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Why Email Marketing is the Signing of the Season for Lower League Clubs

Why Email Marketing is the Signing of the Season for Lower League Clubs

MMatch Centre Admin
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footballmarketingemail

For Premier League giants, marketing budgets are vast and global fanbases are a given. But for lower league and non-league clubs, every penny counts and every supporter on the terrace matters.

In the constant battle for attention on social media, many clubs are finding that their posts are getting lost in the noise. The solution? It might just be the "old school" method of email marketing.

Here is why an effective email strategy is the most underrated tool for growing attendances, selling merchandise, and keeping your community engaged.

1. Beating the Algorithm: The "Direct" Ball

We all love a viral tweet or a Facebook post that gets shared hundreds of times. But how many of your followers actually see your matchday reminders?

According to analysis by The Online Rule, social media algorithms are becoming increasingly difficult to navigate. You might have 10,000 followers, but estimates suggest fewer than 10% of them might actually see your post in their feed.

Compare that to email. The same data highlights that emails from sports businesses see an incredible average open rate of 41.84%.

In fact, the experts at The Online Rule argue that it is statistically better to trade 1,000 new social media followers for a single email subscriber. Why? Because that email lands directly in a fan’s inbox. It doesn't rely on whether Facebook or X thinks your content is "engaging" enough to show it. It puts the club in control of the narrative, not the algorithm.

2. Filling the Terraces

Getting fans through the turnstiles is the lifeblood of lower league football. Email marketing allows you to do this with a level of precision that social media simply cannot match.

As noted by football marketing specialists Gal & Chuso, email is the perfect vehicle for driving matchday attendance. It’s not just about saying "we have a game on Saturday." It’s about building the matchday experience before a ball is kicked.

You can send:

  • Pre-match reminders: Including ticket links and travel info.
  • Exclusive offers: "Bring a friend for £5" deals sent specifically to existing season ticket holders.
  • Hospitality pushes: Highlighting unsold hospitality packages to local business owners on your list.

By segmenting your audience (e.g., "Season Ticket Holders" vs. "Occasional Buyers"), you can send the right message to the right person, nudging those on the fence to come down to the ground.

3. Boosting the Bottom Line (Merchandise)

For many clubs, the club shop is a vital revenue stream. Whether it’s the new kit launch or shifting winter scarves in December, email is a sales powerhouse.

Gal & Chuso highlight that unlike a fleeting Instagram story, an email allows you to showcase high-quality images and descriptions of new products directly to fans who have already proven they are willing to spend money with the club.

Furthermore, The Online Rule points out that email marketing is consistently the 3rd or 4th highest converting channel for clubs—often beating paid advertising. If you aren't sending an email to announce your new hat and scarf range, you are leaving money on the table.

4. You Own the Data

Perhaps the most critical argument for lower league clubs is ownership. If a social media platform changes its rules, or (heaven forbid) shuts down, you lose your audience overnight.

With an email list, you own the data.

This independence is vital for long-term sustainability. It ensures that no matter what changes in the digital landscape, you have a direct line to your community—the people who buy the pies, wear the shirts, and sing in the stands.

The Final Whistle

For lower league clubs, resources are scarce. You can’t do everything. But based on the data, shifting focus from "chasing likes" to "building a list" might be the smartest tactical change a club can make.

It keeps fans engaged, it drives sales, and most importantly, it ensures the club’s voice is heard loud and clear.

Sources & Further Reading: