The main benefit of AOF (and sometimes a negative) is that certain people will only ever buy from one collection. People have teams they support and will die for, so the last thing they will ever do is buy a rival team’s attire. This left us with a strategy which depended on heavy segmentation. Splitting out fanbases and curating specialised messaging for them and them alone. By splitting campaigns and flows out to be team related shot engagement through the roof. 

Just one month after taking over their email output we saw an increase from 25.40% of revenue to 38.04% of revenue by executing our footy team segmentation strategy. 

By month 2 and 3 - we were making changes to what we had added in the onboarding phase of the relationship. During this testing phase we were able to achieve incremental gains from the learnings of month 1 and at month 3 we had generated 39% of their monthly total revenue from emails.

After just 3 months on our email service we've generated over 6 figures for them and we can directly attribute this to our email campaigns.

We love everything that Art of Football and we look forwards to developing this flourishing relationship in 2024 and beyond.