Challenge

The FA wanted to strengthen engagement with its diverse fanbase through email and digital channels. However, existing CRM campaigns relied heavily on static, one-size-fits-all creative that couldn’t flex to reflect fan preferences, teams, or event types. This limited both personalisation and interactivity - resulting in lower click-through rates and reduced fan engagement across key campaigns.

Using background imagery, interactive drop-down menus, and kinetic design features, Sapien Interactive transformed The FA’s email campaigns from static to dynamic. These enhancements allowed fans to explore content tailored to their favourite teams, competitions, and interests — creating a more immersive and personalised experience at every touchpoint.

Results

• +35% increase in click-through rate across key fan campaigns
• Significantly higher engagement among segmented audiences
• Strong positive feedback from fans on interactive, mobile-first design
• A new creative framework that elevated The FA’s CRM to a best-in-class digital experience

Using background images, drop-down menu’s and kinetic interactive features. Sapien Interactive can take your campaigns from one-size fits all to create dynamic hyper-personalised content.