As an avid Chelsea fan, I didn’t have a very good Sunday as the team I support lost out to rivals Manchester City in a crushing 3-0 defeat. However, I had only a short time to recollect my thoughts after the game, when to my surprise I was sent a marketing email.
This wasn’t just any ordinary marketing email it was an e-newsletter from Chelsea. Originally I thought this might have been a commiserations email or something to do with the match as I had received this a few minutes after the final whistle.
But it was an email to buy training equipment from Chelsea, with an offer of free delivery on orders over £60! As it was sent so soon after the defeat this made me seriously question the timing (as surely they wouldn’t knowingly send out the email after a crushing defeat).
Although I have considered the following cases which may be how this e-marketing mishap occurred. The first is that they may have scheduled the email completely sure of a victory, so fans may purchase, after a victory over their rivals. With the only other alternative being that they sent the email without even considering the match timing.
In the first case the newsletter creator could perhaps be perceived as naive, in the second case it would be an unfortunate blunder where the timing, of all things, should be highly important. Both cases are more likely to annoy fans, rather than encourage them to buy.
From my knowledge of working in the e-marketing field, to stop this type of mishap happening in the future, I would set-up two email campaign’s, one for each possible result. With someone monitoring how the match result went (in the case of a draw, the most relevant newsletter could be sent) and then sending the relevant campaign, this may mean fans get the newsletter slightly later after the match, but it would be better than the campaign sent out Sunday immediately after a defeat.
Another way to have this completely avoided is to send the newsletter before the game. As this would make the newsletter relevant at the time of sending. Through either of the methods I have mentioned, the newsletter will most likely gain more and have a more positive impact on the fans.
To summarise, the situation for these emails being sent out immediately after the match needs careful review by the Chelsea marketing team, as their e-newsletters are wholly dependant on how the football team are doing and therefore the newsletter sending schedule must be entirely focused around this (especially for the UK Subscriber Base).