).
  • Low number of unsubscribes for most teams indicates databases we’ve cleaned previously led to higher engagement.
  • One club had 11,429 people add a mobile number to their profile which will offer increased SMS marketing opportunities for the club.
  • One club had 1,102 change their preferred email address which will offer increased EDM marketing opportunities for the club.
11,429 UPDATED or added a mobile phone number for one afl team
1,102 UPDATED their preferred email for one afl team

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