College Baseball Match Wins With Segmentation
College Baseball Match is an online service devoted to helping high school baseball players find suitable college programs. With its user-friendly platform, players (and the parents who support them) can share their resumes, track their progress, evaluate their skill levels, see academic standards for different institutions, discover opportunities, and, ultimately, match themselves with the most appropriate schools.
The company isn’t only for players, though. Coaches can use the platform to stay in touch with their teams, see where students need improvement, help match players to the right programs, and respond to college coaches with quantitative and objective data.
When College Baseball Match hired Email Broadcast to manage their email marketing campaign, they weren’t sending emails to their audience—they had an email list of players they had yet to contact and no email collector on their website. They also believed the players to be their most important customer, while, in truth, parents and coaches were the ones paying for new profiles. The company was missing a great opportunity to connect with all their readers and increase sales with the #1 marketing tool for increased return on investment—email marketing.
Email Broadcast set up a Supercollector™ to convert the company’s web visitors into contacts, got familiar with their unique voice, wrote their automation series, and scheduled monthly email messages. That’s when we knew their email marketing campaign would benefit from segmentation.
Segmentation is the division of your subscribers into categories based on critical, specific information. It’s a way to personalize your emails and reach people where they’re at. The options for segmentation are limitless but include:
• Audience location
• Purchasing history
• Education level
Because College Baseball Match has two distinct reader groups—players and coaches—every email we send on the company’s behalf gets divided into two, one for each major group on their list.
If the company were to send a single email to their entire list, they’d lose out on the chance to get important and uniquely relevant information to their different audience subsets. They’d suffer from lower open and conversion rates. They’d hit foul balls when they could be knockin’ ’em out of the park.
Take this recent example. Both College Baseball Match segments needed a game plan for February. Players received an email about how they could use social media to their advantage by cleaning up inappropriate material on their feeds, building their bios, and following coaches at their preferred schools. Coaches, on the other hand, received an email about taking their practices from good to great by encouraging punctuality, planning fun and efficient drills, and by showing genuine interest in their players off the field.
Because they send two different emails—one for players (and their parents) and another for coaches—College Baseball Match meets the respective needs and interests of both groups while driving investment in their platform. They also reach readers when they’re most reachable. Coaches are sent an email before school starts; players and parents are sent an email after school gets out.
Since the company started with Email Broadcast, they’ve seen open rates as high as 57.8% and click rates as high as 32.4% with their segmented automation series. To put things in perspective, the average open rate for their industry is 23.77% and the average click rate is 2.88%.
This isn’t the World Series, folks. This is segmentation. Everyone wins.
Email Broadcast has been instrumental in helping us launch College Baseball Match. They have been a good investment—getting a whole email marketing department for a good value.Eric Walcykowski