Case Study: Tottenham Hotspur achieves higher fan engagement with dotdigital

Tottenham Hotspur FC drive life-long loyalty with hyper-personalized automation

Tottenham Hotspur wanted to strengthen fan loyalty and improve engagement, but its previous welcome emails had low open rates and often left fans classified as unengaged, limiting future communications. Working with dotdigital, the club looked for a better platform for tailored customer journeys and data management to support more personalized fan experiences.

dotdigital helped Tottenham Hotspur launch a two-month welcome program with dynamic personalization, using attention-grabbing subject lines and hyper-personalized email images to re-engage unopened subscribers. The campaign gave fans six extra chances to open welcome emails and led to a 233% increase in email marketing engagement and retail revenue.

Tottenham Hotspur