What if there was a way to make your fans feel like they're the only ones in the stands, even from miles away? Social media may have been the go-to for fan interaction in the past years, but with feeds overflowing, reaching your fans is getting tougher. To maintain strong connections and keep fans loyal, teams need a more personal and direct approach—this is where email video campaigns make all the difference.
 

The decline of Traditional Social Media Engagement
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• Facebook’s organic reach dipped down to around 5% in recent years (Edwards, 2024), meaning that only a tiny fraction of followers actually see posts from teams. 
• Instagram’s engagement is dropping as more and more content fills up user’s feeds.
• Twitter’s algorithm now prioritizes trending content, making it harder for fans to see the posts they care about most.
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With these challenges, relying solely on social media to connect with fans just isn’t enough anymore. It’s time for clubs to take a more reliable and controlled approach—enter email marketing.
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Why Email Video Campaigns Are the Key
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Email might not be the flashiest tool out there, but it’s one of the most effective, with an average open rate of 21% (What are good open rates, ctrs, & ctors for email campaigns? 2024). When you add video into the mix, engagement rates jump even higher. Here’s why email video campaigns are so powerful for keeping fans hooked:
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1. Personal, One-on-One Connection: Social media can easily get lost in the noise, but email lets teams and athletes speak directly to fans. Personalized video messages, whether it’s using a fan’s name or showcasing their favorite moments, make emails feel special and unique. It’s a personal touch that social media just can’t match.
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2. Higher Engagement & Retention: Including video in an email can boost click-through rates by up to 300% (Gibbons, 2025). And fans who get personalized content are more likely to stick with the team.
    

3. Building Stronger Emotional Connections: Video is powerful—it has the ability to tap into emotions and memories. Imagine a personalized highlight video with a fan’s favorite player, or a message of appreciation from the coach or team captain. These small touches create lasting memories and deepen the connection between fans and their team.
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4. Exclusive Content = Loyal Fans: Offering behind-the-scenes footage, locker room speeches, match previews, or exclusive player interviews keeps fans engaged and excited to see what’s coming next. It’s these unique glimpses into the team’s world that make fans want to stick around and keep watching.

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Success Stories: Teams Winning with Email Video Marketing

1. Formula 1: Formula 1 engages fans through visually compelling emails that feature high-quality photography and interactive elements like live polls. This approach not only captures attention but also encourages fan participation, fostering a deeper connection with the sport (Blunt, n.d.)
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2. FC Barcelona: FC Barcelona has incorporated video content into their email campaigns, using personalized video updates for fans. These emails feature exclusive content, match highlights, and personalized messages to increase engagement and ensure fans stay connected with the team. This has proven to be effective in driving fan loyalty and increasing subscription rates.
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3. Cycling - Tour de France: The Tour de France engages its global fan base through video email campaigns that include race highlights, updates on individual cyclists, and news from various stages of the competition. These emails not only promote the event but also build excitement and provide exclusive content for fans.