How the MailSoar experts succeeded increase response rates by over 30% ?

The key selling points were:

1. Simplify access to the gates and eliminate queues.
2. Allowing tickets to be pre-sold online on the school’s website.
3. Direct access to live summaries and match details.

We created a series of 5 emails, called a sequence, with each email highlighting the selling points.

In creating the email, we used the KISS method (Keep it Stupid, Simple) and kept the copy as simple as possible, both for readability and deliverability.

Thanks to in-depth A/B testing over several months, we succeeded in obtaining a sequence of e-mails whose open rate regularly exceeded 60%, with a response rate of 30%.

The e-mail contacts were obtained through high school research by a third-party supplier. We sorted the emails by hand to avoid any deliverability problems and kept our list geographically targeted, with only professional emails addressed to a real person (first.lastname@company.com).

Over a 9-month period, we were able to send e-mails to 8,000 sports managers in the USA. Once our sequence was working well, we decided to start reaching US state federations likeOHSAA.

The company’s founder and CEO was not only able to meet with over 30 athletic directors (contracts averaging between $15,000 and $100,000 per year, depending on the size of the high school), but also had the opportunity to meet and speak with several state federations, with a view to possible e-ticketing during state seasons.