Automating Emails to Drive Success on the Sports Field

The Positive Coaching Alliance teamed up with High Five Marketing to fulfill the mission of providing a positive youth sports experience for thousands of kids across the United States. Their success led them to be recognized as a 2012 finalist for the ExactTarget Power of One Awards at Connections 2012.

Seventy percent of kids lose interest in youth sports by the time they reach age 13. Volunteer coaches often don’t know how to teach beyond the Xs and the Os of the game to keep kids motivated and engaged.

That’s where the Positive Coaching Alliance (PCA) comes in. PCA is a national non-profit with the mission to provide young athletes a positive, character-building sports experience that seeks to develop youth and high school sports leaders, coaches, parents, and officials. PCA reaches these key influencers through live workshops, online courses, published books and articles, and a series of alliances with nationally-recognized coaches, athletes, academicians, businesses, and national youth sports organizations.

Since its inception in 1998, PCA has positively impacted more than four million youth athletes! But the PCA team wanted to reach even more youth coaches and athletes, so they used ExactTarget to take their program to the next level. 

To further the program, PCA launched “Talking Points,” a free 13-week email subscription for youth and high school sport coaches. The subscription kicks off with a triggered send via ExactTarget Email welcoming the coach, confirming opt in, and previewing the content to come. To increase relevancy, the first issue of “Talking Points” doesn’t arrive in the coach’s inbox until the first day of their sport season.

Each week’s email then outlines a sports principle, including ideas for how to introduce the concept to the team, sample drills for practice, notes for pre-game talks, and ideas for a post-game discussion. The email also includes a PDF handout with more detailed discussion points to use throughout the week, as well as video clips or interviews to further explain the concept. 

Since the launch of “Talking Points,” the PCA’s email program has experienced some phenomenal results: 

  • 34.03% average open rate
  • 15.12% average click-through rate 
  • 5,400+ total subscribers to-date 
  • 9,325+ resource downloads 

Would you like to automate an email campaign over a time period to help drive results?  Download our Solution Kit to get the details on the foundation’s story, plus seven other brand success stories including Carhartt, Von Maur, and

And I’m always interested to hear stories of how clients are achieving success using the ExactTarget software, so please reach out to me and tell me your story.

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