Huston baseball game

Email Marketing & Fan Retention

jensen.hendriks

Here’s a statistic that should change how you think about marketing:

It costs 5-7 times more to acquire a new customer than to retain an existing one.

Most summer collegiate teams spend their entire marketing budget trying to attract new fans while ignoring the people who already came to a game. They don’t capture contact information. They don’t follow up after games. They don’t nurture relationships with past attendees.

Then they start from zero every season.

The Johnson City Doughboys have a better opportunity. Because you’re a local team serving a defined geographic market, the family that attends one game could potentially attend 10, 15, even 20+ games per season. The student who comes once could bring different friend groups throughout summer. The youth baseball team that books once could become an annual tradition.

But only if you build systems to turn single attendees into repeat fans.

This post shows you how to build an email marketing and fan retention strategy that transforms one-time visitors into season-long supporters.

The Fan Retention Framework

Fan retention operates on a simple principle: People who have a good experience and stay engaged are more likely to return.

Your job is to:

  1. Capture contact information
  2. Provide continued value through communication
  3. Give reasons to return
  4. Make returning easy

Let’s break down each component.

Part 1: Capturing Contact Information

You can’t build relationships with people you can’t contact.

Email Collection Opportunities

At Ticket Purchase (Online)

  • Required field during checkout
  • Auto-subscribe to newsletter (with opt-out option)
  • Incentive: “Subscribe for exclusive offers and promotions”

At the Ballpark

  • Text-to-join campaigns (text “DOUGHBOYS” to number)
  • QR codes on concourse signage
  • Raffle entry (collect business cards or digital entry)
  • Kids club signup

Through Promotions

  • Contest entries
  • Giveaway registrations
  • Special event RSVPs
  • Group booking inquiries

Via Partners

  • Co-marketing with local businesses
  • Partnership signup sheets
  • Cross-promotion with sponsors

The Sign-Up Incentive Strategy

People need a reason to give you their email. Offer value:

Immediate Incentive: “Sign up for our email list, get $2 off your next ticket!”

Ongoing Value: “Join our email list for:

  • Exclusive promotions and discounts
  • First access to special event tickets
  • Behind-the-scenes content
  • Player updates and news”

Exclusive Access: “Email subscribers get first chance at:

  • Fireworks game tickets (limited seating)
  • Opening day special pricing
  • Season ticket holder opportunities
  • Meet-and-greet events”

Email Collection Best Practices

Make it easy:

  • Mobile-friendly signup forms
  • Minimal required fields (just email and zip code)
  • Clear privacy policy
  • Simple unsubscribe option

Set expectations:

  • Tell people how often you’ll email
  • Explain what type of content they’ll receive
  • Honor preferences (game reminders vs. general news)

Segment from the start:

  • Capture source (how they signed up)
  • Ask about interests (youth baseball, season tickets, general fan)
  • Note attendance history
  • Track engagement over time

Part 2: Email List Segmentation

Not all fans are the same. Treat them differently.

Key Audience Segments

1. Past Attendees

Who they are: People who have attended at least one game

What they want: Reasons to come back, information about upcoming games, special offers

Email strategy:

  • Highlight upcoming theme nights
  • Special “welcome back” promotions
  • Season ticket offers
  • Exclusive content from their last game

Example email:

Subject: Thanks for joining us at the ballpark!

Hi [Name],

Thanks for coming to the Doughboys game on [date]! We hope you had a great time.

Want to come back? Here's what's coming up:

🎆 FRIDAY, JULY 12: Fireworks Night
🎁 SATURDAY, JULY 13: Bobblehead Giveaway (first 500 fans)
🎪 TUESDAY, JULY 16: Family Fun Night ($1 hot dogs)

As a thank you for being a fan, use code COMEBACK for $2 off your next ticket.

See you at the ballpark!

[Get Tickets]

2. Season Ticket Holders

Who they are: Your most valuable fans who’ve committed for the season

What they want: VIP treatment, exclusive access, appreciation for their loyalty

Email strategy:

  • Exclusive perks and benefits
  • Early access to special events
  • Behind-the-scenes content
  • Recognition and appreciation

Example email:

Subject: Season Ticket Holder Exclusive: Meet the Players

Hi [Name],

As one of our valued season ticket holders, you're invited to an exclusive pre-game meet & greet on July 15th!

EVENT DETAILS:
📅 Friday, July 15
🕕 5:30 - 6:30 PM
📍 Doughboys Clubhouse
🎟️ FREE for season ticket holders + one guest

You'll get to:
- Meet and chat with players
- Get autographs and photos
- Enjoy complimentary food and drinks
- Go behind the scenes at the ballpark

Space is limited - RSVP required by July 10.

[RSVP Now]

Thanks for your incredible support this season!

3. Group Leaders

Who they are: People who have booked or inquired about group outings

What they want: Easy group experience, good value, successful events

Email strategy:

  • Group package reminders
  • Available dates
  • Success stories from other groups
  • Early booking incentives

Example email:

Subject: Planning your team's end-of-season celebration?

Hi [Name],

Summer baseball season is flying by! If you're planning an end-of-season celebration for your team, we still have prime dates available for group outings.

AVAILABLE JULY/AUGUST DATES:
- July 20 (Friday) - Fireworks Night 🎆
- July 27 (Friday) - Giveaway Night 🎁
- August 3 (Friday) - Championship Series Game

YOUR TEAM PARTY INCLUDES:
✓ Reserved group seating
✓ Pre-game on-field experience
✓ Team recognition on video board
✓ $8/person tickets (regularly $12)
✓ Optional meal packages

BOOK BY JULY 1: Get free commemorative team photo!

[View Available Dates] [Request Quote]

Questions? Call me directly: (423) 555-5555

4. Email-Only Subscribers (Never Attended)

Who they are: People interested in the team but haven’t come to a game yet

What they want: Compelling reason to attend first game, ease of purchase

Email strategy:

  • Special “first-time attendee” offers
  • Testimonials from fans
  • Highlight accessible/family-friendly aspects
  • Remove barriers to attendance

Example email:

Subject: First Game FREE ($12 value) - Here's how

Hi [Name],

You signed up for Doughboys updates but haven't made it out to a game yet. We'd love to change that!

For a limited time, we're offering email subscribers their FIRST GAME FREE.

Here's your exclusive offer:
🎟️ Use code FIRST GAME at checkout
🎟️ Valid for any regular-season game
🎟️ Includes one free general admission ticket ($12 value)

WHY COME TO A DOUGHBOYS GAME?

"Best affordable family entertainment in Johnson City! Kids loved it, and we'll definitely be back."
- Sarah M., Johnson City

"Way more fun than I expected. Great atmosphere, good food, and watching future MLB players up close is pretty cool."
- Mike T., ETSU student

Ready to experience it yourself?

[Claim Your Free Ticket]

Offer expires July 15 - don't miss out!

5. Lapsed Fans

Who they are: Attended last season but haven’t returned this season

What they want: Reminder that you exist, compelling reason to return

Email strategy:

  • “We miss you” messaging
  • Highlight what’s new this season
  • Special win-back offers
  • Easy path back

Example email:

Subject: We miss you at the ballpark!

Hi [Name],

We noticed you came to Doughboys games last summer but haven't been back yet this season. We miss seeing you!

A LOT has changed since last year:
✅ New players (including 3 future MLB draft picks!)
✅ Upgraded concessions with new food options
✅ New theme nights and promotions
✅ Improved ballpark experience

Want to come back? We'd love to welcome you!

SPECIAL WELCOME BACK OFFER:
Use code WELCOMEBACK for 50% off your next ticket

Valid through end of season - no blackout dates!

[Get Your Discounted Ticket]

Hope to see you soon!

6. Youth Baseball Families

Who they are: Parents of kids playing youth baseball

What they want: Baseball development content, family activities, youth engagement opportunities

Email strategy:

  • Youth clinic announcements
  • Educational baseball content
  • Family-friendly game promotions
  • Youth team group packages

Example email:

Subject: FREE Youth Baseball Clinic - July 20

Hi [Name],

Want your young player to learn from college baseball players?

We're hosting a FREE youth baseball clinic!

📅 Saturday, July 20
🕘 9:00 AM - 12:00 PM
📍 TVA Credit Union Ballpark
👥 Ages 6-14 welcome

YOUR PLAYER WILL LEARN:
⚾ Hitting fundamentals
⚾ Defensive techniques
⚾ Base running skills
⚾ Mental game strategies

PLUS: Each participant receives:
✓ FREE ticket to that night's game
✓ Doughboys t-shirt
✓ Photo opportunity with players
✓ Certificate of completion

Space is limited to 50 kids - register today!

[Register Now]

See you at the clinic!

Part 3: Email Content Strategy

Now that you have segments, what do you actually send them?

Email Content Types

1. Game Reminders & Promotions

Frequency: 2-3 times per week during season

Purpose: Drive immediate attendance

Example subjects:

  • “Tonight’s Game: $1 Hot Dogs + Fireworks!”
  • “This Weekend at the Ballpark: 3 Games, 3 Promotions”
  • “Last Chance: Bobblehead Giveaway Tomorrow Night”

Content structure:

Compelling subject line
↓
Eye-catching hero image
↓
Game details (date, time, opponent)
↓
Special promotion/theme
↓
Ticket CTA
↓
Weather/logistics info
↓
Secondary CTA

2. Weekly Newsletter

Frequency: Once per week during season

Purpose: Keep fans engaged, build community

Example subjects:

  • “This Week in Doughboys Baseball”
  • “Weekend Preview + Player Spotlight”
  • “Your Weekly Doughboys Update”

Content sections:

- Last week's recap (scores, highlights)
- This week's schedule
- Player spotlight
- Community news
- Upcoming promotions
- Social media highlights (fan photos, etc.)
- Ticket offers

3. Special Event Announcements

Frequency: As needed (5-10 per season)

Purpose: Drive attendance to specific high-value games

Examples:

  • Opening day
  • July 4th fireworks
  • Playoff games
  • Special giveaways
  • Celebrity appearances
  • Championship games

Content focus:

  • Create urgency (limited tickets, special occasion)
  • Highlight uniqueness of event
  • Strong call-to-action
  • Social sharing encouragement

4. Behind-the-Scenes Content

Frequency: 2-3 times per month

Purpose: Build emotional connection, differentiate from competitors

Content ideas:

  • Player day-in-the-life
  • Host family stories
  • Groundskeeper features
  • Front office profiles
  • Community impact stories
  • Historical Doughboys content

5. Educational Content

Frequency: Monthly during season, bi-weekly off-season

Purpose: Provide value beyond game promotion

Content ideas:

  • Baseball fundamentals for youth players
  • Rules explanations
  • Position breakdowns
  • Training tips from coaches
  • College recruiting process
  • Summer collegiate baseball pathway to MLB

6. Off-Season Content

Frequency: 2-3 times per month (September – May)

Purpose: Maintain awareness, build anticipation

Content ideas:

  • Alumni MLB updates
  • Schedule announcements
  • Season ticket sales
  • Roster reveals
  • Promotional calendar releases
  • Community involvement
  • Off-season improvements to ballpark
  • Throwback memories from last season

Part 4: Email Automation Sequences

Set up automated sequences that run on autopilot.

Sequence 1: New Subscriber Welcome Series

Trigger: Someone subscribes to email list

Sequence:

Email 1 (Immediate):

Subject: Welcome to Doughboys Baseball!

Thanks for subscribing! Here's your exclusive subscriber offer: $2 off your next ticket with code WELCOME

[Tell them what to expect from your emails]
[Link to upcoming games]
[Social media follow CTAs]

Email 2 (3 days later):

Subject: New to Doughboys games? Here's what to expect

[Guide to attending a Doughboys game]
[Parking, tickets, concessions, atmosphere]
[Family-friendly aspects]
[What makes summer collegiate baseball special]
[Ticket offer reminder]

Email 3 (7 days later):

Subject: Don't miss these upcoming games!

[Highlight next 3-4 games with special promotions]
[Create urgency around limited tickets or special events]
[Strong CTA to purchase]

Sequence 2: Post-Game Follow-Up

Trigger: Someone attends a game (via ticket purchase tracking)

Sequence:

Email 1 (Day after game):

Subject: Thanks for coming to the game!

Thanks for joining us! We hope you had a great time.

Want to come back? Here's what's next:
[List upcoming games]

Special offer: Use code COMEBACK for $2 off your next visit

[Link to photo gallery from the game]
[Social media encouragement to share their photos]
[Season ticket info]

Email 2 (One week later, if they haven’t returned):

Subject: Ready for another game?

Haven't made it back yet? Here's what you're missing:

[Highlight upcoming special events]
[Testimonial from other fans]
[Exclusive offer]

Email 3 (Two weeks later, if still haven’t returned):

Subject: Your exclusive ticket offer expires soon

Your COMEBACK code expires in 3 days!

Don't miss:
[List appealing upcoming games]
[Create urgency]
[Strong CTA]

Sequence 3: Group Inquiry Follow-Up

Trigger: Someone submits group inquiry form

Sequence:

Email 1 (Immediate):

Subject: Your Doughboys Group Outing Request

Thanks for your interest! We'll respond within 24 hours.

In the meantime, check out what other groups have said:
[Testimonials]
[Group package details]
[Available dates calendar]

Email 2 (24 hours, from actual staff):

Subject: Your group outing quote + available dates

Hi [Name],

Here's a custom quote for your group...

[Personalized details]
[Available dates]
[Next steps]
[Calendar hold option]

Email 3 (3 days later, if no response):

Subject: Question about your group outing?

Just following up on your group inquiry. Do you have any questions?

Quick reminder:
- July dates filling fast
- Early booking discount available through [date]
- We handle all the logistics

[CTA to respond or book]

Email 4 (One week later, if no response):

Subject: Should I check back next season?

Hi [Name],

I haven't heard back, so I wanted to check:

1. Are you still interested in a group outing this season?
2. Should I follow up next season instead?

No pressure either way - just don't want to keep emailing if the timing isn't right!

Let me know,
[Name]

Part 5: Email Best Practices

Design & Formatting

Mobile-First Design:

  • 60-70% of emails opened on mobile
  • Single column layout
  • Large, tappable buttons
  • Readable font sizes (14pt+)
  • Compressed images for fast loading

Visual Hierarchy:

Compelling subject line
↓
Pre-header text (preview text)
↓
Hero image (game photo, promotion visual)
↓
Clear headline
↓
Brief supporting text (2-3 sentences max)
↓
Primary CTA button (large, contrasting color)
↓
Supporting content (if needed)
↓
Secondary CTA
↓
Footer (unsubscribe, social links, contact)

Subject Line Guidelines:

  • 40-50 characters max (for mobile preview)
  • Front-load key info (“Tonight: $1 Hot Dogs”)
  • Create urgency when appropriate
  • Use emojis sparingly and strategically
  • Test different approaches

CTA Best Practices:

  • One primary action per email
  • Button text starts with verb (“Get Tickets” not “Tickets”)
  • Contrasting color that stands out
  • Appears above the fold
  • Repeated lower in email for scrollers

Timing & Frequency

Game Day Emails:

  • Send 2-4 hours before first pitch
  • Captures after-work decision makers
  • Allows time for spontaneous decisions
  • Test different send times for your market

Weekly Newsletter:

  • Consistent day/time (Thursday mornings work well)
  • Builds expectation and habit
  • Preview upcoming weekend games
  • Recap previous week

Special Promotions:

  • Tuesday-Thursday sends (avoid Monday clutter)
  • 10 AM – 2 PM typically performs well
  • Test your specific audience

Frequency Guidelines:

  • Peak season: 2-3 emails per week maximum
  • Off-season: 2-4 emails per month
  • Respect subscriber preferences
  • Monitor unsubscribe rates (>0.5% suggests too frequent)

Deliverability Best Practices

Maintain List Hygiene:

  • Remove hard bounces immediately
  • Re-engage or remove inactive subscribers annually
  • Use double opt-in for new subscribers
  • Honor unsubscribe requests within 24 hours

Avoid Spam Filters:

  • Authenticate your domain (SPF, DKIM, DMARC)
  • Avoid spam trigger words (“FREE,” “ACT NOW,” excessive caps)
  • Balance text-to-image ratio
  • Include plain text version
  • Use reputable email service provider

Engagement Signals:

  • Ask engaged subscribers to add you to contacts
  • Include reply-to email address
  • Encourage forwarding to friends
  • Monitor engagement rates (opens, clicks)

Part 6: Measuring Email Performance

Track these key metrics:

Primary Metrics

Open Rate:

  • Industry average: 15-25%
  • Your goal: >20%
  • Influenced by: subject line, sender name, send time
  • Segment-specific (season ticket holders should be higher)

Click-Through Rate (CTR):

  • Industry average: 2-5%
  • Your goal: >3%
  • Influenced by: content relevance, CTA clarity, design
  • Measures actual engagement

Conversion Rate:

  • Percentage who take desired action (buy tickets, etc.)
  • Your goal: >1%
  • Ultimate measure of email effectiveness
  • Track by campaign and segment

Unsubscribe Rate:

  • Healthy rate: <0.3%
  • Concerning rate: >0.5%
  • Indicates frequency or relevance issues
  • Monitor trends over time

Secondary Metrics

List Growth Rate: Track monthly list growth:

(New subscribers - Unsubscribes) / Total subscribers = Growth rate

Email Sharing/Forward Rate: Indicates content value and virality

Conversion to Revenue: Track ticket sales from email campaigns

Lifetime Value by Segment: Compare revenue from different subscriber segments

A/B Testing

Continuously test and optimize:

Subject Lines: Test two versions, measure open rates

Send Times: Test morning vs. afternoon vs. evening

Content Length: Test short vs. detailed

CTA Placement: Test above fold vs. multiple CTAs

Images: Test different hero images

Personalization: Test generic vs. personalized

Part 7: Fan Retention Beyond Email

Email is crucial, but retention requires multiple touchpoints.

Retention Tactics

1. Loyalty Program

"Doughboys Superfan Club"

Levels based on games attended:
- Fan (3+ games): 10% concessions discount
- Superfan (10+ games): 15% discount + exclusive merchandise
- MVP Fan (20+ games): 20% discount + free season ticket next year

Track via ticket scanning or punch card
Promote at games and via email

2. Season Ticket Holder Perks

  • Exclusive pre-game events
  • First access to playoff tickets
  • Free parking or premium seating upgrades
  • Meet-and-greet opportunities
  • Behind-the-scenes tours
  • Recognition on social media/at ballpark

3. Post-Game Surveys

After 1st, 5th, and 10th games:

Quick 3-question survey:
1. How would you rate tonight's experience? (1-10)
2. What was your favorite part?
3. What could we improve?

Offer incentive for completion (entry in prize drawing)

4. Birthday Recognition

Collect birthdays at signup:

Email 1 week before birthday:
"Celebrate your birthday at the ballpark! Here's a special offer..."

[Discount or free ticket]

5. Off-Season Engagement

Keep fans engaged year-round:

  • Alumni updates (former players in MLB)
  • Season ticket early bird offers
  • Community events (holiday gatherings, charity events)
  • Ballpark tours during off-season
  • Winter baseball content

Quick-Start Email Marketing Plan

Week 1: Setup

  • Choose email service provider (Mailchimp, Constant Contact, etc.)
  • Set up account and lists
  • Design email templates
  • Create subscription forms

Week 2: List Building

  • Add signup forms to website
  • Create QR codes for ballpark
  • Import existing contacts (if permissible)
  • Set up automated welcome sequence

Week 3: Content Planning

  • Create email content calendar
  • Write first month of newsletters
  • Design promotional email templates
  • Set up automated sequences

Week 4: Launch

  • Send welcome email to existing contacts
  • Launch first newsletter
  • Begin regular game promotion emails
  • Monitor and optimize

Email Marketing Tools

Email Service Providers:

  • Mailchimp (good for small organizations, free up to 500 subscribers)
  • Constant Contact (sports-friendly templates)
  • ActiveCampaign (advanced automation)
  • SendGrid (technical option)

Supporting Tools:

  • Canva (email graphics)
  • Litmus (email testing)
  • Google Analytics (tracking)
  • QR code generators (for ballpark signups)

What’s Next in This Series

The final post in this series:

Post 8: 90-Day Implementation Roadmap – Putting everything together with realistic timelines and success metrics

We’ll show you how to implement all 7 strategies (local search, technical optimization, group sales, content marketing, social media, partnerships, and email) in a coordinated 90-day plan.

About Base Path Media

Base Path Media helps baseball organizations improve digital performance through technical optimization, search strategy, and content implementation. We focus on practical, measurable improvements that teams can implement with existing resources.

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