Case Study: Tottenham Hotspur achieves 233% retail revenue lift and 36% welcome open rate with dotdigital Engagement Cloud

Driving life-long loyalty with hyper-personalized automation

Tottenham Hotspur, the Premier League club with a global fan base, faced inconsistent early engagement from supporters entering its database via multiple channels and peak-season surges. With email central to ticketing, membership and retail, the Club needed a platform that could scale to large datasets and deliver tailored customer journeys to make a strong first impression.

Tottenham implemented a two-month, hyper-personalized welcome program using dotdigital’s Engagement Cloud, giving fans six extra chances to open welcome emails and combining attention-grabbing subject lines with personalized imagery. The change lifted welcome open rates to a consistent 36%, recovered the roughly 20% of recipients previously classed as unengaged, expanded the soft-sell mailing list and drove a 233% increase in retail revenue attributed to email campaigns.

Tottenham Hotspur