Kick-start Segmentation Guide for Football Clubs

Why segmentation is important

Segmentation is the art of not treating every fan the same. Instead of blasting generic newsletters, you create targeted groups of fans based on their behavior, demographics, or engagement. That way, every message feels more relevant and drives better results.

Think of segmentation as the difference between shouting into a stadium and having a one-on-one conversation with a supporter. One creates noise. The other builds connection.

Dynamic segments (automatically updating based on fan behavior) keep your targeting fresh and relevant. Static segments (fixed lists) can be useful for one-off campaigns but become outdated quickly. Segments can power both simple one-off emails and more complex logic-driven multi-step or even omni-channel marketing automations. Different platforms use different names for these: Dotdigital calls them Programs, Klaviyo uses Flows, HubSpot calls them Workflows, and ActiveCampaign simply calls them Automations but the principle is the same: targeted groups trigger the right sequence at the right time.

For the data heads: The numbers behind segmentation

Segmentation isn’t marketing theory but a game-changer backed by hard data. The lifts in engagement and revenue are so dramatic that ignoring segmentation is like leaving money on the table.

Here’s the proof:

• Segmented campaigns drove 100.95% more clicks and 14.31% higher opens than non-segmented. They also had 9.37% lower unsubscribes and 3.9% fewer abuse reports (Source: Mailchimp, based on 11k campaigns to 9M+ recipients).
• Segmented campaigns produced 26.5% more orders and 34.7% higher open rates than non-segmented (Omnisend marketing automation study).
• In ecommerce, segmentation lifted average click rate to 7.43% vs. 4.89% for bulk sends (Omnisend).
• Due to Apple’s iOS 15 changes, open rates are less reliable and often inflated. Prioritize clicks, placed order rate, and revenue per recipient instead (Klaviyo 2025 benchmark report).
• Automated, behavior-triggered flows can generate up to 30x higher revenue per recipient than one-off campaigns (Klaviyo 2025 benchmark report).
• Gmail’s current bulk sender rules require spam complaint rates below 0.3%. Cleaner, more targeted segments help you stay under this line (Google sender guidelines & FAQ).
• Tottenham Hotspur revamped its welcome journey with hyper-personalized content: 233% increase in retail revenue attributed to email, 36% consistent welcome open rate, and recovery of 20% of previously lost subscribers (Dotdigital case study).

These stats show why segmentation isn’t just nice-to-have. It’s the foundation of sustainable fan engagement and commercial growth.

Segmentation Basics

Getting started with segmentation can feel daunting, and that’s normal. Every club and ecommerce business faces the same challenge: a database full of names but no clear path to meaningful action. The good news is that there are quick wins almost anyone can implement, from engagement-based segments to simple demographic splits. Start small, prove the value, and you’ll quickly see how segmentation opens the door to more advanced strategies.

Here are the most common and effective segmentation dimensions:

Demographics

Demographic segments group fans by who they are, making it easier to tailor content to their life context.

• Gender
• Age
• Zipcode
• Country

Engagement

Engagement segments show how recently and actively someone interacts with your club, which is often a strong predictor of conversion.

• Email engaged in last 30 / 60 / 90 / 180 days (opens and clicks)
• Currently active on website
• Reactivation of unengaged segments

Behavioural data

Behavioural segments track what fans actually do — what they buy, browse, or ignore — and are the closest link to revenue.

• Purchase history
• Date of last purchase
• Number of purchases
• Viewed products

Exclusion criteria

Exclusion or hygiene criteria are often overlooked but extremely important:

• Currently in a campaign/sequence/automation/flow
• Frequency capping (received more than x emails in the last x days)
• Just bought something (e.g. to avoid sending a discount code right after purchase)

Another critical foundation for segmentation is data integration. At minimum, every club should connect three key sources: ticketing data, web shop data, and website tracking. This ‘holy trinity’ gives you visibility into who buys tickets, who purchases merchandise, and who interacts online. There’s more you can add later — sponsor activations, app usage, membership systems — but without at least these three integrated into your CRM, CDP, or directly into your marketing automation platform, your segmentation will always be incomplete.

Segment ideas

Segmentation isn’t just about existing data. It’s about turning fan behavior, context, and preferences into actionable groups that you can work with every day. Here are some practical segment ideas that clubs and ecommerce teams can implement right away:

• Matchday buyers vs. merchandise buyers: Separate those who mainly purchase tickets from those who mainly buy merch. Each group needs different messaging and offers.
• Season ticket holders vs. casual attendees: Season ticket holders expect loyalty rewards, while occasional visitors respond better to single-match upsells.
• New subscribers or first-time buyers (<30 days): Welcome them with tailored onboarding journeys rather than throwing them into the general newsletter.
• High-value vs. low-value buyers: Identify your top 10% of spenders and treat them differently — more exclusive offers, VIP events, early access.
• Engaged but not yet converted: Fans who open and click but have never bought. Perfect for targeted discount codes or trial offers.
• Location-based groups: Stadium locals vs. international fans. Locals care about matchday logistics, international fans are more likely to buy digital memberships and merch.
• Dormant fans: Contacts who haven’t opened or clicked in 6–12 months. Target them with win-back campaigns or remove them to protect deliverability.
• Preference-based groups: Use click-out buttons in emails (e.g., “Prefer the stadium or watching at home?”). Every click enriches your data and can trigger tailored automations.

When you combine these ideas with automation, the power compounds. Imagine automatically re-engaging dormant fans with a “we miss you” offer, or sending VIP merch drops only to your top spenders. Segmentation isn’t a one-off trick. It’s the engine behind more relevant campaigns, stronger engagement, and higher lifetime value. This approach also opens up retargeting opportunities, both for email campaigns and paid ads. 

You can also embed data capture directly into the communication you send. A simple but powerful tactic is to add click‑out buttons that double as mini‑surveys. For example, asking fans whether they prefer the stadium atmosphere or watching at home with friends. Every click both delivers engagement and records a preference you can use for tailored follow‑ups or to update a custom property inside your CRM. Over time, this builds a richer picture of your audience and allows you to design automated journeys that feel personal. Just remember: preferences change, so keep these signals fresh and don’t treat them as permanent truths. Used well, this method also creates new retargeting opportunities across email and paid channels.

Multi-touch campaigns

A single email is rarely enough. Fans, like customers in any industry, often need multiple touches before they act. With segmentation, you can turn a single campaign into a layered journey:

• Send one email to a core segment.
• Build sub-segments for those who clicked vs. those who only opened.
• Tailor the follow-ups accordingly: more product detail for clickers, a stronger hook for openers, or a different angle for non-openers.
• Non-openers: Be cautious here. Sending too many emails to people who never open can hurt your reputation, but testing deliberate re‑engagement tactics can still be valid if done carefully.

These sub-segments don’t have to stay inside email. The same logic can fuel omni-channel plays: retarget clickers on social with ads that match the email, send app push notifications to recent openers, or trigger SMS reminders for high-value fans who haven’t responded. Each extra touchpoint reinforces the message and increases the likelihood of conversion.

Done well, this approach not only improves conversion rates but also protects your sender reputation. You stop blasting everyone and instead focus on micro-audiences who are already showing signals of interest. Sub-segments that clicked or opened are more likely to keep engaging compared to those who ignored the first email — and treating them differently is where real ROI comes from.

Questions to ask yourself to get started with segmentation

These guiding questions are designed to help you translate abstract segmentation concepts into practical actions. They prompt you to look at your database with a sharper lens: who to target, who to exclude, and where opportunities are being missed. By working through them, you’ll uncover both risks and quick wins that can transform your next campaign.

• Do I even know the basic breakdown of my database (e.g. ticket buyers vs. merchandise buyers vs. newsletter-only)?
• Which simple segments can I create quickly with the data I already have (e.g. gender, location, last purchase date)?
• Who’s new in the database (subscribed or bought in the last 30 days)?
• Which contacts haven’t I contacted in a while?
• Who should NOT receive this email?
• Is this campaign a broad newsletter or a specific single-product flash sale?
• Do I want to reach a wide range of fans or only a very specific group?
• Which segments drive the majority of my revenue?
• Who has purchased across multiple product categories (e.g. tickets AND merchandise)?
• Which fans are high-value but showing signs of churn (e.g. declining engagement or fewer purchases)?
• Which segments are most attractive to sponsors because they match partner target groups?
• Are there idle contacts in my database with no next step at all?

Conclusion

Getting started with segmentation might feel overwhelming, but it doesn’t have to be. There are small, simple steps every club can take right away and each one builds momentum. Once you see the first quick wins, you’ll understand why segmentation is the difference between noise and meaningful connection.

For football clubs, segmentation is not about adding complexity. It’s about making every communication more relevant. More relevance means more engagement, more sales, and stronger sponsor value. It also lays the foundation for sponsor-ready reporting, omni-channel marketing, and long-term fan loyalty.

Without segmentation, your CRM is just a mass email tool. With segmentation, it becomes a revenue engine. And if you’re unsure where to start or want a practical kick-start beyond this guide, I’d be glad to meet for a quick “Segmentation Coffee”. Let’s talk about how your club can unlock more from ticketing, marchandise, and fan data.

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