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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.

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677,055 EMAILS SENT TO DATABASES OF 11 TEAMS ACROSS ONE SEASON
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37% COMPLETION RATE FOR ALL AFL TEAMS ACROSS ONE SEASON
Factors that
affect results
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Quality and size
of database
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Date when last
DataCleanse
was conducted
(if at all)
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Compelling calls
to action OR
incentives in eDM
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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.
  • Richmond Data Cleaning
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11,429 UPDATED or added a mobile phone number for one afl team
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1,102 UPDATED their preferred email for one afl team
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