Case Study: Voetbal International boosts club-level personalization with BlueConic

Club-Level Personalization Scores Big for Voetbal International

Voetbal International, one of the leading football media brands in the Netherlands, wanted to improve fan engagement and smarter growth, but its email marketing program was limited and most user profiles contained only basic contact data. The company partnered with BlueConic and Funnelboost to modernize its data strategy and support club-level personalization across its digital experience.

Using BlueConic, Voetbal International deployed listeners across VI.nl to capture behavioral signals, infer favorite clubs from article metadata, and validate preferences through a one-click form. Six months after implementation, VI knew which club 1 in 10 readers preferred based on behavior, 15% of those profiles confirmed their club preference, and 56% of confirmers signed up for a club-specific newsletter. Club-focused pop-ups converted 326% better than generic pop-ups, while club newsletters delivered a 55% higher open rate and a 150% higher click-through rate.

Voetbal International